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Inbound Marketing Part 2: The Ingredients of an Inbound Marketing Campaign

Posted Thu, March 12, 2015 by Julie Short

In the first post in this series, we explained the concept behind inbound marketing and showed why it’s becoming so prevalent in the digital age. Today, we want to follow up on that idea and give you a quick overview of what an actual working campaign might look like.

If you want to attract new leads, and have them contact you when they’re ready to take the next step, there are a few things you have to have in place:

Several Pathways to Attract Visitors to Your Website

Before your website can generate leads, it has to have traffic. In most cases, an inbound marketing campaign will begin with search engine optimization, or perhaps pay-per-click ads. However, you can also leverage social media networks, a blog, referrals, and even email marketing to drive visitors to your website.

If possible, you’ll want to have several sources of new visitors. That will ensure you’re not only getting a mix of visitors, but also that you don’t become too dependent on any one particular source.

A Sales Funnel That Converts Visitors into Leads and Leads into Customers

Once you have visitors coming to your website, you need a way to turn them into leads. The specific process will probably depend a lot on your business, the industry, and customer preferences. However, it’s very common to offer premiums and extras in exchange for contact information. For example, you might give out an e-book, DVD set, or free consultation through your website to anyone who is willing to sign up for your newsletter or attend an event.

What matters here is that you give people who are coming to your website a very good reason to learn more and take the next step. Eventually, that “next step” will involve making a purchase or meeting with a member of your team.

A Way to Nurture Contacts and Encourage Them to Keep Moving Forward

One great thing about inbound marketing is that it allows customers to move the process along at their own pace. Unfortunately, not all of them are going to be ready to take action and meet with you or complete a purchase right away. For that reason, you need to have some sort of follow-up system in place, such as an email newsletter or autoresponder for “cold” leads. Eventually, these contacts may come around and decide to work with you.

There is a lot more that goes into inbound marketing, of course, but you can’t design or implement a successful lead generation campaign without these ingredients. Are you ready to put them to work on your website?

Think inbound marketing could work for your business, or want to ask questions? Contact WebRevelation today and let us show you why so many companies turn to us when they need to see bottom-line improvements in sales and marketing.

Posted in : Website Content , SEO/SMO/SMM , Email Marketing , Business Strategy | 
Tags : inbound marketing , online marketing


Inbound Marketing Part 1: What It Is and Why You Need It

Posted Thu, March 5, 2015 by Julie Short

“If you need customers, go out and find them!”

This piece of general business advice has been given out – at various times, and in various ways – for decades, and maybe even centuries. The whole history of sales and marketing is essentially founded on the concept that it’s a company’s job to go out there and “beat the bushes” for new business as often as is necessary to stay in the black.

A funny thing has happened over the past couple of decades, though. This idea of going out and selling to people has begun to quietly fade away. With so much information and so many resources available on the Internet at all times, people have figured out how to get the products, services, and information they need all on their own.

They’ve become wary of being sold to. Instead they want to buy, based on their own research, when they feel ready to take the first step.

The job of the marketer, then, isn’t to go out and find customers, but to be easy for customers to find. That’s the essence of inbound marketing, and why it works so well over the Internet.

Why You’ll Love Inbound Marketing

The switch from traditional (or “outbound”) marketing to inbound marketing isn’t just a slight twist in wording – it’s a complete change in philosophy.

A lot of companies have trouble embracing it at first, but then they discover there are some powerful advantages:

  • First, that marketing to new customers (and the sales process in general) is much easier because you have interested clients or customers coming to you instead of the other way around.
  • That a lot of prospects will self-select, meaning they’ll have found the right product or service, and in the right price range, on their own before they contact your company. That means less time spent educating customers or haggling over prices.
  • Inbound marketing systems are more easily scalable. You can increase or decrease your efforts without having to hire and fire lots of new employees or spend non-refundable deposits on new advice.
  • And most importantly, inbound marketing is much more effective than outbound marketing in the digital age. It’s not just about improving your bottom line, but also keeping up with your competitors and your own business goals.


Inbound marketing isn’t so much a trend as it is a new way of doing business, and one that’s probably here to stay for companies and most industries. In part two, we’ll look at the essentials of an inbound marketing campaign.

To find out more, click through to the second post in the inbound marketing series or contact WebRevelation today and let us show you how we’ve been able to help businesses like yours to attract customers using cost-effective tactics and strategies.

Posted in : Website Content , SEO/SMO/SMM , Email Marketing , Business Strategy | 
Tags : inbound marketing , marketing , blogs , social media


Why Email Marketing Works (and Why So Many Businesses Struggle With It)

Posted Thu, February 26, 2015 by Julie Short

Even in this age of social media, mobile marketing, and search engine optimization, reaching your best customer through his or her inbox – in the form of a targeted and well-crafted email newsletter – is still the fastest and most reliable way to grow your sales over time.

Why Email Marketing Is Profitable

Email newsletters might not be flashy, but they just work. Here are just a few of the best reasons why:

  • If you have a properly identified and segmented list, your email newsletter can be incredibly targeted. Pair the right message with the right audience, and you’ll achieve high click-through rates.
  • Email newsletters can be combined with high-impact offers and landing pages for time-sensitive campaigns. That means you can take advantage of a trend or event your customer’s already thinking about, and then track the results in real time.
  • Email marketing is incredibly cost-effective. For a fraction of what you’d spend on PPC ads or organic search engine optimization, you can reach thousands of potential buyers in an instant.
  • Sending strong email letters reinforces your sales and branding messages over time as recipients become more and more familiar with your business.

In truth, we could go on and on and give you even more benefits of email marketing. But despite the fact that it works, and works well, there are lots of businesses who are seeing declining returns or have given up on their email newsletters altogether.

How can that be?

Why Businesses Struggle With Email

The answer almost always comes down to one of two things: Either their email marketing campaigns are poorly executed or they aren’t sending targeted messages often enough to stay on top of their customers’ minds. In other words, good email marketing works even when you aren’t sending messages because buyers are aware of you; that can’t happen, though, if you aren’t contacting them regularly.

If you haven’t been getting the kind of impact from your email newsletter that you are expecting, we might have the answer you’ve been waiting for – WebRevelation email marketing management.

Posted in : SEO/SMO/SMM , Email Marketing | 
Tags : email marketing


Are You Playing Hide and Seek With Your Customers?

Posted Thu, February 19, 2015 by Julie Short

As the web has gotten bigger and bigger, the need for targeted, focused, and (sometimes) geographic-specific communities has increased.

There is an almost infinite amount of information online, but the majority isn’t always relevant. That’s especially true when it comes to the search for local businesses and vendors – you don’t want to find everyone, just the matches that make sense for your need and area.

For customers, the easy answer is to turn to websites like Yelp, YP (formerly yellow pages), and Foursquare, which sort profiles by interest and geography. For marketers, however, things get a little tougher. Businesses desperately need to be represented on these websites, but don’t always have the time and expertise to properly upload a profile, much less keep it current.

So how do you bridge that gap and keep your business visible without spending all your time entering information and looking for reviews? We might just have the perfect answer for you…

Introducing Your Business Listing Management Solution

At WebRevelation, we’ve been encouraging our clients to find and use every business listing outlet they can, knowing that maintaining the effort was a big challenge for business owners and managers.

In an effort to alleviate that challenge, we’ve partnered with Yext, a service that allows us to upload, update, and maintain your current local listing with dozens of powerful, high-profile listing publishers, nationally and internationally. Whether you have one location or dozens, it’s the perfect way to make your business easy to find while saving you lots of time and money.

It’s hard to overstate what kind of marketing effect the right exposure can have on a business that relies on local companies. Even if you were able to maintain a handful of profiles on your own, there’s no guarantee that the sites you choose would match up to the ones your next great customer wants to use. By making sure your business is easy to find in all the major apps and directories, you’re ensuring that your company will be hard for anyone who’s interested to miss.

Get Started With Business Listing Management Today

There are thousands and thousands of buyers out there waiting to find you, and lots of business that’s ready to be won. Now we are making it easier and more affordable than ever for you to ensure your business information stays current, correct, and visible. You could play hide and seek with your customers, but why not have them coming to you instead?

Contact WebRevelation today to learn more about our partnership with Yext and what it means for your business listings and online reviews.

Posted in : SEO/SMO/SMM , Online Profile Management , Business Strategy | 
Tags : business listings , online profile


Why Customers Want ERP-Ready Manufacturers

Posted Thu, February 12, 2015 by Julie Short

Usually, when manufacturing clients come to us wanting to explore ERP packages, it's because they are interested in cutting costs, or want to keep a closer eye on supply chains and other details. But what about the other side of the bottom-line equation? Did you know that investing in the right ERP can help you gain more customers, too?

Although buyers might not ask your company for or about an ERP directly, that doesn't mean they don't want you to have one. That's because manufacturers that are taking advantage of enterprise resource planning can do more, do it more quickly, and at better prices. In other words, they become the kinds of businesses your best customers want to work with and order from.

To see why that might be, consider three important advantages from your customer’s point of view:

Speed is critical in choosing a manufacturer. In today's market, speed is every bit as important as price and quality. Margins might be tighter, but so are schedules. If you can reliably deliver products based on aggressive schedules, you become virtually priceless to buyers. That means they'll come back to you time and time again, and may even pay a premium to do so.

Cost competitiveness is changing everything. Of course, margins are getting tighter across every type of manufacturing market. By having more control over your supply chain, and real-time information about input prices, you can produce better, more accurate quotes for your customers. Staying competitive and profitable at the same time is always a winning strategy.

They want a manufacturer who can adjust to new conditions quickly. When delivery dates, quantities, and locations change, it's the manufacturer that is equipped with a strong ERP that's ready to step in and meet buyer needs. Your customers want a manufacturer they can count on… when you're taking advantage of the right ERP, it's easy to be the supplier of choice.

You already know that success in manufacturing is all about delivering the right product and service at the right price, and on the customer's schedule. A strong ERP platform helps you achieve all of those, which leads to increased customer loyalty and helps your profitability on every account.

To learn more about our ERP systems – and to see case studies that show how we have helped manufacturing companies just like yours – call or e-mail a member of our team and request a free consultation. It won't take long for us to show you why you shouldn't ignore this technology.

Posted in : ERP | 
Tags : erp , manufacturer


Effective Tips for Improving Site Navigation

Posted Wed, February 4, 2015 by Julie Short

Navigation is at the core of every website. Visitors click links that lead them to new pages with more links. A site’s universal navigation is the doorway to its most important content. 

Page names actually drive quite a bit of traffic to your website from search engines. A User Interface Engineering study found that over 50 percent of search traffic on a major commerce site was generated from the department, gallery and product pages deep inside the site.

Having a dysfunctional website navigation is like driving around without street signs. If you don’t know where to go, you won’t find what you’re looking for. If visitors have a tough time navigating your website, they won’t want to return and you can actually drive away business. 

A recurring inability to find information, products or services is one of the biggest challenges any website faces. Every web designer has to understand a user’s goal and what they need to accomplish when they visit the site. Here are some compelling statistics about how poor website navigation affects users and sales. 

  • Research by User Interface Engineering, Inc., shows that people cannot find the information they seek on a Web site about 60 percent of the time.
  • Studies by Forrester Research estimate that approximately 50 percent of potential sales are lost because users can’t find information and that 40 percent of users do not return to a site when their first visit is a negative experience.
  • A study by Zona Research found that 62 percent of Web shoppers give up looking for the item they want to buy online.

If visitors can’t find information on your website, it doesn’t exist. Below are some practical tips to improving a website’s navigation. 

Review Navigation Menu Wording
Phrasing in navigation menus must be deliberate. Don’t focus on fancy wording. Describe the page or content as boring and straightforward as possible. Make it obvious to the visitor what they’re getting when they click a link. Don’t use jargon on a navigation menu. Stay on the safe side and assume your visitor knows nothing about your industry. 

Review Analytics for Clues
Your site’s analytics will point out things that need improvement. If important pages aren’t being viewed, something might be wrong. The page could be mislabeled or poorly described and be confusing visitors. If a lot of your visitors reach your website and are quickly clicking on multiple different links without landing on a page, they probably couldn’t find what they needed. 

Incorporate Drop Down Menus
Drop down menus help users explore all your site has to offer quickly without having to click on anything. Most designers prefer vertical drop down menus because they usually won’t cover page content. 

Incorporate Subcategories 
This tip is essential for online stores. Allow visitors to sort items by price, color, brand, available sizes and top sellers. Give them the option to narrow what they see by giving subcategories within broad topics.  

Include an Internal Site Search
If a visitor can’t find what they’re looking for in your menu, give them a last option. Often, this will prevent them from leaving and trying a competitor's site. 

Identify Frequently Searched Terms
If your visitors are regularly searching within your site for something specific, that topic should have its own page and link in the navigation menu. 

Usability and functionality are just a few of the many factors of website design. If you take away one thing from this blog, don’t overlook your website’s navigation. If it’s not easy to use, you’re losing business. If you’re having this problem with your website, contact us at 972-478-7127 for more information on how a professional web design can benefit your business.  

Posted in : Websites , Website Content | 
Tags : navigation


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