Google AdWords exploration

Google AdWords is an online advertising service that allows users to display their web pages based on keywords and links to content. AdWords offers pay-per-click on advertising for text, banner, media ads, and etc. Some benefits of Google AdWords are:
1. Target your ads –
This gives you the ability to show your ads to reach people with specific interests. AdWords offers different ways to target your online ads and those are:
-Keywords: Words or phrases relevant to your products and service. This is used for showing ads when searching with those terms and relevant websites.
-Ad location: Show your ads in multiple locations such as search engines, commercials sites, or personal sites.
-Age, location, and language: Choose how you want to show your ads with the age, geographic location, and language of your customers.
-Days, times, and frequency: Show your ads during certain hours or days of the week, and just being able to determine when your ads appear.
-Devices: Ads can appear on all types of devices and you can also determine which devices you want your ads to appear on.
2. Control your costs –
AdWords can give you control over how you can spend your money for instance you can choose how much you spend per month, per day, and per ad.
3. Measure your success –
You can measure you success by the number of clicks in your ad and by what they did on the site like purchasing a product, downloading the app, or phoned in an order that you can track. By measuring these ads you will quickly see where to invest in your campaign Analytics can help you learn many things about your customers.
4. Manage your campaigns –
You can manage multiple accounts and this helps to save time and quickly make changes to your account.

So where can you advertise?
Your ads can show up on either Google search network or the Google display network. The search network works with Google search and other Google sites like map and shopping and other non-Google search partner websites. This can help the advertisers do the following:
-Show their text ads next to Google search results
-Reach customers actively searching for their specific product or service.
The display network includes a collection of Google websites, partner sites, and mobile sites and apps that show AdWords ads matched to the content on a given page. This can help the advertisers to do the following:
-Use appealing ad formats to reach a wide range of customers with broad interests
-Build brand awareness and customer loyalty
-Increase engagement with customers
-Choose more specifically where their ads can appear, and to what type of audience.

Also think about the different types of ads that can appear on Search Network sites:
-Text ads: those are the simplest and most common kind of search ad, text ads are made up of a headline, a display URL that shows the address of your website, and a description.
-Ads with extensions: Ad extensions are visual enhancements to search ads that more prominently display information about your business (phone number, location and links to relevant content).

Once you know where you are placing your ads you need a bidding strategy. Some options that you can choose are Cost-per-click, Cost-per-thousand impressions, and Cost-per-acquisition.
When you are setting up a campaign you need to know what type of campaign you are going to use such as a search network only, display network only, and a search network with display select. The campaign should also be structured into separate groups and themes for what you are advertising. Below is an example of what your campaign structure could look like.
Whichever campaign you choose, you need to have a keyword planner to develop a campaign and the benefit of a keyword planner is to research keywords because you can get keywords that are relevant to your product or service and to get historical statistics and traffic estimates because this will help you decide which keywords to use in your campaign and set bids for budgeting your campaign. You can also use a display planner when developing a new campaign to think about basic details like customer interests. The benefits of this are research targeting methods that help you get ideas for keywords, placements, etc. and to get impression estimates and historical costs to see how your ideas are formed based on past results and get historical costs to help guide your bid.
Now once we have found what type of campaign we are using and have gotten it set up to what is being seen, you can measure your results. Some tools to measure your performance are using conversion tracking, Google analytics, and campaign experiments. What you need to measure is clicks and click-through rate, keywords, and search terms. It is also good to know conversions, sales, page views, leads and more.
When you measure these results, look for the changes that you need to adjust based on your conversions and etc. Another thing you need to look at is continuing to increase your brand awareness through targeting options, ad formats and bidding strategies.
Now that I’ve read this I think I am ready to study a little more and than take the test!
Thanks for reading,

Google AdWords exploration

Search Engine Marketing and Paid Search

Search engine marketing is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages through optimization and advertising. Google Adwords helps with optimizing advertising by reaching people at the precise moment that they are searching for what you are offering. Your add is displayed to the people when they are already looking for your product. You can also control your budget with Google Adwords with cost-per-click bidding, and deciding how much or little you want to spend. You can also see exactly what is working in your ad and build off it.
Here are some ways that Adwords works. Keywords (words or phrases) can trigger your ad to show on other sites. Keywords can also trigger your ads on other sites across the internet in places like YouTube and other partner sites. Google than determines whose ads will appear and in which order, called Ad Rank. The Ad Rank is based on a combination of your bid and quality score (a measurement of the quality of your ads, keywords, and website). Your bid is a maximum cost-per-click that you are willing to pay for each ad.
Some advertising vocabulary is:
1. Search phrases – words or phrases that people use when searching online.
2. Campaigns – plan to get your ads to the people who are most likely to want your offerings through keywords, ads, and targeting methods.
3. Organic vs. ads – Google splits the search results into two types of lists: organic – lists of websites that match someone’s search phrase, no one can have their website show up in these results. And Ads – lists of ads that match someone’s search phrase. Advertisers can pay to have their ads shown based on keywords and targeting methods they have chosen and/or created.
4. Impressions – number of appearances your ad makes on a website or anywhere an ad appears. This is a unit of measurement.
5. Avg Cost-per-Click – price you pay each time someone clicks on your ad.
6. Landing pages – the website where you send customers after they’ve clicked on your ads. Including some of the same details on your ad.
Google search results differs from ads because when people are searching on Google they will find two types of results:
1. AdWords ads – these appear typically along the edge of the page, they are matched to a person’s search with the keywords and campaigns, and are ordered based on combination of cost-per-click bid and relevance.
2. Search results – these appear typically on the middle of the page, they are matched to a person’s search using information like text on a page and links to a page, and are ordered on the page based on things like relevance to the search term and popularity.
Some things to focus on to
Increase traffic:
-increasing clicks and CTR
-maintain a good keyword list
-review your search terms
Increase sales or other types of conversions:
-increase conversions
-choose relevant destination URLs
Raise brand awareness:
-increase impressions
-drive customer engagement

Now that you know about search engine marketing, HubSpot has an ebook The Beginner’s Guide to Paid Search that will add to information on search engine marketing.
So a paid search is one of the two ways to market a website via search engine (part of search engine marketing). A paid search allows you to pay a fee to have your website displayed on the search engine results page when someone types in specific keywords or phrases into the search engine. This differs from an organic search (the other of the two) because it is an unpaid, natural search.
Some uses of paid search are for:
-testing and optimizing your landing pages by directing traffic to your choice of pages, splitting the traffic to different pages, and finding the pages that convert at the highest rate.
-finding new keywords for your campaign and see which are performing well to add to that keyword.
-rank higher than your competitors (get in the game)
Paid searches can’t stand alone so try and find ways to compliment them and increase your visibility with organic searches as well.
The three main elements to paid search are keywords, ads, and landing pages. Starting with a list of keywords telling Google when to display your ads, and those ads direct them to your landing pages which will hopefully get people to covert. Paid search goes hand in hand with pay-per-click. This means you are paying for when your ad gets clicked on, not just displayed.
Google uses “quality score” to make decisions about your keywords used in your ad. Their motivation is to provide an optimal user experience for their searchers. They want the ads that are displaying to always be relevant to the search terms. When your ad is displayed, you don’t just want to pick a certain group of keywords and have the ad shown only when those keywords are entered into the search engine.
There are certain match properties that you can display with your ads;
exact match – will only display your ad if the search term includes that exact keyword, with the words in that exact order.
phrase match – will display your ad if the search term contains the same order of the words, but it can also contain additional words.
broad match – will display your ad when the search term contains any or some combination of the words in your keyword and in any order.
These match types help to optimize your campaign strategy so check your metrics to see what works for your campaign.
The structure of a Google AdWords account is also critical to the efficiency and success of your paid search campaign. It is important that you structure your account so that your keywords and are tightly woven together.
The four different metrics are:
impression – a single instance of your ad being displayed when someone types in the search keyword for it.
click – an instance of a viewer actually clicking on your ad once it has been displayed.
conversion – an instance of a viewer that saw your ad, clicked on it, and took the action you intended for them to take once they got to your landing page (buying, subscribing, etc)
spend – the amount of money that you have spent on your campaign so far.

Search Engine Watch has a article of 4 Reasons You Should Run a Paid Search Campaign with an Already Successful SEO Strategy.
1. Organic Rankings Are Volatile; Ad Rank Is Not – One day you could be in the top five keyword and the next you could be nowhere to be found. Paid search campaigns require a fair amount of work to achieve a good Ad Rank but you have more control over the ranking of your ads than you do over organic search rankings.
2. Earn Twice the Visibility – Be listed once on the first page and also on the second because having double the visibility is a clear advantage.
3. Increase Click-Throughs – even though clicks are not a measure of success but can be considered for conversions.
4. Increase Probability of Conversion – to increase traffic you increase probability of conversions. Conversions will increase a result of higher search visibility and bring more traffic to your site.

I hope this helps to further understand search engine marketing and paid searches.

Thanks for reading,

Search Engine Marketing and Paid Search

Search Engine Optimization, How is it done?

So through all of these blogs that I’ve posted, I have been mentioning the power of search engine optimization (SEO). Here is when we get down to explaining how it really works.

Moz, an inbound marketing software company that specializes in SEO, has a Beginner’s Guide to SEO that will help me to further explain SEO. SEO is a marketing discipline focused on growing visibility in organic search engine results. SEO will help improve rankings, drive traffic, and increase awareness in search engines. This is done through keywords, links and site structure. SEO is the key to digital marketing!

Chapter 1:
In the first chapter there are two major functions of search engines.
1. Crawling and Indexing- Googles main job is to crawl the web and search the web
Crawling is a term that means the links that allow search engines to reach the many billions of documents on the web. When the engines find the pages, the code is stored and held to be recalled later when someone in the world uses the search query.
2. Providing Answers
Search engines are answer machines. When someone is looking for something, the search engine returns with results that are relevant and popular. The search engine assumes that the more popular site, page, or document then the more valuable the site is. So there is a an algorithm is the engine that will first sort the search from relevance and then popularity.
Chapter 2:
This chapter is about building your users. Will visitors be satisfied with what they find on your site? Your primary responsibility is to serve relevant results to your users. Make sure your site delivers good results on search engines.
Chapter 3:
Your website should be easy for users and search engine robots. There can be problems with crawling and indexing including online forms, duplicate pages, blocked in the code, poor link structures, and non-text content. Problems will come with matching queries to content including uncommon terms, language and internationalization subtleties, incongruous location targeting, and mixed contextual signals.
Chapter 4:
This chapter is about how your website looks to both the search engine and your users. The most important content should be in HTML, this is the easiest way to to ensure that the words and phrases are visible to the search engines. Keywords are the building blocks of language and search. Search engines measure how keywords are used on pages to help determine the relevance. The more specific the keyword the more narrow return of search results. Use keywords naturally and strategically. The title needs to be an accurate description of what is really in the page content. Look more into this page to see how to apply these concepts.
Chapter 5:
Keyword research is one of the most important, valuable, and high return activities in the search marketing field. This helps for getting the right kind of visitors. It’s is important to know demand for a given term or phrase but also the work required to achieve high rankings.
Chapter 6:
Search engines try to have the best search results and although this term is suggestive, there are several traits to a good search result. Those are:
1. Easy to use, navigate and understand
2. Provide direct, actionable information relevant to the query
3. Professionally designed and accessible to modern browsers
4. Deliver high quality, legitimate, credible content
Chapter 7:
Links are the streets between pages.
Some link signals are: Global Popularity; you need the help of other popular sites to link with your site. Local/Topic-Specific Popularity; links with topic specific sites are better than general links. Anchor text; links that have keywords that are in a targeted phrase in that anchor. TrustRank; in order to weed out spam, search engines use systems for measuring trust so it is good to have links to highly-trusted domains. Link Neighborhood; choose sites you link to and links you attempt to look at, carefully. Freshness; links tend to decay overtime so check up on them and continue to earn additional links. Social Sharing; it is important to have an optional for users to be able to share your content on social media.
Chapter 8:
SEO uses may tools. Here are a few examples of some search engine tools.
1. Sitemaps with XML, RSS, and Txt
2. Robots.txt
3. Meta Robots
4. Rel=”Nofollow”
5. Rel=”canonical”
Chapter 9:
This chapter goes over some myths about SEO. Spam… you need to know how to weed out spam and also make sure that your site doesn’t look like spam. This means do not link sites that have spam or are linked to some sites that have spam. This is important because you don’t want to have your site be linked to spam because of that reputation.
Chapter 10:
Measuring SEO is good so that you can improve it. Here are some metrics that you can track.
1. Share of referring visits
2. Search engine referrals
3. Visits referred by specific search engine terms and phrases
4. Conversion rate by search query term/phrase
5. Number of pages receiving at least one visit from search engines
Applying that data:
-Fluctuation; in search engine page and link count numbers
-Falling; search traffic from a single engine, search traffic from multiple engines
-Individuals; ranking fluctuations
-Positive; increases in link metrics without rankings increases
I hope this little refresher gets you to want to read these chapters by Moz because they are very informative.
What really made Google big is their ability to link to other sites. This made Google have very good SEO. In order to come up on searches there needs to be as much words as possible on your site along with a lot of HTML. You want to have all of your pages linked to each other in order to receive even more traffic. Google just came up with a way to sort out people that have too many keywords also. This means that even though you have many keywords in your content does not mean that you will be at the top in results because Google may find you as not as reliable. Make your content awesome, relatable, funny, controversial. See what your buyer personas are doing and what they are looking at through social media in order to make content that will appeal to them.

There is also another ebook posted from Moz The Beginner’s Guide to Link Building. This helps to understand link building.
Chapter 1:
Link building is the process of acquiring hyperlinks from other websites to your own. Search engines use links to discover new web pages and to help determine how well a page should rank in their results. Link building can benefit your business by building relationships, sending referral traffic, and brand building.
Chapter 2:
Types of links: Good and Bad
-Natural editorial links: links that you didn’t even have to ask for because they are editorially given by other website owners.
-Manual “outreach” link building: manually contacting website owners and bloggers, asking them to link to you.
-Self-created, non-editorial links: these are usually frowned upon but you should avoid links that are not editorially given but the links you should pursue depend on your existing link profile.
Chapter 3:
To structure a link building campaign you need to:
set goals; knowing your goals at the start helps to ensure that you create a strategy that gives you the best possible chance of success.
finding your assets; the hook that will make people care about what you have to offer, and will entice them into linking to you.
finding link targets; have a rough idea of who you think will care about what you’re doing. If you know the type of people you want to create content for then you will find it fairly easy to get people to look at your content.
identifying your target audience for links; once the idea is mapped out, it shouldn’t be too hard to find out who will be your target audience.
-Outreach: now you need to tell people about your content or campaign. Contacting real people, crafting the message to them, telling them why they should care, telling them what action to take, and show them you’re genuine and not a spammer. Ask them to link to you and tell them why your content is specific.
-Following up: make sure that you follow up on all outreach if you don’t get a reply the first time. People are busy so you want to make sure you are not forgotten about.
-Dealing with negative replies: negative replies are normal and it is good to hear feedback from everyone. Always reply -don’t ignore the emails and get as much information and feedback as possible.
Chapter 4:
Soon you will be able to build links without asking.
Guest blogging – is the process of approaching other websites to see if they will publish a piece of content that you write on their blog.
Ego bait – is a piece of content that plays on the egos of the people who are featured within that content. The process for ego-bait link building looks something like this: concept and research targets > write content > outreach > follow up
-Broken link building: this is a popular practice that works on the premise of helping webmasters fix their broken links by providing a superior alternative for them to link to.
-Link reclamation: this is where you fix or “reclaim” links that once pointed at your site, or point to your site but fail to provide any SEO value.
Chapter 5:
Metrics can help you judge the value of a potential link, helping you assess whether it is worth pursuing and how much resources you should put into acquiring it.
Domain strength is the cumulative value of an entire domain.
Page Rank is what Google gives you as a ranking where higher ranking pages that link to you give you higher rankings per page.
Domain authority is developed by Moz and they analyze your website based on the page ranks that Google gives you.
Page strength should be assessed to see how strong the page is so that you know how worthwhile the link is to you before you put effort into acquiring it.
-We know what a anchor text is but now as a metric it can give Google an indication of the subject matter of the page being linked.
-You want to keep track of the number of links you have built and you also want to check into how your website compares to your competitors’ sites to see how far you have gotten.
Linking root domains is an even more powerful ranking signal to Google. Linking root domains means the number of district domains that link to us, not the raw number of links.
-There is a relevance of the linking page and you should be trying to place links on websites where potential customers may visit.
-Google is able to work out the position of links on the page and can choose to value it differently.
Chapter 6:
White-hat strategies are those that are very low-risk to carry out and usually fall well within the webmaster guidelines laid out by Google and Bing. Using this strategy mean that you stand very little chance of running into problems with the search engines when it comes to losing traffic because of a penalty. They are important because they pose the least amount of risk and are very unlikely to lead to you being hit with a penalty from Google.
Black-hat strategies is a term used to describe techniques that directly violate search engine guidelines. They seek to exploit loopholes in the search engine algorithms and rank websites higher than they deserve. Black-hats are building for the long term. This is paid link building and it is bad because it violates SEO and Google won’t let you pay someone to link to you. Google will choose to take you off of their search index for awhile.
Chapter 7:
This section has some link building tips and tricks that can be useful such as:
-Make your link building personable
-Real address, real location
-Concept and research targets > write content > outreach > follow up
-Speeding up link prospecting with lists
-Finding bloggers using Followerwonk – they are doing you a favor
-Getting more links from your infographics
These are all suggestions from Moz that I hope you find very helpful when dealing with search engine optimization!

Thank you for reading,

Search Engine Optimization, How is it done?

Email; It’s Not Just For Your Communication

Email is used by marketers a lot more than you might think. There are advertisement and inbound marketers gaining your attention through you. In other words, Email marketing is NOT dead! In this article posted by Create the Bridge, they explain some of the ways email is used to gain leads. There are three types of leads: word of mouth, inbound, and outbound. The best marketing firms use email as an opportunity to learn more about their customers and 89% of marketers said email was their primary channel for leads. It is also been found that email is significantly more effective than social media. Email is 40x more effective than Facebook and Twitter combined.
Is it legal to cold email?
It is if you don’t use false or misleading header information, don’t have a deceptive subject line; use a subject line that accurately reflects the content of your email, include sender’s postal address, identify the message as an ad, and tell recipients how to opt out of receiving future email from you; include a working unsubscribe link in every mail you send.
How do I improve open rates, responses, and click through rates?
RESEARCH: Know your target audience; this is the most important step. The quickest way to ruin your chances of a sale is to choose the wrong prospect.
Create the right customer persona; understand who you’re speaking to.
PERSONALIZE: Write what your prospects care about; the more information on them, the higher probability of replying.
-KEEP SUBJECT SHORT: The subject line should be to the point – summarize.
Localize where your company is.
You have three seconds to make an impression in the email – answer “what do you want?”.
Personalize each message.
FOLLOW UP: Send a follow up 3-4 days after the first

How to Connect with Email-Fatiqued Prospects in Three Simple Steps helps to explain how to keep people subscribed to getting your emails.
1. Show subscribers you’ve got more to offer than deals and discounts
subscribers are looking for relevant, sharable industry insight, inspiring positive change.
2. Offer a steady stream of customized content through an automated series
Show you have valuable information to share. Create meaningful, periodic touch-points to remind subscribers that you’re a valuable resource.
3. Give customers the option to connect a little less frequently (if they ask for it)
You don’t want them to feel harassed from too much contact.
If they still feel like they want to unsubscribe, its OK because there are so many subscribers out there!

Here are some Email Marketing Essentials from Constant Contact. They also mention that social media is a good tool for building relationships, however email is still the most cost effective and easy to reach the most customers.
10 Keys to Email Marketing that Works:
1. Only send email to people who know you – ask permission before adding a new contact to your email list. Prospects will almost always open emails from those they know.
2. Don’t treat your contacts like names on a list, treat them like people – don’t miss the opportunity to build these relationships.
3. Send relevant content that has value to your recipient – email marketing is about listening to what your audience is interested in and providing an experience that’s relevant and valuable.
4. Engage your audience with the content you write – create content that your contacts will find interesting. This starts with having a thought out content plan, list of reliable content sources, and commitment to knowing your audience. Pay attention to what you contacts are saying and questions they are asking.
5. Maximize your delivery rate – look at bounce reports. Emails can bounce for a number of reasons, keep an eye on them to remove addresses that are having issues.
6. Never share your email list – for privacy reasons. If you do, it could damage reputation, relationships and trust. Also avoid buying lists from third-party vendors.
7. Set expectations (follow through) – understand that signing up for emails is a clear indication that your contacts are expecting something of value in return. And know exactly what your contacts are expecting.
8. Look professional whenever you communicate – you can access professionally designed email templates that can be customized to match your brand.
9. Regularly review your results – open and click-through rates are the most effective metrics. Also pay attention to bounces and unsubscribes to help you determine problem areas.
10. Go beyond the inbox – use sites like Facebook, Twitter, Pinterest, and LinkedIn to reach new customers. You can also send emails that will drive traffic to those sites.

I also watched some videos from HubSpot about the following:
Sending the Right Email to the Right Person
This video also explains how email is still relevant and useful now. Maybe even more than it has ever been. Email is versatile and can nurture many different leads. You can also continue to use email after you gain a lead and a customer.
The formula for knowing who to send the email to are these 4 steps:
1. Determine who your audience is – cold hard facts! What is your buyer persona?
2. Segment your contacts database to match that audience – geography such as IP country, time zone, area code, address, and use data about a person’s company.
3. Send the right content at the right time to that audience – supplement your email marketing with blog posts and content to make sure your lists are healthy and growing.
4. Use it to nurture that lead into becoming a customer – building relationships with prospects with the goal of earning their business when they’re ready. Can’t force your leads to buy from you.
Here are some other best practices for email perfection:
1. Define a clear goal for your email
2. Personalize where appropriate
3. Focus on engagement
3. Test and analyze

Smarketing is another video that explains how to align your marketing and sales teams with common goals within a business or organization to achieve great results.
Here are 5 critical best practices for aligning marketing and sales:
1. Have the same organizational goals – get on the same team
2. Visitors and leads goals should be tied to the sales quotas – visits, leads, customers
3. Marketing and sales must have visibility into each other’s goals and progress – real time information allows for real time adjustments and improvements
4. Base compensation on shared marketing and sales goals – money can be a valuable lever for jumpstarting organizational alignment
5. Don’t forget about your personas – align around those personas
Here are 5 steps to integrate smarketing:
1. Speak the same language – marketing/sales funnel:
-top-prospect/visitor and lead
-middle:shared marketing qualified leads- contacts who have raised their hands and identified themselves as more deeply engaged, sales-ready leads. Sales qualified leads- MQLs that your sales team has determined to be worthy of a direct follow up after thorough examination.
-bottom:Opportunity and Customer
2. Implement a service level agreement – each team commits to accomplishing something in order to support the other in reaching the shared revenue goals
3. Set up closed loop reporting – completes the feedback loop between marketing and sales
4. Rely on data – separate reality from perception. Use data to figure out what’s wrong and how to fix it
5. Maintain open communication – weekly smarting meetings, monthly management meeting, campaign communication, and product communication

The last video I watched was Taking your Sales Process Inbound, buyers have more information available to them, and higher expectations for a relevant, personal experience when making a purchase.
-Evolve our selling in order to keep up with your customer’s buying habits
4 practices for effectively transforming the way you sell:
1. Transform the way you target accounts – make sure you are targeting the right people
2. Transform the way you prospect accounts – research your lead thoroughly; company information, understand the business, social media, and lead intelligence
3. Transform the way you connect with accounts – build rapport, know your audience, speak the prospect’s language, be helpful
4. Transform the way your prospects perceive you as a salesperson – be a sales educator, make your sales organization human again, become trusted advisors

Positioning Statement: an expression of how a given product, service, or brand fills a particular consumer need in a way that its competitors don’t.
-The root, which must contain a reference to talking to a bunch of people, just like them.
-Two separate positions, so that you have twice the chance that what you say will resonate with the prospect.
-Ask a question that gets them to elaborate on their experience with the two positioning statements.

Although it seems as though HubSpot is a monopoly for digital marketing, all of these steps have been previously explained in the blog. This means that more companies than just HubSpot have the same tips and strategies in order to make good email marketing!

New Breed (an inbound marketing shop) has a Complete Guide to Inbound Sales ebook. They talk about how understanding what it takes to sell your product or service is the key to business success. The key here is knowing who your buyers are, and knowing their interests, being able to identify problems and find solutions in order to add value. Inbound sales in much more personal than regular sales. Selling a product is not just about sales but also how to market. The easiest way to build cohesion between the two is to have a service-level agreement (SLA). SLA is like a contract designed to help these two teams work cohesively and put equal effort into the process and hold each other accountable for the results.
How to do this?
1. Calculate the Marketing side
– Sales quota x % revenue from marketing leads = Marketing-sourced revenue goal
– Marketing revenue goal/Average sales deal size = # of customers needed
– Customers/Avg. lead-to-customer close % = # of leads needed
2. Calculate the Sales side
– time and resources to analyze follow ups for each lead
3. Set Up Marketing SLA Reporting
– now that you have goals, put the metrics into a report to track the goal on a regular basis
4. Set Up Sales SLA Reporting
– graphs monitoring speed to follow up and depth to follow up
Building the Inbound Sales Team
1. Hiring Process
2. Fostering a Successful Sales Rep
– Encourage sleep
– Educate them on your product
– Set goals
– Instill core values: motivation, honesty, helpfulness
– Leverage sales enablement tools
– Maximize CRM
3. Optimize for Greater Success
Inbound Sales Tools
Sidekick – powerful Google Chrome extension
HubSpot CRM – organize every detail about your contacts
InsightSquared – top Salesforce Analytics app designed for data-driven executives
LinkedIn Advanced Search – finding new, qualified leads
TinderBox – sign documents electronically
Those are a few. Take a look at the ebook to find more!

Thanks for reading,

Email; It’s Not Just For Your Communication

UI/UX and Landing Pages, you need both

From reading the multiple articles talked about, these are the most important things you need to know about UI/UX design and landing page design.
The article, UI, UX: Who Does What? A Designer’s Guide to the Tech Industry, Fast Company explains the different types of A design jobs from industrial, to print, and to tech. A designer is “an agent that specifies the structural properties of a design object”. Pretty generic right?
Lets narrow that down those roles:

UX Designer (User Experience designer): primarily concerned with how the product feels and the culture of the company. The responsibility of a UX designer is to ensure that the product logically flows from one step to the next.

UI Designer (User Interface Designer): particular about how the product is laid out. They are also responsible for creating a cohesive style guide and ensuring that a consistent design language is applied across the product. Maintaining consistency and defining behavior.

Visual Designer (Graphic Designer): the one who pushes pixels. Focuses on crafting beautiful icons, controls, visual elements and making use of suitable typography, basically sweating the small stuff.

Interaction Designer (Motion Designer): motion designers create animation inside an app. They deal with what the interface does after a user touches it.

UX Researcher (User Researcher): the CHAMPION. This researcher wants to answer these questions, “who are our users?” and “what do our users want?”. Design is a process of constant iteration. UX typically mainstays at large companies, where the access to a plethora of data gives them ample opportunity to draw statistically significant conclusions.

Front-end Developer (UI Developer): responsible for creating a functional implementation of a product’s interface and coding the visual interactions that the motion designer comes up with.

Product Designer: general term used to describe who is generally involved in the creation of the look and feel of the product. A product designer may do minimal front-end coding, conduct user research, design interfaces, or create visual assets.

4 Techniques of Successful UX Executives, explains the process of being a UX professional and how your skills can be oppressed or not able to flourish.

1. Study those around you as you would study your users: Study those around you, many executives have learned to be observant of others around them. Understanding those around you provides critical information to use when building business strategy. Making sure that you are aware of the user’s needs, wants, and desires is always good because designers need to be building products that will speak to them. This will earn you mutual success.

2. Study isn’t enough – you must have empathy:
Have a real understanding of user’s day-to-day, their pressures, their worries. Make this beneficial to your mutual success. Bringing empathy to your design team will transform the effectiveness of your team of designers. Being interested in someone else and wanting to support their goals makes user’s want to support you. Again, that mutual benefit.

3. Take the long view and build relationships:
With study and empathy you can develop these long-lasting relationships. As a UX professional you know the relationship you have with your customers and it is effective to success. People will always remember how you made them feel. So making sure that you do everything you can to make people remember you for who you are is important.

4. Remember, people may not understand UX:
It is also important to know that partners and developers may not be familiar or comfortable with UX. Take time to teach them. Once you understand them you have a better sense of what resonates them. That way you can find a proper way to engage them in the design process. Take time to patiently and creatively explain UX. This will increase your success and the success of UX.

So to recap, just make sure that you study your user’s and customers, have empathy for them so that you can understand what they want, take an interest in building a relationship with them that is going to last, and also remember that the program developers may get impatient with understanding UX. If you do those 4 things, UX Magazine says it will make you more successful with UX.

Here are some examples of companies with good uses of UI/UX design:
2015 User Experience Awards
2013 UX Awards

After the designers have made the pages look amazing and elegant, you need lots of traffic to go to your site. This leads to the discussion of landing pages.
Mashable posted some tips on How to Drive Successful Customer Acquisition. As a business you want to attract customers to your site as much as possible. Some ways to do this is by making sure that the landing page is attention grabbing, uncluttered and bold. Also, make it clean, simple to use with a clear call to action & robust incentives and an attractive click ready and creative design.
The smoother the process for the consumer the more likely a conversion on a sell.
Copyblogger also wrote about landing pages and why they are so powerful. It’s the ability to segment your audience into subsets of consumers to align the right message with the right audience at the right time. Below are some tips that may help when making a landing page.

5 Landing Page Mistakes that Crush Conversion Rates
1. Blowing the headline
2. Using your regular site design
3. Asking for more than one thing
4. Ignoring basic aesthetics
5. Being lazy

Seal the Deal, Part One: 10 Tips for Writing the Ultimate Landing Page
on writing:
1. Make sure your headline refers directly to the place from which your visitor came or the ad copy that drove the click.
2. Provide a clear call to action
3. Write in the second person – You and Your
4. Write to deliver a clear, persuasive message, not to showcase your creativity or ability to turn a clever phrase.
5. You can write long copy as long as it’s tight
6. Be crystal clear in your goals
7. Keep your most important points at the beginning of paragraphs and bullets
8. In line with #7, people read beginnings and ends before they read middles
9. Make your first paragraph short, no more than 1-2 lines (that’s lines, not sentences)
10. Write to the screen
Bonus Tips:
11. Remove all extraneous matter from your landing page
12. Don’t Ask for what you don’t need
13. Assume nothing. Test everything

Seal the Deal, Part Two: 5 Tips for Designing the Ultimate Landing Page
1. Scrutinize your competition’s design and organization flow of their landing pages
2. Put your most critical landing page elements in the upper 300 pixels of the page
3. Think simple
4. Be obvious and use standard usage conventions
5. Make sure your page loads quickly
Five more tips you’ll want to review and keep handy:
1. Format your page according to the F-Pattern Eye-Tracking Principle
2. Use the same color palette/visual elements from your ads on your landing page.
3. No clipart! Choose a single dominant photo image to be your hero shot
4. Put your message, copy, or image close to the middle of your page
5. Make it easy to complete your input form

“Keep it simple, stupid” applies to your landing pages.
1. Focus on one objective for each page
2. Sales pages should use a vertical flow through the center of the page
3. Eliminate elements that may distract eye path from flow toward the objective
4. Use visual elements (size, motion, color, position, and shape) to draw attention toward the call to action
5. Avoid using off-page links

7 Steps to an Email Opt-in Page That Works
1. Who do you want? – Have a clear understanding of exactly the type of person you want on your email list
2. What do you want them to do? – Every word and element of the page should support the action you want them to do
3. What are the essential elements? – Headline, benefits, call to action, and opt-in form
4. What incentive should you give? – Convince people to sign up for your list
5. How long should your copy be? – Same as it ever was. No longer than necessary
6. How much information should you ask for? – The less form data you ask for, the more people sign up
7. What works better? – Your own split-testing will tell you what works best for your audience

How Crappy Landing Pages Kill Email Campaigns by:
-Use of readable URLs
-Repetition of email promotional copy
-Primary Conversion goals
-Location of the landing page
-Whether the look of the page matches the email and/or website
-Landing page design
-Placement of the primary call-to-action

How Successful is your Landing Page? The 3 Key Metrics You Need to Know:
1. Conversion Rate
2. Home Page Abandonment Rate
3. Cost Per Sale
Then start running your numbers with basic analytics package

10 Commandments of Landing Pages that Work
1. Thy landing page shalt have but one goal
2. Thou shalt not litter thy landing page with false imagery
3. Thou shalt not take the name of an authority in vain
4. Honor thy whitespace
5. Honor thy host, bandwidth, and client
6. Thou shalt not kill (interest with boring copy)
7. Thou shalt not adulterate thy premise
8. Thou shalt not steal (attention, time, coin etc.)
9. Thou shalt not bear false witness
10. Though shalt not covet
Those are soo funny and true regarding what your audience is willing to see and handle on your site.

Next I watched videos from HubSpot Academy: The Anatomy of a Landing Page and they explained to me even more what a landing page is all about and how it works with inbound marketing.
Here is what you need to know about landing pages:
Landing pages are your digital sales rep that works 24/7
The Conversion Process:
The landing page should have a call-to-action where the prospect should be able to make that final conversion that eventually leads to a thank you page. IT is good to have a visitor (unknown) convert into a lead. Converting unknown visitors to known leads provides you the necessary information to begin fostering a relationship. (Not having landing pages is like going on a blind date and never asking for your date’s name.
Inbound concepts boost website conversions: Inbound marketers double the average site conversion rate of non-inbound marketers, from 6% to 12% total. Inbound marketers on average generate 2x more leads than non-inbound marketers.
How to build landing pages that convert to leads:
1. Offers: a present of proffer (something) for (someone) to accept or reject as so desired
landing page offer: something offered by an organization that has perceived value to website visitors other than the core products or services the organization sells. Offers must be in harmony with what your persona is looking for based on where they are in the buyer’s journey.
2. Buyer’s Journey: your buyer is searching for information to solve a problem or fulfill a need. They go through three stages in their journey; awareness, consideration, and decision.
3. Buyer Persona: understand the need of your buyer and you will get to understand their persona.
4. Landing Page Best Practices:
-Write clear, concise, compelling headlines
-Explain the value and importance of the offer to your persona
-Use bullet points to make information easily digestible
-Select the appropriate number of form fields for your offer
-Remove navigation and all links
-Include a relevant image, gif or short video
-Add social media share icons
-Add testimonials when relevant
-Use industry awards and recognition

Another video that I watched from HubSpot was Perfecting the Conversion Process
This process is critical because it helps you to get leads!
As a marketer you need to build conversion paths. This includes a call-to-action, landing page, and a thank you page.
As said above; attract your buyer persona and guide them to the sale, use your conversion paths to guide visitors through the buyer’s journey.
You need call-to-actions (CTA) to get the buyer’s attention – these must be relevant to the content where they live and align with the content’s topic. Then the thank page pulls it all together.
CTA Best practices:
-Make your copy action-oriented
-Use an attention-grabbing design
-Make sure to use strong on-page placement
-Test! Test! Test some more.
Thank you page best practices:
-Deliver the offer
-Guide them further through the buyer’s journey
-Include social networking options

Thank you for reading,
katie lomas

UI/UX and Landing Pages, you need both

Social Media.. That’s like Facebook right?

You may not realize, but social media is defined as “way for people to communicate and interact online”. This happens ALL the time online and you don’t even realize. The Beginner’s Guide to Social Media says that social media is a growing phenomenon that is impacting everything about how the world communicates. Companies need social media because their customers are online and they are interacting with multiple people and organizations through multiple channels. Your customers will be asking questions and you need to be there to answer them or someone else will. Whoever is connected through social media will end up taking those customers. “Because so much of customers experience now lives on the web, social media enables brands to take part in a customer’s online experience outside of the typical channels.”
Advocacy is the “nirvana of social media”; this means that sharing your brand is best marketing you can get. You want people to be the ones that are helping you grow your brand by sharing their opinion and experiences through these networks. Find out what kind of customers are giving you the most recognition in order to discover potential advocates. Building this community online will take time but it will eventually develop into a trusting and knowledgeable relationship.

things are getting pretty serious
You can’t get anywhere if you are ignoring your customers online. Conversations are the best way to get closer and more organic relationships.
You can also get feedback from your customers through social media. Usually in the form of opinions but if you listen to the “right cues” the feedback and comments can be invaluable.
So this sounds like a piece of cake so far, however, social media really needs to be integrated into your company’s marketing mix. It needs to touch on every aspect such as PR and customer service so that every person in the company can be integrated into the relationships.
How do I build and engaging a community?
The first step is getting people to like you. By Facebook, word of mouth, or anywhere. If your customers like you, they will form positive experiences that will be good for them and for you. This helps the integration of the mix because everyone is happy with the relationships that are getting built.
Time to create some content from your social media presence by looking at your traffic on your sites to determine what people are looking for that will fulfill their needs.
Some topics for content are:
-Learn and improve: designed to optimize your customers’ tasks or workflows. Talking with customers to understand what works and what doesn’t in order improve the product.
-Explore and discover: finding new ways to use your product. This includes looking at other peoples ideas and understanding what will work for your company.
-Question and answer: serves to meet the customers needs. Coming up with the answers to customers questions or solving problems that have gone wrong.
Some scary things about social media are that you cannot control what is said about you. People are always complaining openly about what is bothering them and through social media, it can spread through all areas of the world. This makes customer service that much more important. But there are also always people in the community that are going to support your company because of the relationships that you have built with them.
I love this quote from Henry Ford that the article mentions. It sort of just blows my mind to think of the possible inventions that people have come up with in the past and can still come up with.

Benefits of customer feedback:

  • Create beta/tester communities
  • Listen for your competition
  • Measurement

Human resources love social media because it encourages employee engaged, finding and connecting with new recruits, and helping with retention efforts. So it is a good idea to connect with HR in order to have a successful social media presence.
They can also help with

  1. Recruiting
  2. Internal social networking
  3. Career advancement

Don’t limit yourself to just marketing and promotional messages. You can also have adjacent content; content that is relative to your business or common interest, tips and tricks; sharing content that will make your customers lives easier, responses; you can bounce off ideas that other people are already posting about, non-promotional company information; share things like volunteer work and culture of of the organization, job opening; job seekers are using social media to find out where there are open positions, jokes; if this is the culture of your company you should be trying to connect with your customers on a humorous level once you find out the type of humor your company portrays.
Now you want to share/publish your content:
-Frequency of updates: how often do we update? It is best to test and see what works for you. I have heard that you should post as much as you want to be noticed.
-Engagement: 1. responding to users mentions, questions, commentary, etc. Community development is critical for a brand – this means responding to commentary and questions. 2. Solid data-driven content strategy by looking at things that will help you begin to build the foundation of a solid content strategy.
-Consistent branding and voice: the elements that go into a brand ultimately become the promise to your customers. Your company’s brand helps add tangible value to the organization. What is good to have is: 1. Brand guidelines 2. Know your audience 3. Be human 4. Integrate your campaigns
Your social presence is just an extension of your brand and allows you reach many more people.
Earning Familiarity, Trust, and Likeability
Whether you are building relationships offline or online; the strategies are quiet the same.
-Show up: being present is a good reason for others to invest in the relationship
-Be off-topic: you can do that now and again, no one likes to be marketed to constantly.
-Be human: be everything you would expect someone to be toward you in every interaction.
-Add value: adding value will help you to be seen as helpful and authoritative, and make you a wanted part of the community.
-Don’t be exclusionary: don’t treat a selective few differently to those who are looking into your company.
-Practice etiquette: don’t be too pushy or forward; make a good first impression.
-Be aware of current events: make sure that you are keeping up on events. You don’t want to seem insensitive.

Social media can also attract issues because of how quickly everything can spread. That’s why it is a good thing for a company to have transparency that way rumors don’t have to spread before the company says anything about it.
The data that is taken from working on metrics and ROI’s are quantitative and qualitative.
Quantitative data is “generally numeric in nature an can be used in true scientific analysis, with sample sizes of statistical significance and results that are repeatable.” This includes metrics such as followers/fans, engagement, timing, and click-through rate (CTR).
Qualitative data is “based on observations, and it often takes the form of hypothesis that stem from smaller sample sizes than you’d normally need for a true scientific study. These hypothesis can then be tested using quantitative data.” This includes influence, sentiment, and conversation drivers.

So you need to figure out what social media channels are going to work best for your company.
There are:
Owned properties – these are things like blogs and forums that are internal or external. This site is fully under your control.
Rented properties – these are things like Facebook, Twitter, and Tumblr. You manage your presence on the site but you don’t manage the site itself.
Occupied properties – no ownership of any kind. Your company can participate on the site but on behalf of who’s site it is.

How many accounts should you have? One or multiple?
This depends on how you feel your company will be able to run things. If you have the ability to manage multiple accounts it may be to your advantage in order to communicate with other ‘branches’ of the company. But make sure that these sites aren’t being left behind. An site that isn’t updated isn’t good.

Once you’ve started, how do you launch a new presence?
Goals and measurement – what are you trying to get out of it?
Branding – effective branding goes a long way to establishing your authority as a brand.
Content seeding – Before following people on your social media sites, make sure that you have content that people will be able to see.
Influencer connection – seek out those whom you have interacted with in the past.
Discovery – add links to relevant places to help customers find you, write about interesting things your company is doing.
Content calender/publishing – have a calender that helps you to plan ahead so your audience sees what you will be up to.

As you might already know, Facebook has multiple types of pages that can be branded.
1. Groups
2. Events
3. Business pages
4. Facebook messenger
Optimize Facebook by making sure that you have content, use post timing, moderation, engagement, community, user flow, credibility.

Tips and Guidelines

  • Don’t spam – always be tactful and classy
  • Respond – timeliness is critical, things happen fast in the social media world
  • Say no to clustered updates – avoid making multiple updates within a short time span
  • @Name  – Call out to people when you are talking to them. This makes it clear to know who they are really addressing.
  • Highlight important posts – this expands the post to both columns so people know they are important
  • Messages – make sure you check your Facebook messages. Most may be customer service related
  • Notification – keeping up with notifications can help you track activity
  • Page favorites – helpful way to promote partners, good causes and others can see who you are connected with
  • Posting – post directly to Facebook from Facebook
  • Scheduling – when sharing a link it has to already be online to post it. Make sure you are checking the responses

-Branding and Voice – every word matters, be aware of who you are
-Responsiveness – respond to your community as swiftly as possible
-Measurement – data is plentiful. Set up the measurement frameworkd so that they align to your goals.

Tips and Guidelines

  • Don’t spam
  • Direct messages
  • @replies
  • Hashtags
  • Retweet
  • Scheduling updates
  • Shortening links
  • Twitter lists
  • Use Twitter handles

-Promote Google+ pages in other platforms
-Image sharing
-Format posts
-Find and befriend tastemakers

Tips and Guidelines

  • Add value
  • Engage
  • Respond
  • Frequency and scheduling
  • Don’t spam
  • +Name
  • Notifications

-Business development:

  1. Keep your company page up-to-date
  2. Use the products and services spotlight
  3. Solicit recommendations for your products

-Establishing thought leadership
-Building customer advocates

LinkedIn works for personal use and business use

Tips and Guidelines

  • A business card is not an invitation to be annoying
  • Be genuine
  • Cold mail
  • Recommendations
  • @responding
  • Sharing content
  • Fix broken windows
  • Discussions


Tips and Guidelines

  • Engage responsibly
  • Comment wisely
  • Advertise safely
  • Favoriting and subscribing
  • Uploading videos


Tips and Guidelines

  • Give credit
  • Change captions
  • Don’t flood
  • Organize
  • Group boards
  • Secret boards
  • Verify your site

-People use blogs for corporate, personal/diary, hobby/interest, professional, and community/communal reasons.
-Strategies and tactics:

I also read up on the slides from Amplifying your Content with Social Media by HubSpot. It shows that internet users spend 4x more time on Facebook than on Google. Think about how much time you spend on Google and then you’ll realize how big of a change that is. It is a good idea to use social media to convert visitors into leads and then leads to customers.

Social media can also be used to delight

  • Customer delight
  • Foster connections
  • Keep customers happy
  • Show your personality

Social media strategy is to consider your buyer personas.
Ask these questions:
How good is your content?
Are you on the right network?
How is your timing?
How are you positioning content?
Are you doing more talking or listening?
Are you addressing angry prospects and customers?

Optimize your profiles: include keywords in your profiles to make them more searchable
-Always include links to your website: makes it easier for visitors to find your site
-Add visuals and customize everywhere you can: search engines and users love visual data

Personas: knowing your buyer personas thoroughly will allow us to get content to them at the right place at the right time.
Once you find your buy persona, stop and listen to them

Build reach: follow, friend, connect: prospects, customers, thought leaders.
-Use the cocktail party rule
-Use curated content to beef up your feeds
-Create something new and express yourself using a unique mix of content.

Customize your content to each platform: Tailor content to persona and network. You need to not only provide users the content that they are looking for, but position it in the context of that network.

Twitter is the conversation, Facebook is the personality, LinkedIn is the professional, Google+ is the search engine driver.

Analyze to refine: How do we know we are doing it right? What should you be measuring to evaluate your success? What types of goals should you have in mind when you get started?

Social media allows you to engage prospects at every stage of the buyer’s journey.
Awareness Stage: share helpful, educational content.
Consideration Stage: share content that helps personas learn more about a specific problem, opportunity, or issue.
Decision Stage: have defined their solution strategy, method, or approach.

So what about the personas?
-They spend their time on multiple social platforms
-They are technical, and knowledge hungry but also have a playful side
-They love science and technology

Social Media.. That’s like Facebook right?

Marketing the Right Content

Every good marketer should know how to develop great content. People have to want to read what you are writing. In order to do this you need to know a few things about your audience. In the article, 5 Pillars of Successful Content Marketing, Steven MacDonald explains how to understand your audience, map the content to the sales cycle, create, promote, and measure and analyze the content. To understand your audience, ask yourself who your customers are then create your buyer persona. A buyer persona describes the type of customer your business has or wants. You can find the persona based on interviewing prospects and the sales team, surveying prospects, mining in-house database to identify characteristics of best/worst customers, evaluating web analytics reports, interviewing customer service, using keyword research to identify topics of interest, and monitoring activity on social media sites. What are the traits of your customers? What are their demographics? These are all good things to know about your audience and also good ways to find out who your target market is. To map the content to the sales cycle by making sure that you are creating content that meets the needs of your audience. The content should be tailored to fit each different prospect. This is broken down by:
Awareness; creating content that will increase your brand awareness. This includes content such as blog posts, white papers, educational webinars, and infographics.
Evaluation; creating content that will increase the number of marketing qualified leads. This way the customer knows that your brand is a leader. This includes content such as case studies, product webinars, video, and technology guides.
Purchase; creating content that will turn marketing qualified leads into a sales qualified lead. Customers will be getting closer to making a decision to choose your product over a competitor. This includes implementation guides, free trails, and love demonstrations.
Now it’s time to create the content. From the information above, go look The audience likes the content to be 2,000 words in length. It doesn’t seem like people would want to read something that long but research shows that they do. When promoting the content, you need to think about how to market this new content. You should be promoting through social media campaigns, Google AdWords campaigns, and email marketing campaigns.
Make sure that people are seeing your content. Make people want to read it!
you really never read my blog, do you
After you publish your content make sure that you pay attention to how well it is doing. Did it perform well? How many page views? What keywords did they use? What type of content is read the most? If you pay attention to your audience and what they are doing it will make publishing more content easier.

Next I watched the videos from HubSpot Academy to further understand how blogging works. According to HubSpot, a business blog is “a collection of articles that provide helpful, valuable, educational, and remarkable content to your target audience. By providing this value, blogs can easily and effectively draw prospects to your website”. A business blog is so critical to what your business is doing. 79% of marketers with a company blog reported inbound ROI (Return on Investment) for 2013. This content that your company is creating is going to obtain long-term results because it leads to more visits, leads, and customers. More blogs you have, the more opportunities there are to be found online. When people see the company blog they want to know more about you after they’ve viewed your content. The content that your blog has must be something that people are going to find valuable. Like above, you should be focusing on your buyer persona in order to create content that they are looking for. Know who they are and what they are looking for. Publish content that is covering topics that your buyer personas want to read. Don’t forget about SEO!

The best practices for SEO are:

  • Title: make sure that there are keywords in the should be 55 characters.
    • Actionable: Know what you are going to be getting from the title
    • Keyword-Conscious: Take the keyword landing page and make sure it’s being viewed
    • Brief: Sometimes simple is better
    • Clear: Answers the question, what is this blog about?
    • Definitive: Making sure that is it obvious
    • Intriguing: Make is sound like something you want to read
  • Meta descriptions, talk about what the blog post is about; with a max of 140 characters.
  • Alt tags on your image files so that your pictures will also come up during a search.
  • Links to other places on your site is good so that viewers are directed towards more than just one site of your blog.
  • Mobile optimization should be a focus because you want people to be able to view your site not only on their computer but their mobile device as well.

Blog as often as you want to be noticed online. The more you publish blog posts, the more traffic you will have.
Think about how you read content. Make sure the formatting is simple and inviting to viewers. For example, things like bolded text, subheads, numbers, bulleted lists, and high quality images.
What you are trying to do with your blog is “become an educational hub and offer high-quality content”. Do you need ideas to get your blog started? Try recent industry or industry related news, common questions from your customers, respond to blog comments or other blogs, go negative or positive, talk about hot industry topics, and invite guest bloggers to have someone else to create a guest blog and changing it up a bit.
Want to republish? Here are some tips from the academy: Identify your top-performing outdated posts, keep the URL the same, change the title, but keep the keywords, include an editor’s note for transparency, update the content for accuracy.
So now that you have this great blog, how do you promote it?
1. Leverage your website: add blog link to your main website navigation, add a blog RSS feed to your homepage & ‘About’ pages, link internally to relevant articles, and use your blog sidebar to promote popular/recent posts.
2. Use your social media presence: promote blog articles through social posts, answer questions and link back to a related blog post, use blog content as fodder to engage in meaningful conversation with others in your industry.
3. Include in email marketing: use your personas to segment your leads and send relevant blog posts, include articles in a email newsletters, create a weekly or monthly blog digest email.
4. Connect with your network: This may be ideas that you have already done before. You could publish a press release, add a blog link to your other content, add a blog link to your business card, add blog articles to a “resource center” of helpful articles and content, add a blog link to your email signature block, encourage blog subscriptions.
Now how is your blog doing? What is working well? To analyze your blog: look at the number of article views, blog subscription growth by both RSS and email, most popular article, number of inbound links.
The next videos from HubSpot Academy are about why inbound marketing can’t exist without content. Content is the message we are trying to deliver to our leads, visits, customers and promoters.
Without content, the internet would be empty
The delivery of the message has changed. Space was a big factor in how much marketers could say in the space available. Now because of the internet, space is no longer the issue, the main limitation is attention. There is so much content out there, companies are battling for attention instead of space.
How to create ‘remarkable’ content. The most effective content is solution, and not product based. This means it’s not just about your product or company, it’s about your buyers needs. To do this we need to make sure we are solving our customers problems. Meaning, you have to know what problems you are solving.
1. Buyer personas – Who are we trying to reach with our content?
2. The Buyer’s Journey – What do they want to see?
The stages of the buyers journey, some formats perform better in each stage.
In the awareness stage, things that help educate the persona and show more concern for the persona problems and needs. In the consideration stage, things that speak to how your company can address the personas goals or challenges works best. In the decision stage, things that work are those that actually help the persona make the choice to purchase your product/service or not.
Here’s what you can actually do to create the content.
Create the Content Process:
1. Plan: Before creating content be sure you know what you’re going to create and why you’re creating it. This is determined by your personas, buyer’s journey, and business goals. Make sure you know your company’s goal so that the content you make lines up with what your business is trying to achieve.
2. Produce: Create your content. Follow your plan for what you’ll produce, who will produce it, and by when. Develop a production strategy that makes sense to you. Every time you go to create content, ask yourself, who does this help?
3. Distribute: This means not only which tool you use, but where it is and what you say about it that makes it relevant. It can be really great content, but if it’s not relevant to the person when they’re seeing it, it doesn’t matter how great it is. Be consistent with content creation. Publish content at a regular rate. Content is the lifeblood of a successful inbound strategy – so be sure you keep pumping it out at a steady rate.
4. Analyze: Before washing and repeating, make sure what you’re doing is working. Why did it work? Why didn’t it? Use that insight to create better content moving forward.
(Repeat): Take what you learned from each piece of content created to make each one down the road more effective – and remember to follow that 80/20 rule!

The Last thing I am going to talk about is Content Marketing Trends: Bullish & Bearish Report, a marketing blog written by Kane Jamison.
He describes “bullish” and “bearish” positions for digitial marketing. Bullish=positive and Bearish=negative.
Bullish: mixed format content, selective social media strategy, structured microdata, content marketing working more closely with branding & communication teams, looping content, LinkedIn organic posts, paid Facebook posts, custom Twitter images, serial content, print content marketing, video presentations & webinars, podcasts, personal subject line, hiring journalists.
Bearish: marketers failing to embrace change, “buffet-style” social media strategy; companies trying to have a little of everything and spreading resources too thin, structured microdata for the sake of it, content marketing remaining a siloed endeavor, color+text photo overlays, Facebook organic posts, paid LinkedIn posts, stock Twitter images, one-off campaigns, boring and deceptive native advertising, static presentations & slideshare, serial copycats, icons in subject lines, hiring bloggers.
His take on the trends was funny and so relevant to how companies need to go about creating their content.
I hope this blog helps you to understand why content marketing is so important!
If you need further instruction on content marketing and why it is important check out these few links:
Business 2 Community
I thought this website was fun if you want to see who is involved with content marketing.
The Top 50 Content Marketers

Now are you ready to try it?
lets do this

Thanks for reading,

Marketing the Right Content