by Fronetics | Jun 23, 2016 | Blog, Content Marketing, Marketing, Strategy, Supply Chain
HubSpot users also saw 3x more leads and 4.1x web visitors per month after a year using the software.
A study has found that using HubSpot for your inbound marketing can increase sales revenue by 72% in 12 months.
A 2016 MIT Sloan student analysis showed that HubSpot’s inbound marketing software provides users a substantial boost in quality leads, which converted into more sales. In year two of using the software, customers continued to see impressive increases.
The in-depth report was a compilation of customer survey responses and web data gathered over a 24-month period for HubSpot users from 2013 to 2015. It looked at three fundamental aspects of marketing methodology:
- Attracting new visitors to the user’s website
- Conversion of these visitors into customer leads
- Closing those leads into actual sales
Leveraging tools to streamline and magnify marketing and sales efforts is important for all businesses in the supply chain and logistics industries, but it can be especially important if your business is small, or has limited resources. HubSpot proved to be a competitive solution, with cost-effective results that increased leads, customers, and revenue.
Report highlights
Attracting new customers
- Users averaged 3x more leads per month after a year.
- Websites averaged 4.1x more visitors per month after a year.
Conversion of website visitors into leads
- Approximately 83% of the HubSpot customers experienced an increase in their conversion rate of leads into customers.
- Size of the business did not matter; all saw significant increases in site traffic and lead conversion rates.
Closing those leads into sales
- 72% of HubSpot customers saw an increase in sales revenue in one year.
Other findings focused on substantial support in meeting goals and the ease of attracting the right customer persona for optimum results.
- 96 % of customers surveyed said that HubSpot helped them meet their marketing goals.
- 68% of customer respondents felt that their efforts generated better quality leads while using HubSpot.
- Increased customer satisfaction was reported by 46% of HubSpot users since they began using the program.
Is HubSpot right for your business?
HubSpot is a marketing platform that takes all of the inbound marketing methods that were once separate services and consolidates them into one integrated software package. It provides marketing analytics, lead intelligence, A/B landing page testing, CRM integration, email service integration, eCommerce integration, and API integration.
From one location, you can blog, tweet, optimize, then capture and nurture leads. It drives the right customers to you using extensive research specific to your industry. It pinpoints your competitors and potential customers, including their typical pain points, interests, and questions.
A separate 12-month study conducted by Overgo involving both B2B and B2C businesses compared companies using HubSpot to those who did not. It found:
- An average increase of 170% in organic traffic after one year, whereas those using HubSpot saw an average organic traffic increase of 590%.
- HubSpot received 125% more (B2B) and 294% more (B2C) leads than companies not using HubSpot. (Several of the B2B companies received fewer leads because their targets are multi-million dollar deals, a much smaller avenue of opportunity.)
The difference was attributed to the tools HubSpot offers its customers, which include:
- Ranking opportunities – a feature that shows which keywords offer your business an opportunity to get ranked on the first page of search results.
- Conversion opportunities – shows which keywords are attracting a lot of traffic but not converting, then suggests ways to increase conversion.
- Long-tail opportunities – suggests keywords where ranking could improve substantially if you add a certain word or phrase.
- Competitors – compares your site’s ranking and search volume to your competitors.
- Campaigns – helps organize keywords into campaigns for tracking and measurement.
HubSpot’s inbound marketing software has consistently provided a relatively fast and high return on investment for the majority of B2B or B2C companies, no matter their size.
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by Fronetics | Jun 6, 2016 | Blog, Content Marketing, Marketing, Strategy
Trying to pass your sales pitch off as content will only hurt your content marketing efforts.
Think your blog is a refreshing new way to highlight your products or services? Do your posts include verbiage like “one-stop-shopping,” “innovative,” or “industry leader?” Stop right there. Everyone you reach probably knows right away that you are trying to sell them something, and they will quickly move on.
As counterintuitive as it may sound, being “salesy” will make potential customers look elsewhere, or run in the opposite direction — perhaps to your competition. The best way to win customers is to stop boasting about yourself and to stop trying to sell. Content that answers your customer’s needs is what will grow your business.
Nobody welcomes a sales pitch
Admit it: you tune out anyone that comes across as trying to sell you something. You get emails, voicemails, and social media updates with “information” that is really a not-so-cleverly disguised sales pitch. What do you do? Most likely you hit delete, or you do not read past the first sign of a sales promotion.
So you know deep down that “salesy” does not sell. Yet, according to a recent study of 500 global marketers from the Economist Group, many B2B content marketing programs are doing just that: promoting products throughout their content efforts. In fact, 93% of the marketers surveyed said they directly connect content to a specific product or service.
Customers see right through this trick. The same study found the majority of B2B customers are annoyed by pitches. In fact, 71% of B2B executives reported that content they didn’t like seemed more like a sales pitch than valuable information.
Focus on your customers to increase sales
So what should you content be doing? Rather than forcing your products on your prospective customers, take time to answer their questions. Be the expert advice they are seeking. You do this by:
- Keeping content informative and educational. Your content should hold value for your readers.
- Letting your content demonstrate market expertise. It should give the reader a favorable impression of you and your business. They should walk away thinking that you know what you are talking about.
- Write as if you are speaking to a business peer. You are approachable and intelligent. Speak the language of the customer, and bring something new to the table, in terms of information.
- Focus on topics and questions of crucial importance to your target audience. What do they care about or want to know more about?
The philosophy of content marketing is to offer help, to educate, and, at times, to entertain your target audience. This is accomplished by focusing on the customers’ needs and interests, not your company’s latest product. When you form this online relationship with your audience, you gain their trust and respect, and that is what brings in sales.
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by Fronetics | May 31, 2016 | Blog, Content Marketing, Marketing
Overcome writer’s block with these ideas for blog posts.
It’s time to write that new blog post, and your computer screen is a vast, white page of emptiness. Maybe it feels as if you have covered all of obvious topics of interest and you have nothing left to write about. You need direction. You need motivation (or coffee). You need fresh ideas, a new angle or approach, or a modern-day muse!
You are not alone. Topic development is a skill, and some days it is a challenge — especially because you want your content to be unlike any other post out there. And there is a lot of content to compete with: Reportedly, 88% of B2B marketers use content marketing as part of their programs.
So, your post needs to stand out above the crowd, engage readers quickly, and offer them something valuable (e.g., information or entertainment) to keep them coming back to you for more. With that in mind, here are 10 prompts to get you going on your next blog post.
10 writing prompts for blog posts
1) Identify customer pain points.
Think about your target audience. Who is that potential customer? What are some of their everyday pains or challenges? Provide them with insight or information, offer advice, or provide solutions for overcoming those problems.
2) Use your industry experience.
Create a comprehensive list of industry-related statistics or facts. Then, focus on one that you can speak to. Such posts position you as a thought leader on industry challenges and trends. They also are great for getting inbound links (meaning other sites will link to your post, which improves your SEO).
3) Capitalize on popular trends.
What is hot in your business right now? What is important and trending in your potential customer’s corner of the world? Speak to others in your company for their ideas. Is this trend going to last? If it is on its way out, what is your prediction about what the next big trend may be?
4) Provide information.
Write a how-to guide. Help your readers make a decision or accomplish a task. Show your knowledge about the subject to establish yourself as a trusted source of information.
5) Offer a different opinion or new perspective.
Read other blogs in your industry for fresh ideas. This is simply a leaping-off point — plan to cover the topics in a different way.
6) Join in on top-level industry conversations.
Follow industry leaders on Twitter and LinkedIn. Join social media groups related to your business, and read what others in your specific industry are sharing. What are they posting about today? How can you expand on it or argue a different opinion or solution?
7) Localize a new story.
Read trade publications, magazines, and even the news for ideas. How can a hot topic relate to your business or customers? Look for hidden connections. In the newspaper business they call it “localizing” a story — essentially taking a story that, on the surface, is not related and finding a way to discuss it in terms of localized relevance.
8) Share your “musts.”
Write a top 10 list of industry must-knows, or perhaps must-dos, or even must-reads. Be a key source for even more information and knowledge.
9) Introduce your latest release.
Write about your latest project, product, or service and how it will solve specific challenges or address certain needs.
10) Answer customer questions.
Read and digest all of your readers’ responses, posts, or questions. Sometimes the customer generates great blog ideas through a conversation or a question. Write your post as a generalized response to others who may have the same concern, idea, or question.
Content marketing helps connect potential customers to your company by offering information they can use. But creating consistent, relevant content can be time-consuming and costly. If you frequently find yourself staring at a blank screen, consider outsourcing this important task to professionals. Many companies find it provides the optimum results, saving time and resources.
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by Fronetics | May 26, 2016 | Blog, Content Marketing, Marketing, Social Media
Get started creating YouTube videos for your business with these easy-to-use tools and ideas for content.
This is part two of a three-part series on creating video content for YouTube for businesses. Read part one, YouTube for Business 101, and part three, Seven Ways to Get More Views on Your YouTube Videos.
So, you want to add video to your content repertoire but are intimidated by the technical savvy and equipment required to get started. Creating videos for your YouTube channel is actually easier — and less expensive — than you might think. You just need a camera, some editing software, and, of course, some content.
If you need some guidance on those three elements, then this post is for you. Read on for some recommendations on user-friendly tools for creating YouTube videos for your business. I’ll also offer ideas for content along the way.
What about a camera?
You don’t need a professional-grade camera to produce quality YouTube videos for your business. In fact, your smartphone is equipped to take HD video and can suit perfectly well for short clips or on-the-go shots. But if you’re planning on creating regular video content, purchasing equipment exclusively for this purpose is probably a wise idea.
The good news is that decent video equipment is pretty inexpensive these days — not to mention, easy to use. Here are some favorite budget options.
1) Webcams
Webcams like the Logitech HD offer great 1080p (full HD) footage for well under $100. These are easy to use and ideal for static shots, such as interviews, Q&As, or presentations. The main disadvantage to a webcam is that you will have to carry your laptop with you to film. But for the price, this option is hard to beat.
2) GoPro and other action cameras
GoPro cameras are designed for extreme action sports, but their durability and take-anywhere functionality make them perfect for creating YouTube content for business. Pack in your briefcase to film at a tradeshow; take a product for a test drive to give customers a new perspective; or mount in an advantageous location to showcase your operations. Keep in mind that you don’t need the most expensive, high-tech model to get great footage — some of the older versions go for under $200. Downsides include compromised sound quality and the fixed, wide-angle lens.
3) Point-and-shoot
Point-and-shoots are probably the most convenient and versatile option — you can use them for just about any kind of content. They are easy to mount on a tripod, and offer excellent sound quality (especially if you use the microphone input). Most are small and easy to transport, and many offer an articulating screen, which is key for ensuring you’re getting the shot you want. They vary widely in price and quality, so proper research is necessary to find a camera that will hold up to the kind of content you plan to create.
4) Micro four thirds system (MFT)
Pushing the limits of being budget-friendly, MFT system cameras offer the most professional look for your videos. Swap out different lenses for a variety of angles and shots, and know you’ll have high-quality images all along. Some models have articulating screens, too. If a micro four thirds camera is within your budget, you’ll be able to make beautiful, professional-looking videos, regardless of their content.
For specific camera recommendations, YouTube is the perfect place to search, as many vloggers (video bloggers) take to this channel to offer their informed opinions. For example, this breakdown of six budget cameras demonstrates the difference in image quality while providing excellent, product-specific information on different camera models.
More than video
Video content is not excluded to what you can capture with a camera. Things like slideshows of still images and original animation offer the same visual appeal without having to stage and record live action. Try some of these ideas for engaging video content.
Slideshows
String together some images, add some music, and voilà! Slideshows are an out-of-the-box way to produce video content with minimal time and effort. Here are some examples of content that would work well in a slideshow format:
- Photos from an event or milestone celebration
- Product launches or teasers
- Customer testimonials (photos and short quotes)
- Openings or groundbreakings of new facilities
Screencasts/slide-deck videos
Record your screencasts and preserve your PowerPoint presentations for posterity with a slide-deck video. Slide decks are perfect for any content that lends itself to a narrative format, and the fact that they allow for multimedia means they can be highly visual. Mix charts and graphs and videos into your deck to create the most engaging presentation possible. Try some of these:
- Presentations
- Webinars
- Product tutorials and how-tos
- Business or product history
- Customer FAQs
- Explain the problem your product or service answers
Animation
Professional animation programs like PowToon or Moovly make creating multimedia content simple. They are also ideal for illustrating concepts that would be difficult to capture on film in real life — e.g., data security breaches, weather-resistant technology, large-scale logistics operations, chemical products that function on a cellular level, etc. Imagine animated representations of this content:
- Quarterly results
- Product trainings or demonstrations
- Explainer videos
- Holiday greeting cards
Timelapse videos
Timelapses are perhaps the most impactful way to showcase large-scale, long-term projects, like construction. But a little creativity can go a long way. For example, EarthWorm Technologies leveraged timelapse to showcase its Basil BloomPluck plant. Time lapse apps on your smartphone can help you create a professional-looking video with ease.
Putting it together
While you may get that raw footage that is perfect and ready for uploading to YouTube, most likely almost everything you film will need some TLC. Here are seven cheap (or free!) and easy tools that will help you cut, brand, and produce your videos.
1) iMovie
https://www.apple.com/mac/imovie/
If you have a Mac, this is a no-brainer. iMovie is a user-friendly application that allows you to upload and cut video, import still images, and add music from your iTunes library. When you’re done, upload directly to YouTube. iMovie is included in the iLife suite for both OS X and iOS.
2) Windows Movie Maker
https://windows.microsoft.com/en-us/windows/movie-maker
One of the most popular video-editing tools around, Movie Maker comes free with the Windows Essential package. Drag and drop photos and video clips into the editor; add music and captions; and upload directly to YouTube.
3) HitFilm 4 Express
https://hitfilm.com/express
This free video editing and compositor software for Mac and PC offers professional features but is still accessible to the amateur video editor with limited experience. Trim, color-correct, add visual effects, and more. If the free features aren’t enough for you, reasonably priced pro add-ons really up the ante. Best of all, perhaps, are the extensive video tutorials available to users.
4) WeVideo
https://www.wevideo.com/
If you plan to upload only a few minutes of video a month, WeVideo is for you. This cloud-based collaborative video-creation platform allows you to publish 5 minutes/month to YouTube (and seven other channels) for free. Upgrade on the cheap for more publishing time and features. The main perks include intuitive design — great for beginners — and the ability to work on your video from different devices. You can also add a call to action or watermark.
5) Animoto
https://animoto.com/
Animoto is a cloud-based video creation service that produces video from photos, video clips, and music into video slideshows. For $34/month (for a year), you can produce quality content marketing pieces, like this video from City Girl Flowers.
6) ScreenFlow
https://www.telestream.net/screenflow/
This screen-recording and video-editing software is available for Mac for $99. Though on the pricier side of this list, it’s totally worth it if you’re looking to make more sophisticated screencasts with little to no hassle. The intuitive editing interface allows you to slice your video; add still images, text, sound, and transitions; and upload directly to YouTube, as well as other platforms.
7) Movavi Screen Capture
https://www.movavi.com/screen-recorder/
This lightweight screen recording program, available for around $60, allows you to choose which area of the screen you’d like to capture, adjust sound, and set a timer. It’s perfect for recording a slide deck presentation or a Skype call — a great feature if you’d like to record an interview or Q&A with someone who works in a different location. Movavi also offers a program specifically for converting PowerPoint presentations into video (~$60), or you can upgrade to the Screen Capture Studio (~$100) for more advanced features and a full video editor.
What tools and programs do you use to create YouTube videos for your business?
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