Which is the best URL shortener?

We often overlook the unsung hero of our social media posts: the URL. So much effort is put into creating great content that this little string of characters gets knocked to the bottom of the list even though it can be crucial to our social media marketing and SEO. This post will cover what URL shorteners are, which ones are used the most today, and why they should be used in the first place. Continue Reading

3 Inbound Marketing Lessons from the Netflix Australian Launch

Frank Underwood, Marco Polo and Matt Murdock are heading down under.

Netflix is expanding to Australia: the service will launch on March 24 on a variety of devices, from smart TVs by brands like Samsung, Sony and LG to Xbox and Playstation game consoles.

While competitors of Netflix like Presto and Quickflix are undoubtedly concerned about losing market share, for Aussie fans of television and movies this news is overwhelmingly positive.

As cinephiles are getting ready for binge sessions of their favourite films, inbound marketers should be paying more attention to Netflix’s business model. In fact, there are plenty of things that you can learn about marketing from examining Netflix and the way that it has shifted its strategy over time to meet the demands of a developing market. After all, you don’t bring in over $1.1 billion in revenue from over 57 million customers worldwide without doing a few things right!

As the hugely popular video service gets ready to debut in Australia, let’s take a look at three of the biggest lessons that inbound marketers can learn from the success of Netflix.

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Improving landing page conversions by adjusting length

If you practice Conversion Rate Optimisation (CRO) then you’re aware of the debate over small versus long landing pages and how it misses the point. At the end of the day, different products need different landing pages. A beautiful picture with a short description might work for a wristwatch but not so much for a $2,000 software product. Long and short landing pages both have their time and place, but what if it came down to more than the product? What if it also came down to the actual person looking at the page?

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How to Create Customer-Centric Content

The inbound method hinges upon content. Without excellent content, companies don’t stand much of a chance at succeeding with their online marketing efforts.

Content is the new standard when it comes to the ways that companies attract new business. A survey by major research company RfK Roper showed that 70% of consumers would rather learn about a company through a collection of articles than an advertisement. Even though consumers understand that companies are selling something, they reported being fine with that as long as the content they consume is valuable.

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Video for eCommerce. Three tips for getting it right.

What do consumers expect today? A visually engaging eCommerce experience that manages to make them feel like it’s also personalised and aimed at them. This is especially relevant among those of the millennial age bracket, born 1980-late 90’s, also known as the “YouTube generation”.

A recent study from Digiday found that 52% of consumers said that watching videos makes them more confident about their purchase decisions. However, people are not just more confident about buying a product, they’re also more likely to share the product. Invodo states that 92 percent of mobile video viewers share videos with others. And we all know that mobile marketing is bound to keep growing. So yes, video is and will be a vital element of any digital marketing strategy.

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Creating a Buyer Persona for your B2B Marketing Strategy

To quote Kim Goodwin from Designing for the Digital Age, “[buyer] personas are archetypes that describe the various goals and observed behaviour patterns among your potential users and customers.” Personas help all – Marketing, Sales, Product – internalise the ideal customer we’re trying to attract, and relate to our customers as real humans. Understanding your buyer persona is vital to driving content creation, product development, sales follow-up and just about anything relating to customer acquisition and retention. So how do you actually make one? The good news is they aren’t super difficult to put together. Below is a guide on how to best create and define the best buyer persona for your B2B Marketing Strategy.

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Is Email Marketing the Missing Ingredient in Your Inbound Marketing Strategy?

Email tactics continue to dominate the digital marketing landscape.

According to statistics released recently by the Melbourne arm of the major global information services company Experian, both the volume and open rates of email marketing during the 2014 holiday season went up substantially compared to last year.

In Q4 of 2014, business products and services marketers sent over 20% more emails to potential customers. Perhaps even more importantly, email opens and revenues were both up during the 2014 holidays: the average email open rate went up 4.5% across all industries, and overall email revenue was up 7.4% over revenue in 2013.

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How To Prevent Bad Content From Happening To Good People

Inbound marketing is undoubtedly one of the most effective ways to market a business (93% of companies using inbound marketing increase lead generation) and being effective means regular content creation that engages. You’re a good person right? You don’t mean to bore your audience and you think “If they just got to read it all they’d realise what a smart informative person I am.” So maybe you just don’t know how to express it through your content. Sadly, that’s the reality of all content production. But what if you knew better?

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Inbound Marketing Trends to Watch for in 2015

Recently, we took a look at some of the top inbound marketing trends of 2014 that shaped the field during the past year.

It is critical analysing what happened in 2014 as we embark on a new year, but looking backwards is only looking at half of the puzzle when it comes to inbound marketing.

To fully prepare for the future, we also need to use information from the past to make predictions.

As the calendar flipped to a new year, here are some of the top marketing trends that we expect to see in 2015.

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4 Inbound Marketing Lessons Learned from 2014

With only a handful of weeks left in the 2014 calendar year, now is the time for inbound marketers to reflect on what they can learn from what happened in their field this year.

Reflection of this type is important, because it helps marketers fully understand how marketing changed in 2014 and how these changes should impact their marketing plans going forward.

2014 was highlighted by several interesting trends that influenced the theory and practice of inbound marketing. By taking some time to examine and understand the top trends in inbound marketing that played out in 2014, marketers can do a better job at preparing for the future of this quickly changing field.

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