Inbound Marketing Age

Gemma Rogers

Gemma Rogers
Gemma is an Inbound Marketing Consultant at Equinet specialising in the manufacturing sector. She brings over 15 years of experience in sales and marketing from large multinationals and start-up businesses. Her passion is for creating unique and memorable campaigns to engage and delight.

Recent Posts

How to stop Facebook algorithm changes affecting your business page

Written by Gemma Rogers  |  9, August, 2018  |  0 Comments  Subscribe

Facebook has been getting a pretty tough time of late in the media and the courtroom. Fake news, scandals and security breaches meant its reputation took a battering.

In January 2018, Facebook's algorithm changed drastically to prioritise posts that create meaningful conversations and interactions, especially between friends and family.

Great news for Joe Public, but not so great for businesses looking to gain new customers via Facebook marketing.

The new algorithm makes it much harder for business pages to get seen unless you have a very engaged audience who frequently like, comment and share your social posts.

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Top 5 HubSpot sales tools, and why you need them

Written by Gemma Rogers  |  31, May, 2018  |  0 Comments  Subscribe

Throughout my career in marketing, one common obstacle has always remained. Getting Sales to buy-in to and use the company CRM (customer relationship management) system of choice.

In the early days of the internet (yes, I remember them), CRM systems were cumbersome, time-consuming and unintuitive to use. Salespeople were field-based, and spent their days clocking up mileage visiting potential customers. Admin was seen as a frustrating waste of time that they could be spending on generating commission.

Times have thankfully changed, and CRM systems are no longer (or shouldn't be) a big messy anxiety-inducing database. A good CRM system should help you manage relationships and sell more efficiently.

It should be your sales people's secret weapon.

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Why lead response time is still key in 2018

Written by Gemma Rogers  |  8, May, 2018  |  0 Comments  Subscribe

Changes in customer behaviour are widening the gap between buyers’ expectations and sellers’ tactics. it is well versed that today's buyers would rather conduct their own research online than pick up the phone to Sales.

In response to this savvy marketers are driving traffic to their websites through inbound marketing methods; generating organic traffic and using topics and keywords to boost search engine rankings.

But marketers are also spending budget on advertising.

The Advertising Association is projecting that total UK advertising spend in 2018 will grow 2.8% to £22.7bn. The report also revealed that almost one in four pounds spent on advertising in the third quarter of 2017 went to mobile, which recorded year-on-year growth of 30.7%.

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How to use inbound marketing to make B2B trade shows successful

Written by Gemma Rogers  |  17, April, 2018  |  0 Comments  Subscribe

Trade shows and exhibitions have long been a mainstay in traditional marketing. The word “exhibition” originates as early as 1649. It is a derivative of the Latin word "expositio", meaning "displaying" or "putting on a show" (Morrow, Sandra L.)

Despite advancements in technology and the internet changing the way customers buy, B2B trade shows remain an important part of the inbound marketing mix. But like all other marketing activities, they are only effective if they are properly planned and executed as a part of your overall inbound marketing strategy.

In reality, your buyers do not need to attend a trade show to learn about your products anymore, they can visit your website, social channels or read online reviews.

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3 reasons why inbound works for manufacturing marketing

Written by Gemma Rogers  |  20, March, 2018  |  0 Comments  Subscribe

While manufacturers are often pioneers when it comes to production, supply chain management, and new product development, many are laggards when it comes to marketing.

With the rise of the internet, global competition and technological advancements changing the way in which customers purchase goods and services, denial is no longer an option and those companies not willing to ditch the old school marketing methods risk getting left behind.

Manufacturing companies that have embraced inbound marketing are reaping the rewards. Here are some reasons why inbound and manufacturing are a good fit.

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5 ways to repurpose content to boost your web traffic

Written by Gemma Rogers  |  7, March, 2018  |  1 Comment  Subscribe

To succeed at inbound marketing you need a constant stream of fresh content. And those who write content as part of their job will tell you the challenges they face continually coming up with new ideas, or angles to take.

But what if the answers are already in your content library, you're just not looking in the right places?

Repurposing content means reusing your existing content in a different way.

Here are some ideas.

Blogs into Vlogs

Turning your old posts into video blogs, or as they’re more commonly known, ‘vlogs’ are an informal, conversational way to get your message across to potential customers.

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How to create an inbound sales funnel

Written by Gemma Rogers  |  22, February, 2018  |  0 Comments  Subscribe

A sales funnel is a visualisation of how many leads you need to convert into business. It helps you to look for areas of improvement in your sales process, forecast future production / resource requirements and ensure Sales are focusing their efforts on the right type of leads.

The first step in creating a sales funnel is to set a quantifiable goal, this will be based on the number of sales you need to achieve in a given period. Then work backwards through each step of your sales process and work out your conversion rate at each stage.

Working backwards from your sales goal, and factoring in your conversion rates enables you to estimate how many leads are required to generate the sales you need.

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Instagram marketing for business. What you need to know.

Written by Gemma Rogers  |  15, February, 2018  |  0 Comments  Subscribe

As discussed in a previous post, Instagram marketing is a real opportunity for B2B. In 2017, 70.7% of US Businesses Are Using Instagram, compared to 48.8% in 2016.

People follow businesses on Instagram to get a behind-the-scenes look at what they are up to. They want to be shown your products, but also want a glimpse into everyday life.

If you want to use Instagram for business but are unsure how to get the most from the channel here are some tips.

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How to conduct a B2B sales process review

Written by Gemma Rogers  |  7, February, 2018  |  0 Comments  Subscribe

It is well documented that B2B Sales is changing. Buyers are more educated, not only about your products but also your competitors. They no longer need a salesperson to help them make informed decisions.

If you follow an inbound marketing approach, your sales team have access to information such as: which web pages prospects have viewed and what content they downloaded. This can tell you their life cycle stage and which of your buyer personas they identify with. The lead may have also been nurtured through workflows, at each step attracting negative or positive scoring which helps generate marketing qualified leads (MQL) that are ready for Sales qualification.

The role of Sales now is more advisory, and salespeople need to be cognisant of all the information the buyer has accessed, and adapt their approach accordingly.

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Why social media training is important in B2B marketing

Written by Gemma Rogers  |  2, February, 2018  |  0 Comments  Subscribe

Social is something of an anomaly in that it is one of the few marketing tools that embraces both our personal and business lives. This could lull you into a false sense of knowledge and security by assuming your staff know how to ‘do social’, and therefore no formal social media training is required.

However, B2B social is very different to your personal social. And in an increasingly overcrowded space having a clear social strategy is crucial. Without a clear strategy, how can you measure your outcomes? And without formal social media training, how do your staff know how to behave?

Here is a guide to training your staff to use social media for business.

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How to tackle B2B Instagram marketing

Written by Gemma Rogers  |  17, January, 2018  |  0 Comments  Subscribe

As the popularity of inbound marketing soars so does the competition for audience. In a crowded marketplace, it is getting harder to stand out, and it seems every month a new marketing tool or platform is being launched.

One platform that is rising in the ranks is Instagram.

It is quite staggering to think that in 2012, Instagram had 50 million monthly active users. Now, it has 700 million.

That’s an increase of 1,400% in just five years.

Why? Because it is visual. Language barriers are not an issue. Facebook owns it - and they know a thing or two about social, and it is almost exclusively a mobile platform.

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