Inbound marketing is all the rage and for a very good reason. It may go by other names – digital marketing, online marketing, content marketing, etc. – but, it’s of critical importance right now for a number of reasons, including: Buyers’ fingers no longer do the walking in the Yellow Pages. Now, buyers go online […]
If you asked me what was the single most important thing that you could do right now to improve your SEO, I’d say make sure you are set up for Google Authorship. Hands down. Period. Full Stop. End of story. See, we’ve come to expect certain things to always be true. One of those was […]
Engaging content is the currency of inbound marketing. Great content lets you attract traffic, capture more leads, and increase your sales. This message has been out there for a while now – “Content is King” – and the most common objection is that “I don’t have the time.” The problem is it’s no longer optional. […]
Good content is the lifeblood of businesses. It’s really the cornerstone of so many disciplines: Search engine optimization, user experience and design, customer support, marketing — more and more businesses and consumers both rely on the creation of useful, credible, and engaging content. When companies seek to create internal knowledge bases, they’re building content. They’re […]
With Penguin 2.0 expected to come soon, there’s been lots of discussion about assessing the quality of links and cleaning up the ones likely to ding you in Google’s search results. Last week, The Sales Lion put out his thoughts about SEO and link-removing, which are based on an email from an SEO company to […]
So, you’re rolling along with your content strategy, getting traffic via blog articles and generating new leads with awesome TOFU offers. But, how do you separate the good leads from the bad, the non-qualified from the qualified? Lead scoring is an often overlooked, yet critical, aspect of smarketing, which we discussed in our last post […]
Now that you’ve become an expert in TOFU and MOFU marketing, the leads are rolling in. However, if you don’t have a strong sense of alignment between your marketing and sales teams, those leads could be dropping through the cracks. The traditional relationship between marketing and sales in most organizations has been marked by rivalry. […]
We’ve talked about the buying process but another very important tool is the buyer persona. You may have heard the term avatar, buyer profile, ideal prospect, target market, or others to describe this or something similar. When I use the term, I’m talking about something very specific. A buyer persona as defined by expert Adele […]
For every client we take on, regardless of what they come to us for, we do a survey of their employees, some of their clients, and if possible, a couple of their prospects. There is no better way to find out a whole lot of information quickly, including: Strengths and weaknesses of the company and […]
In our last post, we discussed how mastering the top of the funnel (TOFU) is crucial to attracting your prospects to your website and generating leads. Once you’ve generated some leads, you need to nurture, qualify and convert marketing leads into sales qualified opportunities. That’s where the middle of the funnel (MOFU) comes in. MOFU activities […]
