The Inbound and Content Marketing blog

The buyer persona questions your tech company needs to ask

Written by Katie Hutchinson  |  1, September, 2017  |  0 Comments  Subscribe

In a recent post, we highlighted how crucial content marketing is for B2B tech firms. But to create the best possible content that will resonate with prospective buyers, you first need to define your buyer personas.

Read more...

4 examples of content marketing for manufacturing

Written by Gemma Rogers  |  31, August, 2017  |  0 Comments  Subscribe

Earlier this year we wrote about the benefits of content marketing for manufacturing, following research published by the Content Marketing Institute (CMI) at the end of 2016 which showed 85 per cent of manufacturing marketers use content marketing but only a third (33 per cent) say that their organisations have clarity on [what constitutes] content marketing success.

In this post we will give four examples of how your manufacturing company can use content marketing to your advantage.

Read more...

How to map content to the B2B buyer journey

Written by Katie Hutchinson  |  23, August, 2017  |  0 Comments  Subscribe

In B2B marketing, content is king. It helps a company to attract new prospects, create new leads, and convert them to customers.

However research by Forrester indicates that almost 9 in 10 B2B marketers (87 per cent) struggle to produce content that truly engages their target buyers.

The problem, is many marketers fail to match content with each stage of the B2B buyer journey.

The information and solutions your prospects are searching for will vary according to where they are in the buying cycle. So to maximise your opportunity for success, you need to target your potential buyers with the right content, at the right time. 

Read more...

4 reasons your technology firm needs content marketing

Written by Katie Hutchinson  |  18, August, 2017  |  0 Comments  Subscribe

Industry research shows that technology firms are increasingly adopting content marketing strategies to drive business results.

A report by the Content Marketing Institute (CMI) published earlier this year found 95 per cent of tech marketers are using content marketing, and that almost 7 in 10 (69 percent) say their organisation is extremely or very committed to it. And the results are clear. 79 per cent said it has increased audience engagement, 77 per cent said it has increased the number of leads, and 59 per cent said it has increased their sales.

In fact, the report showed that tech marketers are focusing on content even more than B2B marketers in other industries.

So why is content marketing so well suited to the B2B technology industry?

Read more...

How to use HubSpot to improve your manufacturing sales process

Written by Gemma Rogers  |  10, August, 2017  |  0 Comments  Subscribe

Manufacturing is an incredibly innovative industry, accounting for more than three-quarters of all private-sector research and development (R&D) in the United States (National Association of Manufacturers).

But manufacturing is also incredibly competitive. Factors such as global competition and Industry 4.0  mean it is essential your sales process keeps pace with your R&D, or you risk leaving customers in the dark; especially considering the sales experience drives 53% of customers’ buying decisions (Colin Masson).

One area you may not have considered the use of technology in is your manufacturing sales process. Many manufacturing businesses have traditionally relied on a direct or distributor sales force to generate growth. This approach simply doesn’t work as well as it did.

Read more...

3 reasons blogging works for professional services

Written by Katie Hutchinson  |  9, August, 2017  |  0 Comments  Subscribe

As a B2B marketer in the professional services industry, pressure from partners to bring in new opportunities means you need to deliver. But referrals aren’t what they used to be, and you can’t afford to sit and wait for them to come in.

Read more...

How to write B2B blog posts that search engines will love

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

You may be able to craft the best B2B blog posts on the planet, but if nobody finds them, then all your effort won’t count for very much. In another post I’ve covered the more technical aspects of preparing a B2B blog post for SEO, in this post I am going look at the way you write, and how that affects the way search engines see and display your posts.

Read more...

The value of interviewing customers when defining buyer personas

Written by Katie Hutchinson  |  3, August, 2017  |  0 Comments  Subscribe

For any business using an inbound marketing approach, defining buyer personas is an essential first step. Buyer personas are in-depth representations of your ideal customers. They go beyond the demographics of your target audience, and represent their attitudes, behaviours, challenges and aspirations.

Buyer personas are vital for creating content that will resonate with your target audience. Meaning you have a better chance of attracting new prospects, creating new leads, and converting them to customers.

Your sales and marketing teams will know a lot about your customers; the types of roles they are in, what they want to achieve by investing in a product or service like yours, and what the common objections to purchasing are.

But the best way to really understand them, is to speak to them.

While this will require some extra time and resources, we put forward the case that interviewing customers is the key to creating insightful and actionable buyer personas.

Read more...

What you need to know about SEO for B2B Content Marketing

Written by Keith Errington  |  3, August, 2017  |  0 Comments  Subscribe

It is easy for blog writers to either ignore the benefits of SEO or to get hung up on its supposed complexity. So, what’s the right approach? How can you reap the benefits of good SEO tactics without either falling foul of the hidden rules or spending ages working through a post?

Read more...

Why your Manufacturing company needs an Inbound Marketing Strategy

Written by Gemma Rogers  |  27, July, 2017  |  0 Comments  Subscribe

There is no escaping the fact that there has been a seismic shift in the way customers buy, and the manufacturing industry is no exception. Research shows nearly 90 per cent of B2B buyers begin by doing their own research online.

Manufacturers can no longer rely on a direct or distributor sales force to generate growth. Traditional sales and marketing tactics, such as print advertising, trade shows and cold calling don’t work like they used to. It is also difficult to calculate the ROI of such methods for manufacturing companies with typically long sales cycles. The famous quote: “I know that half the money I spend on advertising is wasted. My only problem is that I don’t know which half” rings very true. In an industry which relies heavily on measurability of processes and systems, this is something of a discord.

Read more...

Why user testing should be part of your website redesign

Written by Katie Hutchinson  |  26, July, 2017  |  0 Comments  Subscribe

If you’ve used an inbound strategy to guide your website redesign, you’ll have focused on making it look fresh and modern, and telling a story through your content. You will have used appropriate keywords to drive traffic to your site, used your buyer personas to create engaging blog content, and added relevant CTA’s to convert visitors to leads.

But do you know what the end user experience is like? Is your website easy to use? Does it encourage visitors to engage with your brand and products?  

Whether you are giving your website a complete overhaul, or are making regular changes through growth-driven design - your core focus should be on the user experience. 

Getting real users to test your website means you can ensure it delivers a positive experience. But too often, this is overlooked. 

We explore why user testing can be a valuable part of the website redesign process, and outline ways you can go about it.

Read more...