Madison Marketing Group Blog

In digital marketing, some things change fast.

In the last few years, businesses invested more in digital, and customers showed a preference toward increasingly digital and personalized experiences, as well as fast service that enabled them to engage on their time.

These trends lend themselves perfectly to inbound marketing—inviting marketers to provide content and advertising that is increasingly tailored to individual consumers or accounts.

Read on for bandwagons worth jumping on and B2B-friendly tactics to consider for your digital marketing strategy.

You’re in the middle of planning content. If you’re already overwhelmed with keywords, topics, and content ideas, analyzing your competitors’ content might seem like one more tedious process.

However, researching your competitors is an opportunity to uncover their strengths and weaknesses and identify topics they either haven’t written about or haven’t written about well.

With this juicy intel, you can seize open opportunities and beat competitors out of search positions by arming the audience with more or better information.

Here’s how to do it.

Websites come in all shapes and sizes, but when it comes to generating quality leads online, optimized franchise landing pages are absolutely essential.

If you’re not familiar with landing pages, these are simply the website pages where your visitors can submit their information in exchange for something. That something could be a whitepaper, demo, or promise that you'll contact them directly.

If you’re intent on building a website designed to attract and convert the serious buyers out there, it’s crucial to make sure you’re leading interested visitors to landing pages they can use to take the next step.

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.

Should your business focus on acquiring leads through an SEM strategy or focus its efforts on improving SEO for lead generation?

For B2B lead generation, the answer isn't always cut and dry.

To get to the bottom of what will be the most effective strategy for your business, you'll want to evaluate the pros and cons of both SEM and SEO against your business goals and the search landscape you're trying to break into.

Read on to explore both strategies and why it may be beneficial for your B2B company to put both into practice.

A lot can change in a few years. Maybe your company rolled out new products. Maybe it shifted its focus on particular services—or finds itself serving different customers.

No matter what’s changed, your marketing strategy needs to evolve accordingly. An important part of that evolution may be updating your buyer personas.

Quality content is the backbone in any inbound digital marketing strategy.

But "content" has come to refer to so much, that it pretty much just means "stuff." Stuff you put on your webpages, stuff that makes up blog posts, and stuff you post on social media.

It's a broad term that can apply to almost anything (website copy, downloadable whitepapers, ad copy, etc.), yet each type of content has its own unique set of features and best practices that necessitate its own creative process.

While creating a full content library covering various topics is still important to generate search traffic, today we're going to focus on creating a gated piece of content, sometimes referred to as premium content or a lead magnet.

Making an investment in a digital marketing campaign centered around the inbound methodology is a long-term play.

It can be a marketing strategy that works while you're sleeping.

You publish great website content that brings people to your website and converts them to leads, use marketing automation to move them down the sales funnel, and reach prospects and customers via email and social media.

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.

You’ve probably heard terms like “inbound marketing,” “content marketing,” and “digital marketing” tossed around but didn’t know precisely what they meant or the methodology behind those strategies.

In this article, we’re going to dig into what inbound marketing is, how it works, and how it differs from traditional or “outbound” marketing.