The Importance of Keywords

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Keywords are much more than just a randomly selected list of words. They are actually very strategic in nature, and form the foundation of all inbound marketing efforts.

Keywords are generally defined in three ways:

1) Focused concepts for your marketing
2) Words that identify the content on your website
3) Search terms for search engines

>>Click to enlarge<<

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Research about five or six distinct groups of words (keywords) that your prospects search for or find of particular interest in relation to your industry. These groups of keywords will form the framework for all ongoing content creation, whether they’re used on website pages, blog posts, social media posts, webinars, ebooks, etc.

Remaining focused on a set of keywords will increase the likelihood of being ranked by Google (and other search engines) when people search for related terms.

Use tools like HubSpot and Google Planner to help you better understand the right keywords for your strategy.

Infographic from http://www.gorilladigital.co.uk/infographics/  

Google: From a research project to the world’s most visited website

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mobile-phone-1087845_1920Google has evolved from a 1996 research project into the world’s most visited website with more than five billion searches every day. Providing the most relevant search results to users fuels its massive growth. Google monetises this huge stream of traffic with pay-per-click advertising (AdWords) placed next to organic results.

Most recently, recognising the impact of social media, Google started its own social network — Google+. We earn our audience’s attention with compelling content. It’s our job to get it discovered in search engine page results whenever people search for a solution to a problem that we provide. And because Google now also looks at our content post’s popularity on social networks as a way to determine what to include in its SERPs, we rejoice because we’ve been doing things the right (even if more difficult) way all along. It’s up to us to convert strangers into customers and promoters of our businesses. Google’s reach and widespread popularity helps us do just that.

According to Social Times Google+ is all about gaining and maintaining visibility. Because it is a social media platform it works just as others do, however with the backing of Google it has a larger audience. Google+ is based on rankings, so people follow you as a business, because maybe you are putting relevant content out, they get ranked higher. They then share your content (as you would on other social media forms) and your audience grows. More people follow you off the back of this and your rank gets higher, which builds your SEO!!
Everyones a winner!

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Facebook or Faceache?

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46% of online users are relying on social media before making their purchase decision, coupled with the fact that Facebook is everyones social media platform of choice, its easy to see why Facebook is the platform customers are using to make their decision with products and services.

With more than 1 billion active users on Facebook, there’s no denying that this social networking site is a viable place to attract potential customers, which is why 75% of brands promote their facebook posts because of the size and scale of the audience. On your page, you can post interesting photos or engaging posts. Your goal is to build a community where you can interact and build relationships. Whether it’s with your college roommate or a contact you met at a networking event, you never know where your next new business lead will come from.

Facebook and inbound marketing go hand in hand. By posting regular status updates on your page with teasers enticing your community to click on the provided link, you can drive traffic back to your website. You can also easily promote your most recent blog post and post a link to the full entry – another way to drive traffic back to your site. In addition, you can use Facebook to promote your calls-to-action (CTAs), which will enable you to build up your email list and bring your potential customers down the sales funnel.

However remember that Facebook is not for every business and, if it’s not kept up to date or is full of irrelevant or poor posts, it can have a more damaging effect on your product, service and the business.

 

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Why Marketeers love Email Marketing

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144.8 billion – that’s the number of emails sent every day, according to Mashable!

email_marketingjpgSmartInsights are sharing this great infographic that asks us as marketeers why we rate email marketing so well. We love it don’t we!? It’s simple, easy and most of the time it doesn’t take long to get them sorted!

But how do we stand out from the clutter and deliver the right message, to the right audience, at the right time? And how do we measure the return on investment (ROI)?

With inbound email marketing, you can stand out. When you integrate your email campaigns with other data sources, you generate qualified leads (which is what marketeers love!), and follow them through the entire sales process. You build trust by    nurturing these leads with targeted messages based on their  actions, needs, and interests to help them become ready to buy.

ROI? With inbound analytics, you know how many customers are generated through email. Plus, you can provide existing customers with relevant content to help them achieve their goals.

Related: Why Email Marketing

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Why Dynamic Content is right for your business

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Dynamic content is content that caters specifically to the viewer, letting you provide relevant information whether they’re a prospect, lead, or even a returning customer. As a result, it provides the opportunity for you to be a champion of “context” — providing the right content at the right time. Dynamic content is an extremely important component of inbound marketing.

business2community give us these 8 great reasons as to why you should use dynamic content:

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So why wouldn’t you try dynamic content?!

As marketers, we want to make sure we’re reaching the learners (ToFu), shoppers (MoFu), and buyers (BoFu), and provide the right content or calls-to-action to nurture them into customers and evangelists. Dynamic content lets us reach each of those types of viewers with the right content, at the right time.We make the entire buying cycle more efficient whenever we use dynamic content.

 

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Leading your prospects down the conversion path…

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whiteboard-849803_1920Inbound marketers use conversion paths to advance prospects through a sales and marketing funnel. To create a conversion path, decide which steps you want a visitor to take, then design content to support that conversion goal. Include your sales team in this process. Common conversion goals include collecting personal data, obtaining customer feedback, sharing industry information, and encouraging more social shares. You can write a series of blog posts, share a collection of resources or provide an online toolkit. Ask yourself, “How can we help our prospects get the information they need most at this stage in the relationship?”

There are four main parts to a conversion path/process:

    • Content – This needs to be relevant to what your customers are looking for. Ask yourself, ‘What are our prospects looking for and how can we make this simpler for them?’
    • Call-to-Action – It’s the way that your prospects are going to get to the landing page from your website and start the process. It’s the Key that unlocks the door! Because of this it need to do exactly as it says: have an action, so make sure you use actionable language and that they jump out of the page.
    • Landing Page – This is the part where the conversion starts. So your landing pages need to present the benefits of your offer/content, remembering that you need to focus on the problem that you are trying to solve for your prospect!
    • Thank You Page/Email – This marks the end of your conversion path. It’s the final tool you need to lead your prospect (website visitor) down your conversion path.

Here is a great example from Hubspot, they’ve got their piece of relevant content, made a persona-appropriate landing page and sent a thank you to the lead, all ready for the sales team to give them a call:

The Conversion Process

If you get the conversion path right, it’s pointing you in the direction of sailing your leads through the buyer’s journey!

 

So remember: Be fun. Be bold. Be creative!

For further reading please see how effective conversion paths work

Traditional Journalism – Is It Old News?

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Journalism used to be about smoke-filled rooms with scholars banging away on typewriters. The sound of the carriage returning for the start of a new line drowned out only by the ringing of the telephone with the latest story to be told. In 2013, however, with declining newspaper and magazine subscriptions, and fewer jobs, we ask, “where have all the journalists gone?”.

…They’ve found new homes in the world of inbound marketing!

Never before has storytelling played such a critical role in the success of a company’s marketing strategy. With so much information available to us all the time, it’s the brands that create an experience through storytelling that ultimately win with consumers. Journalists are still here. Many of us have simply moved our bylines to our own blogs or entered the marketing forum.

 

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Blogs: The Basics

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Blogging has never been as big as it is today! Blogs can help those who need a voice or those who need to learn how to write their own blogs, whilst forever filling our everyday obsessions. But how can it help your business?

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Well you’ve probably seen the stats: Businesses that regularly blog receive 55% more web traffic and 70% more leads than those that don’t. Why? Because blogs are like chum for Google and other search engines. They’re the bait that reels in customers when they’re searching the Web for the products and services that you offer.

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The simple guide to A/B Testing

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A/B testing’ may automatically evoke college day memories of sitting in stats class thinking, “I’m never going to need to know this.” But, as it turns out, statistics do have a purpose in the real world (won’t mom be proud?).

 

This great infographic from truconversion shows how A/B Testing really works and it’s great! Think of it as a way of hearing what your consumer wants from your inbound marketing without even having to ask them.

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