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No Bounds Blog - Inbound Marketing Without Bounds

Ben Donahower

Ben is the owner and a hands on marketer at No Bounds Digital, a small, but mighty, B2B inbound marketing agency.
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Recent Posts

How to Increase Website Traffic Using Keyword Opposition to Benefit Analysis

Ben Donahower

content marketing, SEO

0

Another great talk at Inbound from Ross Hudgens. 99% of this post is from his brain to this blog. Like with other posts from Inbound, it's not going through our normal editing process, so we can get this information to you quickly, so please be forgiving with spelling and other errors.

1. Topics

Where do you start with content marketing? First, take a step back and do the research to determine what topics will start to move the needle. Ross presented the KOB score, which you can generate using this formula:

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How to Create a Form in HubSpot

Ben Donahower

HubSpot

1

Creating a form in HubSpot is a simple process that requires a few short steps. Follow the instructions below to complete the form creation task.

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Why Your Conversion Rate Optimization Strategy Isn't Working

Ben Donahower

conversion rate

0

Peep Laja of ConversionXL gave a talk at Inbound 2016 explaining a framework for increasing conversion rates. The first half of the talk, however, really interested me because a lot of clients have come to No Bounds Digital having already tried to increase conversion in house without luck. Why is it after doing all of the conversion optimization tactics that you are supposed to do that they still weren't getting results? But first, please note that we're writing this from the conference and wanted to get it into your hands as quickly as possible. This post hasn't gone through our normal editing process, so our apologies for any spelling and grammar errors. It's because all of the typical processes that a business undergoes to increase conversions don't work. Let me, well Peep, explain.

Completing a List of Tactics That Will Increase Conversion Rates

Even ConversionXL isn't immune to writing a list post of ways to increase conversion rates. That said, if you implemented all 53, chances are your website would be a mess and not convert well at all. We've all seen busy websites that might check all of tactical conversion rate optimization boxes, but don't convert and look just plain ugly.

Methodically Testing Conversion Rate Optimization Tactics

Split testing sounds great in theory, but without a framework to identify the most important things to test you'll be spending a lot of time optimizing for conversion. By a lot of time, I meant years and years. Imagine that you can get through an A/B split test every 60 days based upon the amount of traffic that you have going to your website. It would take 8.83 years to get through the 53 ways to increase conversion rates that ConversionXL lists on the aforementioned blog post!

Copying Competitors

We think that our competitors are thoughtfully testing their websites, identifying bottlenecks to more leads and sales, and otherwise making a killing online, but guess what, they're not. Modeling your website after your competitors' is more often than a mistake because. They are going to take you down the wrong road because they aren't doing conversion optimization right either.

Copying the Market Leaders

The same goes with market leaders. There are companies that are effectively implementing a conversion optimization, but chances are it doesn't apply to your products and services specifically.

Implementing Best Practices

I'm sure that Kissmetrics did double conversions with changes to a form but have you ever tried implemented those tactics not to see a twofold increase in conversions? Sure, because there is a lot more going on in terms of your sales cycle or lead generation process online than that one piece.

Adopt a Conversion Rate Optimization Framework Instead

In sum, if you've only tried the following to increase conversions you're leaking money from your website:
  • Implementing a number of conversion rate tactics all at once
  • Split testing without a set of priorities
  • Copying competitors or market leaders
  • Implementing best practices only

A better way is to adopt a conversion rate optimization framework that allows you to identify what the problem is, where the problem is, and then ultimately directs to possibilities to resolve it. There's no need to reinvent the wheel in termes of a conversion rate optimization framework, Peep has already put one together that works: 

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What Should I Include in a New Business Plan?

Ben Donahower

sales

0

We're at Inbound 2016, we're learning a lot, and anxious to share it with you! With that in mind, this post hasn't gone through out normal editing process and we apologize for any spelling or grammatical errors. 2017 is weeks away, so if you haven't started working on a new business plan for next year, now is the time to do it. Developing a plan for new business is important because it aligns everyone at your company around a specific goal with a specific strategy to get there and, heck, impresses your boss if you aren't the CEO. Jody Sutter from The Sutter Company outlined to the eight elements necessary for any new business plan:

1. The Marketplace

  • Trends in the industry
  • Who is your competition?
  • What you need to do to stay competitive
  • Who do you want to compete against?

2. Sales Performance

  • Where are your sales opportunities coming from?
  • How many pitches does it take to acquire a customer?
  • The ratio between proactive to reactive pitches

3. Goals and Benchmarks

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When to Choose In-House Marketing Instead of an Agency

Ben Donahower

inbound marketing, marketing agency

0

Despite all the valid points for letting a marketing agency do all your work, there are times when you should rely on your in-house team to do everything. Here’s when it’s usually smarter to stick to in-house instead of retaining an inbound agency.

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Why Use a Style Guide?

Ben Donahower

inbound marketing, style guide

0

A Style That Appeals to Your Buyer Personas

Buyer personas should inform your style guide. A buyer persona is an imaginary person who best describes your ideal target: their sex, age, occupation, marital status, etc. In addition to demographic information, the most effective buyer personas include a psychographic profile including what their typical day at work and at home look like. Here’s an example buyer persona for a purchasing agent.

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5 Reasons to Hire an Agency

Ben Donahower

inbound marketing, marketing agency

0

Are you weighing the pros and cons of hiring an agency and are still unable to make a choice? Here are five good reasons to hire an agency to help you make the right call.

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Agency vs. In-House Marketing

Ben Donahower

marketing agency, marketing

0

 

One of the biggest strategic decisions you will make about marketing your business is… who will do it? There are times when it’s best to keep all of your marketing in house and others when it will benefit you to retain an agency.

Pros of Hiring an Agency

Hiring a marketing agency works well if you don’t have the expertise in house to leverage online marketing to the extent needed to meet your growth goals, growing or managing your team would be cost inefficient or too time consuming compared to retaining an agency, and you see the benefits of objective advice. These are some of the agency pros to consider:

Wide Range of Skills

Online marketing requires a wide range of skills: content creation, SEO, social media marketing, and other roles depending upon the complexity of your marketing strategy as well. Small, in house teams of generalists or who have advanced skills in a piece of the marketing puzzle are an asset, but by retaining a marketing agency, you both broaden and deepen the skill set of people working for your business dramatically.

On the other hand, there are times that your business might look to an agency with specific expertise: industry knowledge and understand Hubspot or other tools that you have already invested in for example. Hiring an inbound marketing agency

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When is the Right Time to Hire an Agency?

Ben Donahower

inbound marketing, digital marketing, marketing agency

0

 

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A 12-step Content Strategy Template

Ben Donahower

inbound marketing, content marketing, content strategy

0

Creating a content strategy can be a long and tedious process, especially since there are many things to be considered along the way. We give you a short 12-step content strategy template to follow when making your own content strategy to save time and focus on the most important issues.

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