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Inbound marketing is a fast paced field that is always changing and birthing new concepts. It's no wonder buzzwords spark up every second. How you use those buzzwords makes a difference. Instead of using buzzwords in extreme ways, obsessively with your other marketer friends, or never uttering their name due to pure repulsion, try using them in a way that will benefit your company.
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You may or may not have heard this recently, but SEO seems to have introduced a new sibling into the online marketing family: ASO (or App Store Optimization) is the online marketing of mobile apps through items like their descriptions, keywords, titles, and more. Because apps are marketed somewhat similarly, but not the same way as traditional web content, the industry has dubbed this area of optimization accordingly by giving it the name ASO, and thus identifying the “store” as the means through which one attempts to market their app successfully.
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In any conversation about the inbound marketing space, forecasting or predicting the future is usually at the forefront. This is largely due to the fact that as inbound marketers we can’t afford to guess. Our marketing campaigns rely on our ability to see what’s around the corner so we can ensure more effective marketing campaigns. Beyond that, forecasting the future of inbound marketing impacts users and customers just as much as the marketer. Savvy customers and users should understand just this is changing and how that affects them. Whether you view yourself as a doomsday marketing prophet, or an eager inbound marketer, here are five major predictions for inbound marketing that you can use to educate both your organization and your future site visitors.
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In 2012, the Encyclopedia Britannica – the go-to source for information for more than 200 years – announced it would no longer print its pricey reference books. It makes sense – why pay nearly $1,400 for a set of books when Google is free? Technology has changed the way we access information, including how we respond to advertising and marketing. We can record our favorite TV shows and skip through commercials. We can install pop-up blockers to keep pesky ads from annoying us while we’re online. And many people can’t even recall a time when they answered a “land line” and took a survey about their product preferences. Unlike the leather-bound reference books of yore, marketing departments are still relevant. But in order to be successful, they need to learn how to transition to inbound marketing.
Abd Torah's curator insight,
March 24, 2014 6:37 AM
How Does A Brand Transition To Inbound Marketing in your business ?
Abd Torah's curator insight,
March 24, 2014 11:46 AM
How Does A Brand Transition To Inbound Marketing?
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Some people in the web marketing space have suggested that PPC shouldn’t be included in “inbound marketing” because you have to pay for placement. But this doesn’t make any sense. The whole point of introducing a term like “inbound marketing” is to create a more nuanced distinction than just “free marketing” and “paid marketing.” Any marketer who manages a budget knows that no form of marketing is truly “free.” HubSpot, one of the first proponents of inbound marketing, sells a product that helps you do it – how is that free? They know that if they called what they’re selling – a platform for blogging and SEO – “free marketing,” it would be a contradiction in terms. Of course, you can do inbound marketing without HubSpot (duh), but you’re either going to be paying someone or a team of people to do it (a blogger, a social media manager, an SEO specialist, etc.) or you’re going to be doing it yourself, as the business owner, and any time you spend on inbound marketing is time you can’t spend on other business activities, so all those activities have a cost. That’s why “free marketing” doesn’t cut it.
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Every day we hear more experts preaching the gospel of podcasting as a content marketing tool. It’s a very enticing sermon. We get to have our own cute little pre-recorded radio show our audience can listen to when they’re working out or driving in the car. But how is a podcast supposed to help grow our business? In theory, podcasts create brand fanatics, people who are deeply invested in who we are as people and as business professionals. This is essence of long-form content marketing. Every minute that a customer or prospect listens to us speak with authority we’re establishing ourselves as a thought-leader. Conceptually the more time our audience spends with our content the more authority we have as content marketers. According to Google Analytics the average visitor to my website stays for two minutes and seven seconds. According to Stitcher {popular alternative to iTunes} the average podcast listener stays for twenty two minutes. If you believe the concept that the time our audience spends in front of our content builds authority then by these statistics I would have to produce 11 blog posts to equal just one podcast. Podcasts place the ideas and expertise that establish us as an authority in front of our audience for a longer period of time per interaction. From a business content marketing strategy, this is why we podcast.
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Have you ever been at a great party and unable to switch off from work? Did you find yourself comparing it to marketing a business (sad, I know) but true never the less. Here are some observations on the similarities between throwing a party and promoting a business online.
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Better…stronger…faster. No, it won’t turn them all into the Six Million Dollar Man but as the character Oscar Goldman said, “We have the technology. We have the capability to make him (or her!) better than he was before.” Inbound Marketing won’t give your sales team bionics but it may seem like it. We define Inbound Marketing as a strategy and associated tools and processes focused on buyer search behavior, content creation, and social media, engineered to drive awareness and attraction of your business and feed your sales funnel with the best prospects. Those best, most qualified prospects will become the focus of your sales team, ultimately eliminating much of the time they’re currently spending on prospecting, cold calls, educating, guessing and starting over. How? By simply providing your sales team with better inputs to do their jobs.
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Mobile. The very word makes some of us cringe these days. Everywhere you look in the marketing world, you see signs of it – mobile this, mobile that… Is it just me, or is it a bit overkill?
Sometimes, I feel like we're pushing the idea of mobile to the limit. But then I look at the numbers:
There are currently 750,000 apps in the App Store alone.These apps have over 40 billion downloads.There are one billion smartphones existing in the world, and that number is growing.
There are over one billion consumers looking for information on their mobile devices, and you know what works when consumers are looking for information? Inbound marketing.
In this post, I share the top three most effective inbound marketing tips app marketers can use to begin making waves in the world of mobile.
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Content marketing is about telling a story that resonates with your audience and finding a relevant channel to deliver it.
It’s the loyal followers that then spread the brand message, these days, commonly, but not exclusively, via social media. Well that’s the theory. Getting it right can be hard.
Sometimes we all have to go back to the drawing board to gather ideas and inspiration. For a recent content marketing workshop we hosted, I did just that. I wanted to showcase the brands that are doing content marketing brilliantly.
OK, I admit, some of the companies I used as examples have massive budgets, but they still have their unique challenges.
What all the brands have in common is the creative flair, the ability to change direction, adapting to new environments and communicating with the people that are most important to them – their customers – in a variety of ways.
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Inbound Marketing has changed the game when it comes to attracting prospects to your business. It's all about creating relevant content that appeals to your target audience, attracting them to your website where you can convert them to leads and win them as customers.
The online news release is an often-overlooked tool businesses can use to reach their prospects. Unfortunately, many still think in terms of a press release that only goes to the media. They don't think about making that press release an online news release to reach prospects.
The press release was - and still is - an important document for communicating to the media about potential stories. But the same trends that make Inbound Marketing so effective have also changed the function of the press release. Your prospects are using the Internet to find information on products and services they need. An online news release, properly optimized, can help them find you.
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Last week this author shared a fantastic article on her Facebook page from Dynamic Business Magazine called “10 Steps to a Successful Inbound Marketing Strategy“. It was chock full of solid advice on how to create an inbound marketing strategy, but one of her FB fans left this comment:“I don’t have nearly enough hours in the day lately! Can you find the ’3 easy steps takes 5 minutes’ guide for me pleese ” Well, here are a few tips for streamlining the process and making things a little quicker and easier.
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![24 Statistics, Tips & Tricks To Boost Your Content Marketing Strategy [INFOGRAPHIC] | Digital Marketing Power | Scoop.it](https://img.scoop.it/L2oUabjPV3OJ6ILz94n1bTl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
Did you know that studies have shown that more than one in three (34 percent) of marketers have generated leads through Twitter? Or that brands that have 1,000 or more Likes on their Facebook Page experience a traffic increase of 185 percent?
What if I told you that 57 percent of companies have acquired a customer via their blog, or that one in five spend at least one hour each week engaging with marketing emails?
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To maximize your content marketing reach while limiting resource investment, repurpose or reuse content creating multiple pieces from each effort. Each element of content must be re-imagined so that it’s contextually relevant, provides new information, and is adapted to specific venues without appearing as duplicate content to the search engines.
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The world of professional services is relationship based. It always has been and it always will be. Clients work with firms that they know well and that they trust, and this is precisely why cold calling has such a low percentage success rate.
The challenge with this notion is that you are limited to your network. Firms that rely on referral leads can only grow so quickly because one can only develop so many personal relationships. Fortunately, because of the Internet, there is another way to meet new prospects and build trust.
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Serious inbound marketers are known for their near superhuman abilities to generate leads. But these supermen and women aren’t from another planet, and they don’t have a secret identity. Instead, they utilize modern marketing tools, dig through data and adjust their tactics on a regular basis.
So how can you, too, be an inbound marketing man (or woman) of steel? Well, here are five things that make a super inbound marketer:
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With exponentially growing interest in Social-Local-Mobile (SoLoMo), it’s easy to think of email marketing as passé; some have even gone so far as to declare its death. Most marketers know that this is simply untrue. The rise of new digital channels has, of course, had a significant impact on how marketers use email. There are certainly new challenges, but data shows us that the reward for successful email marketing continues to grow. The statistics I have collected below tell not one, but many stories depending on who you are and what your marketing goals are.
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Inbound marketing is all the rage. Social media has us consumed. B2B Marketers are creating more content than ever before. We’re optimizing everything we possibly can all with the intention of driving more people to our sites, engaging with them and offering them opportunities to raise their hand and announce themselves.
For many of us, it’s working! Visitors are showing up at rates we’ve never seen before. Some are just stopping by to see what we’re offering, some clicking around the site to check us out and of course those that decide to take the bait, oops, I mean fill out the lead form.
This article discusses the ways the inbound, social media, marketing can effect your outbound, traditional, marketing efforts. As companies are beginning to understand that their customers are constantly online and that social media websites are an effective, inexpensive way to communicate with them, budgets are going up. Businesses are allocating more money to social media marketing. When thinking of the flaws in social media marketing, this one is not something I had previously thought of and I find it very interesting: Companies are having their customers fill out information such as names, email addresses, birth dates, etc. through social media webpages. They are then using this information to determine target markets and necessary traditional media that should be used. Many customers, though, are not comfortable giving out their personal information over the internet, and are giving these companies false information. This false information can effect the success of any traditional campaign, and something needs to be done to avoid this. The article gives a few suggestions, such as requiring valid email confirmation, that I now understand and believe should be done. When measuring the success of your traditional media, it is important to measure the success of any social media efforts used to fuel the traditional. This is something to keep in mind while measuring.
Is Inbound Marketing Trashing My Outbound Marketing?
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The World Wide Web and permission based inbound marketing continues to revolutionize the marketplace and you can only ignore it at your own peril. It is pretty obvious that people are more and more averse to being interrupted by some marketing message and this will tend to annoy them rather than put them in the right mood to buy from you.
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In a recent article published on AllTwitter, it was revealed that content that contains infographics is 832% more likely to be shared than content that contains just images and text. In other words, infographics can be very powerful for getting more social media shares and exposure.
One thing is without doubt, though; not all infographics are created equal. Whether your infographics become successful or not depends to a large extent on how it is created and here are 10 tools to help with your infographics creation:
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Marketing has been around a long time – and so has the marketing department. Much of the organizational chart for marketing was built to accommodate the deployment of outbound or interruption-based marketing. Early adopters of inbound marketing are finding that the traditional marketing organizational charts impede the efficient deployment of inbound campaigns.
Below represents an alternative to the traditional structure of a B2B marketing department and is based on the inbound marketing campaign process developed by Mike Ewing of HubSpot. This structure is built not only to win at inbound marketing, but to win at all marketing.
My view is that SOME outbound marketing can still be effective and co-exist with inbound marketing. I continue to get good results for my clients from well targeted outbound telephone calls especially if I've done my research prior to my call. What do you think?
B2B Marketing department and Inbound Marketing...
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In the olden days, press releases were simply for the press. You'd write them, send them and forget about them, and hopefully a day or two later you'd read them again in some form in the newspaper.
Today, that's all changed. Press releases are shared widely, used as SEO tools, used to engage audiences far beyond the traditional media - the primary objective of many terrible examples that litter the newswires definitely isn't press coverage.
That's sad, because a well written press release can be reused and worked into a marketing strategy far more effectively than just letting it fester on a newswire page. No business today should be writing releases with the sole expectation that they'll just be sent to the media - it's far more efficient to write content that can support interaction with multiple stakeholder grouls
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Planning on creating content in the coming year? Research indicates you're not alone. 91% of B2B marketers will be creating custom content in 2013, and 2/3 cite being able to write enough as their biggest challenge. If you're scraping for ideas to fill your content calendar in coming weeks, we've developed a list of ideas to boost your creativity back to full throttle
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Information graphics, or infographics, are graphic visual representations of information, data, or knowledge. Infographics have become a powerful, revolutionary marketing tool—a single infographic has the potential to reach up to 15 million people. As opposed to traditional posts, infographic posts perform better on Twitter, Linkedin, and Stumbleupon (as measured by tweets, shares, and pageviews). Google ranks trends from 0-100 giving a number to a keyword based on how often it is searched compared to other keywords. Based on this measure, the top six countries in the world for the keyword “infographic” consist of the following: the Philippines (60), South Africa (56), New Zealand (50), Netherlands (41), India (38), and the U.S. (38). The top six cities include Singapore, Bangalore, San Francisco, Sydney, Chicago, and Melbourne.
Some popular infographics on the Internet today include “How Much Can You Trust a Bearded Man?” and “Should I Text Him?” If you’re into dating bearded men, these infographics just might appeal to you. If you want to learn about why startups fail, how you can better handle your headaches, and the evolution of the geek, there are some excellent infographics available. Among the most popular infographic themes include business, economy, health, social media, and technology. The first infographic was published in 1626, but they have really only become truly popular since 2009. The overall popularity of infographics has skyrocketed since 2009, 2012 was the most successful year for infographics thus far.
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