Posted on August 29, 2011. Filed under: Business Strategy, Inbound Marketing, Jazz, Marketing, Marketing Strategy, Online Marketing, SEO, Small Business, Social Media | Tags: Adobe Business Catalyst, Drupal, Ellie Becker, HubSpot, Inbound Marketing, Jazz, Joe Sample, Joomla, Marketing, Online Marketing, SEO, Small Business, The Crusaders, WordPress |
I was in the mood for some music today. This post is about embracing new systems for managing your own website. Listen to the upbeat, funky instrumental Coulda, Shoulda, Woulda by The Crusaders with Joe Sample on keyboards. Hope that’s not us!
Today the way to reach customers, prospects and other key audiences is to connect with them where they are – Online. And to do that you must have the right web-based marketing tools. The days of calling the IT department or your webmaster to update your website are over. Marketing has changed forever. It’s moved online, too, and now has lots of moving parts that need to be integrated to be as effective as possible.
For that reason, it’s absolutely essential that you have control of your website. You need to be able to update it frequently, publish new content constantly, optimize your pages and content for search engines, add pages whenever you need to, create landing pages as destinations for respondents to email campaigns or social media site links.
For that matter, you need to be able to implement email campaigns from your site – and if you’re selling products and/or services you need to incorporate ecommerce, too. And don’t forget capturing the contact info for those who download your white papers, or subscribe to your blog.
Once you have those contacts engaging with you on your site, you need to be able to keep track of how they’re interacting with you over time so that you can keep offering content of value, convert them to customers, retain them and have them as brand advocates. You need integrated analytics so that you can track all of this – beginning with where traffic is coming from to begin with and which of your offers convert best.
So many companies are still trying to handle their online marketing piecemeal – and they’re losing opportunities – and precious time. If you don’t make online marketing efficient, it can be a voracious productivity gobbler.
I’ve written about this before, til I’m almost bored hearing myself say it. But we’re in an evolving process (I’ll say that again, too) and change – especially in times of change and innovation — never comes without repeatedly educating oneself and one’s audiences. So thanks for indulging my repetitions.
For those who are in marketing denial or just plain overwhelmed/confused, hopefully you’ll find some answers and a way forward in one of the online marketing systems that follow.
The good news is that there are more and more tools available all the time for online/inbound marketing education. Anyone who reads this blog regularly knows that I use HubSpot to manage and integrate my own inbound marketing efforts and that I am a HubSpot VAR.
HubSpot has received some fanfare lately as it launched its App Marketplace. There is a great deal of independent plug-in development going on at the present time to make HubSpot an even more robust option.
Adobe Business Catalyst
There are also other platforms. Of note is Adobe Business Catalyst, a hosted service available through professional website developers with modules for content management, email, ecommerce, CRM, blogging and a host of other online marketing activities – all connected to integrated analytics.
WordPress offers a free hosted, templated blogging platform with limited plug-ins and customization at WordPress.com. Or you can download the far more customizable version at WordPress.org and host it with your own service provider. There are probably thousands of WordPress plug-ins and widgets that you can add to make a full-function website – or ecommerce site – using what was began as open platform blogging software.
Drupal and Joomla
These templated content management systems allow for some customization and also have numerous functionalities available via plug-ins. These are probably best for website DIY’ers who are a bit more tech-savvy than your average user.
Bottom line: If you’ve done nothing to update your website in the past two to three years, you’re undoubtedly not in control and in danger of falling seriously behind your competitors. If you take control now, you can get ahead!!Read Full Post | Make a Comment ( 2 so far )
Posted on July 25, 2011. Filed under: Business Management, Content, Inbound Marketing, Marketing, SEO, Small Business, Social Media, Uncategorized | Tags: Brian Halligan, David Meerman Scott, Dharmesh Shah, Ellie Becker, HubSpot, Inbound Marketing, Marketing, SEO, Small Business, Social Media |
Inbound marketing has been around for several years now. It’s the subject of bestselling books by David Meerman Scott and HubSpot founders Brian Halligan and Dharmesh Shah. In fact, HubSpot has surpassed the 5000-customer mark for the Internet-based content management system they invented to put all of the pieces of inbound marketing together.
Yet, when I sit in a roomful of business owners and ask how many people know what inbound marketing is, frequently all hands stay down. Or a hand will shoot up and the eager contributor will say, “Social Media.”
It’s clear to me that we inbound marketers have a lot more work to do educating the marketplace about the approach. Yes, social media is a component of inbound marketing, but it’s only one.
There seems to be pretty widespread awareness of other inbound marketing components, too, like SEO, blogging and email marketing. Yet there’s little awareness of how all of these efforts can coalesce in an effective and measurable process. This post is one of a number I’ve written to help flesh out the process in a way that’s meaningful to business people.
At heart, inbound marketing is just marketing updated to reach our potential customers where they are – online – then to get their interest and win their trust so that when they buy, they buy from us. These days, it’s harder, if not impossible, to find our prospects by advertising in newspapers (why they’re shrinking), by telemarketing (think voicemail), on TV (thanks to TiVo and DVR) and other traditional channels. But future buyers are almost all online – at least enough of them to keep our businesses growing.
Business owners and managers I speak with will often say, “Well, we’re driving lots of traffic to our website, but we’re not sure what it’s getting us.” Then I ask, “What’s your bounce rate? And what are you doing to convert traffic to leads?”
They begin to understand inbound marketing when I explain how it serves as a lead generation and lead nurturing system. When they realize that inbound marketing can be planned and implemented with the objective of helping them reach revenue goals, it becomes a much more interesting idea to explore. It becomes a compelling idea when they recognize that analytics can be integrated and success measured.
There are a lot of steps to inbound marketing. It can seem daunting at first. It does take some re-thinking about how you do marketing. And it does take an investment of time, staff resources and budget. But, properly done, it works and pays big dividends.
I use HubSpot’s content management system for my own company’s inbound marketing. There are other ways to approach and handle inbound marketing using multiple sources. But for me, HubSpot offers the best system, education and support – especially for small to mid-sized companies I work with.
As the product matures, there’s now a developer’s marketplace growing up around HubSpot that’s yielding and will continue to produce plug-ins, variations and customization for the original software, similar to WordPress. They’ve also made some recent acquisitions that will beef up various aspects of the product – including middle-of-the-funnel and larger enterprise functionality.
At minimum, HubSpot walks the walk regarding sharing useful information. The company is a virtual content factory and you can immerse in free educational downloads, blogs and other information, free webinars and a free trial to get a good feel for how inbound marketing works.
In the interest of disclosure, I’m a HubSpot Value Added Reseller in addition to being a user. But I don’t mean this post to be a commercial. I became a VAR because HubSpot is the most intelligent and efficient inbound marketing system I’ve found. It can help my clients to grow their businesses and I can help clients to better utilize the system from the VAR position.
Have you learned enough about inbound marketing to begin implementing it in some form?Read Full Post | Make a Comment ( None so far )
Posted on July 8, 2011. Filed under: Blogging, Blogs, Business Management, Communications, Content, Facebook, Inbound Marketing, Jazz, Marketing, SEO, Small Business, Social Media, Uncategorized | Tags: Blogging, Blogs, Ellie Becker, Inbound Marketing, Jazz, Marketing, Music, NoLA, Rebirth Brass Band, SEO, Small Business, Social Media, Sociosound |
Today I’m blogging to music provided in the latest post of a very interesting person and ethnomusicologist (Google it. I did.) whose blog is called SocioSound. We ‘met’ through our blogs. Anyhow – SocioSound just shared five favorite New Orleans tunes. Two of them are also faves of mine by the Rebirth Brass Band.
I happen to have the album in my collection. So I’m going to share one of the tunes – Feel Like Funkin’ It Up — here and pass along an upbeat experience to boost you into the weekend. Of course, you control the play button so only listen if you want to.
All week I’ve been thinking that although social media and other online and inbound marketing techniques have been widely accepted and as they say, “…are here to stay,” there’s still a lot of learning to be done about the basics.
This morning I read a really interesting post about how people are using QR (Quick Response) codes in their marketing. I agree that the ability to help people connect with your website and various marketing offers by scanning QR codes with their mobile phones is very cool. But, for many, that would be running before walking.
Case in point: A bit later I had lunch with a newspaper editor friend of mine who scheduled a Twitter tutorial with me because she still hasn’t gotten up to speed. And Twitter is a particularly good tool for journalists. Plenty of people are still catching up with basic tools that have been around for awhile.
As I started to explore in yesterday’s post, there’s something new to learn virtually every day in online marketing and it’s truly difficult to keep up, even if it’s your profession. That’s why I’m recommending to many companies that they not worry about every new thing coming down the pike until they get the basics in place.
To me, the basics still begin with figuring out what you want to accomplish in your business. How many new customers to generate how much new revenue in what period of time? Once you know that, there’s existing technology to help you build and utilize a web presence to achieve at least some, if not all, of your objectives.
From what I can see, among smaller and mid-sized companies, very few are really using the web effectively for business development. Even though some studies show smaller businesses building Facebook pages at a pretty impressive clip, that’s only one small piece of a well-constructed online marketing program. And if you sell B2B, you may not want to be on Facebook at all.
It helps to take a look at the big picture first and then determine a logical plan for your company. If there’s a move afoot to update your website, you’ll get more bang for the buck if you take the opportunity to review your overall marketing.
Yes, your site is a central focus of online marketing. So explore what kind of site with what capabilities will contribute to success of the overall plan. Have the plan first. I still see lots of new sites with no SEO and people are till putting up sites built all in Flash, which search engines simply don’t see. So they can’t accomplish even the first step in inbound marketing – getting found.
Recently, I was speaking to a marketing director for an area business about inbound marketing and how it could be used in his industry. He was interested and requested that I get back in touch in a month. They were redoing their website, he said, and couldn’t undertake any other marketing until that was complete.
I suggested that a great time to begin developing an effective online plan is during the website redesign process. It would be unfortunate to invest in a website and then learn a month later that you should have gone in a different direction.
If you have a small company, invest an hour or two with a consultant who can give you a clear overview of the inbound marketing process — from making sure you can be found online right through closed loop analytics to assess the ROI of your efforts and improve where necessary.
Then you can begin to identify effective steps that are realistic for your company to accomplish. You don’t have to have the whole meal at one swallow. It may go down easier with everyone in your company if you take it one bite, then one course at a time, finally enjoying the fruits of your labors for dessert.
It must be the New Orleans music that made me finish with food metaphors. Have a tasty weekend!
Poster image by dingler1109 under Creative Commons license. I chose this image because it’s about a fundraiser to help the reconstruction of New Orleans and it also supported childhood learning – a concept not at odds with our learning the basics of Inbound Marketing.Read Full Post | Make a Comment ( 1 so far )
Posted on December 2, 2010. Filed under: Blogging, Blogs, Communications, Content, Human Business, Inbound Marketing, Jazz, Marketing, Uncategorized | Tags: Blogging, Blogs, Ellie Becker, Inbound Marketing, Jazz, Marketing, Music, SEO |
I do love my blog! I’m happy it’s there when inspiration strikes. Over time, I’ve come to appreciate the many benefits it provides to me personally and to my business. Clients and prospects often ask me if they HAVE to have a blog. Well no one has to. But I thought I’d share a few reasons why they may want to. I look forward to hearing why you love your blog!
To reflect how I’ve come to feel about blogging, here’s the beautiful song, “Love and Passion” sung by its composer Milton Nascimento (also heard a few posts ago) in duet with the wonderful Sarah Vaughan from her album “Brazilian Romance”. Please enjoy listening!
I love my blog because:
It’s a creative outlet. For someone whose career is based on providing creativity for others, it’s strangely pleasurable to be creative on my own behalf.
It’s a chance to get ideas out of my head and into the air where others can help either confirm or deny their validity.
It’s a place to share my passions for language, marketing and music.
It helps me educate my clients and prospects so that they can better understand how what I provide can benefit them.
It’s an opportunity to reveal a more playful side of myself than in a traditional business setting.
It does wonders for my SERP visibility. For some search terms my blog helps me dominate page one, two and three results!
It helps me think about past experiences – business and personal — and put them to work in a present or future context.
It brings people into my life who I might never have met otherwise.
It imposes a certain discipline on my own marketing.
It constantly surprises me and makes me smile!!
At the risk of this sounding like a premature New Year’s resolution, think I’ll give my blog even more love in the coming year.Read Full Post | Make a Comment ( 123 so far )