CarverTC Inbound Marketing Blog

Bob Carver

Bob is the founder and principal consultant at CarverTC. He specializes in content strategy, training, and consulting on digital marketing and cloud technologies.
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Recent Posts

5 Tips to Make Lead Magnets Perform Better [Infographic]

Posted by Bob Carver on Jun 22, 2017 8:31:49 AM

Lead Magnets are content offers that entice your visitors to share their contact info to download them. We recently wrote an article how to create lead magnets that win clicks and influence customers. In that article, we covered how to make lead magnets that valuable to your target audience. But we got many good questions about the supporting structure that lead magnets require, and they require a lot of supporting structure. They need calls to action that compel visitors to click your offer. They need landing pages that have nice images, but are clean, crisp, and get to the point. They need forms that capture the right information without being pushy, and they need thank you pages that entice downloaders to continue to engage. With these things in mind, we thought we'd share five tips to make lead magnets perform better. Enjoy!

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Topics: lead magnets

7 Tips that Make Maintaining Evergreen Content Easier

Posted by Bob Carver on Jun 13, 2017 3:00:00 PM

Evergreen content is defined differently by many different content experts. Wordstream even wrote a blog post about what evergreen content is where they covered many different definitions. The one we like the best is this one, "continues to be relevant long past its publication."

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Topics: content marketing, Inbound Marketing

7 Secrets to Creating Great LinkedIn Showcase Pages

Posted by Bob Carver on Jun 7, 2017 7:45:30 AM

This article was updated June 2nd, 2017 to reflect changes in features and LinkedIn's User Interface. 

LinkedIn designed showcase pages as a way for brands with multiple products and services to create pages dedicated to those diverse offerings. Showcase pages are much more functional than that. They can be used to target any customer or client segment. But there are some rules and some limitations. For example, you can only create showcase page names that aren’t taken. Many people have written about showcase pages. In this article, I’m going to share seven tips we’ve found help our clients create focused, and compelling pages that gain followers, drive traffic and increase conversions. 

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Topics: LinkedIn, showcase pages, content marketing

How to Increase Social Selling Success Using LinkedIn Sales Navigator

Posted by Bob Carver on May 11, 2017 11:23:36 AM

This post was updated in May of 2107 to address changes in UI and features in both LinkedIn and Sales Navigator.

LinkedIn Sales Navigator is LinkedIn’s sales tool. It’s a different subscription and experience than LinkedIn that’s designed specifically for social selling giving salespeople access to LinkedIn’s mountain of B2B data.

You can still do social selling with both the free and premium versions of LinkedIn, and many people do. We wrote the first version of this article in 2015, because, our clients didn't understand the value of Sales Navigator compared to the free and premium versions of LinkedIn. Lots of articles explained that the tool was “worth it, if you had the right process.” That really didn't answer the questions about the value, or what it takes to get the most out of it. 

Since we first published this article LinkedIn and Sales Navigator have gone through major user interface changes, and some features that were available in both the free and premium versions are now only available in Sales Navigator. Moreover, LinkedIn has added some nice features to the tool, which make it easier to use, and the platform's B2B data more accessible.

In this article, I’ll compare Sales Navigator to regular LinkedIn. I’ll show you the experience, tell you what's changed, show you how to use the new features, and show you examples of what we consider the killer features. Finally, I’ll walk you through a couple of social selling “Wow” scenarios that illustrate how Sales Navigator can be a powerful social selling tool.

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Topics: b2b, LinkedIn Sales Navigator, SocialSelling, sales

The Essential Guide to Creating Buyer Personas

Posted by Bob Carver on May 4, 2017 3:14:38 PM

We spend a lot of time with our clients helping them define their target audience, and building detailed buyer personas so that their marketing content and messaging will resonate. Because, when content and messages resonate, they fill the inbound sales funnel with more high-quality leads, that turn into more customers. On our blog we've written extensively about the tools and processes required to implement inbound marketing campaigns. We've also written about the need to create more detailed personas, which we call funnel stage personas. Now we've taken our knowledge and experience and put them into a comprehensive ebook that contains resources, templates, and our process -- everything you need to easily organize your research to create your detailed buyer personas that enable your inbound marketing campaigns to achieve real results

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Topics: Inbound Marketing, Buyer Personas

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

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