Inbound Marketing Blog

Buyer Persona + Buyer's Journey = Highly Targeted Content

Posted by Ben Schultz on May 1, 2017 4:14:00 PM

0 Comments

(

If you've ever tried talking with someone who doesn't seem to listen to you, you know how annoying it can be. You try to make a point, but they just run over it like a steamroller and talk about something that interests them.

Why is this so frustrating? Because, even if they don't mean to, these people send the message, "I only care about me. I don't care about you. You don't matter."

No one likes hearing this. Especially not potential clients--after all, why give money to someone who doesn't respect you? That's why it's so important to understand buyer personas and the buyer's journey--it helps you create content that tells customers, "We understand you, we value you and we have what you need."

Website Content: What Google Cares About

Posted by Nikki Wardle on Apr 28, 2017 9:52:00 AM

2 Comments

You and Google have something in common: you both love fresh, quality content that is full of substance, easily digestible and relevant. Content that is relatable, thought-provoking and maybe elicits a bit of emotion. Content that speaks to the reader, not at the reader.

Sadly, a majority of the content companies produce on a daily basis is just not the quality content people will engage with. It’s dull, with very little substance and has a very me-me-me focus. It's no wonder fake news sites easily captured the majority of readers' attention. But that issue is another blog altogether.

4 Tips for Brainstorming Blog Topics

Posted by Ben Schultz on Mar 13, 2017 4:30:55 PM

1 Comment

Very few things are more frustrating than writer’s block. You just sit at your desk and stare at your desktop screen. Your mind is a total blank—it’s like you’ve forgotten how to link words together to form a coherent sentence. Meanwhile, your word processor’s cursor blinks at you mockingly. (Can you tell I’m writing from experience here?)

Why Poop Sells More Sh*t

Posted by Nikki Wardle on Feb 27, 2017 1:29:00 PM

0 Comments

Safe content sucks. It certainly isn’t a revolutionary statement. It’s actually a pretty obvious statement. However, the concept becomes extremely daunting when you think about applying it to your veterinary practice’s marketing plan. You’re probably thinking: “Damn it, Jim, I’m a Doctor, not a risk taker.” (if you got that reference, I like you already).

Imagine this scenario: You publish a blog on your prestigious and professional site about….

Dog crap.

Safe Content Sucks

Posted by Corey Smith on Jan 23, 2017 8:47:00 AM

0 Comments

When we're willing to ruffle a few feathers, we get more engagement. The more engagement we get, the more people will talk to us and about us. 

In 2017, you can find plenty of examples of this dynamic all around you. The abundance of clickbaiting and fake news is probably the best. They elicit emotions and cause us to take action.

Facebook and the Baiting of Clicks

If you haven't heard the term "clickbait," it refers to a title that begs you to click the link for an article. For example, a link might have the title, "You'll be amazed by number 7." When you click through, however, 7 really isn't that important. It's sort of like being Rick Rolled.

I explored this a bit in another blog post I wrote titled, “Is Facebook Making us Stupid and Lazy?” (Of course, I think the answer is yes. You’ll have to take a gander later and let me know what you think.)

How to Use a Little-Known Tool to Improve Your Website Content

Posted by Lindsey Bowshier on Jul 25, 2016 1:00:00 PM

0 Comments

Let's begin with the assumption that when you bother to write something, you want the person reading your content to understand your message.

In my first writing job (at a college newspaper, mind you), I learned that I should write to an eighth-grade reading level. When it comes to writing marketing content for the web, I actually recommend writing to a fifth to eighth-grade reading level. Not because I think every reader is an uneducated dope, but because people consume content differently on the web. Even the person who can read "War and Peace" without picking up a dictionary, consumes web content under different conditions and with a different purpose than when they are feeding their intellect with classic Russian literature.

3 Things Marketers Can Learn from Pokémon GO

Posted by Zerik Kadrlik on Jul 12, 2016 1:56:20 PM

0 Comments

If you haven’t heard of it--which would be very shocking (no Pikachu pun intended)--Pokémon GO is an augmented reality app that has taken the world by storm. It encourages players to get off the couch and go catch creatures known as Pocket Monsters or Pokémon for short.

Its daily usage has far exceeded that of the popular dating app Tinder and is about to surpass Twitter's as well. In the two days since its release, this worldwide phenomenon has increased Nintendo’s stock by $9  billion.

Creating Testimonials that Turn Leads into Customers

Posted by Lindsey Bowshier on May 23, 2016 6:55:19 PM

0 Comments

When a hot new prospect is exploring your site, they want to know one thing:
"What can you do for me?"

Site visitors will be looking at many types of content on your website to try to uncover this information, but one effective way to help answer that question for them is to include a section for testimonials that showcase customer delight. When a site visitor reads success stories and learns how your business's products or services solved problems for your existing customers, it can help the new prospect move through the buyer's journey by showing them how they can benefit from working with you.