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How to Create and Incorporate Bottom-of-the-Funnel Content Into Your Content Strategy

Bottom-of-the-funnel or decision-stage content is the content that brands can use to finally talk about themselves and how they are best positioned to solve the challenges of their buyer. During the decision stage, potential buyers are looking to evaluate and compare specific products or solutions and the companies who provide them. Up until this point in their buyers journey, the prospect wasn’t ready to review this kind of information. And sending decision-stage to prospects before they’re interested will likely get you ignored, or even worse, annoy them!

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Are You Using the Most Effective Lead Nurturing Techniques in Your Business?

Not all leads are sales-ready after the first conversion. According to Marketo, approximately 96% of visitors that come to your website are not ready to buy. Instead, they’re more likely to be in the early stages of their buying journey - simply gathering information to define their problem and identifying possible solutions. You don’t want to lose a valuable lead simply because they’re not ready to buy, so what can you do? Using effective lead nurturing techniques, you can build a relationship with your prospects, positioning your brand as their trusted adviser. When they’re finally ready to make a purchase, you’ll be top of mind.

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How to Convert Your Website Visitors into High-Quality, Sales-Ready Leads

The second phase of the inbound marketing methodology is known as "Convert". Once you’ve attracted the right kinds of visitors to your website using inbound marketing, you need to decide what action you want them to take next.

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How Landing Pages Have Evolved In 2018

Landing pages are a perennial topic for marketers, and as 2018 is more than halfway over, it’s the perfect time to examine what companies have been doing recently to improve their landing page design.

Of course, best practices are slow to change, but we’ve noticed a few particular trends this year (both good and bad!) that companies should note.  

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Content Marketing is More Than an Editorial Calendar

Content marketing generates three times the leads of outbound marketing at 62% of the cost. With that kind of incentive, it’s no wonder that content creation has become such a central facet of modern marketing. Before you jump into the fray, however, you’re going to want a solid content strategy.

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How to Attract and Engage Website Visitors Using Inbound Marketing

While the thought of attracting traffic to your website may seem daunting, it’s really not that hard to do if you approach your content strategy using inbound marketing. With inbound marketing, you can attract and engage with the right kinds of prospects on your website. In fact, according to HubSpot, for companies exceeding their revenue goals, 70% report attracting more than 10,000 visitors per month.

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Permission-Based Marketing: Only if You Ask Nicely

Remember the rapturous joy you felt last time you were contacted by a telemarketer? Sure, you were stretched thin at work, and your home life landed somewhere between Hurricane Katrina and Bosnia circa 1995, but – get this – you might be overpaying for your family minutes!

Ok, take a deep breath.

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Considerations on Content Length

Eighty percent of people will only read the headline or first few lines of an article and move on. So, with that in mind, keep your content to the point and have a nice day.

Ok, headlines matter. That doesn’t come as much of a surprise to anyone, but the reality is that people have different expectations of the content that they engage with. Target market, industry, and the nature of the content all factor into the expectations users have about length. Context is key. So with that in mind, here are several key considerations about content length.

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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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