Inbound Marketing Blog

Lindsey Bowshier Lindsey is the director of web strategy at Tribute Media and holds a B.A. in English and Communication with an emphasis in Journalism. Outside of work, Lindsey participates in a "super-cool-not-at-all-nerdy" writing group. Her favorite writer is Dorothy Parker.

Put Your Damn Website on the Internet

Posted by Lindsey Bowshier on Jul 25, 2018 11:20:22 AM

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If you build a website and never put it on the internet, is it really a website?

This is not a deep philosophical question. It has a simple answer.

NO.

A development site is like an unsent email in your draft folder or all those baby pictures of your teenager on your phone that you keep meaning to back up to your computer or maybe even print and hang on the wall.

So then why are there so many websites living in the purgatory of a development environment instead of on the world wide web?

This is not a rhetorical question. It also has a simple, though not as brief, answer.

Tribute Media is Now HubSpot Platinum Partner

Posted by Lindsey Bowshier on Mar 23, 2018 12:54:28 PM

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We are delighted to announce that Tribute Media has advanced from a Gold Tier HubSpot Partner to Platinum Tier.

For years, Tribute Media has been the only HubSpot partner agency in Idaho. Now we have joined the elite rank of Platinum tier with only 29 other partners worldwide!

Being recognized as a Platinum partner is an honor because it means we have proven our dedication to helping HubSpot customers in Idaho and beyond. We also pass along the benefit of our insights into HubSpot’s product roadmap and resources in delivering marketing solutions to our clients.

Why Create Exclusionary or Negative Buyer Personas?

Posted by Lindsey Bowshier on Feb 28, 2018 9:31:00 AM

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Have you ever thought of the parallels between marketing your business and dating? They are more similar than you might think. Trying to find the right prospects to invest your marketing and sales efforts into can be a lot like finding love. And when you're looking for love (or creating buyer personas for your business), it's just as important to know your deal breakers as it is to know the characteristics you are attracted to. Let's break it down.

They're Just Not That Into You

Think back to your dating days (or, if you're still single, think about the current dating pool). You might have run into this one particular type of guy/girl. They had something that you really liked, but it always came with waaaaay too many red flags. Perhaps you even worked out a kind of checklist for this type:

Tips for Creating Assets for Inbound Marketing Campaigns

Posted by Lindsey Bowshier on Oct 10, 2017 3:46:11 PM

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You've pored over buyer personas and invested in understanding your audience. You've concocted a compelling offer, a valuable piece of content, a meaningful event. You've got what they want. You've got what they need. You're a marketing genius. 

The goal of any inbound marketing campaign is to convert your audience, your contacts, your leads, your prospects, into paying customers and raving fans of your business. And when you create an offer or an event, you are engaging that audience and showing them you've got what it takes to earn their business. You are building a relationship and earning trust and proving that your company can best serve their needs or that your product will solve their problems.

The best part is that people will just know you've done all that work and will just find your offer. 

Oh, wait. That's not right.

This is where your campaign collateral comes in. These assets are the big flashing arrows pointing people to your offer. They are placed where your audience already spends time online and create a path to your offer.

Below, we've listed a few of the major assets associated with pretty much every inbound marketing campaign and provided best practices to increase conversions. Keep these in mind when creating collateral for your next campaign. 

Does My Website Suck? Find Out with a Web Marketing Checkup!

Posted by Lindsey Bowshier on Jun 2, 2017 3:32:00 PM

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In 2015, when we started planning our first  Web Marketing Checkup Clinic, I wrote the original version of this blog post. Now that we've hosted a few of these checkup clinics, as well as conducted countless one-on-one checkups for clients and non-clients alike, I thought I would revisit how it all began and why this exercise is so important to us.

Hopefully, you've had the opportunity to have a web marketing checkup or have joined us for another workshop or event, here at the Tribute Media office. If you have, you know two things:

1) They are always fun and educational

2) Corey cooks some mean BBQ

But other than food and fun, why do we do it? Why do we lend our time and expertise to businesses... FOR FREE?

In short: Because we love building businesses.

3 Super Simple Ideas to Align Sales and Marketing

Posted by Lindsey Bowshier on May 16, 2017 7:00:00 AM

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When I first started hearing about this idea of sales and marketing being a strained relationship, I didn't really understand. At that point, I think I had just been very lucky that all my experiences with marketing and sales alignment were positive. It was just a big ol' love fest over here at Tribute Media.

But I've seen the data. I've watched some of our clients struggle. And ultimately, the proof is in the numbers in the State of Inbound report.

Only 22% of respondents reported that their teams are tightly aligned. Forty-four percent report they are generally aligned, which isn't a bad place to be.

However, for as many people who feel tightly aligned (22%), there are even more (25%) who report some contention in the relationship between sales and marketing (either that they are rarely aligned or misaligned).

For those looking to improve the relationship, alignment and general understanding between these two departments, here are a few super simple ideas to get you started.

How to Market Your Veterinary Clinic

Posted by Lindsey Bowshier on May 8, 2017 2:33:22 PM

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To earn business, veterinary clinics have to do more than just put up a sign. Pet owners have many options--other veterinary clinics or simply choosing to not be proactive in their pet's health--so to engage pet owners in your community, you have to offer valuable information and educational opportunities.

We've seen, first hand, veterinary clinics earn new business by hosting in-clinic events and seminars, as well as offering helpful content on their websites such as eBooks and guides.

Once you've organized an event or created a great piece of content, then use the following elements to create your supporting collateral.

Why Tribute Media is THE Best Place to Work in Idaho

Posted by Lindsey Bowshier on Apr 14, 2017 11:18:55 AM

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Best Places to Work in Idaho 2016

Last year, Jillian and I attended the Best Places to Work in Idaho ceremony for the first time. We felt proud to be surrounded by so many incredible local employers, and we were buzzing with anticipation (and maybe a little wine).

Autumn Kersey of Treasure Valley Children's Theater began calling up winners from our category. Believe me, we were so honored to be there, we would have been thrilled to be called up first to accept the 10th place award. With each winner that wasn't us, our eyes grew wider. 10th, 9th, 8th, 7th--and these were amazing companies we respect and admire! We couldn't believe it when Autumn announced her "friends in downtown Meridian, Tribute Media" for 5th place.

Avoid the Pitfalls of Marketing Myopia

Posted by Lindsey Bowshier on Apr 12, 2017 2:05:00 PM

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What is marketing myopia? Simply put: it's tunnel vision. More specifically, it's what occurs when a business becomes complacent in its marketing efforts, and either focuses too much on the products they sell and not enough on the benefits it provides the user, or focuses far too much on one marketing channel and ignores others.

Elements of an Inbound Marketing Campaign

Posted by Lindsey Bowshier on Mar 24, 2017 11:49:58 AM

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While developing one of the latest tools we'll be offering on our website—a nifty campaign planning tool and webinar—I thought I'd whip up a truncated, tactical guide to planning an inbound marketing campaign. Of course, seeing as we'll need a webinar AND a workbook to take you through what it takes to plan and manage a campaign, this post is only meant to guide you through at a very high level. 

Here is a quick look at the many elements of an inbound marketing campaign—a TL;DR version, if you will…