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How a HubSpot Sales Lion(ess) Found Her Groove in 8 Weeks

Written by Lizzy

May 29, 2018

How a HubSpot Sales Lion(ess) Found Her Groove in 8 Weeks

Written by Lizzy

May 29, 2018

May 29, 2018

Selling is a tough thing to do! At least that is how I perceived it at first. I had no formal sales training and I knew I had to learn a new skill and find ways to engage with prospects without being a pushy salesperson.

More importantly, I wanted to step outside my comfort zone, find my groove and be the best damn partner to our agency. I heard about the Bootcamps and knew I had to take advantage of all the great support and guidance HubSpot offers for their Agency Partners. I was determined to start with the Pipeline Generation Bootcamp. I was beyond excited when I was nominated for the Bootcamp by my CAM (Channel Account Manager) Kim Lindgren at HubSpot. It didn’t just begin there I also had to fill out an application and interview with the man himself Dan Tyre he is legend and #6 HubSpot employee, but mainly an all-around AWESOME DUDE! (Yup, I said Dude LOL). He would not only be our belly of confidence, but our sales mentor throughout our 8 Week training.

When I was officially accepted to the virtual program I slapped myself (just kidding – more like I attempted a backflip that didn’t go so well), but seriously hundreds of Agencies around the world are waiting for their turn to take this intense Bootcamp and are fully committed to learning a smarter approach to their sales process. It was at that point I realized I was on my way to improving my IDENTIFY + CONNECT skills one call at a time and helping businesses to grow better.

This is how my super fun
8 Week journey started

Motivation Boards, Say WHATTTTT??? 
Yes, we began our journey with developing what was to become our Personal Motivation for this class. It really set the stage!

We created a vision board to be displayed in our own spaces, every day we can attract and emit a frequency out into the universe that activates a happy feeling (this would become a creative super power as the weeks progressed). At first, I wasn’t sure how this would tie into sales and quickly thought well at least I can’t screw this one up. Then naturally as I began the process It really was a great way to find what motivates us and also why we want to help others every day! It was my declaration to tapping into setting goals both personally and professionally.

Practice, Practice, Practice: Connect Call Intro

The first week breezed by and I could hardly wait to begin round 2 even if I had knots in my stomach. I knew we were setting the stage for digging into our inner lion and I was a baby lion at this point. I was lucky enough to be a part of all WONDER WOMEN and we marvelously honed our skills. We buddied up each week for an extra hour leveraging our Lion(ess) Partners and practiced our Connect call intros. This helped to get to know the other agencies and also to mature our skillsets together. I was learning how to connect with a strong greeting and quickly noticed the more I practiced there was a rhythm to how it sounded.

What I must not forget to mention and super important before doing all things is Get Up, Stand Up and Smile! Dan, was huge on reminding us to make certain before we make any calls that we take these steps. Releasing that tension in your shoulders does wonders he said and well, “science”. I will have to admit in the beginning I wasn’t conditioned in that manner, but quickly realized the happy effect it had on my conversations when I stood up. I also, found having something in your hands to juggle (my love of carnie life rolls deep) along with standing is an all-around added plus.

Seriously, you must try it! You can leave comments below on how it made a difference for you (maybe you can juggle on one leg, don’t be shy I really want to know). Better yet send me a video I like proof. I’ll talk about video emails here shortly. That will level up your business quickly!

Stages of a Warm Connect call

As the weeks progressed, we embarked on the stages of always be helping customers to grow better. We researched the companies, the contacts and their respective personality quadrants. Researching a pre-call by taking the time to review their profiles enabled us to see the person behind that phone call. Making it B2H (Business to Human) and building that rapport so that you can fetch up your helpfulness and hint on the research you acquired on their site.

With practice we were better equipped for resistance (when we got it)!

Prospect: Why are you calling?

Lion(ess): “I am calling to help” (PAWS, PAWS, PAWS, PAWS).

This is where standing up really helps, I could do my little CHA, CHA, CHA and it helped me to recover from the resistance and really turn the conversation around. Again, I wasn’t making that warm connect to ever qualify the prospect the goal is and continuously will Always be helping… well beyond the initial stage. Once, you can work through that resistance you can continue the conversation unlock their pain points connect with your positioning statements and recap the conversation.

Moving you to the next steps the exploratory call this is your time to really look at this opportunity as the new closing call. You should know by the end of your conversation if you are both a fit or not and if it makes sense to move forward together.

Video Emails for Prospecting

The cadence for attempts to each call you will craft and deliver targeted, timed email sequence follow ups to nurture your prospects over time. Tailoring them got even better with video prospecting emails and today we are able to grow revenue 49% faster than non-video users. It’s more interesting, human, visual and more memorable and works in every stage of the sales conversation! Plus, it’s inexpensive, and the results are impactful to your business. 

If you are not already implementing video in your emails take a look into HubSpot and Wistia’s integration, a super easy product to send quality video thumbnails in your emails. 

Big Wins and Sales Training with HubSpot

As the days turned into weeks and the knots in my stomach slowly dissipated, before I knew it we were embarking into the end of our Bootcamp journey. We developed strong sales skills, innovative techniques, from Dan our master sales lion and together we found motivation in our personalized vision boards each day. We also have the opportunity to be a part of a large ecosystem built on the premise of “always be helping”and always be asking “Tell me more about that…?”.

We had a fun time together just like Dan mentioned from day one!

We heard the big wins, little victories and even cheered on the ugly potholes. The relationships fostered what seemed like just yesterday will continue to flourish in the ever landscape of HubSpot Partners Training and beyond.

For the Agencies on the fence, I would highly recommend taking your teams and business on this journey. There is no better way to make long lasting relationships together find successes with your clients and help them GROW BETTER!

Thanks Dan and thank you HubSpot! 

ROARRRRRR!! 🦁

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Content Marketing and Growth Driven Design for Recruitment Agencies

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Both content marketing and growth driven design for recruitment agencies are equally important. Growth driven design methodology is the best way to maintain a consistent conversion cycle on your website. If you constantly improve your website based on your visitors...

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How a HubSpot Sales Lion(ess) Found Her Groove in 8 Weeks

Written by Lizzy

May 29, 2018

May 29, 2018

Inbound marketing happens when an internet user searches for a keyword related to your specific industry. 

When the customer seeks out you as apposed to you seeking out the customer, you can erase the confrontational nature of the sales process. You will become the master of your own destiny! Sound good? It really is amazing the way psychology plays a role in the sales process. When a client or candidate finds you as opposed to you cold calling them, the whole game becomes much more enjoyable. Here is all you need to know about Inbound Marketing for a Recruiting Firm. 16 ways to start today.

The reason that inbound marketing is perfect for the recruitment industry is easily understood. When you create a campaign based on a specific buyer persona you are trying to attract a specific client. This is exactly the same for targeting candidates. Let’s imagine that you are working for a recruitment company who specializes in graphic designers in the manufacturing industry. You would use long-tail keywords which would typically be used by candidates when searching for jobs online. You could try “interview tips for graphic designers in the manufacturing industry”. The specificity of the keywords will increase your ability to rank for your specific keywords. I think you are starting to get it.

Here is the steps for an inbound blog for a recruitment firm. 

  • Develop a few buyer personas – If you are only looking for candidates, you can create one for each type of position that you are trying to fill. If you are also looking for a new client, you should add a few for your ideal customer as well. (buyer persona worksheet)
  • Keywords research and SEO Optimization – Again, you want to be as specific as possible with your keywords. Be sure to use search phrase based keywords (answer the public)
  • Create a blog – I say create, because there is more to a blog post than just writing compelling content, it must be optimized with a CTA (connected to a great landing page), Meta data tags, images, backlinks, and internal links to name a few. Shoot for 1000 words or more.
    4) Promote your content – Congrats on creating an optimized blog post! Now you have to make sure someone reads it, or better yet clicks on your CTA and converts to a lead on your landing page.

Create useful Content

Creating content is fun, you get to communicate your ideas to your audience. A blog is a great was to share your content. Your customer has a problem they are facing, you can address this problem in your blog.“Create content that teaches. You can’t give up. You need to be consistently awesome.” Neil PatelDefine a problem: Steve is a recruiting manager for a medium size firm and he is having trouble finding qualified graphic designers consistently. By providing some helpful information or tips for finding graphic designers in your company blog, you will build some interest and more importantly trust from your audience.  Your blog must be easily accessed by your prospective clients and should have some design aspects considered.

Let people know about your blog, use Social Media to share your content. Promote your blog with Google analytics and SEO optimization will assist you with visits and conversions. Use long-tail key words for you blog titles and be specific. Although grammar and spelling are very important, focus on the readability and don’t spend too much time on each blog post. As Susanna Gebauer from The Social M’s says “Blog audiences know that you are not the New York Times.””They know that you don’t have 3 editors checking every post”, so don’t freak out about every blog post being 100% perfect.

Try to have a constant stream of new content available for your readers. Most importantly, if you are thinking that a blog is not for you, a blog will also increase web traffic to your company website and help develop your companies online personality. Blogging will allow you to do all this while simultaneously promoting company events, job fairs, industry news and much more. 

Sign up Form

Having a sign up form as a requirement to get your free content is key, buyers today are savvier than ever before, they consume different content at different times in different ways. Begin the sales process: by having a potential client opt in and give you their e-mail address, phone number and name. Your new prospect can self identify on the sign up form as a specific Buyer Persona. Buyer personas are semi-fictional representations of your ideal customers. You can also create buyer personas for the customers you don’t want to do business with. Having multiple buyer personas will allow you to tailor your content to a specific niche market. Buyer personas include demographics, age, work role, company size, common issues or problems. You want to start with your most important customers, build a buyer persona for your best customers using as much detail as possible. Make sure you include a few options and a category for “other”. Having too many buyer personas can be a negative, because you want to have a few areas of specialization.10 steps for Results Driven Content Marketing 

Email Marketing

Having a sign up form as a requirement to get your free content is key, buyers today are savvier than ever before, they consume different content at different times in different ways. Begin the sales process: by having a potential client opt in and give you their e-mail address, phone number and name. Your new prospect can self identify on the sign up form as a specific Buyer Persona. Buyer personas are semi-fictional representations of your ideal customers. You can also create buyer personas for the customers you don’t want to do business with. Having multiple buyer personas will allow you to tailor your content to a specific niche market. Buyer personas include demographics, age, work role, company size, common issues or problems. You want to start with your most important customers, build a buyer persona for your best customers using as much detail as possible. Make sure you include a few options and a category for “other”. Having too many buyer personas can be a negative, because you want to have a few areas of specialization.10 steps for Results Driven Content Marketing 

Targeting Leads

Targeting specific leads and customers will really allow you to tailor your sales and marketing campaigns to target specific buyer personas. You will now be able to create custom offers for each buyer in the particular part of the buyers journey that they are in. In other words, you can now have multiple offers for each buyer persona to offer them as they travel through the process of buying your product or service. You will also get a sharp increase in repeat business and activate those old clients you haven’t heard from. Interestingly, you will also be able to interact with candidates through segmentation. For example, you may have an opening for Graphic Designers which needs to be filled yesterday, you can segment your candidates into each industry by categories. You will need a good CRM to help you with this, good thing you know us because we can hook you up with a good free CRM.

Learn about Growth Driven Design for Recruitment Agencies

Meet in person

The best way to build rapport and foster a long-term business relationship in to meet in person. According to Inc.com meeting in person is a great way to make an impression and create a connection with your prospect. I love new technologies that allow me communicate with others more freely and quickly. But as a business owner, I try to remember customers want to work with someone they can relate to, not just buy from.” You don’t hear this as much recently, but I really advocate it. I can’t tell you how many times I have had a few decent phone calls and e-mail interactions only to lose the prospects interest. Meeting in person creates a bond, however small it is. The prospect may remember your smile, or your shoes, or maybe your cologne. Remember sales involves a lot of psychology. 

Have a Timeline and Goals

The best part about inbound marketing is that you can monitor and measure your success easily. However; if you don’t set SMART goals you are wasting your time. Having a clearly defined sales process as well as a good CRM system is very helpful with goal setting and monitoring progress. You must have revenue and conversion goals, as well as a timeline of benchmarks in order to reach your established goals. I recommend having a goal for Visits, Contacts and Customers. Your goal should include how many of each you expect to have with each campaign. Revenue goals vary depending on your specific industry. In the beginning you can reference your competitors in order to find a temporary goal. For me, having clearly defined goals is the only way to hold myself accountable. I am a procrastinator by nature, I would still be talking about starting a business if I didn’t decide to take action by setting goals. Start with this easy step by step road-map.

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How a HubSpot Sales Lion(ess) Found Her Groove in 8 Weeks

Written by Lizzy

May 29, 2018

May 29, 2018

What is Inbound Marketing? It is apparent to successful business people that an inbound marketing strategy along with your sales strategy will boost your number of new clients.

The fact is, more people are consuming content online than ever before. In turn more sales managers and marketing professional are providing their potential clients with much needed valuable information as a result of this increase in content consumption. The cost of a starting a content strategy is low, your company already has content so you just need to utilize it. As much as 70% of the content your company has, is not being used at all or used properly. The truth is that the best investment you will make is to begin a content marketing strategy. Everywhere you look companies are using a content strategy to engage customers and share their message.

  • 36% of companies with a documented content strategy indicate their content marketing is “very effective” or “extremely effective.” (Content Marketing Institute/MarketingProfs)
  • 77% of all companies rate their social media marketing as successful at achieving the most important objectives set for it to some extent. (LinkedIn Technology Marketing Community)
  • Metrics for B2B content marketing success: Sales Lead Quality (87%); Sales (84%); High Conversion Rates (82%); Sales Lead Quantity (71%); Website Traffic (71%); Brand Lift (69%); SEO Ranking (87%) (Content Marketing Institute/MarketingProfs)
  • Year-over-year growth in unique site traffic is 7.8x higher for content marketing leaders compared to followers (19.7% vs 2.5%). (Source: Aberdeen)
  • Of the nearly 4,000 people HubSpot surveyed, inbound had a 75% chance of being the marketing approach of choice. Outbound has only 25% chance. (business2businesscommunity.com)
  • Inbound leads cost 60% less than outbound leads. (business2businesscommunity.com)

1. INBOUND MARKETING

Inbound Marketing is described by Joeri Van Overloop founder of Bizwebjournal “…providing quality content to attract potential clients to the products and services you’re offering after which you then get to know those clients personally so that they are eventually left with no choice but to do business with you.” You can do this by starting a blog, blogging will allow you to communicate with your prospective clients at the appropriate time. You will be able to gain their trust by giving them free valuable content and they will look to you as a trusted resource for information. My favorite aspect of inbound is that you can automate it. Once you have solidified your message and your routine you can sit back and watch as the visit and contact role in. It does take some time to build a base of content to promote, but perseverance is the key, so stick to it! Keep in mind digital content marketing is much cheaper than traditional marketing, the main investment is your time and energy.  

2. BLOGGING

According to a recent U.K. survey, bloggers have ranked as the third most trustworthy source of information, following only friends and family. That’s right — bloggers are trusted more than celebrities, journalists, brands, and politicians. Starting a blog is fun, you get to communicate your ideas to your audience. Blogging should be easily accessed by your prospective clients and should have some design aspects considered. Let people know about your blog. Promoting the blog is crucial to its success. Although grammar and spelling are very important, focus on the readability and don’t spend too much time on each blog post. As Susanna Gebauer from The Social M’s says “Blog audiences know that you are not the New York Times. They know that you don’t have 3 editors checking every post” So don’t freak out about every blog post being 100% prefect. Try to have a constant stream of new content available for your readers. Most importantly if you are thinking that a blog is not for you. A blog will increase web traffic to your company website, helps develop your companies online personality as well as communicate companies events, job fairs, industry news and much more.

3. SHARE “LIST” POSTS

When people visit your blog they are looking to answer a question, solve a problem or get some information. Numbered list posts are the undefeated champion of posts. They are quick and easy to read and share.An attention grabbing headline is crucial. “It’s a blogosphere favorite for good reason — “list” content works, in large part due to the attention-grabbing power of the headline.” copyblogger.com An effective numbered list post will introduce a complex topic and break it down into consumable material for your ideal client or candidate. If you make the information easily digested, you will get more shares and likes.”It has become widely accepted, that content arranged in list form is quicker to find, easier to remember, and more actionable, which makes lists ideal for sharing content as part of a highly effective content plan.”Content Marketing Institute List posts also are the most effective ways to funnel traffic from the web via SEO and Google analytics, because they utilize long tail keywords. Search phrase based keywords are more effective then shorter versions because they deliver the most relevant leads to you. An attention grabbing headline is crucial, your goal is to be found in an organic web search. 75% of users never scroll past the first page of search results. In other words, you are competing to appear on the first page of search results with each new post.

4. SHARE “HOW TO” POSTS

How to posts are the most important form of content in my opinion. Most people who read your posts will be looking for some information to help them solve a problem or fill a need.  How to posts are a great way to establish your self as an industry expert. Depending on your specific area of expertise you can tailor these easily. If you specialize is placing graphic designers for marketing firms you can create a blog titled. “How to find the best Graphic Designers”, or “What are the most important traits of an experienced Graphic Designer.” The tip is to keep the how-to-guide closely related to either your core product, service or to something that prospective customers of your business would find useful. 

5. SHARE TESTIMONIALS

Testimonials are a great way to get your customers or candidates to read about your company. Customer reviews and testimonials are more important now than ever, customers are more savvy when it comes to the way they do business online and they want to hear how good you are from their peers. “This phenomenon is known as social proof: a psychological mechanism where people tend follow the actions and behaviors of other people, in an attempt to make the “right” choices.” Testimonials also is great because user generated content is one of the newest trends for generating traffic. User-Generated Content will continue to make waves this 2016 and for a good reason. In fact, it is 20% more effective when it comes to facilitating buying decisions, according to a research paper released by Go.crowdtap.com.

6. WRITE ABOUT INDUSTRY NEWS

At the very least, having an industry news blog will show that you are engaged with your industry and aware of the trends and updates. Blogging about industry news is great because so much information exists about your industry. A never-ending amount of content about industry news means that you have something to comment on. You will learn more about your industry while drawing more traffic to your website. According to Hubspot.com, The more informed we are, the more invaluable and influential we become — always ready with the statistic that makes the deck, the perfect quote from an industry insider, or a genius idea for a new partnership.” Basically, this is the center of your blogging strategy, you have your finger on the pulse of the industry making it consistently more attractive for your inbound leads to do business with you.

7. CREATE BUYER PERSONAS

Buyers today are savvier than ever before, they consume different content at different times in different ways. Creating semi-fictional representations of your ideal customers will allow you to focus on your best customers. You can also create buyer personas for the customers you don’t want to do business with. Having multiple buyer personas will also allow you to tailor your content to a specific niche market. Buyer personas include demographics, age, work role, company size, common issues or problems. developing personas allows you to create content and messaging that appeals to your target audience. It also enables you to target or personalize your marketing for different segments of your audience.

8. EMAIL MARKETING

Email is still the most important and cost-effective way to communicate with your customers, but if you are not segmenting your leads and customers based on their buyer personas, you are wasting your time (we will get more into that in the next section). Email can be used very effectively to nurture your leads and convert more new leads. All the industry leaders agree that email marketing is the best investment for marketing and sales. 

  • Email is 40 times more effective at acquiring new customers than Facebook or Twitter. – McKinsey
  • Email marketing drives more conversions than any other marketing channel, including search and social. – Monetate
  • Email marketing has an ROI of 3800%. – DMA
  • Email’s ROI was 28.5% compared to 7% for direct mail. – Chief Marketer
  • For every $1 spent, email marketing generates $38 in ROI. – Campaign Monitor

9. SEGMENTING LEADS

Segmenting leads and customers will really allow you to tailor your sales and marketing campaigns to target specific buyer personas. You will now be able to create custom offers for each buyer in the particular part of the buyers journey that they are in. In other words, you can now have multiple offers for each buyer persona to offer them as the travel through the process of buying your product or service. You will also get a sharp increase in repeat business and activate those old clients you haven’t heard from. Interestingly, you will also be able to interact with candidates through segmentation. For example, you may have an opening for Graphic Designers which needs to be filled yesterday, you can segment your candidates into each industry by categories. You will need a good CRM to help you with this, good thing you know us because we can hook you up with a good free CRM.

    10. INBOUND MARKETING FOR SEO OPTIMIZATION

    How does blogging help with Google Analytics and SEO? That may be the best question you have asked me yet. Blogging seems to have a magic formula for helping your website rank higher on web searches. The Penguin and Panda updates changed the way major algorithms work and made them more relevant to specific search terms. That is why long-tail keywords are one of the keys to blogging success. These long-tail keywords are based on what people are typing into search engines. You can be easily found by matching your potential clients keywords. Blogging consistently will increase the likelihood of your content being found with your industry specific long-tail keywords. Producing fresh content consistently will optimize your exposure on search engines. “Search engines want to provide the optimal user experience for those typing queries into the search bars. To this end, they seek fresh, up-to-date content and websites.” “In algorithmic terms this is known as Query Deserves Freshness or QDF, where more weight is given to recent content on trending or spiking topics.” searchenginewatch.com

      11. CONSISTENCY INCREASES WEBSITE TRAFFIC

      Your content needs to be flowing consistently through the blogosphere in order to increase your social media presence. Did you know that Facebook has over one billion users? Twitter and LinkedIn have a couple hundred million. Source That means if you can direct a small percentage of relevant web search results to your site, you can benefit greatly. According to Kissmetrics.com you can actually double your social media traffic by promoting your blog the right way. I always hear people say “You must create great content”, but what does that mean? To me it means readable and easily consumed. Your content should focus on a consistent problem or pain point that your clients experience. The best marketing approach for a staffing firm lead generation campaign is to issue an appeal to your target audience. Determine what types of material are likely to generate a response from potential clients and candidates and individualize the marketing messages you send to each group. You must make it clear what you want your potential customers to do with the data you are sending in order to create an interest in your staffing firm and encourage potential customers to reach out to your sales people. You should have social sharing icons embedded within the blog post so it can be easily shared.

       

        12. CREATE AN ONLINE PRESENCE

        Your online presence is important in order to differentiate yourself from the competition. According to SearchEngineJournal.com their are 15 different places to share your content online. You never know where that next client or candidate will find you. The idea is to get the maximum exposure to your content. Creating a blogging calendar will help you stay on task. You can even schedule blog posts to be posted in the future. You don’t want to promote your content 100% of the time, each social media platform has a recommended or benchmark etiquette. I personally like to use the 80/20 rule for content offers. Which means that I promote my own content only 20% of the time. outboundengine.com If this stuff is starting to make sense check out our inbound marketing road-map to get the big picture. User generated content is the future of content marketing. Iterating with your customers on your website is an important resource for your overall marketing strategy. “Fifty-nine percent of millennials say they use UGC to inform their purchase decisions about major electronics. That’s followed by cars (54%), major appliances (53%), mobile phones (46%), hotels (45%), and travel plans (40%). (Crowdtap)

          13. USE CALL TO ACTIONS AND LANDING PAGES

          Having a call to action on your blog post will allow you to collect some valuable data about prospective new client. You can include job posting within the content of your post, have apply now buttons, have an opt in for email and job fair updates. If this stuff is starting to make sense check out our inbound marketing road-map to get the big picture. A landing page in the context of marketing and advertising is a standalone web page, distinct from your main website that has been designed for a single highly focused objective – guiding visitors toward your intended conversion goal or CTA (Call to Action). A call to action should be very easy to understand and communicate what you are trying to get the point across. According to wordstream.com, “You want to be able to elicit a strong response from your audience as a result of their enthusiasm. If your CTA is enthusiastic, then your audience will be enthusiastic too.” What do you think about my call to action below?

           

            14. USE TOPIC CLUSTERS

            Topic cluster are the best way to get you content found online. Content, or Topic clusters are longer and more specific phrases that visitors are more likely to use when they’re closer to a point-of-purchase. They’re a little bit counter-intuitive, at first, but they can be hugely valuable if you know how to use them.” Being more specific with your blog titles, URL’s and having at least one target keyword linked to your pillar page, within your blog text will in fact increase SEO results.

            Here is an example, lets pretend you own a recruiting firm which specializes in word press designer positions. You would look to target keywords that were targeted to your ideal customer or candidate. You would want to use a long-tail keyword such as “6 ways to find a solid WordPress designer for websites” or “What is the best way to find an experienced WordPress designer in the UK?” These titles utilize targeted keywords to increase the possibility to appear in a Google search result on the first page. Essentially you are making a much better investment with long-tail keywords, you will substantially decrease competition by using long-tail keywords. 

              15. HIGH VOLUME BLOGGING

              The more blog posts you create per week, the more inbound traffic you will receive to your website. How does consistent blogging help with Google Analytics and SEO? Blogging has a magic-like formula for helping your website rank higher on web searches. Blogging regularly will increase the likelihood of your content being found with your industry specific long-tail keywords. If you are able to publish 15 blog articles per week you will see a huge increase with your web traffic. 

                16. USE ANCHOR TEXT

                Anchor text describing your content  will allow your URL to look relevant to both Google bots and to individual users. You can use your keywords in your URL in order to rank higher on search engines. Anchor text is the clickable text in a hyperlink. SEO best practice requires that the text must be relevant to the page it links to and not just generic. There are many different types of anchor text for your links. I like to use exact match anchor text in order to match a specific keyword. For example: the anchor text “content marketing for recruiting firms”, if a potential client searches for this exact term it will give my anchor text the ability to rank on a search engine. 

                The more sites that link with the anchor containing the phrase “content marketing for recruiting firms”(exact or partial), the more certain Google will be that the linked page should rank for that query. Blogging has a magic-like formula for helping your website rank higher on web searches. The Penguin and Panda updates changed the way major algorithms work and made them more relevant to specific search terms and achor text. 

                There is no doubt that if done properly, a content marketing strategy will produce dramatic results for your business. The psychology behind content marketing is why it works. You are giving your customer something free and not asking them to buy anything. This creates a more comfortable atmosphere, where the customer feels no pressure to buy. The customer will look to you as a resource not a salesman, and when the time is right you will be there. The most effective content marketers offer at least one new piece of content every day.

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