Let’s THINK about Digital Marketing

Your resource for digital marketing trends, tips and industry news

6 Reasons Your Prospects Love H2H Marketing

If you ask most companies today what space they’re in, they’ll say either “B2B” or “B2C.” This is the shorthand they use to indicate whether they market to businesses or consumers. And the acronyms are accurate. Historically, businesses have marketed to groups of people.

But, as markets get more crowded with competitors, it’s becoming clear that crafting campaigns and messaging meant to appeal to broadly defined groups just won’t cut it anymore. It’s time to explore a new approach: H2H marketing.

Are Buyer Personas Missing From Your Inbound Strategy?

Who are you marketing to? If your answer is, say, “Outdoor enthusiasts,” that provides a general sense of your target market. However, the question is but who, specifically, are you marketing to? If you drill down a little further and reply, “Middle to upper income adults,” that’s more helpful.

Okay, but who is the individual you are marketing to? “Well, one of our goals is to reach married women around 45 years old who work in a professional position earning $60K+, have 2-3 kids and are looking to get out of town on summer weekends.” Now we’re talking!

In particular, we’re talking buyer personas—the driver behind every effective marketing strategy. If you’re not using personas to feed your marketing decisions, your efforts will not be as effective as they could be. In fact, they may fail to generate any traction at all.

3 Ways an Agency Partner Can Improve Your Bottom Line

A partnership can help you scale your business, stay focused on your goals, increase your ROI and create less stress for you and your team. Here are the top 3 reasons why partnering with an agency may be a great solution for your business:

“I don’t have time to think about marketing my business!”

“I try to learn about how to market my business, but it’s so overwhelming I don’t know where to start.”

“We’ve been doing a lot of paid advertising lately, but I don’t think it’s really working.”

“I have an intern posting on social media, but that’s all we really have time to do.” 

Sound familiar? If you’ve heard yourself (or anyone else at your company) saying things like this, it might be time to think about partnering with an inbound marketing agency.  A partnership can help you scale your business, stay focused on your goals, increase your ROI and create less stress for you and your team. Here are the top 3 reasons why partnering with an agency may be a great solution for your business:

Amplifying Your Inbound Strategy With Paid Ads

We talk a lot about inbound marketing tactics and their ability to drive traffic and leads to your business. But, if you're new to inbound and you don’t have significant traffic coming to your site and months’ or years’ worth of amazing content already created for your audiences, you're going to need to fill in the gaps with some more traditional efforts so your pipeline doesn't go dry while you make the switch.

That's not to say that is the only place in your strategy for non-inbound tactics. They certainly can, and in a lot of cases should, support and supplement your inbound strategy long-term—even after your inbound tactics are well established.

There are hundreds of different advertising options out there, but the one we consistently recommend to many of our clients is Facebook Advertising. These platforms can be extremely effective for creating brand awareness, generating leads, boosting webinar sign ups and increasing sales.

7 Key Takeaways From the State of Inbound 2017 Report

In today’s ever-evolving digital landscape, it can seem like things are changing too quickly for anyone to catch up. This is especially true in the world of inbound marketing, where social media updates, algorithm changes and new technology make it feel impossible to reconcile inbound’s past, present and future.

However, the more things change the more they stay the same. One of the fundamentals of inbound marketing remains constant—creating content that people want and love. But, how people consume data and how they purchase continues to change. Your marketing strategy and approach must adapt to meet these needs, or your competitors will take the lead. 

Each year, HubSpot compiles its annual State of Inbound Report to keep marketers up-to-date with the most significant changes and trends. 

Why Your Inbound Marketing Efforts Need to Be Cohesive

Inbound marketing can be a lot like preparing a grand meal—each is made up of several distinct steps that add up to something greater than the sum of their parts.

Just as you wouldn’t plan a menu without considering how different ingredients and dishes complement each other, you shouldn’t undertake an inbound campaign without understanding how different elements play off of and contribute to one another.

Design, content creation, social media marketing, email marketing and even traditional outbound channels like TV and billboard advertising all occupy their own place in a cohesive, wholistic strategy.

Unfortunately, many inbound marketers focus too much on singular tactics and lose perspective on the strategy as a whole.

Why Continually Assessing Your Inbound Marketing is Critical

In the old days of marketing, content was brainstormed, workshopped, refined and then released into the world to do its work. This was true of everything from out of home advertisements to radio jingles. For those of us working with an inbound marketing model though, this approach to marketing is completely obsolete.

Inbound marketing is rooted in a methodology of continual assessment and optimization. The amount of information we can gather and test against is remarkable—allowing marketers to optimize performance through hard data rather than assumptions. 

4 Tips to Maximize Your Inbound Marketing Machine

Your personas are in place and you've aligned your content strategy with their pain points and buyer's journey. The start of your inbound marketing strategy is in place. But where do you go from here?

It's the perfect time for you to turn your inbound process into a well-oiled machine. That means improving the power, efficiency and overall effectiveness of your inbound strategy. It’s not easy to do and it won’t happen overnight, but it’s well worth the time and effort.

In today's article, we'll talk about a few things you can do to build a better inbound machine and take your marketing from good to great.

Start getting the marketing results you deserve.