Inbound Marketing Age

Keith Errington

Keith Errington
Keith has a unique mix of talents and experience in marketing and communications. He writes regularly for the Equinet blog on marketing, social media, and strategy.

Recent Posts

How to analyse a competitor's website, and what you can learn

Written by Keith Errington  |  20, February, 2018  |  0 Comments  Subscribe

Before the digital age, it was tough to get an idea of what your competitors were up to. You might be able to glean some facts from their brochures, press releases, seminars, shareholder briefings, or by posing as a customer and get a handle on their pricing structure.

But if a company played its cards close to its chest, then their marketing strategy, strengths and weaknesses and business intentions would have been hard to fathom. This often meant that you could find yourself rapidly outmanoeuvred by their product launches and better pricing.

Planning your marketing strategy when you don’t have all the facts is, at best risky, and at worst disastrous.

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What is UX design and why does it matter?

Written by Keith Errington  |  7, February, 2018  |  0 Comments  Subscribe

UX or User Experience is a crucial factor in the success or failure of your marketing efforts. But what is it? Why is it important? Why can you not afford to ignore it? Let’s start with an analogy, or two.

Suppose you were walking down the high street and you came across a shop selling something you were interested in, but for some strange reason they had a four-foot wall across their doorway. A few doors along is another shop with what you need in it with an open doorway. Which do you choose?

Or imagine you wanted to buy a coffee, but you had to fill in a long form before you could get served? Would you stay, or would you more than likely go somewhere else?

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Messenger apps and B2B Marketing – what you need to know

Written by Keith Errington  |  25, January, 2018  |  0 Comments  Subscribe

Depending on your mobile usage, your manual dexterity and your age, you may, or may not be using messenger apps such a Facebook Messenger, or Whatsapp.

Like them, or loathe them, what you can no longer do is ignore them. Messenger apps offer a real opportunity in B2B marketing and are an essential consideration as part of your overall inbound marketing strategy.

The rise of the chat app

Figures show that the growth in popularity and use of messenger apps has been huge in the past few years.

The top four messaging apps (Messenger, WhatsApp, WeChat and Viber) now have more monthly users than the top four social networking apps (Facebook, Twitter, Instagram and Google+).

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Winning business by getting thought leadership right

Written by Keith Errington  |  19, January, 2018  |  0 Comments  Subscribe

A comprehensive study by Edelman in association with LinkedIn has revealed the importance of thought leadership to B2B demand generation.

The research discovered that it actually has an impact on every stage of the buying process.

Significantly, they also found that creating poor thought leadership content has a negative impact.

The definition of thought leadership

What defines thought leadership content?

It’s generally considered to be writing about the bigger issues facing your audience. It could be forward-looking, or research-based. It looks beyond the day-to-day issues and considers the impact of the longer term, or the wider environment.

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5 B2B Marketing Things to Avoid Doing in 2018

Written by Keith Errington  |  10, January, 2018  |  0 Comments  Subscribe

So many posts this time of year talk about all those things you should be doing in 2018, with many of those being fairly obvious, or a continuation of what you are doing already. So I thought I’d take a look at some B2B marketing things you should stop doing in 2018.

Don’t favour quantity over quality

A few years ago, content was all about posting as often as you could, anywhere you could. Many inbound marketing advocates pointed to data that showed the more you posted, the more traffic you would get and therefore more leads. One of the key statistics came from HubSpot; “B2B companies that blogged 11+ times per month got about 1.75X as many leads as those blogging 6 - 10 times per month, and about 3.75X as many leads as those blogging 0 - 3 times per month.” B2B companies rushed to get out content, commissioning it if necessary from all sorts of sources.

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Is PDF a dead format for B2B content marketing?

Written by Keith Errington  |  4, January, 2018  |  0 Comments  Subscribe

PDF as a format surfaced in the early 1990’s as a solution to a common problem. At the time there were so many computer programmes that you could use for creating documents and each of these used its own, proprietary format. This created problems when sending and receiving documents. Even if you had the same programme available, you might not see the images correctly (they may have been linked to files you didn’t have) and without the same fonts, the whole look of the document would change. If you wanted the receiver to see the document as it was originally created, often the only recourse was to print it out and send it by courier or post.

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Why relative vs absolute URLs matter to your search engine ranking

Written by Keith Errington  |  12, December, 2017  |  0 Comments  Subscribe

You may have come across the two ways of pointing to a web page when designing your website or blog, but what are the differences, and why should you care?

Well basically, the main reason you should care is because getting it wrong may well affect your search engine ranking and therefore your customer’s ability to find you – which is pretty important.

What is a URL?

Let’s start at the beginning; URL stands for Uniform Resource Locater and it’s a way of pointing to a file on a computer network, and the way to handle that file. A URL can be used as a reference for web pages (http), file transfer (ftp) email (mailto) and many others.

In your browser you will see the URL in the address bar. The address of the blog on our web site for example is:http://www.equinetmedia.com/blog

This breaks down to a protocol – a way of handling the file: http, a hostname: www.equinetmedia.com and a file name: blog.

This is a basic URL. There are additional components that can be added, but this is the basis for all web addresses.

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Twenty quick and easy B2B content wins

Written by Keith Errington  |  6, December, 2017  |  0 Comments  Subscribe

However vital writing B2B content is to your inbound marketing strategy, there are occasions when time is tight, and you could do with a blog that writes itself. Well marketing automation isn’t quite there yet – thank goodness – but here are some ideas for content that are relatively quick to produce, but are still very effective.

  1. Talk to your frontline staff in sales and customer service and compile a list of all the questions that customers and prospects have asked over the years. Take the simpler questions that have quick and easy answers and create a “Top ten FAQs” style of post. Then take the more complex questions and write a post answering each one.
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What you need to know about Account Based Marketing

Written by Keith Errington  |  30, November, 2017  |  0 Comments  Subscribe

Marketing is often seen as getting your message out to the maximum number of people, which seems logical. Surely, it follows that the more people you reach, the more prospects you should get, and therefore the more sales you will make?

Certainly in the B2C arena, this strategy can pay dividends with mass market products.

But there are a number of reasons why a different approach needs to be taken for B2B marketing. Products are more niche, so mass broadcast is not practical or cost effective. And the truth is, that in order for many small to mid-sized B2B companies to succeed, they don’t actually need thousands of leads; what they really need is a reasonable number of high value clients.

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How to boost your B2B email open rates

Written by Keith Errington  |  21, November, 2017  |  0 Comments  Subscribe

Crafting beautiful emails full of useful content and calls to action is not enough on its own. If your emails do not get opened, you are wasting your time.

Getting the recipient to make that first click and start reading is the key to a successful B2B inbound email marketing campaign.

The surprising reason people open your emails

You might think that the subject line is the main reason people open your emails, and indeed 47% of subscribers say this is the primary reason; however, a much larger percentage – 64% – say that who it is from is the biggest factor.

What this means is that the sender address and branding are very important. Make sure that the sending address includes your web domain so that recipients can recognise it. And as I wrote in an earlier post, make it a real person – research shows that this performs better than a generic email address.

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How to excel at B2B email optimisation and compliance

Written by Keith Errington  |  16, November, 2017  |  0 Comments  Subscribe

Despite all the new digital channels, social networks and message systems that have emerged over the past ten years, good old-fashioned B2B email marketing still remains one of the most effective ways of engaging with your buyers, attracting new prospects and retaining customers. As a marketing tool B2B email returns an excellent ROI – which is readily measurable – unlike many other marketing channels. It’s usage is still growing with an estimated 3 billion users worldwide by 2020.

But like so many other things, it only works if it is done well. And with increasing competition within recipient’s inboxes, it increasingly needs to be done very well.

With General Data Protection Regulation (GDPR) looming, compliance is also more important than ever.

In this article we look at some essential tips to help you optimise your email marketing, and ensure you are compliant.

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