Last year, we took you through the best inbound sales tips for 2017. In HubSpot’s “107 Sales Statistics to Help You Sell Smarter”, they also snuck in a few marketing statistics that we think are relevant for anyone looking at inbound marketing in 2018. Here’s our take on the best inbound marketing tips to get you geared up for a brilliant inbound marketing year in 2018.
#1 “The best times to email prospects are 8am and 3pm”
Now, take this piece of advice with caution. It is important to test different times of the day, as well as on different days, to find out what is the most effective time to contact your cohort via email. It is important, for example, to think about your buyer persona. Say your buyer persona is a student – is the best time to email them at 8am on a Monday morning? We think not. However, this could be the perfect time for a CEO to receive an email.
2018 tip: Put yourself in your buyer personas shoes and think about when they would want to receive an email. Find the optimum time by monitoring open rates.
#2 “Email marketing has 2x higher ROI than cold calling, networking or tradeshows”
Reinforcing our previous point about making sure your emails are going out at the right time to the right group of people, email marketing can get results. Time and day are not the only things that you can test – play around with content and subject headings too and don’t be disheartened if at first, you don’t succeed. That’s not to say don’t spend time on the other marketing activities – however, we’ve never been huge fans of cold calling. Do you take those calls?
2018 tip: Focus more energy on creative, targeted, email marketing
#3 “33% of email recipients open emails based on subject line alone”
Creating an enticing, short, and to the point subject for your email will help drive open rates. Open rates are a good indication of the strength of a subject line – however, they don’t measure the success of the actual content. To measure how remarkable your content actually is you’ll need to find out the click-through-rates on your Calls to Action (CTA’s) within the email. HubSpot has written a blog on aims for CTAs, which are again dependent on company size/industry.
2018 tip: Play around with subject titles and use A/B testing to determine what content style is preferred
#4 “Visuals are processed 60,000x faster in the brain than text”
They do say a picture is worth 1000 words after all. Visuals, alongside whitespace, are a great way to break up content like blog posts and increase readability. Images in a blog post are also an extra way to optimise the page for search engines, as the image alt-text should be your chosen long-tail keyword. Doing so will return your visual when anyone does an image search of your long-tail keyword.
2018 tip: Choose images that are relevant to your content to maximise readability and SEO
#5 “68% of consumers feel more positive about a brand after consuming content from it”
This stat is all about building trust. Once you’ve attracted your ideal buyer persona, converted the right leads, the next step is to transform those leads into customers. Providing relevant, educational content can build trust with a prospect and help them become more ready to buy. Blogging is a great way to do this and can help you stand out as an industry expert in your field. The inspiration for blogs can also come in the form of having a quick sneak peek at what your competitors are blogging about.
2018 tip: Think about what your buyer personas would want to know about those topics. Evaluate which content is performing best to decide what to blog about next.
#6 “Businesses with websites of 401-1000 pages get 6x more leads than those with 51-100 pages”
Websites with a lot of content relevant to their field perform better on searches. Every time you write a new page or a new blog post, it’s one more indexed page on your website. That’s one more opportunity for you to show up on a search engine and organically drive traffic to your website. Using proper SEO etiquette can aid you in becoming discoverable for your chosen topics.
2018 tip: Blog, blog then blog again!
Throughout this blog post on the top inbound marketing tips, we’ve mentioned putting your buyer personas first a lot. We’re not trying to bore you; we just know that keeping them centred in every inbound marketing decision you make in 2018 is a recipe for success. Evaluate who they are, what they’d like to receive, produce remarkable content based on this then you can’t go wrong.
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