CarverTC Inbound Marketing Blog

50 Conversion Optimization Tips to Ignite Lead Generation

Posted by Bob Carver on Aug 10, 2018 10:05:38 AM

Most of our clients want more traffic and more leads. One of the main reasons we get hired is to either put in place an inbound marketing structure and process or to optimize marketing processes that are already in place. Clients ask what they can do, what small tweaks they can make in content, in landing pages, in forms, to get more clients, and more conversions. In response, we've created a new strategy guide: 50 Conversion Tips to Ignite Lead Generation. In it, we provide insights that will help your content, website, and other online channels start generating high-quality leads right away. At every step, we give you tips and examples from our own experience and from industry experts to optimize content, calls-to-action, landing pages, opt-in forms, and thank you pages. This strategy guide can help you increase both the number and quality of leads you capture!

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Topics: lead generation, conversion tips

How to Create the Right Content for each Stage of your Inbound Sales Funnel

Posted by Bob Carver on Aug 3, 2018 11:45:29 AM

Inbound marketing is difficult. You've got to get visitors to come to your website, look at your content, and keep coming back for future content. Hopefully, some of those people sign up for offers you promote, move down your funnel and become customers.

Personas are an essential component of inbound marketing. Personas define the prospects you're trying to reach, their challenges, goals, even the keywords they use to find products and services. The information gathered about personas is used to guide content creation. 

We found the many personas, either because of how they're created, or how they're used, come up short. They're often good at informing and guiding top-of-funnel (TOFU) content. However, they do a poorer job informing middle-of-funnel (MOFU), and bottom-of-funnel (BOFU) content. MOFU and BOFU content, and content offers are critical to turning leads in to opportunities and opportunities into customers. In this article, we'll explain how funnel stage personas can help you create the right content, for each stage of your inbound sales funnel.   

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Topics: Inbound Marketing, Marketing and sales

11 Post GDPR Tips to Help Compliance, Conversion Optimization, and Sanity

Posted by Bob Carver on Jun 7, 2018 6:31:36 PM

Well, we're past May 25th and we're still here. Solo wasn't quite what we'd hoped but we survived the GDPR go live date!

Wait. What? GDPR?

While many have been focused on GDPR, it's ramifications, and how to continue time-tested marketing and sales techniques as GDPR compliance requirements go into effect, for many others, especially those outside the European Union, the second sentence of this post sums up their feelings on the subject.

It's not that people were surprised about it. You had to be living in a cave not to hear about GDPR. But, while some guidance, like the use of cookie banners has been straightforward, other guidance has been a little squishy. Like that bit about make sure you collect the right opt-in information from EU residents, no matter where they're accessing your site from.

Barry Levine wrote an interesting article about some of the unintended consequences of GDPR that are already popping up. Some large brands bending over backward to comply to the point of removing key features from their software to avoid potential stiff penalties for violations. Other companies forging a path through the murky recesses of GDPR articles for their own survival. Many are taking a wait and see attitude hoping clear guidance will present itself. After bringing our company and some of our clients into compliance (or mostly compliance), we're sharing 11 post GDPR tips to help compliance, lead generation, and sanity.

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Topics: content marketing, GDPR

4 Signs Inbound Marketing Can Help Your Organization Grow

Posted by Bob Carver on Jun 5, 2018 6:43:43 AM

Our digital agency does a lot of different types of marketing, but inbound marketing is our bread and butter. We like inbound so much because we feel it provides some of the best and most predictable results in digital marketing.

If you're not familiar with inbound marketing, here's a brief explanation. You create content that is published on your blog and in other places and promoted on social media. That content improves SEO and drives traffic back to your website where visitors see other content offers and contact offers. Some visitors will give you an email and phone number to access those offers. They become leads, and you can then drive the sales process and turn them into customers. We even created an infographic that explains how it works.

But we don't recommend inbound marketing for all of our clients. Why not? It's not a good fit for every business or every brand. How can you tell if inbound marketing is something your brand should consider? In this article, I'll walk you through our qualification questions designed to show 4 signs that inbound marketing can help your brand generate leads.

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Topics: Inbound Marketing, hubspot, inbound sales

5 Tips for Revising Content to Work with a Pillar Page [Infographic]

Posted by Bob Carver on May 1, 2018 10:41:36 PM

Creating a pillar page is one of the best ways to boost SEO for core services you offer. One of the fastest ways to build a pillar page is to create it from content you already have.

There is one catch, you should revise any content you use so that it aligns with the pillar page. While you're at it, you should refresh the content so that it's current. In this infographic, I share 5 tips for revising content to work with a pillar page

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Topics: content marketing, seo, Pillar Pages

How to Measure, Track, and Optimize Pillar Page Performance [Infographic]

Posted by Bob Carver on May 1, 2018 9:56:25 PM

We've been talking a lot recently about how pillar pages can boost SEO for core services you offer. Brands that have published pillar pages are glad once the content is complete, and they've started promoting the page and the cluster content. That's when you'll see the SEO and lead generation benefit. But to maximize that benefit, you need to track performance.

Like other marketing campaigns, you should measure and track the performance of your pillar page campaigns. Because, like other marketing campaigns, pillar page campaigns are fluid. By tracking and measuring performance, you can adjust your content and promotion maximize SEO and lead generation. 

In this infographic, we show you how to measure, track, and optimize pillar page performance.

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Topics: content marketing, seo, Pillar Pages

How to Publish, Promote, and Monitor Pillar Page Content to Maximize SEO and Reach

Posted by Bob Carver on May 1, 2018 9:27:52 PM

Pillar pages are a great way to boost SEO for the services you offer. There are three general phases in a pillar page campaign; planning, content creation, and promotion. You need to do the planning, and your content needs to be great, but promotion is perhaps the most important part of a pillar page campaign.

While just having a pillar page with links pointing to it from your separate content pieces will boost your SEO, you can get much more traffic, and generate more leads, if promote the pillar page and the pillar content correctly.

To get the most traction and best results from your pillar page you need to use a promotion strategy that keeps your topic top of mind with your audience. You should also monitor performance so that you can optimize your pillar content and promotion schedule. In this article, I'll break it all down for you and tell you how to publish, promote, and monitor pillar page content to maximize SEO and reach.

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Topics: content marketing, seo, Pillar Pages

How to Map Pillar Page Topics to Keywords for the Best SEO Boost

Posted by Bob Carver on May 1, 2018 9:12:19 PM

Search engines have evolved. Keyword usage alone no longer guarantees you'll rank for the core services you offer. Search engines are now much better at determining user intent from search queries. This change is so disruptive that HubSpot changed its approach to boosting SEO rank to pillar pages. 

Creating clusters of content that link to a comprehensive pillar page on a related core topic signals search engines that you are an authority on that topic. That boosts your SEO rank for that topic. We're so enthusiastic about this we even built a guide on how to do it.

Keywords, however, still have a role to play. When you're choosing the core topic for your pillar page, and when you're selecting subtopics, it's best to select longtail keywords that your domain can rank for. In this article, I'll show you how to map pillar page topics to keywords for the best SEO boost.

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Topics: content marketing, seo, Pillar Pages

How to Create a Pillar Page from Content You Already Have

Posted by Bob Carver on May 1, 2018 8:25:58 PM

Pillar pages are a great way to boost SEO rank for the core services you offer. A pillar page provides in-depth coverage of a core topic and is supported by clusters of content.

Each piece of content in the cluster links back to the pillar page helping build your authority for the topic with search engines. In fact, it's recommended that you publish 8-22 pieces of content on your core topic.

The initial reaction from many marketing teams is, "that's a lot of content!" It is. Especially if you're building it from scratch. An easier way is to create a pillar page from content already have. There are a couple of ways to do that. In this article, I'll walk you through both.

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Topics: content marketing, seo, Pillar Pages

Creating Killer Pillar Pages: 8 Hacks to Optimize Pillar Page Engagement

Posted by Bob Carver on May 1, 2018 3:53:41 PM

Pillar pages are a great way to boost SEO rank for core services you offer. It's an approach based on how search engines have evolved from simple keyword matching to determining user intent.

There are a lot of steps that go into making a great pillar page. You have to decide on a topic, create the content or reuse content you have, build the pillar page, and promote it.

Pillar pages, by definition, cover a single topic in-depth through subtopics that make up topic clusters. That means a pillar page is perhaps the ultimate in long-form content. The pillar page should be easy to find on your site. It should be easy for visitors to find subtopics they're most interested in, skim and consume the content overall. You should also put controls in place to make sure people don't get lost on such a long page. In this article, I'm going to give you 8 tips for creating killer pillar pages that are structured to optimize engagement.

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Topics: content marketing, seo, Pillar Pages

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