First, to address the elephant in the room: yes, email still works! With all the new communication channels and platforms available, every year a handful of “gurus” declare email marketing dead. Soon thereafter, actual marketers who are “in the trenches” doing the work chime in to report that they are still seeing results ranging from good to excellent with their email campaigns. This year is no different, and our clients are using email quite effectively.
Dictionary.com defines personification as “the attribution of human nature or character to animals, inanimate objects, or abstract notions” or “the representation of a thing or abstraction in the form of a person.” You may have noticed that advertisers are using that approach to great effect these days. And their success can provide a cue for your inbound marketing.
These are exciting times in inbound marketing, with new strategies and tactics being developed faster than ever before. However, this means that “what works” for building a brand, increasing lead generation, and growing sales is changing rapidly too. At our Colorado Springs inbound marketing agency, we stress the importance of data-driven marketing and of staying on top of the tactics that are driving results, both for your company and for other marketers.
If your company is like most, your website is the cornerstone of your inbound marketing efforts. As the first “salesperson” that prospects encounter, it’s critical that your site is fine-tuned at all times. Nevertheless, it’s not uncommon to have a “set it (up) and forget it” mentality. As one of the top inbound marketing agencies, with teams in Colorado, Washington, and Missouri, we are also one of the most doggedly persistent in encouraging clients to take another look at their site because we know even small tweaks can have a big impact on engagement and conversion rates.
There was a time when nonprofit entities tended to believe that content marketing was meant for businesses only. Today, however, nonprofits understand that they can leverage engaging materials to attract and inform their target audience, thereby increasing support for their cause. However, just like with any organization, it requires a solid strategy that incorporates some proven tips of the trade.
In a previous post, I talked about “content fatigue” as a condition we’re all experiencing as more companies come to understand the power of content marketing and begin creating bushels of content. But, I expressed my opinion (which is shared by some of the wisest marketing gurus out there) that the idea that inbound marketing has run its course is nonsense. No marketer worth their salt is going to turn back the clock and start bombarding their target audience with old school flyers full of nothing more than product features and benefits.
You’ll sometimes hear a discipline described as “simple, but not easy.” That label is perfect for inbound marketing. You create interesting and informative content, offer it to your prospects for free, and then nurture your relationship with them until they become customers. Simple. Unfortunately, as one of the top inbound marketing agencies in Colorado and Missouri, we know from experience that it’s not as easy as it sounds. Success in inbound marketing requires more than great material. There are a number of other key components you must have in place if you want your inbound program to thrive.
Right now or later this week… in a conference room across town or across the country… a team is or will be meeting not to focus on their product and service offerings, but on yours. In today’s increasingly competitive business climate, companies that have an understanding of what others in their industry are doing are much more successful than those that don’t. As part of your content marketing efforts, it’s critical that you commit some resources to competitive research.
It just seems to be human nature that even if someone isn’t engaged by the content of an email, they will often scroll down to the signature block to see who it is from. They’re just looking for a name and title, but while you have their attention, it’s a great time to take a second shot at connecting with them. By adding a little teaser to your signature area, you may just get them to click.
Lead nurturing is the process of repeatedly reaching out to a prospect as they make their way into and through the sales funnel. The goal is to provide helpful content that answers the questions the prospect has at each point along their buyer's journey. Lead nurturing creates confidence in your prospect that your solution is what they need. That’s a little different than the old-school approach to marketing, which was to send a list of product features and functions to a prospect, and if they were interested, great—and if not, so be it. While that sort of “one and done” approach didn’t require a lot of time and effort, it was not, as you can imagine, very effective.
Oh, how time flies! I can’t believe I’m saying that fall has officially arrived, but it has. And before you know it, we’ll be handing out candy, eating turkey, wrapping presents, and ringing in a new year! I suppose as marketers we're especially sensitive to the passage of time, as we’re constantly trying to stay ahead of the curve.
Social media marketing is a powerful strategy for getting more name recognition and increasing your market share. One of the beauties of this medium is how easy it is to publish a post or an update. However, for that reason many organizations figure they can connect with their audience whenever they can carve out a few minutes to draft a post. The truth is, it not only matters what you say to your audience, but when you say it.
Most companies today have some form of social media strategy. For your organization, social media might be a key component of your marketing plan (as it should be!), or you might simply write a blog post every few months and tweet once a week. In either case, there are always ways to improve the depth of the connection you have with your prospects and customers. As one of the top HubSpot agencies in Colorado, the first piece of advice we give to our clients is to use HubSpot to increase the efficiency and effectiveness of their social media strategy. From there, there are a number of ways to fine-tune your use of social media.
At first blush, inbound marketing seems to be as exceptionally simple as it is effective. You just create and promote great content on a regular basis and soon you’ll have a consistent flow of solid leads that turn into closed deals. However, as people new to the strategy soon learn, there are a number of potential problems you can encounter. Knowing what they are and how to avoid them can make the difference between budget well spent and wasted.
Coming up with a continuous stream of high-quality material is critical to your content marketing success. But, the longer you are using inbound marketing, the more likely it is you’ll run into periods where your brainstorming sessions don’t produce a downpour of new ideas but a light drizzle at best. Fear not and grab your umbrella! We’ve got a number of time-tested tips for ensuring your sessions are productive.
There's no hiding the fact that we are unapologetic HubSpot fans here at 30dps. So I will make no pretense at this being an unbiased answer to the title question. However, we do occasionally run across folks with whom we have a discussion about the "high cost" of HubSpot. Candidly, we put off our own decision to start using HubSpot for over a year, largely because of the perception that the cost was too high for our meager marketing budget. But since the day we pulled the trigger on it, we've never looked back with anything but satisfaction and gratitude.
When we truly committed to inbound marketing, the difference was profound. We'd been talking the talk for a long time, and we're certainly believers in content marketing, but we'd never really walked the walk. The data supporting a move to inbound is pretty compelling. For most small to medium-sized businesses, and many large businesses, inbound marketing should be a huge part of the marketing mix, or even the cornerstone around which marketing strategies are built. The worst thing you can do however, is to merely pay lip service to inbound marketing, because an inbound strategy that lacks commitment is a high-risk proposition. Here are the top five risks associated with a failure to commit to inbound marketing.
There is little doubt that outbound marketing is still an effective tool, especially for big national brands with huge marketing budgets. Even for certain types of small to medium-sized businesses, outbound marketing can be an important tool for getting the word out. But there is little question today, that for many types of businesses, inbound marketing pays significantly higher dividends than more traditional outbound marketing. Here are five clear ways that inbound takes the prize.
Every once in a while we are approached by someone who actually says something like, "I'm really not into all of this social media jazz, but I know we probably need to start doing more of it. So we've been thinking... can you help us develop a [fill in the blank] that will go viral?" To which, I of course, always respond with, "Why of course! We'll get right on that!"
As much as we talk about the details and inner workings of inbound marketing, we sometimes fail to clarify WHY we are such big proponents. We have discussed the different elements of inbound and content marketing, and hopefully shed some light on the pitfalls and challenges. But here are four reasons why we LOVE inbound marketing and content marketing: