Inbound Marketing Age

Why your inbound strategy should start with brand development

Written by Katie Hutchinson  |  31, January, 2018  |  0 Comments  Subscribe

Making the switch from traditional marketing methods to an inbound marketing approach isn’t easy. There is a lot of work that needs to happen upfront to build your inbound strategy so you get the most from your investment.

As with any major organisational change or adoption of new ways of working, it’s always worthwhile going back to basics: your brand.

The best brands represent everything the company stands for. Your brand is central to your value proposition. And to differentiate yourself from competitors, you need to build a strong consensus around your brand expression.

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Messenger apps and B2B Marketing – what you need to know

Written by Keith Errington  |  25, January, 2018  |  0 Comments  Subscribe

Depending on your mobile usage, your manual dexterity and your age, you may, or may not be using messenger apps such a Facebook Messenger, or Whatsapp.

Like them, or loathe them, what you can no longer do is ignore them. Messenger apps offer a real opportunity in B2B marketing and are an essential consideration as part of your overall inbound marketing strategy.

The rise of the chat app

Figures show that the growth in popularity and use of messenger apps has been huge in the past few years.

The top four messaging apps (Messenger, WhatsApp, WeChat and Viber) now have more monthly users than the top four social networking apps (Facebook, Twitter, Instagram and Google+).

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A guide to getting the most out of your social media video content

Written by Maddy Bogacki  |  25, January, 2018  |  0 Comments  Subscribe

Video content has become an essential tool in every inbound marketer’s toolkit.

Yet when you’re distributing video on social media, you can’t get away with a catch-all approach. Social media platforms have unique personalities and user-bases, which should be reflected in your marketing tactics.

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How manufacturing case studies can aid your content marketing strategy

Written by Andrea Blades  |  24, January, 2018  |  0 Comments  Subscribe

Cornerstone content is high-value, next-step content that is core to your business goals, that establishes your authority within your industry, and that acts as a foundation for your brand.

Case studies are just one way to create compelling cornerstone content for your manufacturing company that can help you to earn trust, to generate new leads and to communicate to your prospects the value and usefulness of your product or service.

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The best inbound marketing tools to maximise your strategy

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

You'll likely know by now that inbound marketing comes down to four principles: attract, convert, close, delight.

It sounds simple, but unlike outbound marketing, inbound is a consistent process. It’s ongoing. It takes persistent planning, research, dedication and patience

The decision to move to inbound selling should be a considered one. It takes time, patience and expertise to build an effective and successful inbound strategy. But it's results driven, and inbound marketers need access to tangible and measurable results to prove their efforts are worthwhile. 

Luckily, there are a plethora of online tools available to streamline, smarten, and optimise your inbound delivery tenfold.

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Winning business by getting thought leadership right

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

A comprehensive study by Edelman in association with LinkedIn has revealed the importance of thought leadership to B2B demand generation.

The research discovered that it actually has an impact on every stage of the buying process.

Significantly, they also found that creating poor thought leadership content has a negative impact.

The definition of thought leadership

What defines thought leadership content?

It’s generally considered to be writing about the bigger issues facing your audience. It could be forward-looking, or research-based. It looks beyond the day-to-day issues and considers the impact of the longer term, or the wider environment.

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How to tackle Instagram for B2B marketing

Written by Gemma Rogers  |  17, January, 2018  |  0 Comments  Subscribe

As the popularity of inbound marketing soars so does the competition for audience. In a crowded marketplace, it is getting harder to stand out, and it seems every month a new marketing tool or platform is being launched.

One platform that is rising in the ranks is Instagram.

It is quite staggering to think that in 2012, Instagram had 50 million monthly active users. Now, it has 700 million.

That’s an increase of 1,400% in just five years.

Why? Because it is visual. Language barriers are not an issue. Facebook owns it - and they know a thing or two about social, and it is almost exclusively a mobile platform.

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Are you analysing your blog’s performance?

Written by Nicola Risi  |  16, January, 2018  |  0 Comments  Subscribe

The internet is full of blog posts and articles suggesting the ‘perfect’ blog length and frequency; ‘To reach number one on Google, you should post X times a month’, ‘The most read blog posts are XXXX words long.’ 

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Keeping it green - how to ensure your content writing has legs

Written by Andrea Blades  |  11, January, 2018  |  0 Comments  Subscribe

Creating evergreen content is a proven strategy for upping your search rankings and driving traffic to your site. But what exactly is it? Why is it so useful? And how do we go about creating it?

In this blog post we explore what makes certain content “evergreen”, why it’s so worthwhile, what differentiates it from other types of online content and how we can harness its benefits for our content writing efforts.

What makes content evergreen?

Evergreen content, as its name suggests, is any form of online content that is long-lasting (eternal or sustainable,) that is not time-sensitive, that offers tangible value and that addresses the needs of your audience.

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What do viewers want from your product demo video?

Written by Maddy Bogacki  |  11, January, 2018  |  0 Comments  Subscribe

Four times as many people would rather watch a video exploring the benefits of a product than read about them. So, what better way to share detailed information than by making a dazzling product demo video?

Product demos with the most resounding influence explore a typical buyer’s experience of a specific problem and then break down the ways your business can assist them.

Your prospects should learn things from your video marketing that they can’t find during a cursory online search: it’s time to get specific about your commodity and how it thrashes the competition.

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5 B2B Marketing Things to Avoid Doing in 2018

Written by Keith Errington  |  10, January, 2018  |  0 Comments  Subscribe

So many posts this time of year talk about all those things you should be doing in 2018, with many of those being fairly obvious, or a continuation of what you are doing already. So I thought I’d take a look at some B2B marketing things you should stop doing in 2018.

Don’t favour quantity over quality

A few years ago, content was all about posting as often as you could, anywhere you could. Many inbound marketing advocates pointed to data that showed the more you posted, the more traffic you would get and therefore more leads. One of the key statistics came from HubSpot; “B2B companies that blogged 11+ times per month got about 1.75X as many leads as those blogging 6 - 10 times per month, and about 3.75X as many leads as those blogging 0 - 3 times per month.” B2B companies rushed to get out content, commissioning it if necessary from all sorts of sources.

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