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Start Your Marketing Plan with the End Goal in Mind

Mon, Mar 30, 2020 @ 02:27 PM / by Scott Hasson posted in Industrial Marketing, Industrial Marketing Ideas, Blogging and Blog Content Creation, LinkedIn, Marketing Goals, Budget Strategies

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Start Your Marketing Plan with the End Goal in Mind

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By defining these campaign goals, you will better formulate the message, timeline, budget and results. You will have all of the info ready for your agency to successfully execute your objectives. With your objectives in mind, you can measure the necessary metrics to know if your efforts are working.

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LinkedIn Industrial Marketing Ideas

Fri, Apr 04, 2014 @ 09:36 PM / by Chuck Lohre posted in Industrial Marketing, Industrial Marketing Ideas, Blogging and Blog Content Creation, LinkedIn

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7 essential LinkedIn stats: When to post, what to post and how to improve

LinkedIn Corp. To File For IPO

This post originally appeared on the Buffer blog.

(Thanks to the TNW blog for bringing this great article to our attention. LinkedIn is where our industrial clients hang out and use it to find ou about potential clients, employees or employers. The digital version of six phone calls should be able to let you learn anything.)


A quick glance at a chart of the Internet’s fastest-growing social networks reveals what you likely already knew (Instagram is growing like mad) and what might be a surprise: LinkedIn is the third-fastest-growing social network.

We at the Buffer blog can vouch for LinkedIn’s growth as our blog has experienced a swell in LinkedIn referral traffic over the past year, up 4,000 percent from last year at this time. Part of that has to do with our emphasis on updates and sharing at LinkedIn, another part has to do with the popularity of LinkedIn contributing a larger audience and more eyes to our content.

Together, these factors have made LinkedIn a great source of visitors for our blog, and I’d imagine you might see a similar impact on your own site.

So the question becomes: How best to take advantage of this expanding interest in LinkedIn? Though the network isn’t analyzed in quite the same detail as Facebook and Twitter, there still exist several stats and tidbits that can help you improve your LinkedIn marketing and engage with your followers.

1. LinkedIn sends nearly four times more people to your homepage than Twitter and Facebook

Twitter and Facebook may reign when it comes to social sharing of stories, blog posts, and visual media, but when it comes to direct traffic to your main site, LinkedIn is far and away the No. 1 social referral source.

Econsultancy reported this gap based on a two-year research study involving 2 million monthly visits to 60 corporate websites. LinkedIn’s referrals, which accounted for nearly two-thirds of all social referrals to corporate homepages, nearly quadrupled the second-place Facebook.

  • LinkedIn: 64% of social referrals to corporate homepage
  • Facebook: 17%
  • Twitter: 14%

linkedin chart blog full 520x257 7 essential LinkedIn stats: When to post, what to post and how to improve

What this means:

All sorts of different leads can come from social networks, so data like this is hugely helpful in understanding where these leads are headed. LinkedIn traffic is more likely to head straight for your homepage rather than a satellite page like a blog post or a resource page.

With this in mind, you can optimize your profile with consistent messaging that makes sense for a user who clicks from LinkedIn to your corporate homepage.

For example, see below for how Adobe carries its messaging for its Creative Cloud from its LinkedIn profile (pictured first) to its homepage.

Screen shot 2014 03 23 at 12.50.09 PM 520x329 7 essential LinkedIn stats: When to post, what to post and how to improve

Screen shot 2014 03 23 at 12.49.58 PM 520x368 7 essential LinkedIn stats: When to post, what to post and how to improve

2. The most in-demand content is industry insights

According to numbers from LinkedIn , 6 out of every 10 LinkedIn users are interested in industry insights—the most-demanded type of content among LinkedIn members.

Insights, in general, are quite popular among users. Second to industry insight, company news appeals to 53 percent of LinkedIn members. (New products and services are the third most popular content, with 43 percent interested in this kind of update.)

Screen shot 2014 03 23 at 1.20.56 PM 520x381 7 essential LinkedIn stats: When to post, what to post and how to improve

What this means:

Share your expertise. Be helpful and transparent when you share on LinkedIn, and you will appeal to the majority of your audience.

Industry and company insights should compose a fair majority of your posted content, and the overall content plan should feel relevant and actionable to your followers. As LinkedIn advises:

Your followers are active on LinkedIn because they want to be more productive and successful professionals. Informative, useful updates receive the highest engagement rates because that’s the information members expect from companies they follow on LinkedIn.

3. Avoid evenings, late afternoons, and weekends

If you want to reach the largest number of users with your content, it makes sense to publish when people are around. LinkedIn has found their busiest times to be morning and midday, Monday through Friday.

Business hours, in general, have the largest maximum reach, so you don’t have to be too particular about specific times. Test what performs best for you.

Screen shot 2014 03 23 at 1.32.21 PM 520x361 7 essential LinkedIn stats: When to post, what to post and how to improve

What this means:

Be sure your posting schedule matches up with the rhythms of the LinkedIn audience. If you happen to curate your content in the evenings, you can use Buffer to schedule your posts to go live the following day at the time you choose.

4. Post at least 20 times per month

Once you know when to post, the other big question of social sharing is how often to post.LinkedIn has found that 20 posts per month can help you reach 60 percent of your unique audience.

More posts will naturally lead to a larger percentage of reach, but there will come a point of diminishing returns. A certain percentage of your audience will always be impossible to reach—because they never log on—so you’re really looking to hit those who log on and scroll their top updates. Twenty updates a month will get you in front of 60 percent of your audience, and there’s no guarantee beyond that.

Of course, there are those who have the time, resources, and content to post more than 20 times.LinkedIn’s best-in-class marketers post 3-4 updates per day, which could mean up to 80 posts per month.

Ultimately, the best guideline for posting is going to be this:

Post as many status updates as your content supports.

What this means:

Start with 20 quality posts per month and scale up if you see that a fuller schedule comes with more benefits. As it turns out, 20 posts per month fits well with the suggested times of day to post. If you post once a day for four weeks and skip the weekends, you’ll hit 20 posts on the dot.

5. A single status update reaches 20 percent of your followers

If you want to know who might see what you post, know this: You typically reach 20 percent of your followers with a single post.

Screen shot 2014 03 23 at 1.43.50 PM 7 essential LinkedIn stats: When to post, what to post and how to improve

What this means:

Does 20 percent sound like a lot to you? I guess it depends on the size of your follower list as to how big an impact a 20 percent reach will get. Regardless, you’ll likely want to make a bigger imprint than 1/5, which is why a regular posting schedule can be so valuable.

You will reach more of your audience and extend your reach as you post more often.

6. Help your employees help you (they’re the most engaged)

Engagement on your profile can be a big help to those who happen to stop by, and it turns out that your own employees could be the greatest asset to building this engagement.

Employees are 70 percent more likely to click, share, and comment on an update than a typical LinkedIn user.

What this means:

Employers can take advantage of this by making it easy for employees to engage with the content. Send notifications and links every time you post or when particularly important updates go live. Asking for engagement is sometimes all it takes to get your colleagues involved.

7. Learn and optimize from your engagement percentage

All the stats I’ve listed so far give great advice in general terms for how to market effectively on LinkedIn.

Now for some personal advice: Study the engagement percentage in your LinkedIn Analytics, a feature that all company page admins can access. Logged-in admins can find the analytics by clicking the dropdown menu from the blue Edit button in the top right of your company profile.

Screen shot 2014 03 23 at 1.51.05 PM 7 essential LinkedIn stats: When to post, what to post and how to improve

From the main insights page, you can view general information about the visits to your profile, including helpful demographic info that can show you the locations of visitors (helpful for determining which time zones to sync with your updates during business hours), seniority, industry, and even how many visits came from your own employees.

To dig deeper, click on the analytics link at the top of the page, and you can view the complete stats for the updates you share.

Engagement percentage measures the total number of interactions, clicks, and followers acquired for each update you post to your account. In other words, engagement percentage can tell you how many people, of those who saw your update, truly engaged with it.

Screen shot 2014 03 23 at 1.53.04 PM 7 essential LinkedIn stats: When to post, what to post and how to improve

What this means:

Engagement will show you where to improve, grow, and change the way you update to your LinkedIn profile. During your review, note the category of content you posted, who was targeted, and the day of the week and time of day that you posted. This can be helpful for sending an even more optimized post the next time you update.

How might these stats impact the way you use LinkedIn? Which of the above stats have you seen to be true from your experience? I’d love to hear what you’ve observed with LinkedIn; please feel free to share in the comments.


1-28-20 We received an email about this post

"Hey’up there Chuck

Marvellous website :)

I saw you mentioned Buffer’s website on your page:

http://www.lohre.com/blog/topic/industrial-marketing-ideas

That’s a fantabulous resource. In fact, it inspired us to create our own tutorial here:

https://twiends.com/learn/how-to-get-twitter-followers

Would you consider sharing it as an additional link to compliment your page?

Because I always like to 'Tweet others the way you want to be tweeted'.

So if you do link to it, not only would you make me jump for joy - but I’d also happily promote any of your blogs on social media to say thanks.

And hopefully that’d help you land some more traffic.

Hasta luego,

Aeriel"

Thanks Aeriel, we thought your post was well done. Happy to support it.

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Twelve tips for blogging great industrial marketing ideas

Wed, Apr 02, 2014 @ 04:45 PM / by Chuck Lohre posted in Industrial Marketing, Industrial Marketing Ideas, Blogging and Blog Content Creation, Internet Marketing, Business to Business Marketing, Internet Advertising

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12 Inspirational Writing Tips From History's Greatest Authors [SlideShare]
By Matt Burke, Apr 2, 2014 4:00:00 PM
This post originally appeared on theInsiders section of Inbound Hub. To read more content like this, subscribe to Insiders.

We’ve all been there -- staring back and forth between an empty, glowing white screen and the clock as your deadline for industrial marketing ideas crawls ever closer. Would it help to know you’re not alone? Probably not. (They might not be gear heads like us but I'll bet Hemminway, Twain or Jefferson could write industrial copy better than us any day.)

1) William Allen White - Journalist/News Editor

“Substitute damn every time you’re inclined to write very; your editor will delete it and the writing will be just as it should be.”

Though often mistakenly referenced as a quote by Mark Twain, White knows that adverbs can be dangerous if used overbearingly (see what I did there?). Very and similar words can bog a sentence down, and are often used where they shouldn’t be.

Most experienced writers do their best to avoid them. Was that memo you just read veryimportant, or important -- either way, the message remains the same. As Stephen King has said, “the road to hell is paved with adverbs,” and most of us would be hard-pressed to disagree.

2) Ernest Hemingway - Author, Nobel Prize Winner

“The first draft of everything is shit.”

Nothing is perfect, and with writing it’s no different. Things rarely work out the way you want on the first go, whether it’s writing, art, music -- anything. It takes practice, and constant checks and balances to produce a well-rounded piece, as first drafts are meant to be experimented with.

If you’re sticking with the first draft, you’re effectively saying Eh, good enough, so remember to be honest with yourself. In the end, you know your audience will voice their opinions, so make it harder for them to voice the negative ones.

3) Stephen King - Author The Shining,The Dark Tower Series

“If you don’t have time to read, you don’t have the time -- or the tools -- to write. Simple as that.”

Reading and writing go hand in hand (I’m on fire right now). They belong together, and if you don’t actively read, you’re actively limiting your vocabulary and breadth of experience. As human beings, we never stop growing or learning, so if you’re a writer who doesn’t read … well that’s like being a cook who can’t taste. Do yourself a favor and pick up a book and read to learn new diction, or better yet, a new perspective on something. You can only experience so much in your life, but reading opens you to countless settings, experiences, and points of view.

4) Maya Angelou - Author, Poet

“What I try to do is write. I may write for two weeks ‘the cat sat on the mat, that is that, not a rat.’ And it might be just the most boring and awful stuff. But I try. When I’m writing, I write. And then it’s as if the muse is convinced that I’m serious and says, ‘Okay. Okay. I’ll come.’”

Some of the greatest ideas come from accidents. I’m astonished by how many times I’ve accidentally hit gold as a result of throwing my thoughts on a blank piece of paper and free-writing to empty my mind. The trick is to spend 15-30 minutes a day just writing. It doesn’t matter who, what, when, where, or why -- as Angelou says, just write. You’ll be surprised what you can get out of yourself.

Worst-case scenario? You become a better writer.

5) Harper Lee - Author To Kill A Mockingbird

“I would advise anyone who aspires to a writing career that before developing his talent he would be wise to develop a thick hide.”

This one’s pretty self-explanatory. Any writer knows that thick skin comes with the territory, but not only with your audience. When you’re collaborating with coworkers or clients on a piece of writing, it’s best to take the ‘no pride of ownership’ route. The goal, after all, is to produce the best writing possible and being able to handle a healthy dose of criticism -- or welcome it for that matter -- is imperative. Not being able to handle this has ruined many would-be writers' careers before they got a chance to show what they’re made of.

6) J.K. Rowling - Author Harry PotterSeries

“Sometimes the ideas just come to me. Other times I have to sweat and almost bleed to make ideas come. It’s a mysterious process, but I hope I never find out exactly how it works.”

Good writing can’t always be forced. It’s like trying to remember something that you can’t -- the more you try, the harder it is, and taking a break can give your mind the refresh it needs to get back on track. Like I said earlier, sometimes you accidentally happen down a path that you would never be at if you had tried to force it. Writer’s block happens to everyone, from sixth graders to best sellers, so stick with it.

7) Mark Twain - Author The Adventures of Tom Sawyer

“The difference between the almost right word and the right word is really a large matter -- ’tis the difference between the lightning bug and the lightning.”

Sometimes there’s only one way of saying something, and when you can find the perfectway of articulating it, the impact on the reader will be that much more powerful. As any writer can attest, finding the perfect way of illustrating a picture with words can take hours -- even days or months. It may seem insignificant at the time but you only get one chance before your work is published, so make sure it’s the way you want it then, not later.

8) Thomas Jefferson - AuthorDeclaration of Independence, President

“The most valuable of all talents is that of never using two words when one will do.”

This one hits home, doesn’t it? It’s also pretty self-explanatory. Over-explaining is exhausting for everyone, so if you’re able to narrow your difficult thoughts or sentences into a concise one-liner, why take time to fluff it up? Cut the fluff.

9) George R.R. Martin - Author A Song of Ice and Fire (Game of Thrones)

“Writing is like sausage making in my view. You’ll all be happier in the end if you just eat the final product without knowing what’s gone into it.”

George R.R. Martin wrote this on his blog, letting his readers know he’s not one of those writers who has to tell everyone what he’s been writing, and how much he completes each day. It doesn’t matter how you get to the end, all that matters is who’s reading it and if they’re enjoying it.

This is important, because too many writers today worry about the process, but sometimes, there isn’t a strict process to adhere to. The more you write, the more you’ll find you have to say. It doesn’t matter how many times you’ve changed a line, or word -- the only one your audience will remember is the one you chose to use last.

10) F. Scott Fitzgerald - Author The Great Gatsby

“Writers aren’t people exactly. Or, if they’re any good, they’re a whole lot of people trying so hard to be one person.”

Writers need to be everyone. That’s the task they embody -- the best writers know how to get inside the heads of their audience, and the voice they’re trying to portray. They’re able to cut away from the norm or common denominator to give their topic a well-rounded appeal. F. Scott Fitzgerald was able to do just that by getting in the head of Gatsby narrator Nick Caraway, without which, the novel would never work. Goes to show you that the little things matter, and connecting to your audience is paramount.

11) Neil Gaiman - Author The Graveyard Book, Coraline

“The main rule of writing is that if you do it with enough assurance and confidence, you’re allowed to do whatever you like. So write your story as it needs to be written. Write it honestly, and tell it as best you can. I’m not sure there are any other rules. Not ones that matter.”

Writing is tricky. On the one hand, like Gaiman says, there are no rules. You can write anyway you want to. On the other hand, there are a lot of rules, so it generally helps to play it straight down the middle.

The key word here is honestly. Writing honestly is one of the most powerful ways of affecting your audience, instilling trust in your words and more importantly, your ideas. All writers run into difficult comments or criticisms, but if you can look in the mirror after it all and be proud that you tackled the subject in an honest, confident way, you’ve done your job.

12) William Faulkner - Author As I Lay Dying

“Don’t be a writer; be writing.”

This is one of the shortest, most powerful quotes there is on writing from the late, great, William Faulkner. Too often, writers focus on the person behind the story, but great writing doesn’t translate into how many published works you’ve created. As a writer, you need to be writing constantly in order to hone your craft.

The simpler explanation: If you aren’t writing, you’re not a writer. It’s not about your title, but your actions.


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When was the last time you cried over your industrial marketing idea?

Sun, Mar 30, 2014 @ 10:05 AM / by Chuck Lohre posted in Industrial Marketing, Industrial Marketing Ideas, Industrial Advertising, Industrial Branding, Industrial Marketing Advertising, Creative Industrial Marketing and Advertising

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‘Write What You Know’ — Helpful Advice or Idle Cliché?

Bookends, Book Review New York Times, March 25, 0214

By Zoë Heller

(Thanks Zoë for reminding us that we do have good industrial marketing ideas. We just have to cut the crap and speak our emotions. That's the only thing that has worked in the past. If a committee is part of the creative process, you might as well forget it.)

You should write what you really know — as opposed to a slick, bowdlerized version of what you know.

I was in grade school when I first encountered the adage about writing what you know. It concluded my teacher’s tactful comments on a story I had written about an 18th-century highwayman. Stung by her tepid response, I rejected the advice out of hand. How ludicrous, I thought. How limiting! What about science fiction? What about fantasy? What about any writing that travels beyond the borders of the author’s sex or race or age?

Several decades on, the agony of my teacher’s criticism has somewhat abated, and I can see a little more of what she was driving at.

The first mistake I made as a schoolgirl was to assume I was being asked to write exclusively about things that had happened to me. In fact, the injunction is only to know; the business of how you come by your knowledge is left quite open. You can mine your own life, yes. But you can also sympathetically observe other people’s experiences. You can read and research. And you can use your imagination. What good writers know about their subjects is usually drawn from some combination of these sources. The problem with my highwayman story, it seems safe to say, was that I had drawn on none of them. It didn’t necessarily matter that I had never robbed a stagecoach. But it did matter that I had not troubled myself to find out, or even partially imagine, anything about what robbing a stagecoach might entail.

The other, subtler error I made — and continued to make for a long time afterward — was to suppose that translating experiential knowledge into fiction was a simple, straightforward, even banal business. For most writers, it actually takes a lot of hard work and many false starts before they are in a position to extract what is most valuable and interesting from their autobiographies.

In “The Enigma of Arrival,” V. S. Naipaul describes the momentous journey he made shortly before his 18th birthday, from Trinidad to England. The long voyage — Port of Spain to Puerto Rico to New York by air; New York to Southampton by ship — seemed to present rich material for his writing, and he eagerly wrote down his observations in a special writer’s diary. But years later when he came to examine this document, he saw that he had excised all the most interesting elements of what he had seen and felt, deeming them insufficiently literary — out of keeping with the “elegant, knowing, unsurprised” writer’s personality he wished to assume. The family farewell at the airport in Port of Spain; the cousin who took him aside to tell him confidentially that he should sit at the back of the plane because it was safer there; the squabble on board the ship, when a black man was assigned to his cabin and complained that they were being lumped together because they were both “colored” — all of these scenes were absent, as was any acknowledgment of his loneliness, his panic, the “rawness” of his nerves. What he had recorded instead were those incidents and bits of dialogue that seemed to confirm an idea of the grown-up world he had gathered from books and films. “So that, though traveling to write, concentrating on my experience, eager for experience, I was shutting myself off from it, editing it out of my memory.”

Most writers have, for reasons of diffidence, or snobbery, or fear of exposure, done the same thing at some point in their writing lives — unconsciously censored themselves and thrown out the wheat, mistaking it for nonliterary chaff. In this sense, the reminder to write what you know — what you really know, as opposed to a slick, bowdlerized version of what you know — continues to be pertinent advice, not just for 11-year-old schoolgirls, but for writers of any age.

Zoë Heller is the author of three novels: “Everything You Know”; “Notes on a Scandal,” which was shortlisted for the Man Booker Prize and adapted for film; and “The Believers.” She has written feature articles and criticism for a wide range of publications, including The New Yorker, The New Republic and The New York Review of Books.

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Today 2 EST - IHS Social Media Industrial Marketing Ideas Webinar

Wed, Mar 26, 2014 @ 10:27 AM / by Chuck Lohre posted in Industrial Marketing, Industrial Marketing Ideas, Social Media

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Complimentary Webinar

Social Media Use in the Industrial Sector

Join IHS on Wednesday for their complimentary Webinar, Social Media Use in the Industrial Sector.

(From their email invitation.)

Register Now

Are your industrial clients satisfied with their social media efforts? Do they know how to engage their audience through social media? Or are they undecided on how social media can help drive their marketing goals?

Attend our webinar and get the answers you need on how engineers and technical professionals — a desirable audience for your industrial clients — use social media for work-related purposes. Learn the reasons why they turn to social media, the platforms they're using and how you can help your industrial clients craft a social media strategy to build brand awareness, drive engagement and reach their overall marketing goals.

Presented by Chris Chariton, senior director, digital media for IHS GlobalSpec, this 30-minute, information-packed webinar will provide the key findings and insights from our recent research into social media use by technical professionals as well as four recommendations for your industrial clients to get the most out of their social media initiatives.

Attend and learn:

  • How social media is not purely for personal use by technical professionals.
  • Why younger professionals rely more on social media than their older colleagues.
  • Where your audience ranks social media as a valuable digital resource for work.
  • How you are sitting on the untapped potential of social media ambassadors.

Register today for this complimentary and highly informative event and help your industrial clients make smart decisions when using social media to reach and engage their audience.

Attendee Bonus:

Attend the webinar and receive IHS GlobalSpec's latest research report,Social Media Use in the Industrial Sector, featuring the data behind how industrial professionals use social media.


Event Title:

Social Media Use in the Industrial Sector


Date:

Wednesday, March 26, 2014


Time:

2 p.m. Eastern
11 a.m. Pacific


Duration:

30 Minutes


Featured Speaker:

Chris Chariton
Senior Director, Digital Media
IHS GlobalSpec 

Get a sneak peek into our research by downloading our Social Media Use in the Industrial Sector infographic

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Dear Sir/Madam, "Revolutionary Industrial Marketing Idea."

Tue, Mar 25, 2014 @ 09:19 AM / by Chuck Lohre posted in Industrial Marketing Ideas, Marketing, SEO - search engine optimization, Blogging and Blog Content Creation

0 Comments

Dear Sir/Madam

Hope you are doing well,

(We get these all the time but this one seems to be catching on to the inbound trend. We'll insert our comments where appropriate.)

Thank you in advance for taking the time out of your busy day to read and consider this. SEO is dead as we know it. The old math of increased back links and stuffing keywords is now a target for Google to identify your site and bury it in the search results. (We never did that.)

SEO is no longer a math problem, it's a human one. Social indicators are becoming key to Ranking and link algorithms are being retired. It's time for you to see the truth about SEO and adjust accordingly. (Still, if you want to be found for a certain keyword, you do have to use it on your page.)

So, here we got a customized Internet Marketing Proposal for you. Here below is the content marketing activities "Monthly Task and responsibilities"

1. Press Release Submissions (Your kiddding me? Give me 200 words on, "particle size reduction.")

2. Press releases, 400+ words written (See above but try, "feinblanking trends.")

3. Unique Articles will be written (Once every ten years we get to introduce a new product, "Is that unique enough for you?")

4. Web 2.0 Properties will be made (Guess it means a Facebook page.)

5. Unique "how to Articles" will be written ("How to get a building certified LEED Platinum," in 600 words.)

6. YouTube channel will be created (Is a free iPhone included?)

7. YouTube videos will be created by Animoto.com (paid) (If you don't know the subject, you can't communicate it.)

8. Will likes, shares, tweets, reedits, and 1+ in order to get natural back links. (Be sure to include Car Tranmission Institute, North American Die Casting Assoc. and Society of Mining Engineers.)

9. Anchor text diversity (will not use exact keywords for back links). (This is a new one on us.)

10. Will get Natural back links by link worthy articles (We do this by republishing educational industry news from our associations.)

11. Will draft & submit 5 articles to Ezinearticles.com (We'd like to but our articles pretty much need to be on the level of a Master's thesis.)

12. Will create Google+ page for your business (I wish Google+ would let Hubspot distribute our posts. We have to do it manually.)

13. Will distribute 15 posts daily via Google+ Page (Oh, my god!)

14. Will participate in Forum (Try creating a LinkedIn Group on "biodegradable hydraulic fluids") and see how far you get.)

15. Will create blog for your website (That's easy enough to do, if you don't include any posts.)

16. Will make 1 post daily on your blog (?)

17. Will bookmark real content to leading 150 Social Book marking sites as dig, delicious (Read Reddits science submission requirements, they need to be peer reviewed.)

18. Will submit your website to 10 leading Web directories as Dmoz.org On-Page work activities "Follow only first month". (There is no such thing as directories.)

19. Meta tags/Title tag changes (Fine.)

20. Keyword research/Analysis (Fine.)

21. Competitor Analysis (Fine.)

22. Analysis by our Paid SEOMoz Program (The blind leading the blind.)

23. Heading tag changes (Fine.)

24. Alt tag changes (Fine.)

25. Interlinking wherever required. (?)

26. Keyword density in site content. (Fine.)

27. HTML Site Map (Fine.)

28. XML site map and Submission in webmaster tool (You can't submit anything to anywhere.)

29. Ror.XML File creation (Fine.)

30. Robots.Txt File creation Extra work activities (Fine.)

31. Google Webmaster tool (Fine.)

32. Google Analytics (Fine.)

33. Html to text ratio optimization (Fine.)

34. Keyword Prominence (Fine.)

Sounds interesting? Feel free to email us or alternatively you can provide me with your phone number and the best time to call you.

Many Thanks

Best Regards,

Monika Singh

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Adwords, Great Industrial Marketing Idea or Black Hole?

Mon, Mar 24, 2014 @ 10:57 AM / by Chuck Lohre posted in Industrial Marketing, Industrial Marketing Ideas, Industrial Advertising

0 Comments

A 'Crisis' in Online Ads: One-Third of Traffic Is Bogus
As Digital Advertising Climbs Toward $50 Billion This Year, Marketers Battle Fraudulent Visitors

By SUZANNE VRANICA
March 23, 2014 The Wall Street Journal

(Thanks Suzanne and Mike for bringing this up again. From the first time we blew $500 of a client's money instantly to the very detailed effort we make now to limit exposure by adjusting: geography, time of day and negative keywords. We only use adwords if we don't rank organically or if we have unique telephone numbers associated with our ads to track calls from the internet. In the end, it's as bad as it was before with magazine advertising, "We know 50% of our industrial marketing ideas work, but we don't know which 50%.")

Billions of dollars are flowing into online advertising. But marketers also are confronting an uncomfortable reality: rampant fraud.

About 36% of all Web traffic is considered fake, the product of computers hijacked by viruses and programmed to visit sites, according to estimates cited recently by the Interactive Advertising Bureau trade group.

So-called bot traffic cheats advertisers because marketers typically pay for ads whenever they are loaded in response to users visiting Web pages—regardless of whether the users are actual people.

The fraudsters erect sites with phony traffic and collect payments from advertisers through the middlemen who aggregate space across many sites and resell the space for most Web publishers. The identities of the fraudsters are murky, and they often operate from far-flung places such as Eastern Europe, security experts say.

The widespread fraud isn't discouraging most marketers from increasing the portion of their ad budgets spent online. But it is prompting some to become more aggressive in monitoring how their money is spent. The Internet has become so central to consumers, that advertisers can't afford to stay away.

Digital "is too important," says Roxanne Barretto, assistant vice president for U.S. digital marketing at L'Oréal SA, which recently uncovered evidence that an online ad purchase was affected by fraud and other problems. "Slowing down spend represents a missed opportunity to connect with our core audience."

Spending on digital advertising—which includes social media and mobile devices—is expected to rise nearly 17% to $50 billion in the U.S. this year. That would be about 28% of total U.S. ad spending. Just five years ago, digital accounted for 16%.

The big question is whether attitudes will change if signs of fraud increase. Many people in the ad business are worried. Ziff Davis Inc. Chief Executive Vivek Shah, the chairman of the Interactive Advertising Bureau, said at the group's annual conference last month that Internet advertising was facing a "crisis."
Several big advertisers—including L'Oréal,General Motors Co. GM -1.20% andVerizon Communications Inc. VZ -0.47%—have found that some of their online ad purchases were affected by fake traffic, people familiar with the situation say. Such examples threaten advertiser confidence in the effectiveness of digital compared with traditional media, such as television.

"When you bundle bots, clicks fraud, viewablity and the lack of transparency [in automated ad buying], the total digital-media value equation is being questioned and totally challenged," says Bob Liodice, chief executive of the Association of National Advertisers trade group. Advertisers are beginning to question if they should increase their digital ad budgets, he says.

"The clients we work with would love to spend more money in digital," says Quentin George, a co-founder of ad-technology consulting firm Unbound. "But until we give them more control and transparency on how the money is being spent, they will continue to have questions and hold money back."

Given how much time consumers spend on mobile devices, social media and the Web, digital outlets should be drawing a much higher percentage of marketer's ad budgets, he says. Many factors affect the size of digital ad budgets, including, not just fraud, but difficulties in measuring audiences as well, executives say.

Many ad executives only now are coming to grips with the reality of fraud. Part of the problem is that estimates of online ad fraud are difficult to nail down. Ad-fraud detection firm White Ops last year reported that fraudsters had stolen some $6 billion in the U.S. alone.

Few marketers say they plan to cut back on digital advertising. Instead advertisers are getting more aggressive in monitoring what they are getting and in demanding reimbursement if fraud is uncovered.

Verizon Wireless and L'Oréal, among others, in recent months demanded free ad space to make good on ad spending that was inflated by fraud, executives say.

Marketers also are making deals in which they pay only on concrete evidence that consumers signed up for their products or services.

And advertisers are turning to online-ad auditing firms to check for fraudulent traffic.

Telemetry's investigation of Verizon's ad purchases found more than $1 million in fraud, people familiar with the matter say. Verizon has asked major ad exchanges and ad networks for free ads to make up for the fraud, the people say.

Verizon is the eight-largest advertiser in the U.S., spending $1.2 billion on ads last year, according to research firm Kantar Media.

"We do use many different methods to ensure fraud does not occur, not only to ensure our dollars are well spent, but to ensure our messages are reaching the right customers," a Verizon spokeswoman says.

L'Oréal, which uses Telemetry and other firms, says it found that some of its digital ad placements purchased through exchanges and in some cases directly from Web publishers were seen by bots. It also discovered other issues, such as ads being seen by people that don't live in the U.S.—that is, beyond the ads' intended target.

(Not all bots are used for fraud. Google Inc., GOOG -1.93% for example, uses bots to find information on the Internet.)

Verizon and L'Oréal have reworded their media contracts to ensure that the companies are protected from online-ad scams, such as video ads that play without volume, and pitfalls such as bot traffic.

"In partnership with our agency, DigitasLBi, we put those types of mandates into our contracts so [publishers and exchanges] are held accountable," says L'Oréal's Ms. Barretto. The cosmetics company says such contract language has allowed L'Oréal to get free ad space as reimbursement for fraud and other problems.

Advertisers hope that demanding make-good ads will pressure ad exchanges and ad networks to ensure that their inventories are properly vetted.

Marketers also keep lists of sites that have fraudulent traffic and ask that when the free ads are given, they be placed on high-quality sites, which have low rates of fraud.

GM recently hired White Ops to audit some of the auto maker's online ad purchases, people familiar with the matter say. GM found evidence that some of its ads were served to bots, one of the people says.

"We're aware of the concerns within the industry about ad fraud and are working to address those concerns as they pertain to our business," a GM spokeswoman says.

Coca-Cola Co. KO -0.23% is about to enlist White Ops to conduct a test of the beverage maker's U.S. ad purchases and is trying to determine how it can do so in other markets, a person familiar with the matter says.

Lenovo Group Ltd. 0992.HK 0.00% also is talking to ad-technology outfits about conducting a test. "Ultimately, this is about waste reduction," says Gary Milner, director of global digital marketing for the computer maker.

—Mike Shields contributed to this article.

Follow CMO Today on Twitter @wsjCMO.

Write to Suzanne Vranica at suzanne.vranica@wsj.com

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Are You Missing a Big Industrial Marketing Idea?

Sun, Mar 23, 2014 @ 05:16 PM / by Chuck Lohre posted in Industrial Marketing, Industrial Marketing Ideas, Industrial Branding, Business to Business Marketing, B2B Marketing

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The Power of 'Thick' Data

Businesses need to know how a product or service fits into the emotional lives of their customers

By Christian Madsbjerg and Mikkel B. Rasmussen, March 21, 2014 The Wall Street Journal. If you search on the headline "The Power of 'Thick' Data" a link will be found for a few days after publication.

Ben Wiseman

(Thanks Ben, Christian and Mikkel for illustrating that there may be the possibility there could be transformative industrial marketing ideas out there. One example is Palmer Industries in Springfield, OH. A marketer came in and combined their expertise in foundry operations and Brazil's desperate need for such skills. Their business has grown tenfold in five years. But it wasn't industrial branding. As managers we have to always realize, we may be missing the boat, but necessity is the mother of invention. Enjoy.)

At its core, all business is about making bets on human behavior. Which product is most likely to sell, what employee is most likely to succeed, what price is a customer willing to pay? Companies that excel at making these bets tend to thrive in the marketplace.

So it's no wonder that the latest fad in the business world is Big Data—massive data sets sifted by powerful analytical tools. Big Data can be an extraordinary tool, helping to gather new information about our behavior and preferences. What it can't explain is why we do what we do.

In fact, companies that rely too much on the numbers, graphs and factoids of Big Data risk insulating themselves from the rich, qualitative reality of their customers' everyday lives. They can lose the ability to imagine and intuit how the world—and their own businesses—might be evolving. By outsourcing our thinking to Big Data, our ability to make sense of the world by careful observation begins to wither, just as you miss the feel and texture of a new city by navigating it only with the help of a GPS.

Successful companies and executives work to understand the emotional, even visceral context in which people encounter their product or service, and they are able to adapt when circumstances change. They are able to use what we like to call Thick Data.

Consider the story of Lego. In 2004, the Danish firm was hemorrhaging a million dollars a day. It had lost touch with its customers and was on the brink of collapse.

At the time, there was a clear idea within Lego about what the answer might be. Modern kids, the company thought, were seeking "instant traction" in their play experience. They wanted toys that they could pick up and play with immediately, not ones that required meticulous assembly, brick by brick, as with classic Legos.

Working on this assumption, Lego started developing new action figures and other concepts, but Jørgen Vig Knudstorp, the firm's newly appointed CEO, had a nagging feeling that the ideas were wrong. He decided that he needed to start over and understand, more fundamentally, how and why kids play. He engaged our firm to do research with Lego users across five global cities. We were sent to play with kids—not in focus groups but in the context of their real lives.

After collecting countless hours of video, thousands of photos and journal entries, and hundreds of artifacts of the play experience, Lego meticulously coded everything and looked for patterns across geography and age. Slowly, a pattern emerged from all corners of the data.

Not every child wants to be a Lego builder, but those who do, the company discovered, are passionate about the play experience: They want to achieve mastery, and they want to understand where they fit in the hierarchy of Lego skills. Lego's team arrived at a moment of clarity: They needed to "go back to the brick."


Lego analyzed data and arrived at a moment of clarity: They needed to "go back to the brick." David McLain/Aurora Photos/Corbis

Today Lego is again a successful company. The turnaround has many reasons, including the recent success of "The Lego Movie," but one of them is certainly a deeper understanding of the play experience.

Since its founding in 1954, Coloplast, a medical technology company based in Denmark, had grown by double digits every year. Suddenly, in 2008, the company missed its sales targets four times in a single year. Long the global leader in the niche market for stoma bags for personal hygiene after colon surgery, Coloplast found that its products were losing market share to the competition.

Coloplast's research and development team was focused on solving the problem of "leakage" in the stoma bags. Countless studies showed that people who experienced leakage would lose trust in the product and change to something else. The general assumption across the industry was that better adhesives equaled less leakage.

For years, the engineers at Coloplast had made incremental improvements to their products, adding new features or improving the adhesive. But it was no longer enough. To get a better sense of what the company could do to provide a superior product, they decided to immerse themselves in the world of the customer. Over the course of several months, our firm worked with them to collect, sort and analyze troves of Thick Data about their customers' world.

As the executives at Coloplast worked their way through the videos, photos and firsthand impressions, they could see the actual bodies of their customers and how their products worked in relationship to them. As one executive told us, "I could pick up the photographs and the diaries, page through them, feel them. This data has a completely different texture to it."

What dawned on the Coloplast team was that the adhesive wasn't the problem. Rather, what caused the dreaded leakages was a lack of fit to the patients' diverse and changing bodies. Many patients gained or lost a lot of weight following their surgery or developed scar tissue that made it difficult to keep the stoma bags in place.

Coloplast used this insight to create three different product categories for body types. Not only did this help stop the leakage problem, it gave the company a clear perspective and direction for future innovation.

Finally, consider the case of Samsung's 005930.SE +0.87% TV business. In the early 2000s, Samsung's TVs looked like every other TV on the shelf. Samsung executives could sense that they were missing opportunities to stand out, but they didn't understand how to excite consumers. They needed to ask a bigger question about human behavior in a cultural context: "What does the TV mean in the modern household?"

We worked with Samsung to answer that question. Through hundreds of hours of interviews, videos and other artifacts, we helped the company identify crucial patterns. One interview subject said that he hid the television in a corner because he didn't like the way it looked; another said he wanted his TV to communicate "timelessness," like his meticulously crafted chair. To most people, we discovered, TVs aren't electronics. They are furniture.

From this essential insight, the Samsung team was able to develop a completely redesigned TV with an aesthetic closer to that of modernist furniture than clunky technology. They hid speakers and other eyesores. They changed the way TVs were sold, marketed and serviced. The resulting TV—now a piece of furniture—was a perfect marriage of form and function.

Working with Thick Data isn't straightforward, but the alternative is to outsource these complex business challenges to machines. Even with the magnificent computational power now at our disposal, sometimes there is no alternative to sitting with problems, stewing in them and struggling through them with the help of careful, patient human observation.

—Mr. Madsbjerg and Mr. Rasmussen are the authors of "The Moment of Clarity: Using the Human Sciences to Solve Your Toughest Business Problems," from which this essay is adapted. Their consulting firm is ReD Associates.


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Is Marketing Automation a Good Industrial Marketing Idea?

Fri, Mar 21, 2014 @ 09:47 AM / by Chuck Lohre posted in Industrial Marketing, Industrial Marketing Ideas, Inbound Marketing, Marketing Automation

0 Comments

Your Top 10 Workflows Questions Answered

by Stephanie Lussier

Date

March 21, 2014 at 9:00 AM, website

(Thanks to Stephanie for this article on marketing automation. Most industrial marketing professionals don't use marketing automation. It's considered an insult to treat engineers with these techniques except for mundane confirmation and reminder emails. Still, this is the future of marketing to the masses of casually related individuals interested in industrial products. There always have been a huge number, just look at your website logs. You have to treat the 80 percent of the public that stumbles across your site with dignity. There's no reason not to and many reasons it can help. Take, for example, the engineer that just spoiled several rail car loads of raisins with chocolate. He's looking for a centrifuge to take the chocolate off of the raisins and ends up renting a unit from you. You never know and marketing automation is a good way to nurture the masses that want to be communicated to in that way. Chuck Lohre)

marketing-automationAs an inbound marketer, you are working hard to generate as many leads as possible. After a certain point, you begin to generate so many leads you can’t possibly spend all day reaching out to each and every one of them. Workflows can be your answer to following up with, nurturing and qualifying those leads. Workflows are available within professional and enterprise HubSpot accounts.

The thing is, Workflows, and marketing automation in general, can be very confusing. There are so many moving parts to manage, so many outcomes to consider, so much potential for unintended overlap. It can make even the most seasoned marketers feel hopelessly overwhelmed.

To help you navigate the world of marketing automation, we've put together answers to the most common questions our customers ask about Workflows. We hope these answers provide the confidence you need to jump into Workflows head first!

1. Why Aren't My Contacts Being Enrolled in a Workflow?

When you create a Workflow with a smart list as the starting condition, before turning your Workflow live, you have the option of enrolling the lists existing contacts (see below). If, for some reason, you are noticing your contacts are not being enrolled, you should first check to make sure your Workflow is active and you have the correct form or smart list as the starting condition.

If you have heard from specific contacts that they never received a specific email from you, you can look in the history of the Workflow in question and search for an individual contact. If, for some reason, a step did not execute, you will be able to see why. Most commonly, contacts are not receiving emails in a Workflow because they are already on the goal list or suppression list or their email has previously bounced and they are not eligible to get the email.

In the example below, we see that Chris could not be re-enrolled because the settings specify that contacts should only be enrolled the first time they meet the starting criteria. We also see that Stan has unsubscribed. He will not receive any of the emails from this Workflow.Contact Not in Workflow

2. How Can I Send a Follow-up Email Based on Information Someone Provides on a Form Submission?

Sending follow-up emails based on the information provided via a form is an excellent way to give your contacts a custom experience as they go through the buyer’s journey with your business. To do this follow these steps:

  1. Start by creating a smart list for each answer you would like to provide a custom response to. Double-check you have not missed anyone by forgetting a response someone could provide.

  2. Next, you will need to write an email that corresponds to each of these smart lists. Alternatively, you could write one email and use smart content to create different versions for each answer. To do this, add a new rule for each smart list you have created and enter the custom message.

  3. Lastly, build the Workflow. You have two options here based on what you chose to do in step two.

  • If you decided to write a unique email for each response (aka. each smart list), you will need to build a separate Workflow for each smart list. The starting condition will be the smart list and the first step will be the respective email.

  • If you chose to use smart content, you can create a single Workflow where the starting condition is either a smart list or a form submission and the first step is the automated email you created with smart content.

3. How Can I Send an Email Response from a Form?

You have three options for sending an email response from a form.

1) When creating your landing page, you have the opportunity to send a follow-up email at the time of the form submission. The email will be sent immediately and simultaneously to the contact being redirected to the thank you page.

follow-up email


2) You can use a form submission as the starting condition for your Workflow. When someone fills out the form, they will be enrolled in the Workflow and receive the subsequent emails.
form submission workflow


3) You can include a form as one piece of the criteria of a smart list. This smart list can be used as the starting condition for a Workflow so when someone new is added to the list (i.e. they have filled out the form and met any other conditions you have set for the smart list) they will be enrolled in the Workflow.

form in smart list


4. What Happens to Enrolled Contacts When I Change the Timing of My Workflow Steps?

If you change the timing of your Workflow steps once there are contacts enrolled, the following will happen, based on the type of change you have made:

  • If you move the steps to happen later or further apart, e.g. Step 2 was originally scheduled to execute 7 days after Step 1 and you move it so that it is scheduled for 10 days after Step 1, all contacts who have not yet reached Step 2 will get that step at the new time you move it to.

  • If you move the steps to happen sooner or closer together, e.g. Step 2 was originally scheduled to execute 7 days after Step 1 and you move it so that it is scheduled for 5 days after Step 1, all contacts who are already scheduled* for Step 2 on that 7th day will still receive it at original time. All new contacts who have not yet been scheduled will receive it at the new time, 5 days after Step 1.

*When looking at a Workflow, you can take a look at the “History” for each contact who has ever entered the Workflow. Here you can see that when one step executes, the next is scheduled. workflow history


5. How Do Suppression Lists Work in Workflows?

A Workflow suppression list is a list of contacts you do not want to be included in your Workflow. Whenever a new contact is enrolled in your Workflow, before any steps execute (including those with a 0 delay) the suppression list is checked to verify they should be enrolled in the Workflow.

You can add suppression lists to any Workflow under Workflows settings.


workflow suppression list

6. How Do I Remove Contacts From a Workflow?

Contacts are automatically removed from a Workflow when they are added to a goal list or a suppression list. You can also choose to automatically remove contacts when they no longer are a part of the original list (starting condition) or when they are added to another Workflow.suppressions and priorities

Alternatively, individual contacts can be removed manually from a Workflow by going to their contact record and choosing from which Workflow you would like to remove them. The Workflow area can be accessed by clicking “Workflows” on the left side of the contact record.


removing a contact from a workflow

7. Can Someone Go Through a Workflow Multiple Times?

In the settings area of each Workflow you have the option of allowing someone to be enrolled each time they meet the starting criteria of a list. Without this option selected, a contact that meets the starting criteria a second time will not be enrolled.


Workflow settings

8. How Can I Schedule a Workflow Email to Send at a Specific Time and Date?

For both standard and property-based Workflows, you are unable to specify the exact date and time you want the email to send. In a standard Workflow, the steps will execute based on when someone is enrolled in the Workflow. For a property-based Workflow, each step will execute based on the timing you select around a contacts individual date. You are unable to specify the exact date and time you want the email to send. You can, however, specify a time range within which you want the steps to execute. The timing will be based on the time zone set in your HubSpot settings.Workflow settings time range

In a fixed date Workflow, you are able to pick the exact date and time you want contacts to receive the email. This timing will be based around the fixed date you include in the Workflow.


9. Can I Use Smart Content in a Workflow?

Yes! Using Smart Content in Workflows offers a great way to take your segmentation and nurturing efforts to the next level. This combination empowers you to appeal to multiple segments without building a Workflow for each. You can create one Workflow that appeals to a broad audience and then use a few more granular smart lists to dictate what content shows to each segment.

By using Smart Content in a Workflow email, a single email can display slightly different content depending on who is opening it. For example, if you wanted to show a photo of a flower to your gardener leads and a photo of a house to your construction worker leads within the same email send, a smart content module would dynamically choose what photo to display depending on whether it was a gardener or a construction worker who was receiving the email.

This can be especially useful further along in the buyer’s journey when you may be adding multiple segments of your contacts to a single decision-stage Workflow.

10. Is It Better to Use Smart Content or Personalization in a Workflow?

Try both. While Smart Content and personalization tokens both give you the ability to customize the email messages sent to your contacts, they each have different use cases for implementation.

Smart Content allows you to change the entire body of a message based on membership of a smart list or lifecycle stage. This means based on a contact’s past behavior or a series of details they have shared, you can change the entire tone and content of a message you send them. The messaging you send will be the same for the entire list of people.

Personalization tokens within an email body will help you customize the message to reflect information you have gathered about a contact, e.g. their first name, company name, business size, job title, etc. Personalization tokens can also be used within a smart content message to make the content more personable and human and make it sound less automated. When using personalization, it is important to make sure the message you write will make sense with anything that could populate the space where the token appears - a default word, like “your company” or their actual response, like “HubSpot”.

 

We hope these answers help clarify some of your questions around Workflows. Still curious to learn more about Workflows? Tell us in the comments, join a Workflows live lab or sign-up for the Intermediate Workflows Optimization session.

Try out Workflows now



Written by Stephanie Lussier

Stephanie is a Sr Inbound Marketing Consultant at HubSpot. She's passionate about marketing automation, creating (simplified) visual resources and helping small businesses succeed.

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Why isn't education a good industrial marketing idea?

Thu, Mar 20, 2014 @ 10:37 AM / by Chuck Lohre posted in Industrial Marketing, Industrial Marketing Ideas, Industrial Advertising, Blogging and Blog Content Creation, Internet Marketing, Business to Business Marketing, B2B Marketing, B2B Advertising, Business to Business Advertising

2 Comments

The Data You Need to Make a Compelling Case for Inbound Marketing

by Erik Devaney

Date

March 20, 2014 at 8:00 AM, website.

(Thanks Eric for this informative post. We're eating our own dogfood, trying to answer the questions: Why?, What?, How? and Who? of industrial marketing education. From our experience only a fraction of companies really have education at the core of their marketing strategy, but that's all there ever was except for the low cost leader.)

100-stats-charts-graphsWhether you’re trying to convince your company that adopting inbound marketing is beneficial for business, or you’re hoping to get budget so you can start using a new inbound marketing platform, getting executive buy-in can be a challenge. In a world where people fear change and constantly try to minimize risk, bold, innovative solutions are often met with skepticism, if not disdain. 

Fortunately, there is a magic bullet in this case: Data. While it’s easy to argue with mission statements and philosophies, it’s considerably harder to refute cold hard data.

That’s why we've put together this new presentation: 100 Stats, Charts, and Graphs to Get Inbound Marketing Buy-In. We encourage you to flip through the presentation and copy/paste stats, charts, graphs, and entire slides into your own presentations for convincing your company that inbound is worth the investment. Virtually all of the slides are customizable, so you can update colors and fonts to match your personal (or brand’s) style.

Below are some examples of how you can use these stats, charts, and graphs to answer the tough questions.

Is Inbound Really Worth the Effort?

Like anything worth doing, inbound marketing takes effort. But is all that effort actually worth it?

In a word, yes. The graph below shows that while inbound marketing channels (specifically social, email, blogging, and SEO) do require higher time commitments than outbound channels, inbound channels are more likely to generate leads at a below-average cost.

inbound_strategies_show_positive_cost_per_lead_vs_effort

To put a firm number on just how inexpensive inbound leads are, we can turn to our friends at Search Engine Journal, who report that inbound leads cost 61% less than outbound leads.

inbound_leads_cost_61_percent_less

Are Other Companies Even Doing Inbound Marketing?

Absolutely! In fact, nearly 60% of marketers report that they have adopted inbound strategies.

nearly_60_percent_of_marketers_have_adopted_inbound_strategies

What's more, nearly half of CEOs report that their companies have completely integrated inbound strategies with their marketing strategies at large.

nearly_50_percent_of_CEOs_report_complete_inbound_integration

What About This 'Blogging' Business? Does It Really Work?

Again, let's let the numbers do the talking. For starters, companies that blog generate 126% more leads than those that don't.

companies_that_blog_generate_126_more_leads

Furthermore, 43% of marketers report that they have generated customers from their blog.

43_percent_of_marketers_generate_customers_from_their_blog

But here's where things get really interesting: of marketers who blog on a daily basis, 82% report that they've generated customers from their blog. 82%!

82_percent_of_marketers_who_blog_daily_acquire_customers_from_their_blog

Isn't SEO Dead? Why Should We Dedicate Resources to It?

SEO is certainly changing, but it's by no means "dead." In fact, when it comes to comparing conversion rates of specific channels to the amount of effort they require, SEO is leading the pack.

seo_has_the_highest_conversion_vs_effort

And according to Search Engine Journal, SEO leads have a considerably higher close rate than outbound leads.

seo_leads_have_a_14.6_percent_close_rate

Tell Me More About This "Marketing Automation" I Hear So Much About

When used correctly, marketing automation software can give your business a serious boost. According to Gartner research, companies that use automation experience a 10%+ increase in revenue within six to nine months. (Not too shabby.)

companies_that_use_automation_increase_revenue_by_10_percent

If you're wondering where you can find the absolute best marketing automation software available, we've got you covered. In a recent report from VentureBeat, HubSpot was named the "best all-around marketing automation system." Here's a breakdown of how all the companies in the report fared when it came to content optimization and content targeting.

hubspot_number_one_in_marketing_automation

That was just a taste of some of the data you'll encounter in 100 Stats, Charts, and Graphs to Get Inbound Marketing Buy-InDownload the full presentation to get access to all of the slides!

 

Written by Erik Devaney

As a content strategist at HubSpot, Erik spends his days planning, writing, & designing resources for the modern marketer.

| Website


If you liked this post, you would like, "Review: "Designing B2B Brands" for industrial marketing communications."

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