Posts by Laura Elizabeth Saunders

Inbound marketing: Clicks vs. leads

There’s a significant difference between clicks to your website and true inbound lead generation. While it may be tempting to report those larger web traffic numbers as “leads,” the reality is that you can’t be certain that those folks are actually prospective customers. Website traffic is important Don’t get me wrong, traffic to your site is important. After all, it’s the first step in generating customers though online marketing efforts. But if your end goal is lead generation, it’s essential to consider clicks and leads as two separate entities when reporting marketing campaign successes. Clicks vs. leads A click is …

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Marketing KPIs for earned, owned and paid

Tracking, analyzing and reporting marketing campaign success can be tricky. Instead of setting and forgetting, take a look at specific KPIs along the way to help determine which channels and tactics are performing well, and which could use some tweaking. Performance data for specific channels can also indicate how engaged your audience is, based on the type of action they’re taking. Paid social media metrics Social advertising platforms have become increasingly informative. Marketers can be as general or specific as they choose targeting audiences on most social platforms. To ensure your investment on social media is worthwhile, take a look …

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5 signs you need a marketing audit

Clients come to us for a variety of reasons – from wanting press coverage for a new product to helping generate new business leads. Sometimes they know which tactics would move the needle, but more often, it’s not so clear. That’s where a marketing audit comes in. A marketing audit is a comprehensive review of an organization’s materials, messaging, audiences and competitors using internal, external and third-party research. The result: a deep understanding of key buyer personas and recommendations for a strategic path toward achieving clear marketing and communications goals. 5 signs it’s time for a marketing audit An audit …

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Lead scoring 201: Using data to improve marketing ROI

Lead scoring assigns points to a person based on their likelihood to buy your product or service. Our last blog post on lead scoring – Lead scoring 101: Lead scoring & why it’s important– also explains how lead scoring can be used to align marketing and sales, save valuable resources and increase sales close rates. Now, let’s get into the science of lead scoring: the data that indicates a lead is likely – or unlikely – to buy and how to get started developing a lead scoring system for your business. Types of data that determine a lead’s score Lead …

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Lead scoring 101: Lead scoring & why it’s important

Driving sales. It’s the No. 1 goal of any inbound marketing plan. But it takes more than big budgets, lots of time, great writers or even sheer luck to deliver quality prospects to your sales team. In fact, 80 percent of marketers report their lead-generation efforts are only slightly or somewhat effective (BrightTALK, 2015). To deliver quality prospects, you must define what a “quality, qualified lead” is. And that begins with understanding and developing a lead scoring system. What is a lead? Let’s start with what a lead is not. A lead is not some unknown person that wandered onto …

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Marketing checklist: 3 quick tips to kick off 2017

The holidays are quickly approaching, bringing a fresh start in the New Year. But before you check out of the office, why not take this opportunity to take stock of your marketing efforts in 2016. These three exercises will help you come back in January with a fresh perspective and poised for success in 2017. Look way back. Take a look at what you set out to do last January. What were your goals and did you achieve them? If you set SMART goals (Specific, Measurable, Attainable, Relevant, Timely), the answer to whether or not you achieved them should be …

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How much should you be blogging?

The great blogging debate

Call it the great blogging debate. Should you post short, topical posts at a high frequency like multiple times a day? Or is it better to post in-depth posts with only the most highly-targeted information less frequently? The answer lies somewhere in between. What you want are quality blog posts in a quantity that drives traffic to your website, converts that traffic into leads, establishes your brand as an authority and drives long-term results. Blog frequently. Frequent blogging really does drive traffic. It also improves SEO and fosters a connection with your target audiences. Earlier this year, HubSpot and Moz ran concurrent experiments to …

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Inbound: Moving Buyers from Awareness to Consideration

The buyer’s journey – the research process potential buyers go through before making a purchase – is critical to understanding how to develop effective inbound marketing campaigns. Inbound content should be written to potential buyers at each phase of the buyer’s journey: awareness, consideration and decision. The consideration stage Consideration stage content provides in-depth, solution-oriented information. This is the phase where a prospect has clearly defined their problem or opportunity and is committed to researching and understanding all available approaches to solving it. That’s where you come in. What does the consideration stage look like? (Here’s an example I borrowed …

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Inbound: 5 tips for effective “awareness” content

A strong inbound marketing campaign produces content that attracts site visitors and email contacts, converts them into leads and, ultimately customers (read: generates ROI). Writing content for each stage of the buyer’s journey (awareness, consideration, decision) is easy in theory, but not always in practice. The Awareness Stage Also referred to as “top of the funnel,” the awareness stage begins when your audience (potential buyers) realize they have a problem. They’re online looking for solutions. This is your opportunity to position your brand as an expert – you understand your buyers so well that you know their challenges and can …

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You’ve grown your contact list by 300%! Now what?

So you’ve developed the industry’s best white paper, ran an impressive social advertising campaign and received thousands of new email contacts. Now what? An expansive contact list is great, but only if you know how to use it. Break it down. Segmenting your email list allows you to focus on certain groups based on specific traits or characteristics. Let’s say your target audience is IT managers. The IT manager at a small local company is going to have different challenges and priorities than an IT manager for a Fortune 500 company. Segmenting these individuals into different groups according to company …

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