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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 How can he expect to bring in clients when his data is so outdated?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.

Why Inbound Marketers Need to Consider Paid Content Distribution

Sandy Moore
Posted by Sandy Moore

In 2016, getting results from your content has never been tougher. Creating content is tough enough. There should be a support group for writer’s block. But today, once the content is created, there is still more work to be done.

There is a lot of competition out there, and anyone with a small budget and a bit of time can set up a website, publish blog posts, create social media accounts, and get their content syndicated and distributed to various free platforms. And many do.

To rise above the clutter, not only do you need to create valuable and worthwhile content, you have to keep doing it to meet and even exceed reader expectations. Additionally, the need for highly personalized content is increasing, and is even expected.

4 Steps to Becoming an Effective Healthcare Thought Leader

Lara Nour Eddine
Posted by Lara Nour Eddine

These days, everyone seems to be an expert in something, especially when it comes to healthcare. Whether it’s unsolicited advice on child rearing (to swaddle or not to swaddle?) or the never-ending debate on getting the flu shot (just Googling it provides results on both sides of the fence), everyone has an opinion that is backed by a source they swear by.

So who are these omnipotent healthcare advisers? Are they credentialed, experienced healthcare professionals, or just someone looking for fame? Patients want to cut through the noise for an opinion they trust — a thought leader, not someone looking for attention.

3 Tips for Creating Engaging Paid Social Media Campaigns

Casey Newman
Posted by Casey Newman

You’re a master content creator. Blood, sweat and tears have gone into your latest creation, and you’re positive the leads will be rolling in. You sit back in your chair, prop your feet up on your desk and wait. And wait. And wait.

Where are those leads?

Sometimes, no matter how much work you put into a piece, the leads don’t come in as quickly as you’d like. That’s not to say your work wasn’t great (it probably was, you’re a master at your craft, after all), it might just need a little boost in the form of paid media.

But be careful. Just because you’re paying to promote a piece doesn’t mean you can throw caution to the wind and abandon all the inbound techniques you know and love. Consider these tips for creating engaging paid campaigns.

How to Get Your Sales Team On Board With Your CRM

Sandy Moore
Posted by Sandy Moore

It’s no secret. Sales reps aren’t particularly fond of Customer Relationship Management (CRM) systems. They’d rather be playing the field, meeting new people, chatting it up with prospects … not tied to a desk learning how to use new software or inputting data. And like rebels, they aren’t afraid to revolt against CRM adoption initiatives. In their minds, every minute spent fussing with CRM is a minute that could have contributed to their next sale.

But they’re missing the bigger picture:

CRM systems actually help salespeople sell more, sell better and sell faster.

SUGGESTED RESOURCES

Learn how to Get Started with Inbound Sales
Download the High Performing Websites Guide
Inbound Marketer's Paid Media Guide
Download the SaaS Marketing for CEOs Guide