Video marketing

Let’s go straight to video

By | Content Marketing, Digital Marketing, General, Marketing trends, Video | No Comments

I saw a stat during a webinar the other day that blew my mind. “100 million hours of video are watched on Facebook every day”. One hundred million! To give you a little perspective, if you were to sit down and watch that linearly, it would take you a fraction under 11,416 years to get through them all. I can’t even begin to get my head around that.

VideoPicture1Saying that, it is just after 8am and I have already watched six videos on Facebook…all around 20 seconds long, each one dragging me deeper in to the black hole of ‘pointless knowledge’. I need to know more! That’s right, I need to know how that lovely lady in Japan has solved her laundry woes by creating a hack that has revolutionised her life…it might make my life easier! Or I might just have another few minutes of my life sucked in to the Facebook vacuum! You can’t resist the draw, so imagine the power video can have when it actually provides something useful.

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Ignite B2B with AI

Ignite B2B marketing with AI

By | ABM, B2B, Digital Marketing | No Comments

Over the past few years, we have seen a surge in brands focusing their marketing efforts more on customer experience and enhanced personalisation, reflecting a definite shift towards B2C practices being applied to B2B campaigns.

As ABM becomes more widely recognised as a must have marketing strategy, customer centric campaigns will no doubt become the norm. As someone who has spent much of my career in the B2C world, I am accustomed to customer centric, insight driven campaigns focusing on customer journey and experience, and think this sort of personable marketing would be welcomed (and successful) in the B2B world. Read More

Marketing - a blend of art and science

marketing – a blend of art & science?

By | B2B, Content Marketing, Digital Marketing, General | No Comments

Confession time…some of you may have seen this blog before. But, it’s still so relevant now that it’s worth sharing again. So here you are:

Marketing Expert No. 1:

Marketing is all about creating, appreciating, and inviting a change in mindset to garner better results. It is a form of art.

Marketing Expert No. 2:

Marketing requires repeat measurement and analysis, two words closely associated with science.

So which is it?

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State of Inbound 2018

an inbound state of mind…

By | B2B, Content Marketing, Digital Marketing, General, Marketing Strategy, Sales and Marketing Alignment | No Comments

Every year the kind folk at Hubspot spend countless hours interviewing over 6200 marketing and sales professionals around the world, in different industries, at various levels of seniority from companies of all sizes…and the result? A thoroughly comprehensive report detailing benchmark data on the changing marketing and sales landscape. Gold dust to those in the industry.

However, it turns out that we are pretty kind as well, so we thought we’d let you have a copy too…but for those of you who are reading this between meetings, here is our take on some of their key findings… Read More

Do you need an app for that?

do you need an app for that?

By | B2B, Content Marketing, Digital Marketing, General, Social Media | No Comments

The fight to stay at the forefront of industry development and innovation can be exhausting, In the first quarter of 2018, there were 6,140 new android apps released through the Google Play store, every day. Leading edge or bleeding edge?

Of course, not all of these applications are suitable for business…although, after two years of GDPR prep, I could do with seeing if I can survive a term at Hogwarts (yep, there’s an app for that) as a bit of light relief! With new technologies developing at an incredible speed, it is up to businesses, not to be wooed by the latest app and maintain a focus on strengthening core routes to potential new clients. Read More

Leading your prospects down the conversion path…

By | Content Marketing, Digital Marketing, Marketing Strategy | No Comments

 

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

The simple guide to A/B Testing

By | Digital Marketing, General | No Comments

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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What have I learned from my third year in Business? When to stop.

By | Digital Marketing | No Comments

future and past concept with yellow road sign

I had a fantastic response to my blog last year ‘What have I learned from my second year in business (which you can read here). It was a very open and honest piece and many people were kind enough to say how much they enjoyed it. There’s no doubt – Year 2 was a tough year for me personally.

Now I’m at the end of year 3 and things have changed again. I feel a bit like Daenerys Targaryen (I wish!), in that I’ve come through the flames of year 2 into a different reality. Year 3 saw more big changes to the business and it contracted in size and the number of clients we were looking after. What’s been really pleasing is that Read More

Three ways you can spend your leftover marketing budget before Christmas!

By | Digital Marketing, Marketing Strategy | No Comments

moneyYou’ve executed nearly all your marketing plans for the year, you’ve squirreled and saved your budget in case it’s needed for contingencies or you’ve got an extra pot of MDF from somewhere that you’ve tucked away ‘just in case’…but now it’s almost Christmas (sorry, but it is!) and you’ve got 4 working weeks to use it or lose it! So what do you do? You can’t realistically execute a new campaign before Christmas, you can’t think of something ‘Christmassy’ to do and you’re not allowed to spend it on a huge party – so what are your options?

Well, here’s three things that often get shoved to the back of the pile, but that could actually help make your marketing in 2016 more effective.

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