INFOGRAPHIC: Measuring Conversions with Attribution Modeling

Posted on Fri,Sep 14, 2012 @ 10:00 AM


Attribution modeling is a way to assign credit to all marketing channels along the path to a conversion, which include organic and paid search, referrals, direct visits, email marketing, and other forms of Internet endorsements and advertisements. Different models can be used to measure ROI depending on specific business needs and marketing strategies. From Slingshot SEO, here's an infographic that provides an overview of some of the different attribution models commonly used by inbound marketers.



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Tags: Inbound Marketing, Conversion Testing, ROI, Conversions, Attribution Modeling

Content Marketing Mistakes

Posted on Tue,Sep 04, 2012 @ 10:00 AM


Content blogging has become a booming market, and yet, many small businesses struggle to fully take advantage of their expensive content. From JeffBullas.com, here are six content marketing mistakes to avoid in order to get the most out of your content.

Mistake 1 - Not Having a Plan
Most firms have little more than a short term plan that includes their next few blog posts or webpage additions. To go beyond your next few weeks of content, look at the big picture, determine how your content is adding value, make sure your content leads customers to and through the sales funnel, and track responses to your content for continuous improvement.

Mistake 2 - Wrong Purpose
"The goal of content writing is to spread valid professional advice about a topic that relates to your business." Avoid thinking that content is somehow about the writer, a random topic or a selling point. Know your audience, and write topics they want to read. The goal is to create value, not get a quick sell.

Mistake 3 - Lack of Professionalism
It should go without saying that content needs to be grammatically correct, clear and valid. Content should also be interesting, engaging and meaningful.

Mistake 4 - Incorrect Usage of Social Media
Not using social media at all leaves a lot of potential marketing benefits on the table. Overuse social media, and it can become your sole content marketing effort. Be consistent with your social media use, across all networks. Make it easy for readers to share your content by using social media buttons on your site.

Mistake 5 - Improper SEO
Improving your search engine rankings is one of the main reasons to do content marketing. But you need to be aware of the latest SEO techniques. Consider hiring an SEO expert to help draft a content policy that incorporates SEO best-practices.

Mistake 6 - Untapped Resources
Find ways to incorporate your business’s specific strengths and expertise into your content to make it unique. Employees can be tapped for ideas or to do the actual writing. Content should set your company apart.

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Tags: Inbound Marketing, SEO, Content Marketing, Social Media

Analyzing your Inbound Marketing Funnel for Investment Success

Posted on Thu,Aug 30, 2012 @ 08:10 AM

Having a good understanding of your inbound marketing funnel is essential to generating revenue.  Even more important is making sure that you are not wasting that revenue investing in channels that do not support your goal.  

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Tags: Inbound Marketing, Lead Generation, Sales Funnel

INFOGRAPHIC: How Marketers Use Social Media

Posted on Mon,Aug 27, 2012 @ 10:00 AM


SEOmoz conducts an annual industry survey (6491 respondents) on the state of search engine optimization, internet marketing, and the marketing profession. Hubspot has created an infographic snapshot from that data.

A Closer Look at How Marketers Are Using Social Media

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Tags: Inbound Marketing, HubSpot, SEO, Marketing Strategy, Content Marketing, Infographic

Social Media Marketing Mistakes

Posted on Thu,Aug 16, 2012 @ 10:00 AM


From JeffBullas.com, here are fifteen mistakes commonly made by marketers inexperienced in managing social business and content marketing presences.

Confusing Your Content with Product Talk
Content can relate to your company and its products/services, but the main focus should be to educate and entertain. Few audiences will find a product description to be engaging.

Confusing Your Contacts with Business Connections
Real connections are people who have an investment in your content and are much more likely to interact with you and spread the word. Those connections are much more valuable than uninterested "friends", "contacts" or "fans".

Thinking that Having a Blog Means You Are Being Heard
Participation in social media doesn't automatically equate to having an audience. Your blog content likely won't get a lot of initial interest. Beyond publishing your own blog, comment on other blogs, write guest posts, build a following and spread content through as many relevant networks as possible.

Shouting for Attention
Don't repeat the same status update multiple times, or write in all CAPITAL LETTERS. Instead, keep producing good content. It will eventually get noticed.

Confusing Your Contacts with Newsletter Subscribers
Don't add someone to an email list unless they specifically register for it, or you've asked their explicit permission to be added.

Fan-Buying
The best way to build a social media following is by being visible with consistent, good content. Offers that promise fans or followers for cash are a waste of money and time.

Confusing Connections with Conversations
As a rule, only 1% of participants will create content or start discussions, 9% will response and 90% will do neither.

Confusing Infographic Production with a Social Media Strategy
Infographics are a great way to share relevant information in an organized way, but it's only one type of content. You need to have multiple content outlets.

Animal Images
While pictures of animals are the most frequently shared items on many social networks, they won't get you taken seriously as a business.

Confusing Numbers with Real Statistics
Base you insights on real data. Don't choose numbers just to prove a point.

Confusing Statistics with Facts
When sharing data, understand how it was derived and what it actually means.

Confusing Followers with an Audience
Not everyone who follows you actually listens to you. Focus on direct contact and pay attention to your followers' updates.

Confusing Following with Marketing
"Marketing is the careful interaction of different channels, well placed content, connecting and communicating (with the right people) and eventually building relationships to potential customers."

Thinking that Social Media Engagement Means You Have the Attention of the Masses
A big network doesn't automatically translate to a large audience. You must actively connect with others before you can expect other people to listen.

Confusing Communication with Talking
Marketing is no longer a one-way street. The days of putting out a marketing message and then waiting on the numbers is over. With social media, you must share information and listen to your audience.

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Tags: Social Media Marketing, Inbound Marketing, Marketing Strategy, Content Marketing

INFOGRAPHIC: B2B Email Marketing

Posted on Mon,Aug 13, 2012 @ 10:00 AM


As the role of inbound marketing increases, email has become a lead nurturing tool, rather than a primary source of lead generation. From Pardot, here's an infographic about the changing role of email in marketing strategy.



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Tags: Inbound Marketing, Marketing Strategy, Email Marketing, Infographic

INFOGRAPHIC: Integrated Marketing

Posted on Fri,Jul 20, 2012 @ 10:00 AM


Marketers can feel paralyzed by the seemingly infinite number of marketing channels available for them to try to reach customers. They should put their customers in control by allowing them to choose how and when they wish to receive relevant information and/or make purchases. From Neolane, here's an infographic of integrated marketing statistics which shows how customers are interacting with brands through these channels.



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Tags: Social Media Marketing, Inbound Marketing, Marketing Strategy, Infographic

INFOGRAPHIC: Competing with Big Brands

Posted on Fri,Jul 13, 2012 @ 10:00 AM


Social media and inbound marketing techniques make it possible for small businesses to compete with and succeed against Fortune companies. From Cox Business, here's an infographic about how the little guys stay ahead of their larger competition.



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Tags: SMB Lead Generation, Inbound Marketing, Infographic, small business marketing

Creating an Inbound Marketing Plan

Posted on Thu,Jul 12, 2012 @ 10:00 AM


Outbound marketing requires you to invest time and money in attracting new customers one at a time, via techniques like cold calling, pay-per-click advertising and media buys. But as prospects are exposed to more and more sales messages on a daily basis, outbound marketing has become less and less effective. As a result, inbound marketing, the process  by which you build and distribute valuable content that enables new customers to find out about your business without direct involvement on your part, has become more popular. From Entrepreneur.com, here's a five step guide for starting an inbound marketing campaign.

Identify Your Target Customers
Before you can drive visitors to your website, you need to determine what type of customer you'd like to reach. The more specific your target audience, the better, as you'll be able to tailor your content to their interests. Do a thorough analysis of the types of customers you have attracted in the past.

Set Your Desired Action
Once you've determined your audience, decide what you want them to do when they visit your site by setting up a call to action. This will depend on your business goals. Examples include making a purchase, subscribing to an email list or sharing your inbound marketing content.

Create Your Viral Campaign Pieces
Include content in your campaigns that can be easily shared via social networks. This can be text-based articles, infographic images or video, to name a few. Produce content types geared toward the way your target audience behaves online. Always include your calls to action.

Get Social
Distribute your content on the social networks where your target audience is most active. Your content is more likely to be shared if you are a valued, engaged member of your chosen social communities. Therefore, interact with those communities and share content beyond your own marketing pieces. After building trust within a community, ask power users to share your content.

Measure Your Inbound Marketing Success Rate
Make your goals measurable, whatever they are. It's always helpful to know which of your marketing actions drove a visitor to your site, for example. Google Analytics can be a useful tool in determining whether your efforts are working.

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Tags: Inbound Marketing, Content Marketing, Call to Action, Outbound Marketing

Try Unique Content Types

Posted on Thu,Jul 05, 2012 @ 10:00 AM


Successful inbound marketing requires the regular creation of quality content. Blogs and social media are a big part of that content creation, but the same type of content, over and over, can bore your prospects. From the Hubspot Blog, here are 14 underutilized content types to give a try.

Animated GIFs
Easy to make, GIFs have been around awhile, and can add an interesting visual element to your marketing content.

Comics/Cartoons
Funny cartoons that are relatable to people in your industry will garner more social shares than the average text update. They also stay popular on the web longer than other inbound links.

Concept/Content Visualizations
Visualizations can more easily explain abstract or difficult-to-understand concepts that are hard to describe through text.

Controversial Content
Controversy is compelling, because it stirs up emotion, inspires passion and motivates action. Back up your opinions with supporting arguments. Don't stir up controversy just for the sake of controversy.

Livestreaming Video
Excellent for real-time social engagement. Record your livestream and make it available for on-demand viewing.

Embedded Tweets
Promote your social media presence right on your website site. If you have users who are tweeting positively about your company, you should be showing it off.

Event Information
Have a webpage dedicated to events your company will be attending in the foreseeable future.

Infographics
Eye-catchingly colorful, use infographics for almost any subject to illustrate data-based or process-based information.

Memes
Adapt current popular memes for your own marketing purposes.

Music Videos
Videos are excellent for branding and brand awareness.

Original Data
Survey your customer base, or partner with a research firm to help you collect the data and pull together a research report on the findings, and release it as a new offer.

Podcasts
Podcasts are great for people who want to learn while commuting or traveling.

SlideShare Presentations
Share your internal presentations (sans company secrets) with the general public.

User-Generated Content
Leverage the content created by passionate fans of your brand. Use testimonials or incentivize the creation of content.

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Tags: Inbound Marketing, Content Marketing

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