Inbound Marketing
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Inbound Marketing
Inbound Marketing in a nutshell: Give very useful information to people so that they could come back to buy stuff. It also includes organic tactics to convert traffic into customers. The 3 big parts of Inbound: 1. Content Strategy (http://www.scoop.it/t/content-strategy-et) 2. Content Marketing (http://www.scoop.it/t/content-market-by-et) 3. Customer Conversions (http://www.scoop.it/t/seo-conversions)
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How to Find, Assess, and Hire the Modern Marketer

How to Find, Assess, and Hire the Modern Marketer | Inbound Marketing | Scoop.it
The best candidates think more like engineers, architects, and scientists.
Edwin Tam's insight:
Finally, marketers need to be less fluffy then ever.  Some good questions to ask: How do you approach decision-making as it relates to marketing planning and investments?What is the difference between metrics and analytics?What analytic approaches have been most beneficial in your marketing efforts?How would you describe “marketing data”?What role does technology played in marketing?How does marketing deliver value to the organization?How has data and analytics changed for marketing?What type of advanced analytic techniques have you been exposed to in your marketing career?

 

About freakin' time. 

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How We Grew Crazy Egg to 100,000 Users With A $10,000 Marketing Budget

How We Grew Crazy Egg to 100,000 Users With A $10,000 Marketing Budget | Inbound Marketing | Scoop.it
When my co-founder and I started Crazy Egg, we had barely enough cash to support the business. We didn’t have a ton of paying customers, and the business
Edwin Tam's insight:

And the story goes on to talk about how they used:

1. Ads on low paying sites (such as CSS Galleries)

2. List of news blogs  

3. Business partnerships

4. Speaking at conferences 

5. Freebies to bloggers 

6. Sharing their product to get more of the product 

7. Content Marketing

 

Worth a read for startups that want traffic.

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5 Pinterest Stats To Consider

5 Pinterest Stats To Consider | Inbound Marketing | Scoop.it

I miss summer already but I’m trying not to dwell or be miserable. Especially because where I live we’re having a pretty fantastic October!

There is a silver lining though, one thing we all have to look forward to are the Holidays!!

Have you begun to plan your holiday season campaign yet? If not, don’t despair, there is still time.

Lets take a look at some interesting Pinterest stats to see if we can’t get inspired.

Edwin Tam's insight:

I've heard of Pinterest being the next big shopping thing (and I can see why with the pretty images). But I've often struggled with the stats bit... now, @Gillian has kindly compiled 5 interesting stats to consider.


Personally, I think stats 2 and 4 are the most important when presenting to clients:

"2) Pinterest buyers spend more money, more often, on more items than any of the other top 5 social media sites.

I think that this stat really speaks for itself. Obviously if Pinners are spenders, then you’ll want to hang out with them.

...

4) Pinterest generates 4x more revenue (per click) than Twitter and 27% more per click than Facebook. 

Pinterest is often referred to as a “top of the funnel” channel. It sends so much more traffic (new, potential customers) to your site and as such is a strong lead generator. Its “top of the funnel” qualities are what make it so attractive to online sellers."

 

I'd like to see Pinterest demographics so that I can recommend the channel to clients. 

 

Image from http://www.pinterest.com/skybe/food-that-i-like/

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Does Your Content Neglect the Middle of the Marketing Funnel? - Business 2 Community

Does Your Content Neglect the Middle of the Marketing Funnel? - Business 2 Community | Inbound Marketing | Scoop.it

When creating a content strategy, understanding the marketing funnel is your number one priority. If you’re not already familiar with the marketing funnel—also sometimes known as a sales funnel—there’s a good chance you’re losing many of your potential buyers. Before we take a look at where most content marketers lose the bulk of their qualified leads, let’s take a look at the anatomy of a marketing funnel.

Edwin Tam's insight:

Middle of funnel content should be educational and evaluation type content such as case studies, whitepapers, features... the kind of information where users will need to take time to study and understand.* 

 

Is Middle of Funnel content easily glossed over? 

 

* The difference lies in the type of content at Top of Funnel (content to define the user's questions and problems, as well as inform to a lesser extent how to address those problems) and Bottom of Funnel (offers, discounts, free consultations etc).  

 
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Inbound Marketing Ain’t Dead Yet - Business 2 Community

Inbound Marketing Ain’t Dead Yet - Business 2 Community | Inbound Marketing | Scoop.it

The marketing world has been abuzz with articles about content marketing – what it is, how to do it, what it means for the fate of humanity, etc. – for years. Some think we’ve now indoctrinated this strategy into our marketing “Best Practices” and successfully shifted the paradigm. Read: it’s old news.

eMarketer recently reported on a new study from Ascend2 and Research Underwriters that suggests, however, just because we’ve been talking about the content marketing craze for forever-and-a-day, we may not know how to do it. The study found that the creation and marketing of content was both the most effective and the most difficult inbound marketing tactic for both B2C and B2B marketing professionals to execute...

Edwin Tam's insight:

"Nevertheless, marketers always must be prepared and flexible to meet consumers’ desires for new forms of content. The principles of inbound marketing – providing value before asking for or taking it – aren’t going to change." 

 

In addition, the article also makes a case for using marketing automation to identify what content works and doesn't work. Thoughts? 

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Irrefutable Proof That Inbound Marketers Need A Major Reality Check

Irrefutable Proof That Inbound Marketers Need A Major Reality Check | Inbound Marketing | Scoop.it

Now I don’t know about you but being the sports fanatic I am, I am often in need of a “reality check” for sure. I think most sports fans need this from time to time as too often we get caught up in the hype or hyperbole of a given athlete or team.

 

It would appear that those who live, play and dwell in the inbound marketingworld need to be “reminded of the state of things in the real world.” At least that’s the conclusion I drew from reading the findings of a study conducted by InsideSales.com which revealed that one sale lead after another is essentially being wasted as far too many in the position to respond to those leads – AKA sales folks, simply are out of tuch when it comes to reality.

 

Edwin Tam's insight:

Are you selling versus do you think you're selling? 

 

While Inbound Marketing can send leads to the sales team, it's incumbent* on the sales team to reach out to the lead as quickly as possible -- whether it's via email, phone or whatever. 

 

Sounds like we'll have to think of pushing the sales team a little harder now. 

 

* Heh, always wanted to use that word. 

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Brian Jensen - Google+ - Blog Commenting: Building Authority & Relationships As I…

Brian Jensen - Google+ - Blog Commenting: Building Authority & Relationships As I… | Inbound Marketing | Scoop.it

Why blog commenting is important 

We've all read that awesome blog or post comment where it was impossible to resist clicking through to learn more about the author.  

While the vast majority of blog comments have a nofollow attribute, moving away from link equity, I think we can all agree that insightful comments can be an effective way to establish authority, build relationships and act as a viable traffic acquisition channel.  

While the mediums may evolve for blog commenting, the purpose of providing real value and thought leadership remains the same...


Edwin Tam's insight:

We know how commenting on blogs can help you. But why would you comment on blog posts? 

 

I comment on blog posts when I disagree, want to find out more, and discuss the assumptions and conclusions. Moreso than doing the usual "good job!" bullshit that perpetuates blog comments. 

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77% of paid ad campaigns aren't worth the spend [data]

77% of paid ad campaigns aren't worth the spend [data] | Inbound Marketing | Scoop.it

Brands continue to spend more on paid ad campaigns in 2013, but those investments might not be driving the clicks and conversions they need to justify investments. Tech media company Sticky recently published aninfographic revealing the sometimes-disappointing results from PPC ads.

According to its data, consumers see less than 23 percent of ads, which means 77 percent of all the digital content marketers purchase is rendered ineffective.

Edwin Tam's insight:

Only 23% of paid ads get seen by customers?? That's quite inefficient and resonates with my gut feel on paid ads. 

 

That's not to say that paid ads (or Outbound Marketing) are entirely useless. Personally, I think it's best used in short bursts -- maybe at the start of a campaign -- and in small amounts (perhaps 20% or less of the budget). 

 

So now you can challenge the media guys if they say that you need paid media to drive awareness. Or at least, crack the whip to make them work harder than before. 

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Case Study: White-Hat Link Building in the Gambling Industry

Case Study: White-Hat Link Building in the Gambling Industry | Inbound Marketing | Scoop.it

During 2012, Google clamped down on poor link building tactics, eliminating directories, article submission sites and adjusting the criteria for natural links. Consequently, the gambling industry has been facing the daunting task of restructuring its content marketing and SEO initiatives. Abusing article directories and paying for guest posts with key-word rich anchor text no longer cut the mustard.

Alongside brand building through social media and delivering value-added content, white-hat link building is high on the agenda to restore rankings. But it’s often dubbed mission impossible by gambling marketers.

Traditionally, gambling websites are short of linkable assets. First-party games often constitute a casino’s most valuable content, but they’re developed infrequently and reputable websites are hesitant to link to gambling-related content because of the social stigma attached to the industry.

White-hat link building (an admittedly contentious term) is possible. In this post I’m going to outline four strategies that I have obtained from my experiences of content marketing – specifically ‘guest posting’ for want of a better term – for a gambling affiliate website.

 

Edwin Tam's insight:

I like how this case study lays out a step-by-step approach to creating and distributing content. It's generally a lot more complex but damnit the fundamentals are quite sound. 

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