Madison Marketing Group Blog

5 Objections to Inbound and How to Address Them

According to author Josh Kaufman (The Personal MBA: Master the Art of Business), there are five standard objections to sales of any kind:

  1. It costs too much.
  2. It won’t work.
  3. It won’t work for us.
  4. We can wait.
  5. It’s too difficult.

Forward-thinking CMOs and marketing department managers have the unique challenge of selling inbound marketing to the decision-maker — a decision-maker that may not fully understand the method, or who has immediate objections to incorporating inbound marketing into a company’s greater lead gen mix.

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How-To Tuesday: An Introduction To Facebook Insights

Transcript

Hi everyone Sam Zastrow here back with another edition of How-To Tuesday. In today’s screen cast we’re going to be talking about Facebook Insights. I’m going to give you a basic overview of Facebook’s analytics tool for pages and give you a little bit of an introduction to that so you can measure and see what’s working on your page, what’s not working, stuff like that.

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4 Common E-mail Marketing Mistakes To Avoid

How many e-mails do you send each day? How much time do you devote to each? Proportionately there is likely quite the discrepancy. And understandably so—demands are high and our time is limited. Communicating via e-mail is quick and that’s largely why we love it.

With the click of a key you can send a message to a million people (should you have so many contacts). It’s astonishing, really, but I find that too often we get caught up in the speed of this service and forget to slow down when we ought.

I receive anywhere from 10-15 e-mails each day, and in scanning them I almost always stumble upon some error—a spelling mistake, a misused word, incorrect punctuation, something which alerts me the sender of the message didn't craft it with much care. Normally, this doesn't bother me (I've been there). But were I to receive a message from a company, marketing a product or offering a service, and one of these red flags popped up, I’d hit delete pretty quickly.

So marketers take note: when using e-mail as a means of marketing, slow down. It’s easy to make mistakes when you’re moving 100 mph, but it’s equally as simple to get it right if you only take a breath. Here are a few common mistakes marketers make when e-mailing. Be wary of making them in your messages and you’ll ensure your e-mails serve as intended.

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Because I Said So!—How To Boost Authority On Your Blog

Receive this response to a comment you've made and know you've lost all power of influence. In the eyes of your listener, you have no authority. And authority is essential to swaying an audience.

Yet, unfortunately, authority is one of those many intangible qualities hard to pin down. Too often we assume it to be a by-product of position; that an impressive title (President and CEO So&SO) or high rank (First Lieutenant) ensures it. But when you consider how often we bemoan or go against our chief leaders, you realize this can’t be true. You don’t doubt someone you believe to have authority.

Authority is separate from position. You don’t have to be the biggest firm in the biz to boast it. This is especially true in digital marketing. Our industry allows small companies and unknown individuals to flourish—not because they golf with the governor, but because they know what they’re talking about and they prove it.

How?—Quite often with their blog. A blog is a great place to build authority because it allows you the freedom to focus on those areas in which you are an expert and share them easily with your audience.

Knowledge alone, however, does not secure you authority. You need to focus on how you’re presenting this knowledge in your content. These 3 tips will help:

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4 Ways To Use Social Media To Gain Your Clients' Trust

My grandma has a sign in her bathroom—“Love All, Trust Few, Do Wrong Unto No One.” The phrase has a pretty religious connotation, but interestingly enough I find it quite applicable to digital marketing.

Of the many people I like, there are some I wouldn't trust as far as I could throw them. Some are funny, yes, or a good source of the latest gossip, but not people I’d think to actually confide in.

Certain brands are deserving of your skepticism.

The same is true for brands. I happen to think Hormel has some hilarious SPAM billboards, but no way am I actually going to eat that stuff. You understand—think of all the brands you like. Those whose logos you admire or whose catchphrases stick with you long after their commercials air. Would you readily give your business to these brands?

For most of us, liking something isn't enough of a reason to place our trust in it. We won’t blow $500 on a new pair of skis because they look cool. We need more. Proof the brand is credible and its product quality.

It is the role of digital marketers to establish this trust with clients. Their task is to get them to not only “like” the brand (whether with the click of a button or nod of approval), but to invest in it. Social media offers an incredible platform on which to do this. Here’s how to start:

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Infographic: The Digital Marketing Lead Generation Process

This post was originally published in 2013, but was updated in 2017 for relevancy.

Back when we developed this digital marketing lead generation process infographic in 2013, I believe we wanted to use it as a sales tool, but decided to publish it to the blog anyway.

Although four years have passed since then, it's hard to believe how relevant this process is to digital marketing success (though I'll admit it's not properly organized).

Digital lead generation doesn't happen without hard work. It takes focus in five key areas:

  1. Planning for your campaign by developing a buyer persona and preparing your website
  2. Attracting visitors via top-funnel blog posts and other website content
  3. Converting leads via landing pages and low-funnel content
  4. Nurturing leads via email marketing and advertising
  5. analyzing campaign results via metrics reporting
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3 Ways Franchisors Can Develop A Unique Brand Identity and Voice

What makes your franchise stand out? If you don’t know, that’s a problem.

A solid brand identity is vital to the success of any business, franchises included. With many potential franchise buyers finding opportunities online, you have a limited opportunity to connect with them without the benefit of meeting face-to-face.

If you're struggling with crafting a unique voice that speaks to your customers, keep reading. This post will cover three ways you can discover your voice and use it to make meaningful connections with your prospects and leads.

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3 Tried-and-True Inbound Marketing Suggestions Reimagined

“If others are afraid to do it, that probably means it’s an opportunity.”

The above quote is good advice for inbound marketing pros these days, because as the methodology gains acceptance, the marketplace will become increasingly cluttered with software providers, agencies, and the content they spew like scrap from a blunderbuss. We’re rapidly approaching inbound marketing’s tipping point; the phrase won’t be exclusive to digital marketing circles for much longer.

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7 Ways To Make Your Brand's Content Stand Out On A Noisy Web

Here's the problem with content marketing: as more and more brands realize its value, it's tougher and tougher for yours to get noticed.

Normal, cookie cutter blog posts don't drive the kind of traffic they need to for content marketing to work anymore, even if you're carefully crafting titles for search engines and placing the right keywords in the right spots.

To stand out from the crowd (and from the competition) your business is going to have to redefine what quality content means. Here are four ways to get started.

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The Latest Trends In Content Marketing

If your business relies on inbound marketing, you can’t afford to ignore the trends. And in our industry they seem to change faster than in any other. If you’re not up on your game, customers will seek service elsewhere (all it takes is the simple click of the mouse). 

Some trends we'd do well do ignore, just not those in our own industry.

Though this truth applies to all areas of your business, from the layout of your website to the topics covered on your blog, it is to nothing more applicable than the content you produce.

Content is your primary method for engaging customers. It is through your content they find your site, learn about your services, and form an opinion of your business.

There are certain truths about content marketing that have existed since its inception, and likely always will. Content must appear professional, be of value to the customer, etc. And if your business is experiencing any success, you've likely nailed down these traits. But the nature of content marketing is changing. No longer is writing solely a means of generating traffic and providing information; it’s a method for building a brand.

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4 Ways to Adapt Traditional Inbound Marketing for Attorneys

Professional service firms—particularly law firms—are perfectly positioned to grow lead volume by investing in inbound marketing, social media marketing and other inbound friendly strategies.

Read on to learn why inbound marketing is a strategy well-suited for attorneys and four ways you can adapt traditional inbound best practices to work better for marketing your law firm.

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Break It Down: An Overview Of Client Segmentation

Digital marketers face a distinct challenge: how to appeal to a set of incredibly diverse clients. While many companies have very defined target markets (Revlon seeks out middle-age women, Columbia attracts outdoorsy folk) we offer services to all sorts of businesses.

Ask me to define our typical client and I’d be hard pressed to tell you. We work with lawyers, accountants, jewelers, and software companies alike. And while it’s great to have such a broad market, for many in the industry it can be tricky to communicate in a way that will resonate with each specific client.

Thankfully, a way exists—Segmenting.

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Why Social Media Marketing Matters For B2Bs and Professional Service Companies

One of the more frustrating aspects of my hybrid role as a social media manager, digital marketing campaign executor and digital marketing salesperson is the lack of respect many B2B companies and professional service businesses give to social media marketing.

Even some of those who realize the power of content marketing and search engine marketing have dismissed social media as a credible lead generation source for their businesses.

I'm not saying I don't understand their point of view. For businesses with visual products or the ability to offer frequent discounts and product promotions, it's easy to see the power of social media marketing. Just look at the example below I pulled from the Facebook Page of a local restaurant.

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Infographic: Why Your Business Needs Facebook

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