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Brand & Capture

Our Latest Blog Post

7 Reasons People Unsubscribe From Your Email Marketing

Carrie Dagenhard
Posted by Carrie Dagenhard

Oh, email. It’s one of the top things we professionals love to complain about—second only to traffic, unreliable Wi-Fi connections and the length of time it takes to disembark a plane. (Seriously, though. There’s got to be a more efficient system.)

But as much as we bellyache about our over-stuffed inboxes and ruthlessly delete unreads, we expect our customers to rejoice with each new email marketing communication we send their way. And, somehow, allow ourselves to feel deflated by an ever-climbing unsubscribe rate.

It sure is comfy here in our glass houses.

8 Top Social Media Tips for Manufacturers

Kuno Creative
Posted by Kuno Creative

Did you know a whopping 85 percent of manufacturers report using social media as a content marketing tactic? They are using platforms such as SlideShare, YouTube and Facebook to create inspirational and educational content that indirectly promotes their businesses.

This marketing tactic initiates discussions among customers and prospects, which often results in sales. A good example is the video from A Day Made of Glass that shows the possibilities of glass in the future. Though it does not promote any specific product, it has received millions of views and helped create widespread awareness for Corning, a major producer of ceramics and glass.

Want to up your organization’s digital marketing game? Here are eight top social media tips for manufacturers.

Revenue-Generating Website Design is Growth-Driven and Mobile-First

Lara Berendt
Posted by Lara Berendt

If your business website looks outdated, serves up a confounding user experience, or—gasp!—isn’t responsive, you’ve probably got a redesign in the works.

Should You Pay for Content Distribution?

Carrie Dagenhard
Posted by Carrie Dagenhard

As content creators, we have no choice but to remain humble because every time we publish an article, it’s one of 2 million blog posts being published on the same day. Sure, we possess plenty of SEO know-how and a knack for delivering information in a way that’s entertaining and interesting. But, after vehement denial, mini breakdowns and tearful calls to our moms, we content creators have had to accept a difficult truth: Our talent alone isn’t always enough to generate leads.

This doesn’t mean we’re throwing in the towel, though. Far from it, in fact. Content is still one of the leading drivers of conversions and overall revenue and, thanks to consumers’ love for innovation and wit, becoming even more important. We know someone has to win at content, so it may as well be us.

But how we get the right content to the right people at the right time is evolving. Content distribution is changing, and some channels are expecting you to pay.

How to Make SaaS Inbound Marketing Work for Multiple Personas

Kristen Hicks
Posted by Kristen Hicks

When your SaaS product gets into the hands of the right people, it can make a huge difference for them. You’ve seen it. If you can get those people who really need what your software can do to the point of trying it out, then the hardest part of your job is done.

You already know inbound marketing can help with that, but there’s still one big problem: The “right people” for your product don’t fit neatly into any one category. Maybe your software is equally useful for B2C and B2B customers, or maybe it can serve different but equally valuable purposes for different demographics.

You want to make sure your SaaS inbound marketing campaigns are designed with your audience top of mind, but how can you make sure you reach everyone with relevant information when their needs and concerns are different?

While it’s tricky, it can be done. Here’s how.

Why Smart Inbound Marketers Choose Growth-Driven Design

Callie Hinman
Posted by Callie Hinman

Pretend for a moment that your website is a living, breathing person. A sales rep. Your most active and enthusiastic sales rep.

Now let’s say that this sales rep is out in the field, marketing your product or service to potential customers, and he’s communicating stats and specs from two years ago. Stats and specs that pale in comparison to your competitors’ current offerings, a fact that is confirmed easily by a quick Google search. How can he expect to bring in clients when his data is so outdated?

That is exactly what is happening when you allow your website to remain unchanged for (on average) 1½ to two years.

6 Website Usability Issues That Foil Your Inbound Efforts

Lara Berendt
Posted by Lara Berendt

Inbound marketing involves a lot of moving parts. People move through your content from browser to app to inbox and back again, expecting a consistent, intuitive experience at each engagement.

It takes awareness and some behind-the-scenes coordination to pull this off. If the user experience is compromised as people interact with your content from platform to platform or device to device, it can undermine your brand and put conversions at stake.

On the flip side, if you remove barriers to let people engage with you and your content seamlessly throughout the buyer journey, you’ll be better positioned to turn leads into sales, and you might even build a community of loyal advocates along the way.

Let’s explore some common usability issues that can hinder your inbound success.

How to Drive Leads with Foundational Healthcare Content

Kristen Hicks
Posted by Kristen Hicks

Is your hospital website an online destination? It’s important that your website help patients who already know you and just want to check your address or phone number. But if you care about brand awareness, your website needs to be so much more than that: It should be a place where people return again and again because they know they’ll always find something of value.

As a healthcare marketer, you can take a few key actions to build your website into a destination. You can find the full list of them in our recent eBook on developing a healthcare marketing strategy, but one of the most important items to tackle is creating foundational content.

How to Delight Your Website Visitors

Karen Taylor
Posted by Karen Taylor

Pharrell Williams wrote and sang dozens of songs you never heard of before he produced one that we couldn’t get out of our heads. In 2014, his “Happy” video went viral. Why? Because it actually made people happy.

Did you know that websites can do the same thing? While you may believe the tech world’s equivalent of Debbie Downers, who say technology is making us all miserable, there’s been some research that says technology is making us happier.

Now, a new study tells us why—and how companies can leverage this insight to boost their websites’ happiness quotient. To understand what makes people happy online, Change Sciences conducted a study of about 8,000 people using 250 leading sites, including ecommerce, entertainment, health, travel and finance. It conducted observational research to look for patterns that produced smiles, “aha” moments, lost-in-the-flow moments, or anything that contributed to a happiness sensation. The study discovered some interesting insights about how to boost happiness online.


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