Inbound Digital Marketing

Why would a company need or use inbound digital marketing?  Traditional marketing is interrupting whereas inbound flips that concept on its head by giving the power to the consumer.

Let’s face it, this internet thing is probably here to stay (he wrote sarcastically).  We’re living in an On-Demand society where trends are moving towards buying things on Amazon Prime instead of walking into a store, getting topical news from social media and having dinner brought to your doorstep with a few touches of a smartphone.

Inbound Marketing not only cuts through the digital clutter; it provides a way to get in front of the customer precisely when they’re looking for someone like you.  There are things you can do today to start driving and converting more leads online.  Here are a few ways of getting the right traffic to your site.

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1. Content

Blogging Content
Blogs are a great way to get information out there.  They’re also a great way to connect with your audience.  But they’re ALSO a form of search marketing.  Relevant content can be rewarded with higher rankings in search engine results.  Higher organic rankings means inbound (and unsolicited) traffic to your blog.  You probably already have content related to your business so find good new ways to recycle that to help build that traffic!

Social Media Content
The first step is to monitor your social networks.  Take a few minutes and look around.  Find a few consumers out there and see what types of posts they are engaging.  This is an opportunity to build relationships with these folks.  Share interests, connect with them and engage them with content that is educational and relevant.

Fun Fact:  Only 44% of B2B and 39% of B2C companies have a documented content strategy.

2. Website

“Hey, I have one of those”.  Great.  There may be some things inbound digital marketing can help to increase relevant traffic.

You want to attract consumers to your site and one of the best ways to do that is to have a website that is search engine friendly.  That means, the great content that you are using on your site is what will show up when consumers are searching for identified terms and topics.  You might want to create some landing pages for those to increase the relevancy of the page topic.

Create an Offer
What can you offer consumers that others won’t or can’t?  Is it a specialized video, case study on results, whitepaper, infographic, webinar, slideshare deck or whatever else you can think of.  Use some content that’s great that your market would be chomping at the bit to get.

Create a Landing Page
Now that you have your content, build a landing page around it.  You want your consumer to have that awesome piece of collateral you decided upon above but you want to make some type of exchange.  Get their information!  Your market will be willing to give you certain private information (think name, phone, email) in order to get your great content!  This always reminds me of that great line from Good Will Hunting, “You like apples?. [response] Yeah. [end response]  Well I got her number, how do you like them apples?” 

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Fun Fact:  Companies with 30 or more landing pages generate 7 times more leads than companies that have less than 10 landing pages

3. Email

Educate
Since consumers don’t want to be sold to, the best thing you can do is to educate your market.  Keep recycling your great content and use it to enlighten others.  You’ll increase your credibility with your mailing lists and can become a bigger resource for those willing to buy what you’re selling.  This also creates a solid foundation on which to build and carry out relationships.

Nurture Relationships
Not many folks are willing to buy from a stranger, so try not to be one!  People don’t like when their door is knocked on unexpectedly and in today’s world, not many people are buying from these door-to-door salesman.  They want to be in control of their buying behavior so let them!  Hold their hand and help them understand, through a series of communications, why their educated decision matches perfectly with what you’re offering.

Inbound Digital Marketing is all about filling the spectrum of creating and nurturing relationships with your consumer.  From the first site visit to the final email, you can walk with them on their buyer journey of your marketing & sales funnel.  If some of this is new information to you and you haven’t implemented these strategies yet…

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If you need some help, give us a shout.  We do this every day.

You have a product or service that’s important and valuable, and that could change your customers’ lives, but how do you capture them, rather than put them to sleep?

Hpugere are 3 ways you can keep the drool off of your conference table:

Animated Video

Animated video is a great way to convey a complex message into a quick, easily digestible concept that your customers and/or employees will eat up!  It’s a non-threatening, unintimidating medium that says to your customer, “It’s just that easy!”, while still educating and demonstrating your important message, with motion.  The best part about it is, it can reflect your brand, culture and values without you and your staff enrolling into acting classes.

“An intellectual says a simple thing  in a hard way. An artist says a hard  thing in a simple way.”
—Charles Bukowski

HOW? We take your big idea and really get nerdy with it, getting to know it like the back of our hands, to create a simple, yet informative message that will resonate with your customers.  Next, we explore a spot-on art direction and develop a comprehensive storyboard to tell your story.  Lastly, we add motion, music and voice talent, to create your engaging presentation.

An animated video has endless marketing possibilities, perfect for your website, social media and blog.

Infographics

Not ready to give up on your dreams of Hollywood stardom just yet?  We understand.  You might give infographics a spin (right after we get your autograph).

Infographics are basically illustrated bulletpoints that add interest with graphics or photographs.  It’s a static way to tell your story that isn’t routine or sleep-inducing.

HOW? The process is very similar to a video.  We get just as nerdy and dive into your message, and just as creative with the art direction, but there’s no need for motion, music, and voice talent.  It’s also printable but a small enough file size to email, so that you won’t compromise your customers’ inbox. (Yeah, we think of that kind of stuff too.)

Animated Video + Infographics

Did we just totally blow your mind?  We thought so.

This approach is a strategic way to create a sort of campaign out of your message.  We take both of these mediums to really hit it home, by first, creating an infographic that serves as a hook, and then animating it to give your customer the one-two punch!

HOW? Think of the infographic like a teaser that intrigues your audience and leaves them wanting more.  Then, we deliver the animated video that goes more in depth, that looks and feels like the infographic but utilizes engaging video.  Smart!

Don’t let your important message fall on sleeping ears!  Be engaging and memorable! Let’s get nerdy together and create something your customers (and conference table) will really appreciate. 

We are working on a new project this week and wanted to give you guys a sneak peek from behind the scenes.  In the next month or so, we’ll be able to announce more about this exciting project and show you the finished result!.

 

In March, Periscope was purchased by Twitter for $100 Million and relaunched. Currently, the Periscope app is available for iPhone and Android. You may have heard of it already but have you tried it yourself? It can be a terrific tool for personal and business use – check out a few tips on how Periscope can benefit your life.

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What is Periscope?  A live video stream of whatever you want.

How can I use Periscope for personal gain?  It can go anywhere with you!  One great example that I’ve experienced happened in the beginning of June when my wife and I were unable to attend our niece’s 8th grade graduation in California.  Thanks to Periscope, my brother-in-law provided two separate live feeds: one live feed for when our niece’s name was called and one live feed for when she delivered her impeccable speech.

How can I use Periscope for business?  Just like personal use, you can take it anywhere you have a connection.  Periscope gives smart phone owners an opportunity to be their own reporter and send live information into the world.  You can interview your CEO, talk about what you’re working on, or tease behind the scenes footage.

What else is cool about Periscope?  It’s interactive!  Viewers can jump on from around the world and start sending text based feedback.  They can help interview you or contribute to your live stream.

Who should I follow?  Southwest Airlines is doing it very well right now – giving behind the scenes looks at company operations that you normally would never see.

Have you tried Periscope?  How do you like it?

 

Social Media is all about, well, being social! But if you’re not careful, you can scare people away.

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Here are some scary social media practices that you should STOP doing if you want to keep and grow your social media presence.

Attack of the Clones! (Linking from Facebook to Twitter)
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You don’t use Twitter, but you’re a pro at Facebook. So you think that the best thing to do is to use that little function that allows all of your Facebook posts to go to Twitter.

Not only is this not a good idea, but it’s a good way to stunt your growth on Twitter. The people who follow you on Twitter are looking for quick content. They WANT 140 characters or less, so give it to them.

Plus, if you’re posting the exact same things that you post on Facebook on Twitter…what reason does anyone have to follow you on Twitter? Just something to think about.

Informal Activity (Getting TOO Personal)
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If you have a social media account for your brand or business, that is a place for your brand or your business. It is not the place for the following…

  • Rants about people you hate
  • Your political views (unless you are currently running for office)
  • Your bowel movements
  • Rants about people you hate (seriously, this is a common mistake)

For your social media you want to be personable NOT too personal. You can always create a separate personal account to share your opinions of other people, but remember that it can always trace back to your business.

SCREAM! SCREAM 2! SCREAM 3! (Posting TOO Much Content)
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When it comes to posting on social media you want to spread your content out. Posting too much content at once is a sure way to make no one engages with your content.

Much like meals in a day, you want to spread out your content. Don’t shove content down their throat. Give your audience time to actually interact with your content; digest it.

Night of the Boring Posts (Writing Boring Content)
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The biggest culprit of scary social media is boring content. You may think that you’re following wants to know what your business hours are, but what they really want is for you to be a resource.

If people follow you on social media, they want to be engaged socially. A good test to see if you are posting boring content is to ask yourself, “If this post wasn’t about my business, would I like it? And if not why?”

Nothing is more boring than you just talking about yourself all the time. Be social. Reach out and have a conversation with your audience. It’s sure to bring life back into your audience engagement.

If you’re doing one or more of these things on social media don’t worry, it’s not too late. If you make these changes, you’ll turn your social media pages into welcoming homes and not haunted houses.

-Ricky Anderson II
@ricky_ii

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