How to use inbound marketing to increase organic website traffic : Case: Youredi
Babati, Barbara (2019)
Babati, Barbara
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201905159953
https://urn.fi/URN:NBN:fi:amk-201905159953
Tiivistelmä
Generating high-quality website traffic is one of the prerequisites to be able to attract people with a specific interest to a webpage and convert them into high-quality leads. To acquire leads, in the digital age, companies are increasingly using pay-per-click digital advertising or inbound marketing tactics that embrace content marketing and search engine optimization best practices.
The researcher had the hypothesis that growing the traffic to the case company’s website could be beneficial. By creating useful content, prospects would be able to find the company, and the visitors could be turned into leads. On the long run, this could significantly improve the marketing and the sales funnels.
This current thesis was conducted as a research and development project throughout 2018 and the beginning of 2019 for the case company, Youredi. The research aimed to evaluate whether inbound marketing, content marketing, and search engine optimization could create long-lasting results in terms of obtaining organic website traffic and thus generating more qualified leads. This thesis presents and analyzes in detail the development of the project and Youredi’s marketing funnel throughout 2018 and the first quarter of 2019. The thesis also provides a detailed analysis of the situation before the project to help the readers understand what impact inbound marketing, content marketing, and search engine optimization could have on a business-to-business company’s marketing and sales.
The results of this research helped the researcher to identify whether inbound marketing was a feasible option for the case company and what content the company could use in the future to continue acquiring traffic and prospects. The researcher also identified recommendations for the case organization regarding what actions they could take to continue to increase sales by utilizing improved digital marketing tactics.
The researcher had the hypothesis that growing the traffic to the case company’s website could be beneficial. By creating useful content, prospects would be able to find the company, and the visitors could be turned into leads. On the long run, this could significantly improve the marketing and the sales funnels.
This current thesis was conducted as a research and development project throughout 2018 and the beginning of 2019 for the case company, Youredi. The research aimed to evaluate whether inbound marketing, content marketing, and search engine optimization could create long-lasting results in terms of obtaining organic website traffic and thus generating more qualified leads. This thesis presents and analyzes in detail the development of the project and Youredi’s marketing funnel throughout 2018 and the first quarter of 2019. The thesis also provides a detailed analysis of the situation before the project to help the readers understand what impact inbound marketing, content marketing, and search engine optimization could have on a business-to-business company’s marketing and sales.
The results of this research helped the researcher to identify whether inbound marketing was a feasible option for the case company and what content the company could use in the future to continue acquiring traffic and prospects. The researcher also identified recommendations for the case organization regarding what actions they could take to continue to increase sales by utilizing improved digital marketing tactics.