Digital marketing is not a ‘nice to have’ in today’s competitive markets – it’s a must have. Marketing is a fundamental business function, but it’s often the first place small and medium-sized businesses look to cut costs. Despite shrinking budgets, marketers are still expected to deliver on lead generation, advertising, public relations, content creation and social media targets. In this guide, we’ll show you how to build an effective digital marketing strategy regardless of your budget or skill level.
With so many new tools to connect with and engage customers at our disposal, it can be easy to undervalue the trusty ol’ email. Even though it’s not the newest technology on the block, email is still one of the most valuable channels for marketers. With great power, though, comes great responsibility. In this post we’ll look at the value of effective email marketing, what makes a good email and common mistake to avoid.
Editor’s note: This post was originally a three-part series called Strategic Planning 101 published in November and December 2014. It has since been combined, condensed and updated.
Your company is only as successful as your business strategy. Having a strategic plan gives your organization focus and direction, ensuring you’re actively working toward achieving your goals. Without that roadmap for success, you run the risk of missing key opportunities and losing potential customers to competitors. In this blog post we’ll look at how you can leverage three core components of your company’s identity—your mission, vision and values—to develop a plan for success.
Content and lead generation go hand in hand – you can have one without the other, but your marketing strategy won’t be very effective. The glue that holds these two marketing functions together is lead intelligence or what you know about your potential customers. You can use this information to create smarter content optimized for your audience to increase lead generation and help move leads further through the buyer’s journey. In this post we’ll be looking at how you can use lead intelligence to create targeted content that converts.
Search engine optimization (SEO) is a broad concept that includes many factors, like the words on a page, how your site is structured and the way other sites link to yours. But it’s not just about you and making your website search engine-friendly; SEO is also about creating a positive user experience for the people who visit your website. Whether you’re revamping an existing site or launching a new one, optimizing for search engines should be a top priority. In this post we’ll provide some SEO best practices so you can increase the visibility of your site.
How do you build your brand, both professionally and personally? It used to be that you would attend in-person events or meetings and expand your network by meeting new people. Make no mistake, events are still an important marketing tool, but technology has fundamentally changed how we connect with others and to what degree. In this post we’ll be focusing on the networking and sharing tools that make this possible – social media. More specifically, we’ll look at why you should be on social and how to leverage social media in your digital marketing.
Marketing automation tools drive efficiency and provide new opportunities, but with this technology it can be easy to forget about the actual person on the other end of our communications. In our search to increase click-through and conversion rates, we quickly lose sight of our audience. Buyer personas are the key to avoiding this and making our marketing more impactful. Understanding who we’re speaking to and what their goals and pain points are is the first step to crafting messages that engage audiences. In this post we’ll be looking at buyer personas – what they are, why they matter and how to create yours.
Editor’s Note: This post was originally published in May 2017 and has since been updated.
Ever wonder where the phrase “content is king” comes from? The popular refrain was first introduced by Bill Gates in a 1996 essay of the same name. In it he accurately predicts the content boom generated by the internet. Many of his statements still ring true today and speak to the hugely important role content plays in how people communicate, find information, make decisions and purchase products.
Editor’s Note: This post was originally published in March 2017 and has since been updated.
If you want your business to be successful in today’s digital-first landscape, having an effective digital marketing strategy is crucial. Marketers need to go where their audience is and increasingly, that place is online. But that doesn’t mean you should discount traditional marketing activities like events and print advertising, especially as event marketing and interactive print ads become part of larger omnichannel brand experiences.
I stepped into the INBOUND17 main stage for the first time and found myself wondering if I had actually stumbled upon a Lady Gaga concert instead of a conference.
INBOUND17 is so much more than a conference; it’s an event, an experience, and a tidal wave of creativity and inspiration. HubSpot gathered over 22,000 marketers from all over the world in one place, creating an explosion of content, connectivity and interaction.
Marketing playground aka Club INBOUND. (via @INBOUND)
We heard from superstars like Michelle Obama, Rand Fishkin and Ed Catmull. We shook it out with Piera Gelardi, sang American Pie with Brené Brown and were inspired by countless extrodinary stories. INBOUND17 brought us together in an explosive celebration of culture, diversity and humanity.
Please enjoy my top takeaways from INBOUND17: