A marketer's guide to advanced automation

5 Benefits Of Marketing Automation

When researching purchases online, customers expect timely responses to their questions. Organizations that are able to respond quickly and provide content that addresses that customer’s specific needs are more successful. A Harvard Business Review study found that companies are 60 times more likely to qualify a lead, if they follow up within one hour.

Marketing automation helps enable organizations to respond to those requests quickly, engage leads with relevant content, track and score each lead’s behavior, and deliver better quality leads. Read more

user generated content

The Power of an Influencer Marketing Strategy: How and Why It Works

We’ve all been through it—you’re scrolling through your social media feed when suddenly you come across an individual passionately endorsing a product or service. What’s more? They have a massive following. You notice this is different from the typical celebrity endorsements. That is because the individual you are seeing is a social media influencer, which makes the premise of an influencer marketing strategy so much more unique.

As a true millennial who’s seen its effects, I can attest to how important it is to be leveraging social media to enhance your marketing efforts. The following is an outline of everything you need to know about Influencer Marketing. This includes how much it costs to hire an influencer, the top social media platforms to run an influencer campaign, how to measure the success of this marketing strategy, and examples of how it’s been done successfully.

What is an Influencer?

An influencer is somebody who has the ability to “influence” potential buyers by endorsing the offerings on social media. There are several factors that indicate whether or not someone is an influencer. However, the most telling one could be that the individual’s followers fit into a particular niche, and there is active engagement between them and the actual influencer.

Rather than just being “marketing tools”, influencers are assets to a company’s social relationships with whom they can collaborate to accomplish their Marketing goals. This is what makes a social media influencer entirely different from a celebrity endorsement, and perhaps, more successful.

In celebrity product endorsements, there is less of an emphasis on engagement and more on capitalizing on the person’s fame and name recognition to benefit a brand. In short, the objective is to capture the attention of a broader audience, unlike the niche audience of the influencer.

The Cost of Influence

As you may assume, influencers can be costly and there is no set rate for incorporating them into your campaign. It’s a common practice for digital marketers to follow the “one cent per follower rule”. Some marketers know this as the $100 per 10,000 followers rule. Factors to consider include engagement rate, client budget, and campaign lengths. However, according to Instagram Influencer, Matt Crump (who has composed his own rates), creative mandates, production costs, timeline, and rights affect the cost of hiring him for your campaign. Crump explained that the price range per sponsored post varies based on the number of followers he has during that time period. The price can be as low as $100-$500 for 5-10k followers, and as high as $10,000 for over 1,000,000 followers.

Top Social Media Platforms

It’s important for marketers to identify which platform will bring the greatest Return on Investment for their influencer marketing campaign. According to Linqia, over 68% of marketers recognize Instagram as the most effective social network for an influencer strategy in 2019. Coming in second was Facebook with 51% with YouTube, Blogs, Pinterest, Twitter, and Snapchat following behind. The takeaway is simple: If you’re considering an Influencer Marketing strategy, Instagram is the place to start!

Similar Article: 5 Ways To Optimize Your Social Media

How to Measure Success

Although over 60% of marketers are primarily focused on driving brand awareness, engagement, and impressions (Linqia), it’s still important to track sales generation from such campaigns as well as conversions, audience sentiment, and clicks. Since influencer marketing is an ever-evolving industry. Marketers need to consistently evaluate their measurement practices to ensure they’re held to the same standards as other media investments.

Similar Article: Effective Inbound Marketing Strategies

3 Examples of Successful Influencer Marketing

Now that you have an understanding of what an influencer is, how much they cost, the top social media platforms to use for your influencer marketing campaign, and how to measure its success, it’s time to take a look at influencer marketing strategies in action. The following are four examples of successful influencer marketing:

Naked Juice –

When seeking to raise their brand awareness, even more, Naked Juice decided to collaborate with Instagram influencers, Beth Norton and Kate La Vie, through sponsored Instagram posts. Kate La Vie features images of her outfits and beauty essentials. This made it easy for the brand to strategically collaborate with her snapshots. The campaign saw much success. According to Social Bond, within 24 hours the Instagram post generated more than 2,000 likes and comments combined. Additionally, this campaign enabled Naked Juice to position itself as more of a “premium juice” brand. Following the success of the campaign, the company made $57.4 million in revenue by the end of 2017.

Sperry Boat Shoes At the end of 2016, the popular boat shoe brand, “Sperry” collaborated with more than 100 Instagram “micro-influencers”. The key influencers here were “Sperry Enthusiasts”. To create engaging content with its audience, Sperry identified fans on Instagram who were already sharing pictures of their shoes. Subsequently, the brand invited these users to develop content for its Instagram account. The strategy worked. According to Curalate, Sperry’s most engaged photo of 2016 got 8,278 likes. How did they do this? The photo was taken by influencer Slava Daniliuk who had 4,500 Instagram followers at the time. Additionally, Daniliuk posted with the brand’s trademark hashtag, #OdysseysAwait which increased engagement even more.     

Walmart –

As proven by a successful retail company, influencer marketing can also be highly effective when promoting philanthropic incentives as well. Walmart took a “Cause Marketing” approach when embarking on its “Feeding America” mission with several influencers on Instagram. The strategy was simple: For each like, #FightHunger comment, or post share, 0.90 cents would be donated to the organization. Logan Paul’s most-liked post from the campaign generated over one million likes. Due to the success of these influencers in the #FightHunger campaign, Walmart raised close to $1.65 million in addition to boosting positive sentiment for their brand.

Similar Article: Social Media Campaigns for Attracting Prospects and Generating Leads

With the numerous advantages that influencer marketing provides, it’s no secret why so many brands are going with this strategy. As soon as you scroll through your social media feed once again, you’ll come across one of these campaigns. However, you’ll now have a better understanding of what an influencer marketer is and all of the marketing elements involved. 

30 Greatest Lead Generation Tips
Inbound Marketing

Why Inbound Marketing Solutions Are Integral To Your Success

Inbound marketing is a strategy that focuses on attracting customers using valuable content instead of traditional advertising methods (such as cold calling). Successful inbound marketing solutions help make your company easier to find online and nurture potential leads through the buyer’s journey. Inbound marketing is incredibly effective because it’s a long-term strategy that allows leads to be nurtured at their own pace.

The Difference Between Inbound Marketing And Outbound Marketing

Outbound marketing is a strategy that relies on interrupting potential customers with advertising messages. Outbound methods include cold calling, TV commercials, and direct mail. These tactics are often intrusive and can be easily ignored or blocked by consumers.

Inbound marketing is the exact opposite of outbound marketing. Rather than bombarding potential customers with ads, inbound marketing relies on providing valuable content that draws customers in. Inbound methods include creating blog posts, articles, ebooks, white papers, social media posts, and podcasts. These tactics are designed to help potential customers learn about your company and the solutions you provide.

When it comes down to it, outbound marketing casts a wide net, forcing your message on a large audience in the hopes of reaching potential leads. It’s a strategy that’s short-term in nature. Inbound marketing solutions focus on positioning your business to be found by your target audience on their time. Whereas outbound is considered an “interruption” strategy, inbound is a “permission” strategy that’s more long-term in nature.

The Four Stages of Inbound Marketing

A successful inbound marketing strategy should engage potential leads at every stage of the buyer’s journey. As such, you can separate inbound marketing into four distinct stages:

Stage One: Attract

attract

The first stage is all about attracting potential leads to your brand. This stage requires various tactics to generate brand awareness and make it easy for potential leads to find your website. For this stage to be successful, you need to understand who your target audience is. It’s why many businesses will start by developing their buyer personas first.

Stage Two: Convert

Converting visitors to leads is the next step once you’ve attracted them. The idea behind this stage is to educate visitors and earn their trust using high-quality content. They will then be more willing to sign up to an email list via lead capture forms on your website or blog. Many businesses will use gated content, such as downloadable eBooks or free trials, as incentives for leads to provide their contact information.

Stage Three: Close

Once you capture your leads, you’ll need to nurture them through the sales funnel using personalized content. You can do this by sending them offers and nurturing them via an email marketing campaign.

Stage Four: Delightdelight

The last stage focuses on delighting customers with exceptional customer service. You can do so by using follow-up emails, social media interactions, cross-selling opportunities, and more.

Also Read: What Are Marketing Qualified Leads And Why Do They Matter?

The Essential Inbound Marketing Strategies

There are a few primary inbound marketing solutions that every business should implement. However, it’s essential to understand that these strategies function best if you plan and execute them in conjunction with one another. Your best chance of success is when the following inbound marketing strategies work together.

Content Marketing

Content marketing is crucial to inbound marketing. Without content, you’ll have no way to attract potential leads or nurture them. You’ll want to create content that addresses every stage of the buyer’s journey, from awareness to advocacy.

High-quality content that addresses the needs of your target audience is likely to be shared more and to rank higher on Google’s search engine. As a result, it will make it easier to be found by prospects in the awareness stage. Additionally, by creating informative and educational content, you’ll engage your leads and build trust, which will make it easier to convert them.

You can implement many inbound marketing solutions in your content marketing strategy. For example, you can blog and create downloadable content offers to encourage email sign-ups and email marketing.

Social Media Marketing

There are 4.62 billion people using social media as of this year. As such, social media marketing is one of the most effective ways to reach your target audience and engage with your leads. By creating pages on the social channels (such as Facebook or Twitter) your audience uses, you set up another platform to help spread awareness of your brand. After all, you can post content that can be shared and drive users back to your website.

The ability to engage directly with prospects also functions as a PR strategy. As such, your social media presence can help increase your brand reputation, building trust with your audience as a result. The following are a few examples of social media inbound marketing solutions you can use:

  • Addressing negative comments: If a prospect has a negative experience with your product or service, addressing them on social media can help resolve the situation and improve customer loyalty.
  • Keeping followers engaged: Asking questions, providing valuable content, and running contests and giveaways are all great ways to keep followers engaged.
  • Posting website content: Simply posting new content published on your blog can help drive traffic from your social media pages to your website.
  • Building relationships with influencersSocial media influencers have huge followings on social media. By identifying influencers in your industry and building relationships with them, you could boost awareness of your brand (especially if they share your content with their audiences).
  • Live streaming: Many social channels allow live streaming, which can be a great way to connect with your audience in real-time. You can live stream all types of video content, including product launches, interviews with team members, and behind-the-scenes footage.

Also Read: The Top 10 Strategies for Mastering Inbound Marketing

Search Engine Optimization (SEO)

SEO is the process of optimizing your website and content so that it appears as the top result for relevant keywords in search engines. When people use Google, Bing, or other search engines to find information, products, or services, you want your website to be one of the first results they see.

SEO is an ongoing process that requires continual effort. You’ll need to research the right keywords, optimize your website using those keywords, and track your results. However, keyword usage isn’t the only SEO tactic in the book. Google takes great care to rank pages based on the quality of the content, which means that your content has to provide value.

Secondly, Google determines content quality using engagement metrics, which includes:

  • External backlinks you’ve earned from high-quality websites
  • Social engagement, such as shares and likes
  • Number of visits
  • Page load speeds
  • Mobile-friendliness

As such, ranking well on search engine results pages (SERP) requires a comprehensive and robust SEO strategy.

Also Read: The Importance of Earning High Quality Backlinks

Inbound Marketing is Critical to Your Success

Inbound marketing combines all the tactics previously discussed: SEO, social media marketing, and content marketing. It’s the process of attracting leads to your website through the use of relevant and helpful content. When properly implemented, inbound marketing solutions can be extremely effective in generating leads and converting customers over the long term.

30 Greatest Lead Generation Tips
AI driven strategies

Do You Know Your AIQ? Key AI Marketing Strategy Insights for Every Marketer

AI is no longer an emerging trend—it’s a core component of advanced AI marketing strategy. But how familiar are you with leveraging AI to optimize your campaigns? Think of your AIQ (Artificial Intelligence Quotient) as a measure of how effectively you incorporate AI into your marketing efforts. 

 

In this article, we’ll explore how you can boost your AIQ by understanding six of the most powerful applications of AI:

Ready to explore your AIQ? These strategies will guide you on your journey!

Key AI Marketing Strategies

 

1. AI-Powered Personalization: Tailoring Experiences for Every Customer

AI personalization strategyAI’s ability to process vast amounts of data in real-time is revolutionizing how brands personalize customer experiences. Particularly, you can leverage AI to analyze user behaviors and preferences, allowing your brand to deliver content that truly resonates with your audience—think of how Spotify curates your music playlists or how Netflix recommends movies. But today’s AI goes further than just product suggestions; it focuses on crafting a unique journey for each customer. Whether you’re sending personalized emails, tailoring website content, or providing individualized offers, AI helps ensure that the right message reaches the right person at just the right time. Have you explored how AI might enhance your personalization strategy and foster stronger connections with your audience?

2. Predictive Analytics: Data That Drives Actionable Insights

AI doesn’t just analyze past behavior—it takes things a step further by predicting future trends and customer actions. With predictive analytics, AI digs into historical data, identifying patterns that help marketers anticipate customer behaviors, like churn rates, buying habits, and product demand. You might think, “Well, predictive analytics has been around for years.” That’s true. What AI does differently is that it really supercharges the process, analyzing millions of data points in just minutes. This leads to faster, more accurate decision-making, giving marketers an edge in optimizing campaigns and strategies. For example, tools like HubSpot’s predictive lead scoring help prioritize high-potential leads, streamlining efforts to focus where it matters most. In this way, instead of relying on manual data analysis, AI now does the heavy lifting for you, making decision-making more efficient.

3. Sentiment Analysis: Measuring Customer Emotions at Scale

To maintain a strong reputation and build lasting trust, understanding how your audience feels about your brand is crucial. That’s where AI-powered sentiment analysis steps in. What is sentiment analysis? It’s the process of using AI to analyze customer feedback, social media activity, reviews, and other textual data to determine the emotional tone behind the words. This gives you actionable insights, allowing you to adjust your messaging and offerings in real-time. For instance, if customers start expressing dissatisfaction with a product or service, AI can flag the trend early, giving your team the opportunity to address issues before they escalate. Ultimately, this ability to read customer emotions on a large scale enables marketers to create a more authentic, customer-first strategy.

4. AI-Driven Ad Optimization: Precision Targeting in Real-Time

Ad campaign strategy

When it comes to optimizing your ad campaigns, it’s no longer just about trial and error. Instead, AI takes the guesswork out of ad targeting and budgeting by making real-time adjustments based on performance data. More specifically, AI-driven platforms tap into data like user behavior, engagement metrics, and demographic information to determine where and when your ads will hit the mark. On top of that, these platforms are always fine-tuning things—adjusting bids, placements, and creative elements—to help you get the most value from your investment. The end result? Smarter spending, higher engagement, and better overall ad performance!

5. Content Creation: The Balance Between AI Automation and Human Creativity

Businesses of all sizes can leverage AI as a supportive tool to enhance content creation—whether it’s generating ideas, producing drafts, spotting trends, or improving SEO strategies. As a result, marketers can shift their focus toward high-level strategies like creative development. However, it’s important to note that while AI streamlines these processes, it’s not without its limitations. For instance, AI can sometimes miss the mark on tone, making content sound impersonal or robotic. Issues like content quality or accuracy can also arise. To avoid these pitfalls and ensure the content feels genuine and aligns with your brand’s voice, human oversight is still crucial. After all, it’s about finding that sweet spot where technology and creativity work hand in hand!

6. Dynamic Pricing: Staying Competitive with AI-Driven Flexibility

AI’s ability to process data in real-time is a game-changer for dynamic pricing strategies that can adapt on the spot. Whether it’s shifts in supply and demand, changes in competitor pricing, or customer buying patterns, AI helps keep your prices competitive while maximizing profits. This is especially useful in e-commerce and retail. For example, if an item isn’t selling well, AI can lower the price in real-time to stimulate sales. This way, you can quickly respond to market trends and optimize your revenue. While AI dynamic pricing offers immense benefits, it’s important to also consider the ethical implications involved. To successfully navigate this future, businesses must prioritize transparency, fairness, and consumer trust. In this way, you can harness AI’s power to not only drive sales but also build lasting customer relationships and achieve long-term brand success!

Boosting Your AIQ for Marketing Success!

AI is fundamentally reshaping marketing, making processes more data-driven, precise, and efficient. By embracing AI marketing strategy—like personalized customer experiences, predictive analytics, sentiment analysis, and dynamic pricing—you can elevate your AIQ and keep your brand ahead of the competition. So, what role does AI play in your current marketing strategy, and what additional steps can you take to amplify its effectiveness?

Also Read Considering The Pros and Cons of Using Artificial Intelligence In Marketing

 

PR Strategy for Inbound Marketing

How a Strong Public Relations (PR) Strategy Can Benefit Your Inbound Marketing Efforts

Inbound marketing focuses heavily on increasing brand awareness and building brand trust. As such, people sometimes confuse inbound marketing strategies with public relations (PR) strategies. After all, public relations is about maintaining the integrity of your brand. However, they are actually different from one another — although they do depend heavily on each other for success. The following is a breakdown of the differences between inbound marketing and PR and how they can work together.

The Difference Between Inbound Marketing And Public Relations

Inbound marketing is a multi-faceted strategy that consists of a range of tactics for promoting products and services as well as for educating consumers. The ultimate goal of inbound marketing is to attract and convert more leads in order to generate more customers. The goal of PR isn’t to generate and convert leads and customers. The goal of PR is to maintain and improve the public perception of your brand. Basically, a good PR strategy will help you build a favorable reputation. Unlike inbound, PR focuses as much on targeting shareholders and employees as it does on potential and existing consumers or clients.

Also Read: Your Brand Reputation and Public Relations

How Good PR Can Benefit Your Inbound Marketing Campaign

Trust is vital to your ability to convert new leads. The more brand trust you generate, the easier it becomes to close new sales. As such, a good PR strategy can supplement your inbound strategy. When it comes to PR, it’s not just about putting out good publicity and improving your brand reputation — it’s also about preventing a bad reputation.

PR requires that you get on top of situations that can damage your rep. For instance, if customers are leaving bad feedback on your social media pages, you can’t just ignore it or it will hurt your public perception. As part of a successful PR strategy, you would address poor feedback. Show that your brand cares about the experience of its customers. In fact, if you handle such feedback effectively, you could even turn it into a win that actually boosts your brand trust.

PR also includes publishing notices about new products and services, or about upcoming events. These announcements double as promotional content for your business. This can pique the interest of your target audience, thereby bolstering your inbound marketing capabilities.
inbound marketing efforts

Public Relations (PR) Strategies That Can Boost Your Inbound Marketing Success

The following are a few of the public relations (PR) strategies that can go a long way towards improving your inbound marketing efforts:

  • Publish high-quality content – PR is a form of content creation. As such, you’ll want to make sure that whenever you release a press release. Make sure it is well written, properly optimized, and targeting a specific audience. Your PR content can double as inbound content, after all.
  • Focus on executives – Putting a face on your brand can help improve brand trust. As such, use your executives for interviews and quotes when releasing new PR content. Doing so can also help establish the people behind your brand as thought leaders, thereby increasing brand authority.
  • Promote award wins – When your company or the people in your company win industry awards, be sure to announce those wins. Such content will showcase your company’s expertise, which will improve your reputation as well as your authority and trust.
  • Publish press releases – Your press releases can help drive new leads to your inbound marketing or sales assets (as long as those press releases are of high quality).

Implement A PR Strategy As A Part Of Your Inbound Marketing Efforts Today

A good PR strategy can help you control the public perception of your brand, thereby ensuring that you maintain a good reputation. Such a reputation is vital to building brand trust and, as such, can help to bolster your inbound marketing efforts.

Inbound marketing will help you grow your business by attracting website visitors, converting them into leads and closing leads into customers
know your audience to improve copy

6 Tips For Improving Copy

Good copy is crucial for many reasons. Its importance spans a wide range of mediums, from social media posts and blog articles to advertising materials and email campaigns. Good copy allows you to communicate with your audience more effectively and foster a deeper connection with them. Additionally, good copy aids in promoting your services and/or products. Therefore, good copy drives sales. Your copy’s topic and the copy itself both have to be quality to achieve these results. Here are 6 tips you should use to improve your copy overall:

Know your audience:

Understanding your audience is important when crafting effective copy. It’s crucial that your topic is not just relevant, but also resonates with your target audience. To achieve this, you need to know who you are writing for and what they care about. In order to do that, you should conduct research to build a profile of your target audience. You can analyze existing customer data, conduct surveys, and engage in conversations with current and potential customers. The insights you gain from this research will help you better understand your audience, and therefore help you understand what is relevant to them.

know your audience to improve copy

Edit Your Work:

Good copy reflects professionalism. Additionally, it enhances coherence, clarity, and overall impact. Therefore, it’s important to notice and fix any mistakes in your copy before your readers do. To do this you must proofread and edit your copy. Unfortunately, these two important elements in crafting good copy are often overlooked. After writing your copy, you have to proofread it to check for errors, but it is best to take a short break before doing so. This way, when you come back to your copy, it will be easier to find errors since you will have a fresh perspective. Once you return from your break to start proofreading, try reading your copy out loud. This will allow you to hear how the text flows, which can help you find grammatical errors in your writing. You can also have another person read the copy, since a fresh pair of eyes can catch errors that you might have missed.

edit copy

Strategically choose your wording:

Using adverbs can make your writing too wordy. If your message is still clear and impactful without the adverb, it is usually best to strike it from the copy. You should avoid using exaggeratory words, as it often comes across as trying too hard or disingenuous. This can diminish your credibility.  You should also strategically choose your wording based on your audience. Remember that different audiences require different approaches. While a creative audience might respond better to a conversational writing style, a business audience will likely respond better to precise and straightforward language.

Keep sentences short:

Get rid of unnecessary words. Shorter sentences are easier to read and understand. They allow readers to quickly understand your message. In digital content, where people’s attention spans are shorter, this is especially important. Remember, clear and concise writing is best. 

Use active voice:

When the subject of a sentence performs the action, that means that the sentence is written using active voice. Using active voice keeps sentences from being too wordy. It also makes sentences easier to understand.

Use a compelling headline:

The headline is the first thing your audience will read, and if it’s not well written, it might be the last. A well-written headline is engaging and persuasive. It needs to grab the reader’s attention immediately, enticing them to keep reading. A headline can do different things to achieve this, like promising value or piquing curiosity. Generally, the shorter your headline is, the better. Shorter headlines are often more effective because they can be absorbed and understood by readers more quickly. This is important in catching a reader’s attention. However, you shouldn’t sacrifice clarity to achieve a shorter headline length. Make sure that your headline conveys the main idea of your writing while being clear and concise.

Use the above 6 tips to improve your copy’s topic and your copy itself to communicate more effectively in addition to selling more services and/or products. When your copy’s topic and the copy itself are both of good quality, you have an ultimate combination that can significantly enhance your communication efforts and help you achieve your business goals.

digital cotent marketing for manufacturer

Boost Your Manufacturing Growth with Digital Content Marketing

Have you read tons of digital content marketing advice, only to find that most of it doesn’t quite fit your industry?

That’s because many resources tend to focus on sectors that target broader consumer bases. However, manufacturing is a whole different ballgame—it often serves niche markets with specific needs. That’s why a solid digital content marketing strategy for this sector should prioritize showcasing technical expertise, navigating longer sales cycles, and targeting distinct B2B audiences. And that’s where content marketing comes in—it’s a powerful way for manufacturers to offer valuable insights, educate potential buyers, and build trust.

So, if your answer to the opening question is yes, this blog might just hold the solutions you’ve been searching for.

 

In this post, we’ll cover four key content marketing strategies:

And, we’ll explore three major benefits:

Ready to unlock new growth? These strategies will get you there!

Key Digital Content Marketing Strategies

First, let’s explore the types of content strategies manufacturers can leverage to boost brand growth:

digital marketing strategy

1. Blog Posts & Educational Content

If your business doesn’t have a blog, it’s definitely worth considering. In fact, B2B companies that use blogs often generate more leads than those that don’t. It provides a great platform for explaining complex processes and technical products in a way that’s easy to grasp. For instance, in the manufacturing sector, a company could publish a series of blog posts on best practices for maintenance or the latest technology trends. Not only can these blogs help develop an online presence, but they can also establish expertise and attract more qualified leads! Just remember, it’s important to target these posts to the key stages of the buyer’s journey. By doing so, you can ensure that the right content reaches the right audience at the right time.

Also Read Marketing Blog tips to Supplement your Digital Strategy

2. Video Marketing

For the most part, people are visual learners; we love pictures, graphics, and videos. That’s where video marketing comes into play! If your content efforts include videos, chances are some customers will click on them. It’s a fantastic way to highlight a company’s expertise and products. For example, a manufacturer of industrial robots could create video demonstrations showing how their robots operate on an assembly line. Additionally, these videos could highlight customer testimonials, showcasing how the product has improved efficiency in real-world applications.

Also Read Three Videos Every B2B Website Should Have

3. Case Studies & White Papers

There’s nothing quite as persuasive as a well-researched white paper or an in-depth case study. You can use them to highlight how your manufacturer’s products or services have successfully addressed challenges for other clients. For instance, an eco-friendly packaging supplier might create a case study that highlights how a customer reduced plastic waste by making the switch to their products. Meanwhile, the long-form format of a white paper allows for detailed technical specifications and quantifiable results. This makes them invaluable resources for decision-makers during the research and consideration stages.

Also Read Top Benefits of Using Case Studies For Your Business

4. Social Media Presence

Many brands are using social media to engage their audiences, grow their market share, and boost sales—so why not let manufacturing join in on the fun? While your company may already be leveraging platforms like LinkedIn to share industrial articles, there’s so much more social media can offer. A company specializing in renewable energy components could engage with followers by sharing industry insights, participating in discussions about sustainability, and posting videos from trade shows. This approach fosters real-time feedback and builds stronger relationships with both prospects and existing clients.

Also Read 5 Ways To Optimize Your Social Media

What Are the Benefits?

How does digital content marketing translate into growth for manufacturers? It boils down to three main advantages:

benefits ladder

1. Lead Generation

When potential customers come across articles, videos, or case studies that resonate with their needs and pain points, they’re more inclined to engage with your brand. This not only helps build trust but also transforms them into more qualified leads, encouraging them to progress further along their customer journey.

Also Read Perfect Your Inbound Marketing Strategy With Lead Nurturing

2. Better Customer Insights

By analyzing metrics such as views, shares, and comments, you can see what topics resonate most and what challenges your customers are facing. This information allows you to refine your content strategy, making it more relevant and tailored to your audience’s needs. Ultimately, understanding your customers better helps you create content that truly speaks to them, fostering stronger relationships and improving their overall experience with your brand.

Also Read Customer Engagement Strategy

3. Cost-Effective & Measurable

Unlike traditional methods, digital content marketing provides measurable results, enabling businesses to fine-tune their strategies and allocate resources more effectively. Plus, it typically costs less than traditional advertising while delivering higher returns, making it a smart investment for companies looking to maximize their impact.

Also Read Six Cost Effective Marketing Strategies To Grow Your Brand

Embrace the Digital Shift!

Gone are the days when you could only stand behind the stage; embracing digital content lets you step into the spotlight and connect directly with your audience’s interests and challenges.

The kicker? The digital landscape is always evolving, so staying agile and on top of trends is key. 

What’s the bottom line? Applying these digital content marketing strategies will transform how you navigate the manufacturing world. Don’t wait—seize the opportunity to stand out and thrive in the digital age by turning your efforts into a powerful, lasting strategy for success!



 

Inbound marketing will help you grow your business by attracting website visitors, converting them into leads and closing leads into customers

website strategy

Web Design Tips to Generate More Leads Online

Building a website for your company is great, but building a website that doesn’t generate any leads online is, well, not so great.  Fortunately designing a site that brings in leads doesn’t have to be too hard or overwhelming. Follow our web design tips below on how to design a user-friendly website that will draw people in and convert them on the spot.

Web Design Tips for More Leads

1. Know Your Audience

The first step before designing your site is to know your audience. You’ll want to create a persona that is a fictitious person that encompasses the characteristic of your typical customer. You can include demographics like age, gender, interests, purchasing habits, online behavior, job positions, hobbies or any other characteristics that you think will influence your target audience’s purchasing decisions. Once you have your personas developed you will be able to create your content based on what would be interesting to them.

This will save you a lot of time and effort that would have been wasted going after people that have little to no interest in what you have to offer. You wan to provide value with your content so it should be centered on how you solve the challenges and problems of your persona so that when they’re looking for solutions they find you.

According to HubSpot, using marketing personas can make your website 2-5 times more effective.

2. Make sure your website is well optimized

That last part brings us to our next tip – optimizing your website. Your audience is researching solutions to their challenges online way before they ever contact you. Website optimization or SEO is how they find your website when conducting their research.

To get the most out of your SEO you’ll want to design your content around your audience and not around search engines.  Publishing content without value to your audience is not going to get you anywhere.  Look for your target audience’s pain points, what they are searching for, and what terms or keywords are they interested then match the keywords in your content to the same terms. You’ll want to look for:

  • Keywords with a high number of searches
  • Keywords with a low competition

Download our guide for more on website optimization techniques.

3. Have compelling CTAs

Driving leads online to your site that don’t convert is essentially useless so you’ll want to capture their contact information.  In order to push your website traffic to the sales funnel you’ll want to have compelling CTAs on pages that cause users to take a specific action. Your call to action must offer your user something they would want in exchange for their information.  This will allow you to follow up and nurture the site traffic into customers long after they have left your site pages. The most compelling CTAs that cause users to convert include:

  • A visible position
  • A clear offering
  • An image or other visible component to grab attention
  • A link to a landing page where they will fill in their information to receive offer
  • A landing page that matches what the CTA had to offer
  • A simple form on the following landing page
  • A strong follow-up email

4. Add Testimonials and Case Studies To Your Website- Video is Best

Testimonials are a great way to attract and convert more leads. People love to see success stories and would be more compelled to contact you if they see that you helped solve problems for companies that were facing the same challenges they’re facing. Video testimonials are the best way to convey your success stories as they put a face and voice behind your success and instantly become more believable. Seeing the face of a happy smiling customer will make you seem trustworthy in the eyes of your potential customers compelling them to want to work with you to achieve the same results.

5. Measure and Test, Test, Test

This is a simple step but sadly often overlooked. Be sure to test everything on your site for bugs as nothing can make your audience flee faster than a broken link or bad user experience. A/b test different website page or content offers to see which one is more of interest to your visitors and consistently add new content to your site to improve your site.

Keep these tips in mind when designing your site and you’ll have an online “salesperson” that drives in qualified online leads ready to convert.

Inbound marketing will help you grow your business by attracting website visitors, converting them into leads and closing leads into customers

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The Secret to SEO and 5 Tips on Optimizing Your Results

Search Engine Optimization (SEO) is the strategy of improving your website’s ranking on search engine results pages (SERPs). Doing so helps to increase visibility and explores the secret to SEO. If you do any online marketing, then the odds are you have some basic understanding of SEO. For instance, you’re likely aware that the use of keywords can help you attract new visitors.

However, the use of keywords isn’t the only factor that determines SEO rankings. The secret to SEO is that Google uses countless factors to determine website rankings. With that in mind, the following five lesser-known SEO optimization tips you should apply to improve your website’s rankings:

Top 5 Optimization Tips to Unlock the Secret to SEO

1. The Most Important Secret To SEO Is Knowing Your Audience

Your SEO rankings rely heavily on the quality of your content and the strength of your keywords. However, neither is possible if you don’t first know who your target audience is.

If you’re not creating content that’s relevant to your target audience, then that content isn’t going to rank well over the long term no matter how well optimized it is. You may get short-term results, but you’ll attract poor-quality leads that aren’t actually interested in your brand.

You need to create content that’s relevant to your target audience and addresses their specific needs. Doing so will not only help you rank better over the long run, but it will lead to more conversions. Creating buyer personas is an effective way to ensure that you understand who your target audience is.

2. The Overall User Experience Matters

When trying to improve your SEO, there’s more to focus on than just your website’s content. The overall user experience is also a major factor that search engines take into account when determining rankings.

For instance, if your website has great content but it loads slowly or is difficult to navigate, then users will have a poor experience. Not only will this result in higher bounce rates, but it will hurt your conversion rate and reduce return visitors.

To ensure a good user experience, you need to have a fast-loading website that’s easy to navigate. It should also have logical menus and no broken links. Additionally, should make sure that your website is mobile-friendly so that your site is easy to use on mobile devices.

Finally, you should provide links to off-site resources that can help educate your visitors further. Doing so will help you build a reputation as a selfless, trusted authority in your industry.

secrets to having a good SEO

How Your Web Page Speed Effects Your SEO and Google Ads Performance

3. Your Website Needs To Be Secure

Having a secure website is absolutely critical to maintaining the trust of your visitors, your leads, and your customers. Poor security can leave everyone vulnerable to data theft. If someone hacks your website, it can irreparably damage your reputation.

Furthermore, Google has stated that having an SSL (Secure Sockets Layer) certificate is now a ranking factor. An SSL certificate encrypts the data transmitted between your website and its visitors. This encryption helps to protect sensitive information like credit card numbers and login credentials.

A lack of an SSL certificate will only have a small impact on your ranking. However, if a security breach occurs because you don’t have an SSL certificate, it can hurt your reputation. As a result, you may experience a massive drop-off in return visitors, which will ultimately hurt your SEO rankings.

Last, but not least, having HTTPS (Hypertext Transfer Protocol Secure) in the address bar of your website also helps to build trust with visitors as it’s a sign that your site is secure. The more trust your brand creates, the more conversions, return visits, and social shares you will get.

4. Off-Site SEO Is Crucial To Your Overall Ranking Results

Google’s ranking system focuses on determining the quality and relevance of any given webpage. As such, they pay attention to off-site signals that provide an indication of your website’s popularity and authority. In other words, the more popular and authoritative your website is, the higher it will rank.

One of the best ways to improve your off-site SEO is by actively working on building relationships with other websites and bloggers in your industry. You can do this by guest blogging, leaving comments on other blogs, participating in forums, and more. You should also share your content across your social media channels to increase its reach and visibility.

Additionally, you should try to get other websites to link back to yours where relevant. You can do this by creating high-quality content that’s worth linking to. You can also reach out to other website owners and simply ask them to link to your site.

local SEO

5. SEO Strategies Should Never Be Set In Stone

The SEO landscape is constantly changing, which means what worked yesterday may not work today. As such, you should regularly review your SEO strategy to see what’s working and what isn’t.

One way to do this is by using Analytics tools to track various metrics and monitor the performance of your website. For example, you can track your website’s traffic, conversion rate, bounce rate, and more. You can also use Google Search Console to see how your website is performing in the SERPs and to get insights into any potential SEO issues.

Additionally, you should stay up-to-date with the latest SEO trends, implementing those that will strengthen your strategy. Regularly reviewing your existing strategy and updating it will ensure that your website has the best chance of ranking well.

The higher your website ranks on search engines, the better. This much is obvious. What’s not obvious is how to make your website rank higher. The secret to SEO is much more complex than just using keywords to attract visitors.

The secret to SEO is that a comprehensive long-term SEO strategy is needed — and these five tips are crucial to making sure you address a number of SEO ranking factors that Google looks for.

17 SEO Myths
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best times to post on social media

When Are the Best Times to Post On Social Media?

There are currently more than 5.02 billion people using social media. In 2025, that number is expected to grow to around 6.07 billion. Additionally, those people spend an average of 145 minutes a day using social media. If these numbers tell you anything, it’s that your business has to use social media as a way to reach and expand your target audience. Most businesses have some kind of social media presence at this point; however, to successfully grow and optimize your social media, you need to remain active by regularly posting to your social pages. The thing is, to reach as big of an audience as possible, you need to know the best times to post on social media.

The Importance Of Social Media Engagement and The Best Times To Post

When you post to social media is important because it directly affects the level of engagement you’ll receive. Although you may have numerous social media marketing goals, increasing engagement is arguably the most crucial. Engaging your followers is what’s going to keep them interested in your brand. Engaged followers will be more likely to share your content, visit your website, and, eventually, convert. If the content you’re posting isn’t relevant, it won’t be engaging. Additionally, if your followers simply miss your posts, you miss your chance of engaging them.

Social Media Campaigns for Attracting Prospects and Generating Leads

Knowing When To Post To Social Media

When you post content to your social pages, you’ll want to make sure it’s seen by as many people as possible. If you post content at a time when none of your target audience is online, it won’t do very well. Timing is everything. There are a number of factors to take into consideration when figuring out when to schedule your posts.

First, different social media channels have different user bases. People may be more active at night on one platform than they are on another. Second, you need to know your target audience. Different demographics tend to use social media at different times of the day. With this in mind, the following is a general breakdown of when to post on various social media platforms:

  1. Facebook

    Many people will check Facebook towards the end of their workdays as they wind down and get ready to stop working. As such, posting between 3 PM and 4 PM will often result in a lot of exposure. You’ll likely reach that same audience between 1 PM and 4 PM at the end of the workweek as well, on Thursdays and Fridays. However, typically speaking, users are less active before 2 PM.
    best times to post on social media

  2. Twitter

    Like Facebook, Twitter gets the most engagement during regular work hours. It’s especially active from 12 PM to 1 PM and during commuting times. Basically, people check Twitter when they have some free time available away from home. Twitter posts see less engagement outside of working hours, especially in the evenings and on weekends.

  3. Instagram

    Instagram does have a younger audience than Twitter and Facebook. As such, you’ll get much more engagement in the evenings from 7 PM to 9 PM. Midday (11 AM to 1 PM) is also a good time to post to Twitter. Instagram engagement also tends to spike on Wednesdays. However, like Facebook and Twitter, Instagram posts see less engagement on the weekends.

  4. LinkedIn

    Because LinkedIn is a professional social platform, posts tend to do best during work hours. There tends to be a significant drop-off in activity after 5 PM. Posts due best on LinkedIn when published between Tuesday and Friday. People often stay away from LinkedIn on weekends and are too busy on Mondays to engage on LinkedIn substantially.

linkedin

Schedule Your Posts Appropriately To Improve Engagement

Use this general breakdown to get an idea of when the best times are to post to social media. Just keep in mind that your specific audience plays a big part in when you should post. For instance, older audiences are less likely to engage on social media late at night, while younger audiences are.

social media marketing