Tag Archive for inbound marketing

Book Writing: Simple 6-Step Process To Writing Your Own eBook

Simple 6-Step Process To Writing Your Own eBook

One of the simplest paths to gain standing, leads, credibility and trust from your clients is to write your own ebook.

Many people are intimidated by the idea of ebook writing but the truth is, the process is really straight-forward and it can be terrifically profitable. If you’re already involved in activities such as blogging, article marketing and making relations with newsletters, an ebook is just one step beyond in the entire process but can truly give your credibility rating an additional boost.

Bear in mind that for an ebook to work the way in which you need it to, it must truly look at the issues, concerns, or needs of your market. The content must be top-notch. Here are 6 steps to writing your own ebook:

1. Select a subject for your target market. Don’t make this into a huge product. Pick something relatively narrow within a major topic. For example, if the main topic is Inbound Marketing, select something that fits within that category like SEO, or you might go even farther and simplify it down to “SEO for landing page design”.

2. Brainstorm. Write down each idea you have, walk away and come back and write more. Put down everything and anything for now.

3. Organize your concepts into an outline. Divide your ideas into headers, subheaders, chapters and write descriptions of each point you include. Make sure to keep an eye on your references and write those down too.

4. Research. Hopefully you have picked a topic that you are acquainted with already but whether you have or haven’t you’ll need to do research to make your content as valuable as possible. Take notes, mark references and use quotes as you write your own ebook.

5. Put all of your organized ideas and research into a particularly long article of at least thirty pages. This is your ebook! As you write, you will instinctively know where your content has fallen short. Go back to brainstorming and researching for expanding on new or current ideas.

6. Get a second opinion. Probabilities are you’ll spend rather a lot of time on this enterprise. Make sure that you step back every once in a while to give yourself a break. And when you’re near the end, ask somebody else to read it for a more objective opinion. Whether it’s your mate, better half or a fellow marketer, ensure you get a good, honest critique and, if possible, an edit of your work.

Once you are finished, you can either sell your ebook from your blog or site or you can offer it free of charge for people who sign up, the goal of which is to build your list.

If you decide on the first option, you’ll have to line up a payment system. You don’t have to charge a lot for your ebook to earn income (unless it has something real good) and as it doesn’t cost anything to make the book (if you do not count the time you spend on it) so anything you sell will be a profit.

So now are you ready to draft your own ebook?

4 Major Benefits Of Lead Nurturing

Lead Nurturing Process

As an Inbound marketing tactic, lead nurturing via email marketing is all about understanding the nuances of your leads’ timing and needs. By getting these details right, you set yourself up for success.

If it typically takes your leads a month to make a purchasing decision, then make sure you’re spreading out your communications to keep them engaged throughout the month. By taking a systematic approach, you increase efficiency because you educate and qualify each and every lead over time, thus giving them a uniform experience. This is only one of the reasons you should start doing lead nurturing.

These are 4 major benefits of lead nurturing:

1. Establish contact fast: Establishing contact quickly is key to actually connecting with your leads. An InsideSales.com study found that 35-50% of sales go to the vendor that responds first to an inquiry. A HubSpot Singapore study supports this data in showing that response rates decline as the age of a lead increases.

Automated lead nurturing is a great way to maintain engagement when a lead has already made the move to interact with you. And if that lead has stopped visiting your site or reviewing your offers, lead nurturing helps to remind them about your business.

Once you set it up, emails are sent out automatically according to your schedule as new leads come in. You might launch the campaigns and forget about them, but the emails will be doing the work for you, helping you qualify leads and push them down the sales funnel faster.

In fact, Market2Lead found that nurtured leads have a 23% shorter sales cycle. This means that a salesperson spends less time on warming up and qualifying a lead.

2. Stay top of mind: Lead nurturing enables you to build thought leadership. People engage with businesses they know and trust. The first time someone converts on your website, the likelihood that they really know who you are or understand why they should do business with you is pretty slim. Lead nurturing is an opportunity to show that you are an expert in your field.

Lead nurturing also allows you to maintain consistent communication with your leads. 66% of buyers indicate that “consistent and relevant communication provided by both sales and marketing organizations” is a key influence in choosing a solution provider, according to a Genius.com study. Get off on the right foot, and don’t let leads slip through the cracks with an automated lead nurturing campaign.

3. Learn about your leads: Lead nurturing emails are a great way to learn more about your leads. What challenges are they facing? What features or products are they interested in? By presenting different questions or types of content and identifying who responds to what, you can qualify your leads and set yourself up for warmer sales conversations.

Furthermore, you can segment your leads database and design very specific emails for more accurate targeting. MarketingSherpa found that segmented emails get 50% more clicks, so you should take any opportunity you have to segment your leads.

In fact, with HubSpot, you can craft your follow-up emails based on the action a lead has taken on your website (read “The Secrets Of Email Workflows For Lead Conversion“), thus showing that you are aware of their interest in the topic and what they might need next. Based on this information, lead nurturing emails can highlight reconversion opportunities that tie back to leads’ earlier interests.

4. Better click-through rate and higher unsubscribe rate: HubSpot did a statistical analysis of more than 2,400 companies using mass email marketing or lead nurturing and found that the lead nurturing approach enjoys higher click-through rate.

Interestingly enough, lead nurturing emails also had a slightly higher unsubscribe rate than individual email sends. While this can be viewed as a seemingly negative performance, it actually is an indicator that lead nurturing is doing its job of qualifying leads and eliminating people who are not interested in your company. Only the most engaged leads will move down the sales funnel and can potentially turn into new customers.

Can you outperform these Inbound Marketing statistics?

Can you outperform these statistics?

The statistics can’t lie. As the marketplace shifts online, Inbound marketing is poised to take over traditional marketing methods in terms of lead generation performance. Consider these numbers:

54% more leads are generated by inbound tactics than traditional paid marketing.

More marketers say inbound delivers cheaper cost per lead than outbound methods.

68% of B2B businesses use landing pages to garner new sales leads. (MarketingSherpa)

Business websites of 401-1000 pages get 6x more leads than those with 51-100 pages.

Content marketing generates 3 times more leads and costs 62% less than traditional.

You can discover more interesting marketing statistics and trends on this page. Be inspired to reach these benchmarks in your own digital marketing activities.

Click the blue bird and share a tweet. Thanks!

How To Transition From Traditional To Inbound Marketing In 7 Steps

How To Transition From Traditional To Inbound Marketing In 7 Steps

The adoption of Inbound Marketing* in Singapore and generally across Asia is not as fast as we had wished. Based on feedback, the biggest challenge business owners face is how putting more emphasis on digital marketing can affect their operations, prospecting effectiveness, sales leads quality and ultimately sales conversion. They do worry about the hard numbers, and we respect that.

On the other hand, old habits die hard too. When once-reliable marketing methods gradually become outmoded and enter a sunset phase, marketing professionals are slow to adapt to changes, and instead of committing to training, decide to “move on in life”, thus resulting in employment turnovers.

Nevertheless, businesses are dictated by an ever-changing marketplace, which consists of highly educated and well-informed consumers who are less likely to give in to emotional purchases, and take more time to deliberate buy-in decisions. Going Inbound is the best way to reach out to these consumers, inform them with your business knowledge and nurture their confidence in your business entity.

Transitioning from traditional marketing to Inbound need not be a sudden process. If your company already has a website, I can safely presume someone in your company is administrating it. This particular administrator will be much needed for his/her skills to continually publish digital content assets to augment online business presence.

Here are 7 steps to take note when preparing to go Inbound:

1) Have a mindset and culture for online expression and sharing: Content is the essential ingredient and driver of Inbound Marketing. Do create content in popular forms like blog posts, articles, ebooks, whitepapers or social media posts so that people who are already interested in your products and services can easily search for you.

2) Transform all your existing offline marketing materials into digital assets and vice versa: Coming up with digital content is as easy as taking what you already have as flyers, pamphlets, handbooks, brochures, direct mail etc. and repackage them into product pages, social media images, infographics, email messages and the types of content mentioned in point 1.

Conversely, when you have original online content, think how you can share it in the real world, such as printing it as a guide to give away at events, repurposing it as a PowerPoint presentation, include it as a link in print, promote it as a print ad etc.

3) Upgrade your existing website structure a) to integrate content publishing platform and b) with clear conversion points: For point A, I’m referring primarily to having a blog. Setting up a blog these days is very easy with the famous 5-minute WordPress installation, or you can create a blogger.com account and link your new blog to your website.

For point B, having succinct conversion points designed into your website means you will know where and when your leads will be elevated in their salescycle stages as determined by their actions, whether it is a simple action of downloading an ebook, using the “Contact Us” form to submit an enquiry, or liking a Facebook post etc.

4) Design an Inbound marketing plan: Digital marketing campaigns require sustained effort and can go on for months. For results to take significant effect, a routine of digital marketing work needs to be carried out daily. If you are not sure where to start, you can search for digital marketing agencies like iSmart Communications to ask for help. Give us a call or e-mail us with your enquiry and we will get the ball rolling as we guide you along.

5) Design a more consultative prospecting call script: Unlike the typical cold sales leads, the leads you accumulate online has known, to an extent, a little more information about your business, who you are, what’s your expertise and how you can help them solve their challenges. They are just beginning to search for solutions. Therefore taking a consultative approach to speaking to them enables you to understand where their starting point is in their buyer’s journey so you can bring them to a close with much less resistance.

6) Set aside budget for Inbound marketing: As soon as you begin to sense a good momentum picking up in your Inbound efforts, it’s time to consider how much budget you can afford to ramp up the work. You may even consider scaling down your traditional marketing activities and transfer the budget from there to Inbound.

7) Invest in a marketing automation software like HubSpot Singapore: Automation enables Inbound marketers to disseminate their content on schedule, so that every sales lead that requests for a particular information will have the same lead nurturing experience no matter which day or date they opt in. Leveraging on automation can free up the marketers’ time so they can spend it on other matters.

These 7 steps are by no means simple. They just provide a broad overview on what it takes to direct more efforts into Inbound marketing. Certainly the devil is in the details, but it is not expensive nor risky to start small. Start by publishing and sharing content online, and take note where your new audience is coming from and how it grows. Talk to them, address their problems and soon you will be nurturing a critical mass of fans and followers. In effect, you are establishing your online business presence and authority the Inbound way.

* Inbound marketing is a form of digital marketing that involves SEO, social media, blog and landing pages to generate sales leads.

5 Major Benefits Of Inbound Marketing

5 Major Benefits Of Inbound Marketing

You may ponder, “Will Inbound Marketing in Asia work for me? How effective it is to my business?” Results will vary on case-by-case basis, but across the board, satisfied practitioners have reported enjoying the following 5 benefits.

Benefit 1: It simplifies and clarifies marketing and sales processes

The end-to-end B2B lead generation, nurturing and qualification process is structured and process-oriented due to customizable, conditional settings within the HubSpot marketing automation software, so that the statistical data (analytics) becomes clear-cut and easily interpreted for decision-making.

Benefit 2: It increases online visibility, credibility and brand awareness

Inbound Marketing has empowered businesses of all sizes to publish value-adding content and to map their content to the appropriate buyer personas so that the right kind of targeted visitors will come to their websites through online search. Overtime, businesses will be viewed as credible experts based on the content they publish.

Benefit 3: It generates quality traffic and B2B sales leads

As businesses publish more content that helps to answer the concerns of prospects, prospects will feel more comfortable and inclined to revisit. Lead nurturing enables businesses to steer prospects through their buyer’s journey towards making a purchase decision, thus leading them down the path towards sales conversion.

Benefit 4: It increases engagement, build long-lasting relationships and bring in new business

Interactive on-site elements and social media have empowered businesses to become pro-active at communicating with visitors and B2B sales leads. Every opportunity to offer insights, tips, suggestions, and answers to prospects’ questions is a great moment for businesses to maintain a top-most presence in the minds of prospects, so prospects know who to look for should problems crop up, and finally, when they decide to make a purchase.

Benefit 5: It is cost-effective

As Inbound marketing is a highly targeted digital marketing process, businesses are able to maximize their marketing budget for every lead generated. In fact, Inbound marketing costs 60% less than traditional marketing for at least the same results achieved, thus it gives a better ROI through greater lead conversions and lower costs.

Inbound Marketing is the future of lead prospecting and sales conversion, and the future is now. With these 5 major benefits in mind, and as certified Inbound marketers, we are confident that we can design or redesign your digital marketing strategies to help you achieve your marketing objectives.

The 5-Step Formula To Successful Inbound Marketing

The 5 Step Formula To Successful Inbound Marketing

1. Create valuable content for all stages of the purchasing cycle

Marketing is like a gear; it is always moving. Think of this while you create your content. You should think of what your target audience needs and what they problems face so that they can benefit from your content. What they need yesterday may not be what they need today, so it is important to keep updating your content and make sure that it is always valuable. Blogging, social media posting, email marketing and video publishing are all great ways to consistently update your online presence and get found in search engines and by your audience.

2. Invite people who need your products and services

It is important to set goals and understand who you are creating content for and why. Focus your content around long-tail keywords and phrases that your customer are likely typing when they research products and services online. The Google AdWords Keyword Planner is a helpful tool that allows you to compare different search volumes of different keywords and phrases so you can gain a better idea on what keywords to optimize.

3. Convert visitors into leads and build the relationship

Conversion is very important in Inbound marketing*. Once someone lands on your page, it is necessary to give them a call-to-action (CTA) so that you can collect their personal information, learn more about them and begin the process of servicing their needs. For example, you can make it clear and obvious that visitors can register for free ebooks. By their registration, you get their contact details which is important for the next step of cultivating the relationship through a dialogue.

4. Transform leads into satisfied customers

Once you have found your potential leads through lead scoring, there are various ways to transform them into customers. Follow-up emails, tailored email marketing, workflows and campaigns are the common ways to do so. A key point is to personalize your messages to them, such as according to their background, interests and needs. You can also use an marketing automation software like HubSpot Singapore to trace your leads to see what kind of messages they are more interested in.

5. Monitor and modify your marketing strategy

The last step is one of the most essential pieces to Inbound marketing. You need to evaluate your results, such as how much you have spent to acquire how many leads and customers. You should keep refining your lead generation strategy to make sure that you are consistently meeting your goals and going in the right direction. In addition, you should rigorously test the effect of different CTA designs, website designs and website content because a little difference can deliver a significant improvement in results.

* Inbound marketing is a form of digital marketing that involves SEO, social media, blog and landing pages to generate sales leads.

5 Ideas (Plus 7 Actionable Tips) For Lead Generation Success

Singapore and Asian marketers would acknowledge that they can’t do without lead acquisition; it’s their ONE job to get the leads acquainted with their business, nurture the relationship and make it easy and comfortable for prospects to buy from them sometime down the line.

It is worth noting that offline and online lead generation techniques are always evolving. Singapore and Asian businesses have to stay one step ahead of their competitors and this requires them to adopt new lead generation strategies. As a marketing manager, what are the top 5 strategies to bear in mind in 2015?

conversation

1. Sharpen your story by crafting a compelling message

A compelling message is a marketing representative’s most valuable asset. It is a message that says less about the company and offerings and more about the prospect and their needs. One of the most important steps is to begin creating a list of client issues your company has successfully addressed.

The list should include:

a) customer pain points you’ve removed.
b) client problems you’ve solved.
c) opportunities you’ve helped customers capture.
d) actual results you’ve achieved for your clients.

This list is crucial in expanding your company’s efforts to reach out to your potential customers in Singapore and Asia.

From this list, craft a “playbook” of short and sweet talking points you can use within the first few seconds of a conversation, then lead off with what you can do for them. You are most encouraged to draft a conversation or phone call script to get yourself confident at steering the dialogue in the right direction.

subscribe

2. Invite prospects to opt-in online

Following up with prospects after the initial conversation is critical to maintaining the connection and staying on top of their mind. In the first place, marketers would have already determined what outcome they want out of a conversation. A recommendation would be to get prospects to subscribe into a list to access more value-adding information.

Statistical studies have confirmed that the highest rate of conversions emanates from leads that knowingly opted into your communications. This fact implies that lead quality always counts before quantity, making it essential to first identify the core audience that represents the highest potential for success.

personalization

3. Personalize the selling process

Since every customer is an individual, there is no such thing as “one size fits all”. Sales failure results due to 3 main reasons:

a) the sales team attempts to sell the “almost right” product.
b) attempts to begin the sales process start too early.
c) the message falls flat because it does not fit the buyer’s context.

Lead generation needs to match the context of your buyer. It should give the sales team a headstart in identifying the right focus, but the sales team needs to sell effectively.

A seamless flow of information allows that to happen. Marketing teams can tailor every pitch to address the concerns of the individual buyer. Sales teams can coordinate the upsell and new messages to minimize customer pain points. This cycle creates lasting customers and higher conversions. Also, an FAQ list or website section can be developed based on the most common questions asked by potential leads. Not only will this feature engage prospective customers, it also saves time, labor and the marketing budget.

phonecall

4. Focus on generating high-quality leads

61% of B2B marketers stated that the biggest challenge they faced is generating high-quality leads (Source: B2B Technology Marketing Community). There are 7 things you can do to generate high-quality sales leads:

a) Ask for referrals: This is the best lead acquisition method yet. There is nothing like an existing customer knowing someone else who can similarly benefit from your products or services. In this sense, the new leads are already qualified and the word-of-mouth is also a great form of endorsement.

b) Generate targeted online traffic with SEO and SEM: Experienced digital marketers know that intensive and extensive deployment of the right industry keywords in their website content and ads is key to attracting leads based on what words they type to conduct an online search.

By publishing the right content in the right place at the right time, your marketing becomes relevant and helpful to your customers, and is not interruptive. It is the guiding principle of Inbound Marketing*.

c) Seek marketing collaboration: Do some business networking and seek out fellow professionals who are willing to explore a win-win situation in marketing for each other. This helps you extend your reach to new sources of prospects which you would otherwise never have thought possible. One such conducive environment for collaboration opportunities is found in BNI meetings.

d) Organize a seminar, workshop or meet-up event: Meetings that provide opportunities for face-to-face interactions are great platforms to project an impressive image of the business and the people behind it. Then follow-up with these attendees to stay on top of their mind.

e) Telemarketing: This may come as a question mark, but believe it or not, it has the one feature that digital marketing does not have and it is the reason why it endures today: it still provides the human touch. Telemarketing can become a great complementary activity within a larger, integrated marketing campaign.

For example, leads undergoing the lead nurturing process will fill in their contact number into an online form at some point, which marketers can then proceed to call, to learn more about their prospects and ultimately arrange a consultation meeting.

f) Search for possible leads in LinkedIn: Unlike other social networks, LinkedIn has the highest percentage of interconnected business professionals as its main users. Interactions in LinkedIn Groups, mailings and news feed almost always reflect every concerns of business, work, occupation and marketplace issues, so you have every opportunity to project your own expertise and unique selling proposition (USP) through publishing contextual, relevant and helpful content to drive leads and encourage engagement.

g) Provide contact information on every web page: A typical website has a “Contact Us” page for sure but we found that having a call-to-action button, which links to the contact page, on every web page works wonders by increasing click-through, so website visitors become more likely to leave an enquiry.

outsource

5. Make lead generation more effective and cost-efficient through outsourcing

Rather than scale up headcount in your company and face the delays and challenges of hiring and training, you can find outsourced lead generation companies that will set appointments with qualified leads. Do research and make sure that any third party that is representing your brand to future customers matches your quality standards and makes the right first impression.

In addition, web-based content distribution services that have extensive distribution networks will promote your content for a fee. The content is often placed behind a lead generation form, and you will generally pay per lead. You may also be able to sponsor placement in a newsletter that is distributed by a relevant third party with similar customers to yours. These can be tricky to find but if you can find a newsletter publisher with a sympatico audience, you could achieve quick exposure to new prospects.

* Inbound Marketing is a form of digital marketing in Singapore and Asia that involves SEO, social media marketing, blogging and creating landing pages to generate sales leads.

3 Things You Must Do Consistently To Build A Solid LinkedIn Presence

A few days ago, the folks in iSmart had an internal discussion about social media and in particular, LinkedIn is killing some major local jobs portal. This is quite a surprise for some of us because we normally look at LinkedIn from a marketing perspective. Quite clearly, LinkedIn is making a dent in its competitors’ market share. It is also a great platform for B2B marketing because of its original design and purpose. Below are 3 major activities you must follow through to establish a solid LinkedIn presence.

Create And Optimize Your Account

The first thing to do is create your account and your profile. You should ask yourself 3 questions:

1. What is my goal?
2. Who is my audience?
3. How would my profile lead my audience to engage me and start a conversation?

You should create your profile according to your answers above and make it compelling. For example, if you are good at doing Inbound marketing*, mention the achievements and highlights of your career and ask some typical leading questions about your customers’ problems so that potential clients would feel interested to learn more about you when they see your profile.

Optimize your profile headline by filling in keywords that your potential clients use when they are searching for what you offer, such as “marketing director”, “social media consultant” etc. Also briefly describe what value you provide to give others a reason to read your profile further.

Build Connections

Upon completing your profile, you can let LinkedIn help you build your first connections by scanning your email account to see which of your email contacts have LinkedIn accounts so that you can connect with them. There is a “People you may know” function which recommends people having the same interests, coming from the same industry of you, having common connections and so on.

You can use “advanced search” to search your target by different categories such as industries, skills, locations, job titles and so on.

Engage And Interact

It is important to engage with your network before you directly approach your potential clients. They may not be willing to respond to you if you had no interaction with them before. The following are some tips for you to engage on LinkedIn so that you can start a conversation with your audience and make it natural to approach your potential clients.

1. Share someone else’s update and article

If you read something you like and think the information will be beneficial to your audience, share them and tag the authors to give credit at the same time so you can get yourself exposed to the tagged contact’s network.

2. Comment on someone else’s update

More than just liking, why not leave a comment that is smart, inspiring or meaningful? Other readers will be curious to click your profile picture beside the comment and build a connection with you. It also helps to maintain the relationship between you and the person who shared the update.

3. Join groups and start discussion

Joining groups is another way to increase your profile exposure and visibility. Join some groups that relate to your particular interests, your industry or your potential clients’ industries. Starting discussions and commenting on new threads to further expand your network and explore clients.

If you keep doing these, your network will grow and it will be easier for you to find new business on LinkedIn. Once you discover your potential clients, talk to them and get your business deals!

* Inbound Marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads.

3 Ways Inbound Marketing Is More Effective Than Traditional Marketing

3 Ways Inbound Marketing is More Effective than Traditional Marketing

During an economic downturn, companies naturally look for ways to cut costs. This may mean that less budget would be channeled into marketing, but less marketing budget does not help to improve business. On the contrary, companies are encouraged to invest more into marketing during times of lean economy, yet doing more of the same marketing activities is not going to be effective and productive.

The best solution for B2B marketers is to constantly learn, unlearn and relearn new marketing strategies to keep up with the times. Traditional marketing (TM) is on the way out. Advertising on the TV and in newspapers, outdoor advertising, cold calling, email blasting etc. are not only costly and tedious, recipients of such ads perceive them as ‘interruptive’ too.

On the other hand, Inbound Marketing* (IM) is becoming the the preferred choice for companies looking to reduce their marketing expenses while generating more sales leads and converting them into customers. Organizations using IM strategies are spending 62% less per lead than those companies using TM (source: 2013 State of Inbound Marketing).

Instead of investing into traditional marketing methods that are likely to be met with constant rejection, companies can utilize IM to focus on drawing in their ideal customers at a lower cost. Here are 3 big reasons why IM is better than TM:

1. IM costs less than TM: 3 out of 4 IM channels cost less than any outbound channel. IM strategies work by pulling potential customers in, through the creation of useful content which interests these prospects. For example, social media marketing costs almost nothing to start, but they can draw in a large volume of traffic to websites. Hence, while there is a low investment cost, Inbound Marketing can still pay handsome dividends.

Conversely, TM forces customers to accept the advertisements in an interruptive manner through ‘push’ marketing methods like email or telemarketing. Compared to IM, the relative inefficiency of TM means that companies using TM will have to invest a lot more resources into getting their desired amount of website visitors compared to companies using IM.

2. Better Targeting: 44% of direct mail is never opened. TM methods are also notorious for poorly targeting the audience. This can be an issue for niche businesses. When you do IM, you only deal with people who are already interested in your product. These are your ideal website visitors, as they are more likely to become sales leads. This would mean expenses are not wasted on reaching out to people with no interest in your product.

3. It is an Investment, Not an Ongoing Expense: When you buy pay-per-click advertising, its value is gone as soon as you pay for it. In order to maintain a position at the top of Google’s paid results, you have to keep paying.

However, if you invest into creating quality content and other IM methods such as Search Engine Optimization (SEO), you will be right up there in the top search results until somebody displaces you. So from a cost perspective, IM is more sustainable than TM.

These are the advantages of Inbound Marketing over Traditional Marketing in this competitive world. Over the years, many organizations have shifted their marketing gear towards going Inbound. In fact, they increased their IM marketing budget to 50% in recent years and are reaping the benefits as 41% can measure considerable Return On Investment (ROI) from IM.

Today, the landscape of industries is rapidly changing and companies need to adapt, and that includes minimizing costs whenever possible. If your company is looking to cut costs, target more effectively and receive greater ROI, it should consider IM as a means to increase its digital presence.

* Inbound marketing is a form of digital marketing that involves SEO, social media, blog and landing pages to generate sales leads.

5 Essential Features Of An Inbound Marketing Website

5 Essential Features Of An Inbound Marketing Website

In order for B2B digital marketers to effectively promote their businesses and acquire sales leads, their websites must immediately address the needs or challenges of visitors. Inbound Marketing* strategies rely on an interactive relationship between the marketer and his prospects, and it starts with his website. There are 5 features of Inbound Marketing websites that set them apart from other websites.

  1. Value propositions – With large amounts of information being directed at Internet users, they gradually succumb to a shorter attention span. Thus, it is important to grab the attention of website visitors quickly so that they will stay and browse your website. Am emphasis on design aesthetics makes the website visually appealing to its visitors, such as the use of colors, catchy headlines, visual design, etc. For instance, HubSpot has the value proposition of the statement “The #1 Inbound Marketing Platform” to arouse the curiosity of visitors to their website. After all, if the marketer doesn’t care about the website, why should the visitors?
  1. Accessibility – Websites are not just being visited from computers these days. A comScore report says smartphone and tablet usage now accounts for at least 60% of all online traffic. Making your website mobile-friendly encourages your visitors to stay longer on it. A mobile-responsive landing page provides another channel for effective visitor-to-lead conversion and bounce rate reduction.
  1. Social media activity
    Friend us on Facebook.
    Follow us on Twitter.
    Connect with us on LinkedIn.
    Sound familiar? The way Inbound Marketing works is that it functions in a closed loop, where all Inbound marketing platforms are integrated with each other, such as the main landing page, Facebook, Twitter, LinkedIn and the blog. Links for each social network should be displayed clearly for the website visitor to see so they find it easy to move from network to network.
  1. Landing pages – Landing pages are where the contact details of a prospect are acquired. Initially, the prospect’s name and email address are sufficient for submission when s/he want to download the free offer, e.g. ebook, white paper etc.. For successive downloads, other contact details should be collected. These are done so that digital marketers can better identify the prospect and his/her keen interest in specific topics and tailor-make their content to better serve the prospect’s needs. As the marketer-prospect relationship develops, the better marketers know their prospects and their problems, the more likely prospects become customers of suitable solutions.
  1. Calls -To-Action (CTA) – The call-to-action (CTA) button or link encourages visitor action, such as “download your FREE ebook” or “access your FREE trial”, therefore it must be designed to look visually appealing yet straightforward to visitors. Here is an often overlooked tip: create a CTA button for your “contact us” page too. Set up a readily accessible channel for your visitors to contact the marketing or sales team with the CTA on as many web pages as possible. This also provides the team staff opportunities to clear prospects’ questions and doubts and help them better understand the products or services on offer.

These 5 essential features are what set Inbound marketing websites apart from their traditional counterparts, not only for attracting more website visitors, but also the ideal kind of visitors that are likely to turn into leads.

* Inbound marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads.

Marketing Automation: Does it Save Your Time, or Lose Your Customers?

Marketing Automation: Does It Save Your Time, or Lose Your Customers?

Marketing automation is inevitable and would be gladly received by busy marketers since they need to wear multiple hats. But as more Singapore businesses automate their marketing in order to save time, leads and customers get more inundated with information. Is there a tipping point where automation will lower conversion rates and profits?

Frankly speaking and depending on work situations, not even a small team can effectively cope with all of the Inbound Marketing* work that comes with running a business without automation. There are just too many things to do, and it’s necessary to either automate or outsource (or both) to maintain good conditions. Automation is usually the preferred choice, because outsourcing is often more expensive and comes with its own issues.

The problem with marketing automation is that you can seriously estrange customers if something goes wrong. I had a very annoying experience in which I found myself in four or five email funnels simultaneously after buying a subscription and signing up for the blogger’s newsletter. I kept getting the same emails over and over again, in a different order and with a slight time delay. I ended up cancelling my subscription.

On average, for every customer complaint, 26 other unhappy customers are not complaining. Most customers who are dissatisfied do not complain. They just leave.

Then what exactly should I do about it?

In the early stages of your business, it’s a good idea to focus on high-touch marketing, sales, and customer service instead of automating every single thing. It will help you get sales leads much faster than providing run-of-the-mill service, which will pay for itself, given that loyal customers are worth up to ten times as much as their first purchase.

Here are two ideas for keeping things high-touch without spending all of your time on email:

1. Do Not Automate If You Can Systematize Your Personal Touches

Author and entrepreneur Chris Guillebeau sent a short welcome note to every single newsletter subscriber for the first year of his blog, which amounted to about 10,000 people. Later he said, “These actions (sending the note, then replying to any follow-ups) took a lot of my time but the effort was totally worth it! I built genuine relationships with many of the readers, some of whom are still with me five years later.” I’m not saying that you ought to write a short note to 10,000 people. Do not automate as long as you can systematize your personal touches. Customers—in fact, every one of us—prefer emails for themselves to emails for the general public.

Based on my experience, through the Inbound Marketing software of HubSpot, we can automate personalization of email to every prospect based on the stage of the purchasing cycle that he is in. That saves me a lot of time.

2. You Do Not Need to Automate Everything.

Have you heard about ‘bots’? An Internet bot, also known as web robot, WWW robot or simply bot, is a software application that runs automated tasks over the Internet. Typically, bots perform tasks that are both simple and structurally repetitive, at a much higher rate than would be possible for a human alone. While some find bots annoying ,others opt to use them when planning their social media shares.

If you do FULLY automate your posts (which I don’t recommend), at least keep your eyes on your social media. If someone comments, respond. In addition, you may not have time to read everything, but at the very least skim through the articles. You may find that the headlines do not accurately reflect what the article is actually about. Personally, I hate it when I get an auto DM on Twitter. We just met! I am not going to like your page on Facebook. Replies should be personalized to each recipient, by YOU or the person you hired to do it for you.

It’s important not to look like a bot when you automate. Done properly, social media automation and scheduling can be a thing of beauty.

Conclusion

As mentioned above, you need to keep your marketing and service high-touch, and raise your rates accordingly. Research has shown that 55% of customers would pay more for a better customer experience.

Above all else, make sure that you and your team are treating long-term customers with respect and giving them more attention (and benefits like first access to new products). In the end, it’s more expensive to acquire new customers than retaining existing customers (five times more expensive), so the margin is high enough that you can spend that extra time with existing customers and still be saving money.

In my opinion, the Inbound Marketing software of HubSpot is one of the most effective ways to automate marketing, while retaining the high-touch that all customers expect from you.

* Inbound Marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads.

3 Ways CEOs Can Participate In Social Media

3 Ways CEOs Can Participate In Social Media

There is no doubt that social media has totally changed the traditional marketing outlook and contributed to the advent of Inbound Marketing*.

In Singapore and other countries in South-East Asia, a traditional corporate hierarchical culture is still limiting employees to working within the boundaries of their job designations but a new online business dynamism is redefining marketing work.

Nowadays, more CEOs actively engage in social media. According to Ann Charles, BRANDfog Founder & CEO, “In today’s hyper-connected, information-driven world, CEOs and senior executives alike are expected to have an active social presence. Brand image, brand trust, and a company’s long-term success depend on it.” CEOs’ participation in social media is a good way to share news and information about the company. It can help to spread positive word-of-mouth and defend the company if it is at risk. But how should CEOs get involved in social media?

  1. Get The Suitable Tools

CEOs are always busy at managing different things. They usually have little time to manage multiple social accounts. Therefore, they should choose the right platforms on which they are most likely to succeed. For example, if the CEOs have a pithy communication style, they might do best with Twitter. On the other hand, CEOs who are more comfortable in front of a camera should choose YouTube as the platform for communication. Having the right platforms for communication is the key to keep the social media accounts active and engaging.

  1. Get Help From Others

Although there are CEOs who love to participate in social media and are naturally sociable, there are still some CEOs who do not feel comfortable in this medium. Those CEOs can get help from others by setting up a team to manage accounts on behalf of them. The social media team can help to keep up with social media tools, monitor online chatter and sentiments and educate the CEO on how to maximize social media usage in their own way.

  1. Get A Daily Summary From the Social Media Team

Even though CEOs can hire social media team to manage the accounts on their behalf, they still need to know what is going on. CEOs should ask their social media team to give them a daily summary of the accounts such Twitter, Facebook, YouTube, blogs, etc. As a result, CEOs can review the content and decide what they personally should reply to.

We should keep in mind that, in today’s world, people want to engage with celebrities and CEOs themselves rather than talk with a social media team. Being proactive online is highly recommended to CEOs since this can show that they truly care about their clients, customers and fans.

* Inbound Marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads.

Discover 7 A/B Testing Tips For A Successful Inbound Marketing Website

A/B Testing Tips For A Successful Website

Conducting an A/B test (or a split test) for the marketing elements of Inbound Marketing* website is a great practice for identifying effective ways to communicate your message and convert traffic into leads. Testing for website performance enables you to know which buttons, colours, images, etc. receive the most clicks or views, and the most strategic areas of the website layout on which these elements should be positioned.

To start off, the most important and memorable page for visitors would be your home page. It is essential to have your visitors drawn to the home page as that is where all your information is available to them. Included below are 7 A/B tests you can start running on your home page that could result in better conversion rates.

  1. Call-To-Action (CTA) buttons

CTAs are very important especially when it comes to selling or redirecting your visitors. They are a very powerful tool to generate sales leads. You can make many variations and changes to them like the colour, font, shape, placement, relevance, choice of words, etc. You can read more about the must-haves in CTAs here.

They all seem to be simple and easy to change and experiment, but one small difference can change your visitors’ attitude and behaviour towards your website and brand.

  1. Navigation bar

The navigation bar allows you to experiment with linking to website sections that drive the most traffic. You can also switch the order of your menu tabs, and measure which order works best for you. Besides reordering, you could experiment with the copy and font of the tabs.

  1. Login and signup buttons

You have to decide on whether a login or a signup is more valuable for your company. Once you have decided on your priority, you could try swapping the order, changing the colour, changing the shape of the button (if there is any), or any other variations to gain more clicks for your focus.

An example would be Dropbox. This is how their home page now looks like, note the difference for login/signup buttons:

Dropbox

  1. Content offers

You should publish the most popular or key content offers on your home page. Test several offers at the same time or rotate them over a fixed time period to measure click-through or opt-in rate to determine the best-performing offer and promote that one aggressively.

  1. Images

Your images need to be carefully selected and make sure that they are sharp, relevant and add value to your home page. Some images may encourage more attention and engagement than others, different forms of images e.g. photos vs. illustration, can also impact the response of your website visitor. Test out the placement, different images, size, and other possible changes, and find out which best suits your website.

  1. Headlines

This is the most significant text of your home page, visitors look straight at this when they are in your home page to find out more about you. With this in mind, you should put in effort to create the best headline with an eye-catching copy and design.

  1. Hyperlinks

The way hyperlinks work is similar to CTAs, whereby the choice and phrasing of your words (anchor text) can impact differently. Strong words stand out more than others. You can try a different phrase or make use of a different colour of hyperlink to check which option affects your click-through rate.

Just remember, whenever you have new ideas, split-test them. Testing and tracking the performance of web design elements is a proven method to validate their effectiveness in digital marketing.

Related articles:

1) 6 CTA Tests For Maximizing Click-Through Rates

2) 6 Tips For A/B Testing To Increase Conversions

* Inbound Marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads.

4 Interesting Ways To Convert An Inbound Marketing Skeptic Into A Believer

How To Convert An Inbound Marketing Skeptic Into A Believer

Skepticism among Singapore marketers and businesses often occurs when they do not know all the facts. In today’s world, with new things surfacing everyday, skeptics are all around. Information and education is the answer as to how to convert a skeptic into a full believer. The challenge is in communicating the facts and examples in a way such that it creates an impact pertaining to the skeptic’s particular doubts.

Here are 4 ways to turn a skeptic into a believer.

1) Skepticism Dissolves As Trust Is Built

We need to break down the natural wall of skepticism that tends to get built up when a new idea or solution is presented. Here are a few actions to help initiate a level of trust:

a) Acknowledge that change and results will not happen overnight: Inbound marketing* will take some time from your team to be implemented effectively and produce results.

b) Admit that change is not going to be easy: Inbound marketing requires involvement from each team member for a defined set of processes and goals. Establishing set responsibilities with the contributing team builds a higher level of accountability.

2) Skeptics Will Ask Pointed Questions

Anticipate and be prepared to answer questions that support your argument related to Inbound Marketing when you are planning to pitch. The following questions will likely to come up at some point of the process:

How does inbound marketing differ from traditional marketing? Traditional marketing is about pushing a message out through certain channels to gain attention. Inbound marketing is about creating valuable content through blogging and premium content concentrating on buyer personas, thus drawing attention in.

How does it give us a competitive advantage? The Internet is the easiest place for a business to build market share. A website that has strong content, backlinks and continues to publish relevant content on a regular basis will establish stronger impression of authority on the subject or niche.

3) Skeptics Will Need Reliable Resources and Facts

Inbound Marketing has proven to be more effective than outbound marketing at both generating leads and driving sales. This statement alone will not convert a skeptic into a believer, but here are a few facts and data sources that will.

An inbound lead costs 61% less than an outbound lead

Companies that blog once a month generate 70% more leads

70% of all links clicked are from organic, not paid

4) Skeptics Will Look for the Bottom Line

Setting realistic expectations with a skeptic is critical. It comes down to team contribution, understanding buyer personas and the challenges with each of them, and the intensity of your team’s approach.

Incorporate inbound tactics into outbound methods of outreach: When sending an email distribution, include a “top of the sales funnel” offer, ebook or white paper.

Add visual calls-to-action on your website: Placing a Call-To-Action (CTA) in every spot on your website that a new visitor may see is critical to capturing important information.

Share valuable content that targets your buyer personas: Understanding your buyer personas is one of the most important factors to creating valuable content. Factors to consider when generating content include aiming to solve a prospects problem, elicit an emotion, or empathize with their needs.

Track and analyze your activities: One way to immediately evaluate success is by reviewing growth in organic traffic and leads. When done right, the statistics that support inbound marketing and the impact it can make on generating leads for your business will turn any skeptic into a believer.

After they’re sold, educate your ex-skeptics with more information on Inbound Marketing and soon, your Inbound Marketing efforts will be up and running.

* Inbound Marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads.

5 Tips For Generating Sales Leads Using Social Media Outlets

5 Tips For Generating Sales Leads Using Social Media Outlets

Social media is a great platform to generate sales leads for Asian businesses. However, time and effort are required. Read on to find out 5 key points in generating leads using social media outlets.

  1. Utilize Multiple Channels

In order to generate more leads, you need to make use of all possible social networking platforms like Facebook, Twitter, Instagram, YouTube, Pinterest, Google+ and LinkedIn.

  1. Useful and Valuable Content

“All great marketing is about understanding the people you want to reach and creating something valuable, interesting or entertaining just for them,” – David Meerman Scott said.

The more useful and valuable the content is for your audience, the higher the chances of generating more sales leads. Therefore, you should try to understand what your target audience truly value and want to read. Then you can share articles according to their needs and wants, and establish yourself as an expert.

  1. Engage the Audience

To create a great impression to all potential leads, you should consistently engage your audience. You should re-post, re-tweet, and link interesting articles. When customers and visitors post questions and comments on your social media pages, you should respond to them within a short period of time. Also, you can have people write guest posts for your blog and you in turn can write for them. Fostering connections is important for social media success.

  1. Add Website Links

Adding your company’s websites on your social media is a vital way to generate more sales leads. Having your company’s website address in the profile descriptions of social media accounts can lead to more access to your website and more lead conversions eventually.

  1. Measure the Results

By measuring your social media marketing results, you can understand if what you are doing is generating leads. You should quantify the social media activities into useful metrics so that you can decide your further actions. It is necessary for you to use social media monitoring tools since they can provide you the best possible evaluation.

The way people market has changed, while traditional marketing is losing its effectiveness. The use of Inbound Marketing*, which involves the top social platforms as mentioned above, will enable you to move one step closer to generating more leads.

* Inbound Marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads.

How To Get More Facebook Page Likes?

How To Get More Facebook Page Likes

While marketing your products or services, you need a community filled with people who like you and are willing to share your content with like-minded friends. Facebook, as most people know, is a huge platform which allows you to connect and share. This is something Inbound Marketing* requires for expansion of contacts.

It is not just about the quantity of Facebook Likes that you collect; it is about the quality—attracting Facebook likes from a group targeted to suit your business goals whose comments can increase your shares on Facebook and achieve more business opportunities.

So here are 5 quick and basic tips to drive targeted Facebook likes to your business page.

1) Complete your Facebook Business Page Profile

Ensure that the link connected to your website after you have created your Facebook Page works. Further detailed information such as your address, phone number and hours of operation listed will help the potential clients understand your business better on the page. Not only will this inform your potential followers, it will tell others what kind of organization you are and what type of business you offer, so that they see your company when searching for products or services like yours.

2) Invite Existing Contacts to Like you on the Facebook Page

Business opportunities, in fact, were already present with the help of friends and family. These people would be more than willing to connect with your business on Facebook. Try asking them for more Likes and positive reviews. These initial likes will give you higher social media credibility and visibility. Following that, you should alert your existing customers, business partners and other social communities, requesting them to promote your Facebook page anywhere and mention your website.

Within the Page Manager section of your page under the ‘Build Audience’ menu of Facebook, you have the option to invite your personal Facebook friends to like the page, share your page with your Facebook friends through the News Feed, and upload a list of email contacts to encourage existing contacts to connect.

3) Create Value and Publish Engaging Content

Without publishing engaging and entertaining posts on a regular basis, your Inbound Marketing strategy is incomplete. You should also pay attention to the posts that get the most engagement. If your posts are valuable to your followers, they will share your posts and help increase your Facebook likes. Alternating photo and video updates are among the best types of posts for driving engagement so make sure you publish information your followers can relate to and will like.

You may also want to include calls-to-action (CTAs) in some of your posts, asking followers to like, comment or share your content, or ask your community a question. If you’re in tune with your buyer personas, you will have a good idea of what types of content to publish. If not, or if you just need some inspiration, consider spending a week taking note of the types of content in your own News Feed that compels you to click, comment, or share.

4) Pay for new Likes by using Facebook Advertising

One of the advertising channels that Facebook provides is ‘Page Like Ad’ that contains a CTA to ‘Like Page’ to gain more Likes for your Page. It will appear in the News Feed as a Page post or display ads on the sidebar of the News Feed. If you want to reach people who don’t even know about your Page, but would possibly be interested in hearing from you, you can use Facebook’s targeting capabilities to reach your ideal buyers and grow your business.

5) Measure, Analyze and Learn

Use Facebook Insights to search useful metrics on your page performance. You can see things like reach (how many users are seeing your posts), engaged users (how many users engage with your posts) and new likes (when and why do you get new followers). These metrics will help you understand what’s driving your likes and engagement, so that you can adjust your posts accordingly.

I believe you are most likely on Facebook, hence you will be able to make use of these useful techniques to gather Likes and further improve your Inbound Marketing strategies.

* Inbound marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads.

How To Design Your Website The Inbound Marketing Way

How To Design Your Website The Inbound Marketing Way

Inbound Marketing* has brought digital marketing up another level, and the area of website design is also affected. A good website design is instrumental to the establishment of a company’s online presence, and for this reason, let’s look at how Inbound web design compares to traditional website design and how to stay relevant with the latest design techniques.

First, we identify the similarities so we can get them out of the way: both Inbound and outbound-oriented websites should look professional and presentable, search engine-optimized and provide a user-friendly environment. But that’s about it when it comes to similarities.

Here are 4 features that separate an Inbound marketing website apart from an outbound-oriented website:

Content – The first thing you should notice when you browse an Inbound marketing website is the amount of content on the site. It typically several of these items: videos, webinars, blogs, whitepapers, ebooks, infographics, tip guides and podcasts.

An Inbound marketing agency knows that the key to converting website visitors into leads is content. They also know that content helps sites get found through search engines. The more content you have, the higher your site is going to rank on major search engines and the more your visitors are going to share that content on social media, which in turn will also drive rankings and traffic.

Offers – Content for content’s sake is not enough. Professional Inbound marketers know they need content for everyone visiting the site, not just the people ready to buy today. This means taking into consideration your prospect’s buying process when you create content for your Inbound marketing website.

The offer includes no-risk offers for people at the top of your sales funnel, low-risk offers for people in the middle of the funnel and the direct business offer for people at the bottom of the funnel who are ready to buy.

Blogs – Most people know they need a blog on their site, but it’s the Inbound marketing leaders who recognize the strategic importance of an active blog. In short, the more you blog, the more you are going to get found on major search engines, and the more blog posts get shared by your connections and followers on social media. If your blog content is compelling, more people will visit your website. It’s only natural that content demonstrates your expertise, establishes your authority and gets people curious about what you can do to solve their problems and challenges. Blogging is integral to today’s Inbound marketing efforts and without a blog post published 2 or 3 times a week, your website is at a severe disadvantage.

Personalization – The top-performing websites are able to create a highly personalized surfing experience for their visitors. As progressive marketers, we need to consider creating a similar experience. One way to do this is to be smart about our marketing and use Inbound marketing tools to deliver content in context.

This means that when a prospect has downloaded a free report from your site, you want to follow up by offering him/her related pieces of educational content. The only way to know this about your prospect is to use a platform like HubSpot. Modules like customized workflow design, smart call-to-action (CTA) buttons and landing pages that adjust according to past behavior help to personalize a visitor’s website experience.

Take a look at some Inbound Marketing websites and you will quickly see the focus on conversion, content and how they tell stories to engage prospects, turning them from visitors into leads. Additionally, to perfect your website, apply A/B testing to drive more conversions, and also make sure your website incorporates a good font for your readers.

* Inbound marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads.

3 Reasons For Using Workflows To Nurture Sales Leads

3 Reasons for Using Workflows to Nurture Leads

Workflows, also known as marketing automation, is one of the most powerful tools available in Inbound Marketing* for engaging your potential prospects. To know more about how workflows work and when the right time for workflow implementation is, take a look at our previous blog post, The Secrets Of Email Workflows For Lead Conversion.

Let’s take a look at 3 reasons why you should be using workflows for easier and more effective lead management.

  1. Workflows Help You Convert More Leads Into Customers

Using workflows gives you the opportunity to have exceedingly powerful segmentation of your leads. Your leads can be grouped on the basis of different properties and behaviors. This means that you can very closely target your emails to their specific interests and needs, such that each customer’s needs will be achieved by your company, through workflows.

The days of pushing one standardized email to all your leads are long gone. Now is the time for using smarter tools to send your lead content on what they are looking for in particular, rather than general content for all leads, that they will likely be uninterested in. According to a report released by Lenskold Group, 60% of survey respondents who use marketing automation say it has increased the quality of the leads, who get converted to customers eventually.

  1. You Can Customize the Content and Timing of Your Workflows

The specifics of your workflow can be set according to the prospects’ position in the life cycle of your Inbound Marketing funnel. For example, if you have a handful of leads that are much closer to being ready to buy your products than others who are still doing their research, you can set up a workflow to send the former group three to four emails per week, instead of one. If your leads who own small businesses respond better to emails sent on weekends, you can set your workflow for these leads to only trigger emails to send on Saturdays and Sundays. By allowing you to take control over the process details, you can tailor each workflow to work best for your leads, and in return, your company.

  1. Using Workflows Saves Time

Workflows are completely automated in sending emails or offers to leads. Once they are grouped according to their needs and wants in a workflow, your company can assure that the emails will be sent on time to the prospects, without you having to lift a finger. The only thing you need to do is following up from time to time on their activities on your website. This saves up a lot of time for your other projects.

I’m sure there isn’t any good reason not to jump onto the bandwagon and get involved in using workflows now. With the time and effort saved on lead nurturing, you’ll be able to free up loads of resources to focus on other projects.

*  Inbound marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads.

Introducing LinkedIn’s 2 New Tools For Inbound Marketing

LinkedIn has introduced 2 tools to improve your social media marketing a bit smarter. Content Marketing Score assists you in measuring your company’s success and Trending Content provides insights into what successful content looks like, giving you much more in-depth context.

On top of measuring your success with LinkedIn marketing analytics, these 2 tools offer some additional LinkedIn-specific recommendations that can be coupled and tracked with your existing tools. Wouldn’t it be wonderful to have more data that is actionable and specific?

Let us take a deeper understanding of these tools and look at how you can use them in your marketing campaigns.

Content Marketing Score

LinkedIn’s Content Marketing Score provides the data you need to grow your company’s presence. It measures the members’ engagement with your “Sponsored Updates”, “Company Pages”, “LinkedIn Groups”, “Employee Updates”, and “Influencer Posts” if applicable, and ranks you against your competitors based on these criteria.

You can filter your score results and compare them against others in the same region, seniority, company size, job function, and/or industry. LinkedIn will also give you recommendations for improving your score over time.

The competitor data is a great tool especially for viewing who you are matched up against and how you perform against them, which can be eye-opening.

If your company wants to take a deep dive into optimizing its LinkedIn presence, these metrics will be very helpful in mastering the first step of LinkedIn, which is engaging your followers. If you are interested in getting the full picture of how your LinkedIn marketing drives results, you can supplement your Content Marketing Score with the rest of your marketing analytics.

Trending Content

One crucial aspect of developing an Inbound Marketing* strategy is to be on top of the current happenings in your industry. It is important to know the current issues if you plan on creating compelling content that will generate traffic and leads. Having an RSS feed set up on top websites to get news from is a good start. LinkedIn’s Trending Content is an additional tool for your industry monitoring list.

This interactive tool reveals the most popular content on LinkedIn for each different audience and topic segment, such as automotive, executive, financial services, health and pharmaceuticals, high-tech, IT, marketing, small businesses, students, and venture capitalists. You can pick your segment and view top shared articles and topics from posts and Influencers Channel on LinkedIn.

Aside from LinkedIn, you can boost your marketing efforts with other social media platforms such as Facebook and Twitter! To achieve that, read up on these tools that will help you optimize these channels.

* Inbound marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads.

The Best Time to Post on Facebook

The Best Time To Post On FacebookSocial media marketing is one of the vital components for an Inbound marketing campaign and Inbound marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads. This includes the use of social media platforms such as Facebook, in the form of status updates or shared post. To make sure they’re getting seen, you have to pick a good time to post.

But how can we determine what is the best time to post on Facebook?

Focus on understanding your audience’s activities:

  1. Determine who your audience is
  2. Check out when your audience is active on Facebook
  3. Study what they are looking for

Usage of Facebook

Nowadays, most people access Facebook from their mobile devices rather than a desktop. According to Facebook Newsroom, there are 751 million active users each month. Leverage on this by posting an announcement or sharing a campaign on Facebook, a strong tactic of online marketing.

Let’s review what the best time to post on Facebook is:

According to countless studies, here are the best and worst times to post:

I hope these Facebook timing statistics have provided you with more insight into the best posting practices, and will help you get your audiences’ awareness. Aside from updating at the right moments, you may also want to optimize your social media channels by taking into consideration factors such as post frequency.