Inbound Marketing Age

Nicola Risi

Nicola Risi
Nicola writes content for Equinet as well as our clients. After completing a degree in English Literature and Language, and a CIM Marketing diploma, Nicola has spent the last five years working in creative account management and copywriting. Her wealth of sector experience ranges from charities and healthcare, to corporate and commercial brands.

Recent Posts

How to retain your SEO equity during a site migration

Written by Nicola Risi  |  12, June, 2018  |  0 Comments  Subscribe

A poorly devised SEO strategy ahead of a site migration is a recipe for disaster. A site migration in itself can be an extremely onerous task; one that requires considerable planning, consultation and attention to detail. But when SEO is treated as an afterthought, your search engine visibility will be compromised.

Given the right execution strategy, it can happen smoothly, efficiently, and can preserve all that hard-earned SEO. 

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How to write high-converting CTAs

Written by Nicola Risi  |  7, June, 2018  |  0 Comments  Subscribe

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Call-to-actions (CTAS) are the smallest nuggets of copy on your web page, with arguably, the biggest job.

We could be talking as little as two words. However, two words that are the difference between a visitor converting to a lead or bouncing off the page. It's for that reason they demand so much time, effort and research to develop.

There's a common misconception that writing microcopy is 'easy' because it's so short. However, having fewer words and space means there's even less room for error. Conversions can hang on as little as one word or colourget it wrong, and you risk losing leads. 

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5 failsafe B2B lead generation strategies

Written by Nicola Risi  |  30, May, 2018  |  0 Comments  Subscribe

An effective lead generation strategy is a culmination of approaches that when combined, enhance your reputation, increase website traffic, and as a result, attract a steady stream of qualified leads. There are individual strategies that will enhance your overall approach, but what it really requires is a holistic effort.

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Is it time to consider an accounts based marketing strategy?

Written by Nicola Risi  |  24, May, 2018  |  0 Comments  Subscribe

This might not be the first time you’ve heard of 'ABM' (accounts based marketing).

Previously known as ‘key accounts marketing,’ ABM assumes that B2B buying decisions are down to a group of people, rather than an individual.

Therefore, as opposed to using broad, traditional marketing techniques, it relies on a close alignment between sales and marketing to identify key influencers and decision makers within a business, supplying them with personalised, relevant, and compelling content.

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Have you carried out these final GDPR checks?

Written by Nicola Risi  |  17, May, 2018  |  0 Comments  Subscribe

The deadline is imminent, and by now, most organisations should have their houses in order when it comes to GDPR.

It’s likely you’ve recently received a flurry of "can we still contact you" emails from B2C companies that you’ve previously bought from, or shown some interest in. You may have even heard of some companies deleting all their contacts in a fit of panic, fearful of falling foul of the new compliance measures.  When it comes to B2B marketers, many are taking a more systematic and considered approach to how they use and handle data sensibly.

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3 considerations for your SaaS content marketing strategy

Written by Nicola Risi  |  2, May, 2018  |  0 Comments  Subscribe

The software as a service (SaaS) industry is one of the most lucrative niches on the market. Inherently scalable and profitable, it’s expected to surpass $112.8 billion by 2019.

But if you're in the business of selling software as a service, you’ll know that standing out is now more of a challenge than ever.

And, unlike many other industries, if a software company grows at only 20%, it has 92% chance of ceasing to exist within a few years according to McKinsey.

So, listen up, because getting this right is important.

Inbound and content marketing are often favoured by SaaS companies because they are conducive to B2B buying habits.

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A guide to SEO copywriting best practices in 2018

Written by Nicola Risi  |  18, April, 2018  |  0 Comments  Subscribe

Great SEO copywriting is the key to thriving online.

But one of the biggest challenges for SEO copywriters is creating content that is favoured by online searchers and search engines.

The job of an SEO copywriter has demanded a variety of disciplines in previous years. Now, it's not enough to write for algorithms. You must write for people first.

This means your writing must speak to your audience's needs and desires, while, at the same time, targeting specific keywords and following SEO best practices.

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6 inbound mistakes to avoid in SaaS marketing

Written by Nicola Risi  |  10, April, 2018  |  0 Comments  Subscribe

SaaS products are conceived, programmed and built to provide a solution to a problem. A concept which also happens to permeate the entire inbound philosophy.

It’s for this reason that an inbound strategy lends itself so well to SaaS marketing. But for SaaS buyers in particular, the relationship with their vendors can be very sensitive.

A SaaS inbound strategy demands a high level of skill, education and consideration to devise the most successful approach. Each stage of the buyer’s journey is as crucial as the last, and there is no time for complacency in such a disruptive and competitive landscape. 

So, it’s only natural that in the commotion of trying to cover all bases and get everything right, sometimes things go very wrong.

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How to become a thought leader in the technology sector

Written by Nicola Risi  |  4, April, 2018  |  0 Comments  Subscribe

Laura Ramos of Forrester once said, “Business buyers don’t buy into your product; they buy into your approach to solving their problems.”

And that is a stark truism in the technology space.

By producing content that is well-curated, well-researched and built around your buyer personas’ most pressing problems, you align your lead generation to your content marketing efforts. And in the process, position yourself as a thought leader. 

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How to use social listening to shape your B2B buyer personas

Written by Nicola Risi  |  13, March, 2018  |  0 Comments  Subscribe

Social listening is the act of analysing conversations that take place on social platforms involving a specific brand or industry.

Not to be confused with social media monitoring, social listening allows brands to hone in on their target audience’s most common frustrations, challenges and values, extracting key insights that help design a more appealing content offering.

Perfectly described by Dan Neely, CEO of Networked Insights, “Monitoring sees trees; listening sees the forest.”

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On-Page vs Off-Page SEO

Written by Nicola Risi  |  21, February, 2018  |  0 Comments  Subscribe

SEO can be a tricky discipline to master. It’s continually evolving, and what works for one business could have the opposite effect on another.

“Build content for algorithms, but also for people.”

“Make sure you use keywords, but not too many!”

Alt-tags, metadata and topic clusters - it can be a minefield.

And then, there’s the on-page, off-page conundrum. What’s the difference? And what should you be doing to make sure you have both of these covered?

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