Business 2 Business Blog

How to Give Your Brand a Voice with Inbound Accountable Marketing

The voice, or tone, you apply across all your content - indeed, your entire brand - is the equivalent of your brand's personality.  Your voice is an integral part of creating your Inbound Accountable Marketing to be shared on your website, blog, social media presence, and email campaigns.  It's baked into your brand's DNA!

Posted by Peter Henderson on June 02, 2015 07:00:AM

Why a Mobile Strategy for your Inbound Accountable Marketing Rocks

Mobile is ubiquitous - surprised?  You shouldn't be.  Just between 2012 and 2013, mobile traffic grew 125%. You know how much desktops grew?  12%.  So why, then, would you, as a financial services marketer, debate your Inbound Accountable Marketing™ strategies instead of capitalizing on the ever-apparent force that the mobile industry has become? The wait-and-see approach can only take you so far, so today-stop waiting, and learn to create a mobile strategy that'll keep your customers coming back to your website for more.

Posted by Peter Henderson on May 26, 2015 07:00:AM

Inbound Accountable Marketing Generates Qualified Leads for Insurance

The results insurance businesses are seeing after utilizing the practices of inbound Accountable Marketing are nothing short of remarkable, especially when used in the right way with the right audience. You may be looking for quick ways to improve your business  Or maybe you're wondering what the hype around Inbound is all about.  If you need further persuasion here are three ways Inbound can help improve and streamline your insurance company for future success.

1. One of the staples of Inbound is the ability to provide businesses with realistic, transparent metrics as to how your company is performing day-to-day, project-to-project, and so on.  That means through inbound marketing, your company will have a stronger understanding of which initiatives were successful, and which needed some fine-tuning before further implementation.

Posted by Peter Henderson on April 02, 2015 07:00:AM

6 Calls To Action That Are The Key to Lead Generation

Effective Calls-To-Action - The effect of a successful Call to Action (CTA) is to drive a visitor to take a desired action.  CTAs are typically kept above the fold or in clear sight on a page so visitors know where to take the next step.  CTAs are the key to lead generation, but they need to be done right to convert traffic to leads.  

  • Make them bigger and bolder than most other elements on the page, but don't overdo it.
  • Consider colours of the CTA, whether it is a link, button or image.  Make them look so good people will want to click on them.
  • Offer CTAs that provide value, like guides, whitepapers, estimates, etc.  "Contact Us" is the worst form of a CTA.  Don't rely on that as your only option for conversion.
  • Make the CTA look clickable.  You can do this by making a button or adding a hover effect to an element.
  • Less is more.  Keep it simple and clear what is being offered.
  • Test when possible.  Try testing different colours (e.g. red versus green buttons), language, and placement to see which CTAs get more clicks and drive more leads (refer to the.

CTA Positioning

So you have b2b lead generation Call-To-Actions, but how will people find them?

You want to think about where you will be placing your CTAs.  You don't want to dump CTAs everywhere.  That will give people too many options or not the right options at the right time.  

 Consider this:

Posted by Peter Henderson on January 07, 2015 04:16:PM

Use Less Jargon Get More Traffic With a Website Redesign

How you attract people to your insurance or financial services website isn't based so much on what your content says about your brand but how you say it.  A professional image is necessary, but you still want to avoid the dreaded corporate gobbledygook.  What is gobbledygook you ask?  Good question.

These are jargon terms and phrases that have been over-used and abused rendering them meaningless (we find them mostly in the high-tech and B2B industry) but they still creep into the financial services industry too.  These words are meant to add more emphasis on a particular subject, but instead they make your eyes glaze over.  

Posted by Peter Henderson on December 04, 2014 08:00:AM

4 Reasons Why Google Panda Isn't a Force of Evil

Do you have a Panda on your company's website?  Of course you do.  Panda is Google's algorithm which aims to promote the highest quality content site by dooming the rank of the low quality insurance and financial services sites.  Those sites that have been shown to be terribly victims of the Panda can do almost nothing to recover the ranking and traffic they had prior to the Panda coming to town.  If you have been on a mission to learn how to increase sales using the internet the last thing you want to is to be incurring the wrath of the Panda.

Posted by Peter Henderson on November 18, 2014 08:00:AM

Don't Have Time to Be the Web Guru at Your Insurance Company

When was the last time you got really excited about the subject of title tag and meta tags?  When you were creating your website redesign strategy?  Good answer, but you're probably laughing up your sleeve, right? Title Tag and Meta Tags may be the least exciting component of SEO, but it is a definite must-have.  It is time-consuming to be the Web Guru in any company, whether you're an owner or an employee.  Most people that are assigned the role of Webmaster are not in your position.  Thank goodness for that.  Does this look like an image you'd like to dance in your head as you're lying in bed trying to count sheep?

Posted by Peter Henderson on November 13, 2014 08:00:AM

How to Get Your Insurance Company Found Online

Okay, so you just started to create a website redesign strategy for your insurance or financial services company. You want to move on from the brochureware site that has been an albatross around the neck of your brand for the past five years.  This is great.  But, a great website isn't so great if no one visits is it?  This blog post is dedicated to getting found online, and more importantly, getting found interesting.  In the Inbound Age we start at the top of the funnel (TOFU).  

Posted by Peter Henderson on November 11, 2014 07:30:AM

Get Your Customers Selling Your Products for You

Someone from an insurance company asked me the other day how to best use testimonials for lead generation now that they were doing a website redesign. What do people who've actually purchased and used your product or service think about it?  Answering this question is one of the most fundamental tasks your website redesign strategy needs to include-and it's as simple to do as it is important.  

By using testimonials (reviews and comments made by your satisfied customers) in text, audio or video on your website, you not only answer the question, you also transform your sales pitch into a credible, unbiased recommendation for your insurance or financial services product.  Isn't it time for you to get your customers selling your products for you?

Posted by Peter Henderson on November 06, 2014 07:30:AM

'Must Haves' for Lead Generation on Your Website

We all know how important a website is to your online strategy.  Having a website alone isn't the key to being found by your customers.  Instead, it's the ability to turn your website into an inbound marketing machine. Your website has a hefty goal and it needs to wear many hats.  To improve your brand, your website needs to not just exist, it needs to perform.  It needs to attract visitors, educate them and convince them to buy.  I know what you're thinking - easier said that done.

Posted by Peter Henderson on October 28, 2014 07:30:AM

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