Category Archives for Content Marketing

Landing Pages 101

The term landing page refers to an important tool that is specific to Inbound Marketing. Landing pages are the heart of the conversion process, where you turn a visitor into a lead. Landing pages are like digital sales reps that work 24/7.
There are several main elements of a landing page:

It is used for gaining a visitor’s (and potential customer’s) information.

It has a clear content offer. An offer is something offered by an organization that has perceived value to website visitors other than the core products or services the organization sells. It should be in line with what your buyer personas want and need in each stage of the buyer’s journey.

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The Power of SMART Marketing Goals

According to Heidi Cohen there are 72 definitions of marketing. Heidi further asserts that “marketing comes in a wide variety of flavors based on audience, media platform and business in today’s evolving and dynamic marketplace.”

For the purposes of this article I like Miriam-Webster’s definition: “The process or technique of promoting, selling and distributing a product or service.”

Companies who are successful in business and create revenue for themselves almost always start with a marketing plan.

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3 Lead Nurturing Mistakes That Might Cost You Potential Customers

Lead nurturing simply means helping potential customers move through the sales process so that they ultimately become customers and promoters of your brand. Lead nurturing begins right after lead generation—once you acquire a new lead, you can’t just immediately send them to the sales team. In fact, 50% of leads are qualified but not yet ready to buy. Thus, you need to familiarize yourself with your leads while they simultaneously gain interest and trust in your organization. In order to successfully nurture your leads, it is important to avoid these three major pitfalls:

NOT doing your research.
If you just start sending generic, mass emails or content to your brand new leads, you could alienate and ultimately lose them. You need to provide content and information that are relevant to them, which requires understanding your potential customer as much as possible. What challenges are they facing? What are they interested in?

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Seven Blogging Myths Debunked

BLOGGING—it started as a platform for discussing political ideas, sharing personal anecdotes, and accessing news updates, and has now become a permanent and ubiquitous element of business and marketing.

There’s good reason for it—marketers who have prioritized blogging are 13x more likely to enjoy positive ROI (Source: Hubspot). Although it is so central to this field, many marketers and writers hold assumptions that are not true to the facts on blogging and may actually be hurting their efforts.

That’s why this post is focused on debunking some popular, widely-held beliefs on blogging:

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Prospecting for New Business on The Phone

If you don’t enjoy searching for prospects on the phone, you could have a tough time in sales.

Learning how to get someone’s attention and hold it while discussing new business opportunities without being in their presence, is a skill that salespeople in every industry must develop.

The infographic in this blog post designed by The Gap Partnership covers a whole host of elements involved in selling over the phone, including pre-call preparation, when is the best time to call, three forms of nonverbal communication that influence a caller,and how to end a call.

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Google’s Website Ranking Update–How Will It Affect You?

As of yesterday, we are in the midst of “Mobilegeddon”—Google’s major update to their website-ranking algorithm that is based on whether your website is fully optimized for mobile.

A few months ago, Google put out a statement about it, saying:

“Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.”

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Google’s Website Ranking Update–How Will It Affect You?

As of yesterday, we are in the midst of “Mobilegeddon”—Google’s major update to their website-ranking algorithm that is based on whether your website is fully optimized for mobile.  A few months ago, Google put out a statement about it, saying: “Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. […]

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7 Steps for Successful Inbound Marketing Calls-To-Action

Attracting visitors to your website is the first step in the Inbound Marketing Methodology. Once you have it working for you, then you need to move to the second stage of the methodology which is convert—at this stage you want to ask people to connect with your institution and then turn them from strangers into supporters.

You do this by collecting people’s names and email addresses, using calls-to-action (CTA), landing pages and forms.

Calls-to-action drive deeper engagement with existing supporters and they inspire advocacy across your entire constituency through the third and fourth stages (Close and Delight) of the Inbound Methodology.

In this blog post, we will review best practices for when and where to use CTAs, plus strategies for improving conversions.

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Why Colleges and Universities Should Start Using Inbound Marketing

Marketing for higher education has always been a tough battle. In recent years, however, it has become even more difficult as audiences use an ever-growing number of communication channels and traditional marketing techniques become ineffective. This is where inbound marketing comes into play. We’ve already covered the basics of inbound marketing here, and now it’s time to apply it to higher education.
Instead of selling a college or university education through traditional advertising methods that you push out to a target audience, you produce and publish a range of content that people want to find—because it provides real value to them and meets their immediate needs. Inbound means you are marketing with a magnet—attracting your audience by offering them what they are looking for in the form of great, relevant content. Then you distribute the content to make it available for them to find and learn from.

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Some Insights on Marketing to Millennials in Colorado

Millennials, also known as the Millennial Generation or Generation Y, are the demographic following Generation X, which is the generation born after the World War II baby boomer generation.

There are no precise dates when the Millennial Generation starts and ends; however, it is generally accepted that the birth years range from early 1980’s to the early 2000’s.

Millennials are sometimes called Echo Boomers, which is a term meant to describe this generation’s size relative to the Baby Boomer Generation.

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