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Inbound Marketing Fundamentals - Content That Matches The Buyer's Journey?

Posted by Greg Cawood on September 2, 2015 at 8:30 AM

Content is to inbound marketing as oxygen is to humans: the latter can’t exist without the former.

Your inbound marketing strategy needs content to draw people in at every stage of the buyer’s journey.

As we discussed in an earlier post, the buyer’s journey is the three-stage research process that a potential customer uses before deciding to purchase your product or service. Those three stages are awareness, consideration, and decision.

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Topics: Inbound Marketing

Inbound Marketing Fundamentals - What Are SMART Goals?

Posted by Greg Cawood on August 31, 2015 at 9:00 AM

You might have some smart ideas for your next inbound marketing campaign. But have you set SMART goals?

The two things go hand in hand.

SMART in this case is an acronym. It means that you’ve set Specific (S) and Measurable (M) goals that are both Attainable (A), Realistic (R), and Time-bound (T).

Let’s take a closer look at how that works:

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Topics: Inbound Marketing

Inbound Marketing Fundamentals - What is the Buyer's Journey?

Posted by Greg Cawood on August 27, 2015 at 9:00 AM

“The Buyer’s Journey.” It sounds kind of epic, doesn’t it? The type of thing that – with an unlimited budget – we could illustrate with a rock opera or a cartoon.

Instead, we’ll save you time and save us time and money by explaining the concept of the buyer’s journey in less than 600 words.

What is the Buyer’s Journey?

The buyer’s journey is the three-stage research process that a potential customer uses before making a purchase.

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Topics: Inbound Marketing

Inbound Marketing Fundamentals - What is a Buyer Persona?

Posted by Greg Cawood on August 25, 2015 at 9:58 AM

Think about the last book you enjoyed. Maybe it one of those quick-to-read potboilers they sell at the airport. Or was it a rich historical saga, the type of thing that makes critics’ best-of-the-year list.

Both types of books connect with readers, in part because their authors tailored their work according to the audience. Wolf Hall wouldn’t be Wolf Hall if it was written like a Tom Clancy thriller, and vice versa.

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Topics: Inbound Marketing

How Inbound Marketing Can Improve Your Employees Performance

Posted by Greg Cawood on August 18, 2015 at 8:30 AM

We’ve talked often about how inbound marketing helps manufacturers reach new customers. But today we’re taking a different path: how inbound marketing can make your company be better at what it already does.

Here are five ways that the principles of inbound marketing can lead to a more innovative, responsive company:

1. You’ll Get More Insight Into Your Customers.

Analytical Andy. Sadie Sales. Bill the Buyer.

These are buyer personas, the data-driven characters you’ve created to help you understand your audience, their wants, needs and concerns.

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Topics: Inbound Marketing

5 Types of Email Marketing Your Manufacturing Company Needs

Posted by Greg Cawood on August 13, 2015 at 11:30 AM

How many people in the world use e-mail?

More than the number of people living in China and India – the world’s two most populous countries – combined.

That gives businesses 2.5 billion reasons to consider e-mail as a marketing tool. In order to save time and space, we’ll just focus on six reasons:

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Topics: Inbound Marketing, Manufacturing Marketing

Is Your Manufacturing Website Mobile Friendly? Google Says It Better Be

Posted by Greg Cawood on August 11, 2015 at 10:14 AM

If your manufacturing website isn’t friendly to mobile users, you run the risk of not being found.

But don’t take our word for it. Ask Google.

Earlier this year, Google announced that it would start giving more emphasis to a website’s mobile-friendliness as a ranking signal.

“When it comes to search on mobile devices, users should get the most relevant and timely results, no matter if the information lives on mobile-friendly web pages or apps,” Google said on its Webmaster Central blog in February.

In April, it made this change official.

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Topics: Inbound Marketing, Manufacturing Marketing

Why Manufacturing Companies Shouldn't Ignore Inbound Marketing

Posted by Greg Cawood on August 6, 2015 at 8:30 AM

Do you think inbound marketing doesn’t matter?

Consider your DVR.

Do you watch the ads that are recorded along with your favorite show, or do you fast-forward through them?

Studies show that 86 percent of people skip TV commercials. It’s one of several signs that consumers are turning away from traditional outbound marketing methods:

  • More than 90 percent of cold calls don’t work, according to the Harvard Business Review. It also costs more than other methods, and yields meetings less than two percent of the time.
  • More than 200 million Americans are on the National “Do Not Call” registry.
  • 44 percent of direct mail never gets opened.
  • 84 percent of people between 25 and 34 have stopped using a favorite website because of intrusive ads.
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Topics: Inbound Marketing, Manufacturing Marketing





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