Adopting Inbound Tactics: Keywords In Marketing Collateral

Adding Inbound Methods to Traditional Marketing Communications

Have you been thinking about incorporating inbound marketing to your traditional marketing communications strategies, but you’re not sure where to start? Maybe you’ve been getting a lot of pressure from within your organization to adopt a more inbound approach to collateral development, or maybe you’re just interested in how to take advantage of the latest marketing trends to improve the ROI of your messaging.

Whatever the case, knowing the basics of an inbound keyword strategy will help you take the first step towards attracting the right customers to your offerings. After all, the fundamental distinction of inbound marketing versus outbound marketing is a focus on getting found by the right leads, not just anyone who is willing to listen to you.

Plan Ahead Using Keywords

As you prepare your next campaign consider developing a list of long-tail keywords to target within your content. We’re not just talking scattering a few catch phrases here and there in edit mode. You have to craft your messages based on terms your ideal buyers use when they search the Internet.

Before you even begin the outline process, think about what kinds of keywords your ideal buyers use when they search for information related to your offerings. To bolster this kind of research, I like to use a keyword suggestion generator like Ubersuggest. Tools like this work based off actual search engine user queries, so you know you’ll be targeting terms that are showing up in real searches.

Amplify Your Marketing Messages

Including keywords in marketing collateral applies to any type of content that can be optimized for the web. Any piece that will be posted online (or that can be adapted for the web, like presentations and brochures) could stand to benefit from focused keyword planning in the initial stages of development.

When you tailor your marketing communications with targeted keywords, you’ll ensure that the people who are most likely to be interested in what you have to say will find you. Since they’re already looking for the kind of information you’re presenting, these leads will be more qualified than the average passer by.

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Additionally, targeting keywords will likely mean that your content will be more widely distributed. Search engines pick up on great content that matches popular search terms and will link your content with people who are looking for it.

Key Takeaways

Practically speaking, targeting common search terms in your messaging will yield greater exposure to an audience that wants to hear what you’re talking about. Sometimes a keyword-based strategy can even prompt new ideas and new directions for marketing collateral. If you want to start implementing inbound marketing principles in your traditional marketing communications, there’s no better place to start than with keywords.