Inbound Marketing Blog

Kelsey Meyer

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Keyword-Driven SEO Is Dying. Here’s What Marketers Should Do.

Posted by Kelsey Meyer on Jan 22, 2018 9:54:00 AM

For years, SEO conversations have revolved around the use of keywords, but today we are beginning to see the decline of the keyword craze and the growth of consumer-influenced content.Google’s focus is narrowing in on user experience. This means the search engine is now more concerned with how users interact with the search tool and what they do after the search than how closely the words in their search queries match the words used on website pages.

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Topics: SEO

Google Extended Meta Description Length. What Can You Do?

Posted by Kelsey Meyer on Dec 30, 2017 8:49:00 AM

In November 2017, Google extended the length of meta description that displays in their search results. A meta description is the short explanation of what a person will find if they click the link to a website. This description can be seen with the website link in search results on Google, Yahoo, or Bing, or on social media platforms (most notably Facebook’s). While meta descriptions aren't a direct Google ranking factor, they do offer searchers insight into what they can find on your site, which will help attract relevant visitors and can affect the click through rate to your website.

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Topics: SEO

How to Build an Email Workflow

Posted by Kelsey Meyer on Nov 3, 2017 2:53:03 PM

Email workflows are automated sets of emails scheduled to go out to a select group of contacts over a specified period of time in order to prompt them to take action. Workflows can seem like a daunting task if you don’t know where to start. The number one rule in building an email marketing workflow to identify why you’re doing it in the first place—your goal. Let’s get started!

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Topics: Email Marketing

Digital Marketing for Your Business: 21 Questions to Ask Yourself

Posted by Kelsey Meyer on Sep 11, 2017 5:43:19 PM

The most fascinating thing about marketing is how closely tied it is to your overall business strategy. A company can be in business for years before they really begin to identify or understand how they attract business. Often, in the beginning years, a business will take any work that comes its way without refining who it is they want to work with. Through a well thought out marketing strategy, you can identify who you want to work with and attract that specific type of client to you.

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Topics: Inbound Marketing

How to Identify Your Target Audience

Posted by Kelsey Meyer on Aug 3, 2017 2:12:00 PM

According to inbound marketing best practices, after determining your target audience or market, you should take it a step further and develop that audience into fictional buyers called your buyer personas.  These personas will be the focus for all of the content you produce on your website and on social media. If you can offer clear messages that resonate with these specific individuals, it will help your company attract them to your business, increasing relevant website traffic and ultimately, increasing sales.

 

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Should You Hire a Marketing Employee or an Inbound Marketing Agency?

Posted by Kelsey Meyer on Jun 29, 2017 11:20:00 AM

“Should I hire an employee to run my business’s marketing?” This question comes up often, and while there are numerous answers, one in particular stands out.

  • You’d be hiring ONE person to perform many different jobs.
  • You’d have to pay a full-time salary and employment benefits.
  • You may have a hard time finding a qualified individual who fits your budget.
  • An employee could leave your organization at any time, leaving your marketing department high and dry.
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Topics: Inbound Marketing

Interpret your website's sources report for inbound marketing success!

Posted by Kelsey Meyer on Jun 8, 2017 4:05:00 PM

Website analytics tracking systems like Google Analytics and HubSpot offer a sources or channels report that allows you to see by which avenues, or other online platforms, visitors are arriving to your website. For example, if your business is active on social media, your business’ website should be getting visitors from social media platforms. 

Your analytics tracking system will offer you data regarding these website traffic sources, but it does not tell you how to interpret these numbers—nor does it tell you how these numbers may affect your business’ inbound marketing plan.

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Topics: Inbound Marketing

Inbound Marketing 101

Posted by Kelsey Meyer on May 3, 2017 7:54:36 PM

What is inbound marketing? 

The easiest way to explain inbound marketing is to explain outbound marketing. Outbound marketing is sending a general message out to a huge audience in hopes of seeing some return (usually little).  A good example of outbound marketing is a TV or radio commercial. A commercial is very expensive, somewhat permanent in that it cannot be changed once it’s live, and it’s sent out to a huge audience that is only somewhat segmented by channel relevancy. It's very difficult to determine what kind of ROI you're getting from commercials because there is no way to track individual views or listens or know whether anyone is actively watching or listening. 

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Topics: Inbound Marketing

What Does an Inbound Marketing Plan Look Like?

Posted by Kelsey Meyer on May 3, 2017 3:30:00 PM

So, what does an inbound marketing plan look like?  When utilizing inbound marketing, you must take the whole business into account. A simple way to think of this is to imagine a fitness plan. When a person needs to become healthier, it’s more than just losing weight.

You need to incorporate numerous strategies into your regular routines in order to make a long-term difference. You’ll need to eat healthy, exercise regularly, take vitamin or dietary supplements, and commit long term to your health and wellness. A person cannot do an 8-week fad diet and expect to come out “healthy" at the end of it. In addition to that, as soon as you’re done with your 8 weeks, week 9 comes around and you put all your weight back on when you return to your old habits. 


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Topics: Inbound Marketing

How To Set Up Your Business' Google Analytics

Posted by Kelsey Meyer on Mar 16, 2017 12:39:12 PM

Why Use Google Analytics?

 Google Analytics is a free website tracking product provided by Google that allows you to see how many visitors come to your website, what sources they come from, how long they stay, and how they interact with your website. This insight into web traffic performance enables business owners to understand trends in various aspects of their web traffic over time, such as

  • Traffic growth
  • Website popularity
  • Traffic from search engines
  • Any negative changes that require attention
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Topics: SEO