Inbound Marketing Age

How to use inbound marketing to make B2B trade shows successful

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

Trade shows and exhibitions have long been a mainstay in traditional marketing. The word “exhibition” originates as early as 1649. It is a derivative of the Latin word "expositio", meaning "displaying" or "putting on a show" (Morrow, Sandra L.)

Despite advancements in technology and the internet changing the way customers buy, B2B trade shows remain an important part of the inbound marketing mix. But like all other marketing activities, they are only effective if they are properly planned and executed as a part of your overall inbound marketing strategy.

In reality, your buyers do not need to attend a trade show to learn about your products anymore, they can visit your website, social channels or read online reviews.

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How to create an eBook for professional services marketing

Written by Katie Hutchinson  |  14, March, 2018  |  0 Comments  Subscribe

Inbound marketing is an effective way for professional services companies to generate traffic and leads and to position themselves as experts in their field.

A blog is fundamental to a successful inbound marketing strategy. But eBooks are the next part of the process - they are an excellent way to turn visitors into leads.

Research by the CMI consistently shows eBooks to be one of the most effective forms of content. And the bonus? They’re relatively inexpensive to produce.

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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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6 conversion rate optimisation tips to embrace in 2018

Written by Katie Hutchinson  |  28, February, 2018  |  0 Comments  Subscribe

Traffic and leads. The two are intrinsically linked. You can’t generate leads without traffic. And traffic means nothing if you can’t convert visitors to leads.

But just one in five companies are satisfied with their conversions, according to Hubspot.

If your company is invested in inbound marketing, optimising your website to maximise conversions should be a necessity. But with conversion rate optimisation such a changing landscape, what are the best practices you should be embracing in 2018?

Here are our top tips for increasing your conversions this year.

1. Prioritise personalisation

Personalisation is no longer a novelty - it’s expected. But how can B2B companies use personalisation to convert visitors to leads when at this stage, they know little about them?

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Why content writing works for B2B lead generation

Written by Nicola Risi  |  8, February, 2018  |  0 Comments  Subscribe

In an age of content fatigue, we’re becoming less tolerant of intrusive and interruptive marketing.

Cold calls, spam emails and TV ads can all be blocked at the click of a button, and the power is truly back in the hands of the consumer.

When we have a problem or a question, we set up our chosen device and begin the quest for content.

We flick from article to article, blog to blog, white paper to ebook, trying to find the answer we’re looking for.

We choose where to go next, and who to give our precious information to in exchange for more content. We're completely in control.

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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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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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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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Diving into Inbound Marketing - my first six months

Written by Andrea Blades  |  21, December, 2017  |  0 Comments  Subscribe

May 2017 marked my first foray into the exciting and challenging world of inbound marketingI arrived with a background in journalism, creative writing and PR - but pretty much green to the world of inbound and excited to learn everything I could.

Suffice it to say, its been an incredible few months of listening, learning, reading (and reading) and immersing myself in a vast array of new topics.

On the one hand, marketing seems so much has changed since my first foray back in the 90s in New Zealand - and yet at its heart so much is still the same, with the time-honoured focus on building positive relationships and the solid value of providing audiences with “what they really want.”

This blog post summarises five key new topics that have particularly struck a chord over the past few months - and that look to be just as hot for inbound in 2018.

With massive thanks too, to the Equinet Content Team for their combined wealth of resources on the subjects.

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