4 Lead Nurturing Rules to Start Following Today

Posted on Feb 24, 2015 4:47:53 PM by Brian Overson

Someone Just Converted On Your Website. What Now?

You just received an email notification informing you that someone has filled out a form on your website. They've converted from an anonymous visitor into a qualified lead. All is right with the world and it's time to start popping champagne, right? Not so fast. How long should you wait before you begin emailing them? What kind of additional content should you send them? Is a phone call too aggressive? Follow these lead nurturing rules and you'll be just fine. 

Rule #1 - Consider Where The Person Is In The Buyer's Journey

Is the prospect in the Awareness, Consideration or Decision stage of the buyer's journey? The type of content they converted on and how much information they were willing to part with should give you an idea. If they filled out a form to receive more information on pricing, and included a note that they need your services ASAP, you would of course want to call them immediately. If they simply subscribed to your blog, stick to occasional emails offering more content with additional conversion opportunities. 

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Posted in Inbound Marketing

The 10 Best Inbound Marketing Blogs

Posted on Feb 17, 2015 1:05:49 PM by Brian Overson

10 Must-Read Inbound Marketing Blogs to Bookmark

As management expert Peter Drucker once said, "knowledge has to be improved, challenged, and increased constantly, or it vanishes." Inbound marketers understand this adage as much as anyone – as best practices change, technologies evolve, and new information becomes available. So to keep up with the ever-changing landscape of inbound, we've compiled a list of the top 10 inbound marketing blogs. Enjoy!

StoryTeller Media + Communications

Shameless? Maybe. But we wouldn't put out blog content we didn't think was excellent. (Plus, we have a new website).

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Posted in Inbound Marketing

What is Inbound Marketing?

Posted on Feb 2, 2015 7:13:00 AM by Ed Heil

...and how is inbound marketing different than content marketing?

Marketers like to use a lot of fancy phrases and words to describe pretty basic stuff. So, when HubSpot coined the phrase "inbound marketing" in 2006, some people understood the concept right away, some were clueless and others nodded as if to say, "yes, I'm familiar with that," while having no real understanding. And while inbound marketing is better known today than it was 10 years ago, people often ask, "What is inbound marketing?" Once they hear the explanation, they next ask, "How is inbound marketing different than content marketing?" Turns out, they're not so dissimilar, it's just that content marketing is only part of the inbound marketing methodology. Let me explain.

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Posted in Inbound Marketing

Avoid These Inbound Marketing Mistakes

Posted on Jan 27, 2015 9:35:00 AM by KHeil

Why Companies Fail at Inbound Marketing

As a HubSpot partner, we've had the privilege to work with many different businesses across many industry segments. After working in the inbound marketing space for more than three years, what I can tell you with complete certainty is that inbound marketing is a game changer. Yes, it is a methodology that enables businesses to drive new marketing qualified leads which can dramatically impact your bottom line results, but it's also a company culture game changer.

Before you make a decision to incorporate an inbound marketing plan into your marketing mix there are several considerations you need to address. 

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Posted in Inbound Marketing

The Remarkable Growth of Inbound Marketing

Posted on Sep 24, 2014 2:30:00 PM by Casey Tilli

Key Takeaway from INBOUND 2014 Marketing Conference

I recently broke one of the most basic rules of conference-going and wore new shoes. While the Boston Convention & Exhibition Center is quite spectacular, its 2.1 million square feet of space took no pity on my bad decision.

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Posted in Inbound Marketing

6 Ways to Ensure a Successful Inbound Marketing Kickoff

Posted on Sep 23, 2014 9:32:00 AM by KHeil

The Building Blocks of Inbound Marketing

Congratulations. You realize that your traditional marketing efforts aren’t adapting as well as you have planned to this changing, digitally connected world. You recognize that the consumer has as much information about your product or service as your sales reps do, and “Google” is now not only a noun but a verb. Your customers and future customers have more access to information than what was once only dreamed of. You have taken the leap of faith that there is a smarter way to do marketing and you are ready for the leads to start rolling in.

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Posted in Inbound Marketing

10 (Unproven) Ways to Block Writer’s Block

Posted on Sep 22, 2014 5:12:00 PM by Brian Overson

Sidestepping Writer's Block

You’re just pulling out of your driveway, only a couple hundred miles and a bag of beef jerky away from a weekend at your best friend’s cabin. You jump on the northbound freeway ramp and you’re well on your w…..nope, you’re not. You look through your freshly washed windshield and see nothing but brake lights. This is what writer’s block is like. A nervous excitement for the journey ahead that swiftly turns to 90 minutes of running in place. And while you’ve surely experienced it before, said metaphors are relatable and a good reminder that we need to be prepared for when our creative juices are parched. This is especially true for those in the content marketing business. Creating quality blog content for your business can be difficult - so here're 10 (Unproven) Ways to Block Writer's Block:

Read Your “Blogging Packet”

Your company should have a “blogging packet” available to everyone who writes on behalf of the business. In it should be buyer personas, a blog optimization cheat sheet, your business’s keywords, a “current events” editorial calendar and blog topics. Reading about topic ideas, audiences, current events, keywords and optimization can spark ideas you thought you’d never come up with.

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Posted in Inbound Marketing

5 Steps for Creating 1,000 Keyword Phrases in 60 Minutes

Posted on Sep 17, 2014 10:15:00 AM by Brian Overson

Keyword Phrase Generators 101

In the 1996 film “Jerry Maguire,” Tom Cruise plays a frustrated sports agent who’s lost all of his clients but one – the unruly Rod Tidwell, a football player cast by Cuba Gooding Jr. At his wit’s end, Maguire (Cruise) pleads fiercely with Tidwell to cooperate with him during their upcoming contract negotiations. With Tidwell standing proudly in the locker room, wearing only a shower towel, Maguire repeats, “Help me help you Rod! Help me help you!”

Google is Jerry Maguire and your business is Rod Tidwell. 

The largest search engine known to man is begging you to provide it with direction. It wants you to help it help you. It wants to know what industry your business is in, what it does and where it’s located – all so it can help your prospects find you. The easiest way to tell Google about your business is to decide on 12-15 keywords for your business. To do so you’ll need to use a keyword ranking tool. These tools (we recommend HubSpot) can tell you where your business’s website ranks for a given keyword, how difficult that keyword is to rank for, and how many monthly searches for that keyword are performed on Google.

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Posted in Inbound Marketing, keyword list

LinkedIn Best Practices to Build Your Professional Brand

Posted on Sep 15, 2014 9:44:00 AM by Casey Tilli

Approach the B2B Social Network Like a Business Conference

As the “world's largest professional network” LinkedIn is the online social media platform to present yourself to the business world. It doesn’t matter if you’re looking for a job, trying to network, prospecting for new leads or just trying to share helpful, useful and interesting information. Your presence on LinkedIn is sometimes the first impression that another person has of you, so make it a good one. 
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Posted in Linkedin, Inbound Marketing, Social Media

Your Business Needs to do Five Things Before It Begins Blogging (Well)

Posted on Sep 12, 2014 12:48:00 PM by Brian Overson

"Is My Business Blog Good?"

When you go out to eat, you have a menu. When you take a class, you're given a syllabus. When you go on a vacation, you follow an itinerary.

So why do so many businesses depend on their last minute whims and overzealous interns to produce quality blog content? Where is the guide to quality business blogging?

Your business needs to do five things before it begins blogging (well). Here they are:

Develop Buyer Personas

Buyer personas are “made-up” archetypes of your potential customers. Consider our example persona “Marketing Mollie,” a marketing professional (right).

Your business can establish these buyer “types” by interviewing employees and existing customers or studying existing customer demographics and psychographics.

Without buyer personas in place, your blog’s tone will be inconsistent and at times inaccurate. If your blog doesn’t appeal to its readers, your conversion rates will suffer.

Draft a “Blog Optimization Cheat Sheet”

Having all of your blog optimization strategies documented in one place is important – especially if you are depending on multiple employees to optimize their own blogs. Your blog optimization cheat sheet will differ based on the blogging platform that your business uses. Include things like proper use of titles headers, tags, and CTAs.

Be sure to keep up with the latest SEO changes, as search engine algorithms change constantly to prevent marketers from “beating the system.”

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Posted in Blogging, Inbound Marketing