Posted by Samantha Coren on Wed, Aug 25, 2010
We've heard tons horror stories about small businesses spending too much time and resources for years on end with ineffective push marketing techniques. If you were a victim of being sucked dry on paid search with little sales to show for it or wasted entire days on ineffective cold calling then hopefully you've learned from your mistakes by now.
Once you've witnessed the beauty of inbound marketing by pulling people in with quality content it's hard to imagine going back to your old ways. Good on and off page SEO practices, active social media engagement, and blogging for business regularly are certainly a lot more fun (not to mention less expensive) than badgering people to buy from you.
For those of you who've been burned in the past we've put together this special video on push marketing bunnies. Afterall, laughter is the best medicine, isn't it?
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Posted by Samantha Coren on Wed, Aug 18, 2010
Nothing makes my heart sink more than outdated content on a web page that's still "live". While a lot of small business owners find themselves crunched for time, more often than not, the task of keeping the website up to date falls by the wayside.
So how can you reassure your website visitors that you're still kicking and open for business? Here's three quick and easy ways to do it:
1. Embed a Twitter Feed on your Home Page or Blog.
As long as you can get a handful of tweets in during the week, placing a live feed for your business's twitter account is a simple and easy way to let people know your still active. It's also a great way of increasing your social media reach.
Twitter has its own profile widget tool (the one we use) that you can set up in seconds and embed on your home page with little to no coding knowledge.
2. Blog at least once a week (more is better).
At PullnotPush we can talk about the business benefits of blogging day in and out. One of the key benefits of getting into a regular posting schedule is that it's the easiest way to contribute new content on a recurring basis.
Some folks are shy about showing off the dates of their posts because they end up dropping the ball on posting enough times. If anything you should use those stale post dates as motivation to get back on the content generation bandwagon.
3. Rotate a few limited time offers.
Whether it be a coupon or free whitepaper, giving your lead generating calls to action a highlighted expiration date is a way of encouraging visitors to sign up sooner than later. It also gives incentive to your returning visitors to find new offers when they come back to your site.
However, making sure that you stay on top of replacing them with new offers is important, otherwise your run the risk of having stale looking content. If you set out on doing this make sure to notify yourself and team about when it's time to swap in a new feature via your calendar notification software of choice. The PullnotPush team is a big fans of using Google Calendar for such deadlines.
What are some effective ways you've kept your business page fresh? We'd love to hear from you in the comments.
Posted by Justin Cambria on Mon, Aug 02, 2010
As I sat at the computer to ponder blogging ideas for the Pull Marketing Blog today, the internet was abuzz with the news (unofficial!) that Twitter users have now published 20 billion tweets. That's no small amount of 140 character musings. As a business, blogging for bloggins sake and tweeting for tweetings sake seem to make little sense. How do we keep our content fresh and relevant in a cybersphere that is absolutely swimming in information? How do we generate compelling blog ideas each day? It's a challenge.
The folks over at HubSpot had similar thoughts today, and note that sourcing fresh content constantly is an important strategy. But given the signal:noise ration in an internet with 20-billion tweets (it's ironically fitting that the 20-billionth tweet, from Japanese graphic designer GGGGGGo_Lets_Go, has no obvious meaning for English speakers) how do you do this?
Here's 3 things that I find helpful:
I tend to go around the internet, grab feeds of blogs that I find interesting and want to read regularly, add them to my reader, and forget about them. It's a good idea to folder and organize your feeds by business or personal interest, and to maintain a folder of those feeds that you can count on to help with ideas.
- Make a Twitter list of thought provoking Tweeters
While you may enjoy Sh*t My Dad Says and many other great and less-than-professional Tweeters out there, after having had a laugh at those, you may want to arrange those people in your field into a list that you can check regularly for those folks whose tweets get your writing juices flowing.
It never hurts to review your important keywords, and write a post on, oh, say,
blogging for business. You never know when a quick read of your feeds or favorite Tweeters will give your brain the kickstart it needs to tie something relevant and current online up with your strategy for attracting traffic, and getting found by more and more of the people who are spending their lives contributing 20-billion tweets to the world.
Have you contributed 1 of 20-billion? Join us on Twitter!
Posted by Samantha Coren on Thu, Jul 29, 2010
At PullnotPush I get to teach small business owners the ins and outs of inbound marketing. It's refreshing to talk to people who are so dedicated and immersed in every aspect of their business. One thing is for sure though - running your own business can take up quite a bit of time.
The beautiful thing about HubSpot is that it gives the small business owner a one stop shop for managing a web presence and channel for new customers. I was eager to find out how small businesses outside of the ones I currently work with were fairing in the world of inbound marketing with the big orange sprocket.
To quench my curiosity I spoke with the heads of three local businesses from different parts of the US who are involved in different industries. All three of them are current HubSpot customers. Here's what they had to say:
“Prior to HubSpot (April 28th 2010) we practiced traditional advertising that included radio, outdoor (billboards), magazines/programs (professional sports), and a non-structured email campaign. We did absolutely no SEO or Inbound Marketing prior to our launch with HubSpot.
Our landing pages have been an awesome tool to help build our email list and the blog has not only helped with SEO, but after the first 90 days we have over 220 subscribers via email and RSS. We also use the social media tool to engage the community when one of our brand keywords populates and submit all of our articles to the social media outlets that HS provides. Our social media reach has increased by 3000% since becoming a HubSpotter.
By using the Keyword Grader along with the Competitor reports we have been able to target more long tailed keywords” with lower volume that our competitors are not targeting. This has led to 187 of our 583 keywords being ranked in the Top 100 and improved our search traffic by 382% since HS launch.
Our content creation really has been focused on our blog for not only SEO, but to become a “Trust Agent” in our industry and for the city of Nashville. This has also helped with Link Building as we have increased our inbound links from 67 to 364 since June 1st.
HS makes it so easy that we spend less than 5 hours per week on our entire social media and blog campaign and about 2 hours per week with on page and off page SEO."
"360 Signs started in September of 2008. We are a commercial sign company providing design, fabrication, and installation of many type of business signs: lobby signs, directory signs, floor, wall, and window graphics, monument signs, building sign, vehicle wraps, event signs and many more. We sell only in the Austin, TX area and are fortunate to have achieved a great deal of success during our first two years.
We rely on personal networking, networking groups, and the internet to drive our new business and repeat and referral business to come from current clients. We relied on paid search for our first 18 months in business and thought we did quite well with the amount of leads we were getting. Our website has generated over 50% of our business to date.
We have seen a dramatic increase in the number of leads, over 200%, since I started using the HubSpot tools. We have added two sales reps to handle the extra leads. I have been particularly pleased that we have landed some larger accounts off the web, not just small businesses.
We are ahead of many of our competitors in terms of optimizing our website and improving our page ranking for a company our size. We differentiate ourselves on design and service since it is impossible for us to make signs that someone couldn’t get at other sign companies in Austin. The website helps position us properly and attracts customer that value service and quality."
"Test Drive Technologies was
started to help used car & truck buyers to make an informed decision on what they are purchasing. We are the eyes, ears and hands of our clients that find themselves in the automotive market. Before HubSpot we were solely relying on organic search & free classifieds.
There are so many tools on HubSpot that I use every day. I particularly like the social media engagement tool; it is easy to use and monitors the keywords that I find relevant to the automotive industry. This not only keeps me on top of what is going on but also what the consumer base thinks is happening. I also find the CMS at HubSpot very easy to use.
Our blog is what is making us stand out above our competition. We are able to post our findings for each of our inspections right on our blog much like a case study without the particulars of dealer and buyer information. Having these results on our blog will allow our potential clients to see what we do, how we do it and what we find in some vehicles.
Most of our competition is all about pay per click advertising. Our blog is what is bringing in most of our customers which also allows us to pass this savings on to our clients."
Sick of Old Fashioned Marketing? Take HubSpot for a Spin.
Find out how we can help turn your website into a marketing machine.
Sign up for a HubSpot Demo with PullnotPush.
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Posted by Samantha Coren on Mon, Jul 12, 2010
Pegasus Communications has been a HubSpot customer for over a year and has found tremendous success with inbound marketing. Every day the leads just keep rolling in from organic search and referring websites. How do they do it? By giving their visitors high value offerings on their website with a treasure trove of free systems thinking resources. In the world of inbound marketing content is king, and Pegasus certainly has no shortage of quality content.
Pegasus Communications specializes in publications and events on the topics of systems thinking and organizational learning - two subjects anyone can greatly benefit from exploring. People across a variety of industries have used Pegasus's free online materials to introduce them to a new way of understanding their issues. As a result of having well-optimized pages and an excellent systems thinking blog called Leverage Points you can continue to find Pegasus ranking highly in search engines for systems thinking related keywords.
Last week the PullnotPush crew visited the Pegasus offices in Waltham, MA. Mark Alpert, their president, took some time out from preparing for their annual Systems Thinking in Action conference to talk with us. Check out our video interview with Mark to learn more about Pegasus' inbound marketing experience with HubSpot and PullnotPush.
PullNotPush Interview with Mark Alpert - President, Pegasus Communications
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Posted by Jeff Machado on Fri, Jul 09, 2010
Whenever I look at the most successful clients we get to work with, there’s always one common thread that ties them together – they are committed to and live by the principle of “Add Value First, Customers Will Follow. “
But I’ll admit that it can be difficult to wrap your brain around the concept, especially if it seems a little too touchy feely or New Age-y to you. To make inbound marketing work for you, it’s imperative that you focus less on the goals that you have for your marketing (although they’re important!) and more on the needs of your prospective clients and customers.
If your content isn’t meeting those needs, getting them to take the next action and become a lead will be an uphill battle.
Inbound marketing isn’t just about SEO, lead generation, and lead nurturing. It’s about looking at your business in a completely new way and seeing yourself as a solver of problems, not just a business person wanting to increase your cash flow.
Not sure how to add value in your content? These 3 tips should help!
Invite Your Audience To Ask Questions
One of the reasons I encourage blogging for inbound marketing is that it gives you an opportunity to form a relationship with your readers. While they may not always leave blog comments, they are always there in the background reading and getting familiar with your voice.
As your readers start to get familiar with you, create opportunities for them to ask you questions. Host a uStream.tv show or just put up a video asking for their most pressing questions. You may not always get questions but you always need to be asking for them.
Get Tuned Into What’s Happening
The power of social media isn’t just finding more people who are interesting in hearing your message. The hidden power is the ability to listen in on conversations in real time. Think about it. Just a few years ago, you would have to spend time at in person networking groups or conferences in order to find out the needs of your target audience.
Now, all you have to do is use some social media monitoring tools like Trackur to track down conversations relevant to your business. Find out the most pressing problems and use the solutions you come up with to create your next lead generating whitepaper.
Don’t Worry About Giving Away Too Much
Many times when I read blog posts, I have a feeling that the writer is holding back for fear of giving away too many secrets. They’re afraid that if they give away too much information, they will have solved all their prospects’ problems and will lose money.
Time and time again, this has been proven wrong. The hidden secret here is that no matter how much you give away, people are always going to think their situation is different. Share too much and share often. Then, you’ll create more opportunities for your prospects to strike up a dialogue with you. You’ll be adding value and making your readers and prospects see that you’re the one they should be doing business with and not your competitors.
Those who stand out in Inbound Marketing are the ones who genuinely care about their field of business and feel compelled to give away valuable free information.
What’s the hardest part about adding value in your business? Is it the fear that you’re going to give away too much or that you just don’t know what your prospects need? Let us know in the comments!
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Posted by Jeff Machado on Tue, Apr 20, 2010
I know I could open this post up with something about a picture being worth a thousand words but, naturally, that's been done. Instead, I want to appeal to the side of you that is having a hard time finding inspiration to blog more and
build your web presence through inbound marketing. If there's one thing you can have as a takeaway from this blog, it's my constant repetition of ATC -
Always Think Content. Whether you're in desperate of new leads or don't know what to do with the ones you currently have, content fits into the process.
People always want more information and it's your job to give that information to them. To make the process easier, here are ways you can use your own photo collection or a photo sharing site like Flickr to come up with ideas that will have your blog regularly updated with fresh content.
1. Get People Focused
Some of the most powerful pictures around are simple portraits of prominent figures. Writing about a person for your blog post, whether it be an interview or commentary, is a way to add more life to your blog. This is especially true if your posts are often topic focused where you talk about events and ideas.
2. Capture A Moment
If you attend professional events related to your business, the last thing you want to do is to sit down and write a lengthy blog post rehashing everything that happened. Using one photo as inspiration, you can give a quick and tangible insight onto the event and what your takeaway from it was.
3. Insert Some Shock Value
Photos can do what headlines sometimes can't. An in your face photo that has a strong message will capture the attention of your audience quicker than even the best headlines that you've pored over for hours. Use these types of photos when you want to present a concept that goes against the grain.
4. Do A Time Rewind
Whenever I visit an antique shop, I go straight to the old postcards. They always seemed like a more whimsical form of blogging and I love reading about peoples' adventures. Do the same in your blog. Use vintage photos and relate them to how things in your industry used to be done versus how they're done today.
5. Compare and Contrast
I'm sure we all had these compare and contrast essays when we're growing up. Well, they're much easier to do when you have photos in front of you. Comparing a photo of a busy highway versus an open country road presents opportunities for you to illustrate a wide range of business concepts.
6. Lighten The Mood
You might be worried that sharing a joke or a cartoon might bring your business crumbling down - but it won't. Adding something unexpected to your blog in the form of a photo can help add some character to your business. Don't be afraid to laugh at your industry or even yourself sometimes.
7. Present A Puzzle or Challenge
Having a blog doesn't mean you need to have all the answers. If you're really feeling stumped about a concept, find a picture that relates to what is stumping you and offer the challenge to your audience. A powerful photo plus brief but meaningful text underneath is all you need to start a conversation.
What are some of your favorite ways to use photos for content creation? Do you usually do your writing first and then find a photo later? Or does the photo always inspire you to get writing? Leave a note below and share some of your favorite photos too!
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Posted by Samantha Coren on Wed, Apr 14, 2010
On Tuesday, Twitter co-founder Biz Stone posted a blog announcing the introduction of Promoted Tweets, Twitter’s long awaited plan to begin monetizing their business model.
Anytime a social web 2.0 platform begins to integrate ads when there was once none, there’s always backlash to be expected from the user community. How many people do you know who reacted to Facebook’s targeted ads by removing information from their profiles or even deactivating their entire Facebook account?
Luckily, it seems like Twitter has taken many steps to minimize user backlash by having user interactivity play a huge role in which Promoted Tweets get shown and which get the chopping block. Twitter dubs a new metric known as “resonance” to rate tweets for paid advertisers and select which ones will be shown as Promoted Tweets on Twitter’s search results pages. A resonance score depends on how often a tweet gets retweeted, replied to, favorited, or has a profile picture clicked on by users.
On Jeremiah Owyang’s Web Strategy blog, he does a great job demystifying Twitter’s new beast and hypothesizing the impact it will have on users and advertisers. I agree with Owyang’s conjecture that Promoted Tweets are the fusion between paid and organic ads. For companies to be successful with promoted tweets, they have to pay close attention to what resonates best with users, since users will have control over the advertising inventory.
However, seeing how well content resonates with people shouldn’t be limited to paid advertisers on Twitter. Resonance trends in your content, on and off your main site, can help guide you into creating better remarkable content for your audience. Having content that triggers people to take some form of action is essential to any successful inbound marketing strategy.
How has tracking “resonance” of your content affected your company’s marketing efforts?
Posted by Samantha Coren on Fri, Apr 09, 2010
I'm Sam Coren, the latest addition to the PullnotPush team. Being an active member of the Boston music scene has given me a first hand look at just how powerful the principals of inbound marketing can be for the little guy. One thing I like to emphasize to our clients is how important it is to let go of all their old school notions about marketing and interact with their target audience. For the modern musician connecting with their fan base on a regular basis is a vital part of achieving success and getting their music heard. The same is true for any business.
You’ve heard it before: the traditional music industry as we used to know it is a festering corpse surrounded by vultures. People just don’t discover music the way they did in the old days. For years the internet has been hailed as the great leveler of the playing field between the recording industry titans and struggling independent musicians. So what can you learn about Cinderella stories about bands like James Yuill, OK Go, and Passion Pit? You can learn how to get creative and generate buzz about your business for next to nothing – that’s what!
1. Constant content generation: blog like you’ve never blogged before.
James Yuill Blogs Like There's No Tomorrow
Back before every musician had a web presence we had to rely on music journalists to report their upcoming activities. Sometimes you’d go for years between albums waiting for news on your favorite band. Your entire impression of someone’s body of work relied on someone else’s opinion and if they even cared enough to report on it in the first place.
These days a regularly updated blog can do wonders for giving the entire world an idea of who you are and what you do. Even better? You get to do it in your own words! Musicians like James Yuill keep updating their fans with what they’re working on a frequent basis. He even likes to get his readers involved in his work through unique ways such as requesting sound samples for him to use to create new tracks. By encouraging his readers to interact with him and contribute to his projects, Mr. Yuill is doing an ace job of creating remarkable content and getting more people to be excited about his music.
Getting into the habit of keeping people updated on what you’ve got going is great not only for your business’s identity, but also your SEO. You're simply creating more and more pages with the opportunity for you to get found.
2. A picture is worth a 1,000 Words… or at least a half a dozen tags on Flickr and YouTube
So you have a blog going and you're slaving away in Wordpress or your Hubspot portal typing hundreds of words and you begin to notice something. Your entire page is a wall of text. Not very eye catching is it? Incorporating photos and video into your regular content generation mix makes your site easier on the eyes and increases your potential to get found.
Making sure your images have file names recognizable to image search queries is also essential. Say you want to find a picture of Lady Gaga using Google image search. A Lady Gaga image with a file name DCS89473249823324324.jpg is probably not going to rank as highly in the search results as a picture titled lady-gaga-at-the-grammys.jpg.
Creating videos is not only a great way to flex your creative muscle, but a great way to generate lucrative buzz if you end up with a runaway viral success. Think cost is a factor?
OK Go: 8 Treadmills, 1 Band, 50 Million Views
Digital videos can be made and edited fairly cheaply thanks to lower hardware and software costs.
OK Go’s video for “
Here it Goes Again” was shot for next to nothing. 50 million plus views later, a GRAMMY award, and a record label deal thanks to bloggers and music fans all over the world sharing the video proves that you don’t need a ton of money to make a good video - just a good idea.
Don’t forget to properly tag and fill out descriptions for all your media items uploaded to sites like Flickr and YouTube. Music fans rely on proper tagging to successfully find photos and videos of their favorite artists or genres of music. The same goes for any business willing to share their unique content on these sites. Be sure to read over their terms of service on different sites about hosting videos or photos for commercial uses.
3. Give (some) of your work away for free
Sure some people might tell you you're crazy for just giving away your hard work for free, but what better way to give a potential customer a taste of what you're capable of than with a sample? Before releasing the Here Lies Love album with Fatboy Slim, David Byrne, of Talking Heads fame, offered a free track for download on his website. The catch? You had to just offer up your e-mail address to get the download link.
Because so much buzz was generated before offering the free track on David Byrne’s own blog (and the help of other music bloggers) he was able to gather the contact info for thousands of people interested in his music. What valuable offerings can you give out for free that people would be willing to share their contact information with you for?
4. Become a master of the Twittersphere
Who thought that millions of people posting 140 character updates could be a major means of communication? A lot of businesses still question the value of investing time in tweeting. Maintaining an active Twitter presence is free, quick, and easy. Musicians will use it as a way to get feedback, quickly get news out, or find creative ways to promote themselves.
One problem with Twitter is that many still view it as a one-way broadcasting tool. If your tweet history contains nothing but links to your own pages you’re missing out and turning people off. Boston's rising super group Passion Pit (@passionpit) frequently ask their followers at different tour stops where to grab the best grub on the road. By asking your followers questions and establishing a dialogue you can entice them to communicate directly with you and show that you value what they have to say.
5. Fan Club? Meet Fan Page
Fan clubs have existed long before the days of the internet but they have always been an excellent lead nurturing tool and customer retention in the music marketing world. Now with Facebook pages, organizing an online fan base can be done quickly and, best of all, for free.
When Dr. Dog was getting ready to release their new album Shame, Shame their label, Anti-, decided to beef up their Facebook presence by creating a simple benchmark: once Dr. Dog reached 20,000 fans on they would give their Facebook fans access to the first single before anyone else. Similar "reward" benchmarks have been used by bands to quickly gain twitter followers.
So now you have accumulated a large number of connections - what are you going to do? You have to keep up the content, that's what! Since launching the Dr. Dog Facebook page became regularly updated with the band's latest TV appearances, interviews, and tour dates.
Need some conversions to go with those leads? The great thing about Facebook pages is that you have a wealth of information about your fans and you can tailor specific messages to different groups. Say Dr. Dog was going to play a secret show in their hometown of Philadelphia - they could target all their fans in the Philadelphia area with an invite to the show. Sounds like a pretty powerful offering to a group of qualified leads, right?
So this weekend turn on the tunes and get creative. What are some ways you can create buzz about your company and what it has to offer? A silly video? A retweet contest? A Facebook page benchmark? If your company has already used some of these tactics successfully we'd love to hear about it.
Posted by Jeff Machado on Fri, Apr 02, 2010
When I'm talking to people about Inbound Marketing, one of the ideas I always try to get across is that you must keep one acronym in your head - ATC or Always Think Content. This means that you're not just thinking about content creation when you're sitting at your desk and say to yourself "I need to do some marketing!" Instead, following ATC means you look at every event that happens in your day as a potential source of content ready to make it on your blog or on your social media sites.
Yes, this means weekends too.
I want to invite you to experience the ATC challenge this weekend. Fortunately, to make the challenge easier, I have created a content creation strategy guide to help you make the most of your weekend.
1. Bring Your Digital Camera Along
One of the biggest myths about blog posts is that they always have to be in the written form. Taking your digital camera along with you on the weekend and documenting any interesting or relevant experiences you have is just as valid a form of content creation as sitting down and writing an article.
When taking pictures for your blog, try to develop a common thread among the shots so that they have some editorial quality to them. Once the weekend is over, you can curate these photos with some captions and you have a new blog post ready to go.
2. Try Out A New Product
On Twitter yesterday, I challenged Mike Volpe (@mvolpe), the VP of Marketing at HubSpot, to conduct a review of the iPad as soon as he has had time to use it over the weekend. While there will be thousands of iPad reviews online by the time it launches in stores, I value Mike's point of view because of his position as a thought leader in the Inbound Marketing community. I know that he's going to look at the device from a marketing perspective and be able to give insights that general tech or consumer reviewers won't be able to provide.
If your weekends are a time to go shopping, look at the products you buy as something that can be reviewed with your own unique angle. Don't try to satisfy the general consumer population when you do this. Focus on what your ideal clients might want to know. Put together a few bullet points, grab your easy to use video camera, and speak as if you're talking to just one person. In a few short minutes, you'll have valuable content to post on your blog.
3. Do Impromptu Interviews
If you're serious about marketing your business with Inbound Marketing, you always need to be carrying a video camera like the Flip. When you start a blog, you have started your own media channel. This means you need to be on the lookout for news, interesting people or events, and find ways to engage with your audience. Don't be afraid to ask the people you're talking to if you could interview them about something related to your site. They don't have to be experts - they just need to have an opinion.
To help with this, carry around a list of questions that you can ask to anyone you come across. You can then put up these individual interviews or edit them into themed montages. Just by stepping outside of your comfort zone slightly, you have the chance to make use of other peoples' opinions and knowledge to grow your blog.
Have you made the jump to entering the Always Thinking Content mode? What other quick and easy content creation tips do you have for using the weekends as a source of blog material? Leave your comments below!
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