Inbound - The Blog: The Secrets Behind Click To Close

 

The Science Of Websites: Part Of An Inbound Marketing Program

It Takes Science To Create A Website That Gets Found And Converts Visitors Into Leads

As a continuation of The Science Of Inbound Marketing Series, today we focus on your website and your website metrics. This is the cornerstone of your inbound marketing program and one of the consistently weak areas for most of the clients that start working with us.

Before we start applying science to help you get found more frequently, drive visitors to the site and then turn those visitors into leads, let’s quickly look at some of the most common ways your current website might be hurting your lead generation efforts.

One of the first issues we see is the site is all about you, instead of being all about your prospects. It shouldn’t be an electronic brochure for your business. Instead, change your perspective and think about creating an educational hub for all the information your prospects would need to make a smart, safe purchase decision. That’s what your site should feel like.

VIEW THE FULL POST


 

Demand Generation, Account-Based Marketing Or Inbound Marketing? What's The Recipe?

The Answer Has More To Do With Your Business Goals Than The Marketing

Everyone agrees that marketing has become a lot more complicated than it used to be. As a CMO or even as a CEO with marketing reporting to her, you can’t just go to 10 trade shows, send 12 emails, re-launch your website and call it a year.

Today, marketing strategy has to be accountable for results, leads and new customer revenue. It’s not enough to have 20 people come by your booth at the industry trade show; those should be 20 highly qualified sales opportunities.

To make it worse, now there are phrases and labels for different types of marketing. There’s inbound marketing, demand generation, account-based marketing, content marketing and even traditional outbound marketing like advertising. How do you find the right mix for your company?

VIEW THE FULL POST


 

Hiring An Inbound Marketing Agency? 7 Signs You're On The Right Track

Many Inbound Marketing Agencies Look And Sound Similar; Here’s How To Identify The Winners

Ask HubSpot how many agencies are in its partner program and the answer is going to be somewhere around 3,400. That means you have at least that many inbound agencies to choose from. If you’ve made the decision to work with an agency and inbound marketing is at the core of your marketing strategy, this is the pool you’ll be fishing in.

The big challenge is how to find the best of the best in this sea of digital agencies that all look and sound very similar. There’s a lid for every pot, and in this case, there’s an agency for every company looking for one.

Here are seven important signs to look for to help you find the right agency for your company and one aligned with your business goals.

VIEW THE FULL POST


 

Why You MUST Invest In Thinking Before Building A New Inbound Marketing Website

Strategy Before Building Is Key To Getting Leads From Your New Website

The website: It’s almost always the first place clients go to when thinking about their marketing. “I need a new one. I don’t like ours. It’s three years old.” Those are all comments we hear from clients.

But with a little investigative questioning, it’s easy to uncover the real issue: Their website is not producing any or enough quality leads. It goes without saying that your website has only one purpose in life — produce leads for your company. 

If you’re following and agree that you want your website to generate leads, then it’s critical the new site be search friendly. In other words, it must be able to be found by all the major search engines for the keywords, phrases and questions relevant to your business, products and services. To make sure this is in place, youre going to want a technical audit of your current site, a thorough review of what your competitors are doing (from a search perspective) and a review of your current conversion funnel.

VIEW THE FULL POST


 

5 White-Hot Account-Based Marketing Tactics To Scale Up Results

Inbound Marketing Provides Connector Tactics To Improve Results From ABM

Account-based marketing has become one of the hottest approaches to aligning sales and marketing in 2017. In some cases, companies are talking about ditching inbound marketing and swapping in account-based marketing. However, ABM is probably better when added to inbound marketing tactics.

ABM is a marketing tactic executed by the sales team, meaning it offers sales and marketing execs an opportunity to align sales and marketing execution in a unique and productive way. If I can try to simply explain how these two approaches complement each other, think about it like this.

Inbound marketing helps you optimize your marketing by making your company more visible when your prospects are looking for companies like yours. Prospects engaged in a buyer journey find your content, connect with it and then you continue the conversation with them while they execute their purchase cycles.

VIEW THE FULL POST


 

The Science Of Inbound Marketing: Demand Generation Demystified

Data-Driven Marketing Is Thriving, Creating A New Science Around Producing Results From Inbound Marketing

At Square 2 Marketing, one of our core values is “practice what we preach. We are constantly testing different ways to execute inbound marketing with the goal being demand generation for our own business. When you notice changes in our execution, you can be sure it’s part of an experiment we’re running.

Over the past few weeks, I’ve been testing a few science-oriented blog articles on inbound marketing. The goal is to improve rankings, drive views and convert readers into leads. We had one on search and one on engagement metrics, and in full transparency, the views and conversion rates on these articles have been almost double our “regular” articles.

VIEW THE FULL POST


 

Why Engagement Metrics Matter To The Science Of Inbound Marketing

Numbers Tell A Story; Understanding The Story And Responding Drives Inbound Leads

Everyone says that “a picture is worth a thousand words.” In the case of inbound marketing, numbers are worth a thousand words, too. When marketing moved from mostly art and creative to mostly math and science, we realized that analysis, experimentation and insights would be the difference between high-performing client programs and low-performing client programs.

One of the challenges is knowing what to look at, when to look at it, what the inbound marketing metrics are telling you and then, most importantly, how to respond to take advantage of the opportunity or challenge within your inbound marketing program. To further complicate the situation with inbound, most of the metrics are cross-connected, meaning a variety of variables are affecting the performance. You have to understand the interconnectivity to drive improved results based on data.

VIEW THE FULL POST


 

6 Secrets To Account-Based Marketing Derived From Inbound Marketing

ABM Has Many Connections To Inbound Marketing; Take The Best Of The Science To Improve Results

Even marketing has its trends and today one of the biggest, most popular trends is account-based marketing (ABM). Everyone is talking about it and everyone thinks they’re doing it or getting ready to do it. Everyone is excited about its potential. But if you’ve never deployed an ABM strategy before, you might be surprised to learn there are very specific ways to make it work.

We learned through our execution of inbound marketing how to weave account-based marketing into an overall inbound program. This unique perspective provides interesting insights that are guaranteed to help you improve your overall revenue generation efforts.

VIEW THE FULL POST


 

Inbound Marketing Lead Nurturing: How To Get Lights-Out Open Rates

Create A Remarkable Experience, Not A Sales-Centric Barrage Of 'Buy'

The series of email-related blog articles has been producing a lot of interesting conversations with readers, prospects and clients. While I’m not surprised to hear that companies are still doing cold email marketing campaigns, I’m encouraged that people are aware of their challenges and looking for ways to improve their effectiveness.

Today, I want to clarify the difference between lead nurturing and cold emailing. I also want to give you some tips on how to get lead nurturing open rates over the 50% mark and how to use ongoing lead nurturing best practices to create an experience that draws your prospects in to your company, instead of repelling them away and toward your competitors.

VIEW THE FULL POST


 

Insist On Doing Cold Emails? Use Inbound Marketing To Warm Them Up

If We Can’t Talk You Out Of Cold Emails, At Least Let Us Help You Get Them To Work Better

In a recent article, I begged you to stop sending unsolicited cold emails as part of your marketing campaign. I stand by that position, but I’m a practical man and I understand why some of you insist on using this practice today. Even with a horribly low open and click-through rate, you still get a bite every now and then, and sometimes those bites turn into revenue. I get it.

We’ve learned some techniques from our years of practicing inbound marketing that can be applied to this tactic to improve the performance enough to make the program decent from a metrics perspective. I also think it’s important to know what performance expectations you should be looking at before, during and after you launch your own email campaigns.

VIEW THE FULL POST