Marketing Moxie Blog

Optimize your Inbound Marketing with a Hubspot Audit

Posted by Melanie Tajaard on Sat, Oct 13, 2018 @ 12:10 PM

If you’re reading this, then chances are you already realize the power of Inbound Marketing with Hubspot and therefore, you probably already know 54% more leads are generated by inbound tactics than traditional paid marketing (HubSpot State of Inbound). If you are a Hubspot user, you likely also understand that effective inbound marketing takes a well thought out strategy and time to devote to implementation and evaluation.

hubspot-items-1While the analytics of inbound marketing let you assess almost any aspect of your efforts, there is always something that needs your attention. As a business owner or marketer, it pays to take a step back and look at your inbound marketing efforts with objective eyes. But you know that kind of objectivity is nearly impossible when you’re a highly invested entrepreneur who lives and breathes your business. This is where a Hubspot Audit comes in. A Hubspot Audit gives you an accurate picture of your marketing presence and provides practical recommendations for improving marketing programs.

Inbound marketing review

Before you write your next blog post or enhance the SEO on your latest web page, let More in Store review your current Inbound Marketing Efforts. We will evaluate your content, your social presence, your efforts, landing pages and other key elements that customers see when they interact with you.

In addition to customer facing marketing, we will also review the back end of your inbound marketing efforts. We’ll focus on your specific needs, but common areas of focus include understanding and segmenting your customer for the most effective Inbound Marketing. 

Database Segmentation

One of the toughest challenges that marketers face is understanding who is in your database, how your contacts are different, and then deciding how to best market to them. The best place to start is by grouping your contacts by similar characteristics, and then building a strategy for each group. 

Defining these different groups is the art of segmentation, and getting it right is no small feat. You need both a framework to do it properly, and the tools to actually put your segments to use. 

If you are just getting started with segmenting your marketing database (or taking a step back to rethink how you’ve been segmenting for a while) More in Store can help!

Landing Pages Optimization 

How are your landing pages performing? How do they compare to similar businesses and to industry best practices? Do you have offers for different customer personas and different stages of the customer lifecycle? More in Store can work with you to determine what’s working, where are the gaps, what needs streamlining.

The Hubspot Audit is designed to let busy business owners and marketers see their inbound marketing efforts with a clear-eyed perspective. You’ll discover where your inbound opportunities are hiding out and get a grasp on what you can change today to better leverage your business’s strengths. Find out if a Hubspot Audit is right for you by clicking below.

hubspot audit

Tags: hubspot, inbound marketing

Using personas to connect with your customers individually

Posted by Melanie Taljaard on Wed, Feb 08, 2017 @ 06:02 AM

People see and hear marketing messages all day long. It gets wearisome and as often as not, people are tuning out the steady stream of ads, trying to avoid even seeing them. People see popup ads on their computers as irritations, even when it is something they might be interested in.

Persona-Based-Marketing.png

Too often advertising, or marketing, sends out a broad message. It is a huge billboard on the landscape, or a huge megaphone, broadcasting a message louder and louder. This is what people are tuning out. How do you compete with that, especially when the ones doing it are national companies with unlimited budgets? The answer is, you don't. There is no need in competing with something that is not really working.

When you want to sell to someone, you need to sell to them as an individual, just as you would if they walked into your store looking for a good or service. When you do your marketing, you need to talk to an individual person, as opposed to sending out a message to the masses.

When you do that, you are talking to a persona - which is a representation of your customer. People want to be talked to as individuals. The new "rule" in marketing is, you don't want to interrupt people to tell them your message. You need to be what they are interested in, so they will want to pay attention to you.

Creating a persona then, is getting to know your customer. It is essential that you speak to people individually and that you reach them in their area of interest. To do that, you have to know who they are. In selling your good or service, you should not be trying to reach every single person in the world because not everyone is going to want your product. There are certain people who do, and the more you know about those people, the more effective you can be in getting the message to them and connecting with them in a more personalized way.

One way to start the process is by conducting surveys on your website. Surveys are a great way to learn about people, and make it fun so they will do it. Encourage customers, and visitors to your website, to give feedback. If you can establish a forum of some kind, you will get valuable information about who your customers are. Also try to find out why people bought your product, so you will know who the people are that want what you are selling. Asking for feedback when someone makes a purchase is also a good idea.

Consider customer interviews or focus groups to dig deep into customer perceptions and opinions. Hubspot offers an excellent tool to build personas. Check it out here

If you take the information you have gained, you an create a profile of the typical customer who bought your good or service. This is a persona. It can be simple or complex, but once you have a persona, then you can market to that person. Talk to that person as an individual. If you have more than one product, or if you have categories of products, you can do the same thing with each one. If you can speak to them as an individual in an area of their interest, they will want to listen to what you have to say.

You could do this yourself, or hire me to help you.

The Ultimate Guide to Hiring and Inbound Marketing Agency

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Tags: inbound marketing

How Long does it Take Inbound Marketing to Pay off

Posted by Melanie Taljaard on Wed, Dec 07, 2016 @ 12:12 PM

Marketing has always been an extremely important component of a lasting business, both online and offline. You must always be searching for the most effective ways to attract new customers and retain current ones. Unless you gain a spot on "Ellen" you'll probably always need to plan for to opportunities to market your business. That's where inbound marketing comes in.

What is inbound marketing

Strategic Inbound marketing powered by HubSpot, is a way of attracting leads and customers to your business, rather than you constantly prospecting and trying to bring customers to you. But like all marketing efforts, inbound marketing takes time to see results. It's natural to want to see results right away, no matter what your approach to marketing. The question is, how long do you have to wait before your inbound marketing efforts pay off?

How long before you see results?

If you're wanting to hear, 'right away' you're in for a disappointment. All marketing methods take time to pay off, and inbound marketing is no exception. The good news is you will likely see results faster than traditional methods. Like anything else, you get out what you put in. So, the more effort you put into an inbound marketing method, the faster you'll gain more leads and ultimately, more sales.

Let's look at some statistics, published by Hubspot:

ROI.png 

 On average, businesses using Inbound Marketing saw more than 4 times more visitors per month over a year than with traditional marketing methods. More than 72% of business owners saw an increase in sales over one year.

The true advantage of an inbound marketing strategies is that it is based on a solid SEO strategies and work on SEO pays dividends in the long run. With PPC (pay per click) marketing, you can get your site on the first page of Google, and get more social media fans and followers; but as soon as you drop the ads or stop paying for PPC you will quickly sink back down to the bottom. With inbound marketing techniques, you have a solid SEO campaign that will put you on top and keep you there.

So, the answer to the questions, "How long does it take for inbound marketing to pay off?" is a tough one to answer; but, it will pay off much more quickly than any other marketing method - period.

Free Inbound  Marketing Assessment

Tags: inbound marketing

Inbound Marketing Rocks

Posted by Melanie Tajaard on Tue, Dec 29, 2015 @ 10:12 AM

Before there was inbound marketing, there was outbound marketing. The latter included cold calling, direct mail inbound-marketing-a-love-story-31-638.jpgand email blasts but these repelled rather than attracted customers. So brands sought out to related to consumers in a meaningful way and that was by creating content that was relevant, accurate and interesting.

In an era dominated by search engine use, pushing e-mails and messages the same old way will not cut it. There are three critical components of inbound marketing. They are SEO, content and social media. The three elements should be managed together as a comprehensive three-pronged approach. If well implemented, it can be very effective in drawing in customers.

SEO
Search engine optimization or SEO coordinates content with on and off SEO. This is achieved using a number of different methods including image names, site maps, alt text, meta data, html tags and content. This is easier to implement with platforms that are compliant with Web 2.0 platforms such as WordPress.

In putting out SEO content out there, it is important to realize that there are rules and regulations to be followed. Search engine giant Google leads and others follow so one must play by their rules. One reason Google stays at the top is because they go all out to ensure those who use their services only find relevant information. Overstuffing content with keywords can lead to a website getting penalized, including relegating such content to the bottom of the pile meaning browsers will never find it.

Content
Search engines thrive on content. The days of searching in the Yellow Pages are long gone; today, it's all about the internet. Being the website where browsers find the content they are looking for is what sets apart one website from another. Content must be relevant, current, easy to understand and interesting. Websites that often refresh their content often have higher rankings than those that don't. Things are always changing and content should be refreshed to reflect this. Content may be great but it it is old, it's not any good.

It takes the form of blogs, articles, podcasts, e-books, videos, white papers, listings. This should then be promoted through online marketing campaigns, integrated branding, lead capture campaigns and website development.

Social Media
Social media tools have become the means people and businesses use to keep in touch and to share what is happening around them. Facebook, Tweeter, LinkedIn, YouTube and other social media tools are being used to reach people all over the world.

Apart from unlimited reach, these tools are also ideal because they generate responses very quickly. A single tweet or Facebook posting can create a buzz very fast. These tools are also very inexpensive to use as a means of promoting a business and they give unlimited reach as they can be seen all around the world.

All together now

Just having these accounts is not enough though. They need to be synchronized, optimized and used effectively in a strategy that will ensure that one garners and holds the attention of browser so that traffic is continuously generated. The focus should be on capturing and retaining the attention of potential customers through the social media that they frequently use.

The three critical elements of inbound marketing should be viewed as a road map which if well laid out, will lead browsers to the intended destination of your website. There are 250 million websites worldwide and counting. These three elements must strategically be put to the best use possible to make your website stand out from all the others that competing for the attention of the same customers.

Ready to learn more about what Inbound Marketing can do for you?

Connect with Me!

Tags: inbound marketing

More Efficient Marketing Spending: Why You Need Effective Calls To Action On Your Website

Posted by Melanie Taljaard on Fri, Jul 11, 2014 @ 13:07 PM

Growing a business is not just about spending money, but about spending your money effectively.  Everyone knows that businesses need to market their products or services, but blindly throwing dollars at marketing promotions does not always reap full benefits, and can in fact be a gigantic money sink for any business.  When a company makes the move away from a simple marketing campaign and incorporates specific calls to action for their target audience, business owners start to see a better return on their marketing investment.

Tracking recruitment image

A Better Method Of Tracking

Business owners have to ask themselves a lot of questions, and in the area of marketing three are of particular importance:  What was the ROI for the last three marketing campaigns?  Which marketing strategy generated the most click throughs?  What is the customer persona that can be used to tailor future campaigns to those customers most likely to do business with the company?  If a business owner does not have the answer to any of these readily at hand, he or she may be wasting their marketing dollars.  Calls to action create unique links that businesses can use to track all of the traffic that is created by a specific marketing campaign so the owner can analyze where their marketing dollars are best spent.

Taking Advantage Of A Customer’s Interest

Customers who take the time to read a company’s marketing materials, whether it be a blog post, an email or printed items, are already engaged with the company effective marketing then gives the customer a little push to make the sale.  Marketing materials put customers in the right mindset to do business with a company, but if business owners put the onus on customers to take action on their own accord, they are expecting too much.  Calls to action are a tool to guide those customers by asking them to do as little as possible to continue their engagement with the company.  Rather than having to look for a url or type an address into the search bar, a call to action asks customers to do nothing more than click a link that the business has already provided.

A Subtle Way To Sell

Finally, a call to action gives business owners the opportunity to create subtle ways to sell their products and their company.  Customers do not like to feel as though they are being given a hard sales pitch every time they go online, and calls to action let businesses work in a subtle sales pitch when the company has piqued their interest.  This kind of call to action is most effective when it is used in conjunction with informational blog posts or web pages that speak indirectly about the company. 

The company’s bottom line is affected by every dollar that is spent, so finding a way to spend those dollars more effectively is essential.  Look for a marketing specialist that understands the importance of calls to action for your company, and watch the company’s profits climb.  Ready to put calls to action to work for you?  I have a free ebook on that too http://www.moreinstore.ca/the-step-by-step-guide-to-mastering-the-design--copy-of-calls-to-action

How do call to actions work?  Take for example one of my most popular ebooks, Creating an Effective Facebook Fanpage.  You’ll read a blog on my site about Facebook marketing, perhaps this one Facebook not delivering like it used to? And that blog promotes the ebook.  By downloading the ebook my prospects get to learn more what it would be like to work with me – you’ll read my thoughts and views on Facebook marketing and I’ll get the prospects email address (with permission of course) and then I can remarketing to you about Facebook training sessions or other product that may be of interest to you. 

Ready to put Calls to Action to work for your website? 

Tags: marketing roi, evaluating media efforts, inbound marketing, website marketing, lead generation, online marketing

Pay per Click Budget Growing?

Posted by Melanie Taljaard on Wed, Jun 04, 2014 @ 09:06 AM

CPC (Cost per Click) advertising, such as Google Adwords, offers businesses an amazing opportunity to reach targeted groups of prospects and customers.  I love Google Adwords—when it’s done right, the potential to target and evaluate results is impressive. 

Having fallen in love with Google Adwords many years ago, I decided to master Google Adwords so I could use it to its full potential for my clients.  After taking several advanced Google Analytics and Google Adwords courses I put Google Adwords to work.  True to Google – there were always changes and enhancements to Google Adwords – more targeting options – enhanced ads and more. 

The other constant with my Google Adwords campaigns was the increasing budget!!  The more you spend on Google Adwords the more you can drive up the cost per click.  In my experience, when I would help a client with a Google Adword campaign they may lead their category in the short term, but it never took long before the competition followed suite.  

While it may be challenging to do Google Adwords well, it isn’t challenging to simply have a presence on Google Adwords.  Let me clarify—it is VERY easy to spend too much on Google Adwords.  If you aren’t targeting your ads, using custom landing pages and negative keywords (to name only a few spending traps) then you are probably spending too much on Google Adwords.  

Even if you are being very strategic with Google Adwords, chances are that your budget is likely to perpetually increase and there is a small chance that your conversion rate increases. 

If you are in a competitive industry (as  most of my clients are) you may lead in this space for a while, but as soon as a competitor jumps in and starts to bid on the same keywords the cost go up for both of you and the only winner is Google! 

There is a better way! 

What you spend on Google Adwords today is of no benefit tomorrow.  But if you focus your efforts on search engine optimization and simply enhancing your website for humans, the work you do is of benefit today, tomorrow and the next day.

Could your marketing efforts benefit from a free inbound marketing assessment?

Connect with Me!

 

Tags: inbound marketing, evaluating marketing, search engine marketing, online marketing

Who does your Marketing Attract?

Posted by Melanie Taljaard on Fri, May 30, 2014 @ 09:05 AM

When it comes to marketing there are many ways to attract potential customers but the key to marketing is attracting the right customer fit for your business.

attracting the right customer

Marketing to people who shop at a dollar store when you are attempting to sell high end merchandise will not increase your sales. It may increase your traffic but it will do nothing to add value to your bottom line! Some important things to know about attracting the right customers for your business are:

  • Targeted marketing: Targeted marketing is ensuring you know who your customer is and what he wants. As a business owner you must know your marketing area, who your competition is, and what you can do to position yourself in the marketplace. You must understand your strengths and weaknesses and know how to play on your strengths and over come your weaknesses.
  • Your market niche: What is your market niche? What do you have that no one else has? Or is what you have the same as what everyone else has and if so how can you attract the right customers so you can corner your share of the market?
  • Quality not quantity: Attracting the right customers is about quality, not quantity. If you are spending valuable time attempting to attract customers that cannot afford nor have little use for what you are selling you are losing money. Time is money! And when you are wasting time on the wrong customers you might be letting the right customers slip through the cracks.
  • Precise marketing collateral: Marketing collateral is all the little extras you use to attract customers. Brochures, flyers, and business cards as well as media ads are all forms of marketing collateral. Marketing collateral costs money to produce and if it is not produced with the right customer for your business it simply will not produce the desired results. Marketing collateral is not a “one size fits all” proposition and should not be attempted in that manner because if it is not targeted to the right customer for your business then you are wasting money. Knowing who you need to attract as customers is the first step in producing marketing collateral.

When you look at your bottom line you might want to ask yourself who your marketing effort is attracting. Most business owners are not marketing professionals and simply do not have the time or wherewithal for marketing when they are introducing a new business or attempting to resurrect an older business in the marketplace. Attracting the right customer begins with a marketing strategy that evolves into a marketing plan. Consider working with a marketing expert trained to increase your bottom line and add value to your business by using their expertise in attracting the right customers. 

Connect with Me!

Tags: evaluating media efforts, inbound marketing, website marketing

Is your website leaking?

Posted by Melanie Taljaard on Wed, May 28, 2014 @ 07:05 AM

stop loosing leads

Lead generation is one of the factors that matters the most in internet marketing, but is often overlooked. It could often be said that sites end up leaking visitors who would otherwise become customers. What is a savvy marketer to do if they want to make sure they retain all possible leads?

There are several elements that do make a difference. Effective sites need to have:

  • Calls to action that motivate visitors
  • Lead capture forms that enable easier data collection
  • Overall closed loop strategies

A Good Call to Action Makes the Difference

Anyone who has ever purchased a product or service because of a good sales page probably followed a call to action. Though calls to action are used on webpages, blog posts and other online media, many underestimate their importance. One thing to keep in mind is the fact that many visitors are attracted to a site because of the information provided, but it is crucial for them to know how to follow up on it. This is how visitors are converted into leads.

Capture Forms

Many website owners have yet to realize just how vital the lead capture form itself is. This is the one part of a site that effectively pulls together visitors, email contacts and current customers. One way in which the most successful business owners make an impact is by offering free content and other incentives, such as webinars or product trials. It is important to keep things as simple as possible, while instilling confidence in any prospects who might decide to sign up.  

The Closed Loop Difference

Lead capture forms are part of an overall strategy known as a closed loop marketing.  Closed loop marketing ensure your campaign addresses the needs of the prospect from their first site interaction to post purchase.  With closed loop marketing you’ll be  able to see a customer’s steps through the sales process and design the marketing pieces that facilitate the movement from prospect t customer to referring customer. 

Putting It Together

Lead generation is easily attainable when a good overall strategy is used. Internet-based business owners will always benefit the most from gaining a better understanding of exactly what their typical prospect is looking for. 

Are you ready to stop the lead in your website – and begin capturing every lead and put them in your marketing funnel. 

Contact us today to talk about how Inbound Marketing can help you turn all site visitors into prospects and paying customers. 

Connect with Me!

Tags: evaluating marketing, inbound marketing, website marketing, Marketing planning

Marketing isn’t always sexy

Posted by Melanie Taljaard on Tue, May 20, 2014 @ 10:05 AM

As a marketer, I ‘ve had the chance to do some pretty cool things that I call work.  Like when I worked in travel marketing and I visited exotic locales or when I get to mystery shop businesses and play customer at a spa or restaurant.  Marketing your own business can be fun – hosting events, doing photo shoots, video creation, networking, etc.  I even get a charge out of bringing a new website to life or finally seeing a collateral in print—but then again I am a bit of a marketing nerd.  

But marketing isn’t always sexy. 

marketing consultant halifax

In fact some of the most effective marketing tactics are by far the most boring. 

Last month, I hit some all time record highs – the most website traffic ever on my site and my leads were also up 1200%+, so as I always do, I took time to reflect on the recent efforts—how I spent my time, what worked and what didn’t.

As I reviewed efforts and results what stood out was how unremarkably sexy any of the efforts that generate such impressive results were.  No new website, I have yet to launch the video I have been working on.  The month consisted of simply staying the course and rolling out what I know to be tried and true marketing efforts—like regular blogs, enewsletters, site optimization and a strong social presence.  Sometimes this can get a bit boring – but staying the course is often where the magic happens.

Lessons from the recent marketing success remind me of the book—Do the Work by Steven Pressfield.  Well worth the read if you need the motivation to work on your business instead of in the business. 

And as for your marketing – be sure to give those new tactics time to show their value.  Pay close attention to your marketing analytics and look for opportunities to create synergy among your pieces.  If a marketing tactic isn’t pulling it’s weight – take a long hard look at it before you give up. Did you give it a fair chance?

Need to give your marketing a critical review, why not start with my ebook – 10 Useless Things to Cut from Your Marketing

Click here to download the eBook!

Tags: evaluating marketing, evaluating media efforts, inbound marketing, website marketing, halifax marketing consultant, online marketing

Facebook not delivering like it used to?

Posted by Melanie Taljaard on Mon, May 12, 2014 @ 11:05 AM

As a much-loved tool by individuals and businesses alike, Facebook has delivered a uniquefacebook engagement opportunity to reach and engage with fans online.  While FB started as a social network to connect with friends, Facebook Fanpages quickly became an excellent way for businesses to engage with fans.  In fact 52% of marketers have generated a lead from Facebook in 2013. 

For several years now Fanpages have afforded businesses a virtually free opportunity (other than the human capital costs) to connect with fans online.  Facebook also offers advertising opportunities but this post is focusing on the Facebook promotion with the use of Facebook Fanpages.  

Did you know Canada is THE country with the most active Facebook users?  Now that should be reason enough to pay attention to Facebook.  

Facebook Fanpages have evolved overtime – rolling out more and more features to Fanpages.  Insights are an excellent FB feature that shows you details about your fans and detailing how and what your fans engage with.  If you watch your page insights you may have noticed a decline in your user views and engagement. 

facebook impact down

About a year ago major brands began complaining that their engagement was down and Facebook denied this claim.  But earlier this year Facebook has changed their tune – admitting that major brands should consider paid distribution to maximize effectiveness of their message.

Facebook claims that because more people are sharing more content your organic reach doesn’t have the same impact, let’s look at the numbers.  April 23, 2012 Facebook stated that pages originally reach 16% of their fans on average. 

In December 2013 Facebook’s algorithm changed and average decline in reach was thought to be 44% for some brands, but other brands claimed as much as an 88% decline.  Say you had 500 fans, reaching only 16% of them seemed dismal enough, as it translates to reaching only 80 fans in 2012, but given recent changes you’d see that number fall to 45 people or on the low end a mere 18 people.  

So what to do if your Facebook reach and engagement are down?  Well let’s not throw the baby out with the bath water.  You may still want to keep facebook as a part of your online marketing mix, but review your insights and understand what you are reaping for the efforts you are investing.  As the old adage says – don’t put all your eggs in one basket.  Ensure Facebook is a part of a well rounded online strategy. 

Ready to learn more about using Facebook for your marketing?  I have put together two free resouces.

This FREE & UP-TO-DATE 2014 GUIDE will give you over 20actionable items to enhance your Facebook Fanpage.  

Click here to download the eBook!

I have also compiled a social media cheat sheet provding all the details you need to size cover images for: Facebook, Twitter, LinkedIn and Google+

Click here to download

Tags: evaluating marketing, inbound marketing, facebook marketing tips, website marketing