INFOGRAPHIC: The Content Marketing Matrix

Posted on Fri,Jun 15, 2012 @ 10:00 AM

First 10 and Smart Insights have created a matrix for every content marketing goal. One axis measures purchase intent, from "Awareness" to "Purchase". The other axis measures decision style, from "Emotional" to "Rational". This yields the quadrants Entertain, Inspire, Educate and Convince. Different content types have then been plotted to help you choose the best content for your goals and customers.

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

INFOGRAPHIC: The Power and Growth of Mobile Marketing

Posted on Mon,Jun 04, 2012 @ 10:00 AM

From HighTable, here's another infographic about mobile phone marketing. This one focuses on how advertisers are trying to utilize the huge potential of mobile marketing and whether consumers have started to pay attention yet.

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Tags: Inbound Marketing, Marketing Strategy, Mobile Marketing, Smartphones, Advertising

Executing an Outstanding Inbound Marketing Campaign

Posted on Thu,May 31, 2012 @ 10:00 AM

Hubspot defines an inbound marketing campaign as simply a concentrated effort to attract leads and customers who are interested in a particular topic, or have a specific need. Executing an inbound marketing campaign is more complicated. To help with execution of a successful inbound marketing campaign, here's a 5-step process.

Determine Your Offer Mix
Create pieces of valuable content that you anticipate will drive conversions. Start with 4-5 offers of varying formats initially.
  • Whitepapers
  • Guides
  • Webinars
  • Free Assessments
  • New Tool Previews
  • Downloads
  • Registrations
  • New Leads
  • Customers Generated

Set a Timeline and Goals
Offers should last long enough to maximize impact without diluting the theme from running them so long. Campaigns typically run anywhere from 30 to 90 days. Use benchmarks from similar marketing offers. Add complementary goals to the regular metrics. Measure throughout your campaign timeframe.

Drive Traffic
Support your campaign via your communication channels.
  • Blog
  • Social Media
  • Email
  • PPC Ads
Measure click-throughs to your offers, conversions, content sharing.

Nurture Your Leads
The cardinal rule of inbound marketing is to provide value, not high-pressured sales pitches. Incrementally give your leads more and more information, and to nurture them through the sales funnel. Introduce the leads to your product or service as they more engaged in the content. Monitor the click-through rates of your lead nurturing campaigns.

Close Your Campaign & Report On It
As the campaign finishes, report on the following.
  • Views
  • New Leads
  • Total Submissions
  • New Customers

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Tags: Inbound Marketing, Marketing Strategy, Metrics

Important SEO Statistics

Posted on Thu,May 03, 2012 @ 10:00 AM

According to Search Engine Journal, at the very least, you should get your minimum viable search engine optimization (SEO) right and then move onto building your site. Beyond that, correctly implemented, "advanced" SEO techniques can really increase your traffic. Search Engine Journal has published a list of 24 SEO statistics to keep in mind when investing in your own SEO efforts. Here's a selection.

  1. 70% of the links search users click on are organic.
  2. 70-80% of users ignore the paid ads, focusing on the organic results.
  3. 75% of users never scroll past the first page of search results.
  4. Search and email are the top two Internet activities.
  5. Companies that blog have 434% more indexed pages, which generates more leads.
  6. Inbound leads cost 61% lower than outbound leads.
  7. SEO leads have a 14.6% close rate. Outbound leads have a 1.7% close rate.
  8. 79% of search engine users say they always/frequently click on the natural search results. 80% of search engine users say they occasionally/rarely/never click on the sponsored search results.
  9. Google owns 65-70% of the search engine market share.
  10. Over 100 billion global searches are conducted each month.
  11. 83% of internet users use search.
  12. Mobile internet users will reach 113.9 million in 2012.

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Tags: Inbound Marketing, SEO, Search Engine Marketing

Website Elements that Hamper Inbound Marketing

Posted on Thu,Apr 26, 2012 @ 10:00 AM

Hubspot says that one of the central tenets of inbound marketing is "Do Not Annoy". And yet, many websites contain elements that only generate complaints from visitors. Poor user experience can cause high page abandonment rates, low visitor-to-lead conversion rates, poor organic search listing positions, and a bad reputation. Here are Hubspot's 15 most annoying things on websites.

Pop-Up Ads
Convert site visitors into leads with good content, not an interruptive gimmick.

Automatically Playing Multimedia Content When a Page Loads
A visitor is more likely to close the page rather than looking for a "Stop" or "Mute" button.

Disorienting Animations
Users typically take 3 seconds to orient themselves on a given webpage before clicking "back" in their browser. Anything that detracts from a visitor's focus during those critical 3 seconds is a bad idea.

Generic Stock Photography
Show pictures of real customers, real employees, your product, and your location, instead.

A "Contact Us" Form Instead of Contact Information
A "Contact Us" module is vague and generic, and should never be the only means of communication between you and your customers. Let visitors get in touch with you via email, the phone, and social media.

Unintelligible "About Us" Page
Make sure you're writing in a language that non-experts and others outside your industry can understand. Avoid business babble.

SEO-Driven Copy
Don't write for website crawlers from the early 2000s; write for humans.

Not Including Social Sharing Buttons on Your Content
By making social sharing easier, your content will get more visibility.

You Don't Have a Blog
An "About Us" page isn't enough to tell a company's full story. A series of blog posts can give visitors a better understanding of who your are, who works at the company, and how you've grown.

Titles and Content Are Incongruous
Titles can capture a visitor's attention, but content isn't related to the title will disappoint the reader.

Your Call-to-Action Copy Doesn't Align With the Offer
Visitors should receive exactly what they were promised.

Your Internal Linking Isn't User-Friendly
Avoid pointing users to irrelevant pages, linking strange phrases within the copy, and overdoing it to the point of making content unreadable.

Sliders That Take too Long to Load
Use sliders that load images quickly and don't require a new page to load every time a user clicks.

Using Flash
Search engines can't read Flash, so your site won't get indexed.

The Worst: Visitors Don't Know What to Do
Visitors to your site should immediately be able to see what your website does, what the value of that is, and what they should do next.

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Tags: Inbound Marketing, Website Optimization, Website Marketing, Content Marketing

INFOGRAPHIC: Inbound Marketing Explosion

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

Inbound marketing attracts customers by offering them useful, relevant information. From Search Engine Journal, here's an infographic about how widely inbound marketing has caught on and how businesses are finding success with it.

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Tags: Inbound Marketing, Infographic

INFOGRAPHIC: Inbound Marketing Funnel

Posted on Wed,Apr 11, 2012 @ 10:00 AM

From Smart Insights, here's an infographic that shows the entire inbound marketing process.

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Tags: Inbound Marketing, Infographic

VIDEO: Using Video to Market Your Business

Posted on Tue,Apr 10, 2012 @ 10:00 AM

From, here's a short video of Chris Brogan explaining how businesses can leverage video in unexpected ways for marketing.

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Tags: Inbound Marketing, Content Marketing, Video, YouTube

INFOGRAPHIC: The Inbound Marketing Multiplier

Posted on Fri,Apr 06, 2012 @ 10:00 AM

From Marketo, here's an infographic that explains the benefits of combining inbound marketing with a traditional, outbound marketing campaign.

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Tags: Inbound Marketing, Infographic, Outbound Marketing

Landing Pages That Work

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

A landing page is a website page where traffic is directed specifically to prompt an action or result, usually to move a prospect further along in the buying cycle. Copyblogger recently posted The 10 Commandments of Landing Pages That Work. Here's a look at those tips.

Have One Goal
A landing page with no goal is just a "branding" page. A landing page with multiple goals will likely confuse visitors and cause them to leave the site.

No False or Unnecessary Imagery
Only use relevant and gainful imagery. Disclose all your affiliations.

No False Endorsements
Don't use an authority's name without permission. Honor all the promises, offers and guarantees that you make.

Use Whitespace
Keep landing pages readable by recognizing the most readers will skim or scan the page. Break up text with subheaders, bullet points and simple sentences.

Consider Page Performance
Keep load times fast by considering your web host, bandwidth and client program impact.

No Boring Copy
Don't kill a visitor's interest with boring content. Remember that you are trying to gently persuade the visitor to complete a goal. Don't make unbelievable claims.

Unadulterated Premises
Don't have external irrelevancies on the page. Everything on the page should be focused on the visitor and the goal.

Don't Steal
Don't steal the visitor's time, money or bandwidth. Inform, educate and persuade only after receiving consent and permission. No scams or spam. Deliver value.

Always Be Truthful
Be completely honest about your product, your offer, your guarantee and your competitors.

Do Not Covet
Don't covet your visitor's cash, credit card, email address or phone number. Provide value in a fair exchange.

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Tags: Inbound Marketing, Sales Funnel, Landing Page

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