Inbound - The Blog: The Secrets Behind Click To Close

 

Small, Medium Or Large? Which Inbound Marketing Agency Is Right For You?

There’s The Right Size Inbound Marketing Agency For Every Company

We’re not right for every company. Not a day goes by without us passing on an opportunity because it’s not the right fit for our inbound marketing agency. That doesn’t make me feel bad; it makes me feel great. Our goal is to earn raving fan status from our clients, and if a prospect isn’t going to be a raving fan, we’re not interested in the engagement.

You should be thinking about finding an inbound marketing agency in the same way. If you don’t think your business goals are going to be achieved by working with the agencies youre considering, then you’re looking at the wrong agencies.

But how do you know what you’re looking for? This is probably your first inbound agency search, and even if you’ve hired traditional or even digital agencies in the past, inbound is a whole new ball game.

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Inbound Marketing: Myth Or Proven Methodology?

If You’ve Never Seen Inbound Marketing Work, I Can Understand Your Disbelief

The other day I posted an article on LinkedIn about the differences between demand generation and inbound marketing. The article got its fair share of likes and a comment or two, but one of the comments caught my attention.

Here is a direct quote of the exact comment: “To me, inbound marketing is a myth. It is complete nonsense.” The comment got me thinking that I don’t believe in bigfoot, despite the huge amount of grainy and questionable video footage, because I’ve never seen an actual bigfoot.

Could inbound marketing be a myth to everyone who has never seen it in action? Just like bigfoot, the Loch Ness Monster and UFOs, if you’ve never seen these, it’s going to be hard to believe they exist. That brings me to the point of this article. Let’s debunk the myth with facts and figures from actual inbound marketing engagements.

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What Your Dog Can Teach You About Inbound Marketing In 2017

Man’s Best Friend Has A Lot To Teach Us About Inbound Marketing

Let me start by saying I’m not really a “dog person.” I didn’t grow up with a dog, my parents never had a dog and we didn’t get a dog when our kids were young. But a year ago, after much deliberation, we decided to get our first dog. The past 12 months have included several important life lessons, and I can’t help but apply them to the lessons I’ve learned practicing inbound marketing and using inbound to get results for our clients.

Our Goldendoodle, Baxter (pictured here), is coming up on his first birthday. I have to say, he’s a great dog. Yes, I’m biased, but I also hear stories from other dog owners and it appears that Baxter actually is a very good dog. However, I’ll also tell you that we invested time and money in helping him to be a good dog, and I think the same applies to inbound marketing. In fact, I think several lessons apply to inbound marketing as well as caring for your pooch.

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What Is Demand Generation? How Is It Different From Inbound Marketing?

Is It Different And Why Should You Care? How Knowing Is Going To Make You A Better Marketer

Wikipedia, which has the answer to every question, defines demand generation as "the focus of targeted marketing programs to drive awareness and interest in a companys products and/or services."

HubSpot defines demand generation as programs to "help your organization reach new markets, promote new product features, build consumer buzz, generate PR and re-engage existing customers." HubSpot notes that demand generation "is more than just a branding concept or early funnel marketing tactic. Demand generation programs are touch points throughout the conversion optimization and sales cycles."

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Your Home Page Might Be Stopping Your Inbound Marketing From Working

If You Ignored Your Website And Youre Expecting Inbound Marketing To Work, Think Again

We’ve looked at so many inbound marketing programs that we’re usually very sure what’s preventing the program from performing to expectations. Most of the time, it’s your website.

It might look great, it might be just a few months old and you might have written every word yourself, but unless the home page grabs a prospect’s attention, pulls them into your story, tells them why they want to do business with you and explains how other people have had success working with you — and does this all in 10 seconds — your marketing is dead on arrival.

Yes, your website is the most important marketing asset in your collection of marketing tactics and it’s the most complicated asset you’ll work with. It also needs to be continuously updated and upgraded based on performance data. If you’re not using your website like this, this is why your inbound marketing might be underperforming.

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Why Your First Move Should Be Inbound Sales And NOT Inbound Marketing

If You Can’t Close The Leads From Inbound Marketing, What’s The Point?

Most of the people we meet are looking for help with their marketing. It’s easy to identify if you need better marketing. It usually looks like you’re not getting enough leads to feed your salespeople or to hit your revenue goals. The first move by most CEOs, business owners or even VPs of marketing is to look for help with lead generation.

But what most people don’t know is that in most cases, improving your sales processes, sales tactics and sales systems is more important than the number of leads you get. In most cases, making improvements to the experience your prospects get during your sales efforts produces a much higher return on investment than the investment you make in marketing.

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The Top 5 Inbound Marketing Search Engine Optimization Tips To Help You Get Found

If Your Prospects Can’t Find Your Company Online, Youre Invisible

If you’ve been following anything going on in marketing over the past few years, you already know that individual marketing tactics are no longer effective unless they’re connected to other key marketing tactics.

Search engine optimization is one of the most important tactics, and if you’re working with an SEO firm with the sole goal of being on the first page of Google, you’re way off base.

Instead, getting found on the search engines is more about content, web, understanding your prospects buyer journey and connecting with influencers than it is about technical SEO. Of course, your website has to be architected properly, but today getting ranked has more to do with giving searchers what they’re looking for than the backlinks you have to the site.

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Why Inbound Marketing Pay-Per-Click Isn't A Quick Fix For Lead Gen

Your Expectations From Pay-Per-Click Are Critical If You Want It In Your Inbound Marketing Mix

Pay-per-click used to be the marketer’s easy button. Buy some ads, get some clicks and generate some leads. Don’t misunderstand my flippant attitude; I know it doesn’t work exactly like that, but most of our clients and potential clients sure thought that’s how it worked and were disappointed when it didn’t work exactly like that. I even had one client pumping $40,000 a month into Google AdWords to fill up the top of her funnel, even though her sales team couldn’t work the leads she had through the funnel.

Today, all forms of pay-per-click campaign management (search engine and social sites) are much more complicated. Many more people are bidding on the same keywords, the mathematics that drive the programs are more complex, and more inexperienced users are contributing to over bidding and inefficient program management. This is contributing to more pay-per-click programs that are producing lower and even disappointing results. Don’t worry, this doesn’t mean pay-per-click won’t work; it just means you have to be smarter and have more realistic expectations.

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4 Things To Do When Launching Your First Inbound Marketing Campaign

Launching your first inbound marketing campaign (either for a new company or a new position) is very exciting. Congratulations, this is a memorable moment!

You'll probably always remember this inbound marketing program. At every new job I've started, I've remembered the first big marketing campaign I launched on my own.

Since you don't just wake up one morning and launch a brand new campaign, some careful and strategic planning should go into it.

These four steps are crucial pieces of putting together the puzzle. If you keep these top of mind, you'll be way ahead of the game and ready to rock and roll.

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Why Inbound Marketing Is So Challenging

Marketing Used To Be Easy; What Happened To Make It So Hard?

This is a great question to kick off 2017. Marketing used to be easy. You bought some ads, you went to some trade shows, your sales team made some phone calls and you sent out letters from time to time. The results were cloudy, but you did see people responding and your business grew. You might not have known exactly why, but it worked. I know because this is how I used to run marketing at a $20 million software company.

But over the past 10 years or so, things have changed. The way people buy has changed. The way people make their decisions around purchasing has changed. From multimillion-dollar purchases to $50 purchases, it has all changed. It’s this change that has complicated marketing so dramatically, and while inbound marketing matches today’s buyer behavior, the process of delivering that match is complex.

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