Does Personalized Content Work for B2B Marketing?



Inbound Marketing sites often helpfully provide lots of advice on using personalized content for Business-to-Consumer industries—like retail shopping or restaurants—which is great for those businesses, but what about B2B?

There are big differences in what B2B prospects prioritize when it comes to their purchasing decisions, but that doesn't mean you should abandon the "personal touch!"

How can you successfully personalize B2B marketing? Let's take a look.

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Posted by Katherine Faulk on March 22, 2018 in b2b marketing | 0 Comments

3 Things You Didn't Know About Inbound Marketing for Luxury products



While the Inbound Methodology is invaluable for many products and services at just about every potential price point, Inbound marketing for luxury products definitely calls for a different frame of mind.

Luxury isn't required for meeting your basic needs. It's more of an investment in a person's lifestyle and happiness. Think of the difference between your average little charcoal grill and a fully-equipped outdoor kitchen. You might not require that outdoor kitchen area, but it allows you to entertain effortlessly in comfort and style.

While only 15% of customers would describe themselves as loyal to a specific brand or company, that small percentage of potential customers could be responsible for up to as much as 70% of your sales. When thinking about how to sell a luxury product through Inbound Marketing, there are a few facts you might find surprising:

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Posted by Katherine Faulk on March 8, 2018 in Inbound Marketing | 0 Comments

How to Sell a Luxury Product Through Inbound Marketing


Trying to sell an expensive product or service, but you're having some trouble finding buyers? It might not be the price you're charging. In fact, research into Inbound Marketing for luxury products has shown that quality and value are the first things that consumers are looking for, and price increases alongside simultaneous improvements to quality have actually boosted marketing impact for brands in the past.

While we're not exactly suggesting you charge more right away, we are saying to take a closer look into the behavior and thought processes involved in the choice to purchase a luxury product or service, and tailor your digital marketing strategy to fit what works.

Here are four expert tips for marketing luxury products online:

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Posted by Katherine Faulk on February 27, 2018 in Inbound Marketing | 0 Comments

How To Leverage Remarketing and Retargeting To Keep On Winning the ZMOT


So you implemented a content marketing strategy and you’re starting to catch your prospects at the Zero Moment of Truth. The problem is, your product or service is a big purchase, and it almost always takes a prospect several months to choose a vendor… or even reach out for some information.

What can you be doing in the meantime to keep your brand top of mind with a prospect who is in the beginning stages of research? They’re not ready to be sold to, and they haven’t even downloaded any of your premium content. In fact, they may not have done anything more than visit your website and look around a little bit. 

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Posted by Doug Fowler on February 13, 2018 in Internet Marketing, PPC Advertising, Digital Marketing | 0 Comments

4 Mistakes To Avoid When Building Buyer Personas


We’ve mentioned before the importance of buyer personas when building your inbound marketing plan. In short, a buyer persona is a semi-fictional construct of the type of buyer or buyers you’re marketing to. They’re easy to put together — you can find templates for building them on Hubspot for free — and will give you a much better and more focused way to look at marketing strategies from the ground up.

Buyer Personas are fairly simple to put together and we've talked before about how to put them together, we've learned the hard way that it's easy to make some common mistakes that will end up wasting time in the long run. Here are a few common mistakes to avoid when building your buyer personas.

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Posted by Katherine Faulk on February 8, 2018 in Internet Marketing, Inbound Marketing | 0 Comments

5 Ways I Know Your Website Design Doesn't Do the Job for You


As a digital marketing company, we look at websites all day every day. Some websites are great, some are abysmal, and most are somewhere in between.

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Posted by Erin Durham on February 7, 2018 in Web Design | 0 Comments

Your Marketing Strategy Won't Work Without This Step


So you’ve started building your content marketing strategy, and you think you’ve got it all pulled together. You know what product or service you're hoping to sell, you've set up your story, and you know what social media platforms you're looking to use. You've set up your Instagram account, and you’ve brainstormed a list of blog topics based on keywords you need to target.  

You’re ready to start writing and watch the leads roll in!

Here’s the question I have for you:

Who are you talking to?

Oh I know — you’re talking to your readers. Your target market. The people who are interested in the solution you provide.

But who are they?

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Posted by Erin Durham on February 5, 2018 in Inbound Marketing | 0 Comments

The Business Owner's Guide to Reaching the Zero Moment of Truth


Many companies resist the idea that they should outsource their marketing department, believing that no one outside the company could possibly understand their business as well as they do. 

We totally get it - you're the expert on what you do! That expertise is, after all, why your company is the best option your prospects have for finding the product or service to solve their particular problem. 

Unfortunately, this "we stand alone" belief can get some businesses into hot water. The business owner may try to handle content production on their own, or hire a single marketing manager and expect them to handle all of the marketing initiatives for the whole company! That's three to five jobs rolled into one, and it can lead to substandard content production or employee burnout.

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Posted by Erin Durham on February 2, 2018 in Digital Marketing | 0 Comments

The Emergence Of The ZMOT


The Tale Of ZMOT, FMOT, and SMOT

Unfettered access to information has forever changed the way consumers make their buying decisions. This means that if they change the way they choose a product, the way you sell a product should also change.

According to Google research, 88% of US customers are researching online before actually buying the product. Instead of hoping to catch your buyers in the last phase of the buyer’s journey, you should now be a part of that journey from the very beginning, at the Zero Moment of Truth.

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Posted by Erin Durham on February 1, 2018 in Digital Marketing, Inbound Marketing, Storytelling, new buyer mentality | 0 Comments

Crafting a Content Strategy That's Smart


There are two ways to produce content — sporadically or strategically. While there's a lot of freedom in sporadically creating content based on whatever comes to mind in the moment, treating content this way is like planting a garden based on whatever seed packets your hands happen to grab. You're getting the job done by planting a garden, but you have no result predictions or goals.

There's a better, smarter way, and we want to help you find it. Planning and strategizing is what sets engaging content apart from aimless content. A plan helps you produce marketing material that makes sense in its timing, its placement, and to its audience. Ready to start getting smart? Let's go.

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Posted by Heidi Willard on January 30, 2018 | 0 Comments