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McGraw-Hill, LinkedIn + 3 Expert Perspectives: Building Trust With Customers

Posted by Christine B. Whittemore on May 1, 2018 8:30:00 AM

This is a 5 minute read.

With all the talk about privacy concerns and online social networks, what often gets lost is the valuable role that networks play in building trust with customers.

When I first published this article in January 2012, I focused primarily on how business blogging helps build those relationships. In this update, I also want to call attention to LinkedIn.

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Topics: Digital Marketing

What To Do When Your Shopping Cart Gets Abandoned? Try Email Marketing

Posted by Christine B. Whittemore on Apr 24, 2018 8:30:00 AM

This is a 7 minute read.

If you have an ecommerce website, what do you do when your shopping cart gets abandoned? Do you use email marketing?

If you don't, you should reconsider.

According to the Baymard Institute, the average shopping cart abandonment rate is between 68% and 78%. However, many reasons can lead to abandoning a shopping cart -  including not being quite yet ready to purchase or even getting interrupted.

Imagine, then, following up with an email communication to find out more.

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Topics: customer experience, email marketing

Inbound Marketing Definition: Build Trust, Generate Leads

Posted by Christine B. Whittemore on Apr 17, 2018 8:30:00 AM

This is a 9 minute read.

What's your definition of 'inbound marketing'?

For me, it has everything to do with building trust so you generate the right leads for your business.

Interestingly, since publishing this article in July 2012, quite a few marketing automation companies in addition to HubSpot have committed to inbound marketing and defined the term.

Here are the top four I came across.

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Topics: inbound marketing

Do You Integrate Personas into Your Inbound Marketing with HubSpot?

Posted by Christine B. Whittemore on Apr 3, 2018 8:30:00 AM

This is a 5 minute read.

Do you do personas in your business? Have you integrated them into your inbound marketing?

If yes, then please add your perspective to this article in the comments.

If no, you'll be interested in the persona tool from HubSpot which makes integrating personas into your inbound marketing not only seamless, but also impossible to ignore. 

However, even if you don't use HubSpot, you can apply personas to your marketing, so read on!

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Topics: customer experience, content marketing, HubSpot

How To Build Inbound Trust and Cooperation: Simon Sinek Explains

Posted by Christine B. Whittemore on Mar 27, 2018 8:30:00 AM

This is a 8 minute read.

How important is it for you to build trust and cooperation? Aren't both an ongoing commitment you make to everyone your business touches?

And yet that commitment can become overwhelming. Nowadays, you need to be always-on, constantly figuring out how to develop and nurture ongoing relationships across tools and platforms that are forever in flux. Don't forget those critical in-real-life interactions!

Enter Simon Sinek who, during INBOUND 14, focused on the very topic of how to build trust and cooperation in an inbound marketing world.

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Topics: inbound marketing, customer loyalty

What's Your Marketing Technology Stack?

Posted by Christine B. Whittemore on Mar 20, 2018 8:30:00 AM

This is a 6 minute read.

Have you created your own Marketing Technology Stack? If you haven't, I strongly encourage you to not only do so, but also to submit a visual depiction of your stack to the 2018 Stackies.

In this article I share with you my 2018 stack and my journey to submitting my very first one in 2016, as well as references from 2016 and 2017 to inspire you to think about your marketing technology stack and how you might visually represent it.

Note: You have until Friday, April 6th, 2018 to submit your own entry to the Stackies. Details in this article: Share your marketing tech stack, and we’ll donate up to $10,000 to Girls in Tech.

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Topics: Digital Marketing, Marketing Technology

11 Undeniable Signs of Inbound Marketing Success

Posted by Christine B. Whittemore on Jan 30, 2018 8:30:00 AM

This is a 9 minute read.

What are the signs that your inbound marketing efforts are generating success?

After all, you've been working intensely, publishing blog articles regularly and consistently, creating new offers and promoting those with call-to-action buttons and landing pages.

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Topics: inbound marketing

10 Top Tips for Starting a Blog for Business

Posted by Christine B. Whittemore on Jan 16, 2018 8:30:00 AM

This is a 9 minute read.

If your business doesn't yet have a blog - or has one that might benefit from a reset - here are 10 tips for starting that business blog.

For perspective, I originally published this article in March 2012 a day after a #KBTribeChat about Blogging for Business that Todd Vendituoli hosted. I met him in person a few months later at Coverings 2012.

>> See Tile Industry at Coverings 2012 via Tweetup, Twitter Chat, Trends

The Twitter Chat reminded me that I had wanted to address this topic. As I revisit this article six years later, I'm reminded how critical it is to not just have a blog for business, but also to put it in the right perspective. These top tips should help.

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Topics: Blogging, B2B Social Media

27 Inbound Marketing Assessment Questions

Posted by Christine B. Whittemore on Jan 9, 2018 8:30:00 AM

This is a 4 minute read.

Are you wondering how effective inbound is compared to traditional outbound marketing? Try these 27 inbound marketing assessment questions to figure out what you're missing out on.

What is Inbound Marketing?

Think how a magnet attracts iron... Similarly, inbound marketing makes use of content to attract visitors to your website.

Inbound marketing helps your business get found online because your content shows up in search by virtue of addressing topics of relevance to those searching.

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Topics: inbound marketing

Why Blogs For Business? For Content That Connects With Your Customers

Posted by Christine B. Whittemore on Dec 19, 2017 8:30:00 AM

This is a 6 minute read.

What's your take on why blogs for business?

Do you consider them useful? A necessary evil? Something to run away from? A digital doodad with possibilities, but too confusing to pay much attention to right now?

Blogs Are Critical for Business

I consider blogs critical for business. In fact, I can't imagine any business serious about connecting with customers and getting found online being without one.

Without a blog, how do you create meaningful content for your customers?

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Topics: Blogging, Get Found