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

5 ways to improve your B2B marketing

Written by Keith Errington  |  20, February, 2019  |  0 Comments  Subscribe

Whether you are happy with your B2B marketing results or feel they are lacking, here’s five ways to improve your marketing.

1. Get feedback

Not surprisingly, a great way to find out whether your marketing strategy is hitting its mark is to ask it’s intended targets. You should conduct some research amongst prospects, customers and ex-customers, and find out what they think.

Whether that is a simple Net Promoter Score (NPS) survey of existing customers or a full-blown, in-depth survey of the market, the insights you gain from the results will be useful.

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3 effective ways to use LinkedIn for B2B Marketing

Written by Keith Errington  |  13, February, 2019  |  0 Comments  Subscribe

Before we start, let’s remind ourselves why we might use LinkedIn as B2B businesses with a few relevant stats.

  • 97% of B2B marketers use LinkedIn for content marketing purposes (CMI).
  • 78% say it’s the most effective social media platform for content marketing (CMI).
  • LinkedIn is 277% more effective at lead generation than Facebook or Twitter (HubSpot).
  • 45% of LinkedIn article readers are in upper-level positions, including managers, VPs, Directors, and C-level positions (LinkedIn study).
  • 91% of executives rated LinkedIn as their number one choice for professionally relevant content (LinkedIn study).
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3 things B2B marketers can safely ignore in 2019

Written by Keith Errington  |  6, February, 2019  |  0 Comments  Subscribe

Keeping up with new developments in marketing can be hard and it’s always time-consuming. There is always constant pressure to make sure you are not missing out on a valuable new tactic, method or sales channel. Not knowing about the latest opportunity at best makes you look ill-informed and at worst, costs your company money as competitors gain an edge and you scramble to catch up.

Media outlets, marketing pundits and vendors don’t help by hyping every new product, service or technology that comes along. Bloggers love to write about the latest thing and tell you how it will change the face of marketing.

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Blog writer's tip: keep your blog on target with a brief

Written by Keith Errington  |  4, February, 2019  |  1 Comment  Subscribe

Editor's note: This post was originally written in 2014 and has since been updated for maximum relevance. 

I like to think of blog posts as arrows – powerful, accurate and effective – but only if they are targeted. In fact any weapon is only effective if properly targeted – and can cause huge damage if it’s pointing the wrong way.

Whilst forgiving the somewhat campaign/war like bent of this view, applying this analogy to a blog – you have to identify the overall nature of your enemy and then hit specific targets with your posts. So what you need is a brief and a targeting system.

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Top Ten Content Marketing Pros and Cons

Written by Keith Errington  |  30, January, 2019  |  0 Comments  Subscribe

Content marketing has risen to prominence amongst both B2C and B2B marketers, driven in part by the significant influence of search engines on today’s shoppers and buyers and the diminishing power of conventional advertising.

Compared to traditional marketing programs, content marketing costs 62% less and generates approximately three times the volume of leads.

Countless numbers of companies have embraced it and placed it at the core of their marketing strategies, but what is the case for it? Is it a no-brainer, or are their downsides too?

To help you consider it, plan for it or even review your ongoing strategy, here are ten pros and cons of Content Marketing.

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Back to Basics for B2B Marketing

Written by Keith Errington  |  23, January, 2019  |  0 Comments  Subscribe

I’m one of these strange people that actually enjoy hearing about the latest marketing theories, reading up on best practice, researching the most recent thoughts on marketing strategy and tactics and all those articles on how to maximise your results. It’s great to know about the theory and hear what the greatest marketing gurus in the land think you should be doing.

But as a consultant, too often I see businesses attempting the most advanced marketing techniques, trying out the sexy, cutting edge ideas, refining some small area of their marketing plan to the nth degree,

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8 ways to blog better in 2019

Written by Keith Errington  |  8, January, 2019  |  0 Comments  Subscribe

So, I am making my New Year resolutions again, and one that I keep adding in is to blog smarter – blog better. It’s a great goal I’m sure you’ll agree, but where do we start?

What is the best practice? What works and what doesn’t work? If only someone published some useful stats that we could use? Oh, hang on…

 Well, wouldn’t you know it, Orbit Media Studios have published their 2018 survey of blogging statistics and trends – how helpful is that? (Check out the link for the full research).

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Why measuring your marketing ROI is important

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

You’ve spent hours producing content, publishing it and promoting it and now you have to measure its impact and prove Return On Investment (ROI) to the board as well? Isn’t just publishing it enough?

In a word, no.

If you can’t prove your marketing is working, then you are putting effort in for nothing.

  • How do you know it is useful?
  • How do you know it is the best you can do?
  • How do you know your efforts are not making things worse even?

So measuring is essential.

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The Unfortunate Truth About AI in Marketing

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

Everything you know about Artificial Intelligence in marketing is wrong… probably.

I say probably, because unless you have made a study of the subject then you probably won’t realise that the hype around AI for marketing is the modern equivalent of selling snake oil.

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Why marketing needs to be done by humans not bots

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

This year there has been a lot of talk about marketing automation, programmatic marketing and artificial intelligence, with promises of streamlining the marketing process and making it all more efficient.

With robots replacing jobs in manufacturing and with automated machines at the checkout and selling tickets at railway stations, with driverless cars on the horizon, and with chatbots being used to handle customer support, how worried should we be about our future as a human being working in marketing?

Let’s look at four critical factors.

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5 ways for marketers to make an impact in the age of fake news

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

What if I were to tell you that 73% of the content posted to the Internet was fiction, that in the past ten years the number of verifiable facts within web pages had dropped by 48%, and that the vast majority of content was now being produced by trained squirrels in Tanzania?

Hopefully, you would realise that these are all pretty good examples of fake news - one of the biggest threats facing the Western World today (according to some commentators).

It varies from the almost believable to the absolute absurd, but has one thing in common: it bears little resemblance to the truth.

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