CarverTC Inbound Marketing Blog

How to Create Lead Magnets that Win Clicks and Influence Customers

Posted by Bob Carver on Apr 10, 2017 4:58:08 PM

Lead magnets, often called content offers, are something we've all seen. From free ebooks, to templates, to other gated content that's offered alongside blog articles, and other content. They've become a standard part of social media marketing. Barry Feldmanrecently wrote an article that explains how important they are. If a website visitor clicks and gives you their email address, they become a lead, and you have the opportunity to move to more personal email conversations. 

The issue is, with the sea of content that's out there, there is also a sea of content offers, so how do you make yours stand out? If that problem weren't hard enough, you need to do more than just get the click. You want that content offer to resonate. You want that lead to see your expertise, and the value you offer so that they will want to come back for more. Either more content, or for a conversation in email, or for a meeting.

Good lead magnets have to draw visitors in and get that click, entice them to download, then sell them on your value while helping them solve their problems. It's not easy. In this article, we'll break down how we design lead magnets that win clicks and influence customers.

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Topics: Inbound Marketing, Marketing and Sales Integration

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

Posted by Bob Carver on Mar 24, 2017 8:31:34 PM

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

The Difference Between Inbound and Content Marketing Explained

Posted by Bob Carver on Mar 9, 2017 3:03:06 PM

My company, CarverTC, is an inbound marketing company. People often ask, "what's the difference between inbound and content marketing? Don't you do content marketing?" Yes, in fact, we do content marketing, but the terms inbound marketing and content marketing are not interchangeable. Content marketing is a component of inbound marketing. Inbound marketing is so much more than content marketing. Inbound marketing is a set of tools, technologies, and processes that work together to generate traffic to your website, and from that traffic leads, that you will eventually convert into customers. Stated another way, inbound marketing is the way you make your website earn money for you. But, in my opinion, inbound marketing is the best, and most accessible process-driven methodology that can consistently help you sell your products and services online. In this article, I'll break down the simple, essential components of inbound marketing, and why you need them. 

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Topics: Inbound Marketing

Marketers: Get to Know DMI Experience Based Digital Marketing Training

Posted by Bob Carver on Feb 24, 2017 8:48:08 AM

CarverTC does inbound marketing and content for technology companies. We're also a Hubspot partner agency. Last year we decided to formalize the ad hoc and by request training that our customers asked for and publish a schedule of public classes. We've just updated the schedule with the classes we're running through the end of June. I'm happy to say that we've now added three digital marketing and social selling classes created by the Digital Marketing Institute (DMI). We feel DMI classes are exceptional, and they are backed up with certifications. I know our clients will ask why we chose DMI curriculum, so we thought we'd answer that question on our blog. In this article, we'll tell you why DMI classes are great, how their certifications work, and a little about the classes on our schedule. 

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Topics: DMI Digital Marketing Training

4 Website Design Choices that Help Inbound Marketing

Posted by Bob Carver on Feb 21, 2017 1:51:30 PM

We just finished updating our website. It was a minor update not a major redesign. In this six month tune up, we tweaked messaging, optimized for SEO, took down stale pages, and added several new ones to better explain our services. We recommend our clients do these types of tune ups regularly as well. In many cases, we facilitate this work for them. When we do, and even when did our own website update, we have many discussions around website design. Should the site have more pages or fewer? Should it be an interactive experience for anyone who visits? How much menu navigation should there be versus on page navigation? While these may sound like difficult design decisions, we don't think they are. Not if you recognize that your website is really just a tool to help you achieve your marketing and sales goals. Your website should help people find you, explain how you can help them, and help turn those visitors into leads or even customers. In this article we'll look at 4 website design choices that help inbound marketing.

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Topics: Inbound Marketing, website design

4 Keyword Selection Tips to Improve SEO [SlideShare]

Posted by Bob Carver on Jan 24, 2017 6:52:54 AM

We recently published an article where we explained why we devote so much time in our campaigns to finding the right keywords. The article lays out the importance of selecting the right keywords, how keywords are used by search engines, and how selecting the right keywords can help drive search traffic to your site. Simply put, the difficulty, and opportunity, with keywords is to find some that are relevant in your industry and describe the products and services you offer, while differentiating your content to search engines. If you do this right, you improve SEO for your content, and your website, and get much more traffic. That article has been so well received we decided to make a companion SlideShare to explain the key points. Enjoy.

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Topics: content marketing, keywords and seo

6 Tips to Help B2B Businesses Manage Digital Channels over the Slow Holidays

Posted by Bob Carver on Dec 19, 2016 5:25:26 PM

We get asked a lot of questions this time of year about how businesses should manage their social media accounts over the end of year holidays. These questions come from non-retail businesses. Retailers are in full swing in social media, and on all their other channels at this time of year. But for other businesses, the landscape is different. As employees take time off, and customers shift to holiday activities and retail shopping, there is often a turn down in web and social traffic, as well as community activity. So, with less traffic, and fewer people to engage, what should you do? In this article I’m going to talk about some options for changing your engagement strategies around the holidays to accommodate work and life realities, and get better results with less stress. 

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Topics: b2b, social media, social media management, community management, content marketing, holiday

Top Budget Expense and Cuts from The Star Wars Universe [Infographic]

Posted by Bob Carver on Dec 16, 2016 10:13:38 PM

Just for fun we're going to piggy back off of the Rogue One release. We're all Star Wars junkies at CarverTC, and we had a lot of fun building this infographic. Once we started, we couldn't stop. The Top Expenses and Budget Cuts of the Empire / First order, and Rebellion / Resistance.  - Enjoy!

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Topics: star wars, rogue one

4 Keyword Selection Tips to Improve SEO

Posted by Bob Carver on Nov 21, 2016 1:28:38 PM

One of the first things we do when we’re launching a campaign is to search for keywords. Many content and digital marketers don’t give this activity the time and energy it truly deserves. How hard can it be? You pick keywords that are popular in your industry, and that describe the products and services you offer. But that’s only half of the equation. The easy half. The problem is, all your competitors are doing the same thing. Which means the keywords you select may be the same ones your competitors are using. The result? Your content gets thrown into SEO indexing algorithms with nothing to make it stand out.  When competing against larger, more established brands with a larger online presence, your ranking for those keywords might put you several pages deep in search results. The difficulty, and opportunity, with keywords is to find some that are relevant in your industry and describe the products and services you offer, while differentiating your content to search engines. With some effort, your brand can rank for those keywords and get found at the top of search engine results pages. In this article, I’ll lay out four keyword selection tips to improve SEO in your digital marketing. By doing so you’ll improve your overall SEO, help your content and brand be found online more easily, and drive more traffic to your pages.   

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Topics: content marketing, keywords and seo

Why You Need a True Editorial Calendar to Execute Great Content Strategy [Infographic]

Posted by Bob Carver on Nov 1, 2016 4:42:25 PM

Most online marketers agree that an editorial calendar is a must for any organization that's serious about content marketing. I'm going to take that a step further and say just having a spreadsheet, or using Google Calendar, or some other tool that isn't designed specifically to be an editorial calendar puts your brand, and your marketing at a disadvantage.  My editorial calendar is the only tool that stresses me out when I don't look at it for more than a day, and the only tool that gives me that zen feeling about the content marketing pipeline for my company and our clients. When we were was using static tools a few years ago I had all of the stress and none of the zen. There are lots of options out there from CoSchedule to ContentDJ and others. We use, recommend, and love DivvyHQ. We put together this infographic to show why you need a true editorial calendar to execute great content strategy. Along the way we'll show you the insights and capabilities that make it an indispensable tool for serious content marketers.

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Topics: content process, content marketing, digital marketing tools

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