All posts tagged: eBook

How to Crush Inbound Marketing Like a Boss

Inbound marketing is out of the infancy stage. While you might have to define exactly what it is to your grandmother, even she has, perhaps unknowingly, been influenced by inbound. In fact, everyone who has read a blog, watched a YouTube video, or stumbled upon a “suggested post” in their Facebook feed, has been the target of inbound marketing.
To be sure, there have been some changes along the way. Pinterest is no longer a virgin platform, new Facebook policies are almost a daily occurrence, and analytics are only hindered by your own indecision to choose among a vast array of apps and CRMs that promise you the best of the best.

One thing that hasn’t changed is the ideology of inbound: To make marketing people love. How do you do this and score an awesome ROI? Let’s check out how.

5 Ways to Set Up for Inbound Marketing Success

When HubSpot sent out its annual State of Inbound survey, nearly 4,000 people from more than 150 countries responded. While the organizations, cultures, and characteristics of respondents varied widely, their answers about how to make a success of inbound were beautifully harmonious.

SOIM15-cover (1)1. Using Automation Software Is Not Optional

Of those respondents who used marketing automation software, 51% saw an increase in their ROI. Granted, those who didn’t use the software still saw a 41% increase in their ROI over the previous year. However, who doesn’t want a 10% increase on their return on investment?

The lesson? If you’re going to practice inbound, you must integrate automation software.

2. Get Involved in the Sales Software Decision-Making Process

If you’re a marketer, how do you get more money in your budget? It’s simple: You participate in the decision making process when picking out sales software.

In fact, HubSpot discovered that 11% of marketers are more likely to receive budget increases when they’re involved in the decision of which software to integrate.

This only makes sense, since the lines between sales and marketing are getting more and more blurred. Inbound marketers have specific needs that the sales department may not view as important until the facts and figures start rolling in, and then the sales department suddenly becomes a huge fan of inbound.

3. Get a Little OCD About Checking Your Metrics

computer-767776_1280You may think you’re rocking a stellar marketing campaign, but hard-core numbers might disagree with you. How will you know unless you check your metrics regularly?

HubSpot reports that marketers who check their metrics three or more times per week are 20% more likely to see an increase in their ROI.

By checking your data several times per week, you will be better equipped to discern:

  • What topics are relevant to your fans
  • When your audience is likely to engage online
  • Which platforms are most successful for your brand
  • Who should be the target of your next campaign: strangers, prospects, or current customers

4. Secure Your Budget

In a nutshell, the more you have, the more you’ll have. Marketing departments that start their fiscal year with slim budgets are much less likely to see increases in their budgets the following year.

Blame it on poor ROI, perhaps. You get out of your marketing efforts whatever you put into it. And whether the big boss is 10 floors up in a cushy corner office, or you’re the sole proprietor, a solid ROI is what will motivate a budget increase.

One of the best ways to secure your budget is to apply something we’ve already touched on: use metrics to show that what the marketing department is doing is having a positive impact on the health and well-being of the business.

5. Form an Alliance with the Sales Department

office-336368_1920When sales and marketing are aligned, magical things can happen in the inbound world. Okay, maybe not magical, but pretty impressive.

Of the marketers that were surveyed by HubSpot, those that had a formal SLA (service level agreement), experienced a greater ROI and received increases in their budgets. In addition, sales departments were more likely to expand. Band together and you’ll see success!

Yes, inbound has grown leaps and (ahem…) bounds since its inception. It has proven its efficacy across the board — in the B2C and B2B communities, as well as in the non-profit sector, so much so that 3 out of 4 marketers now take an inbound approach to marketing. The days of using cold calls and direct advertisements as the only means of driving leads are long behind us — especially since inbound marketing yields a greater ROI.

Inbound marketers know that they’re in it for the long haul. It’s a good thing, too, because, today’s buyers take their time in making decisions. Knowing this, the best inbound marketers stay on top of the trends and  provide great content to guide their leads in the journey from stranger to promoter. In short, they do what they do best — create awesome marketing that people love.



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Download Our New eBook ‘17 Myths about SEO Debunked’

Search engine optimization has been around since the mid-1990s when web designers began to catalog their sites for the new search engines. While it used to be a much more complicated process, there are still some archaic myths out in the market that no longer need to be used for SEO in 2015.

SEO seems to morph into a new beast with each algorithm update. Each of these updates seems to create another practice that is outdated and no longer necessary. The field has changed a lot in the last 20 years; however, there are a lot of misconceptions as to what SEO is and how it can (and can’t) benefit your company. Our new book ’17 Myths about SEO Debunked’ helps clear up some of the miscommunication.

blank page ebook reader on book on wooden background

blank page ebook reader on book on wooden background

This book busts many myths about SEO, one of which is determining the necessity of Google Authorship as an SEO marketing strategy. Let’s take a look at the first myth in ’17 Myths About SEO Debunked’ before you download the book the check out the remaining 16 myths.

What Google Authorship Was

While Google Authorship was technically an experiment, the program was the ‘it’ word for SEO strategy during its three years of existence.

With Google Authorship, the author’s information, such as the byline and a picture, would appear next to the article’s headline and would be part of the search results. The more content the author created and attributed to his name, the more ‘trustworthy’ he was to Google and thus the higher his content would appear in the search rank.

Why Google Authorship is No More

There have been a number of Google projects that have not met Google’s standards and saw an early death. This is exactly what happened to Google Authorship. Google is all about the data and when they saw the low adoption from both webmasters and users, the search company decided to pull the plug on the whole project.

Hubspot section editor, Ginny Soskey, says ‘the most interesting part of this whole story is that Google+ posts from your connections will now look like Authorship did — so this change might be an aggressive ploy to get more and more people on Google+.’

With Google Authorship in the past it will be interesting to see how Google continues to push users to Google+, it’s social networking platform. Time will have to tell.

16 Additional Myths about SEO

If you talk to anyone who’s bread and butter is SEO, they can probably recite the quote ‘the only thing that doesn’t change in life is change itself.’ Google Authorship is a prime example of that. SEO is an ever-changing field and requires a full understanding of the major decision makers within the field and how they affect your marketing strategy.

This book is an important read as you navigate the world of SEO. It will help you answer the following questions (and 12 more):

  • Do I have to submit my site to Google?
  • Should I worry about links or content?
  • Can’t my IT department do my SEO?
  • Do I need more pages on my website to rank higher?

This ebook is an excellent way to make sure your SEO marketing strategy isn’t in the dark ages. With each new algorithm, SEO changes its shape – it morphs into a new beast that needs to be mastered. Make sure you’re using the correct tools to get the job done.

Our new ebook is free to download, but if you need any help implementing a new SEO strategy, Seapoint Digital is here to help.

17 Seo Myths

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