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The LeadG2 Blog

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3 Ways to Add Social Proof to Your Landing Pages for More Leads

Posted by Laura MacPherson

April 21, 2017

When someone talks about how great they are, you tend not to believe it. And you might just perceive that person as arrogant. But when your friend gushes about how great someone is, you’ll probably listen. (Unless you’re my friend Andy, who still thinks Adam Lambert’s music is garbage, no matter how much I insist otherwise!)

When you’re trying to get a prospect to take action on a landing page, whether it’s to schedule an appointment or fill out a download form for an eBook, it’s not enough to say “It’s great!” You have to offer up some proof.

Social proof is "the concept that people will conform to the actions of others under the assumption that those actions are reflective of the correct behavior." If you can integrate believable social proof into your landing pages, you’ll increase your conversions exponentially. Here are three ways you can do that.

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Topics: landing pages, media, lauramacpherson, professional services

How to Get More People to Share Your Blog Posts

Posted by Laura MacPherson

April 17, 2017

The whole goal of creating blog posts is to get people to read them and to share them so others will read and share. But this goal is getting more challenging to achieve as more and more good content is being published across the web. Here are a few tips to give your blog posts the boost they need.

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Topics: inbound marketing, blogging best practices, media, lauramacpherson, professional services

How To Write a Landing Page That Generates More Leads

Posted by Laura MacPherson

April 7, 2017

 

You work hard to get website visitors to a landing page. You’ve probably written blog posts, promoted them on social media, maybe even run an AdWords or other digital campaign. You put a lot of time and money into getting people to  your landing pages. So you don’t want to waste that opportunity.

Landing pages are a different animal than homepages or other pages on your website. The visitor likely has little inclination to roam around and look for information patiently—he or she probably arrived wanting something specific. Landing pages have unique requirements to be effective.

Whether you want people to register for an event, request a consultation, subscribe to an email list, or access an eBook, the one single goal of a landing page is to convert that visitor to a known lead. Here are 10 elements of landing pages that convert.

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Topics: inbound marketing, landing pages, lauramacpherson

4 Steps to Get Management Buy-In for Inbound Marketing

Posted by Laura MacPherson

March 31, 2017

Salespeople and marketing teams with an on-the-ground perspective all want an inbound marketing program. They’ve seen the results it produces at other companies, perhaps, and have witnessed others in their professions excel with inbound marketing. But too often, management doesn’t quite see things the same way. They want to know, “Why do we need a blog?” “Social media is for your personal life, isn’t it?” Or worse, “We would have to take each tweet through our 5-step approval process.”

How can you get executive buy-in for inbound marketing? Here are a few tips.

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Topics: case studies, inbound marketing, Sales, lauramacpherson

3 Things B2B Marketers Can Learn From B2C Marketers

Posted by Laura MacPherson

March 17, 2017

We often think of B2B and B2C as worlds apart, but as a colleague recently said, “Either way, you’re selling to a person.” And that’s the truth — whether the buyer is purchasing an iPhone or a consulting service, the buyer is a person with emotions, goals, and desires. Here are 3 things B2B marketers can learn from their counterparts in B2C.

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Topics: inbound marketing, lauramacpherson

3 Metrics That Will Tell You If Your Email Marketing Campaign Was Successful

Posted by Laura MacPherson

March 10, 2017

The ultimate goal of email marketing is more leads, more customers, and more dollars being spent. But sometimes it takes a few steps between hitting that “send” button and seeing these results. If you aren’t tracking what happens in-between, you’re not going to know how your campaign has performed or what to expect from your campaign in the coming months. Here are the three metrics we recommend tracking for every email campaign you send.

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Topics: email, inbound marketing, lauramacpherson

Inbound Marketing is More Than Just Business Blogging

Posted by Laura MacPherson

February 24, 2017

Business blogging is a great tool that companies can use to demonstrate thought leadership and communicate their level of expertise. It’s an ideal way to attract prospects who are trying to decide what company to hire, because it helps to build trust even before the first conversation happens.

But although blogging is great, the real power comes when it’s integrated into an inbound marketing system. What if you were able to capture the contact information of the people visiting your blog? What if you were able to learn exactly what these people are interested in, so you would know what to write about? What if you had a way to lead them from reading your blog to making a purchase? Inbound marketing can do all these things.

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Topics: inbound marketing, blog strategy, lauramacpherson

3 Steps to Get Sales and Marketing on the Same Team to Accomplish Your Goals

Posted by Laura MacPherson

February 17, 2017

Too often, Sales and Marketing are opposing teams in their organizations. Each department relies on the other to help create the results the company is looking for, and neither side wants to take the blame when results don’t happen. The battle lines are drawn. Sales criticizes Marketing for not generating enough quality leads, and Marketing complains that Sales isn’t working the leads they’re giving.

But it doesn’t have to be this way. Sales and Marketing are really on the same team, trying to get results together. And if your Sales and Marketing departments are in harmony, your company will reach your goals and get the kinds of results you’re looking for.

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Topics: sales and marketing alignment, lauramacpherson

5 Questions You Need to Ask About Your Inbound Marketing Program

Posted by Laura MacPherson

January 25, 2017

You’ve created a piece of premium content that you’re proud of. You’ve designed a landing page with all the best practices represented. Your call-to-action (CTA) even makes you want to click on it. You’ve written a series of SEO-optimized blog posts on the same topic, and your content offer is appearing on each of the posts. You’re sharing the posts via social media. Everything is running smoothly.

But is your inbound effort successful, and what could make it more successful?

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Topics: inbound marketing, metrics, conversions, lauramacpherson

Creating Engaging Blog Posts: Lessons From Good Journalism

Posted by Laura MacPherson

October 7, 2016

Good journalism can teach us a thing or two about creating blog posts. Journalists and inbound marketers who are dedicated to their craft have something in common: they commit to doing the things that engage their readers. 

Here are five lessons from journalism that companies can apply to their blog writing to increase engagement—and get better results.

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Topics: content marketing, media, lauramacpherson, professional services, blogging

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