5 SCENARIOS WHERE IN-HOUSE & OUTSOURCED MARKETING ARE BETTER TOGETHER The question of whether to outsource marketing or keep it in-house is a common one. Both options have their advantages, and if your organization is currently examining this question, we have a great resource for you here. But this post isn’t about a clear-cut, either-or scenario. Because let’s face it. Sometimes, the best option is to forge forward and bring along the best of both worlds – an integrated marketing team that uses the combined talents of in-house and outsourced staff members. Some businesses and nonprofit organizations have an excellent track record of using this combined approach. Here are 5 ways this best-of-both-worlds scenario could play out…
Building a strong customer base is critical to small business growth. But do you know how much your business is spending to get new customers? Maybe you’re underspending, and your business isn’t investing enough in marketing and sales. By not investing enough in marketing and sales, your business risks losing out on bringing in valuable new customers. This sets your business up for “field of dreams marketing”, where businesses are overly optimistic about their ability to bring in new customers, and underestimate the investment needed in marketing. On the other hand, perhaps your business has a problem with its sales or marketing efficiency. If revenue from a customer is less than your business is spending to acquire that customer, then you may have to price the product too high – which can further slow down the sales process.
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A genuine thank you can go a long way in the business and nonprofit sectors. Thanking your customers and your constituents can help deepen brand loyalty and engagement. Saying thank you can even offer your business a competitive advantage. But when it comes to online thank you’s, too often businesses miss out on valuable engagement opportunities. Perhaps the most overlooked online thank you is the post-conversion confirmation page, or thank you page. A thank you page is the page that a web visitor will see right after they’ve filled out a form, made a purchase, signed up for your newsletter, or taken some other online action (conversion) that your organization has identified as a priority.
With Facebook’s diminished organic reach, you’ve probably started leveraging the platform's social advertising features. (And if you haven’t, now is a good time to start!) The most well-known among these advertising options is the Facebook “boost post” button. Boost post is okay in an extreme pinch, but it has a lot of limitations. To achieve a stronger ROI for your social advertising investment, you’ll need to let go of 'boost post' and start using Facebook Ads Manager and Power Editor. If you’re new to Facebook Ads Manager, the tool can feel a little overwhelming at first. But once you dig in, you’ll find it pretty straightforward to use, and it delivers far more powerful functionality than the simple boost post button. Here are four tips to help you get started with Facebook Advertising:
These days, employee brand advocacy programs are getting a lot of attention – and for good reason. When your staff members share, create and engage with your brand across their social media channels, it exponentially increases your brand’s reach. In fact, when employees share something – anything – with their social networks, each one reaches 20 times more people than a typical brand sharing with the same number of followers. But employee brand advocates offer something even more valuable than reach. Employees are powerful forces for building your brand’s trust and credibility. Put simply, members of the general public trust everyday people like themselves a lot more than they trust businesses and CEOs. A recent study by Edelman on trust and employee engagement found that employees are the most credible voices on multiple topics, including innovation, business practices, integrity and the company’s work environment.
If you’re at all familiar with inbound marketing, then you’ve probably come across more than a few “inbound vs outbound” blog posts and infographics. In fact, we’ve even contributed to the inbound vs outbound discussion. Often, these discussions present the two marketing approaches as a dichotomy at best, and diametrically opposed forces at worst. As for our take, we’re definitely huge fans of inbound marketing, but not to the exclusion of outbound strategies and tactics like trade shows. After all, at the end of the day, it’s about quality marketing methods that get results. And for many B2B marketers, trade shows get results. So the important question becomes: How can we get stronger results from our trade show marketing? And THIS is where inbound marketing fits in. To get more out of your trade show investment, be sure to come prepared with a strong inbound strategy. Here are several before, after and during trade show ideas to help you integrate inbound marketing into your next event.
Have you ever wondered, “Hey, why did my review disappear from Yelp?!?” Or, “Did someone delete my review?” If you're keeping a close eye on your review sites, chances are, you've asked one or both of these questions. Maybe you checked your business Yelp listing on Monday and there were 66 reviews. Then on Sunday, you notice that you’re back down to 62 reviews. Or, perhaps a very satisfied customer called you to say thanks. She explained how amazing your customer service is. She also told you that she just posted a raving review of your business on Yelp. So, of course, you click over to your Yelp business listing to read her feedback. But it’s not there! Chances are, your customer did not delete the fantastic review she just left. Instead, it’s likely those reviews have been caught up in the Yelp Filter.
When it comes to newsletters, the days of email "blasts" are long gone. These days, email marketing needs to align with the needs, interests and lifecycle stages of your target audience. As we described in a previous blog post, HubSpot's Smart Content offers elegant options for dynamically serving up personalized content to email recipients based on their list membership or lifecycle stage. Here's an example of how we integrated HubSpot's Smart Content into a client's email newsletter program...
If you are already using content and inbound marketing, then you know that CTAs and content offers are a vital ingredient in your overall marketing efforts. And, you know that each stage of the conversion funnel requires its own unique type of content. For instance, eBooks and checklists are excellent top-of-funnel (TOFU) content offers. And webinars can be great middle-of-funnel (MOFU) offers. But at one point or another, you may have wondered, “Wait… can’t webinars be TOFU offers too?”