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Jessica Schramm

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Jessica Schramm

Dec 16, 2014

The 12 Days of Inbound Marketing: a Marketer’s Christmas List


Don’t settle for any more turtle doves! Find out what to ask for this Christmas for a more successful marketing strategy in 2015.

All you want for Christmas is inbound marketing success, so here’s a day-by-day wishlist to hand over to your true love to ensure you’re able to sing about your ROI this Christmas.

Day 1: A strategic lead generation website

Your website should be designed to encourage prospect and customer engagement and drive leads, revenue and retention. If it’s designed to function more like an online brochure then it’s unlikely to drive ongoing engagement or revisits. Read these ten commandments of a lead generating website from KISSmetrics and see just how angry you’re making God at a time of year when he should really be celebrating.

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Day 2: An insightful and engaging blog

If you missed the coronation and also happen to live under a rock, you may not be aware that content is king. Blogging is a big deal - 82% of marketers who blog see positive ROI for their inbound marketing. Get your target audience onto your website by posting insightful information on your blog that they just can’t live without, and they’ll keep coming back for more. Here’s a list of some of the best inbound marketing blogs out there - make sure you recommend number 36 to all your friends (it’s done alphabetically, I swear...).

Day 3: Stacks of shiny rich media

Videos, graphics, interactivity - it’s what the people want. And if you give it to them, you’re likely to be rewarded - 52% of marketing professionals worldwide say video content has the best ROI. The consumerisation of B2B marketing is set to hit at any moment, as marketers come to the realisation that businesses are people too, so make sure your new year’s resolution is to get rich, quick. As if it wasn’t already.

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Day 4: Effective email marketing

Email marketing is the gift that keeps on giving. You send something to a prospect that you think they’ll like, they open up the personalised packaging and find the really great offer they always wanted. If you get it right, email is the champion of all channels - email marketing has an ROI of 4300%. For realz. So read up on how to write the emails of your prospects’ dreams and enjoy the warm feeling it gives you inside. And the ROI.

Day 5: Awesome marketing automation

Christmas is a time for procuring extravagant and expensive technology that you don’t really need. You know what doesn’t fit into that category? Marketing automation! It’s like growing an extra pair of arms and three extra brains. If you don’t believe me that marketing automation will both change your life and boost your revenue then take a look at these case studies. 10,000 leads are not to be sniffed at.

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Day 6: A wealth of super SEO skills

The marketing world is still arguing over SEO’s health, but with 93% of online experiences beginning with a search engine, SEO is something marketers really can’t afford to kill off. All it takes is a bit of time and a bit of upskilling - and here are seven great reasons why we should pray for a Christmas miracle and nurse our SEO back to booming health and prosperity for the new year.

Day 7: Valuable marketing analytics

2014 was dubbed the year of marketing analytics - but it seems a lot of marketers missed the memo. Proving ROI was the biggest challenge faced by marketers last year, which is exactly why you need to wave goodbye to getting by using basic web analytics and dig deeper into getting real, useable data on your marketing efforts. Remember, if you’ve got data to back up your success, you’ll be justified in asking for a bigger budget and you’ll get to pull a really smug face.

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Day 8: Intelligently targeted online PR

Spread yourself around and you’ll get talked about. By complementing your content with a healthy dose of online relationship building, you’ll be able to cast your net wider and get more leads into the top of your marketing funnel from websites you know they spend time on. Easy.

Day 9: Mobile marketing know-how

Remember desktop computers? LOL. You only have to look around you on your commute to see that 70% of people in the UK use their smartphone to find information. And that’s exactly why 49% of B2B marketers are heavily engaged in mobile marketing for generating leads. And they’re probably doing that from their phablet, so make sure your content is tap and swipe friendly.

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Day 10: A solid social media strategy

Remember how businesses are people too? Your prospects spend just as many hours scrolling through Twitter as you do. 44% of B2B marketers have generated leads via LinkedIn, making social media a happening place to target your marketing efforts. See what content works for which platform and go forth and socialise with your target audience.

Day 11: Tasty offers on landing pages

Landing pages equal lead generation. Here’s a fascinating fact: companies with 30+ landing pages generate 7 times more leads than those with fewer than 10. By focusing your prospects’ attention on a single offer, a landing page doesn’t just dangle a carrot in front of their noses - it puts a ribbon round it and sits it on a plush cushion under flattering lighting. You’ll have seven times more leads and you’ll be raising awareness for vegetarianism. Find out how to build the perfect landing page here.

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Day 12: Eye-catching calls to action

If you’ve had your fill of vegetables, why not go for some low-hanging fruit? Calls to action are an easy thing to test and tweak to maximise conversions across your website. Changing just one word of button copy can boost click-throughs by 90%. Tastes pretty sweet, right?

Want an early Christmas treat? Unwrap your free festive eGuide now: Hot leads roasting on an open fire: A marketing director’s guide

Topics: Inbound Marketing Marketing Strategy

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