The Square 2 Marketing Blog - Inbound Unwound

Inbound Unwound - Marketing Insights

Inbound Marketing Requires Tradecraft To Drive Leads

Posted by Mike Lieberman, Chief Inbound Scientist

Tue, Aug 4, 2015

Since the launch of Mission: Impossible – Rogue Nation this past weekend, I’ve been enthralled with the idea of tradecraft and how it relates to inbound marketing.

On Wikipedia, tradecraft is described as “the techniques used in modern espionage and generally, the activity of intelligence. This includes general topics or techniques (dead drops, for example), or the specific techniques of a nation or organization (the particular form of encryption used by the NSA, for example).”

That got me thinking: Inbound needs its own tradecraft to drive leads for clients. Over the years, there have been so many unique and specially devised techniques deployed throughout our client engagements to improve results. This inbound marketing tradecraft is unique to our organization, and I believe that it provides a distinct advantage for our clients.

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Topics: inbound marketing strategy, inbound marketing tactics, content marketing strategy, conversion optimization

4 Tips To Develop The Perfect Inbound Marketing Buyer Persona

Posted by Daniel Reed, Copy Architect at Square 2 Marketing

Mon, Aug 3, 2015

Good inbound marketing content strategies start with a fully developed buyer persona. This sketch of your ideal customers, their personalities and their buyer pains helps you develop topics for inbound marketing content that attracts the kind of leads that are easy for your inbound sales department to convert.

Many marketers, however, struggle to develop their buyer personas. “They’re all different!” is a common complaint. Even worse is when sales and marketing departments simply say, “They’re people who need [insert business’ service here].”

Without a fleshed out buyer persona, your content marketing campaign inevitably focuses on your business’s products and services. Of course, successful inbound marketing isn’t about you, and this type of self-indulgent, seller-focused marketing only serves to alienate prospects and force them to look elsewhere to solve their pains.

If you’re struggling to develop buyer personas for your inbound marketing content strategy, follow the four tips below.

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Topics: Content Marketing, Inbound Sales, content strategy, inbound marketing strategy, buyer persona

Your Sales Emails Suck. Here’s How To Fix Them.

Posted by James A. Foley

Fri, Jul 31, 2015

How many emails hit your inbox every day? 50? 100? Maybe more?

Whatever your number, there are two broad categories these messages fall into: emails you want to read, and emails someone else wants you to read.

Sales emails, by definition, fall into the latter category.

When sales emails fall into this category, they get put on the backburner; they’re bypassed for something more important, filed for later review, deleted or otherwise forgotten about.

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Topics: inbound marketing, Inbound Sales, email marketing

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

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