Work in progress of another successful experience
Posted: Sun Jan 19, 2025 3:41 am
An appropriate organic search engine positioning strategy, or SEO (Search Engine Optimization), allows a website to appear in the top search positions in the SERP (Search Engine Result Pages) or Google results pages, every time a user searches for a certain keyword.
Taking this definition into account, the first thing we qatar phone number material did to increase the visibility of the broker's site was to identify the keywords that not only represent the niche and the products and services marketed, but also offer better positioning possibilities.
After performing this analysis, we include these keywords in specific places on the website, such as in blog posts. This helps to attract traffic and increase the company's visibility.
In turn, we designed a structure of content clusters and pillar pages to boost the on-page SEO strategy. This allows us to build clusters of knowledge around a specific topic that functions as a pillar page (auto insurance, business insurance) and create pieces that derive from it, applying the internal linking technique that allows users to navigate through the different related articles in a fluid manner.
In this way, we not only get readers to clear up all their concerns, but we also manage to position the broker as an authority within its niche.
inbound-marketing-seo-strategy
On the other hand, within the blog pieces we also try to apply external links to sites with domain authority (citing relevant sources for the content addressed in each text), in order to boost the organic positioning strategy.
We also publish regularly and update content frequently, which tells search engines that we care about delivering valuable and current content.
Email marketing
On the other hand, we build email marketing campaigns aligned with business and communication objectives. What does this mean? That this action has two aspects.
On the one hand, we generate content that promotes discounts and special benefits for current and potential customers (linked to landing pages, in most cases) and, on the other, we send emails that are related to the blog pieces to strengthen the content marketing strategy.
In addition, we segment the audience into different email lists (customers, leads, bounces, etc.), constantly monitoring the opening rates of each campaign with our client and analyzing which ones had the best performance to make data-driven decisions.
Landing pages
Landing pages are a fundamental part of an inbound marketing strategy, as they allow users to be offered information about a particular product or service in a concise manner, explaining its benefits and features.
At the same time, they serve to provide the necessary data to resolve any objections that may arise in the minds of potential customers.
On the other hand, thanks to them, companies can capture qualified leads and, consequently, generate new business, as happened with our client.
strategy-inbound-marketing-business
In order to boost business generation for the broker, we designed specific landing pages for each of its different products, since its solutions target different buyer personas.
Even though they promote different coverages, the landing pages we design have several points in common . Firstly, they always respect the aesthetics, voice and tone of the brand, previously defined by the organization.
Secondly, they present the benefits and features of the services, emphasizing the pain points of the buyers, positioning the products as a solution and rebutting the possible objections that may arise in the minds of potential customers.
They also include call-to-action buttons at different points on the landing page so that readers can leave their details. Why do we structure them this way? Because not all users scroll to the end and if the CTA were only there, the conversion would be lost.
Finally, we associate the landing pages with the campaign that we want to prioritize at a particular time (car insurance, home insurance, business insurance, etc.), as well as with blog articles, to reinforce the content marketing strategy.
Call-to-Action (CTA)
Another key point in an effective inbound marketing strategy is to create calls to action that are in line with the user profile, target the need they want to resolve and function as a natural corollary of the dialogue established with them.
Where do we place these CTAs? In emails, on landing pages, in blog articles, and in social media posts to prompt recipients of the pieces to take action, whether through filling out a form, leaving a comment, sending a text message, or engaging in a conversation via instant messaging systems.
Social networks
One of the most effective actions to strengthen an organization's niche authority is the use of professional social networks. That's why, over the last year, we began publishing LinkedIn posts that reference blog content pieces that talk about the broker's corporate culture and offer testimonials from key members of the company.
In this way, we differentiate the content strategy applied in this network with that used in social networks for end consumers - such as, for example, Instagram and Facebook - by publishing pieces aimed at positioning the broker as an authority in terms of customer experience, employer branding and customer service.
It is important to note that we do not work alone. What do we mean by this? We have regular meetings with the client to verify whether what has been implemented is yielding results or whether modifications need to be made in order to ensure the success of the strategy, constantly monitoring the scope of each action.
Taking this definition into account, the first thing we qatar phone number material did to increase the visibility of the broker's site was to identify the keywords that not only represent the niche and the products and services marketed, but also offer better positioning possibilities.
After performing this analysis, we include these keywords in specific places on the website, such as in blog posts. This helps to attract traffic and increase the company's visibility.
In turn, we designed a structure of content clusters and pillar pages to boost the on-page SEO strategy. This allows us to build clusters of knowledge around a specific topic that functions as a pillar page (auto insurance, business insurance) and create pieces that derive from it, applying the internal linking technique that allows users to navigate through the different related articles in a fluid manner.
In this way, we not only get readers to clear up all their concerns, but we also manage to position the broker as an authority within its niche.
inbound-marketing-seo-strategy
On the other hand, within the blog pieces we also try to apply external links to sites with domain authority (citing relevant sources for the content addressed in each text), in order to boost the organic positioning strategy.
We also publish regularly and update content frequently, which tells search engines that we care about delivering valuable and current content.
Email marketing
On the other hand, we build email marketing campaigns aligned with business and communication objectives. What does this mean? That this action has two aspects.
On the one hand, we generate content that promotes discounts and special benefits for current and potential customers (linked to landing pages, in most cases) and, on the other, we send emails that are related to the blog pieces to strengthen the content marketing strategy.
In addition, we segment the audience into different email lists (customers, leads, bounces, etc.), constantly monitoring the opening rates of each campaign with our client and analyzing which ones had the best performance to make data-driven decisions.
Landing pages
Landing pages are a fundamental part of an inbound marketing strategy, as they allow users to be offered information about a particular product or service in a concise manner, explaining its benefits and features.
At the same time, they serve to provide the necessary data to resolve any objections that may arise in the minds of potential customers.
On the other hand, thanks to them, companies can capture qualified leads and, consequently, generate new business, as happened with our client.
strategy-inbound-marketing-business
In order to boost business generation for the broker, we designed specific landing pages for each of its different products, since its solutions target different buyer personas.
Even though they promote different coverages, the landing pages we design have several points in common . Firstly, they always respect the aesthetics, voice and tone of the brand, previously defined by the organization.
Secondly, they present the benefits and features of the services, emphasizing the pain points of the buyers, positioning the products as a solution and rebutting the possible objections that may arise in the minds of potential customers.
They also include call-to-action buttons at different points on the landing page so that readers can leave their details. Why do we structure them this way? Because not all users scroll to the end and if the CTA were only there, the conversion would be lost.
Finally, we associate the landing pages with the campaign that we want to prioritize at a particular time (car insurance, home insurance, business insurance, etc.), as well as with blog articles, to reinforce the content marketing strategy.
Call-to-Action (CTA)
Another key point in an effective inbound marketing strategy is to create calls to action that are in line with the user profile, target the need they want to resolve and function as a natural corollary of the dialogue established with them.
Where do we place these CTAs? In emails, on landing pages, in blog articles, and in social media posts to prompt recipients of the pieces to take action, whether through filling out a form, leaving a comment, sending a text message, or engaging in a conversation via instant messaging systems.
Social networks
One of the most effective actions to strengthen an organization's niche authority is the use of professional social networks. That's why, over the last year, we began publishing LinkedIn posts that reference blog content pieces that talk about the broker's corporate culture and offer testimonials from key members of the company.
In this way, we differentiate the content strategy applied in this network with that used in social networks for end consumers - such as, for example, Instagram and Facebook - by publishing pieces aimed at positioning the broker as an authority in terms of customer experience, employer branding and customer service.
It is important to note that we do not work alone. What do we mean by this? We have regular meetings with the client to verify whether what has been implemented is yielding results or whether modifications need to be made in order to ensure the success of the strategy, constantly monitoring the scope of each action.