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What is inbound marketing?

 

Even if you’ve never heard the term inbound marketing, you’ve almost certainly seen it in action.

Imagine going to Best Buy to pick out a new laptop. As you’re deciding between a couple options, a sales rep walks up and starts going on about how great laptop “A” is. It has incredible features! Look at the crystal clear HD display! You’ll die before the battery does!

But you aren’t listening. You’re not interested in being sold to—you’re not even sure what you want yet!

At this point, you’re more interested in discovering what options are available. You ditch the rep and notice that laptop B has a digital kiosk that explains the product’s benefits. You spend some time watching the videos, learning about the product, and forming a decision on your own.

You’re not ready to buy today, but as you leave the store, you’re struck by the difference in the two experiences:

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How to Develop a Negative Buyer Persona

We hate to be a Negative Nancy, but not all clients are great. Some clients think they have the budget to invest in their website project and then don’t. Others miss every deadline we give them (we can’t build a website without copy, images and the go-ahead on design decisions). A few are even verbally combative and think it’s okay to behave that way because they are paying us.

 

We recommend developing buyer personas – a fictional representation of your ideal client. And we also recommend developing a negative buyer persona – a fictional representation of the clients that benefit your business the least.

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Email Marketing 2018: Everything You Need to Know


A lot of marketers mistakenly believe email marketing is dead. The reality is quite the opposite. Email remains a strong, reliable and profitable way to grow business. Constant Contact reports that for every $1 spent on an email marketing campaign, the ROI is $38.


With an ROI like that, more marketers should be focused on email. Here are the best ways to ensure 2018 email marketing success.

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Why your Business Needs to Use Social Media

When clients hire us to do their inbound marketing, a startling number of them say, “We don’t use social media.” Or, “Our clients aren’t on social media.” Or, “Our clients are on LinkedIn, but not Twitter.”


Your clients are on social media and you need to be using social media to reach them. And this is why.

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What Does Twitter’s New 280 Character Count Mean for Marketers?

Yesterday, Twitter announced on its blog the character count limit would increase for everyone from 140 to 280. They began testing the higher character limit and found it did not drastically alter the way people use Twitter, which is popular for its brevity.

When testing began in September, marketers naturally began to wonder how this would affect the way we talk to audiences on social media. With literally DOUBLE the text, would our message be diluted by half?

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Google to Begin Mobile-First Indexing

 

 

More than half of all internet usage happens on mobile devices and since Google rewards websites that have a great UI/UX experience, it is not surprising they are looking a lot harder at the mobile version of a website and asking, “Is it up to snuff?”

 

A website with no mobile formatting leads to a weird and cattywampus mobile experience, so Google began placing a greater emphasis on “mobile-friendly” websites in 2015, ranking them higher than unresponsive websites. And, as we learned at HubSpot’s Inbound 2017, experts predict 80% of all internet usage will be mobile by 2019.

 

Mobile-first indexing is in testing, so let’s get ready by looking at how responsive design and mobile-first design are different and how your business may be affected by it.

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How to Write a Great Call-to-Action

A poorly written or poorly placed call-to-action (CTA) can be the kiss of death on an otherwise perfectly-planned marketing campaign. All the great copy you have written only goes so far if your CTA does not elicit a response. Not to mention a lot of users skim the page, looking specifically for the CTA to tell them what the page is about. Use the CTA to grab them!


We want you to be successful in your marketing efforts, so we are outlining the parts of a CTA you cannot overlook and how to use them strategically.

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How to Become a Better Marketing Content Writer

Posted on July 26, 2017 by Janice Wood

The news is out – content is king. Everyone is writing, posting to social media and gating their content. Inbound marketers are using those outlets to find and woo their ideal buyer persona.

Sometimes, the content we are posting is great. Other times, it's the exact same thing someone else just posted or what we’ve written is bad. Typo bad. Run-on sentence bad. Tired and boring bad. Hard to read bad. Too casual and filled with slang bad.

We recently had an internal blogging contest, where we encouraged the members of our team to create a topic specific to their job role and to take a shot at writing it up. Even if they can’t write. And, here is an insight – they’ve been our best-performing blogs to date.

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5 Reasons to Hire an Inbound Marketing Agency

Posted on July 24, 2017 by Janice Wood

Back in the day, when kids wanted to make some pocket change for the summer, all they needed was a jug of lemonade, a Sharpie, a piece of cardboard, and their adorable little smiles. Talk about a slice of Americana. Unfortunately for little Billy, times have changed. If he’s looking to make enough for that new bike, he’d better be on top of his social media game. Where’s the Instagram account for Billy’s Lemonade Stand? Is he even paying attention to the Yelp reviews? What’s going on with his analytics? Does he have the slightest idea about SEO best practices?

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Why Buyer Personas Are Important for Inbound Marketing

Posted on July 21, 2017 by Janice Wood

When people talk about inbound marketing, they tend to focus on creating content and generating social media buzz. While blogging and social media engagement are both important building blocks that make up a good inbound campaign, they’re not the only components that should make up an inbound marketing strategy.

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