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Brittany Ransonet

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Recent Posts

How Target Personas Can Help Your Entire Sales Process

Posted by Brittany Ransonet

February 6, 2017

We often stress the importance of understanding your target personas when developing an inbound strategy. Without it, your content isn’t geared toward anyone specific, and your overall plan is without strategy. More importantly, you’re missing quality leads that you could nurture and convert into customers… that is kind of the point of this whole inbound thing, right? 

So, yes, understanding your target personas is crucial to your content marketing and inbound efforts. But what we’ve found is that this valuable information doesn’t end there. It applies to other areas of the sales process. With the insights gleaned from research, salespeople now understand more about the common needs, concerns, and questions that prospects typically have during the buying process. And, as a result, they’re able to better define their approach and needs analysis questions to help address these insights.

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Topics: mattsunshine, target personas

Warning: Content Is Only Half The Equation Of Content Marketing

Posted by Brittany Ransonet

November 19, 2014

More and more B2B companies are jumping on the content marketing bandwagon. According to recent research from the Content Marketing Institute, “approximately 86% of B2B marketers are now using content marketing as part of their overall marketing efforts.” However, the research goes on to state, “48% of these companies say they have a content-marketing strategy, but don't document it.”

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Topics: inbound marketing

7 Decisions to Make Before Starting Inbound Marketing

Posted by Brittany Ransonet

November 14, 2014

It’s no secret that inbound marketing is a very demanding initiative. Fortunately, it’s also very rewarding and leads to new business, when done correctly. However, if executed poorly, it can be a detrimental waste of time. Getting started the right way is imperative to your inbound marketing success.

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Topics: inbound marketing, blog strategy

Inbound Marketing: Explain it to me like I’m 5

Posted by Brittany Ransonet

September 17, 2014

“If you can’t explain it simply, you don’t understand it well enough.”

I think Albert Einstein was onto something with that statement.

If you’ve ever found yourself trying to explain something technical or complex to someone who isn’t familiar with the topic, you know what I mean. Perhaps you work in finance or real estate and are all too familiar with the puzzled looks from your clients when you try to explain mortgages, stocks, or investments. (This is where all those “______ for Dummies” books come in handy, right?)

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Topics: inbound marketing

4 Simple Ways to Make it Easy for Coworkers to Share Your Content

Posted by Brittany Ransonet

September 15, 2014

Sharing is caring. The old phrase that many of us heard as kids is now one that I hear almost every day with regards to inbound marketing. Why? It’s simple and serves as a powerful reminder that for inbound marketing to work, you must create great content and then make it readily available for your target personas to consume. The latter is where sharing comes in.

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Topics: Social Media

How To Create Great Landing Pages For Your Premium Content

Posted by Brittany Ransonet

September 12, 2014

We all understand the power of having amazing premium content. “Amazing” as in the kind that is targeted and relevant to your target personas. You know, the type of offer that visitors are happy and willing to give you their email address and phone number (and whatever else) for, because it’s something that they need and/or is going to benefit them. Yes, we get it. Unfortunately, creating amazing premium content does not guarantee leads. In fact, it’s only half of the equation. If you don’t promote them correctly and have a landing page that is designed to convert, you’ve (sadly) wasted your time.

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Topics: premium content, landing pages

What Exactly Is Premium Content And How Many Pieces Do You Need?

Posted by Brittany Ransonet

August 25, 2014

Premium content is a critical part of your lead generation process. Unlike a blog post it’s a piece of content that a visitor downloads for free, but in exchange for their information. Without it, you don’t have too many opportunities to capture visitor’s information (or, lead intelligence) so that you can further nurture them.

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Topics: premium content

Do You Have a Social Strategy for Your Blog?

Posted by Brittany Ransonet

August 15, 2014

It never seems to fail—people spend a ton of time writing and creating great content for their new blog, but then forget a key component: promotion. Despite what many assume, just because you publish your blog doesn’t mean people will flock to it. If your target persona doesn’t know about it, how will they find you? You may be thinking, SEO, of course! And yes, that is a huge contributing factor (and certainly not to be ignored), but not one that happens overnight. It’s a slower, organic form of driving traffic. So, when you’re first starting out, you want to make sure you have a social strategy for your blog, and proactively get the word out. 

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Topics: Social Media

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