The Square 2 Marketing Blog - Inbound Unwound

Inbound Unwound - Marketing Insights

Good Clicks, Bad Clicks & The Fallacy Of CRO Best Practices

Posted by James A. Foley

Thu, Jul 30, 2015

How often do you analyze the performance of your landing pages and find that traffic has increased, but not leads? Any time you see this occurring and try to correct it, you’re actively engaging in conversion rate optimization (CRO).

Our friends at HubSpot use this definition for CRO: Conversion rate optimization is “the process of creating an experience for your website visitors that'll convert them into customers.”

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Topics: inbound marketing, CRO, Conversion rate optimization, CRO testing, CRO best practices


It's Official: Inbound Marketing Killed Outdoor Advertising

Posted by Mike Lieberman, Chief Inbound Scientist

Wed, Jul 29, 2015


I was driving to work the other day and noticed this electronic billboard near our office (see image).

Sorry for the pixelation, but electronic billboards don’t photograph well. The billboard says: "Out-of-Home" and "The Original Search Engine."

It's basically stating that outdoor billboards are the original search engine. Do they actually understand how search works?

It doesn’t seem like it. Instead, this shows me that outdoor advertising is officially dead. It acknowledges that people have focused their search for products and services on Google, Yahoo and Bing.

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Topics: inbound marketing, traditional advertising, outdoor advertising


Inbound Marketing Vs. Growth Hacking — Why One Outperforms The Other

Posted by James A. Foley

Tue, Jul 28, 2015

Reading “growth hacking” and “Donald Trump” in the same sentence is an odd juxtaposition, indeed. But these two disparate concepts share common characteristics.

First, they’re both undeniably provocative. Second, they’re entirely overrated.

Trump’s bombastic commentary since he’s been in the spotlight as a 2016 presidential candidate has relegated his candidacy to a sideshow. (In fact, the Huffington Post has stopped covering Trump’s presidential bid in its “Politics” section. You’ll need to check “Entertainment” for the latest updates.)

Growth hacking, with all its Trump-like trendiness and popularity, is also a sideshow.

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Topics: inbound marketing, inbound marketing strategy, growth hacking


4 Content Mistakes That Destroy Inbound Marketing Results

Posted by Daniel Reed, Copy Architect at Square 2 Marketing

Mon, Jul 27, 2015

When executed correctly, content marketing elevates your inbound marketing campaign and enables you to generate more leads.

By providing your prospects with educational content that helps them solve their pains, you establish yourself as a thought leader in your industry. Then, when your leads finally reach the point in their buyer journey at which they’re ready to buy, they’re going to think of you first and contact you. This makes it much easier to convert leads into customers.

Unfortunately, many companies don’t know how to carry out the content marketing portion of their inbound marketing campaign. If you fail to implement this properly, you risk making damaging errors that devastate inbound marketing results.

To get the best outcomes from your inbound marketing content, avoid the four success-killing mistakes below.

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Topics: Content Marketing, inbound marketing, content strategy, Inbound Marketing Results, buyer persona, buyer journey,, user experience


How Inbound Marketing Generated 250 Leads For One Company In One Day

Posted by Mike Lieberman, Chief Inbound Scientist

Fri, Jul 24, 2015

It’s the Holy Grail of inbound marketing: knowing how to create a torrent of inbound leads. This is one of the secrets to solid inbound marketing.

The tactics are not the challenge. Everyone knows that you need to blog, have a great website, create content, use social media and make sure your site gets found.

But, how you tie all of these complex tactics together to produce regular, repeatable, predictable and scalable lead generation – that’s the $1,000,000 question.

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Topics: content sourcing, Inbound Marketing Results, content publication, marketing strategies, Marketing Strategy


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