Inbound Marketing Age

Katie Hutchinson

Katie Hutchinson
Katie writes content for Equinet and our clients. She has a degree in Psychology and before joining Equinet worked in market research for six years, where she specialised in qualitative research.

Recent Posts

14 simple ways to generate great blog ideas for professional services

Written by Katie Hutchinson  |  14, February, 2018  |  0 Comments  Subscribe

With all this talk of using video, podcasts and even voice interfaces like Alexa for content marketing, blogging may seem like an old idea.

But we haven’t reached the demise of the written word just yet. Blogging is very much alive and kicking in B2B marketing. And for a professional services company, a blog is one of the most valuable assets your website can have.

The more you blog, the more chances you have of capturing the attention of your buyer personas. But maintaining a healthy blog pipeline can be challenging. How can you consistently come up with interesting and relevant blog posts that will attract (and maintain) the attention of your prospects?

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Why your inbound strategy should start with brand development

Written by Katie Hutchinson  |  31, January, 2018  |  0 Comments  Subscribe

Making the switch from traditional marketing methods to an inbound marketing approach isn’t easy. There is a lot of work that needs to happen upfront to build your inbound strategy so you get the most from your investment.

As with any major organisational change or adoption of new ways of working, it’s always worthwhile going back to basics: your brand.

The best brands represent everything the company stands for. Your brand is central to your value proposition. And to differentiate yourself from competitors, you need to build a strong consensus around your brand expression.

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What are vanity metrics and how do you make them more meaningful?

Written by Katie Hutchinson  |  9, January, 2018  |  0 Comments  Subscribe

As content marketers, we’re getting better at measuring the effectiveness of our content.

57 per cent of bloggers now say they ‘usually’ or ‘always’ check their analytics, according to research by Orbit Media Studios.

But not all data is good data.

Ever heard the term 'vanity metrics'? Using them is easy, but determining their value to your business can be difficult.

In this blog post, we explain what vanity metrics are, and how you can make them more meaningful.

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How to get the most out of your inbound agency

Written by Katie Hutchinson  |  13, December, 2017  |  0 Comments  Subscribe

More and more companies are moving from traditional marketing methods to an inbound marketing approach.

And those short on time or lacking internal resource or expertise are looking to external agencies for help.

Sure you expect an agency to deliver great results, but you also have a vital role to play in achieving this.

So if you’re considering hiring an inbound agency, here are our top tips for making the most of your partnership.

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How to develop buyer personas for professional services

Written by Katie Hutchinson  |  7, December, 2017  |  0 Comments  Subscribe

Professional services firms have traditionally relied on referrals to grow their customer base. However, this method curbs your potential reach - your network is limited to your current clients and who they know.

And with 71 percent of B2B buyers starting their search online with no provider in mind, it's no wonder more and more professional services companies are moving to a content marketing approach in a bid to reach a wider audience.

The idea is simple: creating useful, informative and valuable content increases your likelihood of being discovered by potential clients looking for what you do.

But your content needs to be aimed at the right people - your target customers. It needs to attract (and maintain) their attention.

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Inbound Marketing and Content Marketing: What's the difference?

Written by Katie Hutchinson  |  15, November, 2017  |  1 Comment  Subscribe

You may well have heard of “inbound marketing” and “content marketing”.

But with the two terms so often used interchangeably, you'd be forgiven for not fully understanding what they mean, or the difference between them. 

Traditional marketing doesn’t work as well as it used to. As customers, we’ve become good at ignoring a lot of marketing noise. We filter out unwanted spam, we block cold calls, and we skip television ads.

As the marketer, you used to hold all the power. Now, the control is in the hands of your customers.

This power shift is the reason inbound marketing and content marketing are terms you need to get to grips with.

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7 ways to be inspired by CMI's B2B Content Marketing Research

Written by Katie Hutchinson  |  6, November, 2017  |  0 Comments  Subscribe

Over the last few years, the Content Marketing Institute’s (CMIs) annual report on content marketing trends has become a go-to source for B2B marketers to see how their business is stacking up against others.

Last month saw the release of the eighth annual report. It presents the findings gathered from research with 870 for-profit organisations in North America who primarily sell products or services to businesses.

Here we highlight seven key learnings and what they mean for any business considering, or already engaging in, a content marketing approach.

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Does your professional services company need a website redesign?

Written by Katie Hutchinson  |  27, October, 2017  |  0 Comments  Subscribe

Research shows that 80 per cent of professional services buyers visit a company’s website to evaluate them as a potential provider.

So, if you're a professional services company your website needs to be giving off all the right messages.

Your website is a product of your business, and therefore a reflection of your work. A poorly designed website gives the impression you don’t care for your customers and are ok with mediocrity.

The point is, your website can make or break your business.

Take Apple for example. As one of the largest global technology companies, you’d expect them to have a well-designed and responsive website, right? Otherwise, how could anyone trust their products?

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How to create more successful landing pages

Written by Katie Hutchinson  |  12, October, 2017  |  0 Comments  Subscribe

A landing page is the gateway to your content offer. It is the web page someone lands on after clicking a call-to-action on your blog, email newsletter, or website.

It has one job - to convert visitors to leads.

A strong landing page will provide you with the top of the funnel information about prospects that you need to kick-start your lead nurturing activities. A weak landing page means visitors will bounce, and your chance of a blossoming relationship dwindles.

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How to master content creation in 4 simple steps

Written by Katie Hutchinson  |  5, October, 2017  |  0 Comments  Subscribe

Effective content is the key to inbound marketing, and crafting effective content relies on creativity. 

Creativity can transform a piece of writing into compelling content that captures people's hearts and minds; content that has the power to sway the decisions of prospects.

But equally important is having a solid structure in place for producing content.

In fact, structure enables creativity. Structure creates opportunities. Creativity allows those opportunities to evolve, and thrive.

A structured content creation process is the backbone of a successful content marketing strategy

Content creation should involve four distinct stages, according to HubSpot.

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4 inbound marketing tactics to delight and retain your customers

Written by Katie Hutchinson  |  19, September, 2017  |  0 Comments  Subscribe

Many businesses spend the majority of their money and time on acquiring customers. As consumers, we see this all the time. Deals for new customers are everywhere, whether it’s a supermarket offering money off your first online shop, or a bank offering cashback for switching your current account. But what about those long-standing customers who consistently remain loyal to a brand?

Customer retention is one of the most critical challenges facing businesses today. So it makes good sense to keep your existing customers happy - you want them to continue to choose to do business with you. Studies show that it costs ten times more to attract a new customer than to keep one. And let’s face it, happy customers make great advocates.

The inbound marketing philosophy acknowledges the value of customer retention and advocacy. The four-step process - “attract, convert, close, delight” - works to turn strangers into not only customers but promoters of your business.

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