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Don't Get Tricked: 7 Frighteningly Common Inbound Marketing Mistakes

Stop Sending Your Marketing Dollars Off To Die

In yesterday's post, I walked through seven Halloween-themed "treats" to enjoy when looking to drastically and quickly improve your inbound marketing results. In the spirit of Halloween, today's post is another seasonally-themed list.

Many clients come to us with inbound marketing programs or campaigns that are in serious distress. Across hundreds of engagements and years of experience with inbound marketing, we've found a handful of critical mistakes that are frighteningly common in unsuccessful programs. 

Here are seven "tricks" you should avoid when using inbound marketing:



7 Inbound Marketing Treats For Better Results

Snack-Sized Tips For Improved Inbound Marketing Performance

It’s that time of year again. You might notice a ghost hanging from a tree, an extra rat or crow propped up on your mailbox, or the occasional skeleton lying on the ground. It’s also a good time to start looking at what you’re doing with your inbound marketing program and finding what’s working and what might not be working so well.

Having done hundreds of inbound programs for hundreds of companies over the past 13 years, we've learned a lot about what makes inbound marketing drive the best results. We regularly install a set of improvements and upgrades that almost immediately improve results in every case. We've collected those in a Halloween-themed list for your snacking pleasure.



How Inbound Marketing Drives Results With Ingenious List Segmentation

The More Personal Your Marketing, The Better Your Response; Inbound Marketing Gives You New Tools study conducted last year shows that "personalized emails deliver six times higher transaction rates, but 70% of brands fail to use them." The study also shows that "60% of marketers struggle to personalize content in real time, yet 77% believe real-time personalization is crucial."

Here are some more findings from the study. "Nearly three-fourths (74%) of online consumers get frustrated with websites when content (e.g., offers, ads, promotions) appears that has nothing to do with their interests." Also, "in-house marketers who are personalizing their web experiences and who are able to quantify the improvement see, on average, a 19% uplift in sales."

Now that we all agree personalization works, let’s talk about how inbound marketing and thoughtful marketing strategy enable us to look at our lists and segment our contact databases in a proactive way to deliver the personalized messages our prospects are looking for.



How To Press The Prospect's Buy Button With Inbound Sales

Once You Understand How People Buy, Inbound Sales Produces A Lot Of Closed Sales

For hundreds of years, salespeople have been searching for the magic "buy button" hidden within their prospects' brains. Finally, that buy button is available for you to push, but only if you practice a sales methodology that’s perfectly aligned with the way people buy.

Today, people don’t want to be sold to. In fact, they’re doing everything in their power to repel the traditional sales approach. Caller ID makes cold calling nearly impossible. Spam filters make cold emails challenging. Recycle bins are happy to handle most of the cold direct mail. As a sales organization, where does that leave us?

The answer is inbound marketing and inbound sales.



How Inbound Marketing Experts Provide Forensic Marketing For Business

What Is Forensic Marketing, How Does Inbound Marketing Support It And How Do You Use It To Improve Lead Generation?

Many of the professional services have a forensic component to their offers. Accountants, lawyers and tax specialists all provide a level of forensics when it comes to their specialties. If you Google the word "forensic" you find the following definition: "of, relating to, or denoting the application of scientific methods and techniques to the investigation of crime."

Crime? What crime has been committed with regard to your marketing activities? The answer is your marketing has been criminal in its inability to create a steady, predictable, repeatable and scalable lead generation engine for your business. It’s criminal that you’ve let this go on for so long without doing something about it.



Build A Stronger Local SEO Foundation Using Our Checklists

Whether you’re a local business with a single location or a national entity with multiple locations, you need an SEO strategy that encompasses on-site and off-site tacticson-site and off-site tactics to increase your visibility in local search results.

The guiding principle behind any local SEO strategy is establishing consistent NAP (name, address and phone number) information and business focus (industry categories and keywords) across the online landscape, beginning with your website and extending through the local search ecosystem.



6 Scary Stats About Marketing + 7 Tips For Survival [Infographic]

Your Lucky 13 For Halloween

For many B2B marketers, these are frightening times. Buyer behavior has changed, and to survive, modern marketers must adapt accordingly

Today’s B2B buyer is empowered and self-educated well before even reaching out to a salesperson. An increasing number of individual decision-makers and influencers are involved in the average B2B buying decision. Consistently, marketing data shows that modern buyers do not want to be interrupted by traditional advertising, and they will go to great lengths (ad blocking, do not call list, etc.) to avoid it.

Marketers simply can’t afford to keep wasting time, money and effort on marketing tactics that don’t produce business results.  

Learn six frightening facts about the state of modern marketing, plus seven tips for marketing survival, in our new infographic, Your Lucky 13 For Halloween.



What Agile Consultants Don't Know About Agile Marketing And Inbound Marketing

Agile Marketing Is So New Agencies And Marketing Teams Are Still Figuring It Out

Most of you know I love data, so I did a quick Google Trends search to see how highly searched Agile marketing is and then compared it to inbound marketing just for fun. The data shows searches for Agile marketing are trending up, but in comparison to inbound marketing? Well, it's no contest.

What that tells me is that Agile’s application in the marketing world is still very, very early. Even when you search for Agile marketing, the website pages, blog articles and websites are remarkably light. There’s just not a lot of information on Agile marketing.

But what you should know is that Agile marketing is necessary if you're planning on implementing inbound at your company.



How To Increase Conversion Rates By Applying Inbound Marketing Offers On Your Website

By Experience Mapping Your Prospects' Visits To Your Website, Inbound Marketing Holds The Key To Increased Conversions

Pop quiz! If you’re getting 2,000 visitors a month to your website, how many leads should you be getting from this number of visitors? Research shows that typical site-wide conversion rates range between 1% and 3% of total visitors. So a site with 2,000 visitors should be producing between 20 and 60 leads a month.

But those numbers are simple industry averages. We have clients today that get 5% to 9% site-wide conversion rates and I’m sure some sites out there have even higher numbers. The purpose of this blog article today is to understand your current site-wide conversion rate and then start making changes to increase it.

Conversion rate improvements can have a dramatic impact on your top, middle and bottom of the funnel. To use our example above, the site with 2,000 visitors could go from 20 leads a month to 100 leads a month with just the application of a few inbound marketing tactics.



One Move To Make Today To Improve Lead Generation With Inbound Marketing

If You Make Your Inbound Marketing All About Your Prospects, Your Perspective Changes Dramatically

We live in a fast-food society. Everyone wants instant gratification for everything. We’re annoyed when it takes us more than a few minutes at the checkout line. We’re annoyed when our websites don’t load in seconds and we’re all expecting marketing to produce results today — not next week, not next month and definitely not next year.

Unfortunately, unless you have 100,000 visitors to your website every month, you can't do much today to help with inbound leads later this afternoon. But there is one simple adjustment you can make today that will more than likely improve the performance of your program tomorrow.

To generate fast results, you have to leverage the assets you already have first. This means your current website and the visitor traffic you’re already getting. Unless your site is brand new, even if you only see a few hundred visitors a month, you can turn those visitors into leads with the right deployment of inbound marketing upgrades.