Madison Marketing Group Blog

A Brief Introduction to Inbound Social Media Advertising

Until recently, advertising was a weird taboo for inbound marketers.

As a sensible alternative to the annoying tactics of traditional "outbound" marketing, Inbound veered away from most forms of advertising along with cold calls, purchased email lists and all the other tired methods marketers had clung to for years.

But as it turns out, when we declared the death of the “old way of doing things,” we ended up throwing a few babies out with the bathwater.

Ads didn’t need to be banished outright, they just needed to get a little smarter.

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A 3-Step, Data-Driven Process For Informing Smart Website Design

Too often, marketers make website design and user experience decisions for the wrong reasons.

A good website should, at once, teach potential customers about your product or service in a way that feels natural, help users find what they're looking for without effort, and help you meet business goals.

Designing a website based on hunches, blind expectations for user behavior or, even worse, the HiPPO, is a good way to put your website at risk of not accomplishing any of those things.

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Why You Should Gate Your Best Website Content

So, you've got a great new piece of content. It's been written and edited. It's been designed and approved. You can't wait to let your website visitors get their hands on it.

Now it's time to push it live. Or is it?

Have you considered gating your content to make it so visitors need to fill out a form before downloading it?

If you're thinking, "Why would I do that?" you're not alone. Many people react this way because their instincts tell them allowing open access to all of their website content will avoid creating friction and get their content to as many people as possible.While this is true on its face, there's a very strong case to be made for gating content. Put simply, it's best to collect email addresses from people who want to download your content so you can continue marketing to them via a lead nurturing workflow or even via advertising.

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An Overview Of Client Segmentation

Digital marketers face a distinct challenge: how to appeal to a set of incredibly diverse clients. While many companies have very defined target markets (Revlon seeks out middle-age women, Columbia attracts outdoorsy folk) we offer services to all sorts of businesses.

Ask me to define our typical client and I’d be hard pressed to tell you. We work with lawyers, accountants, jewelers, and software companies alike. And while it’s great to have such a broad market, for many in the industry it can be tricky to communicate in a way that will resonate with each specific client.

Thankfully, a way exists - Segmenting.

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