Don’t call it a comeback. Outbound’s been here for years. And believe it or not, snail mail is cool again, and should be a major part of your marketing mix. The only problem? HubSpot’s Inbound-centric philosophy has disrupted the world we we once knew, causing a major shift in marketing theory and practice. But now, Boingnet and Hubspot are aligned, and together we are poised to change the marketing world yet again.
The ultimate goal of every marketer and salesperson is to convert a lead into a sale. Optimizing this process and thereby improving conversion rates are some of the most obvious ways to grow a company. However, consumers are constantly flooded with content. They could not possibly open every email or read every social media post that they receive. So how does a marketer ensure that their material ends up in a consumer’s hand, or on their computer screen, instead of in the trash bin? The easiest way is to create content marketing campaigns with marketing automation software and build a microsite at its core.
Google announced that it would be restructuring its search engine algorithm in order to favor mobile-friendly web pages on April 21st. This means that today the highest ranked web pages on Google are formatted to optimize their visitors’ mobile experience. The term “mobile-friendly” means that a given web page is coded to automatically optimize its formatting to any screen size. The text is in a legible font size, pictures stay formatted so that the viewer will be able to read the content equally as easily on any screen size. So, what does this mean for your web pages and online properties? It means that all of the hard work you’ve put into SEO over the past several years will be useless if your pages aren’t mobile-friendly.
As companies of all sizes look to reinforce, reposition, or expand their brand image, more and more are turning to content marketing as a powerful yet cost-effective tool. Content marketing, a company’s distribution of material that a consumer will find helpful or interesting, has rapidly become a major marketing buzzword as companies scramble to master this form of brand management. In addition to branding, marketers have also discovered content marketing’s usefulness in directing a consumer’s research on a product. In the age of the internet, consumers will almost always research a product before engaging with sales teams, placing orders, or making decisions. Content marketing pieces empower marketers to help consumers with their research, or at the very least point a consumer’s research toward their product.