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Matching Content to Your Buyer Personas

Posted by Greg Cawood on September 21, 2016 at 9:19 AM

We’ve talked quite a bit on this blog about the idea of buyer personas.

And with good reason: crafting a buyer persona is how you know who your audience is, and knowing your audience is crucial to inbound marketing.

A buyer persona is your version of your dream customer. You build them by conducting market research, and interviewing a group of existing customers to find out what makes them tick.

There’s a long list of questions you should ask in these interviews. If you’re not familiar with the buyer persona concept, make sure you brush up on these questions. A good marketing strategy requires at least two personas, which means you’ll need to do anywhere from six to 10 interviews.

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Topics: Inbound Marketing, personas

What is Inbound Marketing Web Design?

Posted by Greg Cawood on September 14, 2016 at 8:00 AM

The internet has been around long enough that we’ve come to think of websites from its early days the way we think of our parents’ basements from the 1970s: We picture the wood paneling, and we cringe.

Inbound marketing’s goal is to get a prospect’s attention and bring them to your website. But a clunky late ‘90s-style website may have the opposite effect, chasing potential customers away from a business. It may be that the site just isn’t aesthetically pleasing, or it may just be too busy.

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Topics: Web Marketing, Website Design

Buyer Personas, Customer Segments, and Why You Need Both

Posted by Greg Cawood on September 7, 2016 at 8:00 AM

We’ve talked a number of times in this space about the value of buyer personas. Today we’re going to discuss a different concept: customer segmentation.

We’ll take a look at how customer segments differ from buyer personas, and why it’s important to involve both in your marketing strategy.

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Topics: Inbound Marketing, personas, marketing strategy

Do You Have a Fall Marketing Strategy?

Posted by Greg Cawood on August 31, 2016 at 8:00 AM

We’re nearly three-quarters of the way through 2016. As you and your company turn your attention to the fourth quarter, it’s a good time to look at what marketing efforts have worked and which ones have fallen flat.

The last months of the year can be the right time to focus on the initiatives that resonated with your audience so you can produce new leads.

Let’s take a look at some of the ways to promote your company in the final stretch of the year.

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Topics: Inbound Marketing, website marketing, marketing strategy

Creating a Website Marketing Plan

Posted by Greg Cawood on August 18, 2016 at 8:30 AM

Imagine you traveled back in time and had to start a business in, say, 1966. Among the things you’d need to worry about: the way your storefront looked.

It’s fifty years later, and – assuming you own a brick-and-mortar business – you’re still concerned about the way your storefront looks. But because it’s 2016 and not 1966, you have a website. How does that look? It’s a virtual front door to your business, but how are you getting people across the threshold?

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Topics: Inbound Marketing, website marketing

How SEO and Inbound Marketing Work Together

Posted by Greg Cawood on August 10, 2016 at 8:30 AM

It’s a question we hear every so often:

“Inbound marketing? Is that anything like SEO?”

Well…yes and no.

The two concepts aren’t interchangeable. However, it’s fair to say that SEO – industry jargon for “search engine optimization” – is a major component of inbound marketing.

SEO and inbound work together to drive user engagement with the content that the inbound marketer wants to promote.

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Topics: SEO, Inbound Marketing, seo marketing

An Inbound Approach to Webpage Design

Posted by Greg Cawood on August 3, 2016 at 9:27 AM

At IQnection, our digital marketing team spends each day focused on one goal: getting people to our clients’ websites.

That means researching who the client’s audience is, creating great content that speaks to their customers and potential customers, making sure that content is filled with the right keywords for search engine optimization purposes, and promoting it on social media.

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Topics: Website Design, Inbound Marketing

Converting Website Visitors to Leads: Studying The Conversion Pathway

Posted by Justin Phillips on July 27, 2016 at 8:30 AM

“A fly on the wall...”

People use that phrase to imagine themselves witnessing or overhearing something interesting or valuable: “I’d love to have been a fly on the wall during that conversation.”

We can do a lot at IQnection, but we don’t have super fly powers.

What we do have is the ability –thanks to special tracking software – to get an inside glimpse at how prospects interact with our clients’ websites.

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Topics: Inbound Marketing, digital inbound marketing

Getting The Most From Your Trade Show

Posted by Greg Cawood on July 20, 2016 at 9:27 AM

It’s less than 24 hours since the trade show ended. You are back at your desk with a pile of business cards. You know that you need to contact the people that you met, but what should you say? How should you contact them? When is the right time?

We’ve put together the 6 things that you need to know, and do, to make the days following your trade show effective.

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Topics: Inbound Marketing, Manufacturing Marketing, Trade Show

4 Reasons Why Your Content Marketing is Falling Short

Posted by Greg Cawood on July 13, 2016 at 8:30 AM

More than three quarters of all business-to-consumer marketers use content marketing to promote their companies.

With business-to-business companies, the figure is even higher, close to 90 percent.

So if you’re reading this, there’s a good chance your business is using content marketing. But are you using it successfully? Many of the companies that have embraced content marketing say they haven’t come up with a proper strategy, or haven’t seen a benefit from their efforts.

With that in mind, we’re going to take a look at some of the reasons your content marketing may be falling short.

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Topics: Content Marketing, Inbound Marketing

Lots of No Shows at Your Event? We Have the Solution

Posted by Greg Cawood on July 7, 2016 at 9:13 AM

Think about the times you’ve seen a great speaker: they were funny, they were engaging, they taught you a new way to look at the world.

It’s frustrating, then, to engage the services of a great speaker for an event that only a handful of people attend. That’s why we’re going to talk today about some steps you can take to choose the right speaker for your next gathering.

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Topics: Seminars, Inbound Marketing, Speaking Engagements

Your Inbound Marketing Summer Reading List

Posted by Greg Cawood on June 29, 2016 at 10:53 AM

It seems like every year, one book becomes the summer’s “beach book,” the thing it seems like everyone is reading as they relax on the sand.

A few years ago, it was Gone Girl. Then The Girl on the Train. This year, we’re hearing a lot of buzz about a novel called The Girls. (There seems to be a pattern when it comes to naming literary thrillers.)

But sometimes, summer reading means work-related reading. So let’s take a trip back in time to your school days, where your English teachers would assign you books to read during your break. Here’s your inbound marketing summer reading list:

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Topics: Content Marketing, Inbound Marketing

Need a Speaker? We Can Help.

Posted by Paula Hynes on June 22, 2016 at 8:30 AM

Whether it’s across the country in San Francisco or right in our backyard, the IQnection team loves to travel around telling the story of inbound marketing.

We enjoy public speaking, and recently, our speakers have grown in number.

We are now collaborating with KP Jimmink, a seasoned marketing professional who has spent years in the pharmaceutical and medical device industries. His company, Digital Transformations, is regularly called upon to offer insights at conferences around the world.

He joins IQnection founders Greg Cawood and Robert Campbell, two entrepreneurs who have spent the last 16 years ago watching digital and inbound marketing evolve into a much more complex business.

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Topics: Speaking Engagements

IQnection Receives Hubspot’s Gold Partner Recognition

Posted by Paula Hynes on June 15, 2016 at 8:30 AM

From the Oscars to the Olympics to the little stars your teacher stuck on your tests, the color gold signifies one thing: “You’re among the best at what you do.”

That’s why IQnection is proud to announce that Hubspot – a world leader in inbound marketing and sales automation – has named us a Gold Agency Partner.

In doing so, Hubspot recognized our role as a marketing agency that’s leading the charge for inbound marketing.

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Topics: HubSpot

Why You Need a Responsive Website. Now

Posted by Greg Cawood on June 8, 2016 at 8:30 AM

They called it “Mobilegeddon.”

It was the name given to Google’s algorithm update in 2015 that favored sites in mobile search that had incorporated responsive design, ranking them ahead of sites that hadn’t made the switch.

Consider this “Son of Mobilegeddon”: Google says on its Webster Blog that it is “rolling out an update to mobile search results that increases the effect of the ranking signal to help our users find even more pages that are relevant and mobile-friendly.”

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Topics: Website Design, mobile marketing, Inbound Marketing

Is Inbound Marketing Right For Your Business?

Posted by Greg Cawood on June 1, 2016 at 8:00 AM

As we write this, there are 323,492,252 people in the United States, according to the Census Bureau’s population clock. Nearly all of those people are on the national Do Not Call Registry.

Why do we mention this?

Because when marketing experts talk about marketing, the Do Not Call list is something they point to illustrate why traditional marketing methods no longer work.  It’s an argument we’ve made ourselves in the past.

But rather than talking about why outbound marketing doesn’t work, we’ll use this post to look at inbound marketing and whether it’s right for your business.

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Topics: Inbound Marketing