Inbound Unwound - Marketing Insights

Why Your Marketing Strategy Needs To Have A High Return On Investment

Posted by Mike Lieberman, Chief Marketing Scientist

Thu, Jul 24, 2014

HiROMIThe past couple of days have featured articles and educational content connected to marketing strategy and how inbound marketing contributes to strong program performance.

This morning, I was reading an article
from another marketing guy who stated, “An inbound-only program is like sitting around waiting for the phone to ring.”

His premise, while poorly articulated, was that you need both inbound and outbound to be effective. My premise is that you only need outbound when you don’t know how to effectively drive enough leads for your business with inbound marketing.

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Topics: inbound marketing, return on marketing investment, Marketing Strategy


Your Marketing Strategy Needs To Be Connected To Your Company’s Goals

Posted by Mike Lieberman, Chief Marketing Scientist

Wed, Jul 23, 2014

ConnectedYesterday, we wrote about the importance of producing messaging and copy that address your prospects instead of you. This must have resonated with many of you because the social shares, article views and click-through numbers were very good.

Today, I want to illustrate how to connect marketing directly to your company’s business goals. Believe it or not, this is seldom done. Oh, don’t get me wrong, it’s discussed. But it's never directly connected. Let me give you an example.

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Topics: Marketing Strategy


Why Your Marketing Strategy Needs To Be Prospect Focused

Posted by Mike Lieberman, Chief Marketing Scientist

Tue, Jul 22, 2014

ProspectFocusedOver the years, we’ve spent countless hours talking to clients about marketing strategy. We've stressed the importance of strong messaging that emotionally connects with your prospects.

Inbound marketing needs to have a solid strategy behind it before you start executing tactics.

One of the tenets of Reality Marketing, the methodology we use to create client marketing strategy, is “prospect focused.” What this means is that your marketing has to be about your prospects, not about you. I’m sure that if you objectively look at your current marketing, it might sound something like this:

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Topics: Marketing Messaging, Marketing Strategy


Five Tips To Fight The Summer Sales And Marketing Decline

Posted by Mike Lieberman, Chief Marketing Scientist

Mon, Jul 21, 2014

www.square2marketing.com/blogSummer is usually the least revenue-generating season for a company. With the gorgeous weather, people would rather be outside than on their computers researching what they want to buy.

This makes summer a rough season for businesses. Instead of looking at your declining sales and wishing for the fall, why not look at summer as an opportunity to reevaluate and strengthen your company’s marketing strategy? Here are five tips to help you turn the summer into a productive period.

1. Adjust your attitude. Have a positive attitude when approaching your summer sales and marketing. Don’t compare your summer sales to your spring sales; compare this summer to last summer. Try to beat last summer’s sales. Use different tactics and set different goals to accomplish this. Work on improving your marketing plan. Summer is the perfect time to do this because in the autumn, you’ll have a new and improved Marketing Machine.

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Topics: sales and marketing


Where Does Content That Converts Come From?

Posted by Mike Lieberman, Chief Marketing Scientist

Thu, Jul 17, 2014

BabiesComeFromWe all know where babies come from, but where does great content marketing come from?

Creating educational content that turns visitors into leads is the key to an inbound marketing program.

Developing that content is a challenge, and developing content that actually works, well, that’s an even bigger challenge.

The secret behind creating content that converts is understanding the questions that your current prospects are asking your sales people at all phases of your existing sales process.

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Topics: Content Marketing, inbound marketing, Conversion Strategy, content that converts


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