Thoughts from the RED Couch A blog by Jim Matuga, CEO Inneractionmedia
I was at my local grocery store yesterday and for some reason I was struck my this image:
Yes...that is the shampoo aisle at Kroger in Morgantown, West Virginia.
Things sure have changed since I was a grocery store stock boy when I was in high school. Haha.
I didn't count, but there has to be more than 100 different varieties of shampoo in this photo.
That image, inturn, reminded me of this graph I saw earlier in the week:
Pretty funny, right?
Actually, it's a pretty fair portrayal of how men and women shop and are influenced when buying products and services in 2013.
So, If you are in business and want to influence people to engage with your company, how do you do it?
The vast array of media options are overwhelming: Hundreds of TV channels to choose from, Thousands of radio stations, Pandora Internet Radio, Website banner ads, Facebook ads, Twitter, LinkedIn ads, the list goes on and on. And on...
The media landscape change has been rapid...and massive. In fact, the recent fundamental shift in the way consumers research, communicate, purchase and interact with companies and brands is the most important shift in business - ever. So, what do you do about it?
Do you continue to pour valuable resources into yellow pages advertising? Do you continue to buy newspaper advertising - does anybody even read newspapers any more? Direct Mail?
Or do you strategically identify your most likely consumer prospects and engage with them with powerful educational content that helps them in their decision making process?
Do you shout at them through a “megaphone?” that's more annoying than effective?
Or do you strategically converse with them through creative, professionally developed videos, blogs, case studies, testimonials and the like?
Welcome to "Inbound Marketing. " The best way to convert a stranger into a customer.
At it's core, Inbound Marketing is identifying your target audience persona, creating a warm, qualified lead, and nurturing that warm lead into a customer.
If you do it right, those customers become raving fans of your company. Promoters, if you will.
That’s what I refer to as “Marketing people love.”
Marketing guru Seth Godin recently opined: “Anticipated, personal and relevant advertising always does better than unsolicited junk.” How true is that?
Over the past several years, one of the things that has bothered me about online marketing is this: once we built the web site for a client, received approval and made the site live, we then handed over the keys and left the rest up to them.
However, most companies struggle with updating their site, maintaining the content, and leveraging social media, blogging, etc...when you're running a business, who has the time? At Inneractionmedia we recommend a partner-oriented approach to website development and online marketing, so we came up with a solution that makes us different from all of the other web site development companies out there.
It’s called Inbound Marketing. We call our program ENGAGE365. Our recommendation includes: HD Video content development
Website landing page design and development Inbound marketing strategy and tactics
Blogging tools and services Search Engine Marketing
Email list building and implementation
Pay-per-click (PPC) ad campaigns
Much More! We begin by creating target audience “personas” - or fictional characters who represent exactly who we want to market to.
This is a great way to totally understand your messaging, delivery, medium and sets up the creative strategy. Then, we take all the vital services you need to run a solid online marketing program and bundle them up into neat, affordable packages--with little to no up-front expense.
We include a HubSpot integrated software package, a HubSpot certified manager handling the content, and marketing of the web site and monthly analytic reports.
As you'll soon see, we don't simply build a website and hand over the keys; we work with you to make sure your website converts traffic into leads, leads into customers, and customers into REVENUE! 24 hours a day - 365 days a year.
Inbound marketing is the most effective marketing method used to generate leads and customers. By attracting visitors through search engines, blog articles, custom video, social media, and Pay-per-click (PPC) advertising campaigns, inbound marketing allows you to appeal directly to your highly targeted potential customers. To convert that traffic into leads, attractive offers are created that engage your audience.
Marketing tools such as landing pages and calls to action (CTAs) are used to capture a lead’s information. Once leads are generated, inbound marketing techniques such as email marketing and lead nurturing are put into practice. When your prospect is ready to buy, you’re at the top of their list.
Tools such as lead intelligence and advanced marketing analytics provide you with all of the tools you need to close more sales and grow your business. We combine our Inbound Marketing experience with the HubSpot software platform to be more efficient and to provide our clients with better results.
HubSpot is an all-in-one marketing software for small and medium-sized businesses that helps generate leads through SEO, blogging, social media, marketing automation and marketing analytics. This software brings your whole online marketing world together in one powerful, integrated system.
Using HubSpot, we can:
Optimize your blog and website pages to help us create great content that will help you get found
Choose keywords and find link-building opportunities that increase your website’s search rank
. Create landing pages and set up A/B testing where we try out different versions of your web pages to see which work better
. See who is viewing your website and collect information on your leads—including a full lead history, including page views, form submissions and emails.
Measure and track which source of traffic (organic search, social media, etc.) generate the most leads
. Tie your leads back to a specific marketing initiative and calculate your marketing ROI. Create lead nurturing campaigns based on specific offers
. Automate posts to enhance your social media presence.
InnerAction Media is a certified partner of HubSpot, meaning we are one of a handful of agencies that have received extensive training and earned certification in using the software to manage Inbound Marketing for ourselves and for our clients.
If you want to learn more - please click here:
Until next time...
Jim Matuga, CEO InnerAction Media
About Jim Matuga: Jim Matuga is a 33 year resident of Morgantown, WV. He graduated from West Virginia University with a BS in Advertising from the Perley Issac Reed School of Journalism in 1988. He has extensive experience in leadership positions with media companies in newspaper (The Dominon Post), television (WBOY – 12NEWS), cable (Rutter Media), direct mail (VALPAK), radio and Internet. Jim is 48 years old and is active in board positions with the Morgantown Area Chamber of Commerce, PACE Enterprises, Rotary Club of Morgantown, West Virginia BASS Federation and the West Virginia Miracle League. About inneractionmedia: iam is a 2013 Telly Award Winning Advertising Agency and Inbound Marketing Agency with proven expertise in providing marketing communications to connect organizations with their target audience personas. We have vast experience in marketing hospitals, healthcare, energy, attorneys, law firms, construction, higher education, tourism, the "expert industry", technology, banking, retail and real estate sectors. We are headquartered in Morgantown, West Virginia and serve the Pittsburgh, PA DMA as our primary market. The company was founded in 2011 by Jim Matuga and Michael Arbogast.
The agency’s expertise encompass: Strategic Marketing | Brand Strategy | HubSpot Inbound Marketing | Web Site Development | HD Video Production | Social Media Management | Google AdWords Marketing | Original Music Composition (Jingles)