BlogDigital Marketing / Inbound Marketing

7 Inbound Marketing Tactics For Educational Institutions To Drive Growth

By Anushree Bose
November 1, 2017

The world of marketing is ever-changing, with every industry imaginable adopting faster, sleeker and overall more effective marketing methods. In this regard, the education industry is no different. With so much information available to the potential students, it is easy to get lost in this deafening noise. A higher educational institution generates a lot of content inherently by nature, but most of the marketing strategies adopted by higher educational marketers are not able to nurture the streams of this content efficiently, and hence are not able to achieve their goal of increasing the overall volume of lead generation throughout thegv admission season. Inbound marketing enables you to share your message in an easy and engaging way. It enables you to deliver the right message to the right people at the right time, and on the right channel. Here are seven inbound marketing tactics which would enable you to kickstart your inbound marketing strategy and get the most out of it :

#1. Big Data and Research

To truly succeed and give direction to your marketing strategy, it is very important for you to assess how much you actually know about your prospective students. More often than not, there is a wealth of information gathered from various online channels, which marketers don’t nurture and neglect. Gathering and analyzing this information should be the first step to gain a better understanding of your audience. Identifying and analyzing big data not only help you understand your prospective students but also helps these students learn more about you as a university. There are various sources through which big data can be generated. Tools such as online forms, surveys, focus groups, interviews, etc. can be used to gain insights about valuable information, such as what made your current students and your alumni choose your university to begin with. You can leverage this knowledge to create a content strategy that can attract future students.

#2. Web Analytics

Your website is one of the most valuable resources which your prospective students and parents can use to research about your institution and its programs. Hence, it becomes extremely crucial for you to earn attention online through quality content, that can help you attract your prospective students. There are many tools – free as well as paid, which help you perform data analysis with relative ease and efficiency. Some of the most popular tools are Google Tag Manager, Universal Analytics and HubSpot.

#3. Online Paid Advertisements

The greatest virtue of online paid advertising for inbound marketers is that it allows them to segment their audience according to their buyer persona. This enables them to deliver the right content to the right person at the right time. This is one of the major drawbacks of traditional marketing methods, which does not facilitate such precise targeting of audiences.

#4. Search Engine Optimization (SEO)

SEO has grown and developed into a full-fledged profession today, which has become an inevitable function for every online entity. Concerning educational institutions, the attitude of your prospective students and their parents is changing, with the majority of them turning up online to find answers to their questions and research about the most suitable school or college. SEO is an ever-changing process, with new updates coming frequently. However, it is always centred around the searcher’s needs. It is important for you to know your prospects, research about them and give purpose to your content by centring them around the relevant keywords that would answer their queries and draw them to your site. By making your site visible to your target audience, you are likely to receive traffic which is more likely to convert.

#5. Content Strategy

All the efforts discussed so far would be worthless, if you don’t have a well-planned content strategy in place. A good content strategy is what keeps your business running, by helping you organise all the inbound marketing bits and pieces in a way that makes sense to your audience. It is your final masterstroke which would enable you to convert your website visitors into leads, and eventually into applicants. The structure of a great content strategy includes an outline of the list of topics that your audience wants to read, the tone and voice of your content and the format in which your audience would prefer consuming it. Your educational institution’s online content is a great way to tell its stories and is what sets you apart from the cutthroat competition. It is a great medium for you to build an emotional connection with your prospects and also show your worth as an institution, giving reasons why it is the best fit for them.

#6. Social Media

Social media has evolved in the past decade, with its usage not being restricted just to sharing photos and posting updates. It has also become one of the most powerful tools for businesses worldwide to run advertisement campaigns for various purposes, participate in discussions on various forums or among customer groups, create and update their brand’s page, and much more. To optimize your social media strategy, the first thing you must do is research about which channels your prospects prefer to use. You can use social media channels to share your content, reach a new audience, and keep your current students engaged.

#7. Video Engagement

Video has become one of the most popular trends among marketers. And with Youtube being one of the web’s most popular search channels, this trend is not going to fade anytime soon. Hence, video storytelling is a platform your institution shouldn’t overlook. There are plenty of reasons why having video content is a must-have for your institution. It enables you to convey your message to your audience in a visually appealing manner, which would not have been so effective through other mediums. Apart from that, videos also add a humane touch to your content and build emotions, enabling you to connect with your viewers on a more personal level. These are the seven best inbound marketing tactics which will help you get started with your inbound marketing strategy. You need to decide which of these strategies and tools will enable you to market your content to your audience in an effective manner. Need any help to increase student enrollments with Inbound marketing? Please get in touch

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6 Must-Follow Inbound Marketing Leaders

By Pawan Kumar
October 31, 2017

When they said change is a constant, they must have been referring to the ever-evolving universe of B2B Inbound Marketing. In the world of digital marketing, knowledge is what matters and what truly accords power. You need to think on your feet and keep up with the fast-paced changes and trends that keep altering the marketing scenario almost every day. Emerging technologies need to be tracked and catered to if you want to keep abreast of all the transformations happening in this landscape. According to a recent study, 88% of the world’s Inbound Marketing thought leaders can be found on Twitter. So, following social media channels to know just a bit more wouldn’t exactly be a bad proposition. But more than that, you can’t just follow anybody to gain a competitive edge. You need to know who’s the cream of the crop, AKA an Inbound Marketing Leader. Just don’t blindly follow anyone who claims to know it all. There are overtly successful entrepreneurs, and then there are zillions of people who claim to know social media strategies. There are writers, and there are specialists who have a perspective that’s completely unheard of. As marketers, you need help from all these industry experts and content marketing leaders to keep up with the changing times. These leaders can also help you make sense of it all – the jargon, the positives as well the pitfalls. Are you confused? Just read on, and you’ll know who to follow and how to improve your digital marketing services. We present to you six of the Inbound Marketing gurus we think make the cut. Maybe paying attention to these will take you where you want to be sooner rather than later.

Simon Sinek, @simonsinek

When he talks, 21 million people listen! Wildly famous for his discovery of the golden circle, he has also given an all new meaning to “Why”. He inspires leaders to motivate their teams, and has been described as a visionary thinker. If you want to know “Why” for yourself, and motivate your employees by helping them build a formidable team that performs cohesively and delivers quality, Simon is the one you’re looking for.

Andy Crestodina

The co-founder of Orbit Media Studios, Andy revels in web design and content marketing. His Twitter posts are toasted by all who need help with the ever-changing demands of digital marketing. Unique and without any unnecessary clutter, his posts have vital information and details about how you can succeed online. Andy is also an environmentalist who is completely devoted to the cause. He’s also a well-known figure at marketing conferences where he speaks his heart out and floors many.

Rand Fishkin, @randfish

The co-founder of SEOMoz, Rand has helped his company become one of the most well-known SEO service providers in today’s day and age. The initial success and acceptance from industry stalwarts led Fishkin to rename SEOmoz to Moz after turning it into a fully-fledged company. His unfettered passion shows in his writing, and the blogs that bear his name have become gospel for marketers who wish to remain competitive and maintain a growing mindset. His Whiteboard Friday series provides pearls of wisdom to a large spectrum of the audience. Moz is a name to reckon with for businesses who require online marketing tools. However, while Rand is no longer the CEO of Moz, he still remains a cult figure in the industry who shares a lot of information on his social media channels that benefit a huge populace.

Ann Handley, @MarketingProfs

The author of the best-selling book ‘Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content’ has what it takes to completely wow audiences – irrespective of their age. One of the top 20 women bloggers as named by ForbesWoman, Ann was given the distinguished title as one of the most influential women in social media. Handley’s professional approach to content marketing has given the world some very engrossing and engaging content. The Chief Content Officer for MarketingProfs, Ann is not only a LinkedIn influencer but also a speaker par excellence.

Avinash Kaushik

A bestselling author, a keynote speaker, an expert in his field, Avinash has a resume that can impress the most accomplished people. Google’s own Digital Marketing Evangelist, Kaushik is also the co-founder of Market Motive Inc. He wants to simplify complex things when it comes to data analytics. He writes well, and writes to the point. His succinct writing has provided a lot of advice to his followers. His renowned blogs carry some wonderful and revelatory posts.

Seth Godin, @ThisIsSethsBlog

Not someone who would kill to get a massive following, Godin is the author of one of the most revered and adored marketing blogs. Having written 18 best-selling books, Seth chooses to be found out virally. He is also the founder of Yoyodyne and Squidoo. If you wish to make a mark as an entrepreneur, Godin is someone you can’t afford to miss. He loves to provide his opinions about marketing, entrepreneurship and leadership. Apart from the top 6 marketing leaders we just shared with you, here’s a list of various sources you could use for your content curation needs.

1. Business2Community (B2C)

One of the most reliable and topmost sources for content curation needs, B2C caters to a plethora of marketing-related topics.

2. Inbound.org

The brainchild of Rand Fishkin of Moz and Dharmesh Shah from HubSpot, Inbound.org has some stringent rules and procedures in place that lets users submit nothing but the best content pieces they come across.

3. HubSpot's Inbound Internet Marketing Blog

Truly the main authority when it comes to Inbound Marketing, HubSpot offers great content for free. A lot of marketers use the pieces that are available to make the most of digital marketing.

4. Social Media Examiner

At the forefront ever since the beginning of digital marketing, Social Media Examiner is a rich source of case studies, subject matter expert interviews, how-to modules and much more.

5. Social Media Today

From housing a collection of various authors who contribute to the topic, as well as writers who know much more than others about the field, Social Media Today is a wonderful place to know what’s trending and what’s faded away.

6. The Content Marketeer

A driving force in the content marketing space, The Content Marketeer is following and reporting all the content related to the digital marketing revolution. It talks about various aspects and fabulously reports about the people out there in the field.

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Top Challenges SaaS Companies Face in Lead Nurturing

By Rajesh Jhamb
October 30, 2017

Let’s assume a situation – you’re pleased as punch that a lot of people have signed up on the landing page of your SaaS product. Now what? It’s time to wake up and smell the coffee – you still have to achieve a more unnerving job. You still need to nurture these leads and convert them into customers who are ready to part with their money. According to a study that was undertaken recently, 40-60% of users who have willingly and happily signed up for your product don’t even become loyal customers or even revisit your landing page. Even after putting in your heart and soul into this, there are still quite a few challenges faced while attempting lead nurturing with a SaaS marketing strategy. Some of them are mentioned below.

1. What should the lead nurturing timeframes be?

Is there any time that can be called right, per se? Chasing after a lead who has left you a long time ago can be quite unfavourable. So, should you just give up? There are no definite answers when it comes to choosing the right timeframe, but you can look at your customer’s buying cycle and decide wisely based that data. You need to look carefully at how long it takes for your leads to get converted into customers. Your lead nurturing campaign will need to be looked at again, once you have all the answers. Your messaging and timing would ultimately be dependent on your prospect’s stage.

2. Know how often to contact leads

What should the frequency of your emails be? How many times can you flood their inbox? Most businesses lean towards sending more offers and educational emails at the top of the funnel. (TOFU). It is at this stage that the lead does not find the emails cumbersome or intruding. This will work especially well if the content is engaging and unique.

3. What should the focus be on - Quality or Quantity?

Looking at the prevailing scenario, we can confidently say that there are two ways to come up with a content strategy for SaaS. The first way is to create a massive amount of content that caters to a lot of questions which are asked frequently and repeatedly. Generic content can be curated to take care of these queries. This helps in tackling the traffic issue, as it manages to pull a lot of visitors to the site. But at the same time, this does not guarantee that leads turn into customers. The second option is to aim at creating valuable and unique content for the visitor, which will obviously take more time and effort. So, given your inclination, size of the organization and the time available, you will need to decide between the two choices. Limited content might pose a few challenges, but in the long run it helps with finding quality leads that can be nurtured as well.

4. Paid or unpaid social networks don’t guarantee customers

Your audiences can possibly love what you present to them as your social campaigns. But this doesn’t mean that you will definitely be able to garner workable leads from there. Your total number of followers will determine your organic growth, which is quite a tiresome process. Smaller companies may face the inevitable hardships when it comes to generating followers as well. All in all, it will remain a slow process and there isn’t much that can be done to speed it up. At the same time, paid channels can help you with greater reach if the quality of the content is appreciated by your target audience. But that said, this too is not exactly an effective lead-generating campaign.

5. Developing workflows on the basis of content

How do you decide what content needs to be placed at precisely what place? You need to know what is classified as Top of the Funnel (TOFU) content, and what goes into the Middle of the Funnel (MOFU). Designing the workflow on the basis of content might not be as easy as it seems, because any updated content piece or offer could throw the whole strategy out of gear.

6. Taking into account and managing sales

If your workflows are not working as per your expectations, then it’s recommended that you consider the tried-and-tested sales process and go back to it to nurture leads. But – more often than not – the pitching of the product (which is undertaken by the sales team) kills any remaining possibility of lead nurturing, and you stand to lose the prospects you were banking on.

7. What needs to be done to get back the ones who have left?

When do you think would be an opportune moment to revisit a prospect who doesn’t seem interested anymore? Maybe a strategy that will help you get in touch with them could be devised, rather than just relying on salespeople to do the job. Dropping an email or something similar can help as well.

8. Don’t fail to follow up

Once you know who’s interested in your product and who’s not, make sure to not ignore the ones who have shown any sort of interest. Basically, don’t leave them high and dry. Get in touch with these people and establish contact as soon as you can manage to do so. Maybe they do not want your product right away, but mindsets and situations can change later on. Follow up and remind them that they had shown interest in your product. Reports have shown that following up on leads within an hour or so have improved the chances of conversion by over 7 times.

9. Customer referrals can only help a bit

Though it is a fantastic way to acquire new customers, customer referrals is not a method to rely on. It is not a scalable method, and you constantly need to push your existing customers little by little. Even with conversion rates of around 60-70%, referrals do not guarantee loyal customers.

10. Marketing based on triggers

Cash in on opportunities when they present themselves in the form of behavioral triggers. You can positively impact sales if you get in touch with a lead within a short span of time after he/she has checked out your product. You might not be able to close a sale, but it certainly doesn’t hurt to try.

11. You need to track and monitor the lead nurturing results

You’ve left no stone unturned to attract and nurture prospects. So, don’t adopt a laidback now of all times. It is quite easy to keep introducing new lead generation campaigns, but you need to know how you have fared in the earlier ones. This will assist you in the knowledge of what the best practices are, which also entails what has worked for you and what hasn’t.

12. Analyze and optimize using the results that lie before you

Monitoring lead volume in the sales pipeline, analyzing increased revenues, and carefully looking at email click-through rates will help you decide the next step in your lead-generation process. This will provide you with an answer to the following questions – what emails need to be worked upon, which ones fared really well and which ones did not make a difference at all. Taking a critical look at your past performance can also help you determine a lot of other things, such as the frequency for sharing content and the timeframe that you should consider to get the best results. To wrap it up, we can safely say that lead nurturing is a not an easy task in the slightest for a SaaS Company, and however hard you try, you can never have all the answers. But at the same time, with some amount of experimenting and the analysis of quality and reliable data, lead nurturing campaigns can provide you with larger revenues and profits without burning a sizeable hole in your pocket. >>Hubspot is one of the Essential tools for SaaS Companies. Know more about Hubspot.

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How to Leverage Big Data for Your Inbound Marketing Strategy

By Team #ARM Worldwide
October 29, 2017

You obviously know what is big data if you have not been living under a rock. In today’s day and age, big data is the one thing, the most important aspect that impacts inbound marketing like none other. The implications of big data and the way it is transforming the marketing scenario is for all to see. Data is one of the main forces that drives every inbound marketing initiative you execute. You need to look at the data available to create a flourishing business model and convert an inbound marketing campaign into a lead generating machine. Collating and culling out data because everyone else is doing it will not make any difference. You need to put this data to work so that you can make your inbound marketing strategies more efficient. Analyzing and implementing the data at hand is what will help you become more efficient and competitive. It will add to the prospects of attracting customers, converting leads and closing sales apart from delighting loyal supporters.

How can big data be utilized?

It can be used in a plethora of ways. From pointing out the shopping behaviour of customers to their demographics, big data can be used for inbound marketing services in many ways. Not just that, big data will also highlight your follies – from incompetence in your workflow to inefficient business processes, it can tell you just about everything. Inbound marketing companies are using big data to:

Recognize trends in shopping, so that top-selling products and services can be highlighted and the products that are either underperforming or not performing at all can be rejected.
Know demographic trends, so inbound marketing services can cater to the target audience based on age groups, income brackets and locations.
Find out what advertisements are faring well and which ones can be removed to avoid wastage of resources.
Divide user data to come up with customized inbound marketing campaigns that cater to a particular group of shoppers.

How can inbound marketing services be improved with big data?

The importance of big data can’t be undermined. It has unquestionably become imperative for your marketing strategy. All you need to do is understand and use it well to increase sales.

You get to know your target audience

Analyzing the data available can be of immense help in knowing and understanding your target group. With data on ages, geographies and income groups, you can make concentrated efforts for those specific markets. These factors can also lend themselves to comprehending sales, the influence of social media, ease of shopping online and much more.

Your readers can benefit from your pearls of wisdom

Your findings will benefit your readers/users because they could use it further and apply the data findings themselves. This leads you to become an authority in that field, and you know what’s going on in and around that area. This also showcases you in a highly positive light, because when your readers need an insight, they link it to you.

You can easily drive business efficiencies

With lesser efforts than yesteryears, businesses today can come up with a much better quality of work. This is all thanks to the insights that can be converted to opportunities. And these – in turn – can be streamlined into processes using the latest technologies that no longer require manual labor or multiple systems.

You can target new customers

Once you know and understand your buyer personas, it will become easier for you to appeal to prospective customers as well. With tools such as Facebook’s ad targeting platform, you can always get the right message across to your target audience, and acquire new customers in the process.

You understand the context that lies behind the content

Once you understand the way searches occur, or figure out the patterns of posts, you can pinpoint the issue your customers are facing. You also get to know who exactly can benefit from you. Every time you blog or post on social media, it will showcase your intent and define where you want to take your business.

The strategy for pricing can be devised

Inbound marketing tactics can’t be employed in a silo. Pricing is also an extremely important part of marketing. Big data can let you know what price tags work best. It will make no sense to direct innumerable leads to the website if the price is a put-off. Prices, when reasonable and competitive, can work really well, and with the correct usage of your data, you can identify various levels of pricing and know how it impacts your sales.

Monetization opportunities galore

Inbound marketing companies are taking advantage of opportunities that present themselves to monetize the data they garner from various sources. Programs like geo-targeting augment revenue models through alternative means.

You will be able to predict churn and loyalty

Specific strategies can be targeted towards the most loyal customers to keep them that way. Likewise, customer churn can be predicted and campaigns can be created to tackle just that aspect.

You can say what your users want to hear

Use big data to understand what the target group wants to hear and what it likes. Design your messaging around this. After all, your communication needs to resonate with the customers. If it fails to do so, then the marketing strategy is nothing but a complete failure. Once you know which advertisement has had the greatest impact on the users, then you will be able to create more ads around those interest areas.

New sources of revenue can be looked at

If you analyze big data for purchasing patterns and user behaviour, then you will be able to figure out opportunities for growth in areas other than the ones you operate in. According to newer demands of the market, you could create new products and services.

It’s the ultimate chance to cross-sell and upsell

Throughway of service requests, usage of products and other forms of communication, customers usually manage to say a lot and leave a history of interactions behind. These insights can be utilized to recommend products or services to the customers. It is a known fact that it is much more cost-effective to upsell to your existing clients than it is to acquire new customers, so why not?

What is the future of big data for inbound marketers

Inbound marketing is quickly becoming a discipline that uses all the marketing tactics such as pricing, positioning, product, messaging, and branding, apart from technical data. The coming years present a great opportunity (apart from a few hurdles that need to be overcome) to be able to leverage big data to the fullest. Business leaders, as well as their marketing counterparts, need to be educated so that one can be up to speed on available opportunities. They also need to be aware of the risks of using big data in inbound marketing. With the upcoming General Data Protection Regulation or GDPR 2018 in Europe, that is all about protection of privacy, compliance and internet laws, marketers could face a few challenges. New platforms and newer technologies could lead to a shortage of talent adept in those technologies. With artificial intelligence and cognitive computing now a part of our worlds, marketers will need to smarten up to apply human thought processes to machines.

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Reasons Why Education Institutes & Sectors Must Employ Inbound Marketing

The education industry is undergoing a major change, with most of the higher educational institutions and universities leaving their traditional marketing playbook and adopting niftier online marketing strategies. And, with a change in the pattern of how students and parents research and select their preferred educational institution, the challenge for…

By Pawan Kumar
October 24, 2017

What is Inbound Marketing?

Inbound marketing is a marketing strategy that involves the creation and distribution of relevant content for your audience, without having to pay hefty amounts for advertising. The principle of inbound marketing focuses on letting your prospects find your business and keeping them engaged by using channels such as blogs, infographics, social media, SEO, videos, whitepapers, etc. In other words, instead of cold-selling education courses, you produce and distribute content that people are looking for, and also provide some value to them by fulfilling their immediate needs. Adopting an inbound marketing strategy can enable educational institutions to go a few steps further in their marketing strategy, and meet all the marketing goals they have in mind. Here’s how inbound marketing strategies are effective for educational institutions: #1. Target and Nurture the Right Kind of Leads While you may be using marketing tools or resources to target and reach your target audience, your reach may be limited to a small number of clients, and a very specific pool of them to boot. This means that you would need to maximize every opportunity to gather those prospects, and it needs to be a consistent effort. By adopting the inbound methodology, you can use tactics such as building your content assets, participating in social media and other pull strategies which can draw interested students to your website, and thus widen your pool of prospects. And since inbound marketing is all about understanding the needs of your buyers and providing a solution to them, you can leverage this opportunity by creating customized content which is suitable to the specific needs of the buyer, and offer knowledgeable content which would add to their knowledge. #2. Opportunity to Nurture Your Leads by Educating them A major aspect of inbound marketing methodology for the education sector is to educate and make your prospects aware of the product or service which you have to offer, and how it helps them reach their end goals and ultimately add value to the lives. With an inbound marketing approach, you can capture those leads and nurture them at every stage of the sales funnel. This method is a lot more effective since you form tailor-made campaigns to create multiple conversion points and shorten the time between a prospective student’s first visit and their application submission. It would allow you to answer and foster interaction with your prospects about pertinent questions – from pricing and expected results, to what makes your education institute different. #3. Convert High-Quality Traffic Into Prospective Students Adopting an inbound marketing strategy would enable you to attract higher quality traffic to your website, convert them into prospective student applications, and then nurture them to take admissions. This is made possible due to a relationship based on information, advice and resources, which is instrumental in the lead generation process, and ultimately closing them for sales. #4. Exercise Relationship Building and Delighting Your Prospects Inbound marketing is all about delighting your customers – even after your customers have made their purchase – with the goal of turning them into the promoters of your brand. Building relationship with students beyond the course curriculum is every education institute’s primary goal, and inbound marketing provides a perfect solution to fit this requirement by throwing in a plethora of options for doing so. By adopting smart content strategies such as recycling cornerstone content, social outreach initiatives, etc., you can aim to foster a lifelong relationship with your students by constantly keeping them in the loop, thus gaining their trust and affinity.

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A Recap of Inbound ’17

By Ritesh Singh
October 23, 2017

INBOUND ’17 was a raving success, featuring renowned personalities from all walks of life. Headlining the event were Michelle Obama and John Cena, who provided their valuable insights into the world on inbound marketing. The event was attended by over 21,000 marketing and sales professionals from more than 100 countries, making it one of the biggest social events when it comes to inbound marketing. INBOUND ’17 provided event-goers with new insights into the world of inbound marketing and enabled a large number of people to make valuable connections with other evolving businesses regarding the overall importance of inbound marketing. Perhaps the biggest attraction of INBOUND ’17 had to be the wealth of keynote speakers that had attended the event to share their takeaways from the world of inbound marketing. Here’s a detailed look at each keynote speaker and their talking points from the event:

Brian Halligan and Dharmesh Shah:

One of the biggest propagators of inbound marketing is HubSpot, and Brian Halligan and Dharmesh Shah opened the show with an absolute bang.

https://twitter.com/INBOUND/status/912744736561221634 Being the co-founders of HubSpot meant that they had a ton of useful insights to share around inbound marketing, including tips on how to scale your business and to utilize effective strategies to get the most out of inbound marketing.

Piera Gelardi:

Being the co-founder and executive creative director of Refinery29, it’s evident that Piera Gelardi is a valuable source of gaining creative insights when it comes to the creation and promotion of media and content.

https://twitter.com/INBOUND/status/912676318336217088 This is exactly what she provided at INBOUND ’17, and those who were lucky enough to attend the event received a bunch of essential insights that will be critical when it comes to promoting their business.

Brené Brown:

An American scholar, author, and public speaker, who is currently a research professor at the University of Houston Graduate College of Social Work, Casandra Brené Brown was one of the most prominent intellectuals present at the event, whose intelligence was visible during her keynote session at INBOUND ’17.

https://twitter.com/INBOUND/status/912449699126349824 Event goers received a ton of valuable intellectual advice on how to practice effective marketing techniques, making Brené Brown’s speech one of the most engaging keynote sessions of the event.

John Cena:

One of the noted celebrity speakers present at the event, John Cena’s immense charisma was simply overflowing at the event when he addressed the people present at INBOUND ’17. Gaining a fresh perspective when it comes to something like inbound marketing is imperative, and during the event, John Cena provided exactly that during his keynote session.

https://twitter.com/INBOUND/status/913471995018465281 John spoke about how being a professional not only requires you to have the proper knowledge of your responsibilities but also how identifying the purpose of the brand/organization is vital to play up.

Michelle Obama:

Speaking of celebrity speakers, one simply cannot forget to mention the exciting keynote session of Michelle Obama at the event. The former First Lady of the United States provided a ton of valuable insights when it came to the concept of inbound marketing, providing another new and fresh perspective when it came to this particular theory.

https://twitter.com/alisonleishman/status/913034124235034625 Michelle stressed on the fact that various events, jobs, and responsibilities teach you grace. An epitome of grace herself, Michelle further emphasized that no matter how difficult life, or for that matter a job gets, be graceful and not be afraid. INBOUND ’17 enjoyed rampant success as one of the most prominent inbound marketing events of the year, and those who attended the event came out with a new and fresh outlook on the world of inbound marketing. You May Also Be Interested In

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What Experts Are Saying About Digital Marketing

By Riya Arora
October 17, 2017

Recent technological development – along with social media – have transformed the consumer’s thinking process. The way they behave with brands has also undergone change as well. So, even though traditional means and methods are very much in vogue, modern-day marketers are upping the ante and learning the ropes of digital marketing strategies to get to know their customers better. The digital gurus who are high on big data and analytics are also extremely creative and masters in their respective fields of design and copywriting, photography and filmmaking. Some of the CEOs of top digital agencies came up with great answers when asked what is required to be on the top of the game.

#1. Professionalisation is what is happening

For a long period of time, organisations have hired other groups to perform digital marketing. Now, with consumers wanting to know a bit more – after all, they’re demanding authenticity as well as transparency – organisations have finally taken the plunge. The emergence of in-house marketing personnel has given birth to an all-new professional. This has – in turn – led to the inherent needs of training, certifying and backing the requirements of in-house digital marketing experts. As more and more digital marketing professionals get added to the workforce, businesses are quickly realising that there is a wide gap between skill levels. While some fare well in social media, others do a great job when it comes to research. In this scenario, certification courses add value and make a difference to the professional’s capabilities too.

#2. Time is of great essence

The ever-evolving digital world can overwhelm not just businesses but top notch marketers as well. There is a vast ocean of data and information available out there, and whether we like it or not we need it to stay afloat. But, apart from all the data analytics and consumption, we need to remind ourselves of one important facet which needs to be considered all the time, and that is time. To master the business and/or become a masterful digital marketer, the first thing you need to master is time. The way digital marketing is evolving, we need to understand that to manage everything from innovative technologies to changing trends, we need to focus our time and efforts on the most important revenue generators. Take time out and perfect the art of nurturing these generators without going astray. For the chosen revenue generators, put in your efforts into traffic channels which will bear fruit. They could be owned, paid as well as earned. This will help you garner awareness and exposure for your products or services which can then be converted to sales. See what works for you, and they don’t move away from it. Keep in mind that you shouldn’t try to do too many things at the same time. And most importantly, go ahead and build relationships, be true to yourself and form a renowned image throughout various social media platforms. You may think it’s frivolous, but your own branding is a must to build trust and get inbound leads. Your audience will find you credible and believable. When you manage to take time out for yourself, you will see that a lot of others are doing the same. While the inherent concepts of marketing will hardly ever get altered, it’s just the technologies and tools that shift. Think about it, give it time and don’t be intimidated or befuddled by them.

#3. Native commerce is the next big thing

Yes, this is about native commerce, not e-commerce. Just like the term native advertising native commerce also exists as well. Brands are concentrating their efforts to coerce a more direct response from their users, and native commerce is helping them with it. While practicing this type of commerce can be tough, you can serve customers best through this method. It attracts buyers of various genres through communities that are built and driven by content. So, if you’re into fashion and want to stay updated about all the latest trends, a business which is into native commerce will work towards building a content-rich community. And it would make perfect business sense to offer products that are in tandem with that community. So, if businesses have a community driven by content, where users or prospective buyers could ask questions rather than facing the hard sell that e-commerce generally does, you can get feedback that matters. It is predicted that in some years, you will stop just transacting and shop with other native commerce communities.

#4. Differentiate

Differentiation is the key in today’s cut-throat digital marketing scenario. You need to carve a niche for your business and differentiate your company from the competition. There are many evolving digital marketers that are generic, and might not last long in the rat race. Of course, there are some who would prefer to talk about past victories and not change with the times or adapt well, but they will also become obsolete in the near future. Digital marketing companies need to put in more effort and go that extra mile to remain competitive and make a mark in the industry. Agencies in the business should be questioning themselves, as they intend to go beyond the contract for their clients. They also need to introspect if they are bringing any extra value that their competitor is not offering. Apart from this, they need to know if their services are such that can be outsourced easily or even get replaced by machines or innovative software. If the answers to these questions don’t come quickly to you, then maybe you need to reconsider your stand in the industry – or maybe even look at doing things in a different manner.

#5. Customer-centric business is in

Digital marketers need to be in love with their customers, not themselves or the product that they’ve crafted with meticulous care. Businesses need to be defined on the basis of who is being served, and not what you offer to your target group. There is a serious difference between the two, and fully comprehending the difference is what will define whether you are a success or a failure. Apple became a giant of their particular industry solely because they stopped taking their computers seriously, and started serving a certain demographic. Most successful companies have a clear image of what their customer looks like. They go ahead and change their products and services if the existing ones do not meet the needs of their ideal customers. Those marketers who concentrate on just their products slowly move away from what their customers actually need. It is extremely important to be a customer-centric business and design products that your audience demands.

#6. Strategize

The most important element in the complex world of digital marketing is a strategy. Without it, how will you make sense of all the marketing activities undertaken and implemented by your brand? Strategy accords a framework for optimization as well as measurement of each and every activity. Just ask yourself: if a particular activity was not driving any ROI, would you still be doing it? A strategy that’s already set in place would be able to answer that. Marketing can be based on intuition, but it still needs the backing power of strategy to take it further ahead. It can’t just be driven by one’s gut or powered by technical and trendy buzzwords. Analytics, measurement, and statistics are all required metrics, and these come about only through the use of the right strategy. If you wish to grow in digital marketing, then you can’t shy away from analyzing the data that’s present before you. Quantitative marketing is here to stay, and strategy will drive this change.

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Reasons Digital Marketing is a Must for SAAS Business Growth

By Rajesh Jhamb
October 12, 2017

Every Software-as-a-Service (SaaS) company needs to take a strategic approach to digital marketing, even if it thinks it can do without it! Because – as we all know and can easily admit – growing any business is not an easy task and this is especially true for SaaS companies. Digital marketing helps SaaS companies find their feet with some of the most memorable marketing campaigns. These campaigns are capable of driving greater awareness, garnering new leads and increasing revenues. SaaS companies can easily take advantage of all the creativity and innovation that comes with an integrated approach towards digital marketing. And, with things constantly evolving and transforming at speeds not known before, marketers need to remember that just changing software delivery models will not work anymore. As marketers who want to make a difference, you need to delve into decisions that are driven by data when it is about your sales, marketing, and other operations. SaaS marketing is not a cakewalk because you have to look for various means to find as well as attract quality leads, and then try to close the sales apart from trying to increase the lead volume. And – to top it all off – this has to happen on minuscule budgets! So, we’ve compiled some metrics that could help SaaS companies enhance their revenues and performance too.

#1. The Digital Marketing Mantra for SaaS

Marketing should be able to improve awareness as well as attract customers, and also convert the prospective customers to the ones who actually pay.

#2. The recurring revenue per month

You can’t dilly-dally when it comes to your investments for a SaaS business – it has to be upfront. Your product needs to be ready, and the prospects need to be spent on before they decide to spend anything on you. What’s more, the customers do not pay up like they need to for any other normal software business. You’ll have to be ready to collect monthly subscriptions and also brace yourself to survive long enough on that itself, which is why it becomes imperative to regularly track your monthly recurring revenue.

#3. Unique visitors per month

This is the number of individuals who visit your website every month. If an individual visits the site many times, he/she will qualify as a unique visitor. While this particular measure might not lend itself to providing many in-depth insights, it still manages to let you know the impact of your marketing efforts. And, if your numbers happen to grow, it will be a great measure of the efficacy of your top-of-the-funnel marketing. But, at the same time, you need to remember to look at the average time spent on the site, repeat visits, comments, email subscriptions and more. These are metrics that can help you with both quality and quantity.

#4. The number of signups

There are many SaaS companies that offer free trials or other options such as self-service. But, then there are many other SaaS companies who do not offer any of these options. So, for these companies and the ones that offer just self-service, signups present themselves as one of the most important metrics. Whichever plan you’re offering, your marketing goals should aim towards driving signups, and there are myriad ways to augment signups. By presenting content that is both appealing as well as educational, traffic can be grown to your site.

#5. You need to look at the churn rate

If you can manage to retain customers for the long haul, you will know that you’re here to stick around. On the other hand, churn lets you know the number of people you’ve lost. If you consistently and continuously have a high churn, then you need to know what is wrong with your product. Talk to your customers and figure out where the problem lies. Get in touch with people who upped and left and ask them the reasons. Likewise, get in touch with the people who have around for long. Know what’s the reason behind that as well. It’s about time you knew what is working with your product, and what isn’t.

#6. Cost per acquisition will work well

Opting for the wrong marketing channels can bleed you dry. You can know what is working for you if you can track the cost per acquisition of campaigns. In case your spends on acquiring customers is much more than what you are receiving or will receive, you will have to relook your strategy. In case you can manage, you will need to know the cost per acquisition for individual marketing campaigns. This may be a tricky situation, but with the smart usage of customer analytics, you can get all the required data about the customer and know which campaign is bringing in the most profit.

There are many more reasons apart from the top 5 that have been listed above. Some of them are:

#a. Average Revenue Per Customer

Like the name suggests, it’s about the average revenue you get from your customers.

#b. Lifetime Value

This is fairly simple too, and can be estimated by combining the average revenue per customer and the churn rate.

#c. Product Qualified Leads

For businesses that offer free trials or freemiums, PQLs are the new MQLs (Marketing Qualified Lead). It aids SaaS businesses in pre-qualifying prospective customers based on their product usage.

#d. Qualified Lead Velocity Rate (LVR)

LVR lets you know how much you can achieve as future sales, based on the qualified leads.

#e. Viral Factor

Word-of-mouth marketing can do wonders. When your customers become your salespeople, you can grow exponentially.

#f. Cost per Customer

Knowing how much it will cost to acquire new customers, as well as identifying the right sales and marketing channels will help you beyond measure in SaaS.

#g. Create content that’s unique

Create e-books or white papers along with other microtools for informational keywords around your product. Use this tool/content to get email addresses or even social shares.

#h. Email drip campaign

Onboarding is crucial to a SaaS business, and an email campaign can work well in this aspect. It can be utilized to resell the value prop, re-educate and offer incentives.

#i. Integration with other products

Work with some other complimentary SaaS products. The marketing programs, as well as the web assets of the other products, could drive considerable traffic.

#j. Lead Nurturing

Take a shot at executing workflows for creating touchpoints a little differently. Use ideas such as expired trials, CTAs for "let’s stay in touch," and "are you happy/would you refer?" for customers.

#k. Meetups

Hosting meetups can help you to meet a lot of cool people in the tech industry who can come up with ideas that have not been tried earlier.

#l. Industry-relevant Referring Sites

Service provider directories can be extremely effective at lead generation for businesses of all sizes, but they work exceptionally well at generating revenue mostly from small business clients.

#m. Request a quote

Some people are just asking for a price quote from you. Give them what they desire, but in a manner that maximizes the value of your product or service.

#n. Influencer marketing

This can help you with engagement as well as in the generation of leads. Influencer marketing can also work well in increasing your conversion rates.

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7 Things You Need to Look for in an SEO Management Company

When you look at SEO practices for the first time, it can look intimidating and challenging. But, if you have the right SEO company helping you out, then it’s a walk in the park. Choosing a full-service search engine optimisation company is difficult; choosing a superb search engine optimisation company.…

By Pawan Kumar
October 11, 2017

When you look at SEO practices for the first time, it can look intimidating and challenging. But, if you have the right SEO company helping you out, then it’s a walk in the park. Choosing a full-service search engine optimisation company is difficult; choosing a superb search engine optimisation company. It can be difficult to find a company with whom you can work on something as important as your online image, but there are plenty of possibilities. Don't worry if you're not sure how to hire an SEO firm. Take a look at some key considerations that can assist you in making the best decision. #1. Be sure of what you want Do you have a to-do list? Or is it about a one-off assignment? Are you looking at ongoing SEO, link removal, an SEO audit, reputation management, link building, retargeting, PPC management, or any of the other services offered by SEO services companies? If you’re still wondering what is required, give it a think-over and come up with a list that needs to be taken care of. Is it sales growth that you aim to undertake next year, or do you wish to increase leads in the coming six months? Do you want to see your ranking increase, or do you want to feel satisfied that someone out there is doing SEO for you? Make sure you know what you want from your SEO management company. It will only help you determine your success once you associate with them. Have a goal in mind, and let the SEO company know about it. If you don’t know whether your SEO efforts will be successful or not, how will you manage to have a successful relationship with the SEO management company?

#2. Don’t make the job posting easy

You can figure out a lot about an SEO management company through your job posting itself, by setting up hurdles for the companies that apply. If they do not think about it too much and simply jump over them, then you know it is the best choice to pick the company up. This will also help you distinguish good applicants from bad ones without even poring over their resumes. Attention to detail is immensely important in SEO, and if this is compromised, then the results would be disastrous. Your Google traffic can be impacted by SEO which does not pay attention to detail. Coming to the applications, a careful review would go a long way in making the right choice. Typos, grammatical errors, or content goof-ups in the application would mean a lack of attention to detail in the very first step itself. This spells trouble, and taking the engagement further will not lead to acceptable results. You could also set up a problem-solution situation for the applicants that would demonstrate competence as well as the ability to solve problems. Do not consider applicants who do not adhere to your instructions. Not complying with your requests portrays a dreary picture of the SEO company, which shows a disregard for rules and regulations.

#3. Test your job postings

A/B split testing can be used fantastically to attract applicants. If you’ve been in marketing for a long, you know what we’re talking about. If you look at it from a new perspective, you’ll realize that job postings are pretty much comparable to PPC ads. You can use your imagination and creativity to optimise the postings with image and copy changes as and when required. Your workload will be lessened by a considerable amount if you manage to attract the right kind of SEO companies. If you wish to include the salary levels in the first round of tests itself, then you can try removing them in the later ones. Use words that resonate with the people who are applying, and make sure that the content and imagery are not ambiguous.

#4. SEO Company's portfolio and case studies

An out-of-the-box SEO management business is capable of flawless tactical and creative implementation. This method will assist you in determining what the SEO services firm is all about and what it represents. Examine the specifics of what an SEO business has done for other clients before choosing them. You may get a basic sense of their style and the types of results their clients achieve by looking at their portfolio and case studies. Find how they combine SEO with other services like pay-per-click (PPC), social media, and web design.

#5. Use tricky questions

Tricky questions will never bother a candidate who is good at his/her work. These questions are designed to trap those who pretend to know it all. These bookish people may come up with best theoretical practices, but SEO is more than that – it is about taking care of metrics like testing, measuring, agility, reacting, and dealing with an ever-evolving industry. To know more about your candidates, you could go for queries like: How do you optimise meta keywords? The smart candidate would know that it makes no difference even if one does not optimise the meta keywords because it has no significance for Google. The meta descriptions have no bearing even on the rankings. The candidate should know the basic difference between Penguin and Panda. While Penguin is all about links of low-quality, Panda is about content that is low-quality. If you went in to ask what a good keyword density was and the answer was anything but that then it’s a worthless metric to go for; you know you’re barking up the wrong tree.

#6. Schedule A Consultation

It's critical to meet with the SEO firm before you consider signing the contract. You might even request that an SEO expert join the conversation so that you can learn more about the process and possibly meet the individual you'll be working with regularly. Getting a consultation will allow you to learn more about algorithm upgrades, best practices, and industry news. So, if a candidate has trouble answering questions, seeking consultation is a good idea. Similarly, if someone tampers with systems or acts outside of established norms, scheduling a consultation is a good idea.

#7. Go for a trial period

So, you have finally found the right candidate. One who is capable of adding value to your company with her/his skills and the one who inspires confidence in you. You want to create a long-term relationship, but first, you should give it a try. This will show you how they perform in real life. The trial should be about handing over responsibilities to the candidate that are well-defined and clear. With projects and assignments to complete in a stipulated time frame, you will also get to know their pressure-handling attitudes. Their duties should also be connected to their values. Once you have invested time and effort in aligning personal values to the job duties, you will notice enhanced performance as well as loyalty from the candidates you have chosen.

Wrapping up

It might take more than a few months to hire the right SEO company, but you will realize that it’s well worth the efforts and see what it can manage to do to your brand and your business. With the ever-evolving digital landscape moving at light speed, getting the right SEO management company on board would probably be one of the wisest business decisions you will ever make. Take note of the tips mentioned above, and you’ll figure that you’ve done yourself a great favour that will transform the landscape of your business.

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If search engine optimization (SEO) is something that you are interested in but don’t know how to get started, contact us today to schedule your marketing analysis.

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HubSpot vs. Marketo: Which Automation Tool is Right for Your Business

By Ritwik Mitra
October 10, 2017

Marketing automation tools have decreased the workload of marketers by delivering accurate and actionable results without any intervention required. With a huge spurt in the marketing automation industry, many big players have entered the market. Marketers often have a tough time comparing HubSpot vs. Marketo, which top the list of marketing automation tools. Others in the list include Pardot, Eloqua, Customer.io, etc. With so many unmatched benefits and useful tools that both services offer, marketers have a tough time deciding between HubSpot vs. Marketo. Both have carved a name for themselves in the market and offer a variety of functions in their automation tools for performing various “top-of-the-funnel” marketing functions. But marketers must make an informed decision and choose the one which best suits their business goals. We simplify your job, and provide you here with the distinct features which distinguish the marketing automation tools of HubSpot and Marketo :

#1. User Platform and Pricing

HubSpot

HubSpot has a natively integrated platform for all the marketing automation tools, which enables marketers to seamlessly access all the tools at one single place. Thus, it saves a lot of time, since marketers have only one set of tools to learn and master. An all-in-one solution is attractive to most of the marketers since it provides seamless functionality and is priced as a single unit. Their core product is priced into three tiers according to scale and functionality – Basic, Professional and Enterprise. HubSpot also offers a number of pre-built integrations with popular business apps to allow further customization. Marketo Marketo’s system is broken down into four discrete modules – marketing automation, consumer engagement, real-time personalization, and marketing management. These modules can be purchased separately or combined to form an integrated suite. This lets marketers create a custom solution for their needs, but some businesses might find a unified system more useful. Users may also face some difficulty in transferring data points from one platform to another. This can lead to missing data points from multiple data transfers between systems. Hence, this leads to a wastage of time and resources while marketers are integrating different platforms. Also, due to the multiplicity of platforms, there are multiple logins, bills and support lines (and sometimes no support lines at all).

#2. Ease of User Experience

HubSpot

HubSpot provides a solution to its user’s problems by making it easy to use and widely accessible for marketers of every skill level. It has made lead generation and marketing automation manageable even for managers who have less technical knowledge by creating an easy to use multi-channel platform instead of building out every marketing automation platform step-by-step. Marketo Since Marketo specializes in providing custom solutions for enterprises, their software requires marketers to have an in-depth knowledge about technical know-how. Therefore, many of its users make a lot of inconsistencies across these interfaces while using the tools, and custom coding skills are required to make several changes. In the software industry, ease of use is one of the greatest assets, and thus marketing automation tools should require minimum coding knowledge.

#3. Optimal Data Reporting

HubSpot

Using HubSpot, marketers are able to conduct an in-depth analysis through their reporting efforts, gaining insights into how each marketing activity affects their overall strategy and goals. This is only possible due to the seamless integration of all the tools in one platform. The best part is that there is hardly any intervention required to generate these reports. For example, HubSpot’s reporting tools provide a campaign dashboard that makes it easy to see how each asset is contributing to the campaign’s overall progress and goals. Marketo Since Marketo doesn’t integrate all its tools under one platform, the reporting process becomes more difficult for its users. They must consistently attach tracking URL to every social media post, track call-to-action activity in their raw HTML code and other similar sources. Also, Marketo’s revenue attribution model may not be consistent with every marketer’s unique business.

Conclusion

By assessing all the above factors, it would be easy to say that HubSpot can prove to be a better marketing automation tool than Marketo. To sum it up, it integrates various platforms under a single roof, is cost-effective, saves a lot of time and money of the marketers, and allows its users to seamlessly track all data records and perform quality data reporting.

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