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What Is Inbound Marketing?

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For more than a century, marketing and advertising have been defined by interruptive marketing techniques such as print, radio, and television commercials, cold-calling, sales flyers, and telemarketing.

However, a new era is upon us where the populace is consuming media on their own terms, eschewing commercials, initiating their own search, and embracing social discovery of the products and services they need and want.

It’s no surprise then that marketers are left wondering why it’s getting harder to sell!

Inbound marketing is based on the concept of earning the attention of prospects, making yourself easy to be found, and drawing customers to your website by producing content customers value. These blogs, audio, video, eBooks, eNewsletters, white papers, SEO articles, social media marketing, and other forms of content marketing are considered inbound marketing.

Therefore, the process of Inbound Marketing facilitates and hastens client discovery of your offerings, increases web traffic, generates leads, facilitates sales conversations, and builds loyalty with consumers.

1. Generate more traffic
2. Turn visitors into leads
3. Convert leads to sales
4. Turn customers into repeat higher margin customers
5. Analyze, refine, and repeat

Inbound marketing is especially effective for those businesses with long research cycles and knowledge-based products. In these areas prospects are more likely to get informed and hire those who demonstrate expertise.

In the words of an accomplished marketing professional and new client who found Momentum as a result of our own inbound marketing techniques…
“I need to know enough to know who to hire to get the job done.”

Inbound Marketing will allow you to out maneuver your competition, and be regarded as the expert in your field at the moment of interest.

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What is a Digital Strategy?

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A well-conceived and properly developed digital strategy is absolutely critical to most every successful marketing plan. When executed, it will leverage all your internet, social, and content marketing initiatives in a way that will generate leads and result in new revenue incredibly fast.

Every business is different. The only common denominator is that all business –regardless of industry – is evolving at an exponential rate. For this reason, it is critical that marketers access the best expertise available to design and create an effective ecosystem that is optimized to deliver the desired results.

The digital ecosystem schematic will illustrate how internet traffic (demand) will be generated and how it is commandeered and routed between web site, blog, audio, video, ebooks, eNewsletters, as well as Facebook, Twitter, LinkedIn, YouTube, and other social sharing platforms.

All internet marketing, social media, and content initiatives must facilitate discovery and inspire social sharing across all appropriate platforms. All content should be shaped specifically for the venue in which it is deployed. And above all, clear rules of engagement must be implemented to avoid public relations disasters.

When working with a good digital agency, it’s not necessary that you have all the answers. Your digital experts will guide you through the process and begin delivering results your business needs and deserves.

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How Associations Can Harness The Power Of Social

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Associations, whether national, regional, or local, are essentially communities. They are comprised of groups of tribes or individuals who are united by shared goals, interests, or preferences. Associations are, by their very nature, social.

This presents a unique and especially prescient opportunity for associations to leverage the power of new social communication, marketing, and media techniques to achieve their goals like never before. Whether they are professional, charitable, trade, political, cultural, or otherwise, associations may need to fulfill multiple mandates: advocacy, awareness, fund raising, education, communicating, lobbying, among others.

Chances are your association’s key initiatives include:

• Communicating with members
• Demonstrating value to the membership
• Advocating on behalf of consumers at large

What Social Can Do

Utilizing social marketing can open a community of engaged advocates, both members and non-members, who are willing to share your message across their respective social networks, generate awareness, and solidify your associations mandate with the public at large. However your association will have to engage with those advocates and leverage the power of social channels effectively. Here’s how.

Three Key Factors In Harnessing Social Channels

1. Be In The Community

Your association needs to be an active participant on all of the obvious networks such as Facebook, Twitter, and LinkedIn. There is no one-size-fits-all solution. This means you need to go where your members are, and they are everywhere.

2. You Need A Plan

Simply signing up for an account on any given social platform does not mean your association has fulfilled its obligation. Social connections via your chosen networks are not obligations but opportunities to engage directly with your members. This direct connection requires a clear plan with regard to infrastructure, integration, and most importantly a set rules of engagement policy. There is nothing more important than a planned and coordinated process for responding to negative comments.

3. Content

Well-crafted and professionally produced text, audio, and video that clearly communicate your organization’s message are core to a great content marketing strategy. Content is the essential asset that will drive readers to your association via online and mobile. Since many associations are in the enviable position of having a business model based on providing information to their members, the raw materials for stellar content is often at their fingertips. Niche by definition, associations that create well crafted, shareable, and SEO friendly content can effectively push their message online.

Harness The Power Of Social Channels

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How to Develop a B2B Content Strategy

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Today’s consumers are like proverbial husbands who refuse to pull over and ask for directions. Folks simply want the instant satisfaction of finding their own way to their destination. Your business is the destination. But can you be found?

This phenomenon has put huge marketing emphasis on the notion of discovery. It’s all the more important because consumers are also increasingly eschewing interruption marketing. No wonder 40% of marketing dollars have been shifted to inbound marketing techniques.

It’s critical that marketers embrace content initiatives and blend them with traditional methods. It’s not a question of whether to move in this direction. It’s a matter of survival.

Getting Started With Creative Content Marketing

1. Get Clear About Your Goals

What do you want to happen as a result of mobilizing a content initiative? Do you need to build awareness for your organization? Are you educating consumers? Or do you want to sell a product or service? If the latter, do you want to incorporate a lead generation component that will deliver prospects into your deal funnel? Setting crystal clear goals will best inform your content strategy.

2. Assess Internal Sources for Content

Most businesses don’t think like media companies unless there is a printing press in the basement or an antenna on the roof. Oftentimes, marketers are surprised to find great raw material sources within the organization. Take inventory. Do you produce or commission proprietary research or industry data? Who within your company has specific expertise, industry cache, or public speaking ability and can they serve as a thought leader for your efforts? These assets are often found right under your nose.

3. Identify External Content Sources

Feeding the content machine requires ready access to external raw material. Assess what is already available from industry associations, co-owned companies, partner organizations, even trade media or publications.

4. Get Help From Content Creation Experts

A medical professional would not all of a sudden feel the need to fix their own car. Likewise a licensed mechanic would never offer a triple bypass with an oil change. Executing a creative content strategy depends on your ability to create engaging, compelling, SEO-optimized… even entertaining content on a regular basis. It’s essential to call on experienced media people who are also marketers in order to deploy content that delivers on all of the above.

5. Develop a Plan and Execute

More than article marketing, web content, or public relations, your content marketing strategy will need to be a highly integrated series of blog posts, audio podcasts, video, white papers, and ebooks – the ultimate mix, of course, will depend on the particular goals of your organization.

Get Started With Content Marketing

A stellar content strategy will flow directly from your goals and will take into consideration all the obstacles that face your business as well as capitalize on specific opportunities in your sector. An optimized approach will facilitate discovery on the part of consumers and imbue your business with credibility as a thought leader in your field.

Businesses that employ inbound marketing and content creation initiatives find it much easier to attract pre-qualified prospects that are predisposed to buy. Finally, as any sales professional will tell you, once value has been established price becomes a secondary or even a non-issue.

Let’s Develop A Content Strategy

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7 Ways To Better Investor Relations

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With Improved Inbound Marketing

Here are some steps that with the help of a good marketing firm you can implement right away to dramatically improve the quantity and quality of inbound investment leads.

1. Generate More Web Traffic – Investor relations professionals constantly tell us that their single biggest challenge is getting more potential investors to visit their website. By developing an inbound marketing strategy, you will be able to attract qualified prospects to your company.

2. Create Custom Content – With the help of media marketing experts, you can publish your press stories, blog posts… even audio and video as compelling, searchable editorial content that can easily be deployed across multiple channels, exponentially increasing opportunities for investors to find you.

3. Utilize every social channel – Whether Facebook, LinkedIn, Twitter, YouTube, or others, consumers increasingly rely on social mediums to connect and discover information. Furthermore, 81% of US consumers consider blogs to be a reliable source of advice and product information.

4. Optimize every communication – Using highly developed inbound marketing software, it is possible to determine the best possible keywords and phrases that will best appeal to your target and incorporate them into all the content, to aid in search and discovery.

5. Generate Leads – It is highly desirable to collect, monitor, and chart all your prospective investors activity on your site, to build a relationship, and pre-qualify them with a series of on-site initiatives.

6. Nurture Those Leads – Consumers will be drawn to your site to read/consume general industry information, learn about social and green initiatives, or to pre-qualify themselves on the investment potential of your business. You must harness these leads and nurture them to fruition.

7. Measure. Refine & Repeat – These essential cutting-edge must be tracked and measured. Based on the results every campaign must be tweaked for optimum performance.

Social Media Is A Valuable IR Tool

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The Rebirth of the Living Room Screen = Christmas for Content Providers

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Industry publications love predicting the decline of the living room screen. Sure network television channels suffer from declining viewership, but the living room flat panel has never been more popular with audiences and, especially, advertisers. Even despite the proliferation of a myriad of media content playing devices.

Declines for Networks

Since the arrival of television sixty years ago, the networks have controlled the living room set and enjoyed a monopoly over the advertising shown on it. However, things are changing fast.

When an advertiser buys airtime on a television network, the sole way to measure the effectiveness of the campaign is to rely on Nielsen ratings.

Nielsen ratings are based on a representative sample that is composed of just 25,000 homes (5,000 for national programming and 20,000 for local stations). Collectively they reflect the viewing habits of over 106 million U.S. households in 210 markets. Because TV ratings are based on samples, it’s possible for shows to get a 0.0 rating, despite having an audience (Example: CNBC’s talk show McEnroe). No matter how the sample is selected and how the habits are representative of the population, sample based ratings always are approximations.

Combine these statistical imperfections with the availability of more choices in the living room, and no wonder network is struggling.

Boon for Content Providers

Meanwhile bleeding edge content companies and ad agencies are utilizing the same techniques that have made web advertising a force with which to be reckoned to take over advertising on living room screens.

These content providers have leveraged the smart screen to become an advertising platform that can better target demos and deliver a more reliable set of analytics when it comes to measuring success.

For instance, there are over 27 million Xbox Live subscribers who provided a wide array of information when signing up for the service (name, age, location, etc.). By using their Xbox, and services attached to it, they are constantly providing more data regarding their interests, spending habits, etc.

The way ad placement is sold on screen is not by length of airtime, but per impression, the same way ads are sold online. In the same way that BBC Kids Television can accurately target moms aged 25-54 on Facebook, Nike can target men 25-35 interested in soccer on Xbox Live.

And they have done it! In June 2012, when the NHL Stanley Cup and the UEFA Euro 2012 were overlapping, Nike maximized the efficiency of its ad budget by directly targeting potential customers using Xbox Live. Soccer fans only saw ads relevant to them, and hockey fans weren’t bothered by soccer ads.

In March 2012, The LA Times reported that the amount of time Xbox Live subscribers spent streaming media surpassed the amount of time playing games. Furthermore, Xbox Live media streaming usage was growing 30% yearly, with users spending 84 hours per month connected to the system. This has grown very quickly and now represents more than half the 150 monthly hours the average American family spends watching television networks (according to Nielsen).

Penny Arcade reported that, according to Microsoft, a single ad placement on its console dashboard receives an average 9 million impressions on a weekday and over 15 million on a weekend. Furthermore, their advertising business has grown 142% yearly since 2010.

Lessons for the Networks

Some of the most forward thinking television companies are beginning to see that in order to compete they have to change their ways of targeting and selling advertising.

Tivo’s recent purchase of TRA, a research company that has found success in recent years with a system that matches up television viewing with consumer buying habits, is a clear indication of where things are moving: increasing ad effectiveness.

Evolving Model

The influence of set-top boxes is helping to shape the new business model. Marketing directly to the audience and the harnessing the way in which consumers interact with their televisions is a top priority for agencies and content producers.

Contemplate the opportunity for a moment. Netflix claims that its subscribers viewed over a billion hours of content in the month of June. HBO GO, the streaming video-on-demand app, has achieved success so overwhelming that the premium network is considering offering a streaming only subscription.

Bottom line? The living room screen is new again. It presents a whole new opportunity to connect directly with individuals within the context of the content they choose at the moment they want it with an engagement or offer that’s unique to them. That’s revolutionary.

The living room screen is not only alive and well… it’s where the action is!

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