What is the Buyer's Journey?

August 27, 2015

“The Buyer’s Journey.” It sounds kind of epic, doesn’t it? The type of thing that – with an unlimited budget – we could illustrate with a rock opera or a cartoon. Instead, we’ll save you time and save us time and money by explaining the concept of the buyer’s journey in less than 600 words. What […]

What is a Buyer Persona?

August 25, 2015

Think about the last book you enjoyed. Maybe it one of those quick-to-read potboilers they sell at the airport. Or was it a rich historical saga, the type of thing that makes critics’ best-of-the-year list. Both types of books connect with readers, in part because their authors tailored their work according to the audience. Wolf […]

How Inbound Marketing Can Improve Your Employees Performance

August 18, 2015

We’ve talked often about how inbound marketing helps manufacturers reach new customers. But today we’re taking a different path: how inbound marketing can make your company be better at what it already does. Here are five ways that the principles of inbound marketing can lead to a more innovative, responsive company: 1. You’ll Get More […]

Inbound Marketing - An Overview for Manufacturers

August 17, 2015

Whether you manufacture big pieces of machinery or tiny widgets, there are people who are interested in how the things you make get made. Inbound marketing is a powerful tool for manufacturers to use to tell their story. It may not be everybody. But that’s just like life. If you’re at a party, and try […]

How Manufacturers Can Build an Inbound Marketing Machine

August 14, 2015

Think about the last conversation you had about buying a new car. We’re willing to wager someone brought up the idea of shopping around on-line before visiting the dealership. Today’s consumers are self-educators. The average consumer consults 10 sources before making a purchase, according to Google Analytics Advocate Adam Singer. In the business-to-business world, 94 […]

Why Manufacturing Companies Shouldn't Ignore Inbound Marketing

August 12, 2015

Do you think inbound marketing doesn’t matter? Consider your DVR. Do you watch the ads that are recorded along with your favorite show, or do you fast-forward through them? Studies show that 86 percent of people skip TV commercials. It’s one of several signs that consumers are turning away from traditional outbound marketing methods: More […]

8 Kinds of Marketing Videos For Private Schools

July 21, 2015

Parents who go in search of private schools for their children will likely start their search online. What will they see when they find you? With luck, you’ve already established an inbound marketing campaign that utilizes search engine optimization, content marketing, social media and video. It’s that last point we’d like to focus on. Last […]

How Video Marketing Improves Private School Enrollment

July 16, 2015

Video is fast becoming the dominant form of content on the internet, and you’d have to try pretty hard to find a business that wasn’t using some sort of video to sell its product. Realtors put videos of homes on-line in order to give clients a virtual tour. Online retailers use videos to share their […]

How to Ensure Your Content Marketing Connects With Your Prospects

July 14, 2015

Your company is in the business of making things, but it’s run by people. Does the content on your website reflect that? If you said “Yes,” then that’s great. This post isn’t for you. If you said “No,” don’t worry. There are ways you can — to borrow a phrase from The Police — “rehumanize […]

Disaster or Delight: Responding to Social Media Complaints

July 9, 2015

Everyone stops to stare when they see a car crash. The same sort of idea applies to social media and bad customer service: if your company screws up and a customer complains on Facebook, Twitter, etc., chances are a lot of people will engage in a bit of online rubbernecking. Think of director Kevin Smith […]

Year: 2015