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How Conversion Paths Inform Your Inbound Campaign Strategy

 
examining conversion paths


As inbound marketers, we love our data. Today’s digital marketing channels let us track and measure more than any channel that came before it, and we’re actually in a position to pick and choose what we track based on how much it can inform our decisions.

We’re able to monitor—down to the minute—website traffic, leads at each stage of the sales funnel, email open rates, email click rates, landing page views, form conversions, blog views and a lot more. Looking at these numbers regularly will provide insight into performance and indicate where there is room for improvement.



Dirty Database? Clean It Up with Inbound Marketing.

 
hurdle launching inbound strategy

One of the biggest hurdles to launching an inbound strategy for most companies is the existing database of leads. Many of the leads have been accumulated over the years and remained uncontacted except for the occasional sales email, enewsletter blast or tradeshow invite. With a database like that, it’s no wonder marketers who plan to make an investment in marketing software want to make sure they have the right list before they launch.


How to Differentiate Your B2B Brand in 2014

 
b2b differentiators

Having trouble setting your brand apart from your competitors? You're not alone. If your brand isn't a household name, like Amazon or Fedex, you must find other ways to differentiate and capture market share. Millions of companies like yours struggle with this challenge. The key thing to remember is differentiation is in the eye of the beholder. Your customers will decide who gets the sale.


What Marketers Can Learn from OKC Thunder's Content Strategy

 
Oklahoma City Thunder Social Media

Yes, I am an OKC Thunder Fan. I’ve followed Kevin Durant’s journey since his days at the University of Texas, and remain a fan until this day. Although my bias skews in favor of my team, this blog won't be about last week’s game, the MVP race or the finals. Rather, I hope to examine the Oklahoma City Thunder (OKC) brand and how it serves its online community.


How Facebook Cover Photos Enhance Your Marketing Message

 
australia zoo facebook cover photo

You may not realize the impact your Facebook cover photos have. However, they are an important part of getting your marketing message out in a visual way. To get it right, details for photo size and setup are important. Specs for the Facebook cover photo are 849 pixels wide and 313 pixels tall. And remember to leave space in the bottom left corner where your profile picture will overlap.


For B2B Brands Trying To Reach People On Facebook, It’s Complicated

 
facebook

Last month, Facebook once again slashed organic reach for brand pages to what AdWeek (via ValleyWag) is estimating to be a measly 1 to 2 percent. That’s right, all those Likes on your page, well, you’re only going to reach a small fraction of them if you’re not spending money on Facebook advertising. For brands that spent thousands of dollars to gain Likes through Facebook’s ad platform, it’s another blow, one that really hurts because now to reach those Likes they legitimately bought, they’ll have to pay for it.


Guest Blogging: Links in the Copy vs. Links in the Author Box

 
guest blogging backlinks

Many companies are catching on to the fact that backlinks are important for the search engine optimization (SEO) efforts of a company. Head of Google Webspam, Matt Cutts, recently made the announcement that one backlinking tactic, guest blogging, was finished. But the truth is it just needs to be done correctly.


The Opportunity for Bold Manufacturing Marketers

 
content marketing is not an assembly line

We specialize in a few industry verticals, one of them being specialty manufacturing. Not just because we have experience marketing for manufacturing companies, but also because we are excited about the potential for growth through inbound marketing. Our experience has been frustrating at times, however, due to a reluctance by Marketing to embrace customer-centric content marketing as a replacement for traditional product-push tactics. Let's take a look at some of the challenges for manufacturing companies and back it up with some data.


7 Must-Dos When Updating Your LinkedIn Business Profile

 
social media linkedin

You know the benefits of promoting your business on social media and have set up an attractive and informative LinkedIn page for your business. And that’s a good thing. But don’t think you can sit back and watch your business grow as a result. Your LinkedIn business profile needs to be as dynamic and current as your business if you want it to drive more customers to your website and help convince them to spend money once they’re there.


5 Qualities to Look for in Your Next Content Hire

 
hiring content creators

When Kuno Creative hired me, I officially became the sole member of the agency’s Content Department. Over the past two years, that department has grown to include more than a handful of in-house creative members with the certainty of a few more over the coming months. Yes, we are hiring—aggressively. As the need for quality content continues to grow for businesses, so, too, does our need for talented writers.


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