This week Square 2 Marketing's chief inbound scientist Mike Lieberman had a cracking rant about the state of marketing in the modern era. It's well worth a read. Although we've had a great week, securing a government contract and starting conversations with some great businesses, I'm 100% behind Mike, people's expectations are messed up, and that's putting it politely.
Red Evolution Opinions & Musings
Conversations with prospective clients often turn to the subject of costs. More than anything else people want to know, understandably, what creating a predictable, scalable and reliable lead generation website is going to cost. This is fine and for many, the costs are in line with expectations. However, for some the costs are surprising, but perhaps they shouldn't be and here's why.
Does your website help people who are not quite ready to buy or simply show them the door if they don't have their wallet to hand? The way people buy today has changed: buyers want to get informed and if you're not informing them, someone else is. But does this matter?
Inbound Marketing is all about attracting visitors to your website, engaging with them and converting them into leads. To do this you need to provide valuable content that gets noticed when people are looking for it, and makes potential customers trust you enough to want to do business with you.
As I write this on the 3rd January 2017 the New Year is here, the Christmas festivities are a fading memory and that "thing" you never quite got round to last year, well it's still a thing and it still needs doing. I'm referring, of course, to addressing your poorly performing website and the fact it does nothing for your business.
Web based lead generation is a confusing subject for many, but in this plain English, bite-sized article, we'll pare it right down to THREE simple activities. If you follow these three steps, to the letter, you'll generate enquiries from your website, guaranteed.
We use and create lots of web based software solutions. Sometimes it's something as simple as our lead generation calculator, sometimes it's a lot more complex. We also work with our clients to develop web-based applications to help them achieve a business goal such as giving their customers access to data. If you're not sure what a web application is, think of your on-line banking, that's a web app. Right now we've got several web applications in development.
There are usually two choices when it comes to software development, custom or off the shelf, and this short article considers the merits and costs of each.
The enquiries we get on a daily basis thanks to our targeted lead generation activities fall into one of a few categories, the most common being denial, borderlining on anger. The anger is about the lack of search engine rankings and traffic being generated and it usually goes something like this.
A recent enquiry we received via our website went something like this, "If you get me leads I'll be able to pay you to get me leads". In other words, they had a website that didn't do any effective lead generation, it didn't generate enquiries.
No rankings in Google™, no traffic, no enquiries, no leads. This, in turn, meant they had no money to invest in search engine optimisation (SEO) and Inbound Marketing, activity that brings customers to you instead of you going to them. If this sounds familiar, then you're almost certainly not ready to hire an agency to help you.
According to the HubSpot State of Inbound Report 2016, the top marketing challenge is generating traffic and leads, with 65% of companies putting this challenge well above other common issues like securing budget, managing websites and hiring talent.
When I was a kid and the ice cream van came round it was a treat. When the vendor squirted the soft ice cream into the cone and asked if me if I wanted crushed nuts, it made me laugh. Life was simple then and silly things amused me, they still do.
Inbound Marketing or Lead Generation Agencies specialise in helping businesses generate revenue from their websites. However, hiring a lead generation agency isn't for everyone. In much the same way as some businesses like to build their own websites, something that seldom goes well, so it goes when it comes to making that website work for the business.
If you'd prefer to build your own team here's an overview of the skills you're going to need to stand a chance of success.
A recent post in a business forum asked the question "How can I make my blog popular?". This got me thinking about creating something that answers the seemingly simple question, what is the purpose of a blog and how to blog effectively.
But the thing is, from a standing start you are (generally speaking) six to nine months from the results that will lead to inbound marketing success, and that only changes when you commit to doing it. As long as you prevaricate and ponder you'll remain six to nine months out. Trust me, I've got medals for this.
Here in the UK, there are many businesses who have embraced inbound marketing. However, it's fair to say there's still a lot of skepticism, and it's easy to understand why. Embarking on an exercise of web-based lead generation requires a big effort and a fresh approach to finding new customers. It's also true that inbound isn't a quick fix if your sales pipeline has dried up, it takes time.
All that said, if you do take the time to create a solid strategy and implement it, inbound will deliver. You see for all it's "newness" in essence inbound gives something valuable to your customers, giving you the opportunity to get value or revenue back.