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Digital Insight for Business Marketing

Content Marketing for Small Business – 3 Success Stories

Posted by Chris Muccio on Jun 11, 2013 2:05:00 PM

Content marketing for small businesses offers an effective way to build web traffic and drive prospects into your sales funnel. If you are running a small business, leads are very important. They help drive the sales cycle. The best way to get qualified leads is with rich quality content.

Here are three companies who have had success with content marketing for small businesses:

Company # 1: Security Management Solution Company

Problem: This company provides a specific solution to manage security incidents and events. Their earlier market was specific and narrow. After introducing a new product with a lower price, the company wanted to expand its market.

Campaign Goal: To open up their solution to a wider audience and to compete effectively against their 22 competitors. Their focus was to become the go-to website for customers who wanted information on their industry.

Work Done: The company hooked up with experts in their particular field to produce a variety of content including articles, white papers, and podcasts. The content focused on sharing information instead of hyping their products. The company implemented careful tracking of leads and their interests. This allowed sales staff to engage the prospects intelligently and effectively.

Outcome: Qualified leads increased by 171 percent within a year. The conversion rate for leads to customers increased from 42 percent to 75 percent at the same time. Revenue increased by 38 percent.

Company # 2: Law Firm Specializing in Consumer Law

Problem: A law firm had the chance to capitalize on the use of Chinese drywall in construction. The drywall caused health problems for residents of buildings where builders had installed it. 

Campaign Goal: The law firm wanted to become the go-to firm for victims of this drywall problem. Because other firms were going to move on the same issue, this firm wanted to move quickly and effectively.

Work Done: The law firm grabbed a relevant URL related to the problem. Within a few weeks, the website was full of rich content with up-to-date information added all the time. The content provided information. The mention of the law firm was subtle. With a solid SEO base of content, the law firm took to social media to spread the word.

Outcome: The law firm holds their own on the first page of search engine results. Almost 4000 unique visitors come to the site monthly. Fifty percent of the law firm's leads come from the blog and website currently.

Company # 3:  Environmentally Friendly Thermoplastic Manufacturer

Problem: This company produces environmentally friendly thermoplastics. The company faces high levels of competition from traditional thermoplastics manufacturers. Potential customers hesitated to use an untried product.

Campaign Goal: To educate potential customers on the environmentally friendly thermoplastics available.

Work Done: The company commissioned a white paper focused on the benefits and reliability of the company's products. The white paper focused on one of their customer's use of the technology. They placed the white paper on their website for customers to download and read.

Outcome: The white paper generated a great deal of interest. It caught the attention of an industry magazine who wanted to feature the company in its pages. Over 500 leads came directly from customers reading the white paper on the website. Existing customers increased their purchases after reading the innovations outlined in the white paper.

All of these companies were the small businesses trying to play with the big companies. They used content marketing to give their companies the boost necessary to go to the next level. Companies of many sizes can use rich content. When it comes to marketing for small businesses, content rules the roost.

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Topics: inbound marketing for business, content marketing for leads, web traffic, new customers, online content marketing, what is content marketing, Content Marketing, marketing for small businesses, marketing for small business, small business growth

Outbound Vs Inbound Marketing: What is best for your business?

Posted by Chris Muccio on May 15, 2013 11:19:00 AM

The web is constantly evolving and with it, so is business. Many businesses are beginning to shift a higher percentage of their marketing budgets and resources from traditional marketing efforts to focus on inbound marketing. However, businesses must carefully evaluate their industry, current marketing ROI, and buyer behavior and demographics to determine whether an inbound or outbound marketing strategy will work best for them. 

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Topics: inbound marketing for business, roi, new customers, inbound marketing, business growth, small business growth

6 Steps to Convert PPC Traffic to Leads

Posted by Chris Muccio on Apr 9, 2013 4:45:00 PM

You bought into a PPC campaign. Your website traffic begins to pick up speed. But, your sales numbers are not moving up. In fact, your lead count is not increasing either. How do you convert PPC traffic to leads?

This is actually a common scenario that hits plenty of businesses who run a successful PPC campaign but do not have the rest of their marketing plan in place and functional before the campaign opens. The breakdown point is that PPC traffic is not converting to leads. It is critical to have the tools in place before you open your PPC campaign.

Here are six steps you need to take to improve your chances to convert PPC traffic to leads:

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Topics: PPC Success, Convert PPC traffic to leads, Get the most value from PPC, leads, customer acquisition, Quick way to generate leads online, Online Marketing, Generate Leads, small business growth

Growing Businesses Use Inbound Marketing for Their Business. Here's How.

Posted by connor breen on Feb 19, 2013 7:30:00 PM

When company owners and entrepreneurs first foray into the realm of inbound marketing for business, the sheer amount of data purporting to prove the efficacy of said online marketing method can seem too good to be true. It's more affordable than traditional display marketing, more flexible and targeted than outbound marketing, and can provide more lucrative ROI compared to both. How can this be?   

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Topics: inbound marketing for business, content marketing for leads, roi, leads, new customers, inbound marketing, business growth, small business growth

Marketing Your Business Online - What is Inbound Marketing?

Posted by connor breen on Feb 12, 2013 12:13:00 PM

Marketing has seen profound changes in the past couple of decades. The past practices of newspaper advertisements along with TV and radio commercials are slowly waning. Today, in the Internet-dominated marketplace, inbound marketing for business is rapidly becoming one of the most effective forms of marketing. 

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Topics: inbound marketing for business, roi, new customers, inbound marketing, business growth, small business growth

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