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

What changes are visible in the latest State of Inbound?

Written by Keith Errington  |  7, July, 2017  |  0 Comments  Subscribe

Looking through this year’s State of Inbound 2017 report from HubSpot, what struck me is the massive contrast between the aspects of inbound marketing that have stayed the same, and the areas that are rapidly changing. So here are a few observations along those lines – three things that have not changed, and three things that are changing now.

3 things that have stayed the same

Establishing the ROI of marketing efforts is a continuing issue

Back in 2013, 25% of marketers stated their top challenge was proving the Return on Investment (ROI) of their inbound marketing efforts. In 2017, whilst 63% said that the top marketing challenge for companies is generating traffic and leads, 40% still said that proving the ROI of marketing activities was their top marketing challenge.

So why do companies find it difficult to measure inbound marketing ROI? Many companies struggle with defining metrics to track ROI, and others with the analysis of marketing data. Marketing success is often measured by how many prospects it produces, so to measure ROI you would compare the cost of your marketing to the value of those prospects to the company. However, establishing just how much a prospect is worth is far from easy, with a range of different approaches available, with different calculations and assumptions. 

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How to establish authority and trust when blogging for B2B

Written by Keith Errington  |  29, June, 2017  |  0 Comments  Subscribe

For many companies, their reputation and standing within their industry and amongst their customers is the key to winning and retaining business. Establish a good reputation and the prospects will come to you.

In the past, you could establish a reputation by networking and through word of mouth, but in today’s ultra-competitive, online world it’s much harder. You need to cast a wider net and attract prospects you have never met – so you need those prospects to find you and to listen to you, allowing you to gain their trust and win their business. It makes sense then, that modern content marketing focusses in the initial stages, on brand awareness and establishing authority. The first helps you to be found and considered by prospects, and the second adds credence to your content and makes them take you seriously.

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Professional Services marketing: How to increase your audience with inbound

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

Most professional services companies know that the best way to get more business is to get their best people in front of prospects – face to face. In such a situation, their expertise, knowledge and consultancy skills will go a long way towards making the sale. This is why networking events work so well for professional services – prospects can talk to your best people, and the benefits of a mutual relationship become obvious.

Unfortunately, you only have so many best people, and their time is in demand; the number of profitable networking events is usually small, and events require a physical presence that takes time out of the office.

Furthermore, time pressures on executives, managers and buyers have massively increased to the point where they are often unable or unwilling to spare the time for networking events, on travel, day-long conferences and so on.

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What you need to know about B2B Influencer Marketing

Written by Keith Errington  |  19, June, 2017  |  0 Comments  Subscribe

In the B2C world, influencer marketing is a big deal, but B2B companies have not embraced it to the same extent. A study from Altimeter earlier this year tells us that while 55% of B2C companies are running ongoing influencers programs, only 15% of B2B companies are doing the same. Does that mean influencer marketing is not relevant to the B2B market, or just that B2B marketers are missing out?

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7 ways inbound marketing can slash your SaaS customer churn rate

Written by Keith Errington  |  13, June, 2017  |  0 Comments  Subscribe

For a SaaS company, reducing the number of customers who cut ties with your service during a given period – or ‘churn rate’ is essential to the survival and growth of the business. But there is a solution - Inbound marketing – and here’s seven reasons why.

Get the right customers in the first place

Inbound marketing helps you to attract more visitors to your website. But it is not enough to just attract more people; they need to be the right people. Inbound delivers quality, pre-qualified leads who are ready to do business. If you can find the right fit customers in the first place, then churn rate will drastically decrease.

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Social Media for SaaS: What you need to know

Written by Keith Errington  |  7, June, 2017  |  0 Comments  Subscribe

Out of all the digital marketing channels available to you, social media is probably the most hyped yet least understood of them all. If well executed, with a solid strategy behind it, social can be a powerful marketing tool for a SaaS company. 

Social media is unlike other marketing channels in that it is not just for marketing; it is more of a two-way conversation and not just a means of distributing content. For SaaS companies, this is a strength and advantage over other channels.

But what can you use it for, and how can you make the most of it?

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How to take the boring out of SaaS content writing

Written by Keith Errington  |  31, May, 2017  |  0 Comments  Subscribe

If you are in the SaaS industry, you might feel that it is sometimes difficult to write about your services and make them exciting or engaging to your audience. You may be so familiar with what you offer that you struggle to find new angles and walk in your prospects shoes. Maybe you have lost your motivation and find it hard to believe anyone finds what you write about interesting?

If this sounds familiar, here are three ways to make your content work and get you back on track.

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Why your SaaS company needs an inbound marketing agency

Written by Keith Errington  |  17, May, 2017  |  0 Comments  Subscribe

In a previous post, we discussed how an inbound approach enables your SaaS company to connect with the right people,in the right way, at the right time. Inbound allows you to demonstrate your knowledge and expertise, answer your target audience's questions and, ultimately, help you to win their business (and keep it).

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Pros and Cons of using the top 7 social media networks for B2B

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

With 64% of the UK’s population of over 65 million active on social media – spending an average of 108 minutes a day on one or more social networks – you can’t ignore social as an essential way to connect with people and businesses.

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Professional services marketing: 6 tips to improve B2B lead generation

Written by Keith Errington  |  26, April, 2017  |  0 Comments  Subscribe

No professional services company can survive without new business, and securing those leads is the highest priority for most B2B marketers. With traditional methods proving less effective, companies are turning to inbound marketing – but what type of content should you produce? How should you go about it? And what’s the best way to deploy it to generate the most leads?

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How to write excellent educational content for inbound

Written by Keith Errington  |  20, April, 2017  |  0 Comments  Subscribe

Whether you are in professional services, SaaS or manufacturing, at some point, you should consider creating educational content for your audience. 

Inbound marketing is about providing relevant useful content, and there is no more useful content than that which helps someone to achieve results or save time.

So how do you go about creating educational content?

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