Inbound Marketing Blog

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. 

Recycle Old Blog Content for New Inbound Marketing Campaigns

Posted by Sarah Wai on May 23, 2017 4:02:00 PM

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If your company has been blogging for years, you have likely had many campaigns that have inspired blogs posts. But now that those campaigns have ended, you may be wondering: “What purpose do these posts serve now that my campaigns are over?”

Besides the obvious SEO benefit of blog posts, there is another benefit to keeping them in your repertoire: You can recycle them.

Here are a few ways to repurpose your old content to drive user engagement and traffic to new campaigns.

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.

Buyer Persona + Buyer's Journey = Highly Targeted Content

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

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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."

Why Create Exclusionary or Negative Buyer Personas?

Posted by Ben Schultz on Apr 24, 2017 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:

How to Plan Inbound Marketing Campaign Emails

Posted by Sarah Wai on Apr 11, 2017 8:27:00 AM

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A few weeks ago, we covered the basic Elements of an Inbound Marketing Campaign, where we provided:

  • A checklist for the technical aspects, including landing pages, thank you pages, follow-up emails and workflows.
  • Ways to drive traffic to your offers via additional forms of content such as blog and social media posts, as well as emails.
  • The kind of skill sets you’ll need to make it all happen, including a designer, web developer, writer and a Google or SEO specialist.

With all of those basics laid out, we want to delve deeper. Although many businesses (maybe even yours) dismiss email, it is actually a powerful tool that too many miss out on.

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…

There Are No Winners When Marketing Agencies Can't Work Together

Posted by Nikki Wardle on Mar 8, 2017 12:26:00 PM

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I've been in the marketing world for a very...very...very long time. Everything from being a Marketing Manager who hires—and fires—marketing agencies, to now working for a web marketing agency. Working on both sides of the fence gave me the ability to be empathetic for each side.

But this blog isn't about me, it's about you, the client. Your needs, your goals and ultimately your successes.

Take this scenario; your current marketing agency does an excellent job at print, radio and billboard advertisements but probably isn't the best at digital marketing campaigns. And that's okay. It stands to reason that not every marketing/advertising agency is the best at everything.