The Inbound and Content Marketing blog

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 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 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.

Read more...

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.

Read more...

Artificial Intelligence and its role in B2B marketing

Written by Keith Errington  |  8, November, 2017  |  0 Comments  Subscribe

Just this week Stephen Hawking, warned that Artificial Intelligence could destroy civilisation, and yet it is regularly being touted as a useful technology as far as marketing is concerned. Indeed, it’s possibly the most hyped development within the marketing community at the moment. So what’s going on? What exactly is it? And can it improve B2B marketing?

What AI is, and what it isn't

In common with other new technology terms that become fashionable, artificial intelligence is talked about in many contexts, often applied to products and solutions that display very little intelligence, artificial or otherwise. Nearly half of marketers say artificial intelligence is an overhyped idea/term, according to recent research from Resulticks. And given the very casual way the term has been used, an outsider could be forgiven for struggling to understand the term or what exactly it is. Confusion also arises as the term can be used to describe two distinctly different things:

Read more...

How Professional Services Marketing is changing

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

Technological and social changes have swept old methods of marketing away in every single industry and professional services marketing is no different. If you haven’t reviewed and changed your marketing strategy in the past decade, then you are getting left behind.

In this post, we look at some of the areas where professional services marketing has changed and what you can do to refocus your marketing efforts to remain competitive.

The new online generation

Clients are now savvy, short on time and keen on online tools that can make their working life easier and save them the effort. Your marketing strategy has to reflect this – old ways have changed, gone, and new approaches are the only ones with a chance of success.

Read more...

How to meet the manufacturing marketing challenge with your content

Written by Keith Errington  |  23, October, 2017  |  0 Comments  Subscribe

Over the past two or three years, many manufacturing businesses made a commitment to a content marketing strategy. Whilst, there is still a small proportion of manufacturing businesses that don’t do any form of content marketing, most recognise that the most effective form of manufacturing marketing, for lead generation and conversion, is content marketing.

Read more...

How to win at SaaS email marketing

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

Despite the hype around social media, messaging apps and other newer forms of marketing communications, email is still an effective marketing channel. Providing your prospects have signed up for it, email still has the power to engage with clients and prospects as well as any other medium.

But like any marketing channel, it’s only valid when you are doing it right. Get email marketing wrong, you run the risk of losing not only prospects, but also your existing customers. Email marketing has great potential to irritate and annoy if is unwanted or unhelpful. There are few things people loathe more than spam. And spam is not just unsolicited emails, it’s any email that wastes the recipient’s time.

Read more...

How marketing is changing for SaaS companies

Written by Keith Errington  |  9, October, 2017  |  0 Comments  Subscribe

It is a tumultuous time for anyone involved in SaaS marketing – massive changes in the marketing landscape, the way customers buy and the channels available mean that SaaS marketing plans and strategy are having to be revised or even scrapped. SaaS companies, with their reliance on good marketing to gain customers and combat churn, will find themselves at the forefront of this change. They can either surf it and gain the benefits – or go under.

Read more...

8 effective email tips for professional services marketing

Written by Keith Errington  |  28, September, 2017  |  0 Comments  Subscribe

Creating useful, timely content for your prospective clients and customers is essential in today’s inbound marketing landscape. Prospects are actively researching products and services and seeking information about problems and solutions. When you are composing emails for professional services there are some important principles to work to. Keep these in mind and you will create better, more effective content.

Read more...

Why you need to consider link-building in B2B Content Marketing

Written by Keith Errington  |  14, September, 2017  |  0 Comments  Subscribe

It wasn’t that long ago that link building was viewed as a mysterious dark art that involved various underhand “black hat” techniques to create backlinks to your site in order to influence search engines. At that time search engines worked on the basis that the more links you had – the more popular your site and therefore the better the content must be. As search engines have evolved and become more sophisticated, they’ve identified and discriminated against such dubious ploys.

Today, employing these types of deceptive techniques will get you demoted in search engine rankings, so doing more harm than good. That’s not to say that the search engines don’t take links into account – they do, but they have to be genuine, good quality links. Remember also that those false backlinks do nothing for your revenue – they don’t encourage prospects or convert leads, whereas quality links from good sources will; as well as increasing your standing with the search engines.

Read more...

How to win and keep customers with SaaS Content Marketing

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

In SaaS marketing the aim of your content is to generate leads, convert prospects, reduce churn and upsell additional services. To do that effectively you need to create content that meets the needs of your audience. Your inbound marketing strategy should include developing buyer personas and targeting appropriate content at different stages of the buyer’s journey.

But what topics make for a great piece of content for SaaS? Here are four tried and tested types of content that are effective and enduring.

Read more...

3 essentials for professional services bloggers

Written by Keith Errington  |  5, September, 2017  |  0 Comments  Subscribe

The best bloggers for professional services understand the need take a professional approach. Business in this sector depends on the level of trust and authority you can convey to your potential clients (and to your existing clients). So just casually throwing a few words together will simply not bring the results you are looking for.

In this post we are going to look at three essential elements that contribute to a polished and effective professional services blog.

Read more...