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Inbound Fundamentals: The ABCs of A/B Testing

A couple of weeks ago, I was sent a link to a blog post. “Check out the CTA at the end of this post. I love this!” said the client. I agreed, the CTA had some really nice features that were worth a bit of pondering. Later that day, I opened the link again to take another glance, and the CTA had changed. It still had some of the same basic elements, but the copy was a little different, as was the design.

The publishers of this blog post were using a method called A/B, or split, testing. This concept is at the core of Inbound Fundamentals.

In this post, we’ll take a look at the ABCs of A/B testing — how to do it, and where you can put it into practice.

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Retargeting Isn’t Just for Display Anymore

In the 2002 movie, Minority Report, Tom Cruise plays an officer who is accused of a murder he has yet to commit. Although the science behind this futuristic policing is sketchy at best, other novel concepts in the film are not far off.

For instance, upon walking into The Gap, Mr. Anderson (played by Cruise) is greeted with a holographic image asking him how those assorted tank tops worked out for him. While we don’t currently experience personal advertising based on identification by retina scan, we are offered targeted ads based on our past behavior.

This is called retargeting, and the way it’s been used has evolved in recent years.

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A HubSpot Partner’s Review of “Disrupted” by Dan Lyons

 

Okay, I’m going to admit this right from the start, I love a good train-wreck of a corporate “tell all” book. So when Disrupted was released I was secretly pretty excited. We were going to to get all the dirty laundry on HubSpot, a product we use and a company that operates in our community.  I imagined an insider’s expose filled with anecdotes and allegations of insane all night coke fueled blogging binges, Halligan’s weird sprocket fetish, and absurd corporate waste. Instead Lyons has penned a fairly banal account of petty office Facebook spats, quirky company culture and an oddly obsessive notation of how many kitchens the Cambridge office contains.

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Inbound Fundamentals: You Get What You Give

I have been known to be a thrift shop junkie. I love the thrill of finding a $5 vintage Coach bag that someone carelessly tossed aside, or a brand new, tags-on dress from one of my favorite boutique designers.

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How Local Guides are Good for Local SEO

Living in a city with a high volume of tourist traffic, I’ve come to learn a lot about the area just by eavesdropping here and there. For instance, I recently passed by a lanyard-wearing, fanny pack toting tour group the other day and I overheard the tour guide say that nearly 2,000,000 tourists visit the city every year. I also know that the rooftop bar with the best view doesn’t serve the best drinks, and that if you’re going to buy a sweetgrass basket, it’s best to skip up the road and dicker with a local vendor, rather than pay full price in the market.

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Inbound Fundamentals: What Content are My Customers Looking For?

Whether you’re just getting started in inbound marketing or are a seasoned expert, there is one question you want to continually ask yourself – what are my customers looking for? The answer to this question depends on a variety of factors, but ultimately, your customers are looking for content that provides them with answers to their questions or solutions to their problems.

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Why Winking at Your Competitors is a Good Idea

taco emojiFolks, it’s happened. The world is complete. We finally have a taco emoji. That’s right – you can now add a taco to your dancing ladies, winking face, and coffee mug. While perhaps, you didn’t miss the taco emoji as much as some (cough, me, cough), by now you probably have your favorite emojis and emoticons for your personal texts and social media communications. But have you thought about incorporating those tiny pictures into your corporate social media posts and tweets?

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Do LinkedIn Posts Affect Your Site’s SEO?


LinkedIn started as a small professional networking startup, but has morphed into one of the fastest growing social networks in the industry. The company’s 2015 first quarter numbers reported a whopping 364 million members. These numbers are staggering and as a company you may be wondering what you can do to leverage the platform for your brand.

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