INBOUND ACCELERATOR

A blog dedicated to advancing inbound marketing and PR

     

Take The Mystery Out Of Buyer Personas

February 24,2021 | BY: Scott Muff

Before you create a single piece of marketing content—whether that’s dashing off a social media post, creating a video, writing an email or designing a report of original research—you need to know one thing: Who are you trying to reach?

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Topics: Personas

Don’t Let These Mistakes Sink Your Inbound Marketing Campaign

February 03,2021 | BY: Scott Muff

In the game of Battleship, the largest ship on the board is the aircraft carrier, and taking it out requires five direct hits. But some of the smaller ships can only sustain a couple of hits before they no longer stay afloat.

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Topics: Lead Nurturing, Inbound Marketing, Content, Personas, Sales-Marketing Alignment

Are Your Facebook Ads Hitting The Mark?

April 01,2020 | BY: Scott Muff

Although we at JONES are huge proponents of organic content on social media (download this case study to learn why), there are definitely times when advertising is a necessary complement to your regular schedule of high quality posts, videos, and links.

And while Facebook ads may seem inexpensive, it is essential to target them for your specific audience, rather than wasting money on ads that are primarily reaching people in the wrong geography, demographic group or interests.

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Topics: Social Media, Personas

2020 Predictions: The Marketing Skillsets, Challenges and Priorities CMOS Are Watching

January 22,2020 | BY: Kristin Jones

 

When Pan Communications asked CMO and top marketing experts from around the country and globe what they see as the most important skillsets, challenges, and budget priorities for this year, some pointed to new advancements such as AI and martech, and how to manage all of the data that goes along with those developments, but many others circled back to the very basics: great writing skills, storytelling, and great content that connects with others.

The infographic below includes a ton of great information to think about, but I want to touch on a few of the key skillsets and challenges these top marketing experts are watching for 2020.

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Topics: Content, Personas, Strategy

The Foundation Of Successful Inbound Marketing (infographic)

December 27,2019 | BY: Kristin Jones

Building a successful inbound marketing program is much like building a house: If you don’t have a detailed blueprint and a solid foundation, no matter how every other detail of the structure is, the house will be a maintenance nightmare and fail to live up to expectations.

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Topics: Branding, Inbound Marketing, Personas, Strategy, Infographics

Segment Content & Offers Based on Personas and the Buying Cycle

October 03,2019 | BY: Kristin Jones

Very few things in life, despite their labeling are truly “one size fits all.” More often, attempts to make one thing fit all possible users, the end result is more of a “one size almost fits most, but isn’t really a good fit for anyone.”

When it comes to inbound marketing content and offers, that same rule of thumb applies. If you try to create just one piece of content or one offer, and expect it to appeal to all of your customer personas, regardless of what stage of the buying cycle the individual is in, chances are the content or offer will fall flat for just about everyone.

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Topics: Sales Funnel, Personas, Segmentation

5 Ways Lead Qualification Can Improve Sales Conversion Rates

September 05,2019 | BY: Kristin Jones

In most B2B marketing, the road from first contact to a sale is a long one. It takes time for a prospect to develop trust, and many B2B purchase decision makers begin researching options long before they will be choosing a solution. So why would you want to send every contact immediately to the sales department?

You wouldn’t. And hopefully you aren’t. Hopefully, you are implementing lead nurturing to deepen a connection with leads through automated emails and watching for triggers that indicate a lead is moving down the sales funnel.

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Topics: Collaboration, Personas, Lead Qualification, Sales-Marketing Alignment

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: Social Media, Public Relations, Personas, Marketing Lessons, Life Sciences, Education marketing, Client Success Stories, FinTech marketing

6 Ways To Pinpoint Customer Pain Points For Marketing Content Ideas

April 17,2019 | BY: Kristin Jones

For most businesses — especially B2B brands — it is no longer enough for marketing content to sell. Marketing content needs to solve problems for customers.

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Topics: Content, Personas

7 Questions to Help You Choose Mid-Funnel Content

October 30,2018 | BY: Kristin Jones

As you craft each inbound marketing campaign, some of the most challenging content to get right is the middle of the funnel material. What will be useful for those newly-acquired leads who are actively researching solutions, but still a ways from making an actual decision?

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Topics: Sales Funnel, Content, Personas

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scott-muffI enjoy meeting with clients, and educating companies about all things PR and Inbound Marketing. Meet Scott

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