Five Inbound Marketing Resources Every Marketer Should Know

Inbound Marketing Works. Politics Proves It.

August 17, 2017/in Articles, Directors, Inbound Marketing /by Mark Beebe

We can all agree that politics in America right now is messy. To be honest it’s beyond messy. That’s no secret. So I won’t be writing about how divided we are today, rather, I’m going to be discussing how inbound marketing benefits organizations that operate in the political realm.

So what does inbound marketing have to do with politics?

Absolutely everything.

Think about where most people get their news from today. Is it the “failing” New York Times? What about CNN? Fox News? No, the answer is social media: Facebook, Twitter, etc. For traditional news organizations, this is devastating. But for inbound marketing news websites? It’s a cash cow.

What’s inbound marketing news? We’ll get to that. First I want to talk about how social media works. I’ll keep it brief because I’m sure you already know. Social media tracks your interests through likes, shares, and retweets. Based on your interests, the social media service you’re using is more likely to put content in front of you that you will react to. It’s human nature to want to see the things you like.

Considering The Source

Okay, back to news. News isn’t supposed to be all good or all bad. News is, or rather should be, a collection of facts that are communicated to its audience regardless of their feelings and personal opinions. Good things happen, and bad things happen. Your favorite politician may betray you with certain legislation, or maybe someone you detest says something you agree with. These are hard realities to grapple with for anyone. But social media doesn’t want to give you difficult feelings to grapple with; it wants to make you happy. Always happy.

[Read About Creating A Brand To Become President]

So is Facebook going to let you see a CNN article about how the president isn’t living up to his promises to you? Of course not. But what if a website were to take the same information and deliver it in a way that makes you happy? That’s what inbound marketing news is. These websites make their fortunes by taking anything that happens in the world and delivering it in a nice, easy to digest fluff piece that puts its audience’s mind at ease.

Now, I’m not making a political statement with this article. I’m pointing out how inbound marketing works and I want to use the best example. For that reason I am going to focus on conservative media. Head on over to the “Being Conservative” Facebook page.

The Echo Chamber

First of all, this is one of the most followed political pages on Facebook right now with almost 3 million followers at the time this article is being written. Take a look at all the posts on this page. They are ALL from The DailyWire.com. Almost 3 million followers seeing multiple posts every single day from a single news source translates into an astounding amount of views for that website. This fact isn’t lost on advertisers who pay to have their products and companies advertised on the website. This alone generates an impressive amount of income for the website. The fact that The DailyWire also charges to remove ads creates another revenue stream for the company.

Once visitors click on a headline and are brought to the website they are shown other articles that may interest them based on the tags and keywords in the original article. While exploring The DailyWire, visitors increase the website’s SEO ranking and credibility with Google, meaning DailyWire articles are more likely to appear in search results. Now that The DailyWire has millions of daily visitors they can generate money by publishing books, scheduling speaking events, and a number of other things, all of which helps their SEO and Facebook following grow.

This level of online engagement should be the envy of every business owner hoping to grow their company. Think about this; in a time where print media and local newspapers are struggling to survive, The DailyWire has been growing steadily since its founding in 2015. Without inbound marketing benefits continuing to improve the company’s marketing efforts the website would probably find itself struggling to stay online. But with new and relevant content, active engagement on social media, and the support of millions of viewers, The DailyWire will most likely continue to defy the odds and succeed in today’s digital economy.

Benefits of SEO: How Optimizing Your Website Will Lead To Greater Results in 2017

January 25, 2017/in Articles, Attraction Marketing, Directors, Inbound Marketing, News & Insights, SEO /by Nicole Wagner

By now, most marketers recognize that SEO is an important part of doing business online. To put it simply, if your website isn’t properly optimized, you are missing out. There are many reasons why you should start an SEO program if you haven’t already. SEO is a part of attraction marketing. Here are six of the top benefits of SEO.

More Website Traffic

Top positions in the search engines result pages lead to a lot more clicks, so ranking near the top can significantly increase the traffic coming to your website. According to research from Advanced Web Ranking, the top search result gets 30.1 percent of the clicks and over 50 percent of the clicks go to the top three results. Read more

How Can You Delight Your Customers?

August 3, 2016/in Articles, Inbound Marketing /by Nicole Wagner

How do big-name brands like Coca-Cola and Disney retain their customers after their first sales interaction? They continuously delight their customers with their products and services, and aa a result, develop a strong relationship with those customers.

So what does it mean to “delight” consumers? The “delight” phase of the Inbound Marketing Methodology is all about pleasing your customers so that they benefit from your company and remain a customer and promoters of your brand. Read on to find out how you can delight your customers:

A Thank You Page Isn’t An End, But A Continuation

July 22, 2016/in Articles, Directors, Inbound Marketing /by Nicole Wagner

A thank you page is where a website visitor is directed after downloading a content offer. The function of a thank you page (of course) is to thank that visitor for downloading the content from your landing page, but also to help them move through the Buyer’s Journey.

A thank you page shouldn’t just say “thanks for coming.” Saying thank you is important to be courteous and trustworthy, but you can use thank you pages to your advantage and lead visitors to discover more about your company. Here are some important practices to help make sure your thank you pages are as effective as possible.

The Benefits Of Marketing Automation For Senior Living Communities

September 18, 2015/in Articles, Directors, Inbound Marketing, Senior Living Marketing /by Nicole Wagner

Seniors today are more tech-savvy than ever before. A recent Nielson report shows that the number of adults 65 years old or older actively using the Internet has increased by more than 55 percent in the last five years. Furthermore, adult children continue to play an important role in finding quality elder care for their parents. This means that it is vital for your senior community to maintain a strong web presence, and vital for your company to reap the benefits of marketing automation, as a part of senior living marketing.

When searching for a community online, seniors and their children both expect timely responses to their questions and content that addresses their specific needs. Marketing automation helps enable senior living organizations to engage leads with relevant content, track and score each lead’s behaviour and deliver better quality leads.

What is Marketing Automation?

Marketing Automation is a tool that informs, interacts and nurtures leads as they move through the sales funnel. It is a process that manages a community’s interaction with its prospects by providing them with the right information at the right time in the buying process. By targeting content, marketing automation informs, entertains, socializes and earns the prospect’s business.

Prospects define the path through their modes of interaction, targeted search, website visits, by downloading brochures or requesting a tour of your community.

How does it work?

MA tools start with the premise of managing all levels of leads and then apply business rules, analytics, segmentation and scientific data to manage prospects in your sales funnel.

Here is an example of what a basic automated email workflow could look like:

Step 1: Email Invite

You send an email invitation to download your latest community brochure to a targeted list of contacts

Step 2: Thank You Note

You send a thank you note to all the people that downloaded the brochure.

Step 3: Follow Up Email

A few days later, you send a follow-up email to the list of people who downloaded the brochure, offering them more detailed floor plans, amenity lists and information about your community.

Step 4: Notification

Finally, when someone reads that information, your sales team will get a notification so they can follow up with them (this person is now much more qualified and is likely farther down the buying process)

Learn more about the Benefits Of Inbound Marketing

Now, put yourself in your prospect’s shoes for a moment. If this was you, receiving information from a senior community about their services and amenities, wouldn’t you prefer to get emails like the ones above over blasts you can tell they’re sending to hundreds of other people? It feels personalized like it is tailored to you and addresses your individual medical needs. This makes you much more likely to trust that community and ultimately schedule a tour.

This is the foundation of marketing automation. To provide you, as a marketer, with the ability to target your contacts and send them content that is based on their behaviour. You’re giving them the information they need when they want it. You’re easing their buying decision. And as a result, your conversion rates will increase and vacancies will decrease.