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When riding a motorcycle, accelerating, or increasing the throttle, can help a rider regain traction and recover control in a variety of situations, whether to correct a path of travel or to avoid potential disaster when things get squirrelly. Interestingly, we realized recently that the same could be said for your marketing efforts.

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  • Page Heading Throttling out: how increasing marketing efforts can improve traction
Published in Digital Marketing
Tuesday, 06 December 2016 17:40

Market to People Where They Are

The marketing industry, never known for its transparency, has been overcome by buzzwords in recent years—pull marketing, jacking, clickbait and disruptive marketing. Add to that the dramatic shift in the kind of marketing that resonates with buyers—both business-to-business and business-to-consumer—and it’s no wonder business owners have a hard time planning their next marketing move. 

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  • Page Heading Market to People Where They Are
Published in Steph Speak
Monday, 05 December 2016 14:08

What Inbound Is and Is NOT

These days, we seem to think we know an awful lot about what Inbound marketing isn’t. So what IS it?

Published in Content Marketing
Thursday, 10 November 2016 16:05

Is Your Website Design Inbound Ready?

Does your website design support inbound marketing strategies? Here a few things to look for. 

Published in Websites
Thursday, 10 November 2016 15:45

Market to People Where They Are

If you’re having a hard time planning your next move, you’re not alone.

Published in Content Marketing
Wednesday, 26 October 2016 20:02

Inbound Data Status Report 2016

Hubspot surveyed and collected information from a combination of 4,500 marketing and sales professionals worldwide, and organized the results into: The 2016 State of Inbound Report.

Published in Content Marketing

Often, when marketers talk about the lead process, they may lump lead generation, lead nurturing and lead scoring together under the term “lead nurturing.” However, each of these tactics is a distinct piece of the marketing automation puzzle and has a different role in filling the sales funnel with qualified leads.

Lead Generation

According to Forrester, buyers might be anywhere from two-thirds to 90% of the way through their buying journey before they even reach the vendor. Lead generation is the process of capturing the interest of those self-directed buyers, who are searching online for solutions to problems or who are in the early stages of the buying process.

Unlike older lead-generation methods where marketers simply found the names and contact information of prospects and then passed them on to the sales team for cold calls, this can be done with search-optimized landing pages and content, pay-per-click ads, or social media. The focus of these activities is on attracting visitors to your website by cutting through all the online noise with content deemed valuable and enticing to these visitors. The goal is to provide something that they will trade their contact information for  - resources or information such as an eBook or whitepaper.

Once lead data has been captured via a landing page, those leads can then be coaxed through the purchase process using lead nurturing.

Lead Nurturing

Lead nurturing focuses on leads who have expressed some level of interest in your product or service but who are not ready to buy. They may have signed up for a newsletter or downloaded a top-of-the-funnel (TOFU) piece of content such as a tip sheet. These people are likely still in the awareness or early evaluation stage of the buying process.

Nurturing utilizes your content and triggered or automated emails and messages to further build brand awareness and grow trust while allowing your business to stay “top of mind” through ongoing  communications.

Lead nurturing using marketing automation systems such as Hubspot allows you to send timely, highly personalized information using a strategic flow of emails and offers to segmented lists. This information can inform your prospects about your expertise, products or services while providing valuable resources and information to them. The key is “valuable.”  This process draws leads through the stages of the buying process and allows your prospective customers to build a relationship  with your business during their buying journey.

Today’s lead nurturing is not the same as traditional drip marketing campaigns, which were a one-size-fits-all approach to lead follow-up and  which didn’t factor in the prospect’s activities or behaviors.

Lead Scoring

Lead scoring allows you to fine tune your lead nurturing segmentation and strategy. Lead scoring, as part of a marketing automation solution, adds (or subtracts) point values based on actions the prospect takes online (clicks and opens of lead nurturing emails, how a lead found you, what pages they visit or what content they downloaded); demographic information (such as industry or company size); or both to help members of the marketing team determine when a lead is ready to pass on to the sales team.  

Because not all leads are created equal, you’ll want to use lead scoring to help focus your marketing and sales efforts on the prospects that matter most -those most likely and most ready to buy. Lead scoring provides a quick and easy way to prioritize leads and to send messages customized for particular stages of the buying journey rather than messages based solely on persona.

Together…

Together, lead generation, lead nurturing and lead scoring create a more efficient lead process, shorter sales cycles and lower cost of acquisition by allowing the sales team to focus on leads who have been qualified as “sales ready,” leaving less qualified leads to be nurtured by the marketing team until ready (or deemed completely unqualified). Lead scoring can also lead to a better relationship between sales and marketing, aligning goals and establishing a common definition of a sales-qualified lead.

 

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  • Page Heading Lead generation, lead scoring, lead nurturing: how they work together in your marketing automation strategy
Published in Marketing Automation
Tuesday, 08 September 2015 19:50

Landing page best practices

Landing pages are an integral part of marketing automation for businesses. People sometimes think landing pages are any page a visitor might “land on” on a website. More specifically, they might think about the main page of each section of a site as a landing page (what we refer to as an “index page” to help differentiate it).

For inbound marketing and marketing automation, however, a landing page is a page which contains a form and exists principally to convert website visitors into leads by capturing some amount of personal information through a form in exchange for something - either a piece of content, or offer of a consultation, demo or assessment.

Avoid Clutter

Landing pages should be free of visual clutter. This could be images, ads, navigation or other items that can overwhelm visitors and cause confusion about what action you want them to take. Use only one call-to-action -  the form submission button. You don’t want to give the visitor too many choices and risk him or her leaving the page before completing the form.

In the below example, the button doesn’t stand out, the visitor has a number of other link choices and there is no clear headline or offer.

Landingpages 1

Use Action Words

Make the button text action-based but avoid using “submit.” Try words such as “download,” “sign up,” “register” or other verbs that generate a sense of urgency. Combine it with additional text to restate what the visitor receives by clicking the button. Letting the user know exactly will happen can reduce anxiety and increase conversion success.

Draw Attention through Color

Contrasting colors, which are complimentary on the color wheel (such as blue and orange), go together visually but also allow one color to stand out when used more sparingly - such as on the the call-to-action button.

Use the squint test to check contrast. While viewing a page, squint. What stands out?

In the previous image above, the landing page used complimentary colors. However, because the blue and the orange are used in equal parts, no one element truly stands out. Compare it to the blue and orange colors of the Unbounce landing page below. The single orange element, the call-to-action, stands out against the blue and draws the user’s attention.

Landingpages 2

Directional Cues

Try using directional cues to help visitors easily identify what you want him or  her to do. Using photos of people allows you to utilize line-of-sight to draw visitor attention to the form or form button. Notice in the example below that the woman’s eyes are looking right at the form.

You can also be more obvious and use directional images such as arrows and lines to indicate where you want a visitor’s eyes to travel on the page. Or, utilize images such as roads that  have a directional element which will lead visitor’s eyes to a point on the page.

Landingpages3

A Thousand Words...

Include an image or video. Sometimes words just aren't enough to explain the product or offer. Using a video or image can help further explain the offer, make the page design more engaging and draw people in toward the call-to-action or benefits.

Landingpages4

Don’t Ask for Too Much

Make sure your form is an appropriate length. Both long and short forms perform well depending on the goal of the form. If the goal is to create a large number of unqualified leads, use a shorter form. If the goal is to generate fewer high-quality leads, use additional fields to collect more information.

But remember that the quality of the offer can also dictate what users are willing to disclose in exchange. A checklist of tip sheet might not “be worth”as much information as a webinar or demo in your visitor’s mind.

The Proof is in the Reviews

Include social proof. Almost 63% of consumers indicate they're more likely to purchase from a site if it has product ratings and reviews. Social proof can be customer testimonials, case studies, social shares or embedded social media posts or trust seals.

Messaging

Make sure your attention-grabbing headline matches the ad or call to action the visitor clicked to arrive at your landing page. A headline that is off-focus or topic can be confusing at best and considered click-bait at worse.

Keep the message singularly focused and emphasize the offer’s value. Simplify the copy but make it engaging. The page and information should be easy to comprehend with a quick glance. You can always include additional information below the fold and the form.

Personalization

Don’t try to use the same landing page and messaging for all audiences. Create different versions of the landing page with messaging specific for the specific traffic source.

Design your page for different devices. There is no denying the growth of mobile usage among internet users, so make sure your landing page is responsive or can serve up a mobile version that is visible on various screen sizes and is finger-friendly (no mouse needed to access things like navigation).

Follow up with a thank you page which makes good on the promise of your initial offer. This also allows you to present a second, complementary offer to further convert and qualify your lead.

Test, test, test

And test again. While we have discussed a number of “best practices” for optimizing landing pages, it is important to always be testing. You can test any number of elements such as the position of the form (left vs right), navigation or no navigation, button color, button text, images, form length, messaging, or headlines. Ultimately, your site visitors and leads determine what is a best practice for your landing pages and optimal conversion rates.

 

For more on landing pages, download our free guide, “Creating Landing Pages: An Overview.

 

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  • Page Heading Landing page best practices
Published in Marketing Automation

Creating interesting and unique content for your blog can become tedious and challenging, especially if you think your industry or business is particularly “boring.” It’s common to feel  like there just isn’t enough to write about to sustain a consistent blog as part of your marketing automation strategy. However, according to Hubspot, “to grow a blog, you need to consistently publish content that your readers enjoy reading.” In a study conducted last year, they determined their best results were achieved by writing four posts a day with varied quality and comprehensiveness.We’re not saying you have to write that many posts to be successful; we’re saying that not every post has to be a college dissertation.

Here is a list of post types and ways to find new topics.

  1. Search Twitter for keywords related to your business and look for questions people are asking. Answer those questions in your blog posts.
  2. Look at what you share socially. Expand those short posts into longer blog posts or write about the articles you share. You can add context, opinion, analysis or insight to any industry or general news article.
  3. Look at your competition. What are they writing about or tweeting about?
  4. Write about challenges your business faced and the resulting solutions.
  5. Write about a customer success story, even if the customer isn’t named.
  6. Think about the questions your customers and prospects ask. Answer those questions on your blog.
  7. What are the biggest myths about  your industry? Create a post to dispel a myth.
  8. Look at how your product fits within other aspects of your buyer’s life. Write about those related products or services. For example, if you sell computer monitors, write about pros and cons of “standing desks.”
  9. Look at your data. Write about trends you see based on your own sales and customer information.
  10. Write a how-to post. Look at what you explain to customers and to others and write a short tutorial. Or try a how-to video! Different types of content resonate more with different people.
  11. Look at the performance of your blog posts. Expand on those that are most popular. Cover the same topic from a different angle.
  12. Take a look at Google Trends. Find what people are searching for and write a piece of content related to what people are currently interested in.
  13. Tell a story. Write about your business and what you have learned or what has changed.
  14. Conduct an interview with  your employees or customers. The challenge with this idea, however, is coming up with fantastically interesting questions.
  15. Create a list. Look at the top 10 questions customers ask, top five trends in your industry, or 15 business lessons you learned from your dog. List posts grab attention and  are easy to read and digest. Here’s a list post about why list posts work: “7 Reasons Why List Posts Will Always Work.” (Very meta, we know.)
  16. Make a comparison. Choose two topics, services or products and write a side-by-side comparison.
  17. Write a review of a book related to your product or industry. Or, review a product your business uses.
  18. Look at industry news. Search for news about your industry and write a post about a current issue or topic.. Or do weekly “roundups” of what is happening as it pertains to your industry, audience or community.
  19. Look at Reddit AMAs (Ask Me Anything). There are interviews of industry experts that can give you a lot of ideas based on the questions people ask.
  20. Look at the Twitter Chat Schedule and find chats related to your industry or business. Use the Twitter hashtag of the chat to find related tweets. Look at the questions, answers and opinions to create topic ideas.
  21. Use Quora. Quora is a Q&A site with a variety of questions and answers. Type in your keyword and Quora will list common topics. Search one to find open questions and use those as blog post topics.
  22. Use BuzzSumo to find the most shared content relevant to a keyword related to your business or industry. Select a post and write a reply post offering your opinion on the subject or expand on the information in the original post.
  23. Write about your opinion or thoughts on recent industry research.
  24. Repurpose content. Create a post from something you already developed such as a  recent presentation or case study or from an email you received.
  25. When all else fails, try the content generator or other topic idea generator. When we put the subject “blogging” in, it recommended we write about “Why blogging sucks more than the new Star Wars.”

The easiest thing to do is be helpful. Whenever you feel stuck for a topic or idea, find a way to answer questions either from your customers and prospects, or from people on the internet. Be patient and be persistent. Read a lot — not just blogs related to your business but everything. You never know what might spark an idea. And whenever you have ideas, write them down. You might not be ready to explore them deeper now but at least you’ll have an idea to work from when you sit down to write.

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  • Page Heading What should I blog about? 25 posts types and ways to find new topics
Published in Marketing Automation

Content marketing, along with inbound marketing and marketing automation, is growing exponentially in importance. Gone are the days of brochure websites that occupy a dusty corner of the world wide web. Today, websites need to be dynamic and provide content relevant or useful to online searchers. Content is more than just blog posts. It can take the form of a meme or cartoon or product video; it can be a whitepaper, a top-ten list, or a song parody.

The truth is, content can really be anything. In an article from May of 2014, PR Daily listed 101 different types of content to help drive people to your website. But here’s the rub: The content must be strategically connected to your brand, provide value to visitors, and be appropriate to the buyer’s journey in order to attract, engage and convert users. This is what empowers marketers to nurture leads and better support sales efforts.

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  • Page Heading Developing content - what kind and how to approach it
Published in Marketing Automation
Monday, 17 August 2015 15:33

Hubspot Marketing Expertise

Hubspot is an inbound marketing software platform designed to help companies create and manage complex inbound marketing campaigns that attract buyers rather than interrupt them. Hubspot provides tools to create content, optimize it for search engines, share it via social media and email, and measure the results.

Hubspot says you can do it all with just one platform that includes tools for:

  • Email
  • Websites
  • SEO
  • Marketing Automation
  • Landing Pages
  • Analytics
  • Social Media
  • Blogging 

Sounds easy, right? 

Working with a partner

Hubspot makes it relatively easy for a marketer or content creator to gather insights, publish content and social media messages, send emails to segmented lists, and automate marketing. However, many businesses become overwhelmed with either how much there is to learn or how much time is needed to fully utilize the system, while simultaneously creating original content and resources.

To support businesses that use the platform, Hubspot created a Certified Partner Program. Hubspot partners possess Hubspot marketing expertise and work with businesses right in their Hubspot portals to get the most out of the tools and create inbound strategies that achieve business goals. Hubspot partners receive many hours of training and are continually exposed to new information, tools and the resources to be equipped to get things done more efficiently and in a shorter period of time both because of their expertise and because they’re in the system so regularly. Hubspot partners also have the opportunity to receive certifications (Inbound, Hubspot, Partner and Design) that take their skills to the next level and demonstrate their full commitment to Hubspot and to the inbound marketing methodology.

Hubspot tools and how a partner can help 

To utilize Hubspot, you must first understand inbound marketing and it’s methodology. Inbound marketing utilizes blog posts and various other types of online content to attract visitors who are looking for answers to specific questions. Landing pages are built to convert website visitors into leads by offering a piece of educational content and asking visitors to trade some personal information (name, company, email) for that content. Using information gathered through the landing page forms and lead-nurturing tactics, inbound marketers can nurture leads with targeted messages based on their actions or interactions with your website and content. Ultimately, the goal is to turn visitors into customers and, by “delighting” them, turn customers into evangelists.

While it’s goal is to be user-friendly, Hubspot is a complex content management system combined with a CRM,email and marketing automation tools.

It includes:

  • File management tools for storing images and files.
  • A template builder allowing users to create site-page, landing-page and email templates, ensuring a branded and consistent look and feel across all touchpoints.
  • Sitemap and URL tools to arrange and build an intuitive navigation and structure that is search engine friendly.
  • Landing page tools to create, optimize  and analyze landing pages to convert visitors into leads.
  • Drag-and-drop form builder to create powerful, custom forms to collect lead information.
  • Reporting tools to analyze data such as visits, leads and customers from various referral sources; page performance; competitors; keywords and conversion assists. This allows users to gauge what works and what might need refinement.
  • Email tools to create follow-up emails, newsletters, automated timed emails or offer emails, which are engaging and device responsive. Combined with templates, these emails can be customized depending on type, from simple text-based to image-rich emails.
  • A system to manage contacts, review contact properties and create segmented lists based on contact information or behavior. The contacts database also collects and reports on every touchpoint between your leads and your Hubspot assets, viewable in a chronological timeline.
  • A personas “wizard” to walk users through the creation of buyer personas for more targeted content mapping and list segmentation.
  • Social media monitoring, publishing and reporting tools allow users to link their business’s social media accounts and publish or schedule messages to each channel or to multiple channels at the same time. Users may also construct “streams” based on specific criteria in order to monitor keywords or Twitter users  and the associated activity on Twitter.
  • Campaign tools to  manage and easily monitor the performance of the various elements of a campaign at a glance.
  • Marketing automation tools to nurture leads efficiently utilizing sets of automated actions executed upon a trigger condition.
  • Third-party integrations for Salesforce, Wistia, GoToWebinar, SurveyMonkey and more.

As you can see, Hubspot has a lot to offer and the number of features can be overwhelming. But even small businesses can streamline and amplify their marketing efforts by leveraging just a few of the tools available. And by having all the information in one place -- rather than a cobbled-together system using a CMS such as Wordpress, an email marketing service, Google Analytics, Hootsuite and SEO research tools -- businesses can increase their efficiencies while generating more traffic and leads.

Hubspot offers a great deal of support and training to help you succeed using their software and inbound methodology. If you spend a little bit of time getting to know the features and participating in some of the training, you can achieve some success. If you spend a lot of time with the platform, you can learn to make it sing and dance. Unfortunately, many businesses find that time can be hard to come by among their other roles and responsibilities.

A partner agency can help.

Savoir Faire has been a Hubspot partner for several years and,  during that time has achieved and maintained a number of Hubspot certifications (Inbound Certified, Hubspot Certified, COS/Design Certified). We are now happy to report that we are also Partner Certified. As part of our ongoing efforts to remain current on best practices related to inbound marketing and on using the Hubspot software, Savoir Faire is proud to have achieved these certifications and proven our knowledge and proficiency to best support our Hubspot clients.

If you are a Hubspot customer or thinking about becoming one, contact us to learn more about working with Certified Partner Agency.

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  • Page Heading Hubspot Marketing Expertise
Published in Marketing Automation
Tuesday, 21 July 2015 16:51

Creating Inbound Marketing Campaigns

We’ve written previously about inbound marketing and the elements of an inbound campaign. I’ve talked about how inbound marketing takes things you already know – your website, blog, email and social media – and activates them a little differently to create a completely different outcome. That website you built as a standalone tower some time ago MUST now be integrated with your other online channels to create a village of inter-connected, inter-related activities.

Once you do that, you can begin to run distinct, measurable inbound campaigns. A campaign typically starts with a desired outcome from a desired audience. You want Customer Type A to learn X about your industry or solution. The “bait,” if you will, is a specific piece of content. The campaign would be all the connected activities you do to: promote the piece; draw attention to it; attract people to it; and demonstrate enough value that they will exchange their name and contact information for it.

If you tie all these elements together and track them as a campaign using Hubspot or another marketing automation platform, you will be able to identify what is or isn’t working in the attract > convert > close cycle for that goal and audience.

We know that there are a lot of moving parts when it comes to planning and executing an inbound marketing campaign. We’ve put together a resource that outlines some of Hubspot’s best resources, templates and workbooks for each stage of a campaign. If you’ve got questions on any element of an inbound marketing campaign, this resource is a great place to start. If you have further questions after reviewing the reference guide, please don’t hesitate to leave a comment here, or email me directly at stephanie(at)savoirfaire-us.com.

Download the Inbound Marketing Campaign Reference Guide

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  • Page Heading Creating Inbound Marketing Campaigns
Published in Steph Speak

I read an article in The Boston Sunday Globe a couple of months ago that has stuck with me. TV Critic Matthew Gilbert discussed the evolution of TV acting in a way that struck me as stunningly similar to the evolution that we’ve seen in marketing in the past several years. I haven’t been able to get it out of my mind. I’ve been thinking a lot lately about the evolution of marketing and how to convey to business owners truly how much has changed and why it’s time to learn some new tricks.

In discussing a character from the Netflix show “Orange is the New Black,” Gilbert talks about actors who are “embracing the medium’s great advantages – the wealth of screen time to flesh out a character, the opportunity to earn every inch of a character’s transformation, the synchronicity of having a screenwriter writing specifically for them as the seasons accumulate, the nimbler pace than on movie sets, and the sweet mystery of exactly what stories will be coming down the pike.”

It’s a lot to take in but it has much in common with the transformation of marketing. With the evolution of the web and how people use it to shop and buy, the medium – in our case the web – does, indeed, have great advantages. As businesses, we also have a wealth of screen time to flesh out our company’s personality, offerings and credibility while the buyer makes their way through the purchase process. We can offer website content, educational content, videos, white papers, social media updates. We can engage with them at their computer, on their phone or via their tablet. We can bring our companies to life for those who are asking questions and looking for solutions that our services and products can provide.

Tumblr Ndyvm5VJTx1tubinno1 1280

In this analogy, we as marketers become that screenwriter and we truly do have the opportunity to write specifically for the types of characters that are interested in our products and solutions. And, we can write for them progressively, as the seasons of our customer acquisition process accumulate. With our content and all the things we can do online, we can accompany our potential customers along their purchase process, including the stages of asking a question, researching a solution, qualifying a provider and, finally, making a purchase.

The web is certainly nimbler than the traditional marketing and advertising methods – on television and in newspapers and magazines.

Honeymooners
Audrey Meadows, Jackie Gleason, Art Carney. CBS.

Gilbert says, for decades, TV was considered the poor relation to movie and theater acting – with some validity. He says that it was “rooted in radio soaps and vaudeville, where staying on the surface and directness were critical.”

The same was true with traditional marketing and advertising tactics. They were built for the mass audiences of the mediums they employed and needed to be built with lowest-common-denominator messages to attract as many people as possible.

Gilbert agrees: “Before the cable explosion, the creators of network shows were avoiding subtlety in order to attract as many viewers as possible. The stories and the acting had to be obvious, so as not to confuse the less sensitive or less sophisticated audience members.

By this paragraph in the article, I was practically hooting and hollering because it parallels so closely the evolution of marketing. I posit that the evolution of the mediums brought about the evolution of their usage. Prior to the cable explosion, there were just the main networks to watch. And so, TV shows had to appeal to the broadest possible audience. But now, with not only cable and premium cable and streaming options available, there is a place for different types of shows. We all know the one-note sitcoms still live on today! But now there is a place for people who want to get emotionally involved with their characters. HBO, Showtime, Netflix, Amazon Prime – and so many others, can now provide shows for smaller audiences and, thus, make them more relevant – and binge-worthy.

We can do the same thing with our marketing. Truly. I had a client recently point out the “Journey to $100,000” blog to me, with the claim that she sat and read every single post one evening, after coming across a single post on Twitter. Today, we can create marketing that’s so good and so relevant and so engaging that people will binge on it.

Gilbert calls some of today’s TV performances “particularly TV-esque,” because of their “organic unfolding over time.” There isn’t a better example of marketing built to unfold over time than the Groove HQ blog.

Season2CastEW
Entertainment Weekly promotional photo. From left to right Kit Harington, Emilia Clarke, Lena Headey, Nikolaj Coster-Waldau and Peter Dinklage.

I suppose the bottom line is, if you’re a fan of the new kind of TV – from OITNB to “Game of Thrones” to “Mad Men,” and a whole host of others – it’s worth asking yourself if you like how juicy, and real, and engaging they are, how they hold your attention over time. If you do, then it might be worth also asking whether you can apply some of those same loveable traits to marketing your business.

Additional Info

  • Page Heading Embracing Change on TV – and in Marketing
Published in Content Marketing
Thursday, 09 April 2015 20:16

The right tools for the job

You wouldn’t drive a nail with a wrench. And you wouldn’t snake a toilet with a garden hose. And you wouldn’t spread joint compound with a butter knife. (Would you?)

Published in Content Marketing
Friday, 27 March 2015 18:38

Hardest-working sales person

Your website is a powerful tool to reach your potential customers on their terms.

Published in Websites

Savoir Faire is abuzz with preparations for Thursday’s Make Your Marketing Matter event, which will feature Brian Halligan, CEO of Hubspot, the leading marketing automation software company. Brian coined the term “inbound marketing” in 2005 to describe how he saw marketing changing along with the evolution of how we use the web.

We’re looking forward to hosting Brian in the 603 to talk inbound marketing with a group of business owners and marketers who are eager to learn how to connect with customers and prospects more meaningfully this year.

We asked Brian to get started a little early and answer a few questions about inbound marketing and what’s next for companies who want to make their marketing matter.

Additional Info

  • Page Heading Six questions with Hubspot’s Brian Halligan
Published in Steph Speak
Thursday, 11 December 2014 00:00

Have you heard about inbound marketing yet?

I talk to a lot of business owners and managers about their marketing efforts. In most conversations, we get to a junction where I ask the question above. Most times the people I’m talking to get some faraway look in their eyes and answer some version of: hmmmmm; I think so; I may have; or even a flat out “no.”

Inbound Marketing is an emerging discipline in marketing. It has developed in concert with the evolution of technology and how we use the web. At its core, it’s about being found online. Business owners and managers are starting to hear the phrase whispered around the periphery but the practice will soon become mainstream.

You see, traditional advertising and marketing was all about one-way communication of messages boiled down to the lowest common denominator. Traditional advertising vehicles reached a mass market, so your messages had to connect with as many people as possible to warrant the huge investment it took to place them. Hence: Bud Light was for guys who watch football and ogle scantily dressed women. Plenty of people drink Bud Light, I would hazard, but that’s the lowest common denominator – and it worked….for a time.

Now, we can fast forward through commercials, avoid telemarketers with caller ID, throw away “junk” mail and generally avoid advertising messages when we choose to.

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  • Page Heading Have you heard about inbound marketing yet?
Published in Content Marketing
Thursday, 10 April 2014 00:00

Do You Have What it takes to Convert?

A Guide to Creating Landing Pages

Landing pages are a common and vital part of a business’s online presence. They're a key element of an inbound marketing strategy. Don't be fooled by their simplicity! Engaging landing pages speak to a clear target audience and provide a streamlined user experience.

The goal of a landing page is to capture a visitor’s information so that you can communicate with them during their purchase process. If done correctly, a landing page will convert a visitor into a follower. 

Factors such as the style of messaging and where information is placed affect how a visitor experiences your page. This will ultimately determine whether or not they are willing to engage with a brand. Thus, becoming clear on key points such as your target audience, your offer, and your call to action will make a big difference in how visitors interact with your page.

For an overview landing pages marketing strategy, Savoir Faire has created a short guide for reference. Click the button below and check out our landing page!

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  • Page Heading Do You Have What it takes to Convert?
Published in Content Marketing
Friday, 07 January 2011 13:15

New Year, New Ideas

I’m not really a New Year’s Resolution kind of gal. If I make them at all, they don’t usually last that long and then I just feel bad. Instead I try to work on personal growth all year long, trying the things that sound intriguing and making those that work well for me a part of my life.

That being said, I do tend towards reflection at this time of year and I’ve been thinking a lot about Savoir Faire recently and what its next iteration looks like.

During a conversation with a very good friend recently, she pulled something from our conversation that stopped me in my tracks:

Always learning.
Always inspired.
Always empowered.
Always accountable.

These are things she said about Stephanie McLaughlin, the person but, upon hearing them, these are things that I would like to bring to Savoir Faire, the business, to use as guiding principles. (Hopefully you'll even see them in some updated Web copy soon!)

The reason I liked this so much is that it becomes a two-way promise; it’s how the business operates and it’s a bargain I would like to make with my clients as well.

Always learning
It’s true, I’m always interested in what’s new. In relation to Savoir Faire, I’m constantly on the lookout for what’s next, what’s going on, what new developments are taking place in the marketing, public relations and social media worlds.

Always inspired
I’m always on the lookout for inspiration and actively in search of it. I believe it can come from anywhere so it's good to keep your eyes open and your mind tuned. Something you learn in one area can inspire you in a completely different area. According to my good friend, it’s also something I impart in many of my personal interactions through the enthusiasm I have for what I've learned and how it can be applied.

Always empowered
I’m not typically an ‘ask permission’ kind of gal.

Always accountable
For me, this is the other side of the ‘always empowered’ coin. Whether my decisions are right or wrong, I am accountable for their outcomes.

Now that you know a little more about me, let’s talk about how these ideas can apply to clients who are working with Savoir Faire.

When you work with Savoir Faire, I want you to be learning. You don’t need to learn about inbound marketing or search engine optimization or website design but you should learn about how what we’re doing is going to impact and affect your business and what you can do to leverage the work we’re doing for you.

Working together, I hope we inspire each other to keep reaching new heights and doing better and better work. When you learn about what I’m doing and how it can boost your business, I hope it inspires you to think of additional ways we can work together to drive results. That, in turn, will energize me and my team to keep stretching on your behalf.

I may not be an ‘ask permission’ girl in my personal life, but I will need your permission to do great work for your business. That may mean letting go of some of the details or trusting my team to do good work for you without understanding exactly how it all works. In turn, I will do my part to give you what you need to run and grow your business, whether that’s information, explanation, reports or coaching.

Likewise, I will need you to hold up your end of the bargain. If that means writing a post for your business blog once a week or getting on the phone with me regularly, then that’s what you need to do. You see, I’m going to need you to do your part so that I can do mine effectively. In my experience, I have found that careful plans and marketing strategies don’t fail; people fail implementing them. If we are both accountable for our pieces of the puzzle, then our strategies will succeed and your business will benefit.

My approach is based on delivery and, in order to deliver for you, I’m going to need for both of us to be learning, inspired, empowered and accountable. Together, we’ll get great results. I look forward to working with you!

Best,
Stephanie.

Additional Info

  • Page Heading New Year, New Ideas
Published in Steph Speak

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