Each year, BuzzSumo uses data from its trending content software to identify the kinds of B2B content that get the most shares and likes.
This year’s B2B content report just came out, and BuzzSumo identified six types of B2B blog posts and articles that consistently outperformed the rest in their research:
Each year, BuzzSumo uses data from its trending content software to identify the kinds of B2B content that get the most shares and likes.
If you’re a small to mid-sized brand, competing with industry heavyweights online (and elsewhere) can seem like a virtually impossible task. Search for any popular product or service and it doesn’t take long to realize big brands have a chokehold on the basic keywords people are searching for.
Depending on what these keywords are, this big brand dominance can consume the entire front page of results and beyond.
You’re ready to take the plunge and get started with an inbound marketing plan for your company. You've decided the best approach is working with a strategic inbound marketing agency, but what do you look for when hiring an inbound marketing agency?
This post reviews five simple criteria to help you choose the agency that fits best with your company and goals.
As a digital marketing agency, we’ve learned that inbound marketing works across different industries and for different companies. But we also realize that different industries, companies, and target buyers are all different in how they can find the most success with inbound marketing.
We don’t follow a formulaic approach to put our clients on the path to success. Clients who partner with us end up with a strategic, tailored digital marketing plan built on a firm understanding of the client’s persona, goals, and digital needs.
Read on to learn how we helped one client, The FDA Group, exceed their goals through inbound marketing using HubSpot.
If I were to ask what the most important page on your franchise’s company website is, I’d be willing to bet most companies would respond with either:
- “Our homepage, of course,” or
- “Our franchise landing page—that’s where visitors are converting on the site.”
While no one page is far and away more important than others on your website, one that seems to fall by the wayside all too often is the “About Us” page.
Want to reach out and present your franchise opportunity to a wider audience of prospective business owners?
I’m willing to bet that you’ve signed up for an e-newsletter or two in the past. I’m also willing to bet that you’ve unsubscribed from an e-newsletter or two. It’s probably not surprising to you, then, to find out that most people unsubscribe from e-newsletters for one of the following reasons:
- Too many emails!
- Too salesy!
- Boring content
- And the worst - all of the above
It’s pretty easy to figure out what we don’t like from company newsletters, but determining how to write a newsletter that people want to read can be a little trickier.
Let’s set the scene:
Your company recently committed to focusing on an inbound marketing strategy, including a much-needed website revamp. In keeping with the inbound methodology, you are busy writing new web content that focuses on solving your potential customers’ problems rather than positioning information about your company and products or services at the forefront. But then you run into a problem...if you don’t put the focus on talking about your company, how are your potential customers going to build trust in you and how are you going to stand out from your competition?
This post examines a common mistake franchisors make with their paid advertising campaigns - dropping ad clickers on a bad landing page. Don't worry, we also explore how to fix it.
It’s easier than ever for businesses to design professional-level websites that fit any budget.
What’s more difficult is turning those websites into lead generation tools you can use to grow your franchise.
While great web design is essential for branding and navigation, it’s the site's content that ultimately attracts the attention of search engines and prospective franchisees eager to learn about the opportunity.
Whether you’re building a new franchise website from scratch or looking to make content improvements that push curious visitors into your sales funnel, the first step to creating a franchise content strategy is defining your ideal prospect in full detail.
How can you make sure your franchise website is ready for inbound marketing?
Oftentimes, franchisors looking to add new digital marketing tactics mistakenly believe they can simply tack on such strategies to their existing website and achieve optimal inbound marketing success.
But because inbound marketing strategies in particular work to drive targeted traffic to your website and then convert and nurture them all the way until they buy a franchise (and beyond), it is essential that your entire website is set up to enable success before you just start blogging.
This post provides a short checklist to make sure your franchise website is truly inbound-ready.
Whether you’re a salesperson tired of wasting time with tire kickers, or a company director looking for a solution to your sales team’s frustrations, franchise web portals can be a mixed bag of emotions for companies struggling to attract quality leads.
Selling franchises isn't what it was years ago. Although referral networks and franchise brokers are still very viable lead generation channels, a new source has taken the top spot. According to Franchise Update’s 2014 Annual Franchise Development report:
Pay per click advertising has been a go-to marketing strategy for franchisors looking to sell their opportunity for years. While it works better for some than others, one of the best things about PPC is that unlike other components of content marketing, which involve lengthy periods of planning and discovery, pay per click only requires you to know what serious buyers are searching for on search engines.
Eye-catching headlines, concise one-sentence summaries, and wisely chosen keywords can be very effective when combined with an equally attractive and compelling landing page on your company website.
In addition to being relatively straightforward, PPC can be very cost effective when done correctly. Whether you’re putting a PPC strategy together for the first time, or haven’t touched it since your first put your first campaign in place, there are a few things to be mindful of if you’re not seeing your ads gain traction.
Companies across all industries are trading out traditional outbound marketing strategies for inbound marketing techniques. Why? Traditional tactics don’t work the way they used to. Outbound marketing (generally) is interruptive. Billboards, cold calls, and mailings send a message, sure, but it is one that falls on many closed ears.
Though outbound techniques allow companies to reach a large audience (you can’t miss a billboard), it’s not guaranteed to be the right audience. The random passer-by or bored channel changer is, more often than not, uninterested in the message they see.
Inbound marketing is designed to attract customers who are interested, to reach only those who want to buy. By honing in on this audience you can save your company some serious time and money.
Here are 4 ways to reach the right customer:
Inbound marketing can work for franchises looking to gain traction when web leads are few and far between, but can be a challenge to implement in-house.
This post will walk through the pros and cons of taking on an inbound marketing program yourself vs. outsourcing it to a dedicated inbound marketing agency.
Inbound marketing has exploded over the last several years, and with it has come an explosion of content across the web.
Since content is the driver of inbound’s success, it’s no surprise we’ve become swamped with it as companies rush to meet the highly informed customer on their own turf.
But inbound’s massive explosion has created a problem as ironic as it is uncomfortable for many content marketers to admit: As more content makes its way out there, it has become more difficult to get noticed amidst the noise.
The idea that you can simply create great content and wait for the right people to stumble upon it fails to take this problem into account.
Growing your audience now requires a promotional component that puts your headlines directly in front of readers who may be looking for answers all over the web.
As a small to mid-size franchising company trying to grab leads online, you know how hard it can be to push yourself to the top of search engine results.
With prospective franchise owners turning to the web more than any other source to find the right opportunity, getting yourself noticed in search engine results is key.
Google is constantly changing the way it ranks search engine listings, but each change they make underscores a very obvious goal: Websites that stay relevant with great content get to shine at the top.
Although I’m using local Madison small businesses as my target here, these tips pertain to any small business around the country looking to attract more eyes to their website through inbound means.
If you’re totally clueless as to what Search Engine Optimization (SEO) pertains to, familiarize yourself with the concept here. Like almost any other dimension of digital marketing, SEO is a dynamic component of a broader ever-changing online environment, so it’s essential to routinely check out what new changes are taking place and reorient your strategy accordingly.
Similarly, this may be helpful to businesses that integrated some SEO in the past and are looking for some ways to update their optimization.
“Man, these leads stink, none of them close,” says the salesperson.
“Sales keeps dropping the ball on all our leads - it’s all credit and no blame with them,” says the marketer.
You’ve seen it before––the age-old divide between the sales and marketing. It’s a feud that can grind your company’s growth to a halt if both teams can’t get on the same page and work in harmony.
According to LinkedIn in 2020, "87% of sales and marketing leaders say collaboration between sales and marketing enables critical business growth."
With the task of driving new business clearly resting on the shoulders of both teams, the question then becomes: How do you bridge the gap and bring these two sides together for long-term alignment that has a measurable impact on your bottom line?
We’ve talked at length about the importance of developing a content strategy built to attract serious franchise buyers combing the web for an opportunity that speaks to them.
The second logical step in the inbound methodology is converting those interested visitors into leads you can nurture through the franchise sales process and eventually close—the final step of the inbound process.
This post will focus squarely on how to create a compelling call-to-action that will earn the clicks of your website visitors, leading them on the start of their conversion path.
What are calls-to-action and how are they used to convert potential buyers?
Simply put, calls-to-action (CTAs) are buttons or links that encourage prospects to take action. Whether it’s downloading a white paper, registering to attend a webinar to learn more about the company, or any other kind of downloadable material or contact form, just about every next step on your franchise website is prompted by strategically placed CTAs. Here's a simple example:
You’ve taken the time to build out your franchise website with a wealth of information you know will attract the serious prospects, but all of that content means very little when there’s no clear next step these buyers can take after getting interested.
I’ve talked about the first vital piece of the conversion puzzle—calls-to-action—and how in many ways, they’re the first step visitors take to becoming a lead.
Marketers have struggled to zero in on truly meaningful metrics for years. Before technology made it possible to track and analyze the performance of your marketing efforts, assessing the team’s impact on sales was extremely difficult if not impossible.
Even with all of today’s extremely powerful digital management tools, many franchisors still find themselves in the dark when it comes to metrics that matter. While it may seem trivial, looking at the wrong numbers can mean sticking to ineffective strategies or failing to realize marketing successes when they happen.
Let’s take a closer look at the wrong way to approach reporting as well as three of the most important metrics you should be paying close attention to each month.
Frustrated with a website that can’t seem to move the needle on franchise sales?
No matter which industry you’re in, marketing a franchise to prospects hungry for the right opportunity requires a unique approach.
Simply put, those who turn to the web to find and research franchisors don’t want another brochure trying to sell them on their offer. They’re looking for an opportunity that speaks to their interests both personally and professionally—a story they can relate to.
What makes your franchise stand out? If you don’t know, that’s a problem.
Inbound marketing results in the legal industry can be difficult to track accurately.
From the client's perspective, choosing a lawyer relies heavily on in-person meetings and consultations to result in a final sale. While digital tactics can be great for leading prospects to an attorney’s office, it doesn't mean closed deals.
With that said, there are two marketing ROI formulas relevant to legal professionals, and the formula your law firm will use depends on which services you offer and your target clientele.
Regardless of the variety of work you do as an accountant or financial manager, engaging with prospects online is an absolute necessity in today’s world.
If you’ve already established a website that hasn’t been generating the amount of business you think is possible, or if you are in the initial stages of crafting your first webpage, it’s useful to start from the perspective of your ideal client.
This post focuses on what you need to include on your accounting website to build client trust and generate leads.
Writing website copy for your business can be a challenge. With constantly changing recommendations for SEO (search engine optimization) and the need to provide a modern and valuable experience for your website visitors, it can be hard to know where to begin.
This post covers four basic best practices to follow when planning and writing copy for your website. And while Google's recommendations for smaller search signals are always fluctuating, you can rest assured that these tips are in line with the bigger picture of how your customers search for, explore, and find businesses online.
Before we dive into why your company needs a content marketing mission statement, I'll share how our digital marketing agency made the realization we needed one for ourselves.
If you feel anything but confident in your value proposition, it's worth revisiting.
Great value propositions offer a clear, concise and compelling answer to a seemingly simple question: Why should people buy from you?
From your perspective, the answer may seem obvious. But in this case, obvious answers are rarely the best. It can take some serious work to arrive at a great value proposition.
To save you time trying to figure out what's missing from yours, we highlighted the common patterns present in the best ones out there to show you what's powering their success.
Here's some recommendations based on we found works best.
Why don't I see my website when I do a Google search?
For such a simple question, the answer sure is hard to nail down.
Google processes 40,000 of our searches per second worldwide, but even the most seasoned search engine optimization (SEO) experts among us can't predict how the search results are ranked any better than a coin flip.
That said, learning the basics of search engine functionality and a bit about how people use search engines will give you a better understanding of the context of the answer to your question, if not the answer itself.
Here's what we do know about Google search, and some possible answers to the question at the top of this post:
For something that can work so well, executing a B2B website content marketing campaign sure can be difficult.
First, you have to figure out to what to write about. It's easy enough to list out your most important target keywords or talk to your sales team to see what customers are asking about.
But then you have to take those ideas and convert them into content that people actually want to read, and that has a chance to make it into potential customers' search engine results.
There's also a sometimes-prohibitive time commitment involved with B2B content generation. It takes a long time to write quality content, not to mention any social promotion, ad promotion, or outreach programs that are part of your post-publishing plan.
So how can you be sure the content you're producing worth the time investment and worthy of search engine placement? These five strategies are typically where we start for our B2B clients that are new to content marketing.
The knowledge of yourself will preserve you from vanity. - Miguel de Cervantes
I'll be the first to admit it: I'm as guilty as anyone on focusing on digital metrics that paint a pretty picture, instead of those that provide real, actionable knowledge.
It's an easy habit to fall into, especially when the knowledge to be gained may not necessarily be something your boss wants to hear.
But here's the good news: as digital marketers, we have access to a wealth of data about how prospects and customers are interacting with our digital spaces. If you can get bad data, you can get good data, too.
Making an investment in a digital marketing campaign centered around the inbound methodology is a long-term play.
Publishing great website content that brings people to your website and converts them to leads, using marketing automation to move them down the sales funnel, and reaching prospects and customers via email and social media is a marketing strategy that works while you’re sleeping. Even better: it's not dependent on a steady stream of advertising dollars.
But it takes time. Google and other search engines give more space on results pages to websites that are already established and authoritative, meaning if you’re just building out your “base” of content, you’re probably not there yet.
If you’re banking on social media to deliver a quick win, the odds are stacked against you. Research shows just half of all content published on the web gets two or fewer Twitter shares, two or fewer Facebook interactions, and zero LinkedIn shares.
As search engines get better at connecting consumers' questions to companies with answers, it’s up to businesses to create the kinds of websites web-savvy consumers want to explore.
For most traffic coming to your website - especially new visitors - the homepage is your site’s front door, the gateway to the network of “rooms” that makes up your website.
Just like in the real world, no one arrives at your house only to admire the door - they want to go inside. The same is true for websites.
There’s no denying that the marketing world is undergoing rapid changes, especially when it comes to digital marketing. It’s no wonder that many companies struggle to keep up. Other companies have trouble finding time to create and manage successful digital marketing strategies because they’re stretched too thin, thinking that having a digital presence everywhere they can is a top priority.
With so many ways to get your company’s message out into the world, and so many people to reach, figuring out a marketing strategy that delivers results for your brand is a challenge, but also essential to the success of your business.
Whether it’s the typical embarrassing relative who shows up during the holidays or the colleague whose jokes simply aren’t funny, we all deal with embarrassing situations that make us uncomfortable.
While strange relatives and cringe worthy co-workers are something we take in stride, you may have a bigger problem on your hands if your teeth clench every time the topic turns to your email marketing results in company meetings.
If you can relate, don’t worry.
High tech product and service sales don’t happen quickly.
They almost always require companies to manage long sales cycles involving careful nurturing at each stage of the process.
More and more, B2B - high tech or otherwise - are relying on web leads as the primary source of potential customers.
This post covers how to write an effective headline with tips you can apply to blog posts, articles, and social media with the intention of earning clicks and generating leads.
Writing a click-worthy title or headline is easier said than done. And generating a lead based off of that click is even more challenging. Read on to learn six things you can do to make your first impression count and keep visitors engaged by providing something worthy of trading their contact information.
No matter what role you play in your company, when business growth slows (or stops altogether) it’s everyone’s job to throw their hat in the ring and find a better approach.
Keeping your franchise website attractive to quality leads can take a lot of work from week to week—work that’s rarely a walk in the park.
Updating your franchise blog, compiling, designing and publishing newsletters, and promoting community involvement through social media channels can be a full-time job.
But hiring a full-time position to tackle the constant need to plan, write, edit, and publish content others are simply too busy to handle on their own sometimes just doesn’t fit into the budget.
Whether you’re in a predicament like this, or are simply looking to get the most value out of your franchise content strategy, outsourcing the work to professionals is often beneficial from just about every angle.
Let’s explore three major benefits outsourcing to an experienced digital marketing agency can provide franchisors looking to generate better franchise leads.
If you're a business with multiple locations (think franchises, restaurants, etc.), you probably found your way to this post because you're wondering one of two things:
1. Should you set up an individual Facebook page for each of your locations? What are the pros and cons of having either one page or multiple Facebook pages for your business?
2. How do you set up multiple Facebook pages for your business?
You're in the right place. Read on to learn the answers to both questions and come away with a better understanding of which direction is right for your business.
Inbound marketing vs. outbound marketing, via Scott Fasser at optify.net
Whether you’re a new franchise company trying to make the best initial investment possible, or an established brand looking to shift your marketing strategy to better reflect today’s market, there are a number of options available to help make the most of the resources you have.