This is a guest post by Koen Stevens
Today’s brands exist in a digital era and, by default, they are most concerned (or should be) with the question of interactivity, connectivity, and immediacy, especially as it relates to marketing. Brands invest a lot of money into making sure that their customers can easily find and connect with them, and they do that through inbound marketing.
Why inbound marketing?
Well, because inbound outperforms everything else in that hefty bags of marketing tricks. There are many reasons why brands made a substantial shift from traditional marketing methods but here are a few that paint the picture most vividly:
- Inbound yields 3X more leads per dollar than traditional marketing methods. Not spending your money where it does most good would (in the words of Guy Kawasaki) just prove that you have more money than brains.
- Close to 70% of online buyers spend time reading branded content before deciding to purchase. When was the last time you made a substantial purchase without consulting Google first? Hotel bookings, electronics, furniture, kitchen tiles – you name it, we’ve all googled it.
- 94% of B2B buyers research online before committing to purchase. Your industry is no longer an excuse – inbound is relevant in every single one. If you’re not doing it, you’re leaving money on the table.
Like we said, all these iron-clad reasons are difficult to pick apart.
Unless you’ve been living under a rock for the last year, there is a lot of hype surrounding chatbots in the marketing space. Ever since Facebook announced the release of their Messenger Bots platform at their 2016 F8 conference, brands have been trying their best to reach the potential of one billion people using Facebook Messenger as their primary communication channel.
One million people, imagine that, and that is not how many people have downloaded the application; it is the number of people who regularly use Messenger to talk to friends, family members and now also to potentially your business.
In only three months after the launch, more than 11,000 bots were already created. Chatbots are quickly becoming a standard part of any digital marketing strategy. And unless you want to miss out, now is the time to jump on board.
If you’re a small-business owner, a large corporate, or a famous artist with an enormous fanbase, if you’re interested in streamlining marketing or customer service, then using a chatbot is something that’s worth taking a closer look at.
In this article, we will cover everything you need to know about Facebook Messenger bots and what value they can bring to your organisation.
This is a guest post by Ryan Ruud.
Inbound marketing as a term has been around since 2006. Back then, Hubspot CEO Brian Halligan coined the term, and the marketing automation company went gangbusters pushing the inbound methodology.
Inbound is the process of growing traffic and revenue by creating content that attracts buyers to you. Through insights and ongoing efforts, you nurture prospects through a lifecycle to purchase. While the term inbound marketing is ten years old, the ideas behind it are older. Seth Godin’s 1999 book, Permission Marketing also brings up the idea of marketing that informs prospects, makes friends and turns them into customers.
Today, companies that follow the inbound process have been shown to be 4x more effective in hitting growth and revenue goals. Across industries (B2B & B2C) inbound is embraced.
If you want to grow your organisation this year, put down the cold calling and start thinking about the way your customers are shopping.
How are you finding new products and services to help you fix problems that you’re experiencing right now in your daily life? A high probability that everything starts by searching the web.
Being able to get found online via search engines are essential for any successful website. Search engines, however, would like to know what your site and your content are all about. People are having a problem or a question, and they are searching for an answer.
For you as a website owner, your goal is to create a helpful piece of content that answers those questions in the best way possible.
At its core that is what SEO is all about. Someone has a question, they are searching for a solution, and you can supply the answer to their problems.
It used to be that if you had an online business, your website is the equivalent of a shopping window. Now, this holds even true if you have a brick and mortar store.
And just like in a physical store, not all is created equal. Some shelves, or in our case pages, are more important than others. You probably heard about the 80/20 rule or Pareto principle before. 20% of your efforts will bring in the results while 80% of your efforts are just there for filler or worse as a distraction to your readers.
So how do you apply this to your website? Which pages are more important than others? And to which pages should you be paying the MOST attention to get the quickest and best results for your business?
Before we look at the individual pages lets first get yourself in the proper mindset to test and evaluate the current content on these pages and make you understand how you can improve them.
Inbound Marketing is going mainstream. More and more companies are convinced about the value it can bring to their organisation, and as a result, you probably start to produce high volumes of content.
Significant amounts of Content Marketing material that lead to high volumes of leads. Maybe the open, click and response on your campaigns are a little bit above average as well. Feels great, doesn’t it? However, if at the end of the day this all does not translate into good quality leads or even better opportunities that convert to revenue, your efforts and investments are wasted.
Having a week-over-week growth on your website and email list is is all great to see, but are also a bunch of Vanity Metrics that might look shiny but it is not going to make a difference to your bottom-line.
For you to maximise your ROI on the content that you’re creating, you need to convert these leads into something tangible. Something that you can assign a dollar value too.
If you’re not at this point yourself yet, don’t worry you’re not alone. According to a 2013 research conducted by the Content Marketing Institute and MarketingProfs, 93% of marketers are using content marketing, but only 9% of them thinks it is “very effective”.
So how can you move your leads to the next level and start seeing the benefits to the bottom line of your company? In this post will be looking at different ways why your leads are not converting and what you can do about it.
Content marketing has been on the rise for some time now. As a result, it is becoming increasingly more difficult to capture the attention of your target audience. Are you experiencing more and more problems to deliver your content to meet your leads and customers expectations? Do you need to spend more and more advertising budget to get that traffic in?
As a result from, this battle for attention, content marketers are getting more and more creative. They start to experiment with new mediums to place their content; anyone tried Anchor yet? They start to varying their approaches the bring in that consistent flow of leads. From listicles to infographics, to video content, to podcasts. You need to come up with new types of content that resonate with your audience.
Only the fittest brands survive. Brands need to turn into a chameleon, not a dinosaur to stay relevant for their audiences.
So what can you do to remain relevant in the content marketing game? Try the Skyscraper technique.
“It’s human nature to be attracted to the best.”
— Brian Dean (Backlinko.com)
That’s why the world’s tallest building (the Burj Khalifa) attracts almost 2 million visitors per year. The Skyscraper Technique (coined by Brian Dean of Backlinko.com) is a content-driven link building technique that takes advantage of this. It is designed to help you create content that drives traffic and helps you keep driving traffic.
In this article, we’ll walk you through the technique and show you, how you can use it for your business to get that evergreen traffic arriving at your front door.
By now, we’ve given you already a lot of different articles about the importance of Content Marketing in today’s world. And we think you know that starting a blog is one of the easiest ways to share your ideas and expertise with the world.
So you’ve decided to give this Content Marketing a “go” for your company and are thinking to yourself what I should do now?
We know that for a lot of people starting a blog sounds like a complicated thing. But is it?
It used to be that you needed to have lots of technical skills and know about all these acronyms like HTML, CSS or PHP. But nowadays starting a blog is almost as simple as sending someone an email. That is if you follow our guidelines we’ve put down in this article for you.
If you follow our step-by-step instructions, you will be able to set up and make your blog, avoiding common mistakes and getting started on the right tracks. And the best thing? No technical skills are required!
Ready? Let’s go!