Insights

We all know that customers can’t buy things they don’t know exist. Identifying and reaching them is crucial to the success of any business. With this in mind, defining buyer personas is the foundation for your enterprise inbound marketing strategy, and is crucial for creating and disseminating content that will appeal to and reach your target audience. Let’s look at out how to create your buyer personas and consider the people in and outside your organization that shape your content development process.

Take a Hard Look

What is the first impression your website gives? If it went on a job interview, did it show up in pajamas or in a suit? Your website is your calling card to the internet world. A few key things to look for: clear and consistent branding, diversified content, and a killer homepage.

A shift in focus from outbound marketing tactics (telemarketing, direct mail, trade shows) to inbound marketing (social media, blogs, corporate websites) has been driven by increasing digital and internet capabilities and usage and changed the way companies interact with customers. We’ve moved from an era of information scarcity to information abundance. This might mean the power is in the customer's hands, but it also means you have a slew of powerful, fairly easy ways to connect with them. Here is where social media comes in. If you’re a B2B company, you’re likely not as worried about having huge amounts of followers, but you do want to establish yourself as a thought leader and an expert in your field. Social media accomplishes this by allowing you to share relevant, updated information in a timely manner. If you post a quality blog article every week that people read and share, you put your content and your company in front of your audience’s eyes on a regular basis, not to mention you attract new eyes and ears. A few powerful ways enterprise can utilize social media? Open communication channels, build your reputation, research your customers, and network.

Search Engine Optimization (SEO) is an important component of your inbound marketing strategy. Good SEO practices help prospects find you, generating traffic to your website and capturing potential sources of revenue. Unfortunately, there are a few SEO tactics still out there that are tricks and actually hurt your chances of getting higher on search engine page rankings. If someone encourages you to try something that sounds like one of the 3 tricks below, take a careful look because it could be a signal to run the other way.  You might have heard the terms white hat and black hat SEO. These practices fall under the latter label and can kill your SEO efforts.

Calls-to-action (CTAs) are one of the most important drivers in your inbound marketing efforts.  They encourage prospects to become leads and leads to become customers. Consider these ways to craft effective CTAs that capture your target audience’s attention and encourage them to spend their time and money with you.

You’ve got prospects to your landing page, but you don’t want to lose them there.  Good landing pages are vital for retaining audience engagement and moving prospects one step further down the sales funnel.  Read on for some tips to get your landing pages in great shape and ready to boost conversions.

According to IBM, we generate 2.5 quintillion bytes of data across the globe every day.  With continuing technological advances and sharing capabilities, we’ve managed to create 90% of the data floating around in this world in just the last two years.  I can see you simultaneously smile and cringe at the thought of it.  With all this data, and its exponentially growing nature, the question on everyone’s mind is:  how do I find the data I need and use it at the right time and in the right place?  The answer to this question is the difference between getting lost in the mountain of information out there or using the power of data to reach a peak of profits.  The answer is enterprise inbound marketing.  In other words, establish a plan and create processes.

Content marketing is all the rage right now in the online marketing world, but with the deluge of blogs, articles, ebooks and so on, we've all created a new form of clutter for ourselves. Where most marketers miss the mark is quality will always trump quantity in content marketing. Before you start blogging, there are some basic fundamentals you need to create measurable, successful results. Follow these tips to create solid content.

We all reach that point where we feel ideas are stale, no new content or ideas are being generated, and, to be honest, we feel a little boring.  Get out of that funk and tap into the huge reserves in and outside of your organization with these top of the funnel content marketing ideas:

Enterprise Inbound Marketing is a powerful tool – one that can have customers searching you out and boost revenue to boot. But getting the most out of your marketing automation strategies and software requires a well-oiled machine with moving parts that work together seamlessly to achieve this marketing magic. Let’s address some of the most pressing issues of today’s CMOs and identify solutions to their inbound marketing woes.