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7 stats for great inbound marketing

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With quality content forming a key part of any inbound strategy, we take a look at some of the top tips from a all-round digital marketing agency to think about when you next create a blog or think about social media for your business.

Tips for your website

  • The average Google first page result contains 1,890 words (Backlinko, 2016)
  • Strategic landing pages are used by 68% of B2B businesses to acquire leads (Marketo, 2018)

Think about your web design, it’s worth remembering that you want to reduce bounce rate from your website and that you need to engage with a reader within 3 seconds. So, if you’re running a PPC campaign, make sure you have a dedicated landing page from the search engine for any lead generation– if 68% of businesses are considering this to acquire leads, it must be a good idea.

Tips for blogs   

  • Titles with 6-13 words attract the highest and most consistent amount of traffic (HubSpot, 2016)
  • Using statistics in blog posts improves consumer trust (Forbes, 2018)
  • 36% prefer list-based headlines (IMPACT, 2019)

The next time you embark on drafting a blog for your website, really take a moment to think of the content marketing and whether it is of interest to your audience. This can help you hone a much more meaningful article when thinking of the reader. Now, while stats may indicate that a healthy length of a first page result on Google search as 1,890, we wouldn’t see this as a necessary guideline for a length of a blog. What is key is that your content is relevant, interesting, informative and fresh. Don’t regurgitate content just because you think the length of the article should be longer. Everything you write has to have a point and if it’s said in 600 words, so be it!

Tips for social media marketing

  • LinkedIn is the most effective social media platform for delivering content and securing audience engagement (LinkedIn, 2017)
  • 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep (Demand Gen Report, 2016)

The importance of inbound marketing

The old marketing adage of it taking 6-8 touch points for a brand awareness to be built, is still true today as it ever was. And, now with the raft of communication avenues available the possibilities for your business are endless, but also the competition is rife. This is why it’s so important to keep content fresh on your website so that you can continually educate new and returning customers as well as consulting with an inbound marketing agency.

With marketing automation capabilities today, you can also tailor and personalise your comms so much more. With a simple download of a document you can tailor a follow up email. Or you can personalise a chatbot for a returning customer. Personalisation is so important, as it also helps build trust with your audience as you need to reach them at least 6 times before a possibility of a lead through to conversion.

So, with these top stats, use these tactics in your content. And, also ask yourself whether a LinkedIn company page should be part of your inbound marketing strategy moving forward.

As a market leading digital marketing agency in London, we’ve got the knowledge of digital marketing services, marketing campaigns, attracting qualified leads to get your content noticed to drive traffic to your website and help you rise in organic rankings.

Source of all statistics in this blog: www.hubspot.com

Wooden dice with email symbol for digital marketing communications

6 Email marketing tips to grow your business

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How email marketing can grow your business

You may think that incorporating email distribution into your digital marketing plan as a bit old hat, but let us paint a picture on this cost effective marketing service for you. Think how you feel when you receive a letter at your home. You check your post every day and open letters addressed personally to you. You follow a similar process with your emails. Your phone is always at arm’s reach and when you get that notification you look to see what you’ve received – if anything to get rid of those red bubbles! But in doing so, you’ve clocked the brand – that’s helping with awareness. It’s then your choice as to whether you open and read, file or delete. But ultimately some impression on you will be made. But what makes an email campaign effective that can help to grow your business?

Newsletter sign up

First and foremost, you need a list of email addresses to distribute your content to. If you’ve already got your database sorted and it’s GDPR compliant then you’re all set.

But, if you do not have a list, one of the best ways is to make sure you have a newsletter pop up box on your website for visitors to sign-up to receive emails. But be very clear about what you’re capturing someone’s details for, as you need to be GDPR compliant (read about the ICO regulations).

You can also work with digital marketing agencies to help you with creating the pop-up box on your website or helping you to purchase a list.  Create a CRM system too this will help you engage effectively with customers knowing their needs and and how bet to contact them.

Get to the point

So, with your GDPR compliant list you’re set to send an email. But wait, what are you going to tell your potential customers? Your content needs to be fresh, engaging and most of all worthy of someone opening the email and reading it. Really think about the news you are sending and question – “is it relevant to my target audience?”

The subject line is crucial. It needs to entice, engage, have meaning and stand out. Phrases such as “3 days left to save on your personal tax accounting fees” – it provides a hook to open the email.

Also, steer clear of keywords that will be caught by spam filters such as ‘free’ or ‘buy’.

Set the tone

By now you should have set up your target persona (check out creating an online persona to help with this). Therefore you’ll know the keywords and phrases you should be using, the tone should be a reflection on your accountancy firm.

Call to action

So, you’ve sent an email, so what. Make sure that the recipient knows what to do next. Make it clear and obvious what the ‘Call to Action’ is so they benefit from your email. Include trackable links to give you a picture of what’s popular and where leads have come from, e.g. links to blog posts, web pages, social media platforms.

Unsubscribe

You must always have an unsubscribe option in your email as well as a link to your privacy policy. While it’s sad that people may unsubscribe, see this as a positive. If people are not interested, then by making it easy to unsubscribe, you’ve cleared someone from your list that wasn’t going to engage anymore than that.  Don’t alienate people by making it difficult, if they are not interested in what you have to say then that is their loss. Just focus on those who are interested. Remember, you need to be GDPR compliant, so transparency is important.

Images

Make sure your email template is easy to navigate but most of all you have enough pictures to make it interesting to look at.

Book a Practice Growth Session

To make a leading marketing campaign it makes sense to contact the experts; we are a email marketing agency in London. Get in touch to receive support in getting an email marketing campaign set up to help with your inbound marketing, then get in touch with us today.

We have expertise offering digital and email marketing for accountants and offer Practice Growth Sessions which are tailored for firms keen to grow and ready to invest in a digital marketing campaign to achieve their goals. You can book a session with us for £95.

Video content strategy that will help with your inbound marketing

Video strategy to make your business grow

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With 85% of customers more likely to make a purchase after watching a product video*, it makes sense to consider video as part of your digital marketing strategy. Including video content within your communications plan can really enhance your sales strategy.

We’re constantly driving home that content is key. However, what this statistic indicates is that it’s not just about the written word for SEO (Search Engine Optimisation) purposes, it’s also about the visual content.

As we’ve mentioned in previous blogs, your content needs to be targeted to your audience and this goes for video content too. This means, relevant script, tagline and call to action.

A simple way to record a video is through the Twitter app and from there it’s possible for you to share it. But make sure it’s well lit, you make just one point and you keep content succinct. Also think about a specific hashtag for your campaign as you can own this, ask your audience to share with it and help extend reach as well as have a gallery of related images.

You can also live-stream via Twitter and other channels such as Facebook and Instagram, which have a story function for live feeds. If you are using video on your social media channels then here’s a few stats to bear in mind:

  • 100 million hours of video a day are watched on Facebook**.
  • 85% of videos on Facebook are watched without sound, therefore captioning your video is essential**.  
  • 60% will stop watching a video by 2 minutes** – so make sure you get your message across well within this time.

Youtube

A great way to host your video content which can be linked to from blogs and social is via YouTube. With over 5 billion videos watched on YouTube every single day**, the business opportunities for using this channel should not be overlooked.

Equipment

You’ll find recording on your phone easy for short soundbites offering your target audience tips and advice. For a more detailed video that you’d perhaps like to share on YouTube, think about a tripod and camera for this. There’s an abundance of editing tools out thee including free channels such as Adobe Spark to help you create simple image and text led video.

But what you should be mindful of is the story. Don’t just post videos because you’ve been told they will gain more likes or shares you still need to have good and relevant content.

Book a Practice Growth Session

If you feel you need some support in getting the content of your digital marketing strategy up to speed, then get in touch with us today. As an inbound marketing agency in London, helping you draw up a content marketing plan to keep you on track and get creative with video and blog content to attract your target audience is one of many services we offer.

We also run Practice Growth Sessions which are tailored for businesses keen to grow and ready to invest in a digital marketing campaign to achieve their goals. You can book a session with us for £95.

Pins connected like social media

How LinkedIn can help you grow your business

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If you’re looking to grow your business then you’re likely to embark on joining some local networking groups, attend events and catch up with old acquaintances. This is you building on your network of contacts to help grow your business. And, LinkedIn is no different, it’s a place to network – it just happens to be a social media platform.   

LinkedIn is a business2business (B2B) social channel with networking at its core allowing you to connect with other professionals, clients, colleagues, prospects and employers. It provides another touchpoint to promote who you are and your business which all helps build trust and brand awareness.

So, depending on your products or services, we would recommend LinkedIn to target more B2B focused customers.

LinkedIn company page

  1. When you first create a company page, make it your own. Make sure your banner image and profile image is consistent with your brand. It’s a perfect place for a logo too.
  2. Add your company contact details including your website URL.
  3. When you post something be sure to use relevant hashtags to extend reach. So, for example an accountancy practice can add hashtags such as #accounting #BusinessOwner #Taxation #Taxadvice, to help target the audience it wants to provide a service to. But make sure it’s in context to your content you are referencing.
  4. To help your inbound marketing strategy, use your posts on LinkedIn to insert links back to your website, preferably to fresh content like a blog. Add an image to help create stand out. Producing engaging content will encourage likes, shares and connections. If you’re new to the platform, get used to the channel first by sharing posts. Then start to build your connections, comment and share other connections posts.
  5. If you are attending an event, review the list of attendees and see who you want to chat with when there. Then connect with them on LinkedIn. However, if you weren’t able to speak to the key connections you had hoped to, then why not send them that message via LinkedIn post event. The guest list has been shared with you for a reason so make the most of it.

Book a Practice Growth Session

If you feel you need some support from a social media consultant in getting your social media channels set up then get in touch with us today.

We also run Practice Growth Sessions which are tailored for businesses keen to grow and ready to invest in a digital marketing campaign to achieve their goals. You can book a session with us for £95.

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