BlogSocial Media Marketing | Content Marketing

5 Business Growth Hacks to Improve Content Marketing

By Rajesh Jhamb
September 26, 2017

Anyone who knows digital marketing is more than aware of the fact that content marketing has transformed the business scenario online. On one hand, it is more than fulfilling to see spectacular growth being generated, while on the other hand it is a lot of effort and involves dollops of sweat as well. So, if you wish to master a delectable recipe that works wonderfully for your palate as well as your teams’, you need to pick and choose the right ingredients, the best tools and add dedication as well in wholesome quantities. We have listed some growth hacks to improve your content marketing skills and help you move towards attaining a stupendous number of subscribers and traffic.

It’s time to grow your content marketing

If it has been an uphill task for you to grow in the content marketing space because of competition, you should go for something else altogether to make it work. Growth-hacking mostly means techniques and tactics that can help you and your business grow. These tools and techniques can take you on the path you wish to be on, expand your reach and elevate your content marketing business to new heights. So, pull up your socks and get set to implement the following 5 growth hacks to boost the growth of your content marketing business and campaigns. These hacks will help you know how to improve your services in engaging and exciting ways.

#1. Make your old content as good as new to boost reach

One of the most convenient and efficacious hacks for business growth is repurposing your old content. It takes hardly any time or effort to turn your old blog posts into imaginative and attractive YouTube videos. You can even convert them into social media posts by using them on Twitter or Facebook. These key points could be rehashed as well to take the shape of Slideshare presentations. By reusing your old content, you open up avenues in various places that you hadn’t thought of using or wanted to utilize at a later stage. This lets you expand your reach quickly and easily. The best part about this is that you already have the content in place; all you need to do is re-tune it and adapt it for various platforms. While talking about content, you could also consider changing it a bit by writing headlines that catch the eye. Headlines actually have the capability of making a world of difference to your content marketing campaign. When you grab your consumers’ attention with catchy headlines, it tends to stick and the users want to read on and know more. You can A/B test your headlines to optimize click-throughs. Remember to do it for each and every article you write, and make sure to analyze the results that come forth before you go ahead and publish or promote it. Use this epic growth hack tactic and witness how it propels your campaigns ahead.

#2. Increase the engagement of your users with gamification

The video game industry has been going strong and grossing billions annually without any intention of stopping, and content marketing businesses can learn a few lessons from this industry. Gamification is easy, and it’s engaging as well. It lets you turn non-gaming activities into plays and games that can appeal to potential customers. So, all you need to work on is transferring the love that users have for games into your content marketing campaigns. With the right tools and techniques such as several imaginative WordPress plugins, the gamification process becomes child’s play, and you can make your blog look fresh by gamifying it and other pieces of your content with unique user profiles, patches and achievements. If you look at popular examples, TripAdvisor makes users feel special by awarding badges and levels to them once their reviews reach a particular quantum. This tactic is sure to help you increase your users and people will want more of it once they get hooked.

#3. Go social and promote your content to relevant groups

It’s a no-brainer that you need to use social media groups to enhance your content engagement and grow your user base. Relevant social media groups can help you add value, while – at the same time – aid in the promotion of your latest content. All you have to do is participate in the conversation of the groups you join. Once users notice your presence and take your word seriously, your content will get shared like never before. Your latest videos, blogs, whitepapers etc. will get promoted with almost no effort from your end. But you need to remember that you are the only player playing this game. With the vast ocean of information that social media has to offer, it is extremely easy for your content to get lost. So, you have to be conscious of the fact that your posts need to be shared not just once but many times in the course of the day. And fear not, publishing your content at various times of the day will not put off your users or negatively impact your campaign. In fact, studies have shown that this is a wonderful way to keep your profiles visible as well as relevant.

#4. Test your CTAs to increase conversions

What good would content creation be if it was unable to generate conversions from it? All of us know that an effective tactic to achieve this is by creatively designing content pop-ups that have a distinct call-to-action. This CTA should be user-friendly and not annoying in the slightest. Also, by testing the call-to-action buttons, conversions can be increased by up to 13%. So, it obviously makes no sense to neglect this aspect, and it takes very little time to implement it. With some A/B testing, you can identify the colors that work best for you, sizes that are just right, wordings and their positions etc. You will realize sooner than later that they are eye-catching, and the visitors actually stop to notice them.

#5. Talk to the users’ emotions

By engaging your consumers in an emotional manner, you can add to the success of your content marketing campaign. If you identify what can trigger an open and sensitive response in the consumer, viewer or reader, be assured that your content will get shared. And while we are talking about sharing content, make sure that it not short and sweet – it needs to be in-depth. Write longer and more emotive posts, and you will see your users turning into your salespeople. In fact, even Google appreciates long pieces of content that are uniquely presented and are detailed. Invest your time, research well and come up with content that emotionally engages your audience if you want them to pass on your content.

Wrapping up

There are a lot more ingredients you could add on, but the ones mentioned above – if implemented well – can take your content marketing business to dizzying heights, irrespective of whether you are a new kid on the block or an old hand. So, get the combination right to maximize the flavours, optimize the blend and watch yourself grow in the content marketing area. You May Also Be Interested In

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Why SAAS need to start using HubSpot for Business

By Ritesh Singh
September 25, 2017

When you are comparatively new in the digital marketing business, a hand-holding guide like HubSpot can make life easier for you. And – given that the SaaS sector is like a new kid on the block but really wants to grow big as fast as possible – HubSpot can be of immense help to the companies out there. It is not an unusual practice for SaaS companies to work with HubSpot at reasonable budgets and get more than their desired results. They’ve managed to fare pretty well in terms of attracting a good quality of traffic to their site, converting the traffic into promising leads and eventually turning those leads into paying customers. HubSpot is a wonderful tool indeed, but the question that needs to be asked is why does it do so well for SaaS companies per se? There’s no shortage of digital marketing companies that software companies can pick and choose from, but here’s why we feel that HubSpot should top the list:

#1. More leads are generated

It’s not exactly recent news that many automation platforms can do a good job at lead tracking, lead nurturing and then ultimately converting these leads into customers. But HubSpot undertakes this job spectacularly and seamlessly integrates the top-of-the-funnel tools. Making your life blissful, your whole website can be easily built on the HubSpot CMS. So, you can go ahead and benefit from their landing pages, call-to-actions that appeal to a lot of people, SEO tools, blogging platform, social media platforms and much more. Just turn to HubSpot to turn your site into a lead generator. The company’s analytics then go on and let you monitor and see for yourself how well your marketing is doing. This can help you prioritize your leads.

#2. Segmentation can be done based on lifecycle

Identifying where a customer is in the marketing lifecycle is of vital importance for a strong inbound marketing strategy. HubSpot lets you segment your database depending on where they are in the lifecycle: if they are leads, or a customer, or even in a trial period. Based on this information, it becomes easier to personalize messages such as emails, posts in social media and website communication as well. Armed with the knowledge of where the target audience is at that precise moment, call-to-actions can be created accordingly. Messages can also be personalized as per the changing needs and desires of the clients. In case a trial was about to come to an end, it would spell an opportunity to offer the client something better in the form of an upgrade. HubSpot makes sure these actions are automated so you do not have to overthink your actions or miss any given opportunity.

#3. Centralize Marketing Reporting

It’s clear that – in the right context – customization is indispensable when it comes to making the marketing strategies stand out from the rest. But what is not really clear is the way to integrate the user and the data available from your CRMs. If there is no proper way to join the dots and connect the data, all the information garnered will go for a waste and along with it, all the opportunities to increase your revenue as well. Working in collaboration with your CRM system, HubSpot can take on the role of your marketing hub. Once you log in, you can know which of your marketing efforts are paying off and which aren’t. The enterprise package from HubSpot even provides many in-depth features that let you know the status of these revenues. It also lets you figure out which channel is generating how much revenue, and where exactly you should be investing to increase the revenue margins.

#4. Now call and record calls within the HubSpot CRM

You already know how useful HubSpot CRM is. Now, just imagine – you can also make calls to your prospects with just one click in your CRM. If that wasn’t enough, you can also record these calls as well. So, put that notepad away and say goodbye to scribbling notes while also trying to remember what to write! With this CRM replacing all your manual efforts of recording and logging the calls, all you need to do is press the replay button whenever you want to do so. HubSpot knows what it takes to make it all smooth and easy for you.

#5. Let someone else develop

If you divert your focus from your core business and try to employ your development skills when someone else can do it for you, your business and brand will feel drained. HubSpot offers the whole gamut at one place – the entire set of marketing tools is available right at your fingertips, with all the pieces firmly in place. Wouldn’t life seem wonderful if there was a single login for everything – from a blog to email, to even the testing a landing page. Why would you want to do something that has already been done for you?

#6. Co-marketing

A lot of SaaS companies join forces with other businesses by running a co-marketing campaign. This is done with a view to either complement their product offering, or because the organizations share the same mindset. The leads generated by such a collaboration are divided amongst the participating companies. By collaborating, the companies can manage to reach various audiences. Content that comes out of such collaborations is usually quite engaging and promising. This also lends itself to the generation of leads, and showcases thought leadership. HubSpot often gets together with various companies in several co-marketing campaigns, such as working in tandem with LinkedIn.

#7. The sales prowess goes up

Your sales team can be totally empowered and energized with HubSpot's lead tracking function. The sales team will get to know the source of each lead, the blogs that have been read, the website pages that have been viewed, the emails that have been clicked on and so much more. The plus side of this obviously translates into the sales teams knowing what the customers really want and holding conversations that really matter. Once these teams know that certain individuals have opened particular emails or read blogs pertaining to a specific topic, it will become easier for them to overcome certain challenges.

#8. Product trials

Wouldn’t you just love to test drive a product? Trials of products as well as services is an important lead generation source in today’s day and age. Your target audience might be someone who gets stimulated by a trial and not by speaking to your sales team members. The idea of a trial is also to facilitate self-service. You can go about doing your job with little investment, but you need to remember to make it a pleasant and a positive experience for the lead as well. One-to-one calls, automated emails, educative webinars or all three together can create this magic. HubSpot realizes the importance of people who are out to try your product. They need to be tracked carefully and are called product qualified leads (PQLs). There needs to be a balance between putting off the client totally and using short-cuts to reduce the overall cost.

#9. Retargeting

You can re-engage your leads who have left your website and drastically enhance conversion rates in the process. A lot of e-commerce sites have used retargeting by offering deals to attract their customers once again. You should – by all means – use retargeting if you want to turn your website visitors into customers who will pay up. HubSpot’s AdRoll integration lets you leverage retargeting on the company’s marketing platform. Using this tool gives your brand an opportunity to get closer to the customer, and build both trusts as well as credibility. These strategies have been tried and tested, and have helped SaaS companies become bigger and better. But, you will need to analyze and find out for yourself and your brand what works best for you and drives home profits and results that are beyond the usual figures you expect.

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Top 5 Digital Media Buying Trends for This Year

By Team #ARM Worldwide
September 21, 2017

Technology has completely changed the way we do marketing today. Marketers are shifting their marketing budgets to online marketing strategies, rather than traditional marketing methods. According to a report, digital media accounts for 33% of the global media spends. Thus, digital marketing is undoubtedly the most preferred mode of marketing today, and constant innovations are always occurring in this particular sphere. Another new trend in marketing is programmatic marketing. It refers to strategizing, buying and purchasing placements or ‘inventory’ online. More and more marketers are allocating a chunk of their marketing budgets into digital media buying, rather than buying physical inventories. And with the rise in digital advertising, programmatic advertising will only grow in the future. If you are considering to implement programmatic marketing strategy, and want to lock some inventories for display or video ads online, here are some digital media buying trends which you can follow:

#1. Increased Buying in an Open Auction

There will be an increased buying of digital inventories through open auctions by the publishers. More and more businesses are realising that they have ample customer data and just need access to premium ad inventory of some prominent websites of their specific industry. Today, advertisers are more reliant on their own customer data and are less dependent on publishers to provide their data. The biggest issue here that businesses face is that the process of getting massive amounts of quality inventory from different publishers independently is not a smooth process. Hence, publishers should find solutions to this problem and find the optimum way through which buyers can purchase multiple inventories without any difficulty.

#2. Personal Interaction Will Retain Importance

With the advancement in technology, there has been a rise in automating the buying process with an increase in programmatic ad buying. However, the importance of one-to-one interaction will not disappear anytime soon. Advertisers still find it important to interact personally with the publishers they believe is the most suitable to advertise with so that they can form an opinion about which inventory would suit them and generate the maximum amount of traffic towards their website.

#3. Video will remain the most important inventory on the web

There is no doubt that video ads have become massively popular among businesses to convey their message to their prospective buyers in an interactive way. Hence, consequently, video ads have been the most valued and in-demand inventory among advertisers in the advertising space. Advertisers will continue to focus on creating engaging, creative and meaningful video ads since it is an appealing way to deliver the ideal message to your consumers. Taking this into consideration, publishers also need to make the purchase of mobile video inventory more accessible, affordable, and lightweight for quicker loading. Also, there is a rise in the concept of native video advertising, which is in-feed and inherently non-disruptive. Hence, owing to this, advertisers would also expect their publishers to offer more native video inventory, which yields higher engagement from the users.

#4. Shift from desktop to mobile

With the unprecedented rise in the mobile phone market, mobile phones have become accessible to everyone. The impact of this effect has not left marketing also, and it can be expected that more mobile ads inventory would be brought than desktop ads inventory. This shift in trend is due to the fact that more and more consumers use mobile phones to search for every little thing in their daily lives. According to a study, mobile phones now constitute more than 50% of traffic and inventory. As more and more page views occur from mobiles rather than desktops, the mobile inventory will rise exponentially.

#5. Fraud Detection Tools Will Proliferate

The rapid advancement in technology also comes with its drawbacks, with the rise in cases of fake news and click-baiting. Hence, advertisers and publishers are taking steps to protect their customers from falling prey to such untrustworthy sites. With the rise in such fraud cases, advertisers and publishers will focus on developing practices, procedures and tools to detect such frauds and eliminate them as well.

Conclusion

With advancement in technology, there has been a shift in marketing trends as well. Today, digital media buying and planning are allotted more of the marketing spends by marketers than physical inventory. Though there are many challenges in the sphere of digital media buying, it is exciting for the marketers as well since they are tapping into the massive potential of online marketing to increase their reach to potential customers, and hence lead to the overall growth of the business.

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Must-Read Resources For INBOUND 2017 Attendees

By Anushree Bose
September 20, 2017

INBOUND’17 – HubSpot’s annual inbound marketing and sales conference – is just around the corner, and attendees are all geared up for it with their agenda already set in place. With more attendance levels than the previous years, hundreds of sessions and tons of networking opportunities, this event is surely going to stand out from one of your regular industry events and is going to provide you with a practical knowledge of all the latest trends in the corporate industry. This makes it all the more important for the attendees to do some prior research about what they can expect while they’re at the event, and plan out their sessions in advance so that they can work on an agenda for the event.

An Archive of Necessary Information Related to INBOUND’17

Review some of this information pertaining to INBOUND’17. We have worked out the key lessons from each of them so that you can make the most out of your experience at the event:

#1. 5 Awesome Reasons Why You Should Attend INBOUND'17

Get some useful insights about what you can expect from INBOUND’17 and all the reasons why it is a must-attend event for every enthusiast of the inbound movement (which includes all the marketing and sales professionals).

#2. 5 Remarkable Speakers at INBOUND’17 You Cannot Miss

Which speaker’s sessions would be the most insightful, and which ones can you not afford to miss? Learn about the 5 most remarkable speakers who would mark their presence at the INBOUND’17 stage, and whose attendance is awaited this year. It would provide you with a briefing about what useful insights you can gain from attending the session of each speaker, and what would be the key takeaways from them. Each speaker's style of delivery and area of expertise would be different, so you can expect to gain a number of diverse viewpoints on pertinent issues.

#3. Guide to INBOUND'17: For First Time Attendees

An insightful read for all those attending INBOUND’17, whether as a first-time attendee or otherwise. It provides some useful hacks which would help in your objective of pre-planning for the event and set a proper agenda for your time out at the event.

#4. How To Get the Most Out OF INBOUND'17

Attending INBOUND’17 without having any prior agenda or a goal in mind could be detrimental for you, and prevent you from experiencing everything that the event has to offer. This blog serves as a guide for every inbound attendee, elaborating on some actionable plans which will help you leverage your experience from the event to take your business to the next level with your inbound marketing strategy.

#5. Lessons Which Every Marketer Can Learn From John Cena

John Cena is one of the greatest athletes of our times and has made his place as a marketing powerhouse. His charisma, work ethics, genuine personality and dedication towards socially relevant causes is what makes him a perfect example for inspiring the inbound movement. Corporate professionals from diverse fields can unravel some useful insights from his life and work, which could pertain to their professional and/or organizational goals, and go much beyond that as well.

#6. INBOUND'17: What Inbound Marketers Can Learn From Michelle Obama

It is no doubt that the former First Lady, Michelle Obama, has been a bonafide youth and cultural icon during her tenure, and it’s a wonder how she manages to maintain that aura around her even today. This must-read blog will reveal to you how she can provide some insightful lessons for every marketer, which they can leverage to gain success with their professional commitments and their personal lives as well.

Schedule a time to meet with #ARM Worldwide at INBOUND 2017

Let’s Plan a Meetup at INBOUND’17 Are you coming to INBOUND’17? Great! This is a great opportunity to gain a lot of inspiration and some hands-on knowledge that will help you set new expectations for your business. And with all the eminent names and organizations of the industry turning up, what better opportunity is there to network? Great minds thinking together would provide a fantastic opportunity for the attendees to discuss business growth and collaborations at different levels. Our team will be there at INBOUND’17, and we would love to talk with you about how we can grow the business potential for both of us. Looking forward for an inspiring week and meeting like-minded people. See you there!

Before You Go! Meet Us at INBOUND 2017

Want to learn more about #ARM Worldwide? Contact us to meet up at INBOUND 2017! We’d love to hear a little more about your business.

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How to Get the Most Out of INBOUND’17

By Anushree Bose
September 19, 2017

HubSpot’s annual conference, known as INBOUND, is one of the most awaited and biggest events of its kind. It provides one of the finest platforms for marketing and sales professionals from every corner of the globe to come together and celebrate the spirit of the inbound movement and attain new perspectives about inbound marketing from other sources. This year, INBOUND’17 is expected to be a much grander affair, with higher attendance levels than the previous year, more keynote speakers than any of the previous years and over 250 breakout educational sessions. Corporate professionals from every designation possible are already very excited to attend the event and have planned their schedule for the same. With so many interactive sessions and speakers, it has become very important for them to carefully decide which speaker’s sessions they want to attend, and mentally be in the headspace to absorb all the inspiration and lessons which they are going to receive. Keeping their goals in mind, they should attend the sessions of those speakers whose lessons they think can help them achieve big goals. Doing this will help them implement these lessons to achieve the discussed goals as soon as they get back to work.

Schedule a time to meet with #ARM Worldwide at INBOUND 2017

We have curated a few working plans here which will help you make the most out of your experience at INBOUND, and help you understand how you can boost your personal goals to optimize the overall organization goal(s) as well:

#1. Choose Your Speakers Sessions Strategically

INBOUND presents various kinds of sessions by eminent speakers, such as keynote sessions, breakout sessions, spotlight sessions, etc. With such a tight schedule, it would be difficult for the event goers to attend each and every speaker session. The prudent thing to do here would be to plan in advance which speaker’s sessions they would like to attend. They should attend those sessions which would give them actionable insights to implement their goals, and would ultimately help them grow their business using their inbound strategy.

#2. Get an Edge Through Networking Opportunities

INBOUND’16 saw over 19,000+ attendees for the event. This year, the number is only going to increase. With so many like-minded attendees under one roof sharing the same drive and passion for the inbound movement, this event is the perfect opportunity for you to create networks like no other platform. Also, Club INBOUND organizes lots of events which provides ample space to the attendees to lounge, refuel themselves, and provide themselves with tons of networking opportunities.

#3. Finish all Your Work Commitments Before Attending

INBOUND is an event in which you have so much to do – brainstorm ideas with your fellow attendees, create networks to get to learn new ideas for incorporating in your inbound strategy, create opportunities for partnerships in the future, take down notes from the sessions you are going to attend, and so much more. The tasks to do at hand are vast and the time is limited. Hence, you need to proactively plan for the time you are going to be away from your office, and make a plan of how your projects, responsibilities and/or quotas will be managed in your absence. This will ensure that you are mentally in the headspace to take all the inspiration and get ideas which you can implement to achieve specific goals and do much more with your inbound strategy. #4. Plan your Agendas for the Event Well Beforehand INBOUND’17 sets the stage for a lot of events from which its attendees can gain inspiration and knowledge to think outside their regular inbound methodologies. There are numerous events such as keynote sessions, breakout sessions and spotlight sessions, which would give you some actionable tactics which you can use straight away. Thus, to gain the maximum ideas out of these sessions, you need to have a plan beforehand as to what are your target goals which you have to achieve and how the insights from these sessions can help you implement them. Doing this will help you to properly strategize which actionable tactic would be required to implement a particular goal, and also identify the tools that would be required to optimize it. Hence, aligning your goals with the actionable tactics you learn from these sessions would provide you with some much-needed clarity on the future course of action that should be taken to implement your goals and/or optimize your inbound tactics. These are few of the major tips which you must keep in mind before attending INBOUND’17, which will make your experience at the event all the more productive and leverage your business with your inbound strategy. However, these are not some rigid rules which must be followed strictly but can be customized according to your agendas and what your position is on the corporate ladder.

Meet up with us at Inbound

Our team will be at Inbound and we would love to meet up with you to talk about getting results for your brand or for the brands your agency works with. Fill out this form so that we can arrange a time to meet up. We’re looking forward to an inspiring week and spending time with like-minded people, see you there!

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5 Remarkable Speakers at INBOUND17 You Cannot Afford to Miss

By Ritesh Singh
September 18, 2017

INBOUND is an event which is different from all other conventional inbound or industry events. It aims to celebrate the human side of marketing and provides a platform where marketers and sales professionals from different industries can gather together and learn something from each other, inspire each other to improve their inbound skills and – ultimately – grow their connections with marketers from every industry possible. It also gives them an opportunity to attend the sessions of many remarkable speakers who are experts in their fields and helps in inspiring the inbound movement. Here, we provide you with a list of five amazing speakers which every inbound marketer should gain inspiration from to add a fresh perspective to execute their goals and leverage their inbound strategy:

#1 Steward Butterfield (CEO & Co-Founder, Slack)

Steward Butterfield is the CEO and co-founder of Slack, an enterprise software platform that connects teams with apps, services and resources for seamless communication between them. Steward has had a gratifying career as a designer, entrepreneur, and a technologist in his nearly two decade-career of working on the web. Time Magazine recognized him as one of the 100 Most Influential People in The World, and he has been ranked among BusinessWeek’s Top 50 Leaders. He was also recognized as the 2015 Technological Innovator of the Year by the Wall Street Journal, and also featured in the Vanity Fair’s New Establishment List. By attending his session at the event, marketing and sales professionals from businesses of any size and/or industry can get inspiration and obtain new ideas about the tools that can be used to administer Slack and the various marketing circumstances through which Slack can be used to scale-up their business.

#2 Rand Fishkin (Founder and Former CEO of Moz)

Rand Fishkin has been given the rather ostentatious title of “WIzard of Moz”. He’s the founder and former CEO of SEO software startup Moz, host of Whiteboard Friday and co-founder of Inbound.org. He – along with his wife Geraldine – is small investors in Backstage Capital and TechStars Seattle. Moz has grown to be one of the most popular SaaS startups that provides its users with a host of SEO tools, such as Moz Keyword Explorer, On Site Explorer, etc. What makes Rand’s sessions a must-attend for every marketing and sales professional is that they would get to know about the latest tools and trends of SEO as well.

#3 Bozoma Saint John (Chief Brand Officer, Uber)

Bozoma Saint John is the Chief Brand Officer at Uber, where her job is to make sure that people love Uber’s brand as much they like Uber’s service. During her illustrious career span, she has earned a formidable reputation as a trailblazing marketing and advertising executive. Most recently, she was the Head of Global Consumer Marketing for Apple Music and iTunes. In this role, she spearheaded campaigns geared towards growing consumer brand recognition, loyalty and equity around the world. She was very successful at the Apple’s keynote World Wide Developers Conference, where she introduced the new interface for Apple Music. Before Apple, she headed the Music and Entertainment Marketing Group at Pepsi-Cola North America, where she drove breakthrough consumer engagement plans for brands across the soda giant’s beverages portfolio by engaging tastemakers - consumers. Before working with Pepsi, she served as the VP of marketing for Ashley Stewart (a women’s fashion brand) as well as managed accounts at advertising agencies Arnold Worldwide and Spike Lee’s SpikeDDB. Inbound marketers can learn a lot from her about the importance of branding, and tips and tricks on how to build their brand’s image to gain quick recognition among their customers and earn their trust.

#4 Christopher O'Donnell (VP of Product, HubSpot)

Christopher O'Donnell is the VP of Product at HubSpot, where he drives product management, design, and user experience for HubSpot’s suite of products. Previously, he has led the product team building for the HubSpot CRM and the HubSpot Sales Pro. Upon joining HubSpot, he led the rewrite for the HubSpot Marketing product, culminating in HubSpot contacts and the release of HubSpot 3 in 2012. He has also been a startup founder, advisor, and product/UX leader. The session of Christopher O'Donnell can be beneficial for industry professionals from all walks of life, since he can inspire and guide them on various aspects of marketing and sales and also inspire CXO’S of startups from all walks of the industry.

#5 Billie Jean King (Sports Icon and Social Justice Pioneer)

Billie Jean King is a legendary tennis player and an advocate for equality and inclusiveness in the world of sports and far beyond. Throughout her career, she has been a powerful advocate for equal opportunity and equal pay for all. She has also been named one of the “100 Most Important Americans of the 20th Century” by Life magazine and a 2009 recipient of the Presidential Medal of Freedom. She is also the founder of the Billie Jean King Leadership Initiative and has long been a pioneer for social justice. Since the tech and the business grapple with the same issues she fights for, professionals from every realm of the corporate industry should take inspiration from her to become better champions of diversity, inclusiveness and equality. These are some of the most distinguished speakers whom you can expect at INBOUND’17. Through their powerful speeches, they will not only inspire you to reach great heights with your inbound strategy but also grow as an individual.

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Lessons Which Every Marketer Can Learn From John Cena

By Anushree Bose
September 14, 2017

John Cena has gained such popularity and recognition for himself that he needs no introduction. Having carved a space for himself in the world of professional wrestling throughout his career, his other feats include being a successful actor, host and entrepreneur. Having gained massive success as a WWE superstar and an actor, Cena leveraged his position to be a marketing powerhouse and a cultural icon. Cena has used his privilege and fame for good causes and has actively participated for socially relevant causes that are close to his heart. Here are some of the major initiatives taken up by him :

He is Make-A-Wish's most requested wish granter, and the only celebrity to grant 500 wishes.
He has also partnered with Susan G. Komen and raised more than $1.6 million for breast cancer research and awareness.
He is a vehement supporter of the U.S. military and was recently recognized by the USA Metro as the recipient of their 2016 Legacy of Achievement Award.
He also starred in Ad Council’s Love Has No Labels campaign “We Are America” to further the message of acceptance and love for all communities in America.

With his athleticism, charismatic personality, strong work ethic, compassion for social causes and a genuine personality, Cena sets the perfect example for modern day marketers and is perhaps one of the most awaited speakers at INBOUND’17.

Schedule a time to meet with #ARM Worldwide at INBOUND 2017

Here are some awesome reasons that make Cena the ultimate marketing powerhouse, which can reveal some insightful lessons for the marketers:

#1. Invest in Building a Strong Image For Your Brand

Over the years, Cena has emerged as the face of the WWE and has won their championship six times. This catapulted his popularity to unimaginable heights among the masses, and he quickly became the youth and cultural icon he is today. He further pushed his efforts to build a strong brand image by being a part of many notable campaigns and initiatives. He is the part of Crocs’ “Come As You Are” campaign that celebrates the uniqueness of individuals of all ages. He is the voice of “Ernie the Elephant” for Wonderful Pistachios’ biggest advertisement ever, and last year he became the ambassador for Cricket Wireless. His video, “The Unexpected John Cena Prank”, garnered more than 17 million views. These are just some of his ventures in his brand building exercise that has remained immensely popular and have instantly resonated with the audience. Marketers can take a lot of valuable lessons from Cena to invest in a robust brand building strategy. In today’s online age, where there is already a lot of tussle between brands, marketers execute every creative stunt possible to gain maximum recognition among the masses. In such a situation, it is very important for businesses to invest in a proper branding strategy to gain an instant recall value for their brands in a short period of time, and also build a relationship of trust and affinity with their customers.

#2. Strategic Use of Social Media to Optimize Content Distribution

Apart from his commitment to social causes, Cena is also a social media powerhouse. He has about 44 million fans on Facebook, making him one of the most active athletes from the U.S. on Facebook. His participation in other social media platforms is also just as impressive, with 9.5 followers on Twitter and 6.8 followers on Instagram. That makes him one of the most followed athletes in these channels. In today’s mobile and content-driven age, almost every business has cashed in on unmatched and result-driven benefits that they receive by having a robust social media presence. Cena strategically uses various social media channels and different content formats such as videos, posts and images to regularly keep his audience updated about his matches, social cause initiatives, or even his life and opinions. Inbound marketers can also leverage their social media strategy to build a strong personality for their brand, and tap into the power of content to keep their audience engaged and build a lasting relationship with them.

#3. Experimenting and Innovating With Your Work Enables Growth

Apart from wrestling, Cena has also devoted his time for many things such as supporting social causes that are close to his heart, making a mark at films by acting in many movies, hosting many shows, experimenting with rapping and much more such eventful activities. Engaging in these diverse activities has only propelled his stardom, and earned him more fans from diverse walks of life. Marketers can learn a valuable lesson here, and should not hesitate to experiment with their product offers, website design, or any other variable which would lead their business to increase their satisfaction and bring more leads. Innovation is the key to keep growing in any aspect of life, and this holds true for businesses as well. A periodical audit of all the key performance indicators (KPI’s) of your organization is critical to gauge its overall health and improve the variables which are not performing optimally. Conducting experiments such as A/B test with either one variable, or multiple variables, can be incredibly useful to gauge the taste of your audience and what works best for them.

#4. Master the Art of Storytelling

Identifying and building a character for your public image and role-playing it by weaving a story around it to keep your audience engaged is no mean feat, and it has been mastered by Cena. Be it penning his trademark rap “You Can’t See Me”, which has become synonymous with his name, his quotes – the most popular being “Hustle, Loyalty, Respect” – or his different personas as a wrestler in WWE, such as a white rapper known as the “Doctor of Thugonomics”, he has always managed to command attention from his audience by trying to tell his stories through these efforts. This has revealed the different shades of the personality of this wrestler to his audience and enabled him to gain a status of being more than just a star wrestler. In fact, this is the major secret to his success and the reason why he still continues to remain in the mind of the masses even today, more than any other WWE champion. Like Cena, inbound marketers should realise the importance of the art of storytelling, and hone it to keep their audience engaged and keep coming back for more by having something new to offer each time. The best part of storytelling lies in its versatility, and marketers have the creative freedom to package their content in a manner which can bring the maximum qualified traffic to their websites, or their various other owned channels. Indeed, Cena is a great inspiration no matter how you look at it. He is a bonafide youth and cultural icon for the masses, and it is praiseworthy how he has been able to maintain it even today. These are some of the key takeaways which inbound marketers can imbibe from the life of Cena, and implement them to make the most out of their inbound strategy and take their business to greater heights.

Meet up with us at Inbound

Our team will be at Inbound and we would love to meet up with you to talk about getting results for your brand or for the brands your agency works with. Schedule a time to meet with #ARM Worldwide at INBOUND 2017 so that we can arrange a time to meet up. We’re looking forward to an inspiring week and spending time with like-minded people, see you there!

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Why is Inbound Marketing important for Marketing Management Organizations?

By Team #ARM Worldwide
September 13, 2017

So, are you one of those many people who think Inbound Marketing is yet another buzzword created to confound marketers? Or, do you think it is the latest trend in marketing strategy? Well, it is much more than that. Inbound marketing is an approach that aids in driving growth and generating leads in a measurable manner. It is convenient, scalable and easy to implement. Organizations that have followed or are following inbound marketing strategies have proven to be at least 4 times more effective in reaching their sales targets and driving revenues.

Schedule a time to meet with #ARM Worldwide at INBOUND 2017

What happens in Inbound Marketing

The complete antithesis of Outbound Marketing – the older style where information was doled out to the masses through a TV or a newspaper ad among other mediums – Inbound Marketing focuses on attracting traffic, converting them into leads and then taking these leads ahead and turning them into opportunities and new sales. Sounds quite easy and linear, isn’t it? But it is the sum of many small parts that need to be looked into and catered to at various stages of development. Along with ongoing strategy, inbound marketing includes constant research, creation of content, updating it regularly, promoting it as well as focusing on different facets such as email marketing, ad campaigns, social media and much more. You need to keep in mind that your prospective buyers are doing their own bit of research. And if they do not find you out there, the chances of doing business with you becomes rather slim. Here are some pointers that will help you up the ante.

#1. Make your website a pivotal point

An engaging and interactive website is the beginning of a long-lasting relationship with your customer. It is also an important cornerstone for a successful content marketing program. Simply put, your website should focus on the customer and not your organization. The mantra is to keep it simple, smart and educative. Emphasize keyword phrases and properly define your goals. If you decide to cram your site with more than all this, then you will alienate your customers who might not revisit your site. So, simplify their lives as well as your own by helping them find information they can use.

#2. Make blogging a habit

While some trade pundits might label blogging as an outdated practice, it is still the most effective way to accomplish a considerable feat such as getting traffic to your site. In order to do so, keep a calendar handy and publish content regularly. To get more results, blog every week if not more. Be unique, provide your honest opinion (even if it is controversial), ask, tell, explain and do a whole lot more with all the words you have in mind. Blog articles are here to stay and are timeless marketing assets. So keep on writing.

#3. Go for survey reports

Establish thought leadership and get noticed within the industry by creating surveys. You can include links and blogs in your surveys as well. By publishing your survey results on external websites, you can also be more visible and gain an enviable status.

#4. Lead conversion offers in the blog articles

It isn’t called ‘call to action’ for nothing. Use CTAs to drive interested buyers to dive deeper into the content. There are chances that people who have read your blog and like it might want to know more. Give them this opportunity in the form of an ebook or something similar, so that they come back for more andor go on to the landing pages to know a bit more about you.

#5. A wise mix of media should be used for content marketing

Go ahead and use slideshare presentations, videos, infographics and webinars along with your blogs and other written content. Visual media leaves an impact and can be quite effective to help you break all the clutter that’s floating around. Use affordable video production software and create videos that your audience will like and appreciate.

#6. Social media will be of great use for the promotion of your content

Your blog content as well as other content can be promoted properly if you use your social media channels effectively. Don’t go overboard and try to sell yourself hard, but create content that will be informative as well as useful for the users out there. You could also mix in content from others along with your own in your posts. Ask friends, well-wishers, vendors and customers along with some others to spread the word and help you share your content.

#7. Talk about your customers in your content

First of all, ask your customers if they are fine with being included in your content. If yes, then use their stories and case studies, talk about how you’ve worked together beautifully by solving issues together and produced a positive outcome at the end of it all. Case studies such as these are good to educate your audience. And more often than not, your customers will be happy to be portrayed in a positive light. Publishing customer interviews is also a great idea.

#8. Heighten your content marketing results with the right inbound marketing software usage

Software such as HubSpot or something else lets you figure out what is working and what’s not. Know how well your landing pages are doing and measure your website traffic accordingly. Software can help you optimize your results and let you know how to garner the most favorable business results for your organisation.

#9. Watch your competitors

Do a thorough competitive analysis. This can be accomplished by getting someone to help you with an outsider’s point of view of the industry. Try and stay a little ahead of other companies and make a mark while doing so with the knowledge acquired.

#10. Communicate with your sales team

By working in tandem with the sales team, more leads can be generated as well as closed. Knowing how the sales function works and collaborating with them can help the business grow. Once a few metrics are in place, marketing and sales can work together in harmony and lead to success.

#11. Know your numbers well

This is not a choice; not knowing your numbers isn’t an option you can avail, irrespective of whether you’re comfortable with them or not. The right software and people can help you know these numbers like the back of your hand. HubSpot can help with the analytics and aid just about anyone, even those with no numbers at all.

#12. Pay Per Click and Advertising

Let the so-called ‘wise ones’ say what they want, but online advertising is a great way to get prospects to – at the very least – visit your website and/or the landing page. It is not only measurable but also scalable, and can be repeated extensively. But, attention needs to be paid to optimize ads and messaging correctly if we wish to attract the right leads.

#13. Whitepapers

This particular element showcases your prowess, and also entails the value you could add to the user. They even aid in building trust, helping with lead generations and also demonstrate the value a consulting company can bring to a client. Acting as an important source of information, prospects could even use these whitepapers to estimate the value of your organization. So, what’s the conclusion? We think inbound marketing is truly an effective way to drive growth. Costing less than traditional means, it helps with lead generation in an effective manner. Over time, it lends itself to generating traffic to your website and/or social media pages. If the process is thought out well and designed in the right manner, this traffic will automatically get converted to more leads. By drawing prospects into the sales funnel, it helps them take informed decisions and gradually moves them into the purchase phase.

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CMO’s! What Percentage of Marketing Budget Are You Spending on Content Creation?

By Rajesh Jhamb
September 12, 2017

So, have you thought it out and mulled it over as to how much of your marketing budget should be kept aside solely for content creation marketing? If you believe you are a small or a mid-sized business, you may want to answer in the affirmative and say – quite a considerable amount. A survey steered by GetResponse showed that out of 10 small and midsized businesses, seven wholeheartedly agreed that their digital marketing budgets were sure to be on the rise, around 30% mentioned that they expected their budgets to scale up significantly. While just 28 percent maintained that they would go for status quo, only 2 percent are looking at reducing their content creation marketing budgets. As content marketing grows unhindered and gains popularity with each enhanced strategy, more business leaders are committing at least a chunk of their marketing budget to the conception, delivery and monitoring of custom content. Another survey that catered to almost 300 marketing leaders all over U.K. and the U.S showcased how the organizations are striving to enhance both their short-term as well as long-term goals with their increased spending in digital marketing. But what are the reasons for the unprecedented growth in content creation marketing? There are several that need to be put forth:

The cost is far lesser than most traditional marketing methods.
Small and mid-sized companies can use their capabilities better and more effectively on a digital canvas. With the right SEO and SEM strategies, the territory could be owned quite well.
The implementation is quicker and can take shape in just minutes.
Changes can be made quickly. Ads that are not up to the mark or not working too well can be changed with immediate effect and feedback can also be garnered very quickly.
Measures like pay-per-click ads and search engine marketing are quantifiable and measurable. They present themselves in a simple way and the viewers’ actions can be tracked easily.
Content creation technologies coupled with automation are bringing together the most efficacious marketing strategies to deliver better outcomes.

#1. The muscle power of Content Creation Marketing One look at the illustration below and the truth reveals itself! The powers that be spent significantly more on the organizations’ websites, digital advertising and e-commerce than on other traditional media such as TV, radio and print advertising. The spends on the content marketing services pointedly show that these investments have become top of mind priorities. #2. The largest chunk is reserved for the websites Around 9% of their marketing budgets are devotedly spent on websites, according to a survey. When it came to media and entertainment companies, the spending went up to almost 14%. With the intent of engaging the user, websites are being reinvented and refurbished to make sure that the content is appealing, responsive and even customized to make an impact and get the user to visit them again. #3. Advertising is on the way up Unending debates about blocking of ads did not deter a lot of marketers from increasing the spends on digital advertising. Almost 65% of CMOs mentioned that they intended to increase their spends on advertising. They truly believe that there is a decline of organic social and a visible rise in paid social. Also, there is a steady shift of offline media spending leading to digital advertising. The video is also very high on importance, where digital advertising is concerned. #4. Digital commerce is pivotal The spends on digital commerce have reached up to 8% of the total budgets. With 9% spends for B2C marketing leaders, it was a tad higher than B2B marketers which stood at 7%. With an eye on the end user and the desire to connect directly with the consumer, digital spending lends itself to enhancing customer insights and leads to improved brand loyalty. That brings us to the next important question – which social media needs the most attention? Even if studies do not present any direct answers or valuations, there are some significant empirical trends that need to be looked at.

Facebook was reigning and will continue to reign supreme with almost 90% of social media users active on this platform.
Instagram from 32% penetration might almost reach 47% by 2020.
Pinterest along with Twitter might go up to 33% by 2020.
There is an expected increase of about 75% in Google Adwords in the coming year.
Snapchat, which is the new kid on the block also expects to see a rise in investments in the year ahead.
Marketers can make their choices basis the data presented or predicted and go for Facebook and Instagram for their marketing needs.

So how do the CMOS or marketing leaders decide the marketing budgets Digging deeper into a survey revealed some strategic factors that could help with deciding the marketing budgets and its allocation to various aspects. #1. Marketing is the function that leads the way As a function, marketing is looked at to lead revenue growth. This is the scenario with 38.4 percent of companies, as per the CMO Survey. The aforesaid companies allocate larger marketing budgets as compared to their peers or competitors. This also leads to the marketing function’s capacity to look at corporate strategy differently and immensely improve the marketing budgets. #2. Social media and its performance Marketers were questioned about the efficacy of social media’s contribution to their company. And the answer that came about was that getting a return on social media investments led to larger marketing budgets. #3. Content marketing strategy Content creation’s more strategic, customer-driven focus helps in ensuring that the undertakings are not just short-term or tactical. With the given budgets and content creation tools, acquisition and retention of the most valuable customers for the long run can be achieved. And what has the allocation of the budgets been like over the years? A report from Forrester Research highlights how the marketing spends have been taken care of be it offline or online and across various digital channels.

From an average of around 30% of their marketing budget to online, most firms are looking at growing to 35% by 2019
Search engine marketing will get a huge chunk of online spends with the second spot being accorded to online display (online videos, banner ads, remarketing, retargeting etc.)
Investments in social media will not ebb in a hurry, but will just denote about 15% of the total online spend
Mobile marketing is huge in its own right and is hardly tracked in the prediction but it falls in the consideration set across all channels

All in all, it can be safely concluded that while saving money is paramount and of immense importance, the significance of making money cannot be lost either. Finding the right balance will lead to happy marketers and happier balance sheets. When it is more than evident that there are hordes of people clicking away to buy a product, it’s foolhardy to argue that the medium does not require the adequate attention it deserves.

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Guide to #INBOUND â€˜18: For First Time Attendees

By Ritesh Singh
September 11, 2017

So it's that time of the year again, when the stage is set for the grandest celebration of the inbound movement that is INBOUND, organized by HubSpot. This event is one of its kind, since it aims to celebrate the humane side of business, and witnesses the gathering of marketing and sales professionals from every industry imaginable in every corner of the world. The highlights of this event are that attendees can get useful insights and learn valuable hands-on lessons beyond their regular inbound strategies through keynote sessions, breakout sessions, and tons of networking opportunities. Social media has started to get flooded with various posts related to the event, and a strong buzz is created around it. You may have decided to attend the event for the first time and have an agenda ready for it, but there are still a few pointers which you need to keep in mind before attending the event.

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Here are a few useful tips which you can use if you are a first-time attendee of the event, which will be helpful if you wish to make the most out of your experience:

#1. Plan Your Schedule in Advance But Expect to Change It

INBOUND has a lot of sessions in store for its attendees, such as keynote sessions, breakout sessions, spotlight sessions and so on by a number of eminent speakers from different disciplines. You cannot attend the sessions of all the speakers since you would have a tight schedule. Hence, it is very important for you to have your agenda in place beforehand for the event. Make sure to identify the goals you need to achieve, and choose the sessions of the speakers who can give you actionable insights to achieve these targets and scale up your business. Since the schedule for the sessions is going to remain very tight and exhausting, it is possible that you may miss out on some of your planned sessions, or attend those which you didn’t plan for in the first place. Hence, you should be mentally prepared for any last-minute changes in your agenda.

#2. Attend Club INBOUND and Make Most Out of The Networking Sessions

INBOUND witnessed around 19,000+ attendees in the previous year, and the number is only going to increase this year. It provides one of the finest platforms for corporate professionals from every discipline to develop all the connections that they need to grow and nurture their business. As much as the event is about hard work and taking back valuable insights, it is also about partying and having fun. Club INBOUND organizes a lot of events such as Happy Hours, INBOUND Rocks and various parties throughout the Seaport which let the attendees lounge and refuel, apart from providing them with tons of networking.

#3. Strategize Your Work For Your Time Away

During the time away from your office, you should proactively plan your work in this absence and form a basic layout of how your projects, responsibilities or quotas will be managed in your office. This will help you take your mind away from your work and direct your focus on making the maximum utilization out of these sessions and take as many notes as possible. Doing so will give you a clear headspace about what your goals are, and what actionable tactics you can use to implement them.

#4. Be More “Present” at the Moment, and Less Active on Social Media

INBOUND is one of the largest conferences for marketing and sales professionals, which has seen many eminent personalities from diverse fields in the past, and this time is no exception to this unspoken rule. So, there will be a lot of sessions from where you can gain knowledge and take inspiration from. Hence, you should make the most out of this opportunity and take as many notes as possible so that you can have some form of an actionable strategy which you can apply straight away to implement your goals. You should always focus on taking notes and growing your network connections, rather than being active on social media and posting bite-sized updates about the event all the time. AND LAST….BUT NOT THE LEAST

#5. Stay Hydrated and Active, and Be Ready For All the Action

INBOUND ‘18 would no doubt be a hectic event, with so many activities and events lined up in a jam-packed schedule of two days. There would be many keynote speakers, over 250 breakout sessions, spotlight sessions, and many networking and socializing events at Club INBOUND. With such a tight schedule and so much to do as well, attendees get exhausted and miss out on many crucial aspects of the event. Hence, a great tip for first-time attendees would be always to be active, keep themselves hydrated, and take sufficient rest so that they can gain maximum knowledge and make the most out of the event. By following these tips, you can make the most out of your first-time visit to the event and gain the maximum insight to think differently from your regular inbound routine.

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