Inbound Marketing Company Blog

Two minute guide to curating content

Posted by Keith Errington

Social media can be used as a platform to establish authority and enhance your standing with clients. One of the key ways to do this is to share content that is useful or inspiring.

Some of this content you can create and publish yourself of course, but it is also great to highlight stories, news, and blog posts from the web that you think would strike a chord with your audience. So how do you find them? And more importantly, how do you find them without it taking every waking hour?

Here are a few tools to help you with curating content.

Alltop

Alltop was created by Guy Kawasaki to help discover what’s happening in areas that interest you. It is similar to a search engine but is more focused on fresh and authoritative content like blogs grouped into categories and sorted by the most popular posts of the moment that are being viewed and shared by others.

Arguably Guy has done a significant part of the curating job for you and it is now up to you to collect the right sections from the platform and compile your own personal ‘Alltop’ from which to draw inspiration. Highly recommended!

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Mastering social media: the rules of engagement

Posted by Keith Errington

Social media is a two way street – a platform for conversations. It is possible to post, blog, tweet and publish without engagement of course, but that kind of misses the point.

So how do you engage? When do you engage? When is it best not to engage? And how do you encourage engagement?

Encouraging engagement

Let’s deal with that last one first. Nobody seems to be engaging with your wonderful posts – how can we change that?

Sometimes fans and followers just need a little help.

Questions & Polls

People like showing off their knowledge and they also like to feel they make a difference, so serious market research style questions can not only encourage engagement but they may also provide valuable insights into what the market wants.

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6 valuable web monitoring tips for effective social listening

Posted by Keith Errington


The first task of any social media day – whether it’s your first step into social media or you are an old hand – should always be listening – monitoring the conversation.

Now there are many choices of software for monitoring social networks, blogs and news – from simple free tools, to highly sophisticated and highly expensive intelligence gathering systems – but they all share one thing in common; they are so often used just to spot simple mentions of a brand, product or organisation.

This is a criminal waste of software and fails to make use of the huge business intelligence resource that the Internet represents.

Here are six web monitoring tips to improve your social listening:

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B2B Social Media – 10 lessons from a space mission

Posted by Keith Errington

Unless you have been living in a cave recently, you cannot help but know about the outstanding achievement of the European Space Agency (ESA) in landing a probe on a comet speeding through space, more than 300 million miles from Earth.

The Rosetta mission is the result of collaboration between teams of 50 contractors in from 14 European countries and the US, and British high-tech space industry companies* were used to build many of Rosetta’s systems.

Rosetta is a ten year mission which launched in 2004, and was woken from hibernation mode earlier this year. Then in the past week it’s lander – Philae – left Rosetta and landed on the target comet 67P/Churyumov–Gerasimenko.

You may have heard it in the news, in the papers or in social media – or in all of these. And although it is a major news story, the depth of impact and the nature of the story that’s being told is the result of a great marketing campaign.

So how does a box of high-tech hardware grab the World’s attention? Here are ten B2B social media lessons we can draw from this success:

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What's your social media strategy?

Posted by Keith Errington

Social media is used by people for many things; some tweet about the music they are playing, some post to Facebook about what meal they just ate, bloggers write about the smallest of plot details in an obscure TV series, and Pinterest users post recipes containing beetroot.

What has this got to do with business you ask? Absolutely nothing. And that’s really my point. You can tweet, post, blog and pin about anything under the sun, so what you really need is a plan, a direction – a strategy – to ensure your social media activity serves the business and delivers real return on investment.

Marketing strategy

It should not be surprising that your social media strategy should fit with your overall marketing strategy.

The best strategies are integrated strategies – almost all the big successful campaigns of recent years have been integrated across many different communication channels. One of the biggest, and most famous is the Compare the Meerkat campaign – wonderfully integrating, TV, radio, posters, social media, PR and sales promotion to great effect.

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Has professional services marketing changed forever?

Posted by Jeremy Knight

It’s not so long ago that most professional services work was won through referrals. Not just from client recommendations, but also from hours of networking invested over the years, building relationships with introducers and intermediaries.

Referrals still work of course but, for most firms, fewer clients are won in this way today. In fact, tougher regulation in various sectors has made referral for new business almost impossible. Tighter controls recently imposed on the legal sector are testament to that.

Maybe therefore your firm is not growing at the same rate as it used to.

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WANTED: Social Media Superhero

Posted by Keith Errington

Social Media is a unique communications channel. In previous posts I’ve talked about it being more than just marketing – a combination of marketing, PR, customer service, research and more.

I suggested that an organisation has to recognise the multi-dimensional impact of Social Media on its business.

And I recommended that an organisation should employ a multi-discipline, Social Media Manager.

So who is this extraordinary person and what qualities, skills, competencies and knowledge should such a superhero possess?

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WTF is SMarketing?

Posted by Jeremy Knight

Historically, for many organisations, the relationship between Sales and Marketing resembled a battleground - Sales contesting that leads from marketing were woefully unqualified, and Marketing feeling affronted by the apparent lack of effective follow through on their hard won leads. For many, the rift ran deep.

Replace the guns and blades with pointed fingers and heated memos, and you’ll have seen this scenario at some point in your career, I can almost guarantee it. You may even feel things aren't that much better today.

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Sales and marketing just got better: HubSpot launch new CRM

Posted by Jeremy Knight

I don’t need to tell you: selling just doesn’t work like it used to!

It used to be a salesperson held all the cards – had all the information a buyer needed, and the consequent power over any deals on pricing, spec, etc.  But today, information is highly accessible to anyone who cares to search for it, and the buyer holds the upper hand.

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5 ways your digital marketing mix is like camping...no really!

Posted by Kirstine Storey

Really? I hear you! Surely, the link between camping and the digital marketing mix must be pretty tenuous.

But bear with me - it’s still summer after all (just), so maybe you've still got the time and space to ruminate and reflect on even the most obscure of analogies…

My family does a fair few camping holidays each year; we’ve chalked up 3 this year so far (in the UK and France) with a fourth planned at the end of September, before the weather gets too chilly.

And rather sadly, some may say, I found myself thinking about the ways in which planning and undertaking a camping trip bore a striking resemblance to the approach that businesses should take to their marketing in this noisy, digital world. No, really!

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