Inbound - The Blog: The Secrets Behind Click To Close


Infographics Or E-books: What Content Do Your Prospects Want?

With inbound marketing, helping your prospects navigate their way through their buyer journeys requires a dedicated focus on strategy before tactics. In addition to refocusing all of your marketing messages on your prospects and their pains, you need educational content to help convert prospects into leads (and eventually into customers).

As I mentioned on Monday, blogs are the cornerstone of your inbound marketing content strategy. In addition to blogs, you also need to offer your prospects other types of educational content.

This content helps you obtain your prospects’ contact information (to use for lead nurturing) and gently guide and educate them on ways to address their pains, eventually leading them to contact you directly.

But how do you know what content to offer your prospects? Study your buyer personas to determine which types of content to include in your inbound marketing strategy.



Overcoming The Perils Of Instagram For B2B Inbound Marketing

Of all the social media platforms in your business’s B2B inbound marketing strategy, Instagram is the trickiest.

After all, it needs to be managed from a mobile device, and it doesn’t allow links back to your site. Every post requires an image, so there’s no way to simply dash off a few educational sentences and move on. Plus, the platform’s demographics are skewed toward younger audiences, which may seem unappealing to companies that assume their prospects are older, more seasoned professionals.

With all this difficulty, is it even worth it for B2B businesses to set up and manage Instagram accounts?

The answer: Absolutely. Learn why, and find out the best ways to incorporate Instagram into your social media engagement strategy for your inbound marketing program.



4 Tips To Develop The Perfect Inbound Marketing Buyer Persona

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.



4 Content Mistakes That Destroy Inbound Marketing Results

When executed correctly, content marketing elevates your inbound marketingcampaign 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.



How To Generate B2B Leads Using Pinterest

I know what you’re thinking:Pinterest isn’t a good fit for my B2B business – isn’t Pinterest just for recipes, DIY crafts and funny animal pictures?” Actually, that’s not the whole picture.

While Pinterest might not be a good fit for your business specifically, that has more to do with your social media strategy than it does with your business model being B2B. Not only have we covered B2B Pinterest marketing before, but also many other unlikely brands are already dominating this social media marketing platform to drive revenue for their business.

Remember that even in the B2B market, your business needs to start thinking more along the lines of H2H (or human-to-human) marketing because your prospects and customers are human too, and humans always appreciate (and act on) the type of strong visual and multimedia storytelling that Pinterest has to offer.

Here are two facts to consider before we dive into how to generate more B2B leads with Pinterest:



4 Pillars Of The Best Website Design For Your Marketing Strategy

Creating the best inbound marketing website design for your business isn’t a simple task. In fact, if you don’t get things right before you begin, it may mean trouble for your traffic, your lead generation and your overall marketing approach.

Remember that a website isn’t just about beauty and aesthetics – it is the keystone of your marketing strategy in generating results for your bottom line. So, you might be asking yourself, what are the most important pillars of the best website designs? Here they are:

Pillar I: You Need A Website Design Strategy

There are plenty of blogs about tactics for your website design – and here are a few of them – but before you start implementing SEO best practices, social media optimization or responsive design, you need a strategy that guides how you unroll each of those tactics.



Forget B2B Or B2C: How Inbound Marketing Is H2H (And Why It Matters)

When is the last time you bought a product or service as a business?