Inbound Marketing Age

How to build trust in professional services marketing

Written by Katie Hughes  |  13, December, 2018  |  0 Comments  Subscribe

In professional services marketingbuilding trust with your prospects is key. You're selling a relationship - and the most important thing, in any relationship, is trust.

With that in mind, it’s no coincidence that many professional services firms traditionally won their business through referrals and word of mouth. But, in the digital world, we have to build trust differently. We have to work harder to earn it.

This is why many professional services firms today have adopted a content marketing approach. By providing your target audience with interesting, educative, and helpful content, you can position your company as a trusted source of authority and as the ‘go-to-guys’ in your field.

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Image alt-text: the good the bad and the ugly

Written by Maddy Bogacki  |  12, December, 2018  |  0 Comments  Subscribe

Images are a key component for almost every website, in fact it’s hard to find a page online that doesn’t contain at least one. 

For this reason, image optimisation plays a vital role in website housekeeping. Optimising your images helps them to rank higher on SERPs, makes them more voice search friendly, funnels traffic to your page and ultimately improves UX.

With that in mind, alt-text is one of the most obvious places to start.

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Why marketing needs to be done by humans not bots

Written by Keith Errington  |  7, December, 2018  |  0 Comments  Subscribe

This year there has been a lot of talk about marketing automation, programmatic marketing and artificial intelligence, with promises of streamlining the marketing process and making it all more efficient.

With robots replacing jobs in manufacturing and with automated machines at the checkout and selling tickets at railway stations, with driverless cars on the horizon, and with chatbots being used to handle customer support, how worried should we be about our future as a human being working in marketing?

Let’s look at four critical factors.

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How are millennials reshaping the tech buying experience?

Written by Nicola Risi  |  6, December, 2018  |  0 Comments  Subscribe

There's a new decision-maker entering the B2B sales funnel.

Curious, socially aware, digitally native and research driven, millennials are more involved in making decisions about which products and services companies are using than ever before.

The B2B Millennial Marketing Report states that 73% of millennials are involved in product or service purchase decision-making at their companies.

By 2020 millennials will represent a third of the workforce so you can no longer deny their power and influence in the B2B marketing sphere. 

Simply put, don't let millennials be an afterthought.

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Manufacturing content marketing 2019 - what you need to know

Written by Gemma Rogers  |  5, December, 2018  |  0 Comments  Subscribe

Research shows that in 2018 manufacturers are turning to content marketing to ensure they are front and centre when prospects are conducting their own online research.

However, the latest research by The Content Marketing Institute suggests that even though 64% of manufacturing content marketers say their organisation’s content marketing is much/somewhat more successful compared with one year ago, many are still in the early stages of implementing content marketing.

Here is a roundup of the key takeaways of the "Manufacturing Content Marketing 2019: Benchmarks, Budgets and Trends" report.

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5 ways for marketers to make an impact in the age of fake news

Written by Keith Errington  |  4, December, 2018  |  0 Comments  Subscribe

What if I were to tell you that 73% of the content posted to the Internet was fiction, that in the past ten years the number of verifiable facts within web pages had dropped by 48%, and that the vast majority of content was now being produced by trained squirrels in Tanzania?

Hopefully, you would realise that these are all pretty good examples of fake news - one of the biggest threats facing the Western World today (according to some commentators).

It varies from the almost believable to the absolute absurd, but has one thing in common: it bears little resemblance to the truth.

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How to grow your reach with social media marketing

Written by Maddy Bogacki  |  29, November, 2018  |  0 Comments  Subscribe

Social media platforms connect businesses with prospects and existing customers. They paint a picture of your target audience's needs, spread your brand message and inform future marketing.

And, with social media marketing, you can position your product or service right in front of the very people who need it. Sounds great! But how can you gain more reach?

Revisit your buyer personas

Growing an audience is one of the biggest challenges for businesses on social media.

Think about your channels. What’s really in it for your followers? Unless you are creating content that genuinely delights, people won’t be prepared to follow or subscribe. 

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10 common website mistakes that could be costing you customers

Written by Nicola Risi  |  28, November, 2018  |  0 Comments  Subscribe

Imagine you are a shop owner, selling to the general public. As the centre of your business, the building itself would be somewhere customers feel comfortable, at ease, guided by clear signage and top notch customer service advisors. Shelves would be stacked in an orderly and strategic manner, items would be priced clearly, and staff would be friendly, helpful and available.

What’s more, the store would be clean and warm (or cool, depending on your hemisphere...), with an engaging and attractive interior that is aligned with your brand identity. 

The reason I paint this picture is because your website deserves the same investment. 

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Why the modern B2B buyer needs a mobile-first approach

Written by Katie Hughes  |  22, November, 2018  |  0 Comments  Subscribe

Mobile internet usage has long surpassed desktop and laptop usage, and not just in the consumer world.

B2B buyers are just as glued to their phones as consumers. A recent study by Boston Consulting Group (BCG) revealed some powerful stats about how B2B buyers use mobile in the purchasing journey:

  • 80% of B2B buyers are using mobile at work
  • 60% of B2B buyers report that mobile played a significant role in a recent purchase
  • 50% of all B2B search queries are made on smartphones (this is expected to rise to 70% by 2020)
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Why B2B needs Augmented Reality

Written by Keith Errington  |  21, November, 2018  |  0 Comments  Subscribe

There has been a lot of content in the past year focusing on the potential impact of Artificial Intelligence (AI) on marketing. Here at Equinet, we’ve covered the topic discussing the nature of AI and how it has changed B2B marketing.

But a recent report by the Economist Intelligence Unit and Osborne Clarke has unearthed the fact that UK businesses believe that over the next five years AR and VR will have a greater impact on their business than AI. Based on a survey of 550 senior execs from 11 countries, the research found that 88% of UK organisations believe AR and VR will have a significant business impact by 2022 – compared to 70% of those that said AI.

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Six things all marketers can learn from Iceland’s ‘banned’ Rang-Tan advert

Written by Keith Errington  |  16, November, 2018  |  0 Comments  Subscribe

If you have been on social media, reading the news or following all things marketing, then you can’t help but have noticed the public response to the ‘banning’ of Iceland’s latest advert featuring the animated story of Rang-Tan – an orangutan whose had to leave his native forest due to palm oil production and ends up ransacking a little girl’s bedroom.

Currently, the advert is hosted on YouTube which has seen an estimated 30 million views (a figure that includes social media shares).

And a petition to “Release Iceland’s banned Christmas advert on TV” on Change.org is headed for a million signatures as of the time of writing.

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