“Watch what I do, not what I say.” If this was about me, you’d watch me spend too much money on footwear and then listen to me telling you why they’re great purchases. But this isn’t about me - it’s about Gary Vaynerchuk (aka Gary Vee) and how he actually does marketing. Side note: this man has...Read More
The whole point of creating content using the inbound methodology is to nurture prospective buyers through their research phase. You start by educating readers about their problem (the awareness stage), then highlight the available solutions (the consideration stage) before revealing the best providers of those solutions (the decision stage).
“Watch what I do, not what I say.” If this was about me, you’d watch me spend too much money on footwear and then listen to me telling you why they’re great purchases. But this isn’t about me - it’s about Gary Vaynerchuk (aka Gary Vee) and how he actually does marketing.
How are you finding making connections with prospects while under worldwide lockdown? Webinars are great, podcasts have their place and social media is soaring. But there's so much more we can do than just stale Zoom calls to engage people remotely during these strange times.
Recently, things have been very different for everyone. Companies have been adapting and focusing, which means they've have had time to implement ideas that have been on their wishlists for a while - things like product launches.
With Zoom screens replacing stages due to COVID-19, the HubSpot User Group (HUG) had no choice but to go digital. At our very first live-streamed event, the second speaker to share not only his screen but also his insight was Andrew Munnelly. He’s a Customer Success Manager at HubSpot, so you could say he knows a thing or two about its sales tools.
With everybody flocking online and events on hold due to COVID-19, the Manchester HubSpot User Group (HUG) had no choice but to go digital. At our very first live-streamed event, our native HubSpot extraordinaire and Lead Inbound Strategist Samuel Banks took to the stage, well, Zoom screen.
Over half of content marketers say they use data to inspire their content marketing. But when we talk about data, it sends shivers down some people’s spines. There are enough data points to make your head spin whenever you log in to any of the dozens of marketing tools most of us use.
The year is 2006. Google splashes out almost $2 billion to buy YouTube, the hype is real as Borat hits the big screen, Zizou does the unthinkable with a headbutt heard around the world and two blokes from MIT create a company called HubSpot that changes the way marketing works.
When you work in marketing, it’s important you never stop learning. I know the same can be said for most industries but with marketing, if you miss the latest trend or new functionality, there’s every chance your competitors could get a big old advantage over you.
Content is the lifeblood of inbound marketing and I’m not just saying that because it’s what I do all day. It has such a big part to play in the methodology but are you getting the most from your existing content?
We all know why a buyer’s persona is important - by creating personas, understanding their needs, ambitions and pain points, we can create relevant content they’ll be able to engage with. However, they need a pathway that can guide them from the initial point of discovering a problem or need to the final decision surrounding that need. That’s what we in the marketing biz call a buyer’s journey.
HubSpot’s CRM tool helps you to easily manage data, track your existing leads and close those all-important sales - it’s no wonder you want to get started. Setting up your HubSpot CRM doesn’t have to be long winded and drawn out. In fact, it can be up and running in an afternoon if you’re organised.
When times are hard, it forces us all to get innovative. Needs must and all that. So, for this episode of INBOUND AFTER HOURS, we take a look at what we can see are original ideas from companies trying to survive (or thrive) in a mid-pandemic world and what the lasting impacts may be. Plus, we touch on the brand new HubSpot CMS and the usual splashes of general chatter/nonsense.
In these challenging times, it’s completely natural for businesses to wonder what’s around the corner. We know a lot of people are thinking the same thing and are worried, so we’ve decided to do what we can and help you where possible. We brought along five industry leaders for our webinar series: helping marketing and sales professionals navigate the challenges caused by COVID-19.
There’s no doubt you have concerns and questions about what’s next for your business. We’re in an unprecedented situation and the coronavirus pandemic has already impacted many individuals and businesses. To do our bit, we decided to bring along five industry leaders for our webinar series: helping marketing and sales professionals navigate the challenges caused by COVID-19.
The coronavirus pandemic has impacted all businesses in some way or another. In certain industries, companies are struggling while in others, they’re thriving. Whatever your situation, it’s likely you have questions or concerns. Recently, Rikki, Founder and Director of Digital 22, was invited to B&B Press’ BeBrilliant webinar series to help digital marketing professionals navigate the challenges caused by COVID-19.
It’s safe to say the coronavirus pandemic has affected us all in some way. Businesses are closing, others are being forced to work from home and some are shutting their sales and marketing efforts down entirely. To play our part in helpin you in these testing times, we brought along five industry leaders in our webinar series: helping marketing and sales professionals navigate through the challenges caused by COVID-19.
2020 has been an incredibly tough year. Now, everyone is feeling the impact of the coronavirus pandemic. Individuals and businesses have all suffered from the fallout, but we’re here to do what we can to help you navigate the challenges caused by COVID-19.
Recently, our Founder and Director, Rikki, was asked to do a talk. It was about helping marketing professionals navigate the challenges caused by COVID-19 and the feedback was great. So to continue providing you guys with value, we brought along five industry leaders in our webinar series: helping marketing and sales professionals navigate the challenges caused by COVID-19.
The HubSpot Flywheel revolves around customers feeding growth. To turn strangers and prospects into customers, you need to work through the Attract and Engage stages. But to turn them into promoters, you need to delight them - the final stage. Customer delight is all about making sure your customers are happy and that they stay loyal to your brand. Here’s why you should care about it.
Ever wondered what it's like to build and launch something as big and game-changing as a CMS that plans to take on WordPress? Luke Summerfield, HubSpot Go To Market Lead and GDD inventor, shares a behind the scenes look at the huge launch of the HubSpot CMS Hub.
The stages within the customer journey are important and they depend on each other to work effectively. The simple truth is, all stages in the customer journey can make or break a conversion. This means you have to become well-versed in what you can do in each stage to limit the chances of someone pulling out.
I get it, marketing phrases can get pretty confusing really quickly. Between all of the acronyms like UX, CMS, CTR, ROI, SERP and loads of others, there are terms like buyer journey and customer journey to get to grips with. Buzzwords like these are usually used interchangeably but they’re actually a bit different from each other.
And the winner is… HubSpot. You’ve decided that inbound marketing is for you and HubSpot is the platform you’ll utilise to deliver it. Honestly, that’s a fantastic choice. But there’s still one final decision to make before you can crack on.
Creating customer delight is one of the most productive ways in building trust, enhancing the good working relationships you have with your clients. Helping to support them and find joy in the little aspects of your work really helps you go the extra mile. So how do we delight the customer in 2020? Let me give you the breakdown.
For any organisation, increasing online traffic is one of your top priorities. It’s a very simple idea really - the larger your site’s traffic, the more chances you have of generating leads which will ultimately lead to more customers. The key question you need to answer is: how can I get more traffic to my site? You’re in luck...
From floods to fires, 2020 has already been a testing period. We’re now sadly at a stage where every individual and business all over the world is feeling the impact of the coronavirus pandemic. Although governments and public health officials are taking relevant action to slow down the spread of this disease, it’s completely natural for you to wonder what’s next. Here's an in-depth look at the impact of coronavirus in marketing.
As the coronavirus crisis deepens across the globe, uncertainty is proving to be arguably one of the biggest challenges faced by businesses today. With remote working on the rise and an online presence more important than ever, many leading organisations are taking strides to help businesses.
So you’ve decided inbound marketing is for you: fantastic decision. But this can be a confusing leap without the right preparation. It takes a lot of research, planning and effort to gain the success you deserve from inbound marketing.
Luke Carthy is an eCommerce Consultant, which is another way of saying online shopping God. He came down to Digital 22’s LOVE INBOUND event to talk about eCommerce, some of the common problems people face and how to get the most out of Google Analytics (GA). Check out Luke in action below.
“What is creativity? Why is it so important, now and in the future?” asked Kirsty Hulse, the Founder and Managing Director of Roar! Training and Manyminds, at our LOVE INBOUND event. In her talk, Kirsty focused on the science of creativity and how we as marketers and business leaders can really capitalise upon it, becoming even more creative in the process.
Growth-Driven Design (GDD) is a methodology we’re pioneering here at Digital 22. Even though we’ve been trained by Luke Summerfield himself, it was pretty cool to hear him talk about it at our LOVE INBOUND event.
“Breakthroughs only happen when you are completely and utterly blocked.” This was the beginning of Meghan Keaney Anderson’s talk at LOVE INBOUND 2020. Anderson is the VP of Marketing at HubSpot, so as you can imagine, she knows her stuff.
LOVE INBOUND 2019 provided so much insight and it’s no surprise some of our lot wanted to be in the spotlight the following year. Our very own Head of Creative, Paul Mortimer, took to the stage and asked the all-important question, “How long should a blog be?”
We know that video is making waves in the marketing industry, and more and more businesses are reaping the benefits. It’s becoming increasingly difficult to stand out, captivate prospects and most importantly - convert leads to deals.
Lead generation is a crucial consideration for any marketing campaign. It’s a key metric to determine how effective your efforts are. So how do we track our lead generation success? By recording key lead generation KPIs. So, what are these KPIs and why are they important to a B2B lead generation campaign?
Well, LOVE INBOUND 2020 is in the can and Aleks is editing the footage and podcasts for you. As. We. Speak. Big thanks to everybody who turned out for our free marketing event, at the end of February. And massive shout out to all the amazing speakers who came from both sides of the Atlantic to deliver some amazing talks.
As important as your marketing and sales teams are when converting leads, your service team is just as crucial to maintaining brand advocates. When they’re solving your customers’ problems and helping them achieve success using your product or service, they’re effectively helping turn customers into a growth engine for your business.
2020 is now in full swing which means it’s time for businesses to adopt new trends, whip out the playbook to use fresh tactics and implement new technology. The marketing world is dynamic and ever-changing, so you need to stay up-to-date with all the new developments to keep your competition in second-place in this never-ending marathon.
As the world of marketing is constantly evolving, it can sometimes be difficult to determine how successful a particular marketing method is. Staying on the money can lead to an impressive amount of sustainable growth while failure to keep up with the stats and trends can lead to being left behind.
Forget your A-Team and Teenage Mutant Ninja Turtles. With 2020 in full swing and plenty of new marketing trends, tactics and HubSpot features to discuss already, you need an experienced and reliable four-man team to update you on all the exciting inbound marketing news. So, who you gonna call?
Nowadays, people expect multiple types of content to suit their needs. Not everyone has time to read a 6,000-word blog post. Others want a quick video and then there’s podcasting - a great way to reach people outside of when they’re sitting in front of a computer. The best part? You don’t need to be an established content creator to learn how to start a podcast for your business.
With your marketing team working one way and sales team another, it’s no surprise that there can be some disconnect between the two. They need to be on the same page and that’s where HubSpot’s sales reporting software is a lifesaver as it gives your teams everything they need to know about your pipeline in one place.
Inbound sales are the perfect type of sale because leads know what they want and they know how to get it because you’ve nurtured them into the right place at the right time. That being said, sometimes it can be difficult for marketing and sales to find true alignment during this process. Finding that alignment is key to producing the most efficiency within your sales process.
I might not own a multi-million-pound empire but even I know that the first rule of any business is to retain customers and build loyal, lasting relationships with them. Delighting your customers can result in more sales opportunities and maintain loyalty and credibility.
The buyer’s journey is a process where individuals become aware of a problem, they consider and evaluate their options before deciding to purchase a product or service. It’s to make sure you reach out to prospects in the right way at the right time. Thanks to a quick Google search, the buyer’s journey has now evolved.
Inbound marketing is the present and the future. It’s ever-evolving, it’s effective and it’s disruptive. It’s a more helpful and human approach to growing your business. It’s a method of attracting, engaging and delighting people by providing value and building trust. Customers are now in control so it means you need to adapt to their needs and establish yourself as a trustworthy, authoritative figure in your industry.
Yesterday, the SEO-Twitter chat was centred around the news that Google has stopped listing rich snippet pages in the main SERP results. Previously, being featured in the snippet meant you were not only holding prime SERP real estate, but you were also listed in the regular results. No more.
Inbound marketing is constantly evolving. Here at Digital 22, we love keeping up with the new and exciting trends that develop every year. I’ve been doing my research, (and bugging some of my colleagues here in the office) to create a list of the most interesting inbound marketing trends that will be utilised in 2020.
As the inbound methodology is constantly evolving, there’s so much to learn - especially if you’re thinking about adopting this technique yourself. The best alternative is to hire an experienced agency who can deliver top quality inbound marketing solutions for all your needs.
Ah, recruitment. The age-old problem of attempting to find the perfect fit for your team while trying to build a strong employer brand and retaining the talent you already have. That’s just the tip of the iceberg - there’s a lot more that recruiters and those in an HR role need to juggle. So, who better to bring on the Inbound After Hours podcast than our very own Talent and Culture Manager?
Netflix. Slack. HubSpot. Some of the biggest companies in the world have implemented a culture code and we’ve set the foundations at Digital 22 as we continue to grow with our very own version. As more and more talented marketers and specialists join our growing team, it can be difficult to maintain the same fantastic culture that’s been in place for years.
HubSpot is well-known for offering an easy interface and seamless user experience. They’ve always kept the marketer at the centre of their platform - especially when it comes to updates. At INBOUND 19, Christopher O’Donnell, SVP of product at HubSpot, showcased some of the top ideas from customers that the company has now implemented in the platform.
Today’s consumers are spoilt for choice when it comes to solutions to soothe their challenges. In response to this, businesses are implementing multiple marketing and sales tactics to draw consumers in. The more choices consumers have, the more tactics businesses will throw into the mix and that means more things for marketers to keep an eye on. This is where marketing automation platforms can help. There are plenty to choose from, though, and one of the most common faceoffs is HubSpot vs Marketo. Here's a comparison of their features so you can decide which is best for your inbound efforts.
With the growth of inbound marketing as a response to failing outbound techniques, more and more companies are adopting inbound methods as the key means of marketing. Given that a large part of the philosophy relies on being an authority on a particular niche and that you need to produce swathes of content to attract and nurture leads, it's tempting to conduct your own inbound campaigns.
With 54% of consumers wanting to see branded video content from businesses, 55% of people consuming video content thoroughly rather than skimming and a predicted 82% of all IP traffic being represented by video content by 2021, as a marketer, is video really something you can afford to ignore?
Yeah...this is one of those blogs where I’ll tell you that the answer to when you can expect inbound marketing results is ‘it depends.’ Hear me out. Obviously, the inbound approach requires a lot of effort, time and commitment. But if you’re consistent, you can probably expect consistent traffic from anywhere between six to nine months (typically).
Despite being part of the Russell Group, renowned as one of the leading groups of universities in the world, Newcastle University knew they could offer a better experience for their prospective international students. By utilising several HubSpot features and integrations, they were able to answer queries faster than ever before and free up their internal team to do more meaningful work for their prospects around the globe. Here’s the story of how Digital 22 helped.
A prestigious university with an enterprise-scale tech stack needed to integrate their HubSpot to talk to multiple custom-built SAP platforms, as well as some other key tools. See how Digital 22 helped.
Due to the fluid nature of property development projects, the Growth Driven Design methodology of designing and building websites was perfect for this client. As well as overcoming lots of red tape, we managed to design an authoritative, effective and insightful website. After reading the submission, check out https://www.bermudiana.com/
Whilst the product is crafted in a hands-on, highly bespoke and labour intensive way, there's no need for the sales team at Revival Beds to work similarly when it comes to leads. This is the story of how HubSpot Sales Hub was used to modernise and improve the effectiveness of our client's sales process. Insights and data is now available in an automated and easy-to-use way, for the first time in the company's history.
If you’re reading this and you advertise on Google Ads, I have no doubt that by now you will have been contacted by a Google Ads representative. Now, in the not too distant past, your Google Ads rep used to be a great point of contact. They would change every six months or so but would offer a good insight into your account, how it was working for you and suggestions to improve performance. The main thing I mentioned there was, how it was working for you.
So, there was a lot of talk surrounding GDPR in 2018 and rightly so. It had the potential to have a big impact on marketers, in particular, those practising digital/inbound marketing techniques. By now, everybody should be compliant.
When it comes to key performance indicators (KPIs), there are the obvious ones and then there are the ones that are more obscure. You want to be tracking the right metrics, otherwise you might be making decisions based on misleading information. Here are ten inbound marketing KPIs you need to be focusing on in 2020.
Inbound marketing methods can guarantee some pretty amazing results. Sometimes they can seem like chance happenings that seem to do incredibly well unexpectedly. But let me reassure you, there will be a dedicated marketing team behind every idea.
Website conversion is the percentage of visitors that visit your site and complete an action such as purchasing your product or signing up for your newsletter. How can you increase website conversion? Just a small change can have a big impact on your conversion rate. These 40 tried and tested ideas we are about to show you, are being actively A/B tested by us and others.
The marketing landscape is always changing. What worked one year for successful leads might be completely outdated by the next. Can you believe there was a time when cold calling was king? You might not want more leads, instead you want better-quality leads. You’re in the right place.
Your website is generating traffic. It’s technically sound with everything logged in Google Analytics, but one thing strikes you...your ‘bounce rate’ seems abnormally high. Something’s not right. In short, your bounce rate depends on your industry. There’s no real right or wrong answer but what you can be sure of is if you feel it’s too high, then it probably is.
A buyer persona is a semi-fictional creation of your ideal customer. By collecting and using information about your target market, you can create detailed profiles of the types of customers you’ll deal with. If you understand their ambitions, attitudes and priorities, you can create content that will engage with them.
Email automation workflows are automated emails that are sent to help nurture leads into customers. They play quite an important role in the inbound methodology. In the words of Hubspot - they say it best - you'll be a marketing hero. So you really should be using them.
Over the years, the quality of email marketing has been consistently rising to keep up with the education of the recipients. People are becoming wary of emails and their genuineness. Because of this, email marketers have had to overcome challenges and evolve so that they can capture the attention of their recipients.
HubSpot’s marketing hub offers four different packages: Free, Starter, Professional and Enterprise. This blog will discuss the features which the Free package offers and whether it’s enough to help you run a successful inbound marketing campaign.
In our first-ever entry into Vidyard’s 2019 Video in Business Awards, Digital 22 was awarded a coveted runner up spot in a category featuring stiff competition. These awards are a way to celebrate modern marketing, sales and video production by experts that use video to create ways to solve challenges and solve generate better results.
Hi there, blog browser. I’m assuming you’re a marketer who has clicked on this blog to find the best chatbot solution for your company after hearing a great deal about them across marketing news channels. If that’s the case, you probably already know what chatbots are, how they work and what kind you need. No, we know it’s not as easy as that. I’ll run through a basic rundown of what they are and how they work.
HubSpot is able to build three types of chatbots: Qualify leads bots, Book Meetings bots and Support bots. This blog will discuss all three of these in detail, from how you can devise a strategy to going ahead and actually building one in HubSpot.
Originally written: Apr 2016 Updated: Nov 2019 To successfully convince your boss that inbound marketing is a profitable way forward, you need to show them the benefits of adopting inbound. So how do you answer the question ‘Does inbound marketing really work?’ The answer is statistical proof.
The first (and maybe the most vital) mistake which a lot of people tend to make when it comes to email automation is not performing tests. Testing is a key part of marketing, but it’s particularly important when it comes to automation.
Originally published: Apr 2016 Updated: Nov 2019 Inbound marketing often comes up against lots of objections. Most of these are rooted in the problem that successful inbound strategies rely on a change of mindset. If you’re a little hesitant about adopting inbound marketing, you (hopefully) won’t be at the end of this blog.
Originally Written: Apr 2015 Blog Updated: Nov 2019 Outbound marketing is one-dimensional as companies reach out through interruptive or obstructive techniques. Inbound is adaptable. It refers to a marketing style where customers search for helpful and holistic content supplied by businesses relevant to their needs.
HubSpot is able to integrate with over 300 different platforms. All of these integrations can be really beneficial to your business. However, I thought it would be worth outlining four of the best which can help you generate leads and close more deals. First, let’s start with a personal favourite of mine - Seventh Sense.
The first talk at the final Manchester HUG of the year saw Richard Mann, Co-Founder of sales forecasting software QuarterOne, explain why it’s vital to build bridges from sales and marketing. Alongside showing off his superior LEGO skills, Richard explained to the audience that it’s not about building bridges between sales and marketing (as HubSpot already does that), but from sales and marketing to the rest of the organisation.
At the final Manchester HUG event of 2019, Customer Success Manager at HubSpot, Alexis Deuwel, touched on all the amazing updates HubSpot revealed at INBOUND 19 in Boston. This year was less about new products and more about optimising your experience on the platform, so check out Alexis’ full talk below to find out about the new updates.
Welcome to HubSpot Basic Training, Private. If you’re considering your options for a first inbound marketing campaign, then yes, it can be done with HubSpot’s basic marketing package - but there are some limitations.
Whether it’s building landing pages or importing deals, there’s loads of different areas of HubSpot which you need to be clued up on. The platform is very broad but there are tons of helpful content on the web which will help you become a master of HubSpot. From free resources to videos, to certifications and blogs, here’s some of our favourite resources which explain how HubSpot works. Let’s get going…
Email workflow best practices, also known as drip campaigns and email automation, is something which takes constant management and tweaking. A great aim should be for users to never realise they are being marketed to autonomously.
Originally Written: Apr 2015 Blog Updated: Nov 2019 Allocating a marketing budget can be one of a marketer's most important and often most daunting responsibilities. A budget isn’t infinite. How much goes into each element of your strategy can make all the difference.
HubSpot’s workflow tool goes way beyond sending automated emails. There’s loads more ways it can help you do stuff effortlessly. Here are three other things you can do with HubSpot Workflows other than email automation. Let's get started with a biggy - changing contact properties.
The marketing world is packed full of loads of different inbound software all promising to help your business. Sure, they might be great but there’s a reason HubSpot is the king (or queen) of inbound marketing. Outdated tactics don’t work anymore and you need a breath of fresh air with buyers now in control.
Lead grading (also known as lead scoring) is the process of assigning numerical values to each lead which is generated for your business. There are different attributes which a lead can be scored on, including the information which they’ve submitted through a form or how they’ve engaged with your website.
Digital 22 became a limited company exactly six years ago today. Time has flown by and lots of things have happened within this period. We’ve won awards, hired some fantastic people, but most importantly of all, we’ve had an amazing time in the process.
If you want new methods to increase leads and boost sales productivity, then you need to introduce lead scoring into your sales strategy. HubSpot is one of the leading platforms when it comes to lead scoring and is guaranteed to help take your sales strategy to the next level.
So you’ve accidentally given the work experience kid Super Admin permissions on HubSpot in their second week and they start causing chaos in your HubSpot CRM. Okay, they might not channel their inner Daenerys Targaryen and let the power get to their head (one for all you Game of Thrones fans out there), but it’s better to be safe than sorry when sorting out HubSpot user permissions.
Vidyard is replacing their original offerings with four new product tiers for businesses who are looking to get started with video content. They’re also dropping the ‘GoVideo’ name and bringing everything under the Vidyard brand.
Have you been looking for landing page examples? Well, you’ve come to the right spot. Landing pages are arguably one of the most crucial steps in a marketing plan. This is because of their unique way of enticing the reader to become a consistent reader of your content - so they need to be spot on.
Facebook visibility, storytelling power, HubSpot analytics and the Five Cs Model. Our team of eight intrepid inbound adventurers have returned from the INBOUND 19 event in Boston full to the brim with new knowledge on all these things and more.
Your sales pipeline works by placing your leads, prospects and sales opportunities at different stages of the sales cycle. You then measure their progress as they move through the pipeline stages, from an unqualified lead to a delighted repeat customer. Actually knowing what to do with this information really helps as it’ll determine the actions your sales team should take next.
Chatbots are the future of customer engagement. Consumers are smarter, less reliant on sales staff and are on the lookout for the easiest way to communicate with a brand. It’s expected that by 2020, over 80% of businesses will utilise some sort of chatbot automation in their process.
Whether you’re asking Alexa for a compliment to receive an emotional pick-me-up or checking in with Siri to see when the next alien invasion is, you’re actually using a lead generation bot. Hear us out. It’s all based on the questions we ask these bots and the pre-fed answers they provide that we hear in a conversational tone.
Creating a few different templates for emails, blogs and pages can make your life a whole lot easier down the line. They’re a great foundation for the content you produce and the actual process of creating them on HubSpot is nice and straightforward. Here’s a quick rundown of how to make and import templates and a few best practices for good measure too.
In the red corner, with 24-hour automated functionality and the ability to give you hours back in your life, we have chatbots. And in the blue corner, we have live chat, an outdated way to engage with customers. Both have very similar ways of working, but which one is right for you?
Deciding to build a chatbot is just the first step. Next, you’ll need to consider the different bot frameworks that are available and choose the one that’s right for you. There are quite a few to sort between and the industry is pretty new, so finding the important stuff on each can be a bit tricky.
If you didn’t know by now - chatbots are taking the marketing world by storm. It’s super clever in the sense that you can use this AI-powered technology to create automatic conversations with your leads and prospects. Best of all, it’s done in a conversational tone. To achieve this, though, you need a killer chatbot strategy.
The pay-per-click (PPC) advertising model continues to grow in popularity. It’s now an integral piece of the inbound marketing puzzle as it offers options that you simply can’t achieve from any other method of online marketing. Remarketing, geo-targeting, instant results… yep, it’s pretty important.
By 2020, over 80% of businesses are expected to have implemented some sort of chatbot automation. For the majority of customers, email responses are too slow and phone trees are too limited. Enter chatbots.
Boston; home of the American Revolution, the Boston Red Sox and for a short period of time, a whole bunch of Inbound Marketers. That’s right. In early September, the capital of Massachusetts opened its proverbial doors for INBOUND 2019 which, in case you don’t know much about it, is a huge event entertaining key speakers and big thinkers from the business world and the super-curious practitioners of the inbound methodology.
For any chatbot to be a success, it needs to aid the overall user experience. If it’s helpful, easy-to-navigate and your users are actually getting value from it then great, you’re on the right track. I know what you’re thinking, though. You want your chatbot user interface (UI) to look so stupendously impressive that you can’t help but admire your handiwork.
The Manchester HUG in August was an incredible event. Three talks, three individuals with a wide range of experience and 46 like-minded attendees, all ready to learn about all things HubSpot and inbound marketing.
At the Manchester HUG, David Chaves Rodríguez, a Customer Training Specialist at HubSpot, took us on a deep dive into smart content and personalisation. At the end of the talk, the audience knew how and where we could personalise our websites.
INBOUND 19 is officially in the books. The Digital 22 crew that attended are slowly getting over the Boston blues, have recovered from the jetlag and are ready to share so many learnings from HubSpot’s latest blockbuster event. This year was a little different, as half of the team attended Drift’s HYPERGROWTH event while the others attended Partner Day.
Conversational forms are rule-oriented chatbots, learning from user responses they receive. Web forms are an online format of a traditional, printed form. A key difference is that the former is far more interactive and responds to the user’s actions. Whereas the latter is typically a static page which requests specific pieces of data.
Chatbots are one of the leading examples of conversational design and many companies have begun to leverage them into their strategies in recent years. Here’s how you can start to do the same.
As we do every year, Digital 22 has sent eight members of our team to the annual INBOUND event in Boston (definitely not jealous that I'm not one of them but you can check out what the lucky group are getting up to here). Helpful education sessions, engaging events and transformative keynotes are just some of the things on offer. But we’re always most excited for the new products HubSpot has in store for us.
There’s currently no option to create conversational forms on HubSpot. But don’t worry, there’s always the option to replace the form with a chatflow instead. This blog will discuss how you can implement a chatflow on HubSpot and the reasons why they’re so beneficial.
Although there’s the option to build a chatbot from scratch, most people turn to a chatbot builder to save them a lot of time and effort. In this blog, we’ll discuss some of the best chatbot builders on the market and how you should go about choosing one which is right for your business.
We’re pretty huge Rand Fishkin fans at Digital 22. He was a guest on our podcast a couple of years ago and the guys that were on that episode still talk about it. So, we were more than happy to take part in SparkToro’s (Rand’s current venture) Google Ranking Factors survey. The survey asked 1,584 SEO professionals to share their thoughts on Google’s ranking systems and the different factors that influence results. We’ve had a chance to look over the survey results and put together a few key takeaways. Here we go.
HubSpot is known for being extremely user-friendly. The platform has been laid out with the customer in mind. Whether you’re creating a blog or building a complex workflow, there should never be that many stumbling blocks that get in the way.
It can be difficult to prioritise personal development when there’s lots of work to be done at the office. Putting time aside to attend a marketing event can seem scary or selfish at first. With impending deadlines breathing down your neck and the fight to stay relevant in the evolving marketing industry - it can seem impractical.
Today’s customers aren’t used to waiting. Webpage speeds are faster than ever, whole seasons of TV shows are binge-watched the day they’re released and smartphone cameras give us access to breaking news stories as they unfold. If it’s not fast, we’re not interested.
Another week, another podcast. This time, we’ve got a 20-minute show with a video expert from Vidyard, Marija Ilic. Whilst she was here training our team, Mark sat down with her to chat through how important video is in the modern-day sales process and got about 200 tips on how to succeed at video. Check it out now.
Although chatbots and live chats share a common goal (to support and scale business teams in their relations with customers), there are certain differences between the two which are important to know about.
In early 2019, we chose to become an official Vidyard partner. When we saw the back-end analytics that Vidyard’s integration with HubSpot offered, it was an absolute no-brainer. Another no-brainer was making sure we got the ultimate onboarding experience from Vidyard themselves so that we can get the most out of the tool for our clients.
In today’s eager to learn society, there are so many interesting and high-quality conferences to attend. Every niche and sector is catered for, industry leaders share their most pivotal knowledge and valuable insights are gained. Letting employees leave the office for an event is a small cost for the long-term benefits you’ll reap.
Working to a set budget can be difficult and making sure you achieve the best possible outcome within a budget is no easy feat. Just like with any budget, you need to ensure your PPC spend is utilised to its maximum use. So, how do you know if your PPC campaigns are optimised?
You’ll probably already have a good idea of what conversational marketing is, even if you aren’t actively implementing it. It might be a part of a wishlist of techniques and strategies that you’d like to try in the future.
I’m not sure what my favourite bit about doing this podcast was. Beforehand, being a massive fan of Drift’s marketing and the Seeking Wisdom podcast in particular, I was pretty giddy to be chatting to DG on our own show. On the day, on- and off-camera he was properly sound and enjoyable to chat with. Then, listening to the edit, he delivers class knowledge in a friendly and easy-to-understand way.
Chatbots allow you to nurture your MQLs in seconds and instantly respond to visitor queries. They’re being used by some of the biggest brands in the world to improve the buying experience for customers. Let’s take a look at some of the best chatbot examples currently out there that we can pinch and use on our own websites use as inspiration.
If companies wish to remain competitive in the modern market, they need to consider leveraging a chatbot into their strategy. However, due to there being such a large range of chatbot software available, choosing the one which is right for you can be difficult.
We took a bit of a break from recording the podcast but we’re back at it. And we’ve picked up where we left off: it’s either a few of us exploring something relevant to inbound marketers and trying to share as many learnings as possible, or we’re chatting to a big-name guest and getting them to share some insights. This episode’s the latter. Say hello to one of the biggest names in digital marketing: Larry Kim, CEO of MobileMonkey, Inc.
Trying to keep up with digital marketing trends can seem like a walking nightmare for marketers. You take in one amazing learning to boost your marketing strategy, yet three new algorithms are rolled out. Automation tools, new products, software - the list goes on.
A chatbot is an artificial intelligence software that’s designed to stimulate conversation with human users through messaging applications, websites or mobile apps. They’ve been created to help companies provide greater customer satisfaction, cut down on human errors and also save time.
These days, there are so many brilliant ways to learn and work on your skills. You can read or write blogs, you can sign-up to webinars, listen to podcasts on the way to work or create a playlist of how-to videos on YouTube. Although, there’s still nothing quite like face-to-face learning in the form of conferences.
The third and final talk at May’s HUG was presented by Chris Ellis, the PPC Marketer here at Digital 22. Chris has over 10 years of experience working in PPC, managing budgets from £500 to £100,000 per month. In his talk, Chris discussed the five forgotten factors of Google Ads and why they matter so much. Here’s a breakdown of each:
Digital 22 started fully using Inbound Video around a year ago. Although we’ve had some great success using the tool, we’ve also made a couple of mistakes along the way and wanted to share our learnings. At the May Manchester HUG, our Director, Mark Byrne, discussed what he’s learned from 12 months of using Inbound Video. Here are the key takeaways from his talk:
Technology is advancing and at an ever-increasing speed. Businesses can take advantage of this when it comes to customer service. Chatbots are one of the many features available at your disposal - providing 24/7 customer support, live chat and more. Here, we’ll dig deeper into how these tech tools have changed the game of customer support.
At our latest HubSpot User Group event in Manchester, we were joined by Global Partner Program Manager at HubSpot and PR expert, Iliyana Stareva. She talked about the main steps to getting started with Inbound PR and how companies can successfully implement this new method into their strategies. Here are the key takeaways which you need to know about:
Basically, a chatbot is a programme that’s been designed to mimic and have conversations with real people. This can sound a little bit HAL 9000, Skynet or Ultron depending on your preferred AI baddie, but the reality is far less sinister.
Some of the D22 team were lucky enough to attend HYPERGROWTH 2019 in London recently. We were amongst the first to hear about the latest trends in conversational marketing, and perhaps more importantly, the value of being human in all things digital. Those who attended included our Inbound Strategists Dan and I, Social Marketer Louise and SEO Marketer Tiffany, and together we gained valuable insights and different perspectives to take away and apply to our everyday marketing practices.
Yes. Videos are great additions to every branch of your marketing, including sales. Think of how many videos you watch on social media every day and how many of your favourite brands create videos. Why wouldn’t they be a good addition to your business’ sales process? The results speak for themselves.
Your customers are demanding video content from you. A HubSpot survey found that 54 percent wanted to see videos from their favourite brands. Video was the most popular choice, beating emails, social posts, blogs and downloadable long-form content.
The first-ever LOVE INBOUND event proved to be a massive success. The entire team at Digital 22 enjoyed talking all things inbound marketing with those in attendance and the positive feedback we received about the event as a whole has all but confirmed that the second annual LOVE INBOUND will be going ahead.
When done correctly, video can seamlessly integrate with your inbound marketing campaign and boost conversions. But, like with your written content, video needs to deal with the consumer’s pain points at the stage of the buyer’s journey that they’re in.
On the surface, it doesn’t seem like what AdRoll has to offer would benefit the LOVE INBOUND event or inbound marketing at all. But after hearing what AdRoll’s Head of SMB Account Management, Johanna Eichhorst, had to say, it’s obvious just how beneficial display advertising can be when it comes to fuelling growth for your business.
No inbound marketing event would be complete without input from HubSpot. That’s why at our first-ever LOVE INBOUND event, we managed to secure three industry leaders, Christian Kinnear, Aidan O’Leary and Robbie McFarlane who flew over from HubSpot’s Dublin headquarters. In this blog, we’ll touch on what Robbie had to say at LOVE INBOUND.
If you’ve decided to add inbound videos to your marketing strategy, then firstly, congratulations that’s a great decision. Now, you’re faced with actually making these videos. One of the key problems some content creators have comes when deciding on how long to make their videos.
If you were fortunate enough to be at LOVE INBOUND 2019, then you’ll have enjoyed fantastic talks from industry leaders, the opportunity to network with other inbound marketers and delicious food courtesy of Holmes Mill.
Want to know how to boost your email open rates by 19 percent, click-through rates (CTR) by 65 percent and reduce unsubscribes by 26 percent? Of course you do. The answer is by incorporating video into your email marketing campaign. How do you do that? I’m glad you asked.
The first ever edition of LOVE INBOUND was a fantastic opportunity to hear from some of the industry’s leading speakers, including Terrance Kwok, Product Manager at Vidyard. If you weren’t lucky enough to be in attendance, then you can watch videos of all of the talks on the Digital 22 blog.
Hosting LOVE INBOUND was a pretty nerve-wracking experience for the entire team. While it went down a massive success, it’s never easy being the first one on stage in front of a room full of inbound marketing enthusiasts you’ve never seen or met. That’s the role Digital 22 Director Mark Byrne had when warming up the crowd for the rest of the day.
After a hectic few months, we finally moved into our brand spanking new office in the renovated Holmes Mill in Clitheroe. Keeping up with the big milestones, the entire team at Digital 22 pulled together to create, host and successfully deliver our first-ever LOVE INBOUND event by giving people who are passionate about inbound marketing the chance to hear from industry experts.
Our first ever LOVE INBOUND event was a huge success. Not only was it an amazing day for all involved, but the level of knowledge and expertise on display was incredible. We had guest speakers from industry leaders and Digital 22’s own team and we’re certain that nobody in attendance could’ve possibly gone away without bags more knowledge than they started with.
When done correctly, the combination of ABM and inbound works brilliantly as there’s a focus on marketing efforts being relevant, buyer-focussed, personalised and resonates with your audience. Eighty-seven percent of marketers measuring ROI say that ABM outperforms other marketing investments, so it’s definitely something worth considering but the right platform is needed.
When you consider that 85 percent of small-to-medium business predominantly use inbound marketing (according to HubSpot’s State of Inbound Report), it’s no real surprise why inbound marketing is perceived as one of the most effective marketing strategies around.
The closer your sales and marketing teams work, the better it is for your entire company. To highlight just how important alignment can be (and something you should work on right away), here are the drawbacks of a misaligned team can have.
HubSpot’s Content Management System (CMS) Hub isn’t your average CMS. It’s the next generation of website platforms and ideal for companies looking to merge their website and marketing efforts into one singular, adaptive tool.
Compared to inbound marketing, account-based marketing (ABM) is a more strategic approach on how you target specific companies as opposed to casting a wider net to capture as much traffic as possible. That means you need to think about the type of companies you want to work with and figure out the type of content you should send them as this strategic approach differs from the usual inbound tactics.
Consumers now expect personalised marketing and businesses that use data-driven campaigns to tailor their content tend to see the result. Anything from Coca-Cola’s ‘Share a Coke’ campaign to the magic behind Spotify’s ‘Discover Weekly’ playlist to curate a playlist of tracks each individual user would love, personalised marketing campaigns go a long way.
One-to-one marketing (or 1:1/1-1, whichever you prefer) is a CRM strategy which emphasises having personal interactions with your customers. The thought process behind it is that personalised experiences can foster greater customer loyalty and better return on marketing investment
Thousands of businesses have adopted the revolutionary inbound methodology over the years. But have there been any real success stories from well-known brands? Of course there have. Inbound marketing isn’t just limited to small businesses. In fact, it works amazingly well for enterprise businesses too.
Inbound marketing is quickly becoming the hottest strategy on the market. And for good reason too. However, it can be difficult to sell inbound to your superiors, particularly within enterprise companies, despite its amazing success potential.
Enterprise businesses typically struggle with in-house marketing. From a lack of capabilities that they can provide compared with an agency or just a gap in their inbound marketing knowledge, there are various reasons why.
So, you’ve got an event coming up and now it’s time to drum up some interest to make sure you actually have people sitting in those seats. Exciting times - but you need more than one lengthy LinkedIn post or trying to squeeze an announcement inside the 280 Twitter character limit.
When it comes to choosing your marketing automation software, you want to be absolutely sure it can keep up with all the capabilities that you need it to. But, what might not be at the forefront of your mind (although it should be) is how it protects your data and all of your content.
The constant evolution of technology has led to shopping and buying behaviour forever changing too. Chatbots have burst onto the scene and are popular with the modern day prospect. But what are they? And why have they become so popular?
When it comes to marketing automation, it’s not all about the end sale. A lot of businesses are too engaged on the end sale so they forget to target the lead generation, nurturing and re-engagement stages of the sales cycle. Enterprise businesses tend to be guilty of this more so than smaller businesses just because of the sheer size of them and mass volumes of customers.
Forty-six percent of marketers with well-planned lead management strategies have sales teams who follow up on more than 75 percent of leads. This shows that a strict lead management system can improve efficiency and the overall performance of your business.
How much easier would business be if you knew exactly what the customer wanted when they first came to you? Well, with an effective lead management system you can gain a pretty good idea that will make your life so much easier. But what is lead management? And how can you make it successful for your business? This post explains everything you need to know.
What separates HubSpot from a lot of other customer relationship management (CRM) platforms is the bank of integrations it offers. Seventeen percent of salespeople cite lack of integration with other tools as the biggest challenge using their existing CRM, so having over 200 integrations available should be enough to convince you why HubSpot is a juggernaut of a platform to consider.
The bigger your company grows the more data and leads you’re going to have to manage. This is a huge task and it can quickly become a mess if you don’t have the right system in place to keep it well organised. That’s where Customer Relationship Management (CRM) software comes into play.
Enterprise companies usually have so many complex moving pieces involved, such as more tools to manage, more people to coordinate and more campaigns to run. So, it’s not a great idea to add more platforms into the mix and attempt to juggle too many tools at once. That's why HubSpot’s all-in-one enterprise marketing software is ideal for both your sales and marketing teams. So, here are the HubSpot enterprise features you should know about.
No enterprise company wants to be one that follows the crowd rather than blazing their own trail. We get it, it’s not the best way to emerge as a leader in any field, but that’s not to say that you can’t learn from the companies that went from small start-ups to incredible enterprise organisations.
Every enterprise company needs to have a comprehensive customer relationship management (CRM) platform in place so you can handle complex processes. Here are some useful features that all enterprise CRMs should possess so those complex processes can be taken care of in a smart and easy way.
An MQL is someone who is engaged with your team’s marketing efforts but isn’t ready to speak to a sales rep. An SQL, on the other hand, is someone who has indicated through their actions that they are ready for some sales attention.
For a company that has true ambitions of sustainable growth, the alignment of their sales and marketing efforts is absolutely crucial. Organisations that have already made the transition and aligned the two departments are seeing measurable results internally and externally. The business as a whole is working more sustainably and overall, their bottom line is increasing all the time.
When it comes to sales emails, it’s one thing for a recipient to open them but another thing entirely to react to it. This could be clicking through to your website, calling a number, downloading an eBook, reading your blogs, replying to your email and more.
There are literally hundreds of reports that you can create to see how your inbound campaigns are doing but not all of them are super useful. Rather than digging into copious amounts of data and wasting time by analysing metrics that just don’t have enough value in 2019 onwards, here are four essential marketing KPIs your CEO will actually care about.
Just like the old saying “behind every great man, there’s a great woman”, behind every great marketing agency, there’s a clever marketing and sales platform tool. We’re in favour of HubSpot - it’s pretty ace and has definitely helped us reach the heights we’re at now, with no signs of stopping.
Digital 22 has won four internationally recognised awards for their services during 2018. The fast-growing agency, based in Holmes Mill in Clitheroe, works exclusively with the industry-leading platform, HubSpot, as a top-tier partner agency. The company beat off the competition of thousands of other agencies in three quarterly awards and one Grand Prize yearly award.
Rather than your sales team wasting their time and focusing outwards on prospecting, it makes a lot more sense to look inwards at the wealth of information a CRM like HubSpot can provide. A CRM software enables your sales team to capture, monitor and understand your contacts and effectively close more deals.
The modern day buyer is more independent than ever before. Before talking to any salesperson, buyers usually like to go out and look for product reviews, customer brand testimonials and recommendations. For this reason alone, it’s important that your business has a sales enablement strategy in place.
The only way you’re going to see any substantial growth on an enterprise level is if you can do your part to keep your marketing and sales databases in perfect harmony. That’s where the HubSpot and Salesforce integration can help, as the integration lets you freely pass data between both seamlessly.
Sales enablement can be massively beneficial to your business. Whether it’s improving productivity, generating better-qualified leads or just generally increasing profit, implementing sales enablement best practices can be massively effective for your company.
Some things are just meant to be together. Peanut butter and jam. Ross and Rachel. Alcohol and bad decisions. Believe it or not, sales and marketing work a lot better when working closely as opposed to independently. One needs the other to succeed and overall, your business benefits greatly when both teams are aligned and working on the same page.
The days of handing out some brochures and flyers might have been simple ways to boost marketing efforts, but they wouldn’t thrive in today’s world. For your sales team to stand any chance of closing the best leads possible, they need to work hand in hand with your marketing team.
Content can make or break your entire sales process and that’s the main culprit of why many sales and marketing teams don’t tend to get along. Content is a crucial part of sales enablement as it’s basically content that enables your sales team to sell better. By equipping them with compelling resources, it can help your sales team increase sales. Here’s why you need sales enablement content and we’ve thrown in some bonus ideas to help you get started too.
Outbound vs inbound sales is probably a bigger battle than Marvel and DC or the Boston Celtics and Los Angeles Lakers, as both sides will tell you that their way of marketing is the ‘right’ way of doing it. Obviously, by now you know what each method of selling is all about and even though it sounds straightforward, both employ different channels and have their own pros and cons.
You’ll already know just how important it is for your sales team to contact the best prospects at the perfect time. Sadly, one problem a lot of sales teams like yours commonly face is that determining who to contact and when to contact them isn’t always an easy job. If you and the rest of your sales team are sick of those sky-high rejection rates, then it’s likely that sales trigger events can help. Here’s what you need to know about them and how they can help you.
Although talk of sales enablement is dominating the inbound marketing world, there’s currently no universally-accepted definition. However, everyone who’s involved in any capacity can agree that it’s all about equipping sales teams with the relevant content and training so that they can not only focus on the better-qualified leads, but also be in a position where they can actually close them.
If you’re switching to HubSpot after working on a different platform, then it can take a little time to get used to. To make the transition as smooth as possible, it’s important to have an agency on-side that can answer difficult questions and make your life easier.
HubSpot agencies are great for adding extra strings to your marketing bow. But, this isn’t all what they’re useful for. HubSpot agencies can help you with more than just your marketing campaigns. But in what other areas is HubSpot beneficial to your business?
Choosing a HubSpot partner to work with isn’t a decision that you should take lightly. Working with the right HubSpot partner maximises the chances of success and seeing incredible results for your business.
Through no fault of their own, a lot of sales teams are having to waste valuable time chasing leads that are a terrible fit. All of that time and effort goes to waste, so it’s no surprise if some of the team loses motivation. To create an effective lead qualification process to set up sales teams for plenty of success, it’s important for sales and marketing teams to come together at last.
It's no secret that Digital 22 is growing rapidly and just before we enter 2019, we'd like to introduce our latest additions to the team. Keep reading to find out more about April, Oli, Chris, Sammie and Teagan to see what they can do to help our clients grow.
Sales teams all over the world would be ecstatic if every single lead was created equally. It would be even better if they were all a good fit so they could close them one after another. Sadly, sales teams have become somewhat unproductive because they’re too busy chasing lower-quality leads when they should be focusing on high-quality ones.
See how inbound marketing grew monthly views by close-to 14,000%, helped our client expand into several new countries and helped increase turnover by 140%, with ecomm revenue going from €402k to €1.1m.
WiFi SPARK were struggling to make sure their website visitors received an experience that matched their superior product offering. They also had little-to-no insight into who was using their website, how they were doing so and why they were converting into contacts. Here's the story of how we helped with these issues by using Growth Driven Design. This blog post was submitted for a HubSpot Impact Award under the Website category and was the quarterly winner for Q4 2018.
WiFi SPARK created a product which improves people's experience whilst being a patient in hospital, but the benefits are hard to demonstrate on film. We created an animated video that demonstrates how it works and how it helps. We submitted it as a case study for a HubSpot Impact Award in the Graphic Design category. This submission was the quarterly winner for Q4 2018.
Different members of your sales team will want recognition in various ways but one thing they will have in common is the frustration of trying to close leads that turn out to be bad because they’ve probably been targeted too early. Then, that’s where the blame game comes in.
Cold calling is dead. We’ve probably all been on the receiving end of one even to this day and more often than not, we all hang up really quickly. Put yourself in the cold caller’s shoes and just think about how much success you’ll have using outbound methods today.
This blog post was submitted for a HubSpot Impact Award for Sales Enablement. It tells the story of how Digital 22 used HubSpot and Sales Enablement Services to increase a client's turnover from £3.8M to close to £5M. The submission was the quarterly winner for Q4 2018 and the overall Grand Prize winner for 2018.
Barcelona vs. Real Madrid. Boston Red Sox vs. New York Yankees. Baltimore Ravens vs. Pittsburgh Steelers. Sales teams vs. Marketing teams. All vicious rivalries in their own right where they can spend many hours squabbling. An Aberdeen Group study claimed that a highly-aligned organisation achieved an average of 32 percent year-on-year revenue growth while less-aligned competitors saw a seven percent decrease.
There are over 2,500 agencies on the HubSpot Partner Directory for you to sort through when choosing one to work with your company. Where do you even start and how do you sort the good from the bad? Here are a few things to look out for when shopping around and some questions to ask before you make your final decision.
You’re probably in the same boat as many other sales managers and sales teams when it comes to the frustrations of selling woes. Losing leads because you forgot to follow-up with them, called leads based on the order they appeared rather than checking who was the best fit and spending too long adding leads to your CRM. It’s not fun and it’s not productive.
When looking for a HubSpot agency to work with, you’ll probably see that each one has achieved different levels, like Diamond, Platinum, Silver or Gold. Diamond is the highest tier that an agency can achieve, but what do they have to do to reach that level and what makes them better than those at a lower tier? Let’s find out.
INBOUND 18 was a very successful and memorable trip for Digital 22. Everyone in attendance learnt about all of the new product launches HubSpot has released, we soaked in some brilliant keynote speeches and we also managed to catch up with some special guests for Inbound After Hours.
Marketers can’t be blamed for assuming that creating workflows are a long-winded task. In reality, though, they’re heavily underappreciated when you consider the role they play in helping to nurture customers. In fact, any successful Inbound Marketing strategy should be using email automation workflows considering they have so many benefits. Here’s how you can plan and writing an Inbound Marketing email workflow for yourself.
Although inbound video marketing now needs to be taken more seriously than ever, it doesn’t mean every marketer has to have skills like Martin Scorsese and Christopher Nolan. Sure, having a video editor on hand to create some compelling inbound videos is a great way to go - but inbound video marketing is for the entire team to get involved. If you want to get started with filming inbound videos yourself, here are some quick video ideas you can implement this week - without shelling out a fortune.
By now, you must have heard just how important inbound video is and how much of a focus there needs to be on it in 2019. However, filming your inbound videos and actually implementing that into your inbound marketing content strategy plans are two different things. You need to know how it fits into inbound marketing, the buyer’s journey, the Flywheel and more. Here’s how to add inbound video content to your strategy plans.
Just like (written) content marketing, video marketing isn’t a brand new principle that marketers have stumbled upon thanks to pursuing inbound methods. The key difference is that the priority has always fallen on our written content and not on getting behind the camera and filming inbound videos that can achieve the same - or more - goals. It’s now more important than ever to dive into inbound video and make it a key part of your marketing strategy. But what exactly is inbound video?
There’s no shying away from the fact that your written content is always going to be important. What’s equally as essential is that you now incorporate inbound video into your marketing strategy if you want to take your effort to that all-important next level. Although video marketing isn’t anything new, the importance of inbound video within every marketing channel is something that should be given a lot more focus. So, find out how important it is and how you can do it yourself.
We take podcasting quite seriously at Digital 22. Not only does it act like an ‘escape’ to sit down with a beer and talk all things inbound marketing, but it’s also quite an important part of our inbound marketing strategy. However, after a consistent run of churning out quality episodes with the team and some high-profile guests, we went through a dry spell when we didn’t upload an episode for around six months.
Forms are a great tool to use in inbound marketing. Whether it’s to improve website conversion rates or to help you gather new contacts for your company and obtain additional information from your existing contacts - they’re easy and important to implement. Thanks to HubSpot, we’re able to build powerful forms really quickly with the drag-and-drop form builder. Here’s how you can set up your own.
You could well be creating the greatest blogs possible for your business on a regular basis. However, even your most loyal users won’t instantly head over to your website to soak in all of that great content. They’ll probably be busy and in some cases, they won’t even be aware that you’ve published a blog and they could miss it. That’s why it’s important to set up an automatic blog email so they never miss a thing. Here’s how to create a monthly blog email through HubSpot.
Considering that it takes around 9 to 12 months for results to actually come to fruition from Inbound Marketing campaigns, it can be tempting to just skip several months ahead and try to create a much bigger report down the line. However, monitoring and reporting on Inbound efforts on a monthly basis is the more efficient method. Here’s why you should be creating an Inbound Marketing report on a month-to-month basis.
Written content is always going to be important, but 2018 has shown video content to be a priority. But that doesn’t mean you instantly need to go out and invest in five videographers and the most expensive piece of equipment on the market.
Recently, the focus has rightfully been on Facebook and the algorithm change which is surely going to affect marketers. Although, Facebook isn't the only thing that's changing. HubSpot has also seen big changes from more than just a marketing platform perspective. So we're asking the question, just what is HubSpot now?
Your blog is the focal point of your marketing campaigns, or at least it should be. Attracting more traffic, building your brand reputation, securing conversions - they’re all achievable if you have a good blog strategy and a routine in place. If you’re a ‘one-and-done’ type of marketer and you revisit your blog whenever you feel like it, you’re not exactly going to get the results you want to see. Here’s how often you should update your blog.
To drive optimal results for every one of your inbound marketing campaigns, you need an effective team in place, all specialising in different areas. It’s just not possible to do it all alone. We’re talking along the lines of The Avengers - the best in the business all committed to using their unique skill sets to make sure each campaign is a home run.
Our marketing efforts would be made so much easier if there was one guaranteed and foolproof way to improve website conversion rates. But sadly now. Despite that, there are steps you can take to help improve conversion rates of your site - such as optimising your form fields. They’re one of the most essential lead generation tools any marketer can use as they allows your company to find out more information about those visiting your website.
Data Driven Design is essential when it comes to knowing which impactful changes you need to make for your website. Without data to analyse, you’re not in a great position when it comes to deciding what you’ll need to change next - it’s all guesswork. A good way to test what is and isn’t working is to conduct an A/B test and when it comes to Data Driven Design, testing your CTAs is a great place to start. Here’s how you can do it yourself in HubSpot.
HubSpot Marketing Starter vs. HubSpot Professional. A fierce battle between two of HubSpot’s most popular offerings, where it can be difficult to decide which tier is best for your business. Sandwiched between the free package and HubSpot’s Enterprise tier, they’re both packed full of features where you and your team will have everything you’ll need to run successful inbound marketing campaigns.
So you’ve planned out a brilliant marketing campaign with the rest of your team and you know you have methods in place that will help you surpass your targets. That’s great. Although, another thing you should be using are tracking URLs. These help you measure the effectiveness of your marketing campaigns - here’s how you can set up your own tracking URLs in HubSpot.
There are many ways in which we can utilise new methods when working with inbound marketing. Not only will you draw in new customers but also keep the ones you already have. Here’s why inbound marketing is important for the future and some aspects that will need your attention.
Now that you’re moving closer to that all-important website redesign, it can be incredibly tempting to add every single nifty feature you and your team can come up with. You want to show your brand new website off to the world and obviously, you want it to be better than any website the competition has ever produced.
So it’s time to create your next Inbound Marketing report and you really want to impress your boss. To give your boss something they’d actually care about, don’t just include metrics like blog post views and web traffic. While those metrics are nice to be aware of, there are so many more important things you can and should include instead. Here’s how you can make your next Inbound Marketing report a lot more interesting.
Inbound Marketing blogging can help you get more customers, it really is as simple as that. Although, there’s a difference between regularly blogging and knowing the relevant steps to take to set it up for great success so more eyes can get on it. The Inbound blogging process is different from how regular writers will blog. So here’s a handy checklist to keep on hand for when you next blog.
And breathe. INBOUND 18 is officially in the books and amidst all of the brilliant keynote speeches and networking with fellow marketers (sandwiched between soaking in the Boston culture), HubSpot decided to throw a plethora of new products our way to round off an incredible week.
Another INBOUND event is officially in the books and the 2018 edition was certainly a memorable one. We witnessed huge product launches (even sales teams got some attention), the introduction of the Flywheel, brilliant keynotes, talks and so much more. Here are the key things we learnt as a company during our time in Boston.
Finding out that you can always make constant improvements to your website will be music to your ears. That’s opposed to putting all of your eggs into one basket and failing to improve your website for years on end with the traditional web design method. The way in which the Growth Driven Design process focuses on continuous improvement is through genuine data and user behaviour.
Monthly campaigns, 90-day campaigns or even six-month long marketing campaigns. There’s no right or wrong answer when asking how long your Inbound campaign should last. Everyone is going to have their own preference on how long each one should be. However, after trialling the different durations, we’ve found that working in 90-day cycles proves to be the most efficient way of creating a successful Inbound Marketing campaign. Here’s why we believe 90-day Inbound campaigns are a good amount of time.
Just imagine if all leads were created equal, how simple would our marketing efforts be? Sadly, not every single lead is a quality one and as harsh as it sounds, there are going to be plenty of visitors that come across your website that just won’t be a good fit. If anything, that’s a huge time killer and instead, the focus should be on handing over quality leads to your sales team. This is the important part, though. The best way sales teams can focus on the best leads possible is by lead scoring and it’s something every lead nurturing strategy needs. Here’s how you can set it up for yourself in HubSpot.
Any effective website is going to need a carefully-planned sitemap for it to be a success. Planning out a sitemap is vital when it comes to excelling in Inbound Marketing, as it’s a fantastic tool for planning, organising, building and brainstorming any large website project. Here’s how to create a sitemap for Inbound success.
The case of ‘less is more’ has never been more relevant than when it comes to talking about an effective email marketing strategy. Sure, every marketer wants to boast about the fact that they have the largest database of contacts known to mankind. But what good is it if that huge database is flooded with unresponsive contacts that add literally no value? It’s time to prioritise quality over quantity so you have a much more effective email marketing strategy.
Traditional web design vs. Growth Driven Design. On paper, it’s a fierce battle as some businesses simply refuse to budge from the former method as GDD is seen as a relatively new principle. That’s until they see the results that come with launching a website much quicker and continuously improving it over time, as opposed to leaving it for years on end. The first six months are crucial, and here’s precisely what goes down during that time.
If you want to get the absolute most out of your marketing efforts to drive optimal results, then you don’t need to choose between Inbound Marketing or Growth Driven Design (GDD). Luckily for marketers all over the globe, using both GDD and Inbound Marketing makes our lives much easier, and marketing efforts much more effective and efficient. Here’s how to use both to your advantage - as well as HubSpot to tie it all together.
The great thing about Growth-Driven Design is that your website is never finished. That means your website is never old and you can continue adding new features time and time again to maintain that competitive edge. It’s no good just randomly throwing features in, though. Instead, the GDD process lets you adopt the Website Performance Roadmap to follow so you’re always making those impactful changes.
Hitting the ‘live’ button on your brand new website is always an exciting time. The world is going to see all of the hard work your team has put in and it helps to set you apart from the competition. With Growth-Driven Design, that’s the ‘easy’ part done. Now, it’s all about collecting and analysing data so you can continue to make impactful changes so that your website always has value for your users and remains ahead of the curve. In the continuous improvement stage of GDD, it’s recommended that you use a framework called the Website Performance Roadmap.
Nobody can be blamed for wanting to dive into the deep end to create and publish a brand new website to show off to the world. While that’s possible in the traditional web design method, you wouldn’t exactly be setting yourself up for success. Using the Growth Driven Design (GDD) process, you can actually get a new website up and running pretty quickly. That’s called a launch pad website, but what is it and what’s involved?
It can be incredibly tempting to publish every single page and throw in every cool little feature your business can think of on your brand new website. Everybody is guilty of that. That’s not always the best way to go about it, though. Sometimes, less is more.
Journalists and content marketing teams can often face similar issues when it’s time to produce content. It’s easy to pitch a story to an Editor or a Content Manager, but that doesn’t mean every single idea is given the green light. It all boils down to the audience you’re writing for - you need to inform them about topics and news stories they have a genuine interest in.
With the second-ever Partner Day now in the books, our focus at Digital 22 turned to the official first full day of INBOUND 18 in Boston, aka "Day 2." We wasted little time diving into the wide range of talks on offer hosted by some well-renowned speakers, so continue reading to find out what we learnt.
Following the product releases at Partner Day, the quality breakout sessions throughout Wednesday and after we recorded an episode of Inbound After Hours with HubSpot's Vice President of Marketing, we attended the always-brilliant keynotes by Brian Halligan and Dharmesh Shah.
The new product announcements kept on coming at INBOUND 2018. Video marketing has received a much-needed boost with the new HubSpot Video feature, a standalone CMS has also been launched while the Enterprise Growth Suite has been unveiled as HubSpot’s newest tier. HubSpot also unveiled some other new features for marketers and businesses to use and enjoy - the Marketing Hub Enterprise.
HubSpot pulled no punches at INBOUND this year as perhaps one of the most exciting and highly-anticipated features was finally announced - HubSpot Video. For years, HubSpot had talked about just how important video is to elevate marketing efforts, especially since people now gravitate towards personal and authentic videos. Here are the new features that have been announced and how utilising this feature effectively can bring plenty of growth to businesses.
INBOUND 2018 is officially in the books and, as expected, HubSpot has launched a plethora of brand-new products - as well as enhancing some exciting features - for everyone to get excited about. As there are so many products being launched, we’ll be breaking them down into four different sections to make sure you get enough information out of all them - starting with HubSpot’s newest tier, the Enterprise Growth Suite.
There was plenty of excitement heading into INBOUND 2018 in regards to the new product launches that were going to be announced, and it’s safe to say that HubSpot didn’t disappoint. HubSpot has announced either brand new tools or enhancements to current features across four different categories. The Enterprise Growth Suite and the Marketing Hub Enterprise announcements both featured some exciting products, as did HubSpot Video. Now, it’s time to look at the newest addition - the standalone CMS.
The Manchester HUG event in August boasted two guest speakers this month. HubSpot’s Implementation Specialist, Stephen Fuery, explained how leveraging bots into your business can boost your marketing efforts, while Digital 22’s Content Manager, Paul Mortimer, discussed how you can plan the best blog titles imaginable. Check out their talks in the videos below, or scroll down for a handy read-friendly version to soak up some quick takeaways from both sessions.
Artificial Intelligence is (kind of) taking over the world. Robots might not be revolting in an AI takeover with Will Smith as our only hope, but bots are the future, and you’re probably wondering whether or not your business needs to create or use a bot in your marketing efforts. To clear up the confusion and misconception of bots, HubSpot’s implementation specialist, Stephen Fuery delivered a talk on bots during the Manchester HUG event in August. Check out the video below to watch Stephen’s talk on bots, or continue reading to see what was covered.
Whilst on-boarding new clients over the past six months, many have wanted to produce blogs. A recurring question has been, "What should we write about and how do we plan blog titles?" With that in mind, we had our topic to talk about at the August Manchester HUG event.
We don’t know if you noticed but HubSpot now integrates with Shopify. No biggie. If you’ve been outsourcing for fiddly APIs to link the two, this is great news for you. The integration is designed to bridge the gap between your marketing efforts and ecommerce activities, which will make your job a load easier and your business (hopefully) a load more profitable. Here’s how the two coming together will benefit your company.
Artificial Intelligence (AI) is growing in popularity pretty much everywhere you see. In fact, even marketers can now easily dive into the world of AI too in the form of chatbots. In episode 29 of the Inbound After Hours podcast, the guys at Digital 22 are joined by HubSpot's Implementation Specialist, Stephen Fuery. Following on from his bots talk at the Manchester HUG in August, Stephen gets into more depth on how we're all able to implement bots to boost our Inbound Marketing efforts. There's plenty of discussion regarding the problems a bot can solve for businesses, what the future of bots looks like, advice on the best way to implement bots within your business and a whole lot more. Watch... Or Listen... As always, thank you for joining us this week! If you want to chat with some like minded folk about all things Inbound, then why not join our private Facebook Group? Inbound After Hours has been created so we can engage with other marketers and receive access to the latest news, updates, techniques and so much more. It's also a platform where you can voice your opinions and get involved. Simply click on the link below to join the group... Full transcript:
On July 24th, Google introduced a new change: changing AdWords to Ads. Google AdWords was launched nearly 18 years ago to help businesses connect with people online. But the way people are searching for answers to their questions has evolved a lot over the years. It’s not just a simple Google search anymore.
We’ve had a fantastic period of growth here at Digital 22, whichever way you look at it. We’ve gone from a team of roughly ten, this time last year, to our 30th team member joining us in a couple of weeks. The reason we’ve hired so many staff is to help service a growing number of HubSpot clients, keep everything in-house and have a market leading standard of work…
Rikki Lear, Founder and Director of Digital 22, delivered a talk at the Leeds HubSpot User Group titled What is Growth Driven Design? Here's the video and a handy read-friendly version in case you don't have your headphones or just want some quick takeaways.
Some marketers have been using video content for years, whilst others haven’t even considered it. At one of our Manchester HUG events our very own Mark Byrne covered all the aspects of using video on your website.
So, you’ve taken the leap and decided to board the HubSpot express. Or, at least, you’re close to making the decision. One of the biggest worries for a company making the move to another CRM system is the migration of data and the slight chance of losing any of your hard earned contacts. In this blog, we’ll be guiding you through the process of data migration to the HubSpot CRM in a way that’s clear and infallible.
How do you feel when a barista at your local coffee shop greets you in a similar fashion to this? “Hi, Paige. What can I get for you today? The usual grande, iced, sugar-free vanilla latte with soy milk?” I will definitely be giving that coffee shop my custom for the foreseeable future, that’s for darn sure.
Does this story sound familiar? A contact has advanced through the sales and marketing funnel. Everything’s looking good and you’re certain this deal is in the bag. Then out of the blue, the contact disappears. They’re no longer downloading your offers or opening your emails.
I believe you have to be made of stern stuff to be a blogger full-time (hats off to all the bloggers out there). It’s hard to write all day about different topics, or even the same topics, all whilst keeping the content fresh and interesting. You need to get those qualified leads rolling in, not forgetting to bump up the site in the SERPs. Easier said than done, as I’m sure you know.
Workflows are under appreciated and to some marketers, they may seem like a long winded task. I mean, you can spend hours on them - coming up with an idea, writing numerous emails, and then building it, only to turn it on and just leave it to work its magic.
Following the Cambridge Analytica scandal, we were talking in the office about how much the likes of Facebook, Twitter, LinkedIn and Google etc really know about us. I've worked in digital marketing for over a decade so I am aware they know a lot, but I was still shocked by the level of detail I uncovered when I really looked into it for myself. From audio files of my wife and son that we never chose to record to knowing where my son goes to nursery and how many times I stopped at McDonald's when on the road with work, they know a hell of a lot.
As the movement continues to grow, more people are wondering whether you need HubSpot's software to execute an inbound marketing strategy. After all, they're the leaders of the industry. The short answer is, "No, you can do inbound marketing without HubSpot." But why would you want to? Here are the benefits of using HubSpot to do inbound marketing.
There are many all-in-one marketing software tools available out there and when they seem so similar, it can be difficult to choose which one is best for your company. HubSpot and InfusionSoft are two of the most popular platforms and each come with their own pros and cons. That's why this comparison post should help you come to a conclusion as to which is right for you. So, HubSpot vs InfusionSoft: which is best for inbound marketing?
Even after you've filtered through hours of different opinions and reviews about all of the different inbound marketing software your company can implement, it can be difficult to choose which of the many platforms can be the best solution for your company. HubSpot is a popular tool that is often the go-to answer for marketers but not everyone is sold right away. You're probably asking, "Should I use HubSpot?" so here are six reasons why your company doesn't need this platform.
On 15th February, we held the first Manchester HubSpot Users Group event of 2018. Taking place at Ziferblat in the Northern Quarter, Manchester, our event saw a full room of 58 attendees (our biggest turnout to date) and getting on for a couple of thousand viewers on our Facebook live stream. If you missed it, don't worry because here's the recap.
It's official - Facebook has named HubSpot an official badged marketing partner. This is down to HubSpot's rich capabilities and their deep expertise along with their impressive track record of success in advertising technology. Although the partnership between the two isn't new, it does build on their existing collaboration by including a handful of different integrations that can be hugely beneficial to inbound marketers like yourself. Here are the exciting new features to keep an eye on.
Managing campaigns for numerous clients can make the process slightly confusing, especially if you're new to HubSpot and still getting to grips with it all. As your team continues to grow, so do the things that go into creating and finishing projects. This includes planning the campaigns, assigning tasks, ensuring you're meeting all deliverables and so on. HubSpot Projects is something that is seen as the solution, but can it really simplify your campaign management? The short answer is: Yes, but it has limitations.
Recently, HubSpot made the official switch to tracking and providing reports on "Sessions" instead of "Visits". This is an important update which will affect the way traffic to your website is calculated. Here's an overview of the changes the update brings and why it's useful for your inbound marketing strategy.
We all need to know how the pounds and effort we're throwing into our marketing campaigns are affecting our bottom line. Sadly, proving ROI is tricky business, especially when you're looking at it from a content perspective as it's not easy to track. That's opposed to PPC ROI which is fully trackable, so your company could be thinking to hand Clive the PPC guy an even bigger budget this year. Here's how to prove content marketing ROI to your boss.
At our most recent HubSpot Users Group event in Manchester, we discussed account based marketing and the new GDPR legislation. We invited Olivia Kirwan, Channel Account Manager at HubSpot, to talk about account based marketing, how you can align both marketing and sales, and how it can be used to improve your inbound marketing efforts. Here are the key takeaways.
At our recent HubSpot User Group in Manchester, which covered account based marketing and the latest on GDPR legislation, Nikita Smits-Jørgensen, co-founder of BusinessBrew, came to talk about how the latter will change the way organisations approach data privacy. Here are the key takeaways that you need to know about.
When it comes to creating and running a marketing campaign, just jumping in and doing it isn't enough. If you're only putting up a Facebook ad here and a tweet there, and creating a stream of blog posts with keywords in the titles, you won't see many results. It's like fishing on dry land - you can cast as much bait as you want but you're not going to catch any fish until you get some in the pond. So before you start creating an inbound marketing campaign, here's what you and your team need to know.
HubSpot Connect is an integration program with a simple purpose - to connect all of the tools you use and keep them in one place so you no longer need to constantly log in and out of different platforms. It's a handy feature that inbound marketers like you should already be using, especially if you use other software in addition to HubSpot to run your business. Here are 10 HubSpot integrations that every inbound marketer needs to know.
It's time for another episode of our Inbound After Hours podcast. In this episode, we are joined by Olivia Kirwan, who is a Channel Account Manager at HubSpot. Olivia has a wealth of knowledge about account based marketing and she is here to share that with us.
HubSpot recently announced that they're launching an updated Design Manager, which comes with new features and upgrades that are designed for developers who are looking to take a website from prototype to production with ease. But what are these updates and how can they change the way you use HubSpot? Here's a breakdown.
In this week's episode, we are joined by Oli Gardner, who is one of six Co-Founders at Unbounce. Oli has seen a lot of landing pages in his time and is set on identifying and reversing bad marketing practices. Oli is also a prolific international speaker.
In this episode of Inbound After Hours, we speak to Hannah Fleishman who is head of Inbound Recruitment at HubSpot. Find out what inbound recruitment is and discover how you can use the same inbound methodology for recruitment, as you do to get new leads.
As agencies grow, attract customers and deliver successful results for their clients, their partner status is upgraded on HubSpot's Agency Partner Tiers Programme. The tiers range from Silver right through to the elite Diamond Partners. These aren't just labels randomly handed out either, as those agencies that are higher up the tiers unlock unique resources to fuel growth even more. But what is a Diamond HubSpot Partner? Let's find out.
As part of Digital 22's ongoing expansion (watch this space!), we've now added three new members to our digital marketing team. We'd like to introduce you to Paige, Tom and Mayzin. Read on to find out more about them, what they bring to the team and how they can help you.
This week we have a very special guest on the show, Cyrus Shepard, former SEO head at the software company Moz. Find out all about his time at Moz and his rise to lead SEO, but also find out about what you need to know about developing a career as an SEO and the latest emerging trends within the SEO industry. If you are looking at getting into SEO, this is the podcast episode for you. Cyrus Shepard offers lots of advice for aspiring SEO's.
You've been told you need to blog, but you don't fully understand the inbound process. You're probably making some mistakes. In this podcast, we talk about content and inbound blogging in terms of what to include, inbound blogging tactics, what inbound blogging isn't and some of the common pitfalls. We talk through the process from choosing a keyword, right through to the final results.
Google Adwords is without a doubt a minefield, but you can learn so much by using the platform. In this podcast we talk about Google Adwords -is it worth the spend? Does it still offer value to companies? Are you being left behind if you aren't moving to social ads like your competitors? We also talk through what people should avoid when setting up their AdWords accounts, where you can learn and how you can maximise conversions. Paid search is not dead. Here are some links you might find useful, that are mentioned in the podcast: A Complete Guide to The New AdWords Interface PPC Insight - How Much Does the AdWords Cost? Inbound Influencers - Interview with Luke Summefield
If you’re a designer, a developer, or even a digital marketer, you’ll understand the struggles of traditional web design. The launch is running late, the huge up-front budget was a guessing game, but it’s finally ready to go live. You hit the button and then throw your hands in the air in relief and hope for the best. Sound familiar?
Inbound marketing takes time. Time to plan, and time to see results. In our latest podcast, we talk through how you can begin to plan your campaigns for 2018, the process that you should go through, how long it will take to see results and how you can encourage buy-in from your team. We also quickly discuss why you should consider how your company will be affected by GDPR, which comes into force next year. Download the Inbound Marketing Planning Templates here.
Inbound 2017... Wow, what an experience! It's been about 2 months now since we returned from Inbound 17. We have had lots of time to reflect on what we learnt, how we can implement it for our clients and how other Hubspot users can make the most of what we learnt whilst we were there. Find out about the key themes, from bots to messenger. Watch or listen below to find out all about Inbound17.
For many of today’s businesses, it’s the norm to use marketing automation. When a new prospect signs up for weekly emails or a customer has bought a product, they can be added to a workflow which sends them targeted emails.
There was once a time where navigating the depths and driving performance of AdWords was like an endless marketing minefield, where you lacked direction and risked your ROI with every step. PPC Executives treaded warily without knowing what step needed to be taken next, let alone the impact it would have on their overall marketing goals. However, fear not! That all changed on the 15th May 2017 when Google released their new and improved Quality Score breakdown in the form of 7 new columns. Gone are the days of the old system, where you were fumbling in the dark, as Google has now turned on the light! So, that's the announcement, but more importantly, here's what you need to know to thrive in paid search...
When I went to BrightonSEO last year, some of the speakers said link building wasn’t important anymore. They said it was not a significant ranking factor and we should be focusing our attentions on other factors. However, other speakers, (and I agree too,) believe link building continues to play a crucial part in SEO. In this post, you will learn why I think second tier links are important. I’ll show you some examples and tell you how you can get more secondary links to improve your rankings and your traffic.
You’ve just written a blog in HubSpot’s blogging tool. You may have written it in composer mode and then edited it. You’ve optimised your blog, added a feature image with alt text, put your keywords in, added internal links, selected your campaign, your author, your editing team says it’s good to go, and you want to publish it. Here’s a quick guide (with pictures) on how to schedule and share a blog with HubSpot.
Reporting is one of the biggest issues marketers face - getting everything in one place, creating in a timely manner and having meaningful insights - we hear this time and time again. Hands up, we've had the same issue here. In our mission to solve the issue we found Databox, which we now use for all our client reporting. As Databox has helped us we thought it could help other marketers so we invited Pete Caputa, CEO of Databox, on the show to talk more about reporting and the ways to make your reports even better.
When we started Inbound After Hours, we had a chat about all the amazing people we could get on the show. This week we are delighted that the person on the very top of that list is on the show, Rand Fishkin (Founder and Former CEO of Moz). We chatted to Rand at the Inbound conference in Boston and about his experiences selling, and marketing Moz when it was an agency versus now as a SaaS company, why he speaks at events, what the major SEO talking points are today, what's next for Rand and much more.
HubSpot have announced so many new features in the last few weeks and the sales tools are also getting a revamp. There are countless added functions, as well as some changes to the current features and structure. We’re going to give you a rundown on all these upcoming revisions, so for those of you worried about what might get changed, you don’t need to panic.
Scrap all the stuff you’ve been planning for your next Q1 campaigns - and maybe even your Q4s because things are about to change. It’s a “hold the front door” moment in marketing and it has me reeling slightly. Well, where do I start?
On 15th August 2017, HubSpot released a Partner Day Sneak Peek Live webinar on Zoom about the new Campaign Reports and Analytics features coming soon. These new elements are currently being beta tested on partner accounts, and HubSpot will announce when the features are in full swing.
On HubSpot’s Partner Day Sneak Peek Live Webinar series, HubSpot discussed upcoming new features called Success and Conversations. There’s no release date as of yet since these tools are still in development, but they anticipate that they’ll be ready later this year. Both products are currently being announced at Inbound in Boston. (I’m in our very lovely office, but Rikki, Andrew, Paul, Mark, and James can give us more details when they’re back from Boston). So, here’s what we know so far about the new Conversations and Success features.
A bit of a different angle on the show this week. It's all about mindset and motivation - with guest Luke Staton (Performance Coach and Motivational Speaker). We met Luke at an event we were both speaking at. He managed to get a room full of marketers on their feet, energised and enjoying themselves so we thought he would be prefect for the show! If you have a marketing team to motivate - listen up...
The biggest selling point of HubSpot is that it’s an all-in-one marketing platform, but that’s also it’s biggest setback. Many marketing managers and business owners source HubSpot as it’s an affordable option which contains exactly what they need, meaning the software often goes under-utilised and bluntly putting it, wasted. Whilst it may take 10,000 hours to master something, it’ll take you a fraction of that to be adept and know how to use HubSpot comfortably. The mastery? Well, that can come later. For now, you just need to ensure your portal (or HubSpot to you non-geeks) is all set up and you’re getting the most from the system.
Wow - this week we have another huge guest from the digital marketing world - best selling author and Co-Founder of Crazy Egg & Hello Bar: Neil Patel! In this episode with speak to Neil about SEO, content marketing and other digital marketing tactics working today.
Our final guest from our visit to HubSpot HQ in Boston was Matthew Barby (Head of Growth & SEO at HubSpot). Matt is very well respected in the SEO industry so we quizzed him about SEO in 2017 to get viewers trusted advice on what works today, and what will work tomorrow...
Continuing with our guests from our visit to HubSpot HQ in Boston we spoke with Kipp Bodnar, CMO (Chief Marketing Officer) of HubSpot. In this epiosde we talk about how HubSpot do marketing for themselves.
The HubSpot website platform (commonly referenced to as the COS) is a ‘next level’ platform for developing your website (you can compare the feature difference with Wordpress and Drupal here), but what is the difference between the two platforms when it comes to price?
When we started the Inbound After Hours podcast we didn't intend to talk specifically about HubSpot that much. As it turns out as a HubSpot agency that's pretty tough to do! So we thought we would jump right in and do a full episode on HubSpot, so when we are waffling about it in the future you have some context!
Wow, only 8 episodes into the podcast and we have managed to get the man himself on the show - Brian Halligan (Co-Founder & CEO of HubSpot). Brian wrote the book on inbound marketing, literally, so if you want to know where inbound marketing is going - this is the episode for you!
Regardless of what plan you choose to use when taking out a HubSpot license, whether it be the basic, professional, or enterprise, it will come at a cost - and a pricey one at that. So, here’s 5 reasons the HubSpot COS is good value for money:
As one of the Inbound Managers at Digital 22, I’m lucky enough to be able to attend Hubspot’s INBOUND conference each year. This year will be my third trip and I think I’ve finally figured my way around the Boston convention centre…
In this week's inbound after hours we had Jenny Butler from HubSpot join us to talk about podcasting. If your business is looking for another channel to grow awareness then listen up and learn why podcasting is important!
The HubSpot COS is often branded as the complete package that can carry out successful inbound marketing campaigns almost effortlessly. However, whilst SEO and content is part of your on-page optimisation, how exactly can HubSpot help PPC when your paid ads are on a completely separate platform?
With the undeniable growth of inbound marketing and the positive results it brings, more and more businesses are looking to adopt the inbound methodology into their marketing strategy. However, just like with every marketing plan, there is a cost and whilst inbound marketing is fruitful, you need to be sure you’re getting the best value for your budget.
This week we chat about the importance of creating personas and why they are a critical foundation to your marketing strategy. We’ll discuss how to overcome challenges when creating personas and give you advice on how to overcome them.
For many online businesses, Conversion Rate Optimisation (CRO) is an important means of converting more visitors into customers. Every page of your website needs to be optimised to turn your passive visitors into active customers. It can be a tenuous process but once you’ve got it right, your website will become a ‘converting machine.’
The HubSpot CMS Hub offers a great website platform for any organisation looking to merge its website and marketing efforts. It’s not your average CMS. HubSpot’s fully-integrated, flexible and user-friendly solutions are an inbound marketer’s dream come true.
This week we chat about the importance of video marketing in 2017 as well as our challenges getting started with video, the challenges we think in-house marketing face and advice on how to overcome them.
WordPress is perhaps the most popular and most commonly used content management system in the world. Its open sourcing means that designers and developers can make back-end website alterations behind the scenes. On the other hand, HubSpot COS (content optimization system) is an all-in-one platform where you can create web pages, blogs, and emails, and analyze it all in one system. Wordpress is made purely for creating content, whereas HubSpot is made for creating content and promoting it (social scheduling, optimization, sales, and so forth). Both systems have their plus points but in a battle of HubSpot COS vs Wordpress: which is the best platform to use?
There are many blogging platforms from WordPress, Blogger, Tumblr, or Medium to Ghost, HubSpot, Squarespace, or Wix. Each of these platforms has its benefits, depending on what you want to get across - for example Tumblr lends itself to images and a limited amount of text, but wouldn’t really lend itself to digital marketing. Squarespace has an ease of use for a user as does Wordpress, but none are as intuitive as the HubSpot blogging tool.
This week we have the conclusion of last weeks episode featuring special guest, Diarmuid Walsh, from HubSpot, with a discussion on how sales and marketing must be aligned for the best results.
For a long time, there was disdain towards PPC from those professing the inbound marketing methodology. The coiners of the term inbound marketing, HubSpot, threw it in with the likes of cold calling and billboard ads as broken, impersonal and interruptive marketing.
This week on Inbound After Hours we have a special guest, Diarmuid Walsh, from HubSpot, and a special two-part episode. In this two part episode, we discussed why and how sales and marketing must be aligned for the best results.
This week I had the pleasure of interviewing Luke Summerfield - founder of Growth-Driven Design, a website design process we have been utilising with our clients (and with amazing results).
Rigid, limited creativity and sometimes lacking security - traditional CMS' are just not agile enough for the modern marketer anymore. Enter the HubSpot CMS Hub. You know you need to change and adapt your systems, but how do you communicate that to the right people?
We've been working hard for several months on planning a video podcast which we believe marketers will love. It's been hard work and a steep learning curve but we are delighted that today we are releasing the first episode. The new show, Inbound After Hours, is a weekly show where we talk about inbound marketing (with a pint after work) and share our experience. So, here we go...
For the third episode of Inbound Answered, I answer 3 insightful viewer questions in the video (and transcript) below. The questions I tackled this week are: Is my SEO agency ripping me off? What tone should I use in my workflows? How do I do SEO in 2017?
Sometimes, you have to cross boundaries. When Digital 22 were asked by HubSpot to write a review of their sales tool in comparison to other platforms, we got ready to cross over to the Other Side. The Dark Side (to a marketer like me). The Sales Side of HubSpot.
A slew of massive brands and the leading advertising agencies in the world are taking a stand against Google. Some of the biggest companies around - HSBC, McDonald's, L'Oreal, Audi and the BBC, to name just five - have withdrawn advertising spend away from Google.
This is the first video in our series which aims to answer all the questions we receive from clients and people we network with. In short, it's inbound answered. This is your introduction to inbound answered...
When creating an inbound strategy, it's important you do a content audit to help you identify what type of content you currently have and what's missing. Here's how to do a content audit for inbound (along with a free downloadable template).
Due to the continuing expansion of Digital 22 we currently have 3 new roles available. If you want to join a fast growing agency in an exciting industry and be part of a company that value honesty, positivity, learning, hard work and having fun then now's your chance!
If you use pop-ups and interstitial pages on your mobile sites, your SERP ranking will take a hit from Google. The change has gone live this week and site owners need to check they are compliant with the rule change.
Whilst pinning all of your marketing hopes on it might be as sensible a plan as "winning the lottery" is a career move (something an ex-student once told me in all sincerity), at least wondering how to make a blog go viral is a decent move. A Digital 22 director, Rikki, had some success recently and here's our findings.
On almost every business website you visit, you'll see a blog. Some businesses like to share their company news in their blog whilst others use it to help potential customers with common problems. One of the biggest benefits of using a blog means you have an effective way of attracting traffic to your website. What's great about this traffic is that most of the people will be your ideal customer. So, why else do businesses need a blog? Here are the reasons why you should be blogging.
We have some HUGE news. Perhaps the biggest news since we launched 5 years ago… We have acquired the amazingly talented design and development agency, The New Media Company. The creative team there has joined forces with our team of inbound marketers, as of today.
Last week, we hosted the final Manchester HubSpot User Group event, also known as the Manchester HUG, of 2016. We've enjoyed hosting, meeting and hearing from many of the HubSpot users in our area and it was great to see another group in attendance. Here's a review of what was covered in the presentations and discussion.
We wrote a blog a while ago that offered advice on how to significantly increase email open rate but at the end of the day, you don't want your contacts and customers to just open your emails, you want them to click-through. Getting them to your website, seeing your special offers or encouraging them to read a recent blog, can motivate contacts to buy and inspire customers to return. Here are some ways to significantly increase email click-throughs.
If we had things our way, the whole world would just be one, enormous, hand-drawn illustration and we'd all be animated characters, living and working within it. Yes, being a cartoon character really is the dream for all of us who work here. But less about us. You're here to find out about the benefits of hand drawn illustrations, so let's get to it. Here are the benefits of having your website illustrations hand drawn:
According to a recent news article by theSEMPost, you don't have to be on Page One to get your blog/page into a featured snippet. It was believed that you needed to be on page one in SERPs to have any hope of being in a featured snippet but there's evidence that Google has been pulling answers from page two as well. If this is true, then it means you have a greater chance of getting featured even if you've not made it onto the first page yet.
We recently welcomed Nicole, a local A Level student, into the office on a week long work experience spell with us. She was completely new to inbound marketing, but keen to explore digital marketing and international business, in preparation for university and entering the world of employment. She did a great job and has written about what she learned, despite being a complete inbound novice.
Originally written: November 2016 Blog Updated: December 2019 You’ve probably reached the stage where inbound marketing looks like the best fit for your business’ needs. But you’ve got another question to answer - should you set up an in-house team or work with an established agency?
One of the biggest problems for teachers is keeping their students' attention. If you want to find out how you can bring your educational campaign to life and have a bigger impact on your students' learning, read more below.
Starting a complete rebrand? Have you ever considered using creative illustration? Nowadays, many people automatically choose stock graphics (because they think it's cheaper) but they don't consider the benefits of illustration in their rebrand. In fact, there are many reasons why you should consider creative illustration for your next rebrand.
Do you want to see how an inbound strategy works? Want a shortcut to get your inbound plan off the ground? Or perhaps you wish you could try inbound marketing for free? Well, our inbound starter pack is the solution. We're offering free inbound marketing templates, which you can use to help get a better understanding of inbound and have a go at mapping out your own plan. The best way to find out whether an inbound plan is for you is by having a go yourself. Here's what is included in our starter pack.
A wholly effective inbound strategy should utilise PPC and SEO, as well as content sharing and email nurturing. Incorporating native marketing into your inbound strategy is a great way of attracting new visitors in a helpful, non-intrusive and inbound friendly way.
In the inbound marketing methodology, call-to-actions are used to convert online visitors into leads. If your CTAs are failing to grab people's attention or prompt them to act, then your entire inbound campaign will suffer the consequences. Here's some helpful tips on how to increase call-to-action clicks and conversions.
Storytelling can be an effective teaching strategy when done correctly. Stories can captivate students and teach them very important lessons which can benefit their attitude and performance at school. Here are some storytelling tips you can use to successfully engage a younger audience.
In this post, we look at how we managed to grow a large commercial shoe company's online presence with huge revenue growth. This was thanks to not only attracting more visitors; but visitors of better quality who spent more money.
Here's a pleasing tale. A fit-out and refurbishment company, Elm Workspace, had seen long-term diminishing results from traditional advertising methods (who hasn't?), but had had terrible experiences with digital marketing agencies in the past. They approached us here at Digital 22 and got a 24 times return on marketing spend and gained £1.4M in warm leads, thanks to our inbound marketing. Find out how by reading on.
Google AdWords has launched the new CTAs for Youtube Video Ads on mobile devices. Under the video, you can now see call-to-action buttons that can be adapted to fit the video ad. If you regularly use Youtube ads, then you definitely need to adopt these CTAs into your strategy.
On 23 September 2016, Google launched real-time Penguin. For SEOs who closely follow Google news, this has been an updaten we've been waiting a long time for. The first rumours of real-time Penguin were that it was going to launch at the end of 2015 but nothing happened. Now real-time is finally here. Learn how it will affect your rankings.
Even though quite a large number of marketers are apprehensive when it comes to video marketing, there's no denying online video is the future. The success story that is YouTube proves how successful video is at grabbing people's attention and bringing them back for more. Along with blogging, you can use online video marketing to benefit your content strategy, here's how:
There's more news on Ad Blocking with Adblock Plus selling ad space to site owners and content producers who originally had external ads on their sites blocked by Adblock Plus. Interesting. Or is it not? Read the discussion.
Looking further into HubSpot's The State Of Inbound 2016 report and survey results, it is noticeable that there is a real disconnect between what content is being produced and how users want it presented. There's a danger too many businesses are prioritising the wrong content.
With a little dedicated time and effort, this method will really boost your SEO strategy by building backlinks easily and methodically. These add up and compound into boosting the success of your wider inbound strategy. Read on to see why and how to do it.
The leading voice in inbound marketing has released their annual report on the state of the marketing industry. The enormous HubSpot State Of Inbound 2016 survey results have been collated into this one stunning report. It's a massive insight into the goals, challenges and predictions of marketing and sales teams from all over the world. Here are our immediate takeaways and you can access the full report at the end of this blog.
There are many handy apps available which can make your life a lot easier at work. Here at Digital 22 we use quite a few apps and extensions to help us work faster and get better results for our clients. Here are the must-have apps for inbound marketers. If you feel we've missed any on this list, then please share yours in the comments below.
As well as helping improve your return on investment, this technique also helps to improve your click-through-rate. The latter helps to increase your quality score and boost your long term SEO strategy. But it needs real consideration.
While it might be your natural instinct to get as much traffic and leads as possible, getting high results here can actually be a drain on your resources. Because at the end of the day, you only want leads that are genuinely interested in the products/services you provide.
Email marketing is a key part of any inbound marketing strategy. An engaging email is capable of nurturing your ideal customer and moving them further along the buyer's journey. However, if barely anyone is opening your emails then all your hard work won't be achieving its best potential. So, here's some actionable tips you can use to increase your email open rate.
To have a successful inbound marketing strategy you have to understand the buyer's journey and map your content so it naturally leads your ideal customer from being a visitor and into a customer. It might sound complex, but it's not. Here's how to map content to your buyer's journey.
Selling products online is always getting more competitive. Google Shopping is a great means of attracting new customers but it's only worthwhile if your campaigns are actually bringing people to your website and through your checkout. Here are some techniques you can use to improve your Google Shopping campaign now.
Another aspect of the super-fast AMP project is Landing Pages. The community has now also introduced A/B testing of AMP pages to allow further development and improved user experience, with the end result of improved conversions for site owners.
An inboundy ad is a paid advert that has inbound marketing features. It's helpful and relevant to the target audience. Unlike spam adverts that target anyone in the hope of a conversion, inboundy ads are designed to move a prospect along the buyer's journey.
AMP stands for Accelerated Mobile Pages. You need it in order to offer the fastest mobile load speed and user experience so that you can harness improved click-through benefits when Google rolls out AMP fully, later this year. Implementing AMP can be as easy as enabling a plug-in on Wordpress or adding additional code to your site.
Optimising landing pages is a MUST if you want a website that naturally converts. One of the easiest ways to lose a potential lead is to not spend any time improving your landing pages. This is a critical point where a visitor decides to become a contact. Out-of-date designs, spelling mistakes, long sign-up forms are just a few ways you can put a person off. This is why optimisation is so important. There are many techniques you can use to optimise landing pages and massively improve conversions, and here they are...
Creating a new Paid Ad is only one step, optimising them is another. Many businesses create online ads because they know they can be very effective for attracting customers but many of those businesses fail to optimise their ads. Failure to do this means you can be attracting the wrong type of customers and wasting your budget. Here are some PPC optimisation techniques you can use today.
Hot on the heels of our earlier blog post about how Google has been changing their SERP layout and algorithms, they have confirmed that AMP pages will expand beyond the "top stories" before the end of the year. They will be shown by including the logo in the result.
Your Quality Score is the grade Google AdWords gives your paid ad. This score will determine the ranking position of your ad in search results and the cost-per-click (CPC). Getting a better understanding of what goes into your PPC Quality Score is important because it increases your chances of getting a higher score, gets you ahead of other competing advertisers and can decrease the costs of your CPC. All good things! Here's what you need to know about ad score and some tips on how to improve yours.
As a Platinum HubSpot Partner, we know our way around HubSpot. For managing and monitoring customer interactions, automation, content creation and reporting, HubSpot is widely recommended. Choosing the right marketing platform for you and your business can be a tricky process, so here is an honest HubSpot Marketing review to show you the pros and cons of using HubSpot.
Popular vloggers and YouTube stars have been shown to be more influential on young millennials and "The YouTube Generation", than traditional A-List celebrities, according to a study by Ipsos Connect.
The power of HubSpot lies in the depth it offers in its free customer relationship management. Add in some of the paid add-ons within HubSpot Sales and it offers unparalleled aid to your sales performance. Behaviour tracking, list segmentation and workflow arrangements are all there for you to harness. With just the basic CRM and a some paid add-ons from HubSpot Sales, these features will allow you to nurture leads more effectively and convert them into sales more often.
Creating landing pages is a key part of website conversion optimisation because they are responsible for convering your online visitors into contacts. If people are clicking on your Call-To-Actions but failing to complete the contact form, it's likely there is something wrong with the pages your visitors are landing on. For your inspiration, we've collected the best and worst landing pages we've come across so you can create successful pages that convert.
I had never heard of TED talks until quite recently. But now I'm a big fan. They are valuable presentations which focus on all sort of topics. From 'What's so sexy about math?' to "Can you really tell if a kid is lying?" there is a wide variety of subjects. Here are some TED talks, every tech marketer should should watch.
Inbound marketing is growing in the UK. Without a doubt, it's helping businesses engage with their ideal customers compared to traditional outbound methods. As there are many different parts of the inbound methodology, you should read about the subject before you get started using it as your marketing strategy. Here are some of the best books on inbound marketing to get you started.
We don't talk about CRO all the time just because we like how it sounds, we talk about it because it's so important in relation to successful web design. There are many benefits to improving your website conversion rate, and here they are.
Nobody likes being marketed to, but by taking the funny approach, your message won't just get received by your target audience - it may actually be welcomed. How to use humour in your online video marketing. It comes in all shapes and sizes, and works wonders in levelling the online marketing playfield.
It has been six months since we blogged about the development of Google's RankBrain and how it could impact SEO practice. As Steph advocated at the time, it is best to follow your usual practices and put creating high quality content and copy at the top of your hit list. Here's why.
Why do web designers keep going on about the importance of there being plenty of neutral space on your site? Well, for starters, they aren’t being lazy. Whilst it might be your instinct to fill every space of your web pages, having some blank space offers plenty of benefits for your online visitors.
Google recently released a study to marketers about how to capture the moment and seize an opportunity during UEFA Euro 2016. The document analyses the impact of the last major football tournament (the 2014 FIFA World Cup) on user searches and subsequent Euro 2016 marketing opportunities. This post has been added to and updated on the 19th September, following the completion of the Summer 2016 sporting events.
Thanks to mobile technology and fast access to the internet, we’re becoming a ‘mobile-first’ world. For any search query, we can use our smart phones to get the answers. To cater for the increasing trend of mobile users, Google has been introducing multiple mobile friendly updates over the last year and now Google has redesigned their AdWords ads for mobile.
The ultimate goal of any page on your website is for you to get leads to turn into customers. The navigation of your website design has to be perfect. You’d be surprised how many people spend so little time on the design of their website navigation. But it’s important that you think of site navigation like the map or skeleton of your website.
O ptimising the conversion rate of your sign-up forms is a key building block in the online sales and nurturing process. It's the point at which your visitors decide whether to become a lead or not, so forms must be prioritised when it comes to reviewing your site's performance and optimisation .
Generation Y-ers, or millennials, grew up alongside the internet. It was a novelty in their youth and they learned how to use it at the same time the internet worked out exactly how it wanted to be used. They were both on a coming-of-age, journey of discovery together, if you will.
You may have already convinced your bosses that inbound marketing works and is the way to grow your tech business. If you're still working on that, you can read our blog post on it and then tell them these 5 steps to get started with inbound today.
PPC (pay-per-click or cost-per-click) is a very popular means of marketing online. It gets you ahead in organic search results. As a brand new company, it takes time for your organic keywords to rise and it’s likely your competitors already have a head start. PPC gives you the chance to get traffic and customers from the beginning. But there are the cons of PPC that need to be considered too; it can be difficult to calculate the costs of your AdWord campaign, for example. So, does PPC work for Tech Startups or should you consider another avenue of marketing?
Having answered "What is a call to action?" in an earlier blog post, we are now going to look at some theory and examples of best practice. Hopefully you will be inspired by these epic CTA examples and implement what's so good about them onto your own pages.
Offering unique value in your content - whatever form it comes in - is vital if you want to impact your bottom line and drive up conversions. In the few minutes it will take to read this post you'll have a better idea of how to add unique value to your online content.
Relevancy is key when looking for outreach opportunities. Whilst your gut instinct will be to always reach out to high domain authority and busy traffic sites, sometimes you have to ask yourself: are those sites relevant to my website?
Anchor texts are important for the SEO of your site. They have multiple functions but they are extremely beneficial in the eyes of Google (as long as, you use them correctly!). Learn what anchor texts are and how you can use them effectively.
Here is the ultimate web page layout best practices checklist. We're going to go over every element of your page then you can design it effectively for online visitors who land on your site. The layout of your web pages will influence how successful your conversion rate will be. So, what's the best way to design the layout of your web page?
When you're working on increasing your domain authority (DA) it can be incredibly frustrating when you notice a massive and sudden decline. Seeing a small dip of 1-5 points is not usually a big deal (updates can make your authority fluctuate). However, if you see a big change, it's normal to feel a bit worried. There are certain actions that can hugely damage your domain authority. Are you guilty of damaging your DA?
What exactly can you do to make sure you have an efficient website design? O nce the preserve of sport scientists and the overly statistical football fan, heatmaps are now a widely popular web analytics tool. We have put together a list of 9 reasons why heatmap analysis is an essential part of modern web design.
Whatever the form of your business, having a great website is a must. If E-Commerce is your field, your survival depends on it.If finding what your company offers and where to find you in the physical world is what people are heading to your site for, is your design optimised to make this as easy as possible? Here is a breakdown of 7 telltale signs it’s time for a website redesign.
Creating the best possible content is hard enough. It would be a shame if your content was let down by something so fixable as how it is presented on the page. Follow this blog layout checklist to improve your layout and boost traffic numbers.
There are so many chrome extensions out there. But, which are the best to use? I don't know about you but I tend to use the plugins that have been recommended to me. So, we thought it would be handy if we collected a list of the best chrome extensions for tech marketers. Some of the plugins mentioned below are used regularly in our office.
The most basic approach to advertising is if you don't tell people about your business, people will never know about what you can offer. Then it will never grow. When it comes to the best way to grow a tech startup, inbound marketing is the answer. Here's why.
We've covered how content is an important aspect of the inbound methodology, we've introduced Schema Markup as a concept. Now it's time to show you how to implement Schema Markup on your blog to drive more traffic to your website.
The ultimate goal of any page on your website is for you to get leads to turn into customers. Apoor working relationship is right up there when it comes to what makes work unbearable. In a partnership between designer and client, there are sometimes blurred boundaries about who is calling the shots. It breeds animosity which results in a difficult relationship.
To successfully convince your boss that inbound marketing is a profitable way forward, you need to show them the benefits of going inbound. You can do this by showing them statistical proof, and offer them helpful resources to further their own knowledge about it. If you turn up in your boss' office with no evidence to support your case, it's doubtful you will succeed. But we've got everything you need to make a strong argument that inbound marketing works.
Last year, many SEO companies predicted 'voice search' was going to be huge in 2016. So, we decided to have a closer look at the current state of voice search and predict the potential implications voice search could have for SEO.
Branding is all about your audience and how you want them to see you. So, deciding what colours and fonts you’re going to use for your website is an important process. Especially because once you’ve picked them, you have to stick with them. Style and thematic continuity are crucial for customers. Your customers will be able to instantly recognise you, because of your style theme on your website from your branding.
Google has announced there will be a new mobile friendly update this year. Sites that are mobile responsive will likely see a boost in their rankings as a result of the new update. If your site isn't mobile friendly, then here is how you can boost your site's mobile friendliness.
Today's online searchers are impatient. We can't blame them, faster internet connection and mobile technology has spoiled them. This means your site load speed can't be lazy, it needs to be fast, otherwise you're going to lose sales to your competitors.
A couple of weeks ago, we wrote a blog about the amazing examples of artificial intelligence being used today. And we discovered lots of different types of AI. Google's RankBrain is an Al algorithm designed to help find the best search queries. Hospitals are even using AI software to assist doctors when diagnosing patients. The fastest rise in AI we found was the rise in intelligent software agents. From Siri to Cortana, more businesses are creating artificially intelligent agents to benefit their customers. The big question we have is: how do they work?
Anchor texts play an important role in SEO and they can help improve your search engine rankings. But if they're abused, over optimised anchor text can negatively impact them. This is how you can fix it before Google hits your site.
Google is very clever and can detect when you’re trying to cheat to get a higher ranking. Stuffing page content with keywords and key phrases is what people do when they want their site to get a high ranking for a popular search term. When this is done it is known as keyword stuffing.
Web design is more than making a website look good, it’s more about how it works! The world of design, development and online marketing is forever evolving, so how can you make sure you are getting the most from your web design? Not everything you read or hear is true - and the same goes for web design myths. We’ve put together the top 5 web design myths and revealed the truth behind them!
We're well aware of how fast, consumer tech moves these days - it seems only yesterday that Google announced their foray into mobile payments with Android Pay. Interestingly, we wouldn't be far off the mark - Android Pay was only fully rolled out in September last year and already it could be yesterday's news. Say hello to Google's 'Hands Free'.
Do you keep watching videos online and debate whether you should start creating videos on your own site? Let us help you answer that debate - do it! In a fast-paced digital world, you need to be exploring this avenue of reaching your customers.
Artificial Intelligence (or AI) is a term that is starting to come up more in tech conversation. As 2016 looks to be the year of the AI, we’re going to highlight some of the most incredible examples of artificial intelligence online so far.
Google has announced that by 16 May 2016, all online merchants using Google's Merchant Center are required to submit correct GTINs. If your products don't have correct identifiers, Google will disapprove your listings. Don't worry, here's everything you need to know about GTINs and what you need to do.
Over the weekend, the SEO community was abuzz with the latest changes Google has been rolling out. Google has removed sidebar ads from the right side of search results and now they’ll just be up to four on top (and/or at the bottom). As this is quite a dramatic change, we’re going to have a closer look and discuss what this could mean for the future of SEO & PPC.
This month, Amit Singhal will be retiring from the Head of Google Search and will be replaced by Google's Head of Machine Learning, John Giannandrea. Google's decision to choose AI chief Giannandrea as the new Head of Search, suggests the search engine is going in a new direction in how they will perform future online searches.
As your business grows, your website needs to grow with it. Abespoke website is designed and developed just for your business. Your chosen design agency should have a full briefing with you and your team to really get to know about your business, how you work, challenges you are facing and your goals.
In February we're going to be hosting our Manchester HUG session. The event will include industry talks and networking opportunities. If you want to learn more about Hubspot, SEO or web design, then see us in Manchester! Tickets are free - what're you waiting for?
Pay-per-click offers lots of opportunities for growing tech businesses who want to be found in organic search. Although some businesses shy away from PPC because they're afraid of the extra costs, you can learn how to effectively use ad campaigns to get more leads and sales without busting the piggy bank. Setting up goals is an essential part of any successful PPC strategy.
What exactly can you do to make sure you have a credible website? D o you ever land on a website and you’re instantly put off and can’t wait to close it down? Have you considered visitors might be doing the same to your page?
Is your business lacking in the enquiry or subscriber department? You may find it’s not as easy to get in touch with you as you thought. People don’t scroll for the tiny ‘contact us’ text anymore.
There's no denying that PPC works. We use it to drive consistent, qualified traffic to client sites and continually provide an impressive ROI. But getting to this stage isn't as simple as setting up an ad and hoping it makes an impact. You must measure performance effectively to get the most out of your ad. Here's how to track your PPC advert performance and make the most of your time in AdWords.
The authority of your website domain is a strong signaling factor that shows how successfully your website is performing. The higher the authority, the better. As competition continues to grow more fierce between tech businesses online, it's critical to keep your domain authority (DA) high to stay ahead of the competition.
You may be tempted to go down the stock photo route... but in the long run, is this the best decision for your business? Ever get the feeling that you’ve seen that picture or logo before? It’s probably because you have. In a digitally growing world, it’s harder and harder to stand out from the crowd.
Yesterday, we recognised there was major changes in our web rankings. Although many of these were positive, it made us wonder what sparked the sudden change. As we’ve been patiently waiting for the arrival of the real-time Penguin, we thought it had finally made its debut - however we were wrong. It was, in fact, the return of the Panda…
Does your website receive lots of traffic, but that’s where it stops? Are your website’s sign up forms getting bypassed? Are visitors abandoning their shopping baskets? If you answered yes to any of those questions, then you need to do something about it! Optimising your website for conversion will have a huge impact on your business and bottom line.
In my opinion negative keywords aren’t utilized enough. By adding these type of keywords to your campaigns it allows your ads to only show up for the most relevant searches, that's why we always utilise them in our PPC services for clients.
PPC is an important advertising tool for businesses and it can be very profitable (if you use it correctly). Keywords with higher cost per conversion can be sapping your funds dry. If you're in the process of building your business, it's important to manage your PPC campaigns carefully. Here's some PPC advice for small businesses on how to approach keywords with higher cost conversions:
Listening to what experts predict is a great way to get a feeling for the changes happening in the industry but the problem with most prediction posts is that they are limited to the writers opinion. In this post I will predict the key inbound changes for 2016, not by offering my opinion, but by using Google Trend data.
I see many companies sit down in January and plan their marketing for the year. This might sound like a good idea but in reality most of these businesses end up losing the first quarter to planning and setup. That's why, with only one month left of 2015, I say if you want to 'hit the ground running' in 2016 you have got to start now!
As we're getting closer to Christmas, more shoppers are buying online. In 2014 UK shoppers spent approximately £17.4 billion online for Christmas. Over the holidays, it's important to keep safe whilst shopping online so you don't fall victim to any scam sites. Don't let your Christmas be ruined by hoax websites, here is what you need to look for before you trust an eCommerce site.
Finding ways to boost your audience isn’t too hard, it’s all about your battle strategy. Looking for ways to boost your audience? Then you’ve found the right place. Increasing the volume of traffic to your website can seem like an unending battle at times, that’s why we’ve put together some of the best ways to boost your audience numbers and make your site more visible.
If you want your business to grow and bring in more profit, you need to be willing to adapt and improve your marketing reach. But where do you even start? We have rounded up some quick tips for improving your marketing reach and how to attract more visitors overall.
You often hear about Google's 200+ ever changing ranking factors and the challenges these present to SEOs, business owners and marketing professionals. Personally I think talking about all 200+ factors is overkill. I believe for a lot of businesses real results can be found by managing just 22. With commentary from industry leaders from at HubSpot, Kissmetrics, Go Compare and eBuyer to name a few , unless you plan to be an SEO guru, this is the only Google ranking factors list you'll ever need to read!
Google has confirmed it’s developing an artificial intelligence algorithm called RankBrain as part of it's overall ranking algorithm to help results rank 'more naturally'. Hearing the words ‘artificial intelligence’ doesn’t always inspire positive connotations. Films like Ex Machina (2015), I, Robot (2004) and Hal from 2001: Space Odyssey (1968) have fed an irrational fear toward AI. So, what is Google Rankbrain and should we be afraid?
We knew it would return eventually. Every year since it's release, Google's Penguin update has been shaking up people's rankings by stamping down on spammy sites. As of yet, there's no official date but Gary Illes from Google has suggested there will be a new, permanent Penguin update by the end of the year.
Having to build a customer base is a priority for all new businesses. To be successful as an online tech business, you need a customer list of reliable contact information. With this list, you can communicate with your customers and nurture them. But where do you start? We cut through the myriad of options and explain the quickest route to creating a list of converting contacts in 7 days.
Do you remember the old days, when the only ways for businesses to engage with customers was by costly TV ads or communicating with their customers via post? Thanks to the internet and mobile technology, it's so much easier for businesses to connect with you. For business owners, this means there are hundreds of ways you can now communicate. Let's explore four popular modern methods and see how the professionals use them to market their business.
How To Attract Visitors To Your Website - 5 Super Simple But Effective Methods You have created a brand new website and you’re sat waiting for visitors to come, but you might be disappointed. Launching a website doesn’t mean your website will attract more visitors. You need to help people find you by increasing your site’s visibility.
Benefits of Infographics: 7 Ways to Boost Your Audience (View Full Infographic below) You’ve got some compelling data, or some exciting statistics that you can’t wait to show the world and after messing around in excel it still looks pretty boring.
Over the years, many misconceptions about SEO have appeared. Everyone can do SEO, if you're not getting immediate results then there's something wrong with your SEO strategy, SEO is a scam - do any of these sound familiar? These false comments can be very harmful to your current marketing strategies if you fall victim to them. Do you remember our popular blog post The Definitive List of SEO Myths? Now let's have a look at the most common misconceptions of SEO so you don't get taken down by the wrong facts.
Did you know some 'design agencies' will pass template design off as 'custom'? They have a responsibility to make sure you are fully informed, and that should include discussing the options available to you when it comes to your website design.
In today's market you have to be willing to compete against other businesses to be successful in your industry. Now that more small businesses are moving their business online, competition is getting fiercer. You can't stick your head in the sand and hope your competitors won't take your customers away, you need to act and obliterate the competition! Learn how to analyse your competition to outmatch and exterminate them.
When you set out to build a website, you obviously focus on things like the content, the ease of use and user experience as well as the look of your homepage. All honorable mentions and whilst very important, they will have considerably less influence on unique, organic traffic when compared to your sites authority.
If you want to enjoy lofty search rankings that bring in hordes of unique visitors, you'll need a strong and robust site. Here are the 5 fundamentals you must consider. Start today and inject your site with a shot of adrenaline.
Having an excellent marketing strategy is pinnacle to achieving success in your business. But, how do you know if your marketing is any good? You don't want to wait until your business crumbles before realising your strategy wasn't working. We've collected some of the best ways you can reliably assess and improve your marketing tactics. Find out what's working and what isn't!
Each year Hubspot compiles data from around the globe to determine the key trends and developments in the Inbound (and Outbound) marketing world. This is the seventh year of the 'State of Inbound' report and the insightful data keeps on coming...
How do you go about defining your brand's tone of voice? Start, by thinking about your customers. Once you understand them, you can then consider the things you need to include to help you engage. Use this 5-step process to create your brands perfect tone.
Millennials are the digitally fluent generation who have come to rely on the internet; using it to learn, research and make decisions. To market to individuals who are tech savvy, you need a strategy that interacts with their mindset. First, understand who Millennials are and then create a marketing strategy they will engage with.
With the progress of mobile technology, consumers can now locate information in an instant. Google prides itself on finding relevant information for search enquiries and have introduced Customer Match, which they believe can help businesses benefit from ads with better context around the web.
Tone of voice is often considered as one of the highest priorities when starting a new business. The tone of your business can help customers engage with you and is very beneficial for businesses using Inbound Marketing. We have collected the top 5 factors you need to consider when creating your company's voice.
This month we travelled to Boston Massachusetts for the annual Inbound 2015 Conference. The convention centre welcomed more than 14,000 business owners, marketing professionals and Inbound experts who shared practical, actionable tips with each other and discussed the future of Inbound marketing.
Hubspot has traditionally avoided paid advertising, seeing it as out-dated and un-specific. When you see an ad declaring the possibility to look 50 years younger in 3 easy steps, you can see why they didn't favour such an unpersonal, out of context approach...
What is CRM? When searching for a reliable, effective and time-saving strategy to grow your sales - to put it simply, all roads lead to CRM. But what is CRM and why do we believe it will revolutionise your sales growth?
We know that It can be incredibly difficult to allocate your marketing budget well. There are many avenues to visit and all offer distinct and well documented advantages. But which do you choose when you don't have the time or funds to experiment?
Can you believe we are past the half way point of 2015 already?! At intervals like this I like to sit back and reflect on what has happened over the previous months (I did a similar post at the end of 2014). I think it helps me appreciate what has happened in the business and the companies we have helped.
Have you ever felt like your business seems to be at the bottom of the search results no matter what you do? Whilst bigger companies with bigger budgets invest heavily and draw up huge marketing teams to perfect their strategy, it can often seem like an impossible task to attract leads from search when competing in a busy market. fortunately, this may be about to change...Phew!
The UK is packed with innovative young businesses, full of fresh ideas. It has recently been reported that 46% of these are expecting to grow in 2015. This is of course, great news for the UK economy and an exciting time for those businesses expecting growth. But what about the businesses that don't see the same growth? Why do small businesses fail? The reasons for failure can be varied and diverse, but we've highlighted some key reasons below:
The goal of the News Feed has always been to show the user relevant content that is important to them. Facebook constantly attempts to improve this experience and based on recent feedback, it was suggested that people were missing important updates from those that mattered most, whilst having their feeds bombarded by unwanted posts liked by their friends. With this in mind, Facebook recently updated their news feed algorithm. This will impact businesses wanting to market to new customers. We've rounded up the changes and outlined the impact below:
When searching for small business growth; the focus can often be largely internal. Your team, your product and your service offering are always key considerations - and while these are great places to begin the competition is often overlooked. Many business aren't sure who they are competing with or why it even really matters. Whilst self belief and the determination to succeed are admirable traits, the reality is that ignoring the competition doesn't make business sense. With this in mind we've decided to round up our 5 key reasons your competition shouldn't be ignored:
It turns out that half of MPs are completely unaware of the government's own policies set out for small business growth. Almost 60% admitted they had never heard of the Angel CoFund, the Government's £100m seed investment arm, while the Patent Box legislation, helping entrepreneurs profit from their own intellectual property, was a mystery to 53% of MPs.
Digital 22 proudly welcomes our Inbound marketing consultant, Andrew Thomas. Keen cyclist Andrew joins our team after a diverse background in e-commerce, inbound marketing and IT. He will lead the inbound team, helping create unique content to drive the right traffic to your site - turning customers into promoters.
If you have built a new website, it is worthwhile checking that the SEO basics are in place in order to improve its search engine visibility. Whilst each website is unique and may have different areas to optimise, there are a few common updates to put into place as soon as possible, to give the website the best possible start for improving its visibility in the search engine listings from the outset. We have put these together in our SEO checklist for business owners below.
No matter what size your business is, you need to think hard about WHERE to spend your marketing budget. One highly successful method, used by many companies, is PPC (Pay per click advertising - not sure what this is? Read this post first). Here are a few things to consider before embarking on your PPC adventure:
In the same way you don’t need to be a plumber to know when your washing machine is overflowing, you don’t need to be a web expert to know when your website isn’t performing well in the search engine results. Luckily, a poor performing website won’t leave you with a flooded kitchen, but it could waste your web design investment and a valuable opportunity to generate constant leads.
Setting up a new website section or blog is exciting. However, before you can really get started, you’ll need to choose between a subdomain or a subdirectory structure. This can be a puzzling decision that stops you in your tracks. To help you make a more informed choice we’ve put together the pros and cons of both.
Nearly every blog in the digital marketing sphere has a post about SEO myths. Whether it's “10 SEO myths I hate”, “5 SEO Myths in 2015 or “15 SEO myths from the experts”. These blog posts are popular and for good reason. There is a lot of rubbish on the web about SEO and even major publishers provide terrible advice on SEO. Therefore people want to be educated on what is great advice and what is going to land them in a world of pain.
A common question people brand new to digital marketing ask is: “If we start an AdWords PPC campaign through Google, will it aid our SEO?” A common misconception is that if you pay Google, it will help you out organically. Thankfully that isn’t the case, Google doesn’t give ANY preference to websites that run PPC campaigns when it comes to organic listing.
For those in the know; your eyes haven’t been deceiving you, Google’s results really have changed since the beginning of this month, and the company officially confirmed it by saying this is due to a change with how it assesses content quality.
Have you just launched your new online business or decided that your current SEO company simply isn’t achieving the results you require? Now is the perfect time to look for a new company to work with. Of course, with so many different SEO agenices, consultants and freelancers out there, it can be difficult knowing where to start your search. Luckily for you, we have provided a few tips on what to look to ensure you get the best SEO company for YOUR business.
Internet Explorer, the infamous Microsoft browser which has divided opinion for almost 20 years, is being put to bed and replaced. Microsoft confirmed its new browser for later this year, code-named Project Spartan, will not use the familiar Internet Explorer name.
Inbound marketing objectives are the key goals you set and work towards through a campaign or a fiscal year. They’re essential in determining the trajectory of your company going forward. A goal can seem like some lofty, formless idea that can be hard to grasp but with our guidance, you’ll be able to create some goals in no time.
The start of the New Year is a great time to re-evaluate your progression and set brand new marketing goals. Setting practical and achievable goals is essential to any business, and SMART marketing goals can help you to achieve just that. SMART stands for Specific, Measurable, Attainable, Relevant and Time-bound but how do you actually use this?
In the lead up to Christmas a debate raged in the Digital 22 office about which of our home regions have had the best Christmas songs. In an attempt to prove the North West (my home region) is the best I created this infographic showing the major English Christmas songs by region.
What is duplicate content? Duplicate content is not a complex subject as some would have you believe, it is simply defined by me as two (or more) pieces of the same content which appear on different pages on the Internet. In terms of internal duplicate content there are many reasons this can happen such as: