What is the Purpose of Business Blogging?

What is the Purpose of Business Blogging?

What is the Purpose of Business Blogging?

I write blogs for businesses every day. It’s like, my job, man. 

But I can’t even begin to count the number of times people have asked me what the purpose of business blogging is. 

Inbound marketing has been around for years now, but it’s still a question for many people: why do we do it? What is the purpose of business blogging? 

Someone asked me about it the other day, and I thought, “Oh sure, let me just point them to the NUMBER of blogs I’ve written about business blogging.”

Only to find that well, I haven’t written any blogs about this. I’ve talked about blogging in the context of lead generation, website design, inbound marketing, lead nurturing, and so much more. But I’ve never actually written about why business blogging is so important in its own right, and why it’s a service we provide to nearly every single one of our clients. 
My bad, guys. Big hole in the content there. But I’m here to make it right. 

Let’s talk about what business blogging is, why we do it, and why for heaven’s sake I just need you to believe me when I say it’s worth it.

What is Business Blogging?

Business blogging is the process of blogging for your business. It’s an inbound marketing tactic that works to get your website more visibility. Just like social media, email marketing, and even digital ads, business blogging is another tactic used to get your company in front of the eyes of qualified leads. 

What is the Purpose of Business Blogging?

The purpose of business blogging is to get you and your company in front of the right leads. In the words of our fearless leader here at Evenbound:
“Content publishing is the lifeblood of SEO. Regular content updates (written around your target keywords) build topical relevance and authority. If you’re not writing blogs and your competition is, you’re gonna get smoked in SERPs.”

John Heritage  President, Evenbound

So you want to get found on the internet? 

You want to show up first when someone googles something you do or a product you provide?

You want to beat the competition?

Well then, business blogging is the tool for you.

3 Key Benefits of Business Blogging

Okay, so business blogging helps you get in front of the competition. But how? 

Don’t worry, I wasn’t just going to tell you something and not back it up. 

Like I said earlier, business blogging is a key marketing tactic. It does more than just help you rank well. When you do business blogging right, it can help you convert more leads through every stage of the buyer’s journey.

If you’re familiar with the inbound marketing flywheel, business blogging is one of those tactics you can use to optimize every point on that flywheel, helping you draw in more traffic, nurture those new leads, close on new prospects, and continue to delight your promoters and existing customers. 

Here’s a look at three of the key benefits of business blogging.

Drives Qualified Organic Traffic

First and foremost, business blogging helps you get eyeballs on your website. How else are people going to find you? Let’s think here:
No one is going to type in your website URL and go directly to your site. It doesn’t happen. When have you actually typed in “www.evenbound.com/blog” to see what’s new on our blog? Imma say never. I don’t even do that, and I live on our blog. 
Paid ads are expensive. Sure, you can get in front of the right people using paid advertising. We encourage it. But, it shouldn’t be your only tactic to drive traffic. Mostly because it’s expensive. You should be using marketing strategies tactically. That means only spend where you’re going to see big returns. For everything else, business blogging is your golden ticket to more, better traffic. 
Buying email lists is illegal. Just don’t do it. Aside from being illegal, cold-emailing random people doesn’t return great results. Again, we’re talking about tactical solutions. You can spend a whole lot on an email list that might return a few leads.
The key to business blogging that drives qualified traffic is keyword research. 
Since this isn’t a blog about keyword research, I’m not going to go all the way into it, but I will leave you with a few keyword research resources here and here.

Essentially, it should be your goal to write blogs that:

  • Are relevant to your business
  • Solve a common problem or pain point your target buyer faces
  • Are centered around a keyword or phrase with high search volume and low competition

That’s the sweet spot for a blog that will rank well, and that will pull in the leads you actually want. Once you do your keyword research, the real challenge is putting out quality content that’s in-depth, and that answers those questions your target buyers are asking. 

But, if you can do all of this, and regularly, you’ll start drawing in serious qualified traffic. The more you blog, and the more consistently, the better results you’ll see. 
That said, I know how hard it is to stick to a regular schedule. If you can work to put out a quality blog even once every two weeks, you should start to see your organic traffic start to rise. 

Business Blogging Builds Authority and Topical Relevance

Okay, stick with me. Authority and topical relevance are both big industry terms, and if your eyes are starting to glaze over, I get it. 
One of the key ways Google ranks websites is according to their authority. 
You build authority in a few ways, but content publishing and link building are the two biggies. (Here’s some info on link building and authority. Here’s some info from MOZ on link building and relevance. And here’s some info on link building itself.)
Content publishing, aka business blogging, is the other key factor that search engines use to determine your authority. And the more authority you have on a given topic, the higher you’re likely to rank. 
Let’s think of it this way:

You’re cooking a steak, and you want tips on the best way to do it. Which YouTube video do you choose? 

 

  • One published by Chef Gordon Ramsay
  • One published by your friend from high school
If you’re like me, you’re probably going to refer to the Gordon Ramsay video. 

Why?

He has authority on the subject. 

As a well-known chef with a body of work on things like grilling and cooking steaks, he’s built authority on the topic. 

That brings me right to topical relevance, which is similar to authority. 

The more quality content you have on a topic, the more topical relevance you have. 

Sticking with our Gordon Ramsay reference, let’s say the topic is cooking steak. 

If you have a blog on each of these topics:

  • How to Grill Steak
  • Step-By-Step Guide to Prepping Your Steak
  • How Long Should Your Steak Rest Before Serving?
  • How to Pan-Fry Steak
  • Which Cut of Steak is Best?

Then you have serious topical relevance. 

Google will always rank the website with the most topical relevance highest on its results pages. That’s why business blogging is so important. 

Though you can’t build authority or topical relevance overnight, steady, consistent posting of strategic content centered around one topic is one of the best ways to get there.

When you have more authority and topical relevance than your competition, you’re going to be the one clients look to first for answers to their questions. 
And that spells serious business growth for you. 

Your Business Blog is a Lead Generation Machine That’s Always On

Okay. So far we’ve learned that business blogging can help you pull in qualified traffic and beat your competition in rankings (drawing in even more traffic). Business blogging still has one exceptional benefit left. 
Your business blog is a lead generation machine that’s always on. 
If you develop it right and optimize it with lead capturing tools like calls-to-action and content offers, your business blog can capture leads every single day of the week, at any hour.
Once you publish a blog, it goes out into the world. You might (read: absolutely definitely should) promote that blog on your social media and through your email marketing campaigns. But after the newness wears off, that blog is still working for you (given that you’ve written a quality blog). 
The key to this benefit is making sure that you have content on your blog that addresses every stage of the buyer’s journey
When someone starts their journey, and queries your topic on Google, they’re met with your blog. They come on over for answers to whatever question they typed into Google. But, if you’ve got content for every stage of the buyer’s journey, and you make it easy for that new visitor to find, you’re not just generating leads, you’re also nurturing them. 
An optimized blog can nurture a new lead all the way through their buyer's journey, providing them with the right information, at the right time. Click To Tweet If that lead keeps coming back for information on your site when they’re finally ready to buy, guess who they’re going to call?
Yep, you. 
You’ve not only built authority on search engines, but you’ve built trust with the leads who read your business blog. By delivering them quality content that answers their questions, consistently, you’ve earned their trust and now you’re their first point of contact when they get ready to make a decision. 
And I think the best part of all of this is that you didn’t have to lift a finger. 
Since you’ve developed a solid business blog where all of this content already exists, your blog is the one doing the work 24/7, anytime a day. 

Business Blogging Gets You the Online Visibility You Need

If I had to sum up the purpose of business blogging in one sentence, I’d say it gets you the online visibility you need. 
Let’s be real. If you’re not on the internet these days, it’s going to be tough to get any kind of lead that’s not a referral. And even the ones that are referrals. If you’re not on the internet, you don’t exist. 
Blogging is one of those tactics that’s easier said than done. Trust me, I get it. If you’re having trouble coming up with topics, sticking to a consistent schedule, or converting leads from your blog, the Evenbound team is here to help. We’d be happy to set up a quick consultation to help you figure out what you’re doing right, and where you might be able to improve. 
If you’re still skeptical about the benefits of business blogging, may I direct your attention to the case study below? This is a great example of how consistent blogging with helped one of our clients make first page of Google and continue growing their business, even four years into our partnership. 
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What is Sales Enablement, And What Tactics Can You Implement Today?

What is Sales Enablement, And What Tactics Can You Implement Today?

What is Sales Enablement, And What Tactics Can You Implement Today?

What is Sales Enablement?

Sales enablement is the process of empowering sales teams to sell more efficiently at a higher success rate. This process is supported with technology, tools, and content that works to shorten the sales cycle. It’s become so effective and popular that it’s now offered as a HubSpot service by digital marketing agencies and growth experts alike. 

In plain English, when we talk about sales enablement, we’re talking about giving your sales teams more training and better tools to sell better and faster. 

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Why Should You Care About Sales Enablement?

Inbound marketing really took off in the early 2000s. The idea was to market to customers, rather than at them by pulling them into the marketing and sales funnel with content and service that genuinely answered their questions and solved their pain points. 

The problem is that until now, the majority of this focus has been placed on marketing. If your company is using inbound marketing tactics, but hasn’t applied the inbound methodology to your sales process, your leads and customers are being met with a discord, likely causing some of them to drop out of the sales funnel. 

Think about it this way — your marketing team is functioning on a pull methodology — pulling leads into your sales funnel. Your sales team, on the other hand, is still functioning with a push methodology — pushing products and services at those customers until something sticks. 

Sales enablement is the solution to this shift. 

By offering your sales team the training, tools, and technology they need to continue offering a genuine, inbound sales experience to those prospects, you not only retain those prospects in your sales funnel, but you shorten the length of that sales cycle.

Sales Enablement Tactics You Can Use Today

Okay, so sales enablement can help shorten your sales cycle. Sounds great, right? But how, exactly, does it do that?

Let’s show you. 

Here are a few of the tactics we’re talking about, so you can see exactly how sales enablement tactics work to increase revenue and shorten your sales cycle. 

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Content Marketing

Content marketing is a successful marketing tactic, but it works for more than just your marketing department. An important component of sales enablement is developing content that can help your sales department nurture their prospects closer to making a deal. Not sure what we’re talking about? Here are a few examples of content marketing that helps enable your sales team:

Case Studies

For prospects in nearly any stage of your sales funnel, a case study can be exceptionally useful. Case studies show those prospects exactly what you’ve done in the past for clients just like them, helping them imagine how their services can help you too. 

Pricing Information

For many of our clients, pricing tends to be one of the biggest qualifiers for their sales prospects. If you’re finding that too many of your prospects are dropping out of the sales cycle the minute they see your prices, stop making your prices a surprise.

Package your pricing information into a nice, downloadable PDF or content offer, and let prospects find it on their own. Click To Tweet

Once they download your pricing information, your sales team can reach out and ask if they have any questions, but they’re not wasting their time on leads who don’t have the funds to invest in your products or services. 

Whitepapers

Your sales team fields questions about your product or service all day.

  • Will this really work?
  • Is this product the right fit for my company?
  • How do I know which of your products is right for me?

Take those questions, and turn the answers into whitepapers. Not only will you have developed a piece of content that makes your sales team’s life a little easier, but you’ll  have a content offer that’s attractive to those prospects. If you’re giving those answers out freely, those prospects are likely to turn back to you for more information. 

Technology and Automation

We’ve talked about how training and targeted content can foster sales enablement, which means that the last part of the equation is technology.

As you already know, we’re a HubSpot Partner Agency, which means we’re partial to their sales enablement tools, but there are plenty of options out there if you’re not ready to jump on the HubSpot bandwagon. Let’s focus on a few general tech tools you can use to empower your sales team to sell better, and faster. 

Email Sequences

Automated email sequences are a key way to help your sales team close faster. Just as email workflows help nurture leads through to your sales funnel, so can email sequences nurture prospects towards closing. Using an email sequence tool can make this process so simple for your sales team to implement, they hardly have to think about it. 

They can set up customized email sequences that follow up with a prospect if they haven’t responded in a few days. This way, your sales team is making sure no prospects fall through the cracks, without having to think about it or take extra time out of their already busy days to send those follow ups. 

Calendar Linking or Meeting Links

One tool we’re loving lately is automatic calendar linking, also known as automated prospecting. This tool allows your sales team to connect their calendars directly to their emails.

When they send out an email to a lead, automated prospecting allows that lead to schedule a time to meet with your sales rep, whenever is most convenient for them. This removes a big step in the sales process, and makes it easy for leads to convert to prospects on their own.

Chatbots and Live Chat

Direct messaging, aka live chat, is another seriously useful sales enablement tool that HubSpot offers. Live chat gives your sales reps the chance to talk to prospects at the exact moment they’re thinking about your company and browsing your available services.

Best of all, the HubSpot live chat is easily optimized so that the chat option is only shown for high quality leads. This way, your sales team doesn’t waste time on every visitor who comes to your site with a question.

Sales enablement is the process of empowering your sales reps to sell better with the tools, the content, and the data they need to close bigger deals, faster.

If you’re not sure where to start with sales enablement, we’d recommend adding just one or two tools. Investing in a CRM like HubSpot is also a great way to get all the functionality you need, plus the training help that can get your sales team onboarded and using the tools in as little time as possible. 

If you have more questions about sales enablement, we’re here to help. Chat with the Evenbound team or leave us a message online — we’d love to answer any question you might have. 

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Facebook Advertising 101: Types of Facebook Ads

Facebook Advertising 101: Types of Facebook Ads

Facebook Advertising 101: Types of Facebook Ads

Facebook advertising is the most popular social media advertising platform, and one of the most popular digital advertising platforms, surpassed only by Google Ads. 

In the beginning of Facebook Ads, super low-cost ad prices were drawing advertisers to the platform to supplement pre-existing Facebook followings (tips on how to grow a FB following here). Now, digital marketing agencies recognize Facebook as a powerful tool for narrowly targeted ads (a great way to see quality conversions, especially if you apply inbound marketing methodology to your Facebook ad campaigns).

Whether you’d like to segment by interest, age, occupation, income level, or more, Facebook makes it easy to drill down on an ad set that’s highly specific. The key is to choose the right ad type for your social media ad campaign goals. To do that, it’s important to understand the different types of Facebook Ads. Let’s look at a comprehensive breakdown of each type of Facebook ad, with examples, here:

The Different Types of Facebook Ads

There are a number of different types of Facebook ads, each with their own pros and cons depending on what your objective is for your Facebook ad campaign. Let’s take a quick look at the different types of Facebook ads available:

Brand Awareness

Facebook Ads

If you’re new to Facebook, or are hoping to get the word out about your product, a brand awareness campaign can help you get new followers and let people know that your brand exists. Facebook’s brand awareness ads are pretty flexible, so you’ll see them used often, even for campaigns that aren’t related to brand awareness. 

To get the most out of these ads, though, you’ll want to create some show-stopping content. The goal is to make an impression that helps people remember you.

Facebook Brand Awareness Ad Example

This ad from Promo is a great example of a brand awareness ad that makes people stop and look. The creative for this ad is a bright, powerful burst video that catches the eye. 

They’ve included a “learn more” button for those who are interested in checking out their brand, but even if you don’t click on the ad, you’re likely to remember its vibrant colors and associate them with the Promo brand name. Brand awareness mission accomplished. 

Local Awareness Ad

Got a local company or brick and mortar store? Local awareness ads work just like brand awareness ads, but they’re tied to your specific location. If you’re trying to create awareness for a new store you have opening up, these ads can be targeted to specific geographic locations, ensuring you’re only spending money on ads going to people in your area — people who will actually be able to visit you. 

Store Visit Facebook Ads

If you’re trying to drive foot traffic, a store visit ad is the way to go. Store visit ads not only target audiences based on geographic location, but they can provide a “get directions” button so your followers or new ad recipients can figure out how to get to you at just the push of a button. 

Website Conversion Ads

Brand awareness campaigns are a great way to drive long-term success. If you’re looking to see immediate conversions though, a website conversions ad campaign is a better choice. If you have a quality offer, like a discount or a cool ebook you know your target audience won’t be able to say no to, a web conversion ad is the way to go. 

Website Conversion Ad Example

Check out this simple web conversion ad from The Sill. It’s bright, eye-catching (it’s a video ad) and it speaks to millennials by encouraging them to grow their “indoor jungle”. Their “Shop Now” button links right over to their website, where visitors are immediately met with their newsletter sign-up CTA. A quick, easy way to add to an email list.

Just make sure to use web conversion ads intuitively — you’re spending money to get people on your website, after all. Make sure they’re headed somewhere useful, like The Sill sending users to their newsletter sign-up CTA. 

A landing page or a content offer download would also work to collect that contact information. 

Clicks-to-Website or Traffic Ads

If traffic is what you’re after, the clicks-to-website ad type is Facebook’s best option. Possibly one of the easiest ads to develop, they look just like a sponsored post, but link over to your latest blog post or product offer, or even a landing page on your website. 

Clicks-to-Website Ad Example

This click-to-website ad from Inside Weather is particularly effective, as it’s a video ad. The video works to show off the customization and ease of assembly their product offers, and the ad doesn’t ask too much from the viewer. 

A simple “shop now” CTA ensures ad viewers make it to the website. Inside Weather isn’t asking much from consumers, probably because they know that if they get consumers to their page, the rest of their marketing strategy will work to capture contact information, and close on a sale. 

This is a simple, effective example of a click-to-website or traffic ad you’ll see often on Facebook. Here, the goal is just to get the viewer to the advertiser’s website. Then, its optimized marketing strategy can do the rest.  

Facebook Event Ads

Hosting an event? Have a booth at an upcoming festival or show? Let people know, and get them excited about it with an event ad. These ads are designed to help you promote events. They do a great job of getting the word out and give you an idea of how many people are interested in the event; plus, they’re shareable, so you can hope to gain more exposure there too. 

If you’re looking for event signups, though, you’re probably better off using a website conversion ad to meet on-page goals and collect contact information. 

Offer Claim Facebook Ad

An offer claim ad is a great way to drive sales if you have a specific offer or discount you’re promoting. Offer claim ads allow you to customize your CTA, and can be used for both in-store or online promotions. 

Whether it’s a 20% off discount code or a free coffee thermos with purchase, Facebook will keep track of the people who have claimed the offer, and send them notifications when your offer is about to expire, helping drive traffic to your site. 

Example of an Offer Claim Ad

Check out this offer claim ad from HelloFresh. It’s simple but attractive, and $80 Off makes a pretty compelling offer. 

When you click the “get offer” button, you’re taken right to their site, and the discount is loaded into your cart immediately. Then, users can check out with the click of a button. Pretty effective. 

Full-Form Lead Generation Facebook Ads

One of the biggest issues with most Facebooks ads that work to drive conversions is that they require the user to leave Facebook. 

Facebook has addressed that issue with their full-form lead generation ads. These ads actually allow users to fill out your lead generation forms in-app, and Facebook will help by auto-filling their contact information for some of the more general fields. 

Take a look at this one we created for our client, Renewed Homes: 

When a Facebook user clicks on the “learn more” button, they get this pop-up, still on the Facebook website or in the Facebook app:

You can see that the form will auto-populate the user’s information, so all they have to fill in are the three top fields and their ZIP code, and then submit the form. Once they hit that submit button, their information goes to our client, and the user can go right back to their social media surfing. 

The lead generation ads are perfect if you’re looking to capture contact information. They offer the most seamless conversion experience possible, and you can sync Facebook to your existing CRM, so those leads are waiting for you the moment you log in on Monday morning. 

Facebook Like Campaigns

If you’re just looking to get the word out about your brand or company and expand your reach, a page like campaign is another great way to go. Unlike an awareness campaign, a like campaign does offer a little measurable engagement. Instead of linking to your website or an offer, like campaigns encourage users to like your Facebook page, so they’ll see your organic content in the future. 

Example of a Like Campaign Ad

This Funny or Die ad is a great example of like campaign that also works to generate engagement. It’s a video — which will help boost engagement right off the bat, and it features two well-known comedians. 

That’s a pretty good way to drive up those reactions, comments, and shares, while reminding people to like your page at the same time.

Engagement Ads or Boosted Posts

Engagement ads are similar to boosted posts, in that they mostly look like organic Facebook posts. The difference? You can target who your post goes to, and you can encourage engagement with comments, shares, and reactions. You can tell you’re looking at an engagement ad by the little “sponsored” indicator just below the title of whoever has created the ad. 

busy-mom-blog-ad

Example of a Boosted Post

Check out this example. This is an ad that’s been created by a blogger, to promote a brand she’s sponsored by.  It shows up in my feed like a shared article or blog — I wouldn’t know this was an ad if I didn’t see the “sponsored” tag.

Since there are no buttons to “Learn More” or “Shop Now” this just looks like an organic post within my feed. The difference is that it has been boosted, and specifically targeted to a demographic of Facebook users likely to appreciate the brand this blogger is promoting.

App Engagement and App Install Ads

If you’ve got an app, Facebook’s got an ad for you. Choose from their app install ads that encourage people to either engage with your app (usually targeted to people who already like your app) or download it (encouraging new people to try out your app). 

How to Choose the Right Types of Facebook Ads for Your Campaign

Clearly, Facebook offers a ton of different ad styles, each better for different objectives. So how do you choose the right ad type? First, think about what your objectives are:

  • Do you want to drive more traffic to your website? 
  • Are you hoping to boost lead generation? 
  • Maybe you want to jumpstart sales with a discount promo. 
  • Or maybe you’re just launching your brand on Facebook and you need a boost to get started. 

Whatever your objective, it’s important to choose it before you choose a Facebook ad type, because each Facebook ad type is optimized to deliver different results based on your objectives. 

For example, if your goal is to drive traffic and conversions to your site, a like campaign won’t work. It’s an in-app Facebook ad type that doesn’t encourage users to navigate away from Facebook. Instead, a web conversion or click-to-website, or even an offer claim ad would make more sense.

If you’re not sure which types of Facebook ads are right for your goals, a digital marketing agency can help. It’s their job to optimize ad campaigns for optimal results based on your campaign objectives. Here at Evenbound, that’s something we do every day. If you’d like a bit of guidance on your Facebook ad campaigns, or you’re looking for permanent support, we can help

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5 Key Qualities to Look for In An Incredible Inbound Marketing Agency

5 Key Qualities to Look for In An Incredible Inbound Marketing Agency

5 Key Qualities to Look for In An Incredible Inbound Marketing Agency

Inbound marketing is a proven, effective way to set yourself apart from the competition in the 2020s. But, it’s not always easy to implement on your own. It doesn’t matter what industry you’re in, unless you have a massive, dedicated marketing department, making the switch to inbound marketing can take a little help. That’s where inbound marketing agencies come in. 

An inbound marketing agency functions as your partner in your inbound marketing endeavors. (That is, to draw in qualified leads with relevant marketing that pulls people in, rather than pushing people out. Learn more about the basics of  inbound marketing here.) 

They help you define your goals, and then they create and implement strategies to help you reach those goals. And if they’re a good inbound marketing agency, they’ll refine those strategies based on their results to ensure you’re always optimizing and moving closer to your goals. 

But how do you find a great inbound marketing agency? We’re here to help you out. Check out these key qualities to look for in an incredible inbound marketing agency to help you sort through the crowd and find the best partner for you:

Key Quality #1: They Walk the Walk

The first sign of a great inbound marketing agency? They do great marketing for themselves. 

If you can’t find an inbound marketing agency online, if their website sucks, or if they’re really just failing on the email marketing game, it’s not a good sign. 

So? Use Google. 

 

Check out their website. 

 

Sign up for a content offer or for their monthly newsletter. 

If they’re not popping up when you search “inbound marketing agency near me”, or if their website is impossible to navigate, you might want to keep on looking. 

If, on the other hand, you find their marketing efforts to be engaging and worthwhile, that agency might just be a great fit for you. 

It’s important to remember that working with an inbound marketing agency really is a partnership. Everyone has different styles and approaches to inbound marketing. If you’re looking at an agency and you just don’t like their style, it might be worth it to keep on looking.

Key Quality #2: Their Team Has Experience in Your Industry

There are some who will say that inbound marketing is really the same for everyone.

I’m here to tell you it’s not. 

The marketing tactics we use for home builders are not the same tactics we use for industrial manufacturers.

It's important that the inbound marketing agency you partner with is experienced in your industry. Click To Tweet They should be able to give you examples and show you case studies of how they’ve produced results for previous clients with similar challenges and goals. 

Key Quality #3: They Get Your Goals

If you’ve found an inbound marketing agency that has a great digital presence and that has experience in your industry, you’re probably making the move to connect with them. 

It’s okay if they give you a little pushback on things like timeframe or implementation, but the bottom line is that they should get your goals. 

If they don’t understand why you want more of a certain type of client or haven’t come prepared with a few strategies that could help you reach greater traffic, lead, or revenue goals, they’re probably not a great fit. 

An incredible inbound marketing agency should at least have an idea of what you’re looking for before you even sit down for a meeting.

Effective inbound marketing plans start with solid growth goals. If your team and theirs can’t get aligned on what those goals are at the beginning, your partnership is going to struggle. 

You can help this part of the process run smoothly by being clear about what you want from this inbound marketing agency partnership. If they get your goals and have plans to help you reach them, then they’re a great fit and probably an incredible inbound marketing agency.

Key Quality #4 You Get a Responsive, Dedicated Point of Contact

Incredible inbound marketing agencies know that communication is the key to a successful partnership.

They might be doing everything they need to do on your behalf, but if you don’t get to see the numbers, or aren’t hearing from them very often, you’re not going to feel supported. 

On the other hand, if you’re always talking to a different member of their team, it’s easy to get lost in the process and lose sight of your goals. 

Choose an inbound marketing agency that sets you up with a responsive, dedicated point of contact. That person should be your go-to for any question you have about your inbound services, and they should be fairly quick to respond. 

If you get the feeling that the agency you’re looking at isn’t super responsive, ask them specifically how often you can expect to get updates. If you’re not comfortable with the answer, say so, and feel free to keep on looking. 

Key Quality #5: They Believe in Continuous Improvement

Digital marketing best practices and tactics are constantly changing, almost as fast as the internet, itself changes. That means you need an inbound marketing agency that works hard to stay ahead of those changes, ensuring your company is always seeing the results you need to meet your goals.

You’re not going to reach growth goals with one, static inbound marketing plan. Effective inbound marketing makes use of constant revision and optimization. 

In an inbound marketing agency, continuous improvement is actualized in monthly reporting meetings. Your point of contact should be able to bring you a monthly report and show you exactly what’s working, and what’s not. 

They should explain how all of those reports come together, and tell you what changes or adjustments they’ll be making to keep pushing you closer to your growth goals. 

With an agency that’s working to continuously optimize your inbound marketing strategy, you’ll see continuous improvements in your results. 

Choosing an inbound marketing agency is a big deal. They’re your partner in lead generation, which means they’re also your growth partner. If you’re not sure where to start, or how to decide if an agency is right for you, we’d be happy to help.

Just give us a call or send us a message, and we’ll answer your questions as best we can. No strings, I promise. We’re just here to help you find the best fit for your company.

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6 Website Design Elements that Boost Conversions

6 Website Design Elements that Boost Conversions

6 Website Design Elements that Boost Conversions

Here at Evenbound, we’re all about function. We don’t believe in beautiful websites that just don’t work. We do believe in great design. Website design can make or break your website. And let’s not forget that your website is at the center of your digital marketing strategy. If you don’t have a great website, you’re not going to see digital conversions. 

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Here are a few key website design elements you need to tune-up if you’re looking to boost conversions:

#1 Clear Navigation

Your web designer has total power to direct your visitors wherever he or she wants. Navigation is a huge component of driving conversions. Those items that you include in your menu bar can make or break a visitor’s experience on your site. They’re also a great way to make it really clear exactly what you do. Navigation is a key website design element that you can optimize specifically for the purpose of increased conversions.

If you’re building a website and you want to optimize conversions, minimize what’s on your top navigation menu. If you have 5 different dropdowns with 7 different options each all in the top header, you’re not making it easy for your visitors to figure out where they want to go. 

Try to narrow your navigation down to just a few options, and make sure that at least one of those options leads to a contact page or a click to call link. 

I am going to call out our navigation for a second here because it’s got a cool feature that’s all about conversions. If you hover over the “Let’s Talk” button on our top navigation, you’ll see it pulls up a dropdown. 

Let's Talk

There are four options here: Give us a Call, Send Us a Message, Schedule a Meeting, and Live Chat. 

All of these actions lead to a conversion, but it offers that contact option in the way that best suits the user. If they’re ready to talk now, they can call us immediately. If they’re busy, they have an option to schedule a meeting or a call whenever is right for them. If they’re on the fence, they can just drop us a line. 

This website design element makes it easy for people to contact us however they want. They have the options they need, but in a way that’s well designed and that doesn’t feel cluttered. 

#2 Content Layout

Let’s be real here. I could write all day, but if we didn’t have a killer layout from our lead designer Laura, you wouldn’t read half of this stuff. Chances are you’re already skimming anyway. Thanks to Laura you’ll at least read the headlines, the stuff in bold, and maybe a few bullet points.

Writing for the web is a different ball game. Audiences just don’t read straight through anything anymore. Study after study has shown that headlines, bold headers, and maybe a few paragraphs get serious attention from the average web browser. Beyond that, I’ve got to come up with something really good to keep your attention.

Design helps out with this A TON. Content layout is a website design element you just can’t overlook.

You’ll notice that well-designed websites do what they can to put out strong content, but accept that most readers aren’t going to hang on every single word. The way your web designer lays out your content has a huge impact on how much of that content gets read. 

The better your layout, the more people will read it. And the longer you have people reading content and sticking to your pages, the more likely you are to get a conversion. 

#3 Strong, Recognizable Branding

When people know who you are, they’re comfortable converting. If they make it to your site and say, “oh yeah, I know these guys”, they’re not going to worry over submitting an email address or making a conversion — they’re comfortable enough to just do it. That’s a website design element we like to call branding.

If your site looks totally different from your content on social media or your logo elsewhere, then you will run into problems getting those conversions. People don’t recognize your brand, so they won’t feel comfortable making a conversion.

Again, quality web design can help here. Your designer can create an overarching design that reflects your brand, and carry those same design qualities across all of your digital platforms.

From your profile picture on Facebook to your Instagram feed, it’s important that whenever a potential lead runs into your company, they recognize you immediately as the same company they ran into on your website or somewhere else. 

#4 Intuitive, Intentional Color Palette

Your color palette is one of those web design elements that doesn’t need to blow anybody’s mind, but is easily noticed if it’s done wrong. 

When done right, a well-designed website that makes use of an intentional color palette does a great job of encouraging conversions. It’s a web design element that tends to get looked over, but it’s actually quite useful. 

Using pops of color on calls-to-action and important information, you’re working to guide the user’s eye exactly where you want it to go.

Not to toot our own horn here, but our new site is a good example of an intentional color palette. Take a look:

evenbound-home-page

The main colors are bold black and white. In this screenshot of our home page, you can see that the CTA is highlighted in a bright pop of blue. This does the work of drawing attention to that CTA, which is where we want people to go to make a conversion. 

Your color palette can work similarly. Choose options that reflect your brand and your logo, but don’t feel like you need to get crazy. Your color palette should highlight key information and make it easy for visitors to navigate to the places on your site where they can make a conversion. 

#5 White Space

White space is a huge web design trend in 2020. It doesn’t just make your website look better, it’s also a great tool to boost conversion. 

It’s also a great way to increase your time on page. If you’ve ever taken a look at the sites of content marketing experts like Neil Patel, you’ll notice they use plenty of whitespace throughout their website, but especially on content-heavy pages like blogs. 

This doesn’t just work to make for an aesthetically pleasing blog. It’s also a key way to increase time on page. The more whitespace you have on content pages, the more people will read. 

Today’s consumer can look at about two or three lines of text at a time. Any more than that is overwhelming. Whitespace works to break up lots of text, guiding those readers farther and farther into your website. 

SEOs and digital marketers know that the longer someone is on your website, the more likely they are to convert. 

#6 Responsive Design

If your website isn’t responsive, you’re missing out on a key website design element that will lead to conversions. Responsive design is one of the most basic needs of any website. 

More than half of all internet traffic comes from mobile devices. If your website isn’t designed for those viewers, you’re missing out on a huge portion of qualified leads who could be converting.

Those leads will come to your site, notice it looks terrible on their phone or tablet, and move on to another site that offers the same information in a better format. Then your competition gets that conversion, and you miss out.

It's a shame that I've still got to say it, but if your site isn't responsive, you're losing. Click To Tweet When I say a “responsive site”, I don’t just mean a website that has a mobile version and a desktop version. 

Screens come in so many shapes and sizes. It’s important to ensure that your site is designed to adapt beautifully to any screen in any size. That’s truly responsive design, and that’s design that will boost conversions.

Website design elements can and will boost your conversion rate.

Functional, clear design with an intuitive digital marketing strategy and a website that’s optimized for search engines, is an unstoppable combination that always leads to growth. If you’re not sure why your website isn’t converting, or if you’re looking for ways to boost that conversion rate, let us know. We’re here to help. 

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