Posts in inbound-marketing

Content Marketing and Storytelling: True Love Forever


In my last post, I asked a pretty short question with a long answer - does a small business need a digital marketing strategy?

My answer was a pretty emphatic yes, every business needs a marketing strategy! Storytelling is one marketing strategy that really works for small businesses.

Ask yourself — what's your story? We don't necessarily mean that you should be telling every potential client or customer about your early years building tree houses in your backyard — instead, we're talking about the narrative for your small business (for example, here's ours!). We're talking not about your what or how, but about your why.

In an increasingly-connected global marketplace, your potential customers want to connect with you. One of the best ways to build that authentic personal connection that is the foundation of a successful Inbound Marketing strategy is telling your prospects and current customers your story.

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

Does a Small Business Need a Digital Marketing Strategy?


Are you a small business owner feeling swamped by all the well-meaning marketing advice online? We totally get it. It can feel like every digital marketing agency out there is ready to elbow each other aside to answer your most common marketing questions, but they're less interested in whether or not those answers actually help you. 

Small businesses sometimes succeed on a wing and a prayer, but it helps to know where those wings are taking you, too. Which is why we've put together a blog that's not a sales pitch. It's just an answer to one simple question:

Does a small business need a marketing strategy?

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Posted by Katherine Faulk on May 7, 2018 in Inbound Marketing | 0 Comments

VIDEO: Buyer Personas And How to Sell Expensive Products


Most of the information you'll find online about Buyer Personas, Inbound Marketing techniques, and digital marketing strategy seems to focus primarily either on B2C industries like retail shopping and restaurants, or it's geared towards high-level B2B marketing like IT support for corporations.

There's one set of industry categories being totally left out in the cold: Inbound Marketing for luxury products.

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Posted by Katherine Faulk on March 29, 2018 in Inbound 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

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

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 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

4 Digital Marketing Tactics for Manufacturing Companies


Many manufacturing companies use traditional marketing, word of mouth, and trade shows to reach new prospects. These tactics may still work, but there's a problem: B2B buyers spend more than 70% of their time doing research online before ever contacting a company.

B2B buyers are more educated about options and solutions than ever before due to the vast amount of information at their fingertips via the internet. Plus, they can do all this research on their own schedule. What we're saying is they are in control of the sales process before you even know they exist.

Key Takeaway for B2B Manufacturing Companies: If you have a limited online presence, then you're missing out on a huge opportunity. You likely have no idea how much opportunity is passing you by. We see it time and again with manufacturing clients that we partner with.

So, let’s look at four best practices that allow companies to leverage the power of inbound marketing.

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Posted by Doug Fowler on November 16, 2017 in Digital Marketing, Inbound Marketing | 0 Comments

Inbound Marketing Is Not A Crockpot: How Reporting and Analysis Are Crucial To Inbound Marketing


We’ve talked a lot recently about all the work that goes into Inbound Marketing, from the initial research and strategy development to actually executing all the many, many moving pieces. One thing we’ve alluded to, but not really discussed yet, is analysis, reporting, and adjustment.

Inbound Marketing relies heavily on marketing automation, so it may seem a bit paradoxical to have to stay so hands-on throughout the entire process, but the reality of the situation is that Inbound Marketing is not a Crock-Pot—there is no set-it-and-forget-it option!

Reporting and analysis are vital parts of your marketing strategy—parts that are easy to overlook—and they are the corners that are the easiest to cut when your marketing manager is overwhelmed.

You can drive and drive all day long, but if you’re not following your map, you could have taken a wrong turn 6 hours ago and ended up somewhere completely different from your intended destination—and you’ve wasted a lot of time and gas.

Inbound Marketing works the same way. You can spend tons of time developing personas, identifying goals, and creating and executing a strategy, but if you’re not generating the leads, then all that time and effort is wasted.

To keep your marketing strategy rolling on the track that will accomplish your goals, you must stop and evaluate your progress at regular intervals, figure out what’s working and what isn’t, and adjust your strategy.

The following issues are signs that you need to correct your course before you go too far off track:

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Posted by Erin Durham on October 26, 2017 in Inbound Marketing | 0 Comments