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The LeadG2 Blog

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3 SEO Myths That Are Holding You Back From Top Rankings

Posted by Laura MacPherson

November 3, 2017

People believe all kinds of crazy things. And just because people believe something, doesn’t mean it's true. SEO has more than its share of untrue beliefs, and these myths keep good sites from ranking well because the owners of the sites don’t know better.

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Topics: SEO, inbound marketing, media, lauramacpherson, professional services

Creating Engaging Blog Posts: Lessons From Good Journalism

Posted by Laura MacPherson

October 27, 2017

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

Where Should You Post Your Content?

Posted by Laura MacPherson

October 13, 2017

For a long time, we recommended hosting all your content on your own website — after all, you own your content, and you want people spending time on your website, not someone else's. But the way people consume content and look for information online is changing, and marketers need to change along with it.

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Topics: inbound marketing, blog strategy, media, lauramacpherson, professional services

Why Managers Fear Change, and How We Limit our Success by Avoiding It

Posted by Laura MacPherson

September 1, 2017

Everyone fears change to some degree. There’s a psychological reason why the thought of shaking things up at work makes us nervous, and why we’re uncomfortable transitioning to new systems. Psychologist and researcher Heidi Grant Halvorson, PhD, explains that humans are wired to avoid change.

Fear of Change Hurts Us

But fear of change hurts us, because the world is changing. Consumers have access to new technologies. B2B buyers have choices they didn’t used to have. People are evolving and adapting their buying habits. They take advantage of voicemail and caller ID, and their eyes have become trained to focus only on what they have to. They’re listening to what their peers have to say about their business challenges (and about the companies who sell solutions to those challenges) on social media.

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Topics: inbound marketing, Sales, lauramacpherson

Your Brand’s Competitive Advantage: Relationship

Posted by Laura MacPherson

August 25, 2017

In an age where we’re all spending 12+ hours a day staring a screen, where nearly everything is automated, people crave the human element. They crave relationship. The need for human connection is why social media is so popular—in spite of the fact that it’s also elusive on online platforms.

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Topics: professional branding, media, lauramacpherson, professional services

5 Ways to Write an Interesting Blog Post on a Boring Topic

Posted by Laura MacPherson

August 14, 2017

B2B businesses aren't as fun and exciting as B2C businesses, right? Well, you may not be selling sexy sports cars or hot new smartphones, but B2B doesn't have to be boring. Even if you're a CPA firm or a software development company or staffing agency. Here are five strategies you can use to transform boring topics into interesting blog posts that people will want to read.

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Topics: media, lauramacpherson, professional services, blogging

Is There a Difference Between Inbound Marketing and Lead Generation?

Posted by Laura MacPherson

August 4, 2017

Marketing is notorious for its jargon. And while the terminology itself isn’t really important, what you do need to know is how these strategies and tactics can help you. In this post, we’re going to look at inbound marketing and lead generation, and what each can do for you.

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Topics: lead nurturing, lead generation, inbound marketing, media, lauramacpherson, professional services

5 Tools to Position Yourself as an Expert in Your Field

Posted by Laura MacPherson

July 21, 2017

If you’ve got rare disease, you’re not going to rely on a family doctor for treatment. You need someone who knows everything there is to know about the specific disease you have. You’ll pay more to go to a specialist, but you’ll gladly do so if it means getting rid of your pain.

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Topics: thought leadership, inbound marketing, media, lauramacpherson, professional services

6 Elements to Add to Your Company Website to Generate More Leads

Posted by Laura MacPherson

June 30, 2017

A recent study by Google shows that 89% of B2B buyers use the Internet during the research process. Whether you get a call from these prospects or whether your competition does instead will depend on how well your website does its job. Here are six elements you can add to your site to generate more leads.

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Topics: lead generation, websites, lauramacpherson, professional services

4 Lead Nurturing Email Workflows You Can Use at Each Stage of the Buyer’s Journey

Posted by Laura MacPherson

June 23, 2017

First, what’s a “workflow”? It’s used by HubSpot and others to describe a series of automated emails that are sent to contacts for lead nurturing. 

You probably already have workflows set up around your premium content campaigns, sending follow-up emails with content related to what a prospect downloaded or signed up to receive. (If not, get on that! It’s a great place to start with lead nurturing.)

But workflows can be especially effective when they’re tied to a prospect’s stage in the buyer’s journey. Prospects who’ve done considerable research and are already familiar with what you offer need something different than those who have just started looking at different options to solve their issue. Here are four workflows you can use at each stage of the buyer’s journey.

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Topics: lead nurturing, inbound marketing, lauramacpherson

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