Archive for the ‘Inbound’ Category

Customer profiling and brand building at the Advanced Engineering Show

Friday, November 15th, 2013

Advanced Engineering Show Advanced Engineering Show

The biggest and best show for the engineering sector took place this week at the NEC. The Advanced Engineering Show featured exhibitors across a range of high value and interlinked engineering and technology industries – Aero, Composites, Automotive, Auto Electronics and Printable Electronics for Industry.

Many exhibitors serve a broad range of customers with their products and services and speaking to a few, there is still a heavy reliance in the sector on repeat customers, large sales teams and word of mouth to secure future new business. The overriding challenges seemed to be that of understanding specific customer requirements and attracting potential new customers with a very niche product.

The Anochrome Group

Surface coating and finishing specialists, The Anochrome Group, supply many market sectors from structural and automotive, to advanced electronic, aerospace and telecommunications industries. The company is currently using some key inbound marketing principles on their website, offering visitors the opportunity to download seminar presentations and whitepapers in exchange for data.

However, I found that visitors only had to register once on the site to be able to download any of these materials, meaning that you never really know what product or service each potential lead has an interest in. With some great content such as they are already producing, Anochrome could be creating dedicated landing pages for each piece of content, optimising the page to get found by people searching for a problem they can help solve and capturing data with unique forms. They could use their established blog to help leverage this content by placing calls-to-action next to relevant blog posts.

This inbound marketing approach helps nurture the lead from the start of the buying decision making process until they convert into a customer.


Derbyshire based multisensor metrology company OGP UK showcased their multisensor measuring equipment technology at the exhibition, demonstrating how the equipment could solve problems for aerospace, automotive and engineering-led manufacturers.

With their advanced technology, the company has a great opportunity to start producing a number of informative ebooks or how-to-guides to offer their  insights on common problems such as time and cost savings relating to programming and inspection routines for example, educating their potential customers and building trust and credibility in their brand. Content such as this will help OGP get found organically for key phrases that people in the industry are searching for when they have a problem that OGP can help solve.

Customer profiling

It’s easy to forget that people will not always search for your product or service – what if they don’t know the precise solution you offer even exists? What if they’re not yet ready to buy?

By understanding your ideal customer profile, you can better understand what problems they are likely to have which will better inform the type of content you provide them with. Producing content with a specific customer profile in mind, particularly when working across numerous sectors, will help get you found at the research stage of the buyer decision making process and makes sure your company is front of mind when that ideal prospect is looking to purchase.

By Rhiannon Hulse

Inbound Marketing in the Technology Sector

Tuesday, November 12th, 2013

EHI Live and Commontime

Last week I attended EHI Live, a two-day conference and exhibition for the E-Health community. Though many exhibitors in the technology and software sector were solely supplying services to the NHS, there were many others that provide IT solutions to a range of other sectors, helping to make data processing and business systems much more efficient.

I wasn’t surprised to discover that this is a sector already looking at the benefits of inbound marketing and marketing automation to generate leads and drive sales, however, there still seem to be some challenges experienced in the execution of successful lead generation campaigns. (more…)

Trade Show Preview: Photonex & Vision UK 2013

Monday, October 14th, 2013

Photonex 2013

Working with some of the UK’s leading manufacturing companies in their fields across photography, technology, aerospace and power amongst others, I’m interested to find out what’s new in the photonics industry at next week’s Photonex, being held at Coventry’s Ricoh Arena.

The exhibition will bring together specialist manufacturing and technology suppliers in the industry and will feature a full conference programme focussing on new research and developments in the sector. (more…)

The six SEO metrics marketing managers should know

Tuesday, September 17th, 2013

Managing the company website on top of all the other tasks a marketing manager in 2013 needs to oversee can be a true challenge. You know you need to get found on search engines but being an expert in SEO is a job in itself.

Don’t worry. I’ve got your back. Here are the six important metrics you need to know for successful SEO. As a HubSpot partner, I’ll take you through the ways HubSpot handles these stats as well. You can request a free HubSpot demo at any point.

Keyword performance & rankings

If you sell CNC machinery it’s fair to say you probably want to be found in search engines for terms such as “CNC distributors”, “CNC sellers” or  ”CNC machine resellers” so this means optimising your website pages for such keywords. Once you’ve optimised your site’s pages, you’ll then need to know how your pages rank in search engines for each search term.


Keyword tool in HubSpot

Within HubSpot you can use the keywords tool to track your position for numerous keywords. The above graph shows you the movement for a specific keyword over time. It also provides detailed information for each keyword such as the volume of monthly searches for that keyword as well as a difficulty score telling you how tough it is to rank well for that phrase.

Organic search traffic

Organic search is simply the amount of unique visitors that arrive at your website from search engines excluding visitors from paid search listings. It’s free traffic. All those visitors coming to your website from those high ranking search pages you recently optimised count as organic search traffic.

Organic Search in HubSpot sources tool

Any decent website analytics software worth its salt will be able to give you a breakdown of the amount of organic search traffic coming to your website. Where HubSpot marks itself out as being different is that it can tell you how many of your recently acquired website leads came through organic search traffic and it will tell you exactly who they are.

Sources and contacts report in HubSpot

Branded vs non-branded search traffic

Knowing what search terms are driving people to your website is also particularly useful. Within your organic search results you will have branded search terms and non-branded search queries. You know that people will arrive at your website with branded search terms (these are searches that include your company name), otherwise you really are lacking visibility, but non-branded search terms are also very important.

Unique search terms driving traffic

Unique search terms is the list of search phrases that visitors use to find your site. Checking the breadth of search queries to your site allows you to optimise for long tail keywords that are regularly bringing people in.

It is not only the breadth of search terms that are bringing people to your site that matters but also being able to see which ones are actually converting into customers or leads. You may find that the phrase “XYZ widgets” brings lots of people to your website but doesn’t actually generate new business whereas search terms with lower visitor volume could be generating more. Doing this research gives you better visibility of where to focus your efforts.

Inbound links

Inbound links are one of the key determining factors in establishing domain authority so it makes sense that you should be monitoring your inbound links over time in order to see who is linking to your website and where new links are coming from.

Inbound links report in HubSpot

The inbound links tool in HubSpot will track and monitor inbound links into your website. Not only that but it also provides a detailed view of which pages are linked to and what the domain authority of the linking website is. It’s a very handy tool for tracking link building efforts.

Conversion rates from organic search

The metric that ultimately counts is how many website visitors actually became leads. How many people spoke to your sales team or exchanged contact details with your business?

Tracking such stats using standard analytics software can require you to be a power user. However, with HubSpot you can track the whole process from the initial search query that brought a lead onto your site through to the last page they looked at and everything in between.

What are you waiting for? Request your free HubSpot demo today.

By Martin Broadhurst

The three top reasons to have a corporate blog in the UK

Thursday, September 12th, 2013

Blog World Expo 2008

B2B companies that blog get 67% more leads/month than those that don’t. Sounds good, right? A fact such as that should make the case for corporate blogging without any need for further arguments but I know you didn’t come here to see one stat and then leave feeling satiated. You need to convince your Chief Executive that blogging makes sense. I get that and I’m here to help.

1)      Blogging provides huge SEO benefits

Getting found online is the absolute first part of a successful digital marketing campaign and this typically starts with being visible in searches for relevant keywords. Those ten coveted spaces on Google’s page one search results are worth their weight in gold so you need to make sure you have a strategy for getting on those spots. (more…)

British B2B companies using social media: Land Securities Group

Friday, August 2nd, 2013

This is the second instalment in a series of posts looking at the way that some of the biggest B2B companies in the UK use social media.

Land Securities Group are a UK based commercial property company who manage 29 million square feet of shopping centres and office space around the UK. Their website is filled with resources in the forms of reports and press release related to their industry so they are clearly a company who understands the value of content. So how are they using social media channels to distribute all this content? Read on to find out…


When I viewed the Land Securities group company page on LinkedIn I have to say I was surprised. Not pleasantly surprised either. The company employs a not insignificant 656 people yet none of them – not even a summer intern –  seems to have been tasked with creating a LinkedIn profile that reflects the business in any way. The LinkedIn page has no products listed, no updates linking to relevant news and, most surprising of all, no careers section. The website makes it clear that employees are highly valued within the company so it seems like a missed opportunity not to utilise the careers section within the LinkedIn company page. It wouldn’t take much to greatly improve their LinkedIn presence.


Land Securities has no Facebook Page that I can see.


I really like what Land Securities Group have done on their YouTube Page. Not only have they managed to get the basics right with the design of the page but they’ve also organised their video uploads by using the playlists feature properly. They introduce us to their buildings, highlight their corporate social responsibility programmes, get us closer to the executive team and provide a company showcase. In terms of providing a clear set of videos, this does the job. I can’t fault this YouTube channel if I’m honest.


Another surprise was provided by the Twitter page and this time is was a pleasant one. Land Securities Group tweets often although there are often large gaps in between updates. The content they share tends to be industry news and retweets from a wide range of industry sources, which is good although the content is a little dry and could be made more engaging with the use of more visual, infographic style posts. What was especially surprising, was that they actually respond to negative tweets. I hadn’t anticipated that.

In summary

Land Securities Group are doing the basics of social media marketing well but there are definitely areas which they could improve upon. They already produce content related to an important sector in the UK economy so I would like to see some of these insights turned in to accessible bite-sized pieces of content in the form of infographics or motion-graphics videos to increase their content’s reach. The company LinkedIn page should be updated to focus more on recruitment and careers to bring it in line with their website which has a very detailed, well presented careers section.

How British B2B companies use social media: Anglo American

Wednesday, July 24th, 2013

This is the first in a series of posts looking at how some of Britain’s biggest B2B companies are using social media within their organisation. 

Anglo American Logo

In January 2012 the British mining giant announced via YouTube it would be entering the world of social media to “have conversations with people” and “to show what we’re about.” What does this actually mean though?


On Facebook almost every post features a high quality image and a question. Each post offers a nugget of information related to the mining industry and appears to be pitched perfectly for a Facebook audience where many fans of the page may have a passing interest in the mining industry without having great technical expertise. Did you know Metallurgical coal is primarily used in the steelmaking industry, making such items as cutlery?

Four startlingly obvious ways to segment your B2B email marketing lists

Monday, July 22nd, 2013

Email marketing statistic

Consider this: The reason why 40% of email subscribers mark email as spam is not because they did not know who sent it, but because what was sent was irrelevant to their needs.

With such high levels of email being marked as spam the need for well segmented email marketing lists is clear. In order to get the attention of your recipients you will need to give them something relevant to their personal situation, goals or challenges. After all, when you have put so much effort in to building your email marketing database through inbound marketing, it would be a shame to then be marked as spam and blocked. (more…)

Why buying email lists destroys B2B marketing campaigns

Monday, July 15th, 2013

Pen, a

When it comes to B2B digital marketing there tends to be one channel that most people will agree works and that is email. Forget social media, trade shows or print advertising; email is said to be the most effective marketing channel according to 59% of B2B marketers (Source: BtoB Magazine).

Alienate your recipients

Have you ever received junk mail from a company who personalised the envelope with a message about how you were pre-approved for a loan or credit card? Maybe it had a free pen inside. You may have even willingly took the pen and used it happily for many years, writing letters to loved ones, completing crosswords and signing cheques to UPVC double glazing companies. (more…)

Six examples of landing pages doing what they’re supposed to do

Friday, July 12th, 2013

Landing pages: they are the point at which you take anonymous visitors and convert them in to real known people with first names, last names and email addresses. They can be used for PPC campaigns, email marketing, social media marketing and SEO which is why digital marketers love them. However, a bad landing page does no one any favours. That’s why we’ve chosen six of our favourite landing pages and explained why we like each example so much.


Benefit led landing page
What’s not to like about this landing page? At the bottom we have a bold graphic telling us how to access the free download, the banner image leaves us in no doubt about what the offer actually is and this is reinforced with the book cover image we see next to the form.


Quality look and feel with a clear form that is supported with image and text well.
While this landing page still has leaks (links taking people away from the landing page) such as the top navigation, the proposition is clear: you’re requesting a demo of Curata’s software. The form is a little long but this is presumably to keep time-wasters away as they won’t bother to fill it in. This landing page is light on copy but the endorsement from a customer is strong and really drives home the value of the software. (more…)