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The New Marketing Mix: Leveraging 8 Tools for Your Digital Marketing Success!

Posted by Mary Jo Preston on Oct 2, 2014 12:00:00 PM

marketing-mixWe just got back from attending Inbound in Boston and I am amazed and overloaded with so many great takeaways from the speakers. One of my favorites was sitting in a session with Paul Roetzer whose topic was on Metrics that Matter. Lots of great takeaways here and one stat really stood out. According to Capgemini Consulting, 90 percent of companies lack the necessary skills to capitalize on the digital world of social media, mobile, internal social networks, automation, and analytics. That means a majority of companies run the risk of falling behind as the digital world surges forward and continues to adapt to customer behavior and consumer demands. Customers are online, and that is where successful companies must go.

The digital world continues to change, and the marketing mix has just gotten impressively bigger, but it is also better. Every business can leverage digital marketing to grow. Here are the tools you need to bring your customers to your website, engage them, convert them, and keep them happy.

Bring More People to Your Website

Digital Ads:
Digital ads are easy and effective ways to attract people to your website, and there are a number of different types of digital media options. Pre-roll video ads play before the growing amount of video content online, you can run ads on social media sites, through Google and other search engines, and mobile ads to capture those customers who use their phone like a computer. Ad networks allow you to effectively pinpoint your audience, based on interests, job titles, market or niche. When using these ads to compliment an inbound marketing campaign, you will drive more customers back to your website, offer or product.

Search:
Organic search is a great way to bring new customers to your website and introduce them to your company. Most of the people who discover your site through search are going to be more interested in learning information and researching the problems they are facing than actually buying. This is who you want to begin to build a relationship with, so they will turn to you when they are ready to buy. These people are going to be doing searches based upon particular keywords, and the more you are able to work in those keywords through your blog and website content, the easier it will be for visitors to find you. Adword campaigns are also easy to incorporate into your marketing campaign to help drive traffic towards your site by improving your visibility in searches.

Engage Your Visitors As They arrive and Convert Them to Customers

Automation:
Building a successful digital marketing strategy is about building a relationship with your site visitors. You want to reach out to them at key points in their buyer’s journey and encourage them to continue on towards becoming a paying customer. Marketing automation makes this significantly easier for you. Now you generate automatic, personalized emails based on what page visitors have viewed on your website. You can automatically welcome people to your site and thank them for subscribing to feeds. Those who have viewed your pricing page can receive another email that has been crafted specifically for those who are reaching the decision stage of the buyers’ journey. By compiling information about what your clients are doing on the site, you can create workflows to automatically engage the visitor and convert them easier into new clients. Companies like HubSpot make it easy to set up these automatic workflows and improve engagement.

Email:
There are more than 3.2 billion email accounts today and 95 percent of online consumers use email. It is also worth noting that 77 percent of people prefer email when it comes to marketing communications. Email lets you cultivate your relationship with your customers by sending personalized emails. You can contact them when they reach specific points in the buyer’s journey, as indicated by certain actions on your website. These emails are perfect for opening up lines of communication. Most marketing automation software have this tool built in and make it easy to set up email workflows. Other platforms, such as mailchimp and constant contact also can help you track your leads and reach them with emails at that perfect moment. Emails make it easy for customers to ask questions and get in contact with someone at the company when they are ready to make a purchase. They can also be good reminders to customers about the value of the brand.

Mobile:
Mobile internet usage continues to grow. About 1/2 of all local searches are performed on mobile devices and 73 percent of mobile users search on their phones. If your digital marketing campaign does not take into account visitors who are finding your site on mobile devices, you are potentially losing countless customers. A mobile optimized site will take into account information that mobile users are more likely to want, such as phone numbers or addresses while also offering responsive design.

Websites:
All of these efforts to drive traffic towards your site will not make a difference unless your website is user friendly. When you bring prospects to the site, they are going to decide in about 1/20th of a second whether or not your site is helpful. This is your business' first impression. They will decide if this is a company with whom they are interested in doing business. If they have trouble finding the information or navigating the site, they are just going to leave. You want your design to be fully responsive to your user, so they can view the site easily and with minimal scrolling, no matter what type of device they are on.

Keep Your Existing Customers Happy

PR:
The digital world has changed what customers expect from companies. Customers now want to develop relationships with those behind the business and feel as though their individual needs and questions are being met and answered. Those responsible for engaging with the public must now work to harness this desire for a personal connection and take it to digital media. Customers do not call customer complaint hotlines, they take their problems to Twitter or they post a story about a bad interaction on Facebook. It is up to PR managers to monitor the brand and reach out to customers who have had a bad experience. Correct the problem and show this customer, and everyone who is watching the interaction, that this is a brand who cares.

Analyze Your Campaign, Refine, and Improve It

Analytics:
Analytics tells you what is working, and what is not. Without analytics, you run the risk of just spinning your wheels: wasting time and energy on a marketing campaign that is not producing results. Although 76 percent of marketers realize the importance of analytics, few believe they are doing it well. If you are not analyzing your campaigns, you are missing a huge piece of digital success. The beauty of digital marketing is that you do not even need to wait until the end of your campaign to see how it is going. By measuring the success of your various strategies through Google analytics or other marketing software analytics, A/B testing, and measuring lead conversions, you can monitor your campaigns and adapt and refine them for success as you go.

With these tools, you have the power to build a successful marketing campaign. They will help you drive traffic towards your site while also engaging your visitors and converting them into leads. If you are struggling to get your marketing campaign off the ground, partnering with the right marketing agency can give you the boost you need to start bringing in customers.

What digital tools are you using to achieve marketing success?

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Topics: Digital Marketing, marketing automation

4 Ways HubSpot’s New CRM System Will Transform Sales For Small & Mid-Sized Businesses

Posted by Steve James on Sep 16, 2014 4:30:00 PM

HubSpot CRM What do feel when you look out the window of your home and see someone walking up your doorstep with a clipboard? The first feeling may be fear, the second is likely anxiety, and the third is oftentimes annoyance. Gone are the days when people tolerated disruptive soliciting and selling.

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Topics: Inbound Marketing, HubSpot, Sales, Inbound 14, CRM

Serve Up Sales With Content Marketing

Posted by Jeff Coon on Sep 5, 2014 4:25:00 PM

serving-up-salesI like to think of a great content marketing plan like an exceptional server at your favorite restaurant. There are a few key ingredients that go into creating an effective content marketing plan that serves up more visitors, leads and sales.

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Topics: Content Marketing

Website Redesign: 5 Tips to Create Team Pages People Actually Want To Read

Posted by Andrea Brinkman on Sep 4, 2014 4:42:41 PM

Last week, we had the pleasure of helping our friends and partners with PR 20/20 launch their new website. As fellow inbound marketers based out of Cleveland, Ohio, the PR 20/20 team created exceptional content and imagery while our Stream Creative web team assisted with the design and development of the site. One element of the website that is a favorite of both groups is the team page - highlighting the company’s philosophy of creating a “culture of we,” along with personalized bios and individual / group interests and passions.

pr2020-hubspot-cos-design

The personalities, expertise and ethics of the people that make up a company are as important as the company’s reputation and achievements. Creating a team page that offers unique insight into a company’s culture and character adds value to any site where client / agency partnerships are an important part of business relations. Additionally, it adds a personal element and credibility that builds trust with partners and clients. These are 5 of our favorite elements of PR 20/20’s website team page that are great examples of how to make employees stand out, while exhibiting unity: 

1. Put a face & personality to the name. Most companies include professional photos of key personnel on their team page that will help partners, clients and prospects put a face to the name. PR 20/20 took this feature a step further by not only including a headshot of each of their team members, but personal photos with friends and family to showcase each unique personality. Multiple photos of the team at social functions were incorporated on the site page to display camaraderie, teamwork and most importantly, the fun that the group enjoys together.

2. Explain what has contributed to professional expertise to establish credibility. Rather than including the traditionally, often stuffy bio information, PR 20/20 included individual team member’s “professional moments”, “favorite moments” or “fun facts” both personally and professionally to allow their staff to highlight skills, areas of expertise and other industry credentials. 

3. Include fun, personal passions and interests that make individuals approachable and showcase personalities. Each individual team member’s page includes a listing of personal passions and interests that correspond with photos of friends, family and hobbies. The value of including interesting personal information makes the individual more approachable to the reader - offering possible commonalities and interests. The bottom line is that it portrays the company as a group of real people and will likely give clients and prospects something to talk about next time they chat with their PR 20/20 partner. 

4. Include personal social media handles or links. A company is only as strong as its team and this philosophy shines through when a team member shares their expertise via social channels. While it’s important to position a company as an industry expert, oftentimes team members have much to contribute via their personal blogs, relevant publications and other content they read or research on a daily basis. The information shared through an employee's personal social channels is a reflection of the company’s expertise as a whole. Including an employee’s personal social handles or links is a great way to encourage readers to get to know your staff and the knowledge they offer, by following their daily postings.

5. Encourage team members to provide descriptive quotes for their colleagues’ pages – further showcasing personalities, expertise and work ethic. One of our favorite elements of the PR 20/20 team page is the “testimonial” quotes fellow team members provided for each individual’s bio page. The quotes not only represent who the employee is as an individual, but also the strength of their individual role and incredible value they bring to the team (as told by their colleagues). 

Team bio & about pages are one of the most important components of any website. PR 20/20 did an incredible job putting a face to the personalities that make up their team, allowing website visitors to view the “realness” of their company. Adding a human touch can help build credibility and position your company and its representatives not only as thought leaders, but partners that clients and prospects will respect. 

How can you add greater personalization to showcase the expertise and unique personalities of your team on your company bio or about page?

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Topics: Content, Inbound Marketing, HubSpot, Web Design and Development

4 Ways Marketers Can Use LinkedIn To Build Buyer Personas

Posted by Andrea Brinkman on Jul 22, 2014 11:50:00 AM

4 Ways Marketers Can Use LinkedIn to Build Buyer PersonasBuilding buyer personas is one of the critical first steps to developing and implementing a lead generating marketing campaign for your business or client. Identifying your ideal customer and interviewing key individuals or groups of individuals who align with the characteristics of that ideal customer, is the spot-on way to gather information needed to create the most detailed persona outline. Individuals or groups may include current customers, prospective customers, and third party networks. Information collected that will provide valuable insight for your persona development may include both demographic and psychographic information, needs, interests, goals, challenges,pain points, social networks used, areas where the prospect interacts with others or does research online, and more.

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Topics: Lead Generation, LinkedIn, Buyer Persona, Marketing Campaign, Inbound Markeing

3 Must-See Elements of Inbound Marketing Week 2014

Posted by Andrea Brinkman on Apr 23, 2014 12:40:00 PM

IMD-blog-image

As if inbound marketing wasn’t exceptional enough as is – it now has its own dedicated week where professionals from around the globe will unite. In partnership with HubSpot and Eventbrite, Inbound Marketing Week will take place June 2nd – 6th, 2014 with a series of events happening globally which will allow professionals to collaborate, share knowledge and ideas, best practices and trends. Whether you'll be hosting your own event or attending one in your area, here are 3 elements to help plan your Inbound Marketing Week:

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Topics: Lead Nurturing, Lead Generation, Content Creation, Content Marketing, HubSpot, Inbound Marketing Week, Inbound Marketing Day

Transform An Old School Skeptic Into An Inbound Believer

Posted by Andrea Brinkman on Mar 26, 2014 9:39:00 AM

Converting inbound skeptics into believers

Day to day, situations present themselves that make human beings naturally skeptical. From weather reports to religious beliefs, aggressive work deadlines, or if a co-workers lunch is actually edible - skepticism represents the absence of knowing all the facts. Information is what converts a skeptic into a full believer.

Like any evangelist, inbound marketing professionals face circumstances where their philosophies and beliefs will be questioned.  Thankfully, the foundation lies in the undeniable proof and statistics that show the impact inbound marketing can make for those who use it successfully. The challenge is effectively communicating facts and examples in a way that is adapted to best make an impact pertaining to the skeptic’s particular service or business. Frank the Tank (Will Ferrell) displays this style best.

If you tap into these 4 characteristics of how an individual’s brain works, you may just transform a skeptic into a believer.

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Topics: Outbound Marketing, Content Creation, Inbound Marketing, Content Marketing, Marketing, Case Studies

What’s Your Marketing Game Plan? 5 Must-Haves To Kick-Off A Successful Inbound Campaign

Posted by Andrea Brinkman on Feb 3, 2014 12:11:00 PM

When it comes to inbound marketing plans, kicking off a new campaign can be intimidating whether you are a rookie or a seasoned player. Change yourgame by identifying the way people learn about your company online, marketing-game-planalign your marketing goals and create the best experience for your prospects. Whether you are planning your first campaign or brushing up on inbound basics, we have 5 must-haves to plan like a pro.

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Topics: Website Analytics, Lead Nurturing, Inbound Marketing, Marketing Campaign, Content Marketing

Experience Inbound Marketing & Sales Conference Roars In To Milwaukee’s Harley-Davidson® Museum

Posted by Steve James on Jan 19, 2014 3:15:00 PM

experience nbound-milwaukee storifyOverlooking a couple beautiful hogs and a steamy Menomonee River, more than 150 attendees joined Stream Creative for the inaugural Experience Inbound conference on Thursday, January 9.  With six dynamic speakers and a room full the brightest marketing & sales minds – we all had a lot to say about the event. Using Storify to help gather the best chatter from the day, we are able to share the event experience and comments that were posted throughout the day. Read them here...  

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Topics: milwaukee inbound marketing agency, Inbound Markeing, Experience Inbound

6 Actionable Take-Aways from Experience Inbound 2014 in Milwaukee

Posted by Steve James on Jan 17, 2014 1:43:00 PM

Experience Inbound MilwaukeeEach year, our Stream Creative team heads to Boston for the annual Inbound conference hosted by HubSpot. The best part about attending the conference is the opportunity we have to meet and network with some of the most creative and talented individuals from around the world. This past November, we came away from the event inspired to bring a similar experience to the sales and marketing professionals of Southeastern Wisconsin. That was when Experience Inbound was born and to be honest, we weren’t sure if anyone would come. Thanks to our event speakers, sponsors and supporters, we were thrilled to have more than 150 attendees join us for the inaugural event. Here are a few of our favorite actionable takeaways our event speakers shared to help boost your inbound efforts in the year ahead.

1. “Traditional marketing is like renting space on someone else’s assets”

Brian Halligan, Co-Founder & CEO of HubSpot

Brian kicked off the morning with a dynamic talk about the future of inbound marketing and sales. He began his discussion by mentioning the brisk walk to the Harley-Davidson® Museum from the Iron Horse Hotel – which in his compliments to the city of Milwaukee he mentioned was the “nicest place he has ever stayed.” He focused on many key inbound facts and areas of consideration including how to build your marketing assets.

Quick Tip: Marketing assets are thought of very differently today than they were 20 years ago, partly because of the way we now live and work. Instead of interrupting your way to get the attention of prospective buyers or clients through “renting space” on someone else’s assets (traditional advertising), how do you pull them in? That can be achieved through increasing webpages, links, keywords, followers, remarkable content, etc. Brian told us to think about building these assets as if you were building a moat around your business.

Watch a video of Brian Halligan’s Experience Inbound keynote presentation, view his slides and read his interview with Jeff Sherman of OnMilwaukee.com.

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Topics: Lead Generation, LinkedIn, Inbound Marketing, Content Marketing, Experience Inbound, Sales

 

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