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Marketing in the finance industry can be challenging at the best of times.
Sometimes when you are surrounded by endless numbers, statistics and complicated graphs, it can be difficult to allow your creative side to shine.
The finance industry is especially challenging due to the promotional guidelines issued by the Financial Conduct Authority earlier this year.
Nevertheless, nothing is impossible. When it comes to inbound marketing, there are myriad opportunities out there for finance marketers.
Here are four great examples of finance companies doing a great job.
79% of UK companies implemented inbound marketing strategies in 2014. This is a year-over-year growth of 25%.
That one stat highlights how fast inbound marketing has grown in the U.K and is comparable to the U.S adoption rate of 85%
Repurposing content is a fundamental part of inbound marketing activity. Or it should be if it currently isn’t.
Repurposing content is relatively easy and doesn’t require a large amount of time or budget, but can be really effective.
Do you repurpose your content? If not then this post explains what it is, how it will benefit your brand, and then looks at examples of three brands who are Jedi masters at the practice.
Content marketing costs less than advertising, and more people engage with it.
It sounds like a revolution but actually there are some rather unkind hidden truths in all of this.
Much like the pigs at the end of Animal Farm, with the evil predecessor gone, what’s replaced it looks… very similar indeed.
Segmentation is key for content marketing success nowadays, and as all your marketing messages need to speak to business pains, you need to ensure you develop your marketing personas so that you have a specific audience in mind and can show how you can resolve their business frustrations.
Making sure your content resonates with the people you want it to is the way to reach ‘social buyers’.
These are people who use online communities to make purchase decisions and consume research reports, social media and email newsletters, as well as more traditional channels such as event and print journals/magazines, on their buyer journey.
Two of the major digital trends of 2013 have been content and inbound marketing, both of which rely to an extent on having an effective content management system (CMS).
New research from Econsultancy and Adobe shows that although organisations are very aware that their ability to implement an effective content strategy is tied to the integration of their CMS with the other technologies, the promise of the technology far outstrips their current reality.
The data shows that 94% of businesses believe that it’s “quite” or “very important” to tie content management together with the ability to measure its performance on site (i.e. web / mobile analytics).
Digital asset management (91%) and personalisation (88%) are also seen as key areas that need to be integrated with the business’ CMS.
In part one, I looked at the concept of inbound marketing and the philosophy behind it, which is to attract and retain interested prospects with great quality content.
Here, I’ll explain how to put that into practice, using five key steps.
In this two-part article, I'll explain what it really means and why its lead generation potential is causing a stir.
The job of being CEO is no easy task, just ask any of the six men and women who have been employed in the top job at Yahoo since 2007.
So it might seem a bit harsh to suggest that alongside the massive pressure that comes with the day-to-day running of a company, CEOs should also be a figurehead for their company’s marketing efforts.
He said it’s natural that companies take on the passions, interests and eccentricities of their founders. As a result, the CEO can have a huge impact on the direction and strategy of their company’s marketing.
First off, Fishkin outlined the CEO’s main responsibilities:
In theory inbound marketing leads should be cheaper than paid leads as customers are seeking you out rather than the other way around.
But just how much money do you stand to save by increasing your number of inbound leads?
Not only that, but inbound leads also convert at three times the rate of paid leads.
And if you’re still not convinced, Volpe said that for every $1 HubSpot spends on inbound marketing it achieves a $6 lifetime value from the customer, whereas the same amount invested in paid marketing returns $2.50.
Making new friends and building new relationships when you are an adult is not easy. Anyone who has ever moved house, city or job can testify to this. There are reams of advice columns in magazines about how to do it.
Even the New York Times covered the topic in an article it published this summer. One interviewee stated she had a friend for every segment of her life.
Your website can use this basic principle to make new friends and keep them too. Designing, personalising and segmenting the content on your site for each user allows you to build a relationship with them that will last.
Your number one challenge as a B2B marketer today: evangelising the new dynamics of content marketing to the folks who grew up on old-style marketing.
There are two kinds of B2B marketers. Those who have noticed that B2B marketing has changed dramatically in the last few years and those who haven't.
The problem for those of us who have noticed: most of us are reporting to people who haven't.