INBOUND MARKETING BLOG

Website Personalization Yields Higher Conversion Rates

• By Donny Kemick

What B2B Buyers Say About Content Marketing

• By Josh Curcio

Businesses in the B2B industry often struggle with online marketing because they expect that their current buyers will just come straight to them asking for a quote. This may happen in certain instances, but it's certainly not always the case. Even if a B2B buyer asks their previous provider for a quote, they are likely doing some online research on their own prior to that request. You don't have to take my word for it, but recent stats released by a DemandGen Report will support the information. Here's what B2B buyers had to say and what it means for your B2B marketing.

What Aren't You Tracking On Your Website?

• By Donny Kemick

If you aren't actively tracking metrics on your website, you aren't using the biggest advantage Inbound Marketing has to offer. Data is so abundant and freely available through tools like Google Analytics, MailChimp and HootSuite that you're not doing your job as a marketer if you aren't using it. Inbound Marketing isn't like traditional, interruption based marketing tactics such as radio, newspaper, TV and direct mail. You don't have to guess what's working and what isn't. The data is right there, in real time to see what Inbound tactics are getting you to your goals and which aren't. You don't have to wait for a new media buy to adjust. You don't have to reprint and remail to shift your course a bit. You can act on the data as nimbly and quickly as you'd like. If you're like most small businesses, you probably have Google Analytics setup to do basic tracking, but you haven't looked at it since you got the login information __ years ago. It's great that you have Google Analytics, but ...

Just Say No To Brochureware Websites In 2015

• By Donny Kemick

A new year is approaching fast. We've all gained 10 lbs while giving thanks at Thanksgiving and in a few weeks we'll add 10 lbs more at Christmas. While we spend time fattening up our waistlines, we need to be preparing to fatten up our bottom lines. Whether you're a B2B business, a nonprofit or anything in between, it's time to evaluate your website and just say NO to brochureware websites in 2015. If you're going to say no to brochureware sites, it might help to have a definition of them: A brochureware website is a business website that has very infrequently updated content. Often the site has been developed as a direct translation of existing printed promotional materials, hence the name. - Wikipedia I would like to add a bit to this definition because many small businesses don't even have printed promotional materials to carry over to a website: A brochureware website is also one that has stale, infrequently to never updated content with no focus on lead generation or business ...

5 Interruption Marketing Tactics to Forget in 2015

• By Josh Curcio

Because the behaviors of consumers has changed so drastically in recent years, it becomes more difficult to find a place for interruption marketing. I'm not going to say that you should abandon all interruption marketing efforts because they can have a place for some businesses, but even those businesses should consider a shift in their marketing budgets to more inbound marketing strategies. There are however some interruption marketing tactics that should be forgotten as they are a waste of effort, money, and they flat out annoy the consumers you're trying to attract.

The Basics Of Generating Website Leads

• By Donny Kemick

I've said repeatedly that you can't have a website "because". Not because everyone has one. Not because your competition has one. Not because your customers ask about it. You have to have a website to help achieve your business objectives. If you can't sell directly online but one of your objectives is increasing revenues or profits (and you know it is), you need to be focused on generating leads that your sales and marketing people can nurture into sales. To be effective at generating website leads, you need to understand the basic Inbound Marketing lead generation model. It's fairly simple and we've discussed the various aspects before, but here's a simple rundown. Offer Your offer is something perceived as high in value such as a piece of content or another item that a website visitor will want from you. When it comes to content, you may be offering an ebook, a whitepaper, a video, or catalog. Other offers may include coupons, product samples or product demos. Your offer needs to ...

Email Marketing and Your Buyer's Journey

• By Donny Kemick

We had a great meeting this week with a prospective client where we were focused primarily on SEO. As an Inbound Marketing agency, we obviously took a step back from the SEO discussion to evaluate more of the overall goal of the site and what desired actions are when a visitor arrives. As we talked through the scenarios and got into email marketing directly to some of their leads, a great question was asked that I think is worth exploring in a bit more detail. The question was around frequency and follow up and was basically: Won't this visitor feel like we're spamming them? The general answer here is... it depends. First, Is Your List Segmented? I wrote a post a couple weeks back on the importance of segmenting your email marketing list so I won't go deep on it here. As a quick refresher, it's one thing to have a list of 100,000 email addresses with their names. It something completely different to know the interests and further segmenting details of those 100K people. That last word ...

Business Growth Requires Marketing - Inbound Makes It More Efficient

• By Donny Kemick

Don't Disappear From Search Engines After a New Website Launch

• By Josh Curcio

Getting a new website is an exciting thing! But what happens to your rankings in Google, Bing, and other search engines after you launch that new website?

Good Business Reads From Around The Web

• By Donny Kemick