The Inbound and Content Marketing blog

Why a compelling landing page is crucial to your B2B marketing success

Written by Andrea Blades  |  22, November, 2017  |  0 Comments  Subscribe

Landing pages, when done well, are highly effective conversion tools that enable you to transform your B2B marketing prospects into customers by capturing their information through a lead-capture form.

They are action-oriented, stand-alone web pages that serve a single and highly focused purpose - to move your potential customers through each stage of their buyer’s journey, from the top of the funnel (or the awareness stage) where they may be seeking out information to solve a problem, right through to the bottom of the sales funnel (or the decision stage) where they are ready to “buy.”

Well designed landing pages enable you to segment your prospects, to direct them to a specific product or service and, most crucially of all, to encourage them to take action.

So why are they so pivotal to the success of your inbound marketing strategy? And what are the key attributes of great B2B landing pages?

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Inbound Marketing and Content Marketing: What's the difference?

Written by Katie Hutchinson  |  15, November, 2017  |  0 Comments  Subscribe

You may well have heard of “inbound marketing” and “content marketing”.

But with the two terms so often used interchangeably, you'd be forgiven for not fully understanding what they mean, or the difference between them. 

Traditional marketing doesn’t work as well as it used to. As customers, we’ve become good at ignoring a lot of marketing noise. We filter out unwanted spam, we block cold calls, and we skip television ads.

As the marketer, you used to hold all the power. Now, the control is in the hands of your customers.

This power shift is the reason inbound marketing and content marketing are terms you need to get to grips with.

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How to find your inbound agency dream team

Written by Gemma Rogers  |  14, November, 2017  |  0 Comments  Subscribe

In a previous post, we discussed whether you should recruit internally, or hire an inbound agency to manage your marketing.

But, if you do hire an agency, how do you know they have the right skill sets or are the right fit for you?

In this post, we look at who makes up an inbound marketing agency dream team, and how to spot them.

Strategic Analyst

Attempting any marketing activity without a clear strategy is like watching young children learning to play football. The kids all chase after the ball without thinking about where the game will go next, and adjusting their positions accordingly. They lack the experience to develop a clear strategy and think beyond their next touch.

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Is an Inbound Agency better than a unicorn?

Written by Gemma Rogers  |  30, October, 2017  |  0 Comments  Subscribe

If you're in the early days of implementing inbound, or if you're still considering whether inbound is the right fit for your company, one of the first questions that comes to mind is bound to be: what is it all going to cost? That's not just monetary value, but also effort and resource.

Inbound marketing, when done right, takes time. It requires precision planning, execution and analysis, which gives even the most capable of marketers a burgeoning to-do-list. It also won’t necessarily replace the valuable work of your existing marketing team - exhibitions, merchandising, trade shows, internal communications, paid media etc. So in order to do it properly, it is likely you are going to need to call in the experts. In this blog, we outline two options - recruiting an Inbound Marketing Specialist, or Hiring an Inbound Agency. 

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How to align your video marketing strategy to the buyer's journey

Written by Maddy Bogacki  |  13, October, 2017  |  0 Comments  Subscribe

Marketers who use video grow revenue 49 per cent faster than non-video users. And research shows one in four consumers lose interest in a company if they don't have video.

However, as with any inbound marketing strategy, success relies on you reaching the right audience at the right time.

The buyer’s journey will equip you with all the intel you need to do so. Knowing what kind of video to make, and where to incorporate it in your inbound marketing campaign, will ensure that you get a return on investment.

What is the buyer’s journey?

The buyer's journey is the process that a prospective customer goes through before making a purchase decision. 

Inbound marketing is driven by a consideration of your target audience and their likely mood, interests and expectations at each stage of their buyer's journey: awareness, consideration, and decision. For this reason, you might consider making different videos for each stage. 

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How to create more successful landing pages

Written by Katie Hutchinson  |  12, October, 2017  |  0 Comments  Subscribe

The landing page is the gateway to your content. It is the web page someone lands on after clicking a call-to-action on your blog, email newsletter, or website.

It has one job - to convert visitors to leads.

A strong landing page will provide you with the top of the funnel information about prospects that you need to kick-start your lead nurturing activities. A weak landing page means visitors will bounce, and your chance of a blossoming relationship dwindles.

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What are video marketing metrics and how do they work?

Written by Maddy Bogacki  |  26, September, 2017  |  0 Comments  Subscribe
As with all of your inbound marketing activity, the impact and ROI for video is measurable. But with so much data knocking around, how do you process the information you have and paint a picture of success?

Video marketing metrics.

In order to conduct meaningful analysis of what is and isn’t working for your campaign, it’s important to understand the story behind how your stats are gathered.

Their interpretation isn't just a congratulatory game of numbers. In practice, metrics expose the way your content is being received, pinpoints audience concern and give you a precise idea of what will work for your content marketing.

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How to maximise the potential of seasonal marketing for B2B

Written by Nicola Risi  |  21, September, 2017  |  2 Comments  Subscribe

It seems September hit us with a bang.

The heat from a couple of weeks ago is a distant memory, the kids are back at school and already talking about Halloween, and the realisation dawns that we’re only three paychecks away from Christmas (you’ll thank me later, promise!).

What that also means is it’s time to start thinking about how these changes in buyer thought patterns, interests and behaviour can affect your content marketing strategy. And what should you be doing right now to garner more customers in your business?

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How to approach your inbound video marketing strategy

Written by Maddy Bogacki  |  20, September, 2017  |  2 Comments  Subscribe

With modern businesses investing heavily in their online presence, video represents more than the opportunity for creative venture – it’s an active response to the expectations of a web-savvy audience.

Hubspot research proved 69% of marketing, sales and business professionals had used video marketing before. A further 31% are planning to use it in the near future.

This steady rise in popularity has transformed video production from novelty to necessity for the most successful inbound marketing strategies. The upshot is, join in, get smart or get left behind.

So how do you fold it in to your overall inbound marketing strategy?

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4 inbound marketing tactics to delight and retain your customers

Written by Katie Hutchinson  |  19, September, 2017  |  0 Comments  Subscribe

Many businesses spend the majority of their money and time on acquiring customers. As consumers, we see this all the time. Deals for new customers are everywhere, whether it’s a supermarket offering money off your first online shop, or a bank offering cashback for switching your current account. But what about those long-standing customers who consistently remain loyal to a brand?

Customer retention is one of the most critical challenges facing businesses today. So it makes good sense to keep your existing customers happy - you want them to continue to choose to do business with you. Studies show that it costs ten times more to attract a new customer than to keep one. And let’s face it, happy customers make great advocates.

The inbound marketing philosophy acknowledges the value of customer retention and advocacy. The four-step process - “attract, convert, close, delight” - works to turn strangers into not only customers but promoters of your business.

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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.

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