THE ESSENTIAL ABC’S Of InBound MArketIng.
THE ESSENTIALABC’S ofInBoundMArketIng.AB C26 fundamental inbounddmarketing topics, definegintekramtnerefifd62byprofessionalsA publication of
the ABC’S ofInBound MArketIng.WRITTEN BY HUBSPOT PARTNERSThis entire alphabet book is a collaboriation between 28 unique HubSpotPartner Agencies. Each one submitted an entry for a letter of the alphabet,provided detail on the topic and its relationship with Inbound Marketing. To learnmore about the participating agencies, check out the rest of this ebook!PRODUCED BY AL BIEDRZYCKIAl Biedrzycki is a ChannelMarketing Associate at HubSpot.2011, working exclusively in thepartner channel. Before joining theMarketing Team at HubSpot, Al wasan Inbound Marketing Consultant inthe Services Department.FoLLow mE oN TwITTEr.@ALbIEdrzyckI
INTrodUcTIoN.Gone are the days of bombarding prospects with print and TVturning away from brands that keep using traditional means. The goodnews is marketing has changed too. Now, Inbound marketing offers aclosing more deals than traditional, outbound marketing ever did.Inbound marketing draws ideal buyers directly to your businessdoorstep. With inbound marketing you match educational contenttheir buying process. It leverages social media so fans tell your storyincreasing leads for your business. Lead nurturing keeps you at the topfrom your competitors.
In short, inbound marketing creates a remarkable experience for yourprospects that matches how they want to buy products and services.The end result is more business.Keephandy — from blog tow.MIKE LIEBERMANCEO OF SQUARE 2 MARKETINGFoLLow mE oN TwITTEr.@mIkE2mArkETINgSquare 2 Marketinginbound marketing agency designed to do one thing: get our clientsleads. We bundle marketing strategy along with inbound marketingtechniques (including website design, social media marketing, emailmarketing, content marketing and other digital marketing tactics) to helpour clients get found, get leads and close deals.
Let’sbegin theinboundmarketingaLphabet .
Aa/b testingpersonalizing greetings, landing pages, and webpages. What you test is up to you. Balancewhat your customers and prospects say with what they actually do.SUbmITTEd by JAymIE ScoTTo cUTAIAJAymIE ScoTTo & ASSocIATESJaymie Scotto & Associatesto telecom, JSA provides clients with critical industry perspectiveand visibility. Our innovative tools, expert team and establishedFoLLow US oN TwITTEr.@TNNTELEcomNEwSmarketing and event planning services available in telecom.
Bbloggingseen the stats: Businesses that regularly blog receiveBecause blogs are like chum for Google and other search engines.for the products and services that you offer.But blogging is more than that. Frequent blog posts on your specialty willby other bloggers. Even traditional news reporters will be calling you. BlogSUbmITTEd by dENNIS bAILEySAvvy, INc.Savvy, Inc.strengthen their brand, build awareness, generate leads and makenews. We do it by integrating traditional public relations strategiessearch and content marketing, social media, analytics and more.FoLLow US oN TwITTEr.@SAvvyINc
CconversionpathA conversion path is the series of steps a prospective buyer takes that ultimatelylifecycle stage. For example, a person who has never been to your websitebefore needs a different conversion path than someone who has done businesswith you many times. Conversion paths provide intelligence about your newthought leader in your industry.Inbound marketers use conversion paths to advance prospects through a salesand marketing funnel. To create a conversion path, decide which steps you wanta visitor to take, then design content to support that conversion goal. Includeyour sales team in this process. Common conversion goals include collectingpersonal data, obtaining customer feedback, sharing industry information, anda collection of resources or provide an online toolkit. Ask yourself, “How canwe help our prospects get the information they need most at this stage in theSUbmITTEd by LAUrA kINoSHITAkINoSHITA commUNIcATIoNSKinoshita CommunicationsFoLLow US oN TwITTEr.@LkINoSHITA
Ddynamiccontentreturning customer. As a result, it provides the opportunity for you to be aDynamic content is an extremely important component of inbound marketing. As(MoFu), and buyers (BoFu), and provide the right content or calls-to-action tonurture them into customers and evangelists. Dynamic content lets us reach eachof those types of viewers with the right content, at the right time. We make theSUbmITTEd by rEmINgToN bEggImpULSE crEATIvEImpulse Creative is a branding and inbound marketing agency thatleverages a strategic blend of marketing awesomeness to createa consistent message for our clients. We help them grow theirbusiness, achieve their goals, and be remarkable.FoLLow US oN TwITTEr.@ImpULSEcrEATIvE
Eemailmarketingaccording toMashable.How do we stand out from the clutter and deliver the right message, to theWith inbound email marketing, you can stand out. When you integrate your emailwith targeted messages based on their actions, needs, and interests to help thembecome ready to buy.achieve their goals.SUbmITTEd by LorrIE LEE & wINNIE HArTTwINENgINETwinEngine is an award-winning, strategic marketing andcreative agency where online and social marketing takesindustry awards and a passion for leveraging our talents to helpcompanies translate traditional marketing channels into forwardFoLLow US oN TwITTEr.@THEHAgENcythinking online and social marketing solutions.
Ffacebooksocial networking site is a viable place to attract potential customers. On yourcollege roommate or a contact you met at a networking event, you never knowwhere your next new business lead will come from.Facebook and inbound marketing go hand in hand. By posting regular statusupdates on your page with teasers enticing your community to click on theyour calls-to-action (CTAs), which will enable you to build up your email list andbring your potential customers down the sales funnel.SUbmITTEd by HILAry Jm ToppErHJmT pUbLIc rELATIoNS, INc.helps people get to know yourbusiness by offering a full range of services includingnational, regional and local publicity and strategic socialmedia programs.FoLLow US oN TwITTEr.@HJmT
Ggooglesearch results to users fuels its massive growth. Google monetizes this hugeMost recently, recognizing the impact of social media, Google started its own socialsearch for a solution to a problem that we provide. Doing that effectively todaynice of them!) to stay in contact with us. And because Google now also looks atdo just that.SUbmITTEd by cHUck mALcomSoNScrEwpILE commUNIcATIoNSScrewpile Communications is a highly specialized agency focusedon helping medical and healthcare companies grow using inboundmarketing.FoLLow US oN TwITTEr.@ScrEwpILEcomm
Hhtmldisplay them accordingly. HTML has a set standard structure with an entiresee on various Web browsers.Without HTML, you would not be able to create the beautiful websites, emailtemplates, landing pages, blog articles, etc., that you rely on to attract visitors toyour site, convert leads, and close customers. If the internet only displayed itemsas text, the world would be a pretty dull place. HTML also plays a vital role in youroverall organic discovery effectiveness. Search engines heavily rely on the properwhich it takes to load this code into web browsers, as factors in determining whenand where webpages show up in search results.SUbmITTEd by SImoN yoHEorbITAL ALLIANcELocated in Orlando, FL, Orbital Alliance is a web strategy and inboundmarketing agency that looks to partner with clients in creating in-depthwebsites, and performing inbound marketing techniques that are tiedFoLLow US oN TwITTEr.@orbITALALLIANcEto both short and long term goals and objectives. We treat our clientsbusiness as though it was our business.
IinboundmarketingInbound marketing is about delivering the right content in the right place at the righttime, thus creating marketing that people love. Instead of interrupting with cold calls1) Focused and optimized websites, blogs, targeted keywords, and social mediathat attract visitors instead of interrupting them with annoying marketing messages.2) Smart websites convert these prospects into leads using calls-to-action tohighlight high level content, forms to gather information in exchange for that3)leads into customers.4) Customers are delighted when smart content and lovable social mediamarketing delivers personalized content to keep them engaged while deliveringongoing value for the life the relationship.SUbmITTEd by Todd HockENbErryTop LINE rESULTSincreased revenue for B2B companies by integrating inboundmarketing and inbound sales. We use our experience and expertiseto deliver top line results for each of our clients by driving inboundFoLLow US oN TwITTEr.@TopLINErESULTSleads and increasing sales conversions to customers.
Jjournalismaway on typewriters. The sound of the carriage returning for the start of anew line drowned out only by the ringing of the telephone with the latestsubscriptions, and fewer jobs, we ask, “where have all the journaliststhe brands that create an experience through storytelling that ultimately winwith consumers. Journalists are still here. Many of us have simply moved ourbylines to our own blogs or entered the marketing forum.SUbmITTEd by JoHN boNINIImpAcT brANdINghelping to develop and implement a winning inbound marketingstrategy.FoLLow US oN TwITTEr.@ImpAcTbNd
KkeywordsKeywords are much more than just a randomly selected list of words. Theyare actually very strategic in nature and form the foundation of all inbound1) Focused concepts for your marketing2) Words that identify the content on your website3) Search terms for search engines.These groups of keywords will form the framework for all ongoing contentincrease the likelihood of being ranked by Google (and other search engines)when people search for related terms. Use tools like HubSpot and GoogleSUbmITTEd by JEFF bErEzNyTENT SocIALTent Social is a content marketing agency that tells awesomebrand stories that people love and share. We do it throughstrategic consulting and ongoing social content creation.FoLLow US oN TwITTEr.@TENTSocIAL
LlandingpageMany people assume a landing page is any page a visitor lands on when comingto your website. In inbound marketing, the page has only one distincy purpose —whether that be to download content, coupons, or so on. Typically, a landing pageseeks to encourage the visitor to complete the lead capture form to obtain the offerwebsite. To create effective landing pages, follow these three best practices:1)your visitor from completing the form.2) Follow the ABC formula: Attract attention with compelling copy, sell the bof the offer, and close with a call-to-action telling the visitor to complete the form.3) Keep it brief and above the fold. Short copy tends to perform better than longcopy on landing pages. If possible, keep your call-to-action and form above the fold.SUbmITTEd by HEATHEr SLoANINboUNd INSUrANcE mArkETINgInbound Insurance Marketing helps insurance organizationsgrow with smart inbound strategies and compelling, qualitycontent.FoLLow US oN TwITTEr.@INSUrANcEcopywr
MmemeAn internet meme is an idea, style or action which spreads virally, facilitatingword-of-mouth communication. The inbound marketing meme has roots intwo philosophies:1) Creating audience-centric content2) Developing a social business culture throughout a company.A social business understands that when it has employees who contributeto brand excellence through external and internal engagement, inboundmarketing comes naturally. This raises customer expectations, employeeproductivity, and innovation. In turn, the transparency in which a socialbusiness operates its brand(s) positions it better to spark a meme throughsocial channels.SUbmITTEd by bErNIE borgESFINd ANd coNvErTFind and Convert is a digital marketing agency that helps B2B clientsdrive measurable business success through integrated marketingplans. We serve clients across the U.S. and Canada by becoming anextension of their marketing department. We develop and assist withFoLLow US oN TwITTEr.@FINdANdcoNvErTexecution of search marketing and social business strategies.
NnofollowlinkIntroduced by Google in 2005 to combat link spam, nofollow is an HTMLor pass credit to linked websites as a way to avoid association with spammycontent or inadvertently violating webmaster guidelines. To varying degrees, thenofollow attribute is recognized by all major search engines.site.SUbmITTEd by kEITH moEHrINgpr2020is an inbound marketing agency offering strategic campaignservices that drive awareness, leads, sales and loyalty.FoLLow US oN TwITTEr.@pr2020
OofferAn offer provides access to content that helps a customer or prospect learnmore about a solution, product, or service. An offer can be anything from ato a prospect — what matters most is that she gets information she can useto improve her business.Sparking interest in your brand, and starting a conversation, is what makesthe offer an integral part of the inbound process. The right offer at the righttime can give a prospect exactly what they need — and send them over themoon!SUbmITTEd by SHArmIN kENTdIgITAL rELEvANcEagency that uses research, creative and promotion to get topFoLLow US oN TwITTEr.@drELEvANcE
Ppinterestcollect and share images. Until recently, marketing strategies used advertisingmagazines we read, sing-song mnemonics frustrated our enjoyment of musicon the radio, and television advertisements aggravated us until we left theroom for a snack.that lets users participate actively in the marketing medium. The pinnacle ofgathering and creating visual content that represents you and sharing thatcontent with your peers.SUbmITTEd by mIcHAEL coNwAymEANS oF prodUcTIoNis a marketing agency forbusinesses whose uniqueness comes from a senseof place.FoLLow US oN TwITTEr.@ mAcoNwAy123
QqualifiedleadHow many times have you heard sales reps complain about the quality of theincreasing standards of quality, everyone suffers from sales, to manufacturing, toshipping. Consider the proliferation of high quality content available on the Internetand the impact this has had on the ways buyers make purchasing decisions.Effective inbound marketing requires an even deeper understanding of thebottom line.SUbmITTEd by doN LAFFErTymINgL mArkETINg groUpMingl Marketing Groupmarketing agency, specializing in inbound and social mediamarketing solutions for B2B companies.FoLLow US oN TwITTEr.@mINgLSocIAL
Rresponsivedesignwebsites effectively. The layout and orientation of website elements shift andand content will shrink and tile from three columns, to two, to a singular columnconversion opportunities. Great responsive design should prioritize offerdisplay to maximize conversions of leads for all viewing devices.SUbmITTEd by ErIc prATTrEvENUE rIvEris a full service inbound marketing agency inFoLLow US oN TwITTEr.@rEvENUErIvEr
S smarketingSmarketing is the practice of aligning sales and marketing team members, goals,and activities to make sure everyone is on the same page. In a small company,sales and marketing functions are often the responsibility of one or two peoplewith blended roles so the communication of goals and priorities is often simple andknowledge of the sales process, and for sales teams to be clueless about the effortrequired to generate the leads they are following up on. Among other things, youneed to make sure your marketing activities are designed to:Attract and educate prospects that are easier to sell toIn the end, your marketing and sales teams have the same objective: to attractmaximizing your budget!SUbmITTEd by mArISA SmITHTHE wHoLE brAIN groUpThe Whole Brain Group is a full-service inbound marketing agencyclients achieve their business goals, and we strive to combinethe logical & tactical (left brain) with the creative (right brain) toFoLLow US oN TwITTEr.@wHoLEbrAINgroUpachieve Whole Brain Goodness!
TtwitterTwitter is changing the world. Never before has information spread so quicklyacross the globe. The real-time microblogging service set itself apart by limitingposts to only 140 characters. This quick, easy form of communication has limitedthe barrier to entry for digital communications, and made quick informationbroadcasts available to anyone. In addition to broadcasting, Twitter has alsoemerged as an incredible relationship builder. Its simple interface and limitedoptions make replying to and sharing content incredibly simple.Social media can be a great platform for large and small businesses alike topromote their brands and cultivate an audience. If used correctly, Twitter is ato really get to know your clients and prospects. Savvy companies are alsobuilding lists and engaging with their clients and prospects on Twitter. Staying intune with your audience is critical to inbound marketing.SUbmITTEd by cHrIS HANdyTHINkHANdyThinkhandy is a sales and marketing operations consultancy in FortWorth, TX. Clients interested in shortening their sales cycle andmarketing and sales integration knowledge.FoLLow US oN TwITTEr.@THINkHANdy
Uuniversalsearchcreated a remarkable post, make your thought leadership more visible on page one1)the same on-page SEO keyword strategy and a call-to-action. Save it as a .pdf and2) Add voiceover narration and royalty-free music and compile into a screencast3)updates.4)SUbmITTEd by JoSHUA FEINbErgSp HomE rUNiis an inbound marketing agency and HubSpotmanaged services providers.FoLLow US oN TwITTEr.@SpHomErUN
VvideomarketingVideo marketing involves using online video for promoting your product, service,or company. While it may stand alone, video marketing is often used as part of anintegrated marketing approach, combining other tactics such as email or socialmedia. These videos may have descriptive, educational, or informational purposes,and may be used to increase search visibility or to harness the sharing power ofsocial media.Today, with low barriers to entry for video marketing, increasing ease of qualityvideo production and growing avenues for distributions, video marketing has(comScore)Forrester)Viewers are 85% more likely to purchase a product or service after watching anonline video ()SUbmITTEd by rEbEccA TUckErbLINkJAr mEdIAinbound marketing agency in Louisiana and is a gold HubSpotproviding traditional agency services, including professionalFoLLow US oN TwITTEr.@bLINkJArmEdIAvideo production and promotion via all channels.
Wworkflowmarketing events that delivers them ready for the next stage in the marketingunderstanding of what it takes to move to the next level. For each campaign youto both. These three items working together lead your contacts and customersrelationship, or to close a sale.SUbmITTEd by mATTHEw LEEAdHErE crEATIvEAdhere Creative excels in brand development, web design,and integrated inbound marketing strategies that allow you tostay ahead of the competition. We apply research, strategy,experience, and a fresh perspective when creating for ourFoLLow US oN TwITTEr.@AdHErEcrEATIvEclients.
Xxml feedsharing between other applications and using on other websites. Ever noticedWhen someone includes your XML feed on their website, your content becomesvisible to an entirely new audience — theirs! Clicking on any of the links in the feeda reliable and valuable resource gets better and better. A more common use oftime you publish a new post. Services such as FeedBurner let you see how manysubscribers you have and how many of them are clicking on the links in the emailsthey receive, so you can see what resonates with your audience. These constantreminders of your outstanding content keep you top-of-mind and your readersprimed for your marketing messages.SUbmITTEd by ALISA mErEdITHScALAbLE SocIAL mEdIAScalable Social Media helps busy business owners harnessbrand awareness, lead generation and, of course, increasedrevenue.FoLLow US oN TwITTEr.@ScALAbLESocIAL
YyoutubeAccording towatch over six billion hours of video each month. Of course a portion of thosevideos are of kittens and babies — however, people use the channel every day tosearch for content that helps solve their problems.opportunity to help reach your audience. Most businesses mistakenly think thatappropriately. Oftentimes video content is perceived to be more approachable andSUbmITTEd by STEvE JAmESSTrEAm crEATIvEStream Creative is an inbound marketing agency and HubSpotcampaigns, print and interactive design, and social media. Theteam takes great pride in creating multi-channeled marketingcampaigns which grow brands and create loyalty amongFoLLow US oN TwITTEr.@STrEAmcrEATIvEconsumers for the businesses they serve.
ZzenWe can think of no better term to capture the spirit of inbound marketing!best inbound marketers know how to get out of their own heads, stop selling,and develop content that is truly helpful to their audience. When you can achievebed. Get involved in charity work, a long lost hobby or crack open a physicalSUbmITTEd by kATHLEEN booTHqUINTAIN mArkETINgQuintain Marketing is a full service inbound marketing agencythat offers growing companies a one stop shop for all of theirmarketing needs.FoLLow US oN TwITTEr.@qUINTAIN
coNcLUSIoN.As more and more people are introduced to inbound marketing,the community of creative, calculated, analytic marketers grows. Ais prospering. Companies are building their brand in new, innovative,and effective ways that allow them to carry on a two-way discussionwith customers and prospects. Finding ways to encourage customers todiscover them instead of paying their way into their homes, mailboxes,and internet browsers.As you learned from the ABCs, inbound is an evolution of smarter,technologies and tools like blogging, social media, email campaigns, andgreat, strategic content to reach people that were previously unavailable.solve a problem instead of trying to persuade them to change their lives,buy your products, or use your services.The idea that people would embrace marketing messages is largelyforeign to most people. But the idea that they would willingly engageor even seek out a brand that not only solves their problems but alsoof our daily lives.
This is the new world of marketing, one where people have their needsmet and their questions answered.click here to learn more, too!TIFFANY SAUDERPRESIDENT, ELEMENT THREEFoLLow mE oN TwITTEr.@TIFFANySAUdErWorking with Element Three is like having your own full-servicemarketing agency right down the hall, capable of giving you the rightblend of marketing insight, brand clarity, and creativity to achieve yourgoals.
noW You knoW Your inboundabCs . neXt time Won’t Youmarket With me?Talk to a HubSpot specialist to learn how you can apply all the essentialelements of inbound marketing to reach your business goals. Click hereto contact a marketing specialist today.TALk To US TodAy.HubSpot
InBound MArketIng. WRITTEN BY HUBSPOT PARTNERS This entire alphabet book is a collaboriation between 28 unique HubSpot Partner Agencies. Each one submitted an entry for a letter of the alphabet, provided detail on the topic and its relationship with Inbound Marketing. To learn more about the
May 02, 2018 · D. Program Evaluation ͟The organization has provided a description of the framework for how each program will be evaluated. The framework should include all the elements below: ͟The evaluation methods are cost-effective for the organization ͟Quantitative and qualitative data is being collected (at Basics tier, data collection must have begun)
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On an exceptional basis, Member States may request UNESCO to provide thé candidates with access to thé platform so they can complète thé form by themselves. Thèse requests must be addressed to esd rize unesco. or by 15 A ril 2021 UNESCO will provide thé nomineewith accessto thé platform via their émail address.
̶The leading indicator of employee engagement is based on the quality of the relationship between employee and supervisor Empower your managers! ̶Help them understand the impact on the organization ̶Share important changes, plan options, tasks, and deadlines ̶Provide key messages and talking points ̶Prepare them to answer employee questions
Dr. Sunita Bharatwal** Dr. Pawan Garga*** Abstract Customer satisfaction is derived from thè functionalities and values, a product or Service can provide. The current study aims to segregate thè dimensions of ordine Service quality and gather insights on its impact on web shopping. The trends of purchases have
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Le genou de Lucy. Odile Jacob. 1999. Coppens Y. Pré-textes. L’homme préhistorique en morceaux. Eds Odile Jacob. 2011. Costentin J., Delaveau P. Café, thé, chocolat, les bons effets sur le cerveau et pour le corps. Editions Odile Jacob. 2010. Crawford M., Marsh D. The driving force : food in human evolution and the future.
