To accommodate fundamental change in consumer behavior, a new form of sales and marketing philosophy has emerged; “New Marketing” or “Inbound Marketing” refers to activities that attract visitors, rather than soliciting prospects’ attention. By producing interesting content and providing user’s valuable information, inbound marketing earns customer’s attention, makes the company easier to be found, and naturally draws customers to them.
Due to the abundance of digital resources and droves of accessible data, buyers are using online resources to gather intelligence before choosing a vendor (i.e. Google Search, Web Apps, Video, Social Media, etc.).
Interactive technology allows us the ability to guide our audience through a compelling narrative while affording opportunities to drill down to the user’s specific desired details. Providing the user an interactive and customizable flow of information conveys one’s story in a way that is uniquely useful. Digital storytelling is the process of enhancing user satisfaction: improving usability, accessibility, and pleasure provided by the interaction between the user and the business. Digital storytelling keeps users engaged, creates a valuable experience while reinforcing a company’s expertise and credibility.
An important aspect of Inbound Marketing is maximizing your “searchability”, ability to be found on the web. As most already know, Google is the leading search engine and has the biggest impact in allowing your business to be found by prospective customers. When a company is present across the web, produces consistent quality content, and that content is being shared among users, the authoritative rank (Domain Authority) of that source will improve. Logically, if people are sharing your content, it’s typically perceived as quality and coming from a trusted source. Google is constantly revising their Search algorithm (500-600 times per year). No update has been more impactful than Google’s Panda algorithm update which implemented over 200 New Factors.
Ultimately, Google wants to provide users quality content that is (engaging), from sources that have an expansive online presence (popularity) and receive positive reviews and feedback from their customers (trusted & transparent). Understanding Google’s mission with regards to search will help in developing and implementing successful future digital initiatives.