One of the cornerstones of inbound marketing is tracking not only how many people come to your site, but also what they do when they get there. However, even with all this user data and analytics, we can’t properly segment, nurture, and engage this website traffic without a great top-of-the-funnel (TOFU) offer to tell us who this person is. Creating desirable top-of-the-funnel offers is an art that embraces the oxymoron of generic but targeted mass marketing.
There’s a major shift that’s happening in the way businesses reach their audience. Moving forward, that means your traditional inbound marketing strategy may not be comprehensive enough to reach your audience.
When I used to think of marketing, I used to picture the scene in the 1992 movie Boomerang. Marcus Graham (played by Eddie Murphy) and his brand and design team are in a big, official New York skyline boardroom. They’re brainstorming ideas to brand, launch, and market Helen Strangés’ (played by Grace Jones) new perfume. However, she wants none of the normal, vanilla, boring marketing ideas they are presenting. She wants the exotic, the exciting, the bold, the most shocking marketing strategy put in place to represent who she is. I thought to myself how exciting it looked in that room full of creative people. I wanted to someday experience that. Marketing was not my first love in the end, but as I got older and tested the waters in my career, it eventually led me to the marketing world.
Inbound marketing programs are like snowflakes, no two are alike. In this week's episode of The IMPACT Show, Bob and Nick discussed Snapchat's Context Cards, HubSpot's new podcast, and our main topic for the week, 3 types of inbound marketing programs. Just in case you missed us live (or if you want to relive the magic), you’ll find the episode’s show notes below as well as the recording.
"Music is an integral part of life, day in and day out," said Jeff Levick, Spotify's chief revenue officer. It’s the special ingredient that fuels our workouts, car rides, walks in the park, and if you're like most of us at IMPACT, feeds our productivity at work. The music service giant now has 140 million monthly active users and it's a go-to for collecting and creating your favorite music in playlists, but I think it's safe to say the majority of us don't think about others following those playlists as well. We think about ourselves and what’s going to make the best playlist for our own needs. That’s exactly the approach I took with my playlists -- until last year.
Can you use inbound marketing to increase sales when you sell through a distributor channel? In this week's episode of The Inbound Success Podcast, I'm interviewing Ed Marsh of Consilium Global Business Advisors, an inbound marketing agency owner and an export advisor for American Express.
Begin rant. There is literally no problem or obstacle in life that can’t be overcome with the following series of steps. Nearly every business I’ve come across has talked about their own version of this, in their own buzzwords, and then slap their name on it, calling it the “________ Way.” Not that there is anything wrong with this. I love seeing the process a business lives by and I love knowing that it is a real-world pragmatic process, but my argument is everyone acts like they’ve invented it or discovered some incredible thing that nobody else knows about. Sorry, bud. You didn't.
Inbound marketing takes time, yes, but you could also be struggling to see success due to some common struggles. In this week's episode of The IMPACT Show, Bob and Nick discussed 5 reasons your inbound marketing is failing, as well as the latest in augmented reality and how you could be misguided in your implementation of video. Just in case you missed us live (or if you want to relive the magic), you’ll find the episode’s show notes below as well as the recording.