INBOUND ACCELERATOR

A blog dedicated to advancing inbound marketing and PR

     

Lessons From 15 Years: Remember Not All B2C Purchase Decisions Are Emotional Impulse Buys

July 11,2019 | BY: Kristin Jones

It can be tempting to think of all B2C marketing as being the type of impulse decision to which you can appeal with an emotion-driven campaign showing happy, strong, cool people. Not everything is as simple as a refreshing soft drink on a hot day or a pair of shoes that totally make the outfit.

At JONES, we have experienced the side of B2C marketing that requires engaging consumers with useable and useful information, understanding that larger investments have a longer sales cycle, and that especially now, with the world in our pocket, consumers research a wide range of products before making their final decision. The lessons we’ve learned through marketing financial services, higher education, personal electronics and even nutritional supplements for endurance athletes can be applied to a wide range of other B2C products and services.

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Topics: Personas, Marketing Lessons

What Will It Cost To Add Video To Your Marketing Mix?

July 10,2019 | BY: Kristin Jones

 

Video, in some form, has become an essential element in most companies’ marketing content strategy, whether as an explainer video on the home page of a website, as live video on Facebook, or to be used in personal presentations and trade show settings.

In many cases, companies are employing all of these video formats and more. But despite the availability of technology at an affordable rate (in some cases, already in your pocket in the form of a cell phone), creating a high quality video for marketing purposes still comes at a cost.

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Topics: Video

Working Social Media Marketing Into Your Daily To-Do List

July 03,2019 | BY: Kristin Jones

Is social media management part of your job description?


If you are a small business owner or manager, chances are you are the one in charge of social media, plus all other marketing, and a whole list of other tasks that constantly require your attention.

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Topics: Social Media

Social Media For Spas: Add A Call-To-Action To Your Facebook Page

July 01,2019 | BY: Kristin Jones

If you are using great content to increase visibility of your spa or other small business through social media, wouldn’t it be great to include a one-click way for them to take action and become a customer?

There is a way to give your business Facebook page a simple one-click option where visitors can contact you to book an appointment, ask a question, or sign up for an upcoming event. You can create an official call-to-action (aka CTA) that appears in the lower right corner of the cover photo on a Facebook business page.

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Topics: Calls-to-action, Social Media

How Marketers Use Original Research To Fuel Content (infographic)

June 28,2019 | BY: Kristin Jones

One of the most compelling tactics marketers can use when creating content is to provide audiences with useful information they can’t find anywhere else. That information is typically in the form of research — either from surveys, owned data, or by analyzing data from other sources.

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Topics: Content, surveys

Lessons From 15 Years: Ask The Right Questions, Set Measurable Goals, And Deliver On Expectations

June 25,2019 | BY: Kristin Jones

Sometimes the most important lessons are those that may seem obvious or simple, but which are overlooked and ignored in the search for the next big thing. We, as humans and as marketers, sometimes convince ourselves that success is complicated and that the best strategy is something we haven’t yet tried.

We forget to go back to the basics upon which a successful marketing strategy should be built. This can be especially true of agencies that strive to differentiate themselves by being creative and innovative and coming up with new ideas to wow and woo potential clients. But when the very foundations of a marketing strategy are ignored, the whole thing tends to collapse.

This Marketing Lesson post focuses on the three simple (not easy, but simple) steps that every marketing strategy should build from.

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Topics: Goal Setting, Do the Math, Marketing Lessons

Cracking The Video Marketing Code

June 19,2019 | BY: Kristin Jones

 

Why do you need to include video in your marketing strategy?

  • The statistics spell it out quite clearly:

  • Nearly half of internet users look for videos related to a product or service before shopping.

  • Including video on landing pages can increase conversion rates by 80 percent.

  • Nearly 65 percent of users are more likely to buy a product online after watching a video.

Convinced?

But what does it take to create videos that can achieve these results?

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Topics: Video

3 Marketing Benefits of Personalized Healthcare Communications

June 18,2019 | BY: Kristin Jones

Healthcare marketing has traditionally been dominated by two approaches: awareness campaigns on billboards, print media and broadcast; and general educational material, first as magazines, and now in electronic newsletters, blogs and websites. All of it is focused on a broad audience.

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Topics: Content, healthcare

Social Media Marketing For Spas: Make The Most Of The “About” Section

June 17,2019 | BY: Kristin Jones

Facebook and other social media platforms are increasingly the first place consumers go to learn more about a business. Whether they are just quickly checking hours, reading reviews or just curious the services you offer, what potential customers find on your social media pages can make the difference between calling to make an appointment or deciding your spa isn’t for them.

One of the most important, but often overlooked, segments of your social media strategy is the “About” section for each platform. On Facebook, a preview of your “About” section appears directly below the profile picture, making it one of the first things visitors to your page see.

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Topics: Social Media

“Ok, Google—How Do I Optimize For Voice Search?”

June 12,2019 | BY: Kristin Jones

Between the growth of hands-free use of mobile devices and the explosion home “digital assistants” like the Amazon Echo, voice searches are rapidly becoming the norm rather than the exception.

But these types of searches require web pros and marketers to take a new approach to optimizing their pages, though some of the tips included in this infographic from Headway Capital apply equally to all types of search, including search engines’ preference for pages with fast loading time and searchers’ preference for results that provide easy-to-read information.

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Topics: SEO, Website, Content

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Keeping up with Kristin

KristinBW4.30.15I enjoy traveling the globe to meet with clients, educate companies about all things PR and Inbound Marketing, and speak at industry events.  Meet up with me when I’m in your city.  Where will I be next?  Meet Kristin

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