The Inbound and Content Marketing blog

How to win at SaaS email marketing

Written by Keith Errington  |  16, October, 2017  |  0 Comments  Subscribe

Despite the hype around social media, messaging apps and other newer forms of marketing communications, email is still an effective marketing channel. Providing your prospects have signed up for it, email still has the power to engage with clients and prospects as well as any other medium.

But like any marketing channel, it’s only valid when you are doing it right. Get email marketing wrong, you run the risk of losing not only prospects, but also your existing customers. Email marketing has great potential to irritate and annoy if is unwanted or unhelpful. There are few things people loathe more than spam. And spam is not just unsolicited emails, it’s any email that wastes the recipient’s time.

Read more...

How to align your video marketing strategy to the buyer's journey

Written by Maddy Bogacki  |  13, October, 2017  |  0 Comments  Subscribe

Marketers who use video grow revenue 49 per cent faster than non-video users. And research shows one in four consumers lose interest in a company if they don't have video.

However, as with any inbound marketing strategy, success relies on you reaching the right audience at the right time.

The buyer’s journey will equip you with all the intel you need to do so. Knowing what kind of video to make, and where to incorporate it in your inbound marketing campaign, will ensure that you get a return on investment.

What is the buyer’s journey?

The buyer's journey is the process that a prospective customer goes through before making a purchase decision. 

Inbound marketing is driven by a consideration of your target audience and their likely mood, interests and expectations at each stage of their buyer's journey: awareness, consideration, and decision. For this reason, you might consider making different videos for each stage. 

Read more...

How to create more successful landing pages

Written by Katie Hutchinson  |  12, October, 2017  |  0 Comments  Subscribe

The landing page is the gateway to your content. It is the web page someone lands on after clicking a call-to-action on your blog, email newsletter, or website.

It has one job - to convert visitors to leads.

A strong landing page will provide you with the top of the funnel information about prospects that you need to kick-start your lead nurturing activities. A weak landing page means visitors will bounce, and your chance of a blossoming relationship dwindles.

Read more...

What are pillar pages and why do you need them?

Written by Gemma Rogers  |  11, October, 2017  |  0 Comments  Subscribe

If you follow any of the leading content marketing blogs, you will have noticed ‘pillar pages’ or ‘pillar content’ is getting a lot of airtime lately. The phrase has been around a while, as long ago as 2013, (which in SEO terms is ancient)  but has come to the forefront recently, it seems, by HubSpot adopting the approach, along with the concept of ‘topic clusters’.  

What is a Pillar Page

If you’ve been doing inbound marketing a while, you may be wondering what the difference is between pillar content and cornerstone content. The good news is cornerstone content is virtually indistinguishable from Pillar content, they’re just branded differently.

Pillar page - as the name suggests are architectural, and involve structuring your website around key pages. Cornerstone content pieces are solid foundational content from which the rest of your content should branch from, and link to.

Read more...

How marketing is changing for SaaS companies

Written by Keith Errington  |  9, October, 2017  |  0 Comments  Subscribe

It is a tumultuous time for anyone involved in SaaS marketing – massive changes in the marketing landscape, the way customers buy and the channels available mean that SaaS marketing plans and strategy are having to be revised or even scrapped. SaaS companies, with their reliance on good marketing to gain customers and combat churn, will find themselves at the forefront of this change. They can either surf it and gain the benefits – or go under.

Read more...

SEO Trends: What to expect in 2018

Written by Nicola Risi  |  6, October, 2017  |  0 Comments  Subscribe

Google is the master of user experience.

Tirelessly working to update their algorithms, analyse user behaviour, study intent, goals, and gripes to ensure the best experience possible.

And, they do all of this while keeping their staff well-fed and well-kept with ball pits, slides, and free lunches. What gives?!

It’s no accident that Google has cemented its reputation as the internet leader, seeing us through an unforgiving digital revolution.

They don’t get complacent.

We’re highly adaptable creatures, and the way we access and consume content is constantly changing in line with advancements in technology. Equally, the volume of online information is growing, and algorithms have a responsibility to present us with what they deem the top portion of content in a sea of endless web pages.

Read more...

How to master content creation in 4 simple steps

Written by Katie Hutchinson  |  5, October, 2017  |  0 Comments  Subscribe

Effective content is the key to inbound marketing, and crafting effective content relies on creativity. 

Creativity can transform a piece of writing into compelling content that captures people's hearts and minds; content that has the power to sway the decisions of prospects.

But equally important is having a solid structure in place for producing content.

In fact, structure enables creativity. Structure creates opportunities. Creativity allows those opportunities to evolve, and thrive.

A structured content creation process is the backbone of a successful content marketing strategy

Content creation should involve four distinct stages, according to HubSpot.

Read more...

3 simple reasons to love mobile first design

Written by Maddy Bogacki  |  4, October, 2017  |  0 Comments  Subscribe

It’s completely natural to want to approach your web design 'desktop first' - when you plot out your best content ideas the instinct is to go big. You're itching to impress with a great looking website that promotes the heart of your business, and for that you want a big canvas.

However, though a striking desktop presence is important, focusing on achieving that rather than optimisation for mobile neglects the behaviour of a significant portion of your site visitors.

An astounding amount of traffic is generated by users on mobile devices: 65% of all digital media time is spent on them. Arguably, desktop use is now secondary. The affordability of smartphones and popularity of tablets suggests this percentage is unlikely to decrease.

Read more...

How to increase your blog’s ROI in 7 easy steps

Written by Nicola Risi  |  3, October, 2017  |  0 Comments  Subscribe

Can you answer this question simple question?:

Why are you blogging?

  • To increase brand awareness?
  • To drive traffic to your site?
  • Improve SEO?

Now think about that question again...how are you measuring this?

  • Form submissions?
  • Number of subscribers?
  • Volume of downloaded content?

There's more to blogging that simply hitting the publish button and hoping for the best. To create a successful blog platform takes careful planning, consideration and strategy. But as content is the fuel of inbound marketing, it is essential you get it right. 

As Abraham Lincoln once said: "Give me six hours to chop down a tree and I will spend the first four sharpening the axe."

Read more...

How to craft a winning B2B tone of voice

Written by Nicola Risi  |  29, September, 2017  |  0 Comments  Subscribe

Look to B2C brands such as Innocent Drinks, Coca Cola, and Apple, and you’ll see tone of voice done right.

We know their voices like we know the unmistakable fonts and colours so akin to their identities.

Whether it’s with distinctive simplicity, phonetic vocabulary, or inspirational language, each has mastered the ability to connect with their audiences in a parallel voice that yields trust and brand loyalty.

Their values dictate every word choice, every message, and retains the recognisable personality that’s present in every packaging label, website page and social media post.  

Read more...

8 effective email tips for professional services marketing

Written by Keith Errington  |  28, September, 2017  |  0 Comments  Subscribe

Creating useful, timely content for your prospective clients and customers is essential in today’s inbound marketing landscape. Prospects are actively researching products and services and seeking information about problems and solutions. When you are composing emails for professional services there are some important principles to work to. Keep these in mind and you will create better, more effective content.

Read more...