How to Optimize Your Landing Pages for Long-Term Lead Generation. One of the great things about inbound marketing is that your content keeps paying dividends over time, long after it was originally promoted. Just consider what HubSpot CMO Mike Volpe said during his session at the LeWeb'12 Paris conference earlier this month: “We’ve built up these big marketing assets that continue driving an ROI for our business. So I could send the whole marketing team on vacation at HubSpot, and our new lead flow wouldn’t actually drop by that much because of all these assets we’ve built up.” That’s a pretty good spot to be in, eh? The Long Term Impact of SEO on Lead Generation What if the campaigns you’re working on this month were still generating leads for you six months later? At HubSpot, we’ve discovered that 90% of the new leads we generate each month actually converted on offers that we didn’t create or actively promote that month. I’m sure you already know that millions of people turn to search engines every day to solve their problems.
The Page Title. 35 Free Pre-Designed Email Templates Just For You [And an Infographic!] Any experienced email marketer knows that crafting the perfect marketing email is somewhat of an art form. Not only do you have to nail copywriting, messaging, personalization, and proper segmentation and targeting -- but you also have to worry about how that email actually looks. On both desktops and mobile devices. And if your background isn't in design, let's just say it's not exactly a piece of cake to craft an email that achieves both form and function. But with HubSpot's 2012 Science of Email Marketing research revealing that 65% of people prefer emails with mostly images rather than text -- and a whopping 88% opting for HTML emails over plain text -- email design isn't exactly something a marketer can afford to overlook.
To give you a better sense of why expertly designed email marketing is so important these days, check out the infographic below and start 2013 off with an email marketing bang! (Click infographic to enlarge.) How to Talk About Pricing Without Scaring People Off. Sex. Politics. Religion. Now that I’ve gotten those out of the way, let’s talk about another topic rarely broached at the marketing dinner table.
Pricing. I know, I know. It’s scary. You’d rather talk about your products or services, how you can help potential customers, or frankly, anything else in the world. Many marketers leave it to Sales to handle, preferring to be the "good cop" in the relationship. How to Talk About Pricing Without Scaring People Off Just as educational content is important at the top of the funnel, useful pricing content that helps leads make a decision is critical as they work their way down the funnel toward making a purchasing decision.
A Note About Tone To begin with, stop thinking of pricing as something you need to hide from the customer, and start thinking of it as something to bring up for the sake of the customer. A Note About Timing As you can imagine, both moments are important for different reasons. Should You Put Pricing on Your Website? What's the Deal With This Whole 'Context Marketing' Thing? Several years ago (in internet years, anyway) it became clear to some marketers that one of the best ways to capture market share was through creating amazing content. Whether through blog posts, ebooks, social media, cartoons, videos, whatever -- helpful, educational, and interesting content was the name of the marketing game. Today, I think it's fair to say that not just some, but most marketers are on board with this whole "content-is-important-for-marketing" thing.
Our 2012 State of Inbound Marketing Report, for example, showed that the average budget spent on company blogs and social media increased from 9% in 2009, to 21% in 2012. Furthermore, over 81% of marketers in the survey named their company blog as "useful" or better to their business. And LinkedIn, YouTube, Facebook, and Twitter were considered "useful" or better by over 60%. Cool, so it seems like a good chunk of us are on board and rocking it with content. ... What Is Context Marketing? And it's important context, too! Eight Ingredients of Effective Inbound Marketing for Generating and Qualifying Leads. Who hasn't followed up with a long-time prospect only to learn the prospect had just purchased similar services from a competitor?
Exactly when people will buy your products and services is impossible to predict, but often there is a time when they are very receptive—what psychologists term "selective attraction," the point at which you are open and responsive to a message because you are interested in its content. Consider the example picking up a friend at a train station. Hundreds of people may be rushing past you, but it's relatively easy to spot your friend in the crowd. That's because you are focused on searching the train station for all people who fit the profile of your friend, and you disregard those who don't meet the criteria.
Selective attraction is more effective when the information holds personal pertinence. For example, although I thoroughly detest shopping, I become a regular shopaholic when I'm in the market for something I want. 1. So... 2. 3. 4. 5. 6. 7. 8. Het ABC van sociale media in 2012. Actief volgen van merken Iets meer dan de helft van de consumenten volgt een merk via sociale media. Er is echter een verschil tussen passief en actief volgen. Een gemiddelde consument volgt zo'n 11 merken. 7 van die 11 merken volgt men actief en met gemiddeld 5 merken gaat men de conversatie aan. Als merk heb je dus niet zo'n grote 'window of opportunity' om op een actieve manier met consumenten te converseren. Per consument blijft het een klein groepje merken. Je kan er wel zeker van zijn dat als een consument je merk actief benadert, het ook echt een consument is die sympathie heeft voor je bedrijf. Basiskwaliteit bepaalt sentiment Consumenten praten veel over merken op sociale media.
Consumenten zijn echt wel positief De mythe van de negatieve consument blijft toch in veel bedrijven leven, vind ik. De groten werden groter E-mail nog steeds favoriete kanaal Consumenten geven graag feedback aan bedrijven. Fans zijn niet te vertrouwen Fans van merken scoren heel laag qua geloofwaardigheid. Marketing Automation: Why You're Doing it Wrong.
Marketing automation sometimes sounds like a dirty word, and for good reason. When done incorrectly, it has the potential to undervalue a marketer's database, irritate those on the receiving end of the campaign, and generate poor results. If that's not enough to make marketers want to wash out their mouths with soap, I'm not sure what is. I guess you could ask Ralphie. But the truth is, marketing automation holds a lot of promise for marketers, because it is a powerful tool that can help them overcome some of the core problems they face. Let’s take a look at some common mistakes made with marketing automation, and some of their better alternatives. Mistake #1: You're Marketing to Actions, Not People Depending on how you do this and what your conditions are, it’s very possible that you're setting yourself up for failure. 1) Single actions rarely tell the whole story. 2) Some actions are tough to track accurately.
Take email opens for example. Think about your own email inbox. Reality Check: How to Tell if Your Marketing Content Is Actually Valuable. We marketing folk talk a whole heck of a lot about "creating valuable content. " In fact, a quick site search of our own blog turned up over 1,400 results for the term "valuable content" alone. And that doesn't even include the multitude of other variations of the phrase we've used, like "helpful content," "educational content," "remarkable content," or "quality content.
" But let's be honest with ourselves, marketers. Is our content actually helpful? Or is all this talk just lip service to the oft-cited "create remarkable content" inbound marketing credo? I think some of us might be coming down too hard on our content, while others are probably being too lenient. So I thought it might be good to create a checklist of sorts that we can refer to as a reality check when we're publishing content.
The Qualities of Truly Valuable Marketing Content 1) The topic addresses your target persona's needs and questions. 2) It's aligned with the reader's understanding of the subject matter. A Super Simple Explanation of Inbound Marketing [INFOGRAPHIC] As extreme inbound marketing advocates, we love when we see businesses drink the inbound marketing Kool-Aid, eat the inbound marketing dog food, sip the inbound marketing champagne, or just, you know -- adopt the inbound marketing methodology. And we love it even more when they evangelize it, as HubSpot Partner The Whole Brain Group has recently done with its new infographic featured below. So if you're just catching on to the concept of inbound marketing and are looking for a super simple explanation of how it compares to a more traditional marketing strategy -- and how a really effective inbound marketing strategy works -- take a few minutes to check out The Whole Brain Group's rundown.
(Click infographic to enlarge.) Do you plan to incorporate inbound marketing tactics into your overall marketing strategy?