Two Personas Every Marketer Should Care About, Even if They Never Buy
APRIL 30, 2013
At HubSpot we talk about personas a lot. That''s because inbound marketing is really about creating persona-driven marketing that helps you engage with your dream customers in the channels they are most comfortable in. When discussing personas, we usually talk about buyer personas and how identifying them can help you create marketing people really love.
9 Strategies for Improving Lead Quality From B2B PPC Campaigns
JUNE 8, 2016
Very few are turning into opportunities, let alone customers. In this post, we provide nine proven strategies that you can use to generate better quality, bottom of the funnel leads from your B2B PPC campaigns. These tags are data that you append to the end of your landing page URLs, and you’ve probably seen them when you clicked a link or ad. Target persona. link].
How to Use Community Forums to Fuel Your Audience Engagement Strategy
Modern B2B Marketing
MARCH 1, 2016
You can evaluate your data or survey existing customers to figure out what your target audience needs or you can go to the places where they’re already sharing this information—community forums. By being proactive and taking advantage of the expanse of users and information on forums, you can transform the way you engage with your prospects and customers. Yahoo!:
Marketing Strategy: 3 Steps to find the best tactics and results
B2B Lead Generation Blog
MAY 20, 2012
Tweet There have never been more ways to connect with customers, but how can we cut through all of the options, stay within our budgets, and choose what works best for our specific marketplace? This disappointed the company’s salespeople because they loved when customers mentioned the ads. It also contained a letter with a personalized URL to a video of the company’s CTO.
Why Brand Consistency Matters to B2B Companies (+ 1 Brand SEO Hack)
FEBRUARY 9, 2016
This term is a catch-all for the culture, messaging and other advertising, positioning, processes, and (even more squishy) the relationship with the customer that gets developed over the years, and that is passed on to future generations ( and customers ). And did you note the customer up there? The spokesman is a perfect persona for an actual buyer). Brand personality.
How to Repair Your Ecommerce SEO Strategy in a Post-Panda World
JULY 19, 2013
Unfortunately, search engines are far from stagnant, and algorithm updates like Panda and Penguin have the power to wreak havoc on your ecommerce site’s rankings, unless you have an SEO strategy that’s equally adaptable. Here''s what you need to know to adjust your ecommerce SEO strategy for the post-Panda world. Canonical Tags and Unfriendly URL Structure. Content.
Are you ready for the mega-shift from social media to private media?
grow - Practical Marketing Solutions
MAY 3, 2016
This update allows the creation of a unique Messenger URL that will allow for greater discovery of users and businesses within the private sphere. Using our deep learning and custom network engine, Affinio is able to analyze these connections to develop a social fingerprint for each user. The company founder insists it is “not a social network.” The rise of private media.
10 Social Media Marketing Mistakes Businesses Must Avoid
FEBRUARY 2, 2015
Social media is an integral component of any successful digital marketing strategy. With 74 percent of adults using social networking sites , the opportunity to increase your site’s online exposure to new customers cannot be ignored. Instead of wasting money on paid fans, spend more time on creating your strategy and increasing your fan base organically. Guest post by Gary Dek.
Ready, Aim, Fire: The 3 Steps For Powerful B2B Website Optimization
The Forward Observer
APRIL 22, 2013
Artillery B2B Marketing Blog > The Forward Observer Successfully optimizing your B2B website to attract and convert visitors (and close sales) requires a deep understanding of your buyer personas, the website experience they need, and the right on-page SEO. There are 3 primary aspects of B2B website optimization : 1) buyer personas , 2) user experience , 3) and on-page SEO.
34 Compelling Content Marketing Stats and Facts
JUNE 16, 2015
Brands that use shortened URLs with a “vanity domain” experience an average increased click volume of 25% compared to long URLs or generic URL shorteners. goal for their content marketing strategies; 94% put sales in their top five content marketing goals. 85% of corporate marketers are using buyer personas for content marketing and messaging.
12 Critical Building Blocks to a Successful Digital Marketing Campaign
MARCH 2, 2016
While I don’t know what the marketers responsible for your favorite digital campaign actually did, I can say with almost 100% certainty that they spent a large amount of time researching their market, analyzing different pieces of data and building out detailed strategies that helped them blow you away through flawless execution. How is your company’s solution categorized by this persona?
A Beginner’s Guide to LinkedIn Showcase Pages
MARCH 17, 2014
Having more than one buyer persona is a balancing act. If they''re very different, you may feel like you''re constantly in danger of not giving one enough attention, or confusing your personas with untargeted content. They allow a company to promote specific products or market to a specific buyer persona. But those pages aren''t all connected or centralized around Gap Inc.
5 Steps to Amplify Your Paid Social Campaigns
Modern B2B Marketing
MAY 3, 2016
As marketers are increasingly spending more on social platforms, it’s more important than ever to have the right strategy in place, track all of your paid social campaigns , and gain insights into what’s working and what’s not. This comes in handy when you don’t want to advertise a product or service to a customer who’s already purchased it or to your competitors. 5.
B2B Online Video Marketing; Planning to Execution Best Practices for Lead Generation
OCTOBER 27, 2013
A B2B Video Marketing Strategy Overview. Video is now the sixth most popular content marketing tactic, as 70% of B2B marketers use some form of online video with their overall strategies. NuSpark Marketing has helped a number of B2B firms execute visually creative video strategies. Test offers with lead capture strategy. multi-media strategy works best.
Key SaaS Metrics for Accelerating Growth
OCTOBER 26, 2015
At the C-level, every executive, especially the CEO, continually evaluates how the business is doing on key fronts like sales, customer success, product, etc. First, evaluate your strategy and your go-to-market model. Are your new customers coming from freemium products? Executives love metrics, especially in the technology/Internet space. Trials? Demos? Why does this matter?
A Practical Guide to Planning a Successful Inbound Marketing Campaign
JANUARY 9, 2014
Whether you''re planning your marketing strategy as a whole or developing a specific marketing campaign to achieve a particular goal, a little structure can help to reduce a daunting task to a manageable one. Whether you''re creating a marketing strategy for your entire company or developing a campaign for a particular product launch, defining your audience is the most fundamental step.
How One Company’s Investment in Blogging & SEO Increased Traffic By Over 2,500% in One Year
FEBRUARY 23, 2016
Looking to bring in more leads and customers to their website, the folks at Marco teamed up with HubSpot Partner Leighton Interactive to explore the possibilities of inbound marketing. Setting Up a Blog Strategy. So to build out Marco's blog , the folks at Leighton helped Marco do the following: Research and create buyer personas. Implementing the Blog Strategy.
Why Website Optimization Trumps Search Engine Optimization
The Forward Observer
AUGUST 25, 2014
When optimizing your website, yes, you need to follow search engine optimization best practices, but more importantly, you should think about user experience, lead conversions, and acquiring customers. That''s why the cornerstone of successful website optimization is focusing on your buyer persona. For website optimization, buyer personas help you to. Here’s how to do it.
How to Answer 11 Common Marketing Questions Using Analytics
JUNE 29, 2015
In order to successfully track the effectiveness of your marketing campaign, you'll need to start by setting goals for how many visits, contacts, and customers you want to generate. You can even get more specific and set goals for how many visits, contacts, and customers you want generated from different aspects of the campaign such as social media, email marketing, or your blog.
Outbound Marketing the Inbound Way
SEPTEMBER 5, 2014
Although embracing inbound marketing methodology is a no-brainer for many companies trying to achieve long-term goals, it is not a strategy that prospers overnight. It takes time, expertise, and focus to create an inbound strategy that will setup your company for sustainable success. If your company has not yet created a buyer persona, pull out a white board and get to it.
11 Lesser-Known LinkedIn Features You Should Be Using
SEPTEMBER 13, 2014
Consider the ideal person your profile would speak to, consider your buyer personas , and -- if your profile were side by side with another -- which words would make you stand out. One way to customize your LinkedIn profile is by acquiring your unique URL. Plus, a customized address is much easier to remember and use when directing people to your LinkedIn profile.
19 Simple Email Marketing Tips to Improve Your Email Open and Clickthrough Rates
JUNE 21, 2016
HubSpot customers: Don't worry -- you can't save an email template unless it includes this element.). HubSpot customers: Click here to learn how to personalize the "From" name and email address.). HubSpot customers: Click here to learn how to set the preview text of your emails.). 5) Write clear and clickable subject lines. You may often think to yourself, "Ugh.
10 Things You Probably Don’t Know About Google+
grow - Practical Marketing Solutions
JUNE 11, 2014
your social fingerprint is filed and matched to your online persona. Hangouts on Air are public by default, meaning anyone has access to the URL, can view them. While this doesn’t guarantee you getting star billing on the search engine results page (SERP), if you have been a loyal customer and played by the rules, it gives you a head start advantage. 6. Not convinced?
Email Delivery vs. Deliverability: What's the Difference?
JULY 11, 2016
We talk through our personas, target audiences, and messaging. No matter how carefully we plan our campaign strategy, design, and development, if the email doesn’t reach the inbox , it doesn’t matter. Using excessive exclamation points, weird formatting, and URL shorteners can all impact your email's deliverability based on your previous sending patterns. Let's dive into both.
SEO 101: The 5 Parts of Your Site You Should Keyword Optimize
FEBRUARY 25, 2014
By having a well-optimized site, you''ll start to see results like an improved quality of visitor, higher conversion rates, and in the end -- more closed customers. This article is appropriate for anyone just getting started with SEO, or adjusting their keyword strategy. It''s a good idea to include keywords in your URL if they accurately describe the page contents. Duh, right?)
The Ultimate Dictionary of Marketing Terms You Should Know
MARCH 10, 2016
APIs facilitate the data needed to provide solutions to customer problems. It’s important for marketers to understand what APIs can do to factor them in to their marketing strategies. Business blogging retains all the attributes of "regular" blogging, but adds a tasty layer of marketing strategy on top. 10) Buyer Persona. 26) Customer Acquisition Cost (CAC).
New Data: Why Your Fans Aren't Following You on Social Media
NOVEMBER 5, 2014
What’s your Ello strategy, by the way?). That’s where clear buyer personas can help determine if your ideal customer is a Pinterest addict or a die-hard YouTube watcher. 2) Don’t be a broken record. Your LinkedIn followers and your Instagram followers likely match different personas and expect different things from your social media posts. different social platforms.
12 Marketing-Takeways from the B2B Marketing Manifesto
SEPTEMBER 28, 2011
Doug Kessler, an American living over there, recently participated in a webinar with Bob Apollo, Inflexion-Point Strategy Partners and John Sweeney of DemandGen in which he shared lessons learned from marketing that content. I’d like to share Doug’s lessons with our fans. Now that the project is finished, Doug was able to share 12 key marketing-takeaways: Target just one persona. This is why Find New Customers also writes for SandHill.com, PostclickMarketingBlog, CustomerCollective, blogs for Marketo, Eloqua, Hubspot, etc.). Create trackable tagged URL’s.
5 Keys To Creating A B2B Blog That Builds Traffic And Generates Leads
The Forward Observer
APRIL 28, 2015
And the most important part of creating educational content is to research and understand your buyer persona. The more you understand your buyer persona and the journey they follow in researching and buying a solution like the one your company provides, the better your content will be. Social sharing can also help you get more customers. Which option would you choose?
So Your Ebook Didn't Generate Leads? You Could Be Making These Rookie Mistakes
JULY 27, 2015
Solution: Create a buyer persona. It's time to do your market research to create a buyer persona before you mess up your next ebook's chances. Your buyer persona will detail everything there is to know about your ideal customer and it will typically include: Demographics. It's because you have a solution to the problems that your customers face. And then.
Best Practices for Marketing Automation from 11 Experts
Modern B2B Marketing
MARCH 20, 2013
Customers are now the majority of the way through the buyer’s journey before connecting with sales, which is why it’s vital to engage your sales team as you define what key messages will help develop the conversation. Best Practice #3: Hang out With Joe the Sales Guy, Sandra the Marketer, Bob the Analyst–Create Buyer Personas. What’s the alternative?
How to Audit Your Website for Improved SEO and Conversions
JANUARY 24, 2013
Keep in mind that quality content should appeal to the interests, needs, and problems of your buyer personas ; be interesting and well-written, provide valuable, thorough and detailed information about a particular topic; and leave the reader with next steps (such as calls-to-action, links to resources, etc.). Assess how well you're factoring keyword performance into your content strategy.
The 45 Inbound Marketing Terms You Should Know [Glossary]
SEPTEMBER 26, 2013
Business blogging retains all the attributes of “regular” blogging, but adds a tasty layer of marketing strategy on top. The bottom of the funnel refers to a stage of the buying process leads reach when they’re just about to close as new customers. An example would be tracking a website visitor as they become a lead to the very last touch point when they close as a customer.
7 Powerful Ways to Conduct B2B Buyer Research
APRIL 5, 2016
This isn’t necessarily breaking news – 92% of Content Marketing Association members use customer data as an aspect of their strategy and a way to transform the sales funnel. Depending on your strategy, you may already have significant access to important details about your buyers, and you always want to be getting the most of your current channels, right? Monitor.