Inbound Marketing: Driving Website Traffic

Inbound marketing is an emerging technique that can radically grow relevant traffic to websites and subsequently convert visitor into qualified leads.

The introduction of the Hummingbird update to the Google search algorithm in August 2013 radically changed the ranking of websites. Prior to this many sites could achieve high ranking by being skilful at technical search engine optimisation. Post-Hummingbird, SEO skills alone are no longer sufficient to achieve high rankings.   The search update places the emphasis on high quality content that meets the needs of the people searching.  It delivers useful content rather than just facts.  This means having a content strategy that meets the needs of your target audiences is fundamental to successfully increasing organic search traffic.

Essentially content marketing helps you be seen by your audience and helps you to engage with them.  For brands that means increased awareness of your offering and greater engagement wth your website.

Inbound marketing takes content marketing one step further by using a methodology (processes and techniques) to gather information about visitors to your website and to turn them from just site visitors into engaged contacts (or leads) through to brand advocates.


Creating meaningful content can be a challenge for teams, which is why many outsource the creation of content from specialist agencies.  Content needs to be relevant and well-written and many search engines value good quality English. Brands and companies are not short of content, but it needs sifting, prioritising and writing by experts in a way that search engines will find.

So let’s assume we have content, or a plan to get the content, how do we publish this content?

Marketing Automation Platforms

There are many channels to get content seen by your target audience, including blogs, website pages, emails and social media platforms. However this is fraught with problems. Each communication channel has historically required different systems, such as a website content management system (CMS), a social media platform and an email broadcast tool. This proliferation of systems complicates the process and adds time and inefficiency.

In recent years marketing automation platforms have emerged which bring together every aspect of digital marketing, giving marketers great control in publishing content.    Examples include the market leader, Hubspot, and other solutions providers including Marketo and Pardot.

Essentially in one cloud-based system, you can rapidly publish content and measure the impact that this content has.   One a matter of minutes it is possible to create a campaign, build an email and send it to only relevant people, create a landing page with a smart data capture form and populate social media.

In essence inbound marketing, delivered using marketing automation, will increase web traffic, increase the number of qualified leads and increase sales.

Rave is an inbound marketing agency in Birmingham and approved implementation partner for Hubspot, the world’s leading marketing automation platform. For more details, get in touch or call John on 01675 467 462/ 07748 114444 or email

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