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How Inbound Marketing Works

What is inbound marketing? According to HubSpot:

Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don’t always want, inbound marketing forms connections they are looking for and solves problems they already have.

To summarize, the idea is to attract, engage, and delight users (aka the HubSpot inbound marketing trio). And if you do that effectively, you’ll generate more repeat customers!

Our Comprehensive Keyword Research Process

  1. Keyword Collection
    • We typically collect anywhere from 1,000 to 6,000 keywords, depending on your niche.
    • We collect keywords from 8-12 different sources, including:
      • Your Competitors
      • 3rd Party Data Tools
      • Your Own Data in Google Search Console & Google Analytics
      • Search Engine Results Page (SERP) Landscape
      • Your Industry’s Data
      • Suggestions & Recommendations from Google
      • Validation with Our Own Ideas
  2. Keyword Analysis
    • We use our own proven formula to discover the most commonly recurring terms and phrases within your keyword list.
  3. Keyword Grouping (Clustering)
    • The full list of keywords discovered is broken down into separate and targeted groups.
    • Our most intensive and time-consuming stage, this is where our secret sauce ensures that every opportunity we find targets your needs, your goals, and your bottom line.
    • Through this process, we are able to effectively set the foundation of an optimal, ongoing content strategy that will benefit your website from both on-site (content and optimizations) and off-site (link building) SEO.
  4. Keyword Mapping
    • We decide which pages should correlate with which keywords.
    • We identify quick wins and “striking distance” opportunities to meet success metrics faster.
    • We identify new pages that should be created for keyword groups that aren’t mapped yet (content gaps).
  5. Finally, we present a thorough, holistic strategy that will integrate seamlessly throughout all SEO and digital marketing endeavors.

What Is On-Page Optimization and Why Is It Important?

On‐page optimization is the process of optimizing website pages to help them rank higher and gain more visibility in the search engines. The end goal of this process is to increase organic traffic to your website and ultimately, conversions.

While many individuals and businesses provide these SEO services, Sure Oak prides itself on focusing this process and strategy directly on your bottom line. This is not a service of best practices that have been around for 15 years. SEO changes yearly, monthly, sometimes even daily. We stay up-to-date on these trends and ensure that our clients benefit from current, impactful optimization strategies.

Sure Oak Optimization

Here at Sure Oak, our experts collaborate with you to determine what the website needs are, as well as what goals and priorities to focus on long-term. We build all optimizations around targeted keywords, unique content, user intent and targeted audience, and your customer buyer’s funnel.

In order to accomplish a positive outcome in the above areas, we utilize comprehensive research and optimization development across the following elements. However, please note that each website,even each page within a website, will have its own unique strategy to effect maximum impact and success.


Social media advertising is more than just another way of getting your products and services in front of potential customers. Unlike display ads, which appear on any website, regardless of whether or not it’s related to your business, users on social media are exposed to ads that align closely with their personal interests.

Not only that, but you have more control over your ad spend. With Google Ads, your only choices are search and display ads. But with social media, you can choose to buy ads on the most cost-effective platform. You can even experiment at first, and once you start seeing results you can branch out to other, more costly platforms that are more competitive.

As is the case with any advertising, your ROI will depend on the quality of your ads and the overarching strategy behind them. However, there are a few guarantees.

First and foremost, social media ads will expose users to your brand who otherwise may not know it exists. This also garners some name recognition, as the second time they see your ads, they’ll say, “hey, I know those guys.”

On a more granular level, ads on social channels can generate traffic to your website or even help you collect information, like email addresses, from users for remarketing purposes. And last but certainly not least, ads can generate sales — especially if you’re running a promotion or discount on your products or services.

While there are many social media advertising platforms on the Internet that offer paid advertising options, it’s important to choose the platform that will allow you to reach a relevant audience.


When it comes to your campaign there are some big players in the game that should be considered. These networks include Facebook, Twitter, Pinterest, Instagram, LinkedIn, YouTube, Snapchat and TikTok.

Our strategists, as well as social media specialists, can help your business choose the best platforms for your social media ad management services. Helping your company focus on the most useful networks for your company can result in a bigger return and better results.

All businesses, from local brick and mortar stores to enterprises with a national presence, can benefit from social media advertising. Part of the beauty of social media advertising is that you can focus on the platform(s) where you’re most likely to engage with users. B2B businesses may focus on LinkedIn whereas a lifestyle brand may prioritize Instagram. It all depends on where your potential clients and customers spend their time.

This is one of the first questions companies that are interested in running social ads ask. And it’s an important one.

There is no one-size-fits-all — not even a percent. And while the industry average falls between $200–$350 a day, not every company has that kind of budget, and it may not even make sense for your company to spend that much, even if you can afford it.

Regardless of what your budget is, you’ll need to account for not only the cost of the ads; you’ll also need to account for the development of the ads — design, copywriting, etc. — as well as managing the ads accounts — billing, analytics, etc.

One other thing to consider: anytime you run ads, whether it’s on social media channels or Google, you can always increase your ad spend. There’s nothing wrong with starting out small, establishing some baseline performance metrics, and then increasing your budget once your ads start performing better.

The constantly changing nature of social media also means that those in the field must stay up to date with the latest tools, trends, and advertising policy updates. Social media advertising companies are dedicated to staying on top of social trends and policies that lead to successful campaigns.

When considering whether or not to make someone on your current team your social media advertising guru, you should consider how much you have in your budget, whether you have the resources to teach them the tricks of the trade, and how fast you want results.

If you’re looking for someone that can jump in right away to help your business create a fantastic social media advertising campaign, going with an agency is your best bet.

Do you know if your webpages are performing to their maximum potential? Find out more about how our SEO optimization services can help your business.