Our digital marketing agency supports dozens of small businesses in Houston. We know how important time is to a business owner thinking through hundreds of critical decisions on a daily basis, all while trying to make sure your business continues to thrive and grow.
That’s why it’s important to think about how to be efficient with your marketing spend so that you attract the right leads that can convert to customers. This way, you’re not wasting a lot of time trying to chase down new business opportunities. Instead, through a strategic approach, you can bring leads into your company through inbound marketing.
At Marketing Refresh, we provide inbound marketing services for Houston business owners to help you grow your online presence, support lead generation efforts, and increase revenue. Let’s dive into the strategic and tactical elements of an effective inbound marketing program.
Inbound Marketing Strategy for Houston Business Owners
There are plenty of inbound marketing tactics that you can deploy. But, before you start using your marketing budget on these tactics, you need to make sure your plan is supported by the right strategy.
That’s where we come in. We start with a high-level marketing strategy that takes into account several key factors:
- The nature of your business
- Your industry
- Your target audience
- Are you primarily B2B or B2C?
- Where your target audience spends their time online
- Competitors in your market
- The products or services you sell
- The length of the typical sales cycle
- Your existing marketing efforts
Once we understand how you’re doing business in Houston, we can develop a strategy that sets the framework for your marketing efforts.
To support this strategy, we typically create a buyer’s journey that maps out how to engage with each of your target customer personas at their various stages of the decision-making process.
Then, we start implementing tactics to pull in your target audience and help generate new leads for your company.
Inbound Marketing Tactics for Houston Business Owners
The strategy will dictate the tactics that we utilize for lead generation efforts. But, there are fundamental inbound marketing tactics that we typically deploy. Let’s dive into our general recommendations.
1. SEO Website Content
You want to bring in new leads through your website. And, the best way to pull your target audience to your website is through Google Search and other search engines. This requires optimizing your website content for SEO purposes.
Whether it’s product/service pages, landing pages, or blog content, each website page should target a specific keyword that your audience is searching for at each stage of their decision-making process. This ensures that you get in front of the right person with the right content at the right time. Now you’re efficient in addition to being strategic!
Ultimately, when your website is optimized for SEO, you will appear higher in SERPs (Search Engine Results Pages) and attract more visitors to your website. And, it will be the right type of visitor – not just any visitor – because of the strategic work done upfront.
2. Email Marketing
When done correctly, email marketing is a powerful inbound marketing tool that will compel your audience to take action. It starts with building up your prospect or customer list to ensure that you’re targeting the right people with the right message.
Too often, companies simply buy a list of names and emails, then start blasting away with email communication that is not supported by any strategy. This is the incorrect way to go about email marketing. When we support clients, we take key actions to ensure you’re following best practices:
- Clean up any existing lists
- Build up quality lists of the right prospects and customers
- Deliver email content that serves your target audience with the right message so that they take the desired action
3. Social Media Marketing
You also want to utilize various social media platforms to reach your audience and bring them to your website.
The strategy will help determine which platforms you should have a presence on (e.g., LinkedIn, Facebook, Twitter, Instagram, and TikTok). Not every business should be on Instagram or TikTok, though! You want to be smart with your marketing spend by utilizing the platforms that are best suited for your business.
Then, you can deploy social media marketing tactics on each platform. You’ll want to post content from your website, build up thought leadership through regular posting activity, utilize specific hashtags on platforms such as LinkedIn and Instagram to be seen by your target audience, and utilize advertising opportunities (e.g., LinkedIn ads).
Our agency provides social media management, social content creation, and online advertising support. We’ll develop the right mix of social content, optimize the content, and measure the results of your efforts to continue bringing in the right leads.
4. Pay Per Click (PPC) Programs
In addition to advertising on social platforms, you can also direct your online advertising budget toward paid ads in search engines and other locations. This is a form of Internet marketing where you pay a set fee each time a visitor clicks on one of your online ads.
The beauty of PPC programs is that you can target very specific audiences with very specific messages. When done right, you can efficiently reach your audience and bring the right leads to your website.
- We build a creative strategy for PPC ad programs.
- We develop the campaign structure and ad groups based on your target personas.
- We identify the right budget and optimize your budget by managing your ad accounts.
- We evaluate the performance of each PPC ad program and track conversions.
You still need to follow targeting guidelines to ensure that you do not violate certain restrictions around the use of data. Through our support, we ensure that you are always compliant with requirements. We follow best practices to protect your business while also managing and optimizing your PPC program to generate more leads for your business.
Work With Our Digital Marketing Agency Based in Houston
Because our digital marketing agency is based in Houston, we are passionate about helping Houston business owners generate new leads.
We understand how to develop and execute a strategy to help your business grow according to your schedule.
When you’re looking for Houston inbound marketing services, look no further than Marketing Refresh. We are a full-service digital marketing agency that can turn your marketing budget into revenue growth. Just check out our track record of helping our clients achieve a positive ROI on their spend!
When you’re ready to grow, reach out to us for a marketing consultation. We’re here to help Houston businesses!