Is Your Blog Getting Yawns? Spark Engagement With A Solid Money Quote

Shina Neo

The concept of blogging has had a relatively short history when compared to other forms of content, but its rapid growth is impressive nonetheless. What started as a lone college student’s “personal homepage” in 1994 has become a standard content vehicle, with the total number of blogs in existence estimated to surpass 440 million worldwide.

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Topics: inbound marketing

On A Conversion Rollercoaster? Tighten Up Your Mid-Funnel Content

Shina Neo

Navigating the sales funnel can seem more like a roller coaster than a smooth top-to-bottom transition if you don’t have a solid content strategy in place. Last week’s blog on this topic discussed why top of funnel content is no place for a “Buy NOW!” message. Instead, the initial stage (TOFU) should be focused on building awareness about your company and educating targets.

As you move down the funnel towards the middle (MOFU), you may become anxious to dig into active selling tactics.

Not so fast.

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Topics: lead generation, inbound marketing

Creating Buyer Personas: Tips For Aiming Smaller And Smarter

Ilene Rosenthal

You can’t boil the ocean.

We say this a lot in marketing. With only so much time, energy, and resources, you’re lucky to boil even a bucketful at a time. This is particularly true when it comes to attracting a base of customers for your product. Short of running a Superbowl commercial—which you probably can’t afford—you’re not going to reach everyone. Better to aim smaller and smarter.

That’s where buyer personas come in.

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Topics: lead generation, inbound marketing

6 Essential Traits Of The Best Lead Generation Websites

Ilene Rosenthal

website improvement: why redesign your website?Does your website earn its keep? Is it working for you, in terms of attracting new customers and growing sales?

When it comes to planning a business website upgrade, it can be overwhelming. How to distinguish which traits are nice to have, and which are essential?

There are many options, when upgrading from a "first generation" website that just sits there, to creating a truly effective sales tool.

Read on to learn what the best lead generation websites have in common, and how your website can start to earn it's keep.

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Topics: inbound marketing, web design and development

Two Golden Rules to Live By for Golden Marketing Results

Ilene Rosenthal

Two quotes caught my eye recently. They were riffs on the classic Golden Rule.

Let’s deconstruct this inbound-y, folksy wisdom, and see how it applies to growing your business.

“Market unto others as you would have them market unto you”

This quote reminded me of a few great marketing quotes from the Mad Men era. They were saying the same thing almost 50 years ago.

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Topics: inbound marketing, inbound sales

To Get More Leads, Simplify The Customer Buying Process

Ilene Rosenthal

If you've ever stood in a supermarket aisle and stared at your options in any category - unscented, natural, with baking powder, for sports, for women, green - you know you're not alone as you look toward the heavens and pray:  "Make this simpler, please!"  

It's a key truth that we marketers often forget: Consumers are praying for simplicity; decision-making regarding products and services is often so complex it can actually get in the way of life!

Companies that simplify the decision process for their prospects have a real opportunity to impact sales. 

Am I exaggerating? Let's see what the numbers say.

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Topics: lead generation, inbound marketing

Targeted Content: A Better Way to Spend Biz Dev Dollars

Ilene Rosenthal

My beloved New York Times left me bereft recently. I peeled away all the sections, looking for the meaty magazine and there it was, bigger and juicier than usual!

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Topics: inbound marketing, marketing for professional services, content marketing

Is Pay-Per-Click Advertising A Shortcut to Inbound Marketing Results?

Ilene Rosenthal

I recently dug out a bookmarked New York Times article from several years back: Small Players Seek an Alternative to the Expense of Pay-Per-Click

The article profiles a few business owners who learn an expensive lesson. While early PPC (pay-per-click) results can be seductive, this initial success is often followed by diminishing returns. In the hunt for other avenues to qualified lead generation, the authors find inbound marketing, a path to generating more leads at a lower cost.

Today, twice as many growing businesses are using inbound marketing as when this article was written. Driving inbound marketing traffic to your website - driving unpaid traffic - is practically a mainstream philosophy. 

In the early days of White Space Marketing Group, we drank that Kool-Aid, too -- but today, I have a slightly contrarian view to share. 

We've found that paid ads - carefully tested and measured - can augment your inbound programs with efficient lead conversion. Here's how.

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Topics: lead generation, inbound marketing, social media, mid market and SMB marketing, marketing strategy

Jumpstart 2016 Marketing Results With Inbound Marketing

Ilene Rosenthal

This week, over 14,000 business people have converged on Boston for the mother of all digital marketing conferences.  

I attended in 2012, 2013, and 2014 ... and this year, Bari and I are excited to be back.

Here's why I attend  INBOUND every year ...

and if you run a growing business, here's why you should pay attention to Inbound Marketing, too.

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Topics: inbound marketing, inbound sales

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