Last August, I wrote an article about our initial experience with using HubSpot for inbound marketing. In late 2014, we made a fundamental shift in our agency and chose to use HubSpot as the platform to manage inbound marketing for ourselves and our clients. If you missed it, you can read the full article here.This month, we achieved a milestone by being recognized as a Gold Tier partner agency with HubSpot. It’s a significant achievement for us, so I thought I would take this opportunity to provide an update on our journey.
Recent Posts by Doug Fowler
The internet marketing industry can sometimes seem like this filmy, gossamer-like field that doesn't quite fit with the rest of the business world. Nestled somewhere between the fast-paced nature of the tech industry and the fast-talking salesmen of the marketing industry, the buzzwords and "tech-speech" can leave you wondering... "What does my internet marketing company really DO?"
Internet Marketing then, means using your website to sell your product or service. You might think that your website does that on its own, but does it? Does your site capture the attention of potential buyers and guide them along to the point of spending money? How do these potential customers even get to your site in the first place?
Over the last couple of weeks, I've read a lot of articles from "inbound marketing experts" describing huge shifts in inbound marketing for 2016. Granted, there is plenty of change going on and it is coming at a rapid pace. However, much of what worked in 2015 is still highly relevant in 2016, and it really depends on who you are targeting.
Before you can answer this question, you need to understand the New Buyer Mentality. The basic concept of the new buyer mentality is quite simple. People have changed the way they make buying decisions. The Zero Moment is that exact moment when someone has a need or question they want answered online. For B2B companies, over 70% of buying decisions are made prior to ever contacting a company.
A good landing page needs to target one primary action. Leading visitors to your Home page, for instance, can prove confusing. The visitor might have been searching for information on a particular product or service.
Unless your Home page immediately offers information related to that keyword search, it is likely to leave your visitor confused. More often than not, this will result in a quick exit from your website, and thereby, a missed opportunity for you.
You need to be very clear about what you want your visitor to do once they land on your website. Only then can you increase the possibility of converting your traffic into actionable leads.
One of the biggest challenges we face as an Inbound Marketing agency is getting business owners and CEOs to understand the fundamentals of what we do and why it’s important to their business.
Is trying to maintain your marketing plan like trying to drink from a firehose? Many companies we talk with have either an in-house Marketing Manager or a Marketing Admin. These Marketing people are usually responsible for the company's overall marketing and brand strategy, both online and offline. In most cases, they are doing bits and pieces with internet marketing, but they really aren't able to pull together the integrated, comprehensive solution that the business needs. Just imagine, though, what your business could do if you had a whole team of these people!
Don't click away just yet!
Why You Need A Marketing Department
Many business owners and executives understand they need a website, but they often do not understand all of the other components of an inbound marketing strategy. So, they do a search on Google for something like "web design Greenville SC", find us and reach out if they think we might be a good option. Nearly 30% of the leads we get through organic search come from prospects thinking they just need a website.
Perhaps one of the biggest factors to keeping visitors on your website is having a good, solid navigation system that supports all search preferences. In fact, more than three-quarters of survey respondents from a recent HubSpot study say that the most important element in website design is ease in finding information.
If people can’t find what they are looking for, they will give up and leave.
I recently had a meeting with a prospective client that led to an interesting conversation on the value of a website. More specifically, what is the value of a website visitor and lead? We worked through some calculations and were able to determine some interesting numbers.