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Helping knowledge-based businesses grow with inbound marketing

The Inbound Growth Blog

Twice weekly articles to help SMB business owners and managers use an integrated marketing strategy to drive revenue growth

5 Questions You Should Ask Before You Hire an Inbound Marketing Agency

Posted by John Beveridge

Jul 28, 2014, 9:01 PM

The old marketing playbook is broken: 86% of consumers skip television ads, 91% unsubscribe from unwanted emails, and 200 million are on the do-not-call list, according to HubSpot. In order to attract customers, companies have to provide them with something they love. That’s what inbound marketing does. Inbound marketing is a holistic, data-driven approach to marketing in the digital age. It attracts consumers to your brand, builds a relationship with these consumers, and converts them into loyal customers.

When you use inbound marketing, customers come to you: it’s all about providing the right content in the right place at the right time. Inbound marketing is relevant and helpful to your customers; in fact, when done correctly, inbound marketing should never even look like ‘marketing’.

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What No One Tells You About Inbound Marketing

Posted by John Beveridge

Jul 22, 2014, 6:40 PM

I'm a big supporter of inbound marketing. So much so that I built a business around it. It just makes sense to sell the way people want to buy, right? 

Think of the last purchase you made. Did you go online and do research? Check out various options for your purchase? Read online reviews to see what the public thinks of the various options? If you did, your buying behavior matches that of the average buyer, according to the Corporate Executive Board. They found that the average buyer completes 57% of their sales process before ever contacting a sales person.

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Three Pillars For Professional Services Marketing

Posted by John Beveridge

Jul 16, 2014, 2:51 PM

Professional services marketing requires atargeted, three-prong approach: Authority, Connection and Education. Covering these three areas builds trust and establishes your business and you as an authority in the industry. A well planned marketing strategy will help you grow your business and increase your client base, but it takes commitment to make it work. Use these online selling tactics to accelerate your professional services sales process.

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Hey Entrepreneur, Go Out and Sell Something!

Posted by John Beveridge

Jul 9, 2014, 5:07 PM

I recently read an excellent article by Eduardo Rodrigues, Managing Director at Bergman GCS titled, "The Startup Economy: Trouble in Paradise." 

Mr. Rodrigues describes the current state of startup economy: "We live in exciting times as far as the startup economy is concerned. Incubators are popping up everywhere, venture capital funds are seemingly more active than ever, seed capital and business angels are everywhere these days."

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Embed Your Unique Value Proposition Into Your Digital Marketing

Posted by John Beveridge

Jul 7, 2014, 6:00 PM

Having a digital marketing plan and strategy is a must in order to stay competitive and succeed. Having an effective unique value proposition in which to position your company should be an integral part of your blueprint. The development of your unique value proposition should be well-thought and should reflect your company's brand and image.

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Why I Like the Colombian Soccer Team

Posted by John Beveridge

Jul 1, 2014, 7:37 PM

The Colombian national soccer team is winning the hearts of fans around the world. As I write this, I'm anticipating the Brazil-Colombia game to take place on July 4, 2014 with the rest of the world. I'm a big Colombia fan and look forward to spending the 4th of July with a few beers and the Colombia-Brazil game. I'm really happy to see the eyes of the world on Colombia, it's a great country with a lot to offer. So let me tell you why I like the Colombian national soccer team.

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4 Killer Marketing Ideas For Technology Companies

Posted by John Beveridge

Jul 1, 2014, 6:56 AM

One of the keys to a successful inbound marketing campaign for companies of all types has involved establishing a meaningful and organic connection with your potential customers. This is especially true with regards to technology companies. In order to stand out from the crowd in an already crowded marketplace, it isn't enough to shout your marketing message as loud as you can from the highest proverbial mountain top. Those days are long gone.

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3 Killer Tools For Technology Sales Acceleration

Posted by John Beveridge

Jun 25, 2014, 6:00 PM

Faced with aggressive growth goals from investors and management, technology sales organizations are using sales technology to sell the way their buyers want to buy. Buyers are conducting pre-purchase research using search engine queries, social media and referrals from friends and colleagues to develop a short-list of potential vendors before they ever contact a salesperson. If you don't make that short-list, your chances for closing the sale are minimal.

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Top 3 Conversion Rate Optimization Best Practices

Posted by John Beveridge

Jun 23, 2014, 6:00 PM

Is your website an inbound lead generation hotspot? Or are you missing out on customers because your site fails to follow basic conversion rate optimization best practices? Not everyone who visits your website is ready to buy immediately – and that’s not a bad thing. Problems arise, however, when your site fails to capture this lead information. After all, if you don’t know who is visiting your site and where they are in the sales process, then you won’t be able to nurture these leads and eventually close a sale. These three conversion rate optimization best practices will help turn your website into an inbound lead generation hotspot.

Best Practice Tip #1: Mimic display advertising on your landing pages

Are you diluting the value of your landing pages with visual junk? Visual consistency matters. Your job is to deliver a seamless experience for leads by mirroring landing page content to match the display ads that brought your leads to the landing page in the first place. Resist the urge to put up yet another video or graphic headline that screams “BUY NOW”! Instead, keep the messaging and visuals on your landing page brief, specific and compelling. Summarize your business’s unique selling proposition in five lines or less. Select one short video or single graphic that epitomizes your product or service.

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A B2B Social Media Marketing Process For HubSpot Users

Posted by John Beveridge

Jun 18, 2014, 6:00 PM


HubSpot is one of the most popular internet marketing software platforms for small and mid-sized B2B businesses. As of June 2014, HubSpot has over 10,000 customers and are rapidly expanding both here in the US as well as internationally. One of the reasons they've been so successful with SMB companies is that they offer an end-to-end marketing automation platform that syncs with the B2B buying process.

This article lays out a social media marketing process using the HubSpot software. While you will certainly adapt this process to your unique situation, this process is a useful starting point for B2B businesses that want to generate leads and customers with their social media marketing and promote their expertise within their industry via content marketing.

Social media is just one of the elements of an inbound marketing process - this process assumes that you're blogging and generating leads with premium content offers like eBooks, webinars and videos. With no further ado, here's our blueprint for your social media marketing process.

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High_Res_Portrait_for_NVTCJohn Beveridge is the President and Founder of Rapidan Strategies, an Inbound Marketing Agency and Certified HubSpot Partner located in Fairfax, VA. Prior to founding Rapidan Strategies, John spent 25 years as a management consultant and specializes in helping professional services and technology firms grow rapidly with inbound marketing strategies. John is a Social Media Today contributor and currently serves as the Vice Chair for the Northern Virginia Technology Council's Business Development, Marketing and Sales Committee

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