Inbound Marketing Age

How to ensure your B2B blog posts hit the spot

Written by Andrea Blades  |  13, September, 2018  |  0 Comments  Subscribe

Well-crafted, purposeful and informative B2B blog posts are essential tools to help build your community and create the foundations for long-lasting relationships.

But in the midst of a demanding blogging schedule it can be easy to lose sight of why it is you're doing what you're doing; who you're doing it for and what it is you're looking to achieve.

In this blog post, we highlight five key questions that can help keep your content creation efforts on-task and on track.

Read more...

4 digital marketing trends to watch in 2019

Written by Katie Hutchinson  |  12, September, 2018  |  0 Comments  Subscribe

September has arrived. The kids are back at school, this summer’s heatwave is a distant memory, and it’s starting to feel very autumnal. Dare I say it, but it will be Christmas before we know it. So it’s not too early to start thinking about the new year, right?

With the world changing a mile a minute, it certainly pays to stay ahead of the curve. Here are some thoughts about the digital marketing trends you need to keep an eye out for in 2019.

Read more...

8 common video campaign mistakes to avoid

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

The internet is full to the brim with video marketing statistics proving just how powerful it can be as an inbound tool. On occasion, you might be faced with a campaign that has surprisingly under-performed. If you take a second look, you might see glaring areas for improvement. How can you be sure your next investment in video will grow revenue for your business?

Here are some of the most common video campaign mistakes, and how you can avoid making them.

Read more...

Play to your strengths and see your business grow

Written by Keith Errington  |  6, September, 2018  |  0 Comments  Subscribe

Most managers and even marketers are probably familiar with SWOT analysis – Strengths, Weaknesses, Opportunities and Threats – as a way of analysing a business in respect of the world it has to operate in. Despite a range of other models to choose from PEST, PESTLE and more, it still proves very useful for formulating a strategy.

But this SWOT model can also be used in marketing, and in particular, it is a very useful way of looking at your content marketing.

It’s important that you spend some time doing your own analysis – but here are some general ideas to get you started.

Read more...

How to grow your business with the HubSpot Growth Stack

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

If you are working in Sales or Marketing for a growing business, you will undoubtedly be looking for practical tools to help you grow. Tools that can keep pace with your ever-changing business model and that help you streamline efficiencies in the way you market, sell and communicate with your customers.

However as your list of tools grow, the amount of time and attention they take grows. Your tool stack can become disjointed. Some of your tools may not integrate so you spend more time moving data around from one to another.

With HubSpot’s marketing, sales, and CRM software, you can focus on generating leads and revenue and forget about managing a stack of scattered tools.

Here is how.

Read more...

Generation Z: Ushering in a new age

Written by Aidan Swain  |  3, September, 2018  |  1 Comment  Subscribe

Until recently, Baby Boomers, Generation X, and Millennials have been the target demographics for most modern businesses when marketing their services/products.

However, businesses should consider the purchasing power and the burgeoning influence of another: Generation Z. Generally considered to include people born between 1996 and 2014, they are the rising demographic armed with an economic force to be reckoned with. So, turn your attention to the effects of the youngest generation of consumers. Many B2C and B2B businesses have already started.

Read more...

The staying power of white papers in B2B content marketing

Written by Katie Hutchinson  |  30, August, 2018  |  0 Comments  Subscribe

The popularity of video marketing, podcasts and webinars are expanding the horizon for B2B content marketers. By comparison, the written word may seem unexciting and a little out of date. But sometimes, it's worth going back to basics.

White papers certainly aren’t the newest platform for sharing your company’s content - but the power they can yield is far from being extinct. 

And the stats speak for themselves: 71% of B2B buyers have used white papers in the last 12 months to research purchasing decisions.

Here’s a reminder of why white papers are still a powerful magnet for B2B buyers in 2018 and beyond.

Read more...

When is the prime time to share B2B video on social?

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

Knowing when and where to publish your B2B content is every bit as important as producing it in the first place. Inbound marketers are experts at developing a deep understanding of buyer personas, with the aim of forecasting likely behaviour, and this can be used to levy impressive results when it comes to video marketing campaigns.

Information regarding the online activity of your potential customers can be used strategically to improve the delivery of your business message across social media.

This is an oft-overlooked factor in corporate video distribution.

Read more...

Marketing resources and capabilities for growth

Written by Keith Errington  |  23, August, 2018  |  0 Comments  Subscribe

High levels of growth can only be achieved by a business that not only has a good industry offering and a viable strategy, but that also delivers great marketing.

How do we deliver great marketing?

Let’s look at the bigger picture for a moment.

When developing a business strategy, many recognised management thinkers have settled on a resources and capabilities approach. Leading business strategist Robert Grant; suggests that competitive advantage comes from the resources a business owns and has access to, and the capabilities it has or can develop.

Read more...

How to do B2B influencer marketing better

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

In recent months influencer marketing has started to lose its popularity as a way to generate business with big companies such as Unilever reviewing their use of influencers. Some would argue that influencer marketing is a waste of money. So what’s the problem? And can the B2B world use influencer marketing at all?

Well, the fact of the matter is, even if you are in a B2B business, you are almost certainly using influencer marketing right now to a lesser or greater extent.

Part of the problem seems to be the perception of who an influencer is and what they do. The popular image is of a celebrity tweeting about products and posing for Instagram selfies with products. And while there is no doubt that this happens – and is even very successful for some B2C brands, it comes with a whole raft of issues, and does not reflect the vast majority of influencers out there.

Read more...

Content vs. Copy: What's the difference?

Written by Nicola Risi  |  20, August, 2018  |  0 Comments  Subscribe

It’s natural for most people to assume that content and copy are one and the same.

After all, if you can write a decent blog you've surely got the skills to write a good email subject line, a CTA (call to action), and a white paper. Writing is writing... right?

Unfortunately, this is the kind of view that impedes marketers from getting the full value from their marketing strategies.

Marketers must have a handle on the nuances of both activities not just to aid in their growth strategies but to understand what skills are required from potential writing candidates to fulfil their brand’s needs.

Read more...