Inbound 281's blog often refers to inbound marketing as a type of marketing with many moving parts.
Your website is, of necessity, one of the foundational pieces of your inbound marketing strategy. With growth-driven design (GDD), your website becomes supercharged as a marketing tool.
Inbound marketing is all about delivering engaging content, creating an ideal user experience, generating leads, and cultivating those leads all the way through their buyer journey and the entire customer lifecycle.
Growth-driven design helps you to do all of those things more efficiently, driving revenue growth for your business.
How GDD Impacts Content Creation
One of the cardinal rules of content creation as a part of inbound strategy is that your content must be consistently relevant and engaging to your target audience. To that end, you create buyer personas to help you visualize that audience.
In CMI's "10 Ways to Make Your Website Content More Relevant (and Rank Higher)", Neil Patel has this to say:
"Relevance is completely audience-dependent. Part of the reason why relevance seems mysterious is because it is often viewed as a static entity - something that you can attain or achieve. In reality, relevance is a dynamic force. It is born in the identity of the user and responded to in the content of the marketer."
What does all this have to do with growth-driven design? GDD enables you to modify content on your website, update downloads and offers, and add new pages with fresh content, as needed.
Additionally, because GDD is data-driven, you can quickly see how each content asset is working on your site, and make adjustments to your strategy accordingly. GDD helps you identify what performs best with your target audience, and this information enables you to create content to support your best assets.
How GDD Impacts Conversion Optimization
In a similar way, GDD helps you make adjustments in the design elements of your campaigns to ensure that each element increases conversions.
With GDD, you can easily test changes to design elements, placement, and CTAs. Using heat mapping technology, you can quickly see how your visitors are interacting with your site and make adjustments as needed.
How GDD Impacts Social Media Marketing
Ideally, your social media accounts all lead visitors back to your website so that your customers can share your content and interact with your brand.
GDD allows you to optimize the placement of your social icons and sharing buttons to better appeal to your target audience. This is, of course, in addition to the content creation advantages mentioned earlier.
GDD also yields valuable information about which social media sites your visitors are using, thereby helping you target your inbound marketing campaigns more accurately.
How GDD Uses Metrics and Accountability
Because it allows you to track every action item you implement, the growth-driven design process enables you to make future inbound marketing decisions based, not on mere supposition, but on customized, comprehensible data.
A variety of metrics can be captured and analyzed to aid this process, including:
- Heat maps
- Tracked clicks
- Tracked downloads
- Specific page views
- Time spent on site
Each of these metrics represents a piece of a larger inbound marketing puzzle. Embracing GDD as integral to your overall inbound strategy will drive growth for your business. To talk with inbound marketing specialists who create growth-driven web designs regularly, please contact us today.