Inbound Marketing Age

What's the secret to making a persuasive CTA in HubSpot?

Written by Maddy Bogacki  |  17, July, 2019  |  0 Comments  Subscribe

'Call-to-action’ (CTA) describes a website element that is designed to promote an offer and guide visitors toward it. Typically, they come in the shape of a button, image or textual hyperlink. CTAs are a powerful marketing tool that help to increase awareness and invite meaningful engagement from potential - or existing - customers. They can be thought of as a directional cue that shows interested parties where to head next.

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A simple guide to meta descriptions and alt tags in 2019

Written by Nicola Risi  |  16, July, 2019  |  0 Comments  Subscribe

Meta descriptions and alt tags. How much time should you dedicate? How long should they be? How often should you use keywords? Are they even a ranking factor? 

The world of metadata can be confusing; best practice seems to change from week to week. Adding fuel to that confusion are recent updates from Hubspot, in which their portal now recommends meta descriptions are less than 150 characters. 

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4 ways B2B research can amplify your inbound marketing efforts

Written by Katie Hughes  |  11, July, 2019  |  0 Comments  Subscribe

Statistics show that doing research can have a positive impact on the success of a B2B business. Firms that conduct frequent research (at least quarterly) grow almost 12x faster and are almost twice as profitable as firms that do no research.

Companies will often use research to measure customer satisfaction, to discover how they are perceived in the market, as well as measure the appetite for new products.

But the opportunities for B2B research don’t end there.

For B2B companies engaging in an inbound methodology and hoping to grow their customer base, incorporating research into your strategy can offer enormous benefits.

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B2B brands - from content publisher to media company

Written by Keith Errington  |  10, July, 2019  |  0 Comments  Subscribe

Over recent years we have seen the rise of B2B brands as content publishers, with the results speaking for themselves.

Content publishing works because B2B buyers are now researching their issues and solutions online. They are only coming to the vendor when they know what they want and how much they expect to pay for it. 

Around 87% of the B2B audience find content through a search engine – so if you are not publishing enough of the right quality of useful content to impact on search engine listing, you will not be in the running for a sale.

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Ethical marketing in the media publishing age

Written by Katie Hughes  |  5, July, 2019  |  0 Comments  Subscribe

In the inbound marketing arena, we’re often being told that prospects don’t care about what we do, they care about how our products or services can help them.

But this doesn’t mean they don’t care about who you are.

In fact, people really do care about who they buy from.

Sustainability, for instance, is big on the agenda.

66% of global consumers are willing to pay more to buy from companies who are committed to sustainability. Amongst millennials, this figure goes up to 73%.

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Are eBooks still the best way to convert page visitors?

Written by Keith Errington  |  4, July, 2019  |  0 Comments  Subscribe
You could argue that the number one task for any marketer is to generate leads. You need to start with leads that you can then turn into buyers of your product or service. No leads = no sales = no business.

The problem

HubSpot defines a lead as “a person who has indicated interest in your company's product or service in some way, shape, or form.” Lead generation involves two steps, getting people to engage with you, and then capturing some information in order for you to begin a process that has the potential to convert them into a customer. Without that information, you are dead in the water.

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Demographics, psychographics and the ideal customer fit

Written by Osian Barnes  |  2, July, 2019  |  0 Comments  Subscribe

Traditional marketing stresses the importance of detailed demographics in defining, targeting and attracting the right customers for your business.

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How has GDPR affected B2B businesses?

Written by Keith Errington  |  24, June, 2019  |  0 Comments  Subscribe

 

GDPR came into effect on May 25th 2018, so now, over a year later (as of the date of writing) what has its impact been? How has it affected business and marketers? And in particular B2B?

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Retaining your customers during the evolution to media brand

Written by Nicola Risi  |  19, June, 2019  |  0 Comments  Subscribe

I'm not going to preach the importance of customer retention. We all know this by now. And we all know how much easier (and cost-effective) it is to retain and nurture an existing customer than to acquire a new one.

If you've read any of Equinet's latest content, you'll understand by now that the content marketing industry is in the midst of a disruption. If B2B businesses are to thrive in this new climate, they need to stop marketing and start publishing. But this requires new strategies, new processes and in some cases, new employees.

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Is print media dead?

Written by Keith Errington  |  18, June, 2019  |  0 Comments  Subscribe

The digital transformation of our lives has swept all before it and radicalised the way we transmit and receive information – the way we view information and store information.

With its root firmly in analogue and ink on paper, has the time now come to declare print dead? Is it time to bury it, along with fax machines, VHS tapes and punch cards?

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Should you carry out an inbound content audit?

Written by Antonia Molloy  |  17, June, 2019  |  0 Comments  Subscribe

Editors note: This blog post was originally published in January 2017 and has since been updated for optimal accuracy and relevance.

For many companies, developing a content strategy involves looking ahead to the next blog post, the next video, or the next eBook. This might  involve a brief look back at the performance of past content to see what topics they should cover. However, a more positive approach is to continue to build on what you've already achieved.

And that's exactly what your organisation can do by carrying out a content audit.

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