JUMP START Blog and Online Community

Authenticity is the name of the inbound marketing game

Posted by Joanna Ellis-Escobar

Jun 19, 2018 8:30:42 AM

If you're into inbound marketing even just a little bit, you should know the name Tom Fishburne. Founder and CEO of Marketoonist, which parodies the world of marketing in the form of comics, Tom delights with his creative take on various marketing ideologies and subtopics.

But of my many favorite Fishburne-isms, it's something he says in a recent CustomerThink interview that rings truest of all for me:

 

"The best marketing doesn't feel like marketing"

 

I couldn't agree more. In a world of research-at-our-fingertips and Google-searches-galore, consumers are savvier than ever. In-authenticity reeks, and brands that aren't true to their mission (or those who haven't taken the time to explore what their mission actually is) are going to have an increasingly harder time finding marketing that works.

Worse? Those same savvy consumers are also unforgiving. Making the wrong move with your inbound strategy could just mean the death of your brand. Don't get me wrong, we all make honest mistakes, and the brands who make them (and get caught), if they're smart, will own up and charge forward. But the brands who think they can scheme their way into the hearts and wallets of their consumers are in for a rude awakening. 

Marketing, inbound marketing, is about taking the time to:

  • Understand your audience
  • Think about how you can help them
  • Figure out what problem you'll solve
  • Create content that speaks to them
  • Publish on a dependable schedule 
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Topics: blog posting, blogging, seo marketing, Content Marketing, social media marketing, viral marketing, marketing plan, marketing strategy

In digital marketing, don’t be afraid to lead your tribe

Posted by Joanna Ellis-Escobar

May 14, 2018 7:30:00 AM

So often, as content marketers and online digital strategists, we see the same thing in our clients. Fear.

Despite what they may say the reason is for not biting the proverbial bullet and taking the reins on their digital presence, more often than not, it’s the result of one little thing: fear of charging the unknown.

Clients are afraid of what they don’t know. They’re afraid to take the leap and plunge into the dark waters of digital marketing.

They’re afraid to start that blog, because what if nobody reads it?

They’re afraid to put together and execute their social media campaign, because what if nobody follows them?

They’re afraid to revamp and modernize their decade(s)-old website, because how can they sell that (read: justify) cost to their boss? 

If you’re afraid of trying to navigate those murky waters alone, I say this: you are NOT alone. You do, in fact, have a tribe. You just need to find them.

Digital marketing guru, entrepreneur and blogger Seth Godin coined the idea of tribes in marketing. Got an extra 18 minutes? Check out Godin’s inspiring TedTalk, The tribes we lead). Gone are the days of mass marketing and cold-calling…and with their exit was born the idea of connecting with your audience. You don’t have to go find them, they will come to you. 

How?

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Topics: success, marketing strategy, inbound, attract, digital marketing, Inbound Marketing, Industry Leaders, thought leadership

#TBT: How to Have Great Meetings

Posted by Aimee Pagano

Mar 30, 2017 9:00:00 AM

You just finished tweaking your marketing project plan with the latest timelines. You’ve reconciled your budget for the month. You’ve completed all of your web updates for the week. And you’ve updated the marketing report card for your newest campaign.

It’s time for a walk outside. Maybe even have a latte. Or so you think. Just before you breathe in a sigh of restful relief, your all-too-familiar Outlook reminder pops up. You have 15 minutes before your next meeting. Break’s over.

Everyone reading this can relate. It isn’t a unique problem, as demonstrated by this hilarious video by Tripp and Tyler:

 

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Topics: marketing management, marketing strategy

[EBOOK] The ABCs of Inbound Marketing

Posted by Aimee Pagano

Mar 14, 2017 12:37:32 PM

According to HubSpot, companies who invest in inbound marketing are FOUR TIMES more likely to be effective. Most of us would love to get results that are four times better than what we're getting right now!

Do you have an effective inbound marketing strategy in place?

If not, we can help you build one. In two weeks, we'll work with you to:

  • Audit your current marketing strategy
  • Compare your web rankings to your competitors
  • Identify and develop buyer profiles and approaches
  • Bridge the gap with marketing tactics and channels
  • Optimize your platforms for inbound marketing
  • Design a marketing plan that yields results

Improve your marketing effectiveness through inbound marketing with our Inbound Marketing Game Plan package. Click on the buttons below to download the "ABCs of Inbound Marketing" ebook or to get a free, no-obligation Inbound Marketing Game Plan quote:

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Topics: marketing strategy

Top 5 February 2017 Content Marketing Infographics

Posted by Aimee Pagano

Mar 2, 2017 4:00:00 PM

Clamoring for new ideas to apply to your content marketing strategy? Get helpful content marketing insights from February's top five infographics:

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Topics: Content Marketing, Inbound Marketing, marketing strategy, content strategy, infographics, social media, social advertising

Top 5 January 2016 Content Marketing Infographics

Posted by Aimee Pagano

Feb 10, 2017 10:22:05 AM

 No matter where you land on the marketing spectrum, these helpful infographics will give you some bold new ideas for your 2017 projects and plans:

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Topics: Content Marketing, marketing campaigns, Inbound Marketing, marketing strategy, strategic marketing plan, content strategy, user generated content, design

#TBT: How to Attract More Traffic and Followers

Posted by Aimee Pagano

Feb 9, 2017 7:00:00 AM

If Collette, the CMO of a leading ERP software company, opened up a meeting with, “We’re not getting a lot of traffic on social media. I don’t think it’s necessary to maintain a presence anymore,” more than likely she’ll be laughed out of the meeting (at best). At worst, she’ll be packing up her desk.

Social media has made its mark as a viable marketing channel, and it’s not going anywhere any time soon. And for good reason…it works when executed in the right way.

But all too often, businesses set up their profiles and, after a few months, throw their hands in the air when they don’t instantly see a return on their efforts and investments. Having a social media presence simply becomes one of those "marketing things” that gets a checkmark on the list with very little strategy or structure behind it. Companies who don't wrap strategy around their social media profiles will undoubtedly see it less as a lead generator and more as a resource drain.

So how does Collette get the traffic she needs to meet her top-of-the-funnel goals?

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Topics: Content Marketing, content development, social media, marketing strategy, Inbound Marketing

#TBT: Why Aren’t My Blog Posts Generating Any Traffic?

Posted by Aimee Pagano

Feb 2, 2017 10:04:42 AM

You have some ideas. You want to share them. They seem interesting to you. You think others will be interested as well.

So you write and post a few blogs. And…crickets.

Why aren’t your blogs getting the red carpet treatment you thought they would? Well we at Flair Interactive gave you some potential reasons why in our #TBT April 2015 blog post, Why Aren’t my Blog Posts Generating Any Traffic? We offered some insights on how to set your blogs up for success.

Now, we’re sure you’ve since applied some of our tips to your overall approach and you’re now topping the ‘best bloggers of 2016’ list. In the event you’re not, or you’re just looking to hold that steady crown for 2017, here are a few more tips to get your blogs the recognition they deserve:

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Topics: Content Marketing, content development, social media, marketing strategy, Inbound Marketing, blogging

5 Content Marketing Trends to Keep you Competitive in 2017

Posted by Hummad H

Jan 31, 2017 4:15:00 PM

As digital marketing evolves, new and revisited modern marketing techniques continue to surface. Content marketing now sits at the peak of these rising marketing trends and is projected to play a lead character in more and more organizations’ strategies moving forward.

As you develop your 2017 plan, how are you staying competitive and poised for growth? What contemporary approaches have you built into your 2017 budget? Take a look at these top trends in content marketing and determine what techniques might be a good fit for your organization.

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Topics: Content Marketing, marketing campaigns, web content, viral content, Inbound Marketing, marketing strategy, strategic marketing plan, content strategy, interactive marketing, influencer marketing, user generated content

#TBT: What Should Be Included in My Content Marketing Strategy

Posted by Aimee Pagano

Jan 26, 2017 7:00:00 AM

Most of us have figured out at this point that Content Marketing isn’t a magical powder that gets sprinkled on our marketing plans and suddenly, all of our
goals are instantly met. No, content marketing is nothing more than a tried-and-true formula. Effective application of that formula is what truly yields success.

Queue nebulous time warp squiggles back to the year 2015 when Flair Interactive posted the blog, What Should be Included in My Content Marketing Strategy. While the blog is on point in terms of building and executing on an inbound marketing plan, in 2017, we’ve taken some measures to perfect the formulaic fairy dust even more. As you dive into your plan this year, keep these additions in mind:

Create data-driven goals—this is still very much the starting point of your content strategy. While not much has changed here since 2015, you’ll want to make sure your goals are clearly defined and mutually agreed upon by everyone. Ensure your ‘wins’ or ‘milestones’ are marked and attainable. Finally…do your homework. Avoid arbitrary, executive-driven numbers. Look at your competitors, your metrics, what’s worked, and what hasn’t worked before getting to an achievable number.

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Topics: Content Marketing, content development, social media, marketing automation, email marketing, email automation, digital marketing, marketing strategy, marketing budget

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The JUMP START blog and JUMP START products are brought to you by Flair Interactive Services Inc. Learn more about Flair.

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