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Inbound Marketing Age

Kate Reynier

Content editor at Equinet Media

Recent Posts

How to create buyer personas that define your content marketing

Written by Kate Reynier  |  19, March, 2013  |  0 Comments  Subscribe

Wouldn’t it be great if everyone out there wanted to buy your product?

But they don’t.

Even if everyone needs what you’re selling (IT support, phone lines, hand towels for the loo), not everyone needs it right now. And, let’s be honest, even if they do need it, a lot people don’t care enough about the product (especially the hand towels) to actively want to switch suppliers.

If you’re trying to reach a wide group of people – the vast majority of whom don’t need or don’t care about your product – you’re wasting valuable time and energy. More importantly, you’re missing opportunities to show your insight and expertise to the smaller (but infinitely more lucrative) population that does want to know.

The better option is to dive deep into a narrow pool to find the targets you are seeking.

If we can’t be all things to all people, how do we figure out who to target?


Is it time to tweet? Tips for improving your social media management.

Written by Kate Reynier  |  12, March, 2013  |  0 Comments  Subscribe

Social media. It has revolutionised our lives by allowing us to communicate, in real time, with whomever we want, whenever we want. It’s about interactions 24/7.

Or is it?

As a B2B marketer, you’ll know using social media can give a real boost to your business and your brand. It allows you to communicate with people who are interested in what you have to say and actually need what you have to sell.  But do you know when is the best time to tweet, blog or update your Facebook page with the latest offers or information?


B2B PR: How to make sure newsjacking doesn't bite back

Written by Kate Reynier  |  5, March, 2013  |  0 Comments  Subscribe
Newsjacking is a term (coined originally by marketer,  David Meerman Scott) for what B2B PR professionals have been doing for years: find a current events story to piggyback your organisation onto, allowing you to ride the wave of the news cycle, raising your profile and garnering loads of, ideally, positive attention for your brand.  It doesn’t have to be breaking news – you can ‘plan’ for it sometimes – but you also need to be prepared to identify and react to situations as they happen.

Look around you and there are all kinds of newsjackings that happen all the time.  Here in the UK, Chinese New Year (the Year of the Snake), anything to do with the Royal Family, even Oscar’s night – all are big events that can be planned for to some degree or another.


Top tips for making sure your B2B web video is seen and shared

Written by Kate Reynier  |  26, February, 2013  |  0 Comments  Subscribe
Making videos for your business is a great way to reach prospective customers and show them something that words can’t. It takes just a few minutes to convey in a video what it can take, literally, thousands of words to get across. And, frankly, who has the time?

The best B2B videos are interesting – even fun – to watch, valuable to the viewer and easy to share.

But what is the best way to make sure your B2B web video is seen and shared? Just like your blogs and your website, you can optimise your web video so that it is easily found, and you can position it so it is easily shared.


B2B web video production: what does it really cost to do it yourself?

Written by Kate Reynier  |  7, February, 2013  |  0 Comments  Subscribe
Web video is a great content strategy for B2B organisations. Video is increasingly the vehicle of choice for people who are looking for information and solutions to their business problems. In fact, more and more B2B marketers are using video as a major element of their content marketing mix.

For example, results from the Content Marketing Institute’s 2013 B2B Content Marketing Benchmarks, Budgets and Trends report shows that video is one of the content marketing tactics that has seen the biggest increases in adoption rates among marketers, with an adoption rate of 70%.


Great examples of how to use online video marketing in the B2B space

Written by Kate Reynier  |  5, February, 2013  |  0 Comments  Subscribe
Of all the types of content you can create as part of an ongoing content marketing campaign, there is one that has arguably the highest impact on an audience, but seems to be the least understood, particularly in the B2B arena: Video.

It’s the vehicle of choice for a growing number of business owners and executives in need of information.  A recent Forbes report, Video in the C-Suite, showed that

  • 75% of executives surveyed watch work-related videos on business websites


Lead nurturing: Using workflows to make your customers feel valued

Written by Kate Reynier  |  6, November, 2012  |  0 Comments  Subscribe

For many people, the value of Inbound Marketing is that it draws potential customers to your website and uses remarkable content to convert prospects to leads. While this is a big part of the process – and it definitely makes up the majority of activity and time that you will spend on inbound marketing - there is a critical next step. 

Great content converts prospects to leads, but it won’t move them through the sales funnel, and further along the buying process, without a smart and effectively executed lead nurturing campaign – a process called workflows.

The term workflow describes an automated series of emails, or other communications, that allow you to gain more information and understanding of early stage leads before they are handed over to your sales people.  The goal is to make your new leads more sales-ready.

That is the benefit to your business.


Creating Inbound Marketing campaigns: 5 "must dos" before kicking off

Written by Kate Reynier  |  24, October, 2012  |  0 Comments  Subscribe

You may be thinking about a new inbound marketing campaign and are keen to get started.  There seems so many things to consider at this early stage: What are your keywords, and what are you going to blog about? Which social media channels are important? What to do about the eBook or webinar, the calls to action and landing page? What content to use to pull prospects through the sales funnel? 

But, while these are all important questions, you should really take a step back at this stage – before you write a word of content – to address five key areas that will ensure your campaign is successful.