Inbound marketing is an exciting new marketing frontier that works to influence potential customers from the research stage of their buying journey and nurtures them to purchase. Every year, HubSpot, the driving force behind inbound marketing, hosts a massive international conference called Inbound16 that aims to enlighten and connect marketers looking to do things differently. Penquin MD, Veronica Wainstein, headed to the Boston-held conference late last year.
Distribution is the key difference between a bestseller and dud, or a random pic becoming a meme. In inbound marketing, great content might be the key, but distribution is the handle to opening the door to new leads and – the real goal – sales.
These days, it’s foolish to think that customers will watch a TV ad and immediately trot to the store, bank card in hand. The buyer's journey is a lot more complicated than that, and on average 81% of customers do some online research before spending a cent.
How different is inbound marketing from content marketing? Watch out – you’ve just walked into a hotly contested and highly controversial marketing debate.
Marketers vary from company to company and industry to industry, but the most successful among them are those embodying specific personality types. It may not always make sense to pigeonhole marketers into five different boxes, but it does make sense to be aware of them when appointing someone new at your company - and to be aware of your own pros, cons and pitfalls.
Is buyer persona just yet another buzzword in marketing? Not according to the statistics! In order to make informed decisions around your marketing and sales strategy it is essential to define your buyer personas. A well-defined buyer persona informs your teams about the buyers behaviour, and what’s more, about how they expect you to behave. It informs every aspect of your marketing and sales efforts through a deeper understanding of your ideal customer.
There was a moment in time we doubted it would take off. The marketing leap was too big, the content too specific, and the tactics too strange. But in seven months SAMTRAC, a South African health and safety eLearning training provider, ranked top in international organic Google search results in their field. Site traffic exceeded targets by 65%, customers increased and the target for leads rocketed by an astonishing 340%! All with the magic word: Inbound.
Inbound marketing campaigns are continually enhanced through the measurements and insights that are obtained. But, with so much to measure, where should you start?
Goals should be set based on marketing challenges and business goals, and measuring their performance. Look at these 13 key metrics that matter when evaluating and reporting on the effectiveness of an inbound marketing campaign.
Reading Time: ~10 minutes
Simply put, Search Engine Optimisation is the process of making your page more visible to search engines and increasing its chances of being found organically online.
Reading Time: ~20 minutes
What is Inbound Marketing?
Inbound is a marketing methodology that focuses on sharing helpful information with people when they need it, using digital as both a delivery and measurement platform. Inbound marketing is about making, sharing and measuring content with strangers at the right time, to convert these strangers into customers. It's about enabling sales teams by providing quality, qualified sales leads on a consistent basis. This is now more necessary than ever in the current economic climate.