Inbound Marketing for Manufacturers Blog

    Website Migration Checklist: 5 Steps for a Streamlined Transition

    Sometimes a website needs a new home. Perhaps the company’s web development or SEO expert is recommending a change to improve user experience or technical performance. Or maybe an exec-level decision maker wants to increase or decrease investment in digital marketing.

    Either way, the ripple effect this has on the success of a website can be massive -- for good or bad.

    Topics: SEO Websites Mobile Analytics HubSpot GoDaddy domain name Search Engines

    Insourcing Marketing vs. Outsourcing to an Inbound Marketing Agency

    There's a common misconception that hiring an agency to do your marketing is much more expensive than handling it internally.

    The trick about marketing is that it's not one single job that you're paying someone to do. There are many tasks and responsibilities that require a variety of skill sets. The salary of an individual who can do all of those things effectively is much higher than a monthly agency retainer fee. Hands down.

    "Marketing" is one word that encompasses a lot of components and gears and creative production. You may decide to outsource some of those pieces, while taking care of others in-house. So, the real question you want to ask yourself is: What parts of my inbound marketing strategy do I need to outsource, and which can I do internally?

    For some of our clients, they can't do anything internally. Whether it's a matter of time, resources, or ability, they're simply unable to take care of their marketing strategies on their own.

    Other clients have some experience with different aspects of marketing, plus a little extra time to churn those bits out. They take care of those pieces, and we handle the unfamiliar territory.

    So, what are the different pieces that need work? How do you know if you can handle them yourself, or if you should hire an expert? Let's take a look.

    Topics: SEO Social Media Strategy CTA Mobile B2B Analytics Inbound Marketing Inbound Marketing Services Statistics Inbound Sales Keyword Research

    Inbound vs Outbound Traditional Marketing: Value Comparison

    Large investments typically cause sticker shock. We get it. We hate sticker shock too. But if you make a smart investment, it really ends up paying for itself. 

    Topics: Social Media Strategy CTA Mobile B2B Inbound Marketing Lead Generation Inbound Marketing Services Statistics Inbound Sales HubSpot

    9 B2B Email Marketing Tips to Help You Stand Out

    Tomlinson sent the first networked email in 1971. Back then, an email was a way to copy a file to another user’s file directory.

    Email has evolved a lot since 1971, and email marketing has evolved right along with it. Because of smartphones and tablets, we have access to emails 24/7. And with more than 293.6 billion emails sent daily, you don’t want yours to get lost in the shuffle.

    Topics: SEO Social Media Strategy Email Marketing Mobile B2B Twitter Inbound Marketing Services Statistics Inbound Sales Inbound Linking Search Engines LinkedIn Keyword Research

    5 Systematic Steps to Increase Your Website Traffic

    Every business wants to increase website traffic. More traffic means more customers. While there are several options for increasing your traffic, not all of them are created equal or provide equal results. Having a system to constantly improve and increase website traffic is the best approach to drive new customers.

    Topics: Usability SEO Social Media Strategy CTA Mobile B2B increasing website traffic Inbound Marketing Services Inbound Sales Inbound Linking Search Engines B2C Keyword Research A/B Testing

    Why Mobile Marketing Matters for Email Marketing Campaigns

    Why does mobile matter for your email marketing efforts?

    According to OptInMonster, 78% of smartphone users check email on their phones

    However, only 12% of email campaigns use responsive design. Not using responsive designs for email campaigns is doing yourself and your business a disservice. Responsive design mobile marketing emails generate 24% more clicks.

    What does it mean when nobody is optimizing their online efforts? It means there's an opportunity for you to outshine your competitors. You could follow the crowd and lag behind technology... or, you could blaze ahead and set the bar for your competitors and customers.

    44.87% of the world's population owns a smartphone. Make your email campaigns responsive now to stay in front of tomorrow's prospects. 

    Topics: Usability Social Media Strategy Lead Nurturing Design CTA Email Marketing Mobile B2B Inbound Marketing Services Brand Awareness Statistics Search Engines pillar pages B2C Keyword Research

    How to Improve Sales With Website Conversion Paths

    Conversion Path: The path a visitor takes through your website to become a lead. A typical conversion path requires a call-to-action, a landing page, a form, and a thank-you page.

    Topics: Usability Websites Buyer Persona Strategy Convert Design CTA Mobile Blogging Landing Pages Inbound Marketing Lead Generation

    How to Improve SEO by Addressing Duplicate Content

    Topics: SEO Websites Strategy Design Mobile Content Marketing Inbound Marketing

    Common Business Website Problems

    Just having a website doesn’t cut it anymore. Those days have been long gone! A website is often the face of the business and the first place that an individual interacts with a business, whether it’s a B2B (business-to-business) or B2C (business-to-consumer) environment. Despite the fact that the first impression of a business is made through the website, there are common business website problems that are constantly occurring.

    Topics: Close Usability SEO Websites Design Attract Mobile Content Marketing

    A Website Redesign Should Include These 4 Things

    If you are planning a website redesign in 2015 there are 4 areas you MUST include to ensure you get the outcome you're really after, more business. I shiny new look and feel will certainly help to build trust with your visitors when they arrive, but if you have no visitors to see it, what's the point? It's an absolute must to have as much focus on your efforts (think SEO, content marketing, social media, sponsored advertising) to get high quality traffic to your site as your efforts to make your site look better.

    1 - A Blog

    In case you haven't heard... you have to be producing content if you want to get high quality traffic to your site. I'm not talking about people searching for your brand name, or people using local search to find a local supplier. I'm talking about new, high quality visitors that need what you provide and search for terms around your offering versus your brand name. That's how you grow your business.

    The absolute easiest way to generate content on a consistent basis is through a blog. If you aren't familiar with what a blog is, you are viewing one right now. Generally speaking, they are regularly updated sections/pages of a website that tend to be less formal, but often educational in nature. Blogs provide a nice, categorized way to share content about your products, services, industry and ideal buyer questions. We all know that being sold to sucks. We'd much rather be educated than sold to. A blog will do that for your buyers.

    2 - Content Marketing

    This area is a nice tie-in with blogging as you can often take your blog topics and expound upon them to create higher value content worth exchanging an email address for. The idea with content marketing is that you have educational content that your ideal buyers will find valuable enough to give you some basic contact details in exchange for it.

    When they do so, you've generated a lead. Your job then becomes nurturing that lead through a continued educational effort until they move closer to being a qualified lead that you should be talking to. This is often done through email marketing, social media and CRMs.

    3 - Responsive Design

    This could technically be tied to the redesign of your site, but it may not be completely obvious at first. Responsive design, as we've covered many times in the past, is a way of developing your website that allows your site's design to adapt (respond) to the size of the device being used to view it.

    In other words, it makes sure that smartphone users have a smartphone-optimized view of your site, as well as tablets, TVs, etc...

    Google recently indicated that by the end of 2014, over 50% of the searches done on Google will be from a mobile device. That means there are tons of people looking at your site on a mobile device too. If the experience sucks because the visitor is stuck zooming way in and panning around to read your content, they won't stick around.

    4 - SEO

    Search engine optimization should no question be part of any website redesign or ongoing marketing effort. Some of the items above will go a long way to helping your SEO strategy, but you need a site developed using SEO best practices that ties to your SEO strategy to be successful. You do have a SEO strategy, right? Installing a few Wordpress plugins on your blog is not an SEO strategy, especially not one you can monitor performance of and improve over time.

    When you do a website redesign, you have to be super careful not to undo any positive SEO effect you are getting to your current site.

    So Much More

    There are so many more areas that you or an agency you hire should do on an ongoing basis to ensure that you meet your business objectives, but these 4 will be a great start when coupled with a website redesign. The main point I want you to take away here is that a shiny new "skin" to your site won't help you grow your business if you don't generate an increasing amount of high quality traffic.

    Topics: Close SEO More Attract Mobile Content Marketing Inbound Marketing