Inbound Marketing Age

Gemma Rogers

Gemma Rogers
Gemma brings over 15 years experience in sales and marketing across a wide range of industry sectors, from large multinationals to small start-up businesses. Her passions are inbound marketing and inbound sales, creating unique and memorable websites and campaigns to engage and delight potential clients and customers alike.

Recent Posts

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 Instagram for B2B 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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Why you need a B2B content distribution strategy

Written by Gemma Rogers  |  3, January, 2018  |  0 Comments  Subscribe

Inbound marketing relies on a steady stream of original content. But, just publishing content on your website, no matter how remarkable it is, and expecting it to get found is not an option.

Content shock’ is real. We are reaching a point where the volume of online content is outweighing our human capacity to consume it.

Before you put pen to paper, you need to define your B2B content distribution strategy. Here are some tips for setting out a content distribution strategy.

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The top 6 B2B blogging trends in 2017

Written by Gemma Rogers  |  20, December, 2017  |  0 Comments  Subscribe

For the past four years, Orbit Media Studios have been compiling statistics on B2B blogging trends. This year's findings make very interesting reading indeed:

  • The length of time taken to write a post has increased.
  • The debate about ideal length is, and probably forever will be, unresolved.
  • If you want to stand out from the crowd include audio.
  • The use of paid social and search is on the rise.
  • One in four bloggers is now using influencer outreach to amplify their content.
  • Despite the increase in paid promotion, only 32.2% are vigilant about checking analytics.

Let's look at each of these in turn.

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The pros and cons of outsourcing your B2B content writing

Written by Gemma Rogers  |  29, November, 2017  |  0 Comments  Subscribe

B2B Content marketing focuses on creating, publishing and distributing content for a targeted audience online. If inbound marketing is the engine, then content is the fuel.

In a previous post, we discussed whether you should recruit internally or hire an inbound agency partner. If you do decide to go it alone it is likely you are still going to need a content writer. In fact, according to Content Marketing Institute’s (CMIs) research, over half (56 per cent) of B2B companies outsource at least part of their content marketing.

Implementing inbound is time consuming. B2B content writing is time consuming. Without someone dedicated to both, you will end up with excellent content but no marketing activity to share it, or excellent marketing activity but with the same tired, sparse content offers.

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