SLIDESHOW: Website Essentials

Posted on Tue,Dec 13, 2011 @ 10:00 AM

From HubSpot, here's a presentation about everything a website needs to be an inbound marketing machine.

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Tags: Inbound Marketing, Website Optimization, Website Marketing

INFOGRAPHIC: Authority Building

Posted on Fri,Dec 02, 2011 @ 10:00 AM

From Vertical Measures, here's an infographic about how to build authority for your website through link building, social media marketing and content marketing.

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Tags: Social Media Marketing, Inbound Marketing, Marketing Strategy, Content Marketing, Word of Mouth Marketing, Thought Leadership, Infographic, Link Building, Authority

INFOGRAPHIC: Inbound Marketing Budget Trends

Posted on Wed,Nov 16, 2011 @ 10:00 AM

More businesses are realizing that traditional marketing is no longer as effective as it once was. As a result, companies are moving to inbound marketing methods like social media, email marketing and search engine marketing. From 6S Marketing, here's an infographic showing how marketing budgets are changing to accommodate this trend.

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Tags: Social Media Marketing, Inbound Marketing, Search Engine Marketing, Marketing Strategy, Email Marketing, Mobile Marketing, Infographic

Tips for Creating a Business Video

Posted on Tue,Nov 15, 2011 @ 10:00 AM

Video tours, a way of showing potential customers the steps in a process or the benefits of a product or service, can be a great marketing tool. And almost anything can be "toured". From MarketingProfs, here are some tips for making your own video tour.

"Put Yourself in the Customer's Shoes"
Be honest and consider your customer's perspective. Focus on the things that will differentiate your product/services from the customers point of view.

"Keep the Video Content Relevant"
If it doesn't help your customer, leave it out.

"Don't Bore the Viewer"
Keep the viewer engaged, or the message will never be received.

"Show Customers the Value of Your Product"
Showing is usually better than telling.

"Tell a Story"
Remembering stories is easier than remembering a list of facts. Give your tour a storyline.

"Involve Your Customers"
Highlight a customer success story.

"Quality Matters"
You video may be a first impression which you can't get back. Pay attention to the professionalism of the lighting, the script and the sound.

"Appear Polished"
Customer's will expect a certain level of quality based on your industry and business size.

"Hire a Video Production Company"
If a homemade video doesn't fit your company or abilities, hire professionals.

"Hire a Professional Writer"
The message of the video is the most important component, so if you pay for nothing else, hire a writer for the script.

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

INFOGRAPHIC: Inbound vs. Outbound Marketing

Posted on Wed,Nov 09, 2011 @ 10:00 AM

From Voltier Digital, here's an infographic that shows how traditional, intrusive marketing tactics are giving way to strategies that focus on getting found by customers.

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Tags: Inbound Marketing, Marketing Strategy, Infographic

Find Out What Companies Are Viewing Your Website - New HubSpot App!

Posted on Wed,Nov 09, 2011 @ 09:06 AM

HubSpot just launched a new version of the Prospects application.  This application let's marketers see information on which companies have visited their website and how they got there.  Also, the newly updated app now offers even more detail including visitors from each company, content viewed, a map of their location and more.

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Tags: Inbound Marketing, HubSpot, Marketing Automation

VIDEO: Facebook vs. Google+

Posted on Tue,Oct 18, 2011 @ 10:00 AM

From Column Five Media, here's a video comparing Google and Facebook, both of which provide valuable platforms for inbound marketing and social media marketing.
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Tags: Social Media Marketing, Inbound Marketing, Facebook, Video, Google

Are You Failing at Marketing Automation?

Posted on Thu,Oct 06, 2011 @ 10:00 AM

From the Hubspot Blog, here are 10 signs that your marketing automation efforts aren't productive.

"You have to hire help just to work the numbers."
Focus on quality rather than quantity. Analyzing marketing results should be done as close to real time as possible.

"You're using multiple systems and software packages to make it work."
The marketing tools you use shouldn't be hard to use. Review and reassess your software and infrastructure.

"You are more focused on testing instead of overall traffic and lead flow."
Traffic is the always-necessary first step.

"You think a drip campaign is going to spit out awesome leads and customers."
Review the leads you have generated to make sure they're in line with your target market. Ask yourself if you have the right information to do that analysis.

"You haven’t written a blog post this week."
Blog posts give you a recurring chance to demonstrate your knowledge to prospects and leads, often being better at conversions than testimonials.

"A majority of your traffic comes from paid media."
Organic search, social media, and direct traffic convert into leads and customers at higher rates than paid media. If more than half your leads are from paid sources, shift some of your budget from outbound to inbound marketing.

"You don’t know what sources are responsible for driving leads."
Automation is worthless if you don't know the source of your leads. Determine what is driving traffic to your site and database.

"You purchase “leads” from a database company."
If they've never heard of your company, how can they be "leads". This is ineffective and the opposite of inbound marketing.

"Your marketing automation system doesn’t integrate with your CRM."
CRM systems are intended to make managing leads and customers easier, just as marketing automation systems are intended to make marketing easier. If those systems can't interface, you will end up creating more work for yourself.

"Your marketing stops once the lead is handed off to a sales rep."
Marketing also carries the responsibility to make sure leads are fully worked. Sales and marketing teams must be aligned to operate effectively.

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Tags: Inbound Marketing, Marketing Automation, marketing automation software

VIDEO: Captain Inbound

Posted on Thu,Sep 15, 2011 @ 10:00 AM

From the Hubspot, here's a humorous video that illustrates the advantages of inbound marketing.

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Tags: Inbound Marketing, Marketing Strategy, Word of Mouth Marketing

Internet Marketing Metrics That DON'T Drive Success

Posted on Thu,Sep 08, 2011 @ 10:00 AM

Metrics are essential to refining and improving an inbound marketing strategy. But not all metrics are valuable. From the Hubspot Blog, here are five metrics that aren't worth stressing over, and some alternatives.

Comments can gauge the level of discussion about a piece of content, but comments aren't indicative of success. The reason? Comments don't equate to leads, which should be your goal.
Alternative: Measure referrals and leads from social media to your website.

Open Rate
Many email readers don't accurately reflect whether an email gets opened. Even if open rate was accurately measured, it doesn't tell you anything about who took action from reading the email.
Alternative: Click-through rate, conversion rate, and email leads are easier to measure and more impactful on your goals.

Impressions measure how often an ad is displayed (loaded) on a webpage, but not whether it gets clicked. As with the previously mentioned metrics, it doesn't measure any action.
Alternative: Click-through rate, conversion rate, and leads generated from ads are better metrics of paid marketing efforts.

The number of followers measures your marketing reach, but that doesn't always translate to leads or conversions to customers.
Alternative: Optimize your social media efforts for lead generations. Measure traffic, leads and customers from social media.

Strive to have a positive brand image, but realize that all companies and brands will have detractors. And because of social media, negative opinions are cheap and easy to throw out into the ether. Focus on handling criticism appropriately and with grace.
Alternative: Obviously, measuring sales is a better indicator of your goals. Sales mean that people like your offering.

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

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