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Inbound Marketing Age

Kirstine Storey

Kirstine Storey
Kirstine manages a number of key accounts, assisting clients with blogging, copywriting for eBooks, and developing new websites as well as heading up our managed email marketing service.

Recent Posts

5 ways your digital marketing mix is like camping...no really!

Written by Kirstine Storey  |  15, September, 2014  |  0 Comments  Subscribe

Really? I hear you! Surely, the link between camping and the digital marketing mix must be pretty tenuous.

But bear with me - it’s still summer after all (just), so maybe you've still got the time and space to ruminate and reflect on even the most obscure of analogies…

My family does a fair few camping holidays each year; we’ve chalked up 3 this year so far (in the UK and France) with a fourth planned at the end of September, before the weather gets too chilly.

And rather sadly, some may say, I found myself thinking about the ways in which planning and undertaking a camping trip bore a striking resemblance to the approach that businesses should take to their marketing in this noisy, digital world. No, really!

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B2B email marketing success: 5 things to check before you hit send

Written by Kirstine Storey  |  8, July, 2014  |  0 Comments  Subscribe

Email is easy, right? You design your campaign, your content is penned and you have included the offers that you want to highlight to your contacts, and now it’s time to hit send. No, not quite yet!

Done well, B2B email marketing is a highly efficient and cost-effective means of generating new revenues, repeat business and stronger relationships with your clients. But done badly, as we all know, it is an area of marketing that is shrouded with risk: risks around your reputation as a purveyor of interesting, useful content ("that link is broken"); risks around your spoiling your relationship with your clients ("my inbox is drowning…!"); risks around your relationship with ISPs – with the danger of being black-listed if you are sending large volumes to an un-opted-in mail -  the worst outcome here.

So, how can you ensure that the emails you send do not fall foul of these inherent hazards, and achieve the engagement, interest and response that you desire?

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The 17 types of blog post your audience can't wait to read

Written by Kirstine Storey  |  9, April, 2014  |  0 Comments  Subscribe

We recently ran a training course for folk new to blogging, which covered everything from the business case for blogging and content planning to creating writing that works and how to measure it.  One of the areas that sparked real interest for our new budding bloggers, and proved invaluable to planning their writing for the coming months, was our trainer’s examples of the types of blog post that are open to them.  We counted around 17 types of posts that writers might wish to consider in approaching their blogging, to be used variously and applicably, as befits the tastes of your audience and the tenor of your blog.

So, here are our 17 suggestions for the types of post you might consider to keep your blog interesting, vital and educative for your readers:

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Four most useful 2014 predictions for inbound and content marketing

Written by Kirstine Storey  |  17, January, 2014  |  0 Comments  Subscribe

This time last year, we came to the quick and sensible decision not to devise out own list of predictions for 2013, instead leaving it in the safe hands of other experts in the field who could foretell with renown and efficiency the inbound and content trends of the coming year.  And they did so with aplomb – thank you Messrs Sheridan, Colman et al.

So, with the advent of another new year, we have scoured the Internet to compile a 2014 list of the best B2B content and inbound marketing predictions for the next 12 months, in the hope that they will prove useful in guiding your future marketing planning and strategy.So here’s our list of the four most salient objectives and anticipated trends for 2014 from the thought-leaders in our industry:

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Negotiating the opportunities and challenges of guest blogging today

Written by Kirstine Storey  |  12, December, 2013  |  0 Comments  Subscribe

We can’t be the only business with a blog that has seen an increase in the numbers of requests received (some welcome, others not so) for guest posts, both from those wanting to post on our blog and those wanting us to post on theirs!

The guest post, it could be argued, is fast-becoming B2B blog currency; so it's worth asking why that is, identifying some of the challenges associated with it, and exploring how carefully negotiating these hurdles could bring benefit to your existing inbound and content marketing activities.

Guest blogs, valuable content, and SEO

Guest blogging done successfully - in conjunction with well-selected and reputable blog writers in your field, can deliver significant benefits for your business - in terms of profile, authority, perspicacity and originality to your online content.

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How to really manage your LinkedIn Groups

Written by Kirstine Storey  |  27, November, 2013  |  0 Comments  Subscribe

In May 2013, LinkedIn reported that it had 1.5 million Groups. LinkedIn insiders now put the figure at over 2 million. There are Groups for just about every brand, business discipline and professional interest under the sun, and any LinkedIn member – including you - can start one.

But what's the key to effectively managing these communities in order to ensure that dialogue within them is interesting, influential and informative? Light touch or firm hand on the tiller? High visibility or strictly background presence? Proactive intervention or a “keep your distance” philosophy? We explored the views of LinkedIn Group managers to give you some helpful guidance.

Group tips from the LinkedIn frontline

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Establish your B2B blog by finding the right people to write for you

Written by Kirstine Storey  |  15, November, 2013  |  0 Comments  Subscribe

If you are running an SME in the UK today you can’t have failed to notice the growing importance of blogging, as part of your online presence.  Indeed, the reach and impact of business blogs is expanding all the time as potential customers look to source interesting, educative or entertaining insights into their industry sector. According to Hubspot’s very latest analysis of the State of Inbound Marketing 2013, for example, almost 40% of European marketers reported acquiring customer leads directly from their company blog.

But, where to start? One thing to do, first off, is to look at who else in your industry is blogging; read what they are saying, and look at whether they are being listened to, shared, etc.  If your sector is already very crowded with businesses talking about the same sorts of things, then maybe blogging is not the channel to consider for you.  However, if it seems that your competitors aren’t yet blogging – i.e. that there isn’t a great deal of noise in your specific field – then perhaps there is an opportunity to lead the charge in this dynamic area of content writing, to gain a new online audience and to steer the conversation in your field.

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10 B2B infographics that we think rock - be inspired!

Written by Kirstine Storey  |  9, November, 2013  |  0 Comments  Subscribe

You may have seen our previous blog post all about B2B infographics, which outlined what infographics are, why you should use them in your content marketing and how to go about creating one of your own, using free tools.  

To give you some further inspiration and guidance on how your information, expertise and knowledge can become a beautifully represented visual, just look at the 10 B2B infographics we’ve chosen below to see how it should be done.  Whether you want to create a “how to” infographic, which offers guidance to your industry, a “history of…” type visual to highlight your experience in the field, or are merely showcasing your latest research, these fabulous marketing infographics demonstrate how to achieve that successful mix of clarity, appeal, authority and shareability:

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Things to know before hiring an agency for your social media campaign

Written by Kirstine Storey  |  7, November, 2013  |  0 Comments  Subscribe

Our own Eric Swain is the co-host (with Ann Hawkins) of a weekly podcast called The Social Media Show. We are providing transcripts of select shows.

Here, Mark Jennings joins Eric and Ann for one of the most listened to episodes of the show, Show 27, to answer questions about how businesses large and small engage an agency and run a social media campaign. This is part one of the interview. Find part two here.

So Mark, is it only big brands that use agencies or is it something that a small company could do?

I think that companies of any size could benefit from working with an agency but, of course, many agencies work best when there is a certain threshold of money involved, because they need a certain spend.  I guess it would depend very much on the specific thing you needed to do. The simple test for that is: do you have the skills in-house to do it? If not, then it’s worth looking externally.

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What 5 inbound rock stars taught me about the art of good listening

Written by Kirstine Storey  |  21, October, 2013  |  0 Comments  Subscribe
 
This time last week I attended the exciting and inspiring Inbound Marketing UK (IMUK) 2013 conference in London, to hear some of the brightest minds
in the industry, both here and in the States, talk about the best approaches to marketing now.

One of the over-riding messages from the day’s speakers for me, was the absolute importance of good listening; the art of learning from the wisdom, experience, thoughts and needs of others, of paying attention to what you are being told and what you are telling yourself.  Because this is how we learn to do better, to improve what we’re already doing, and to bring others with us along the way.

Here’s what I learnt from my good listening on the day.

Listen to your audience

Hubspot CEO, Brian Halligan, opened the conference with a clear message around the importance of marketing context; the need to ensure that you listen to and are cognisant of your audience and the context within which it works, plays, lives.

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Essential tools for defining meaningful buyer personas

Written by Kirstine Storey  |  2, October, 2013  |  0 Comments  Subscribe

“A wise man knows his audience,” goes the venerable saying, and whilst it lacks gender equality it does rather hit the nail on the head.  You will be well aware of the importance of ensuring your message responds to the needs, wants and interests of the people receiving it.  It’s a mission at the very heart of the strategic marketing concept that drives all others – “buyer personas.”

Personas were memorably described by Tony Zambito as “representations of who buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, and why they make buying decisions.” In fact, as we said in an earlier post, buyer personas are “a sure-fire way to focus all of your content on the right people at the right time.”

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