Chart of the Week: What Buyers Want from Your Website

We all know our website is a key part of our marketing and lead generation strategy . But when prospects visit your site, what are they looking for? What do they want to see, and what do they consider most important? To find out, RainToday surveyed more than 200 buyers of B2B services — in companies of all sizes — to rate the importance of various elements of a service provider’s website. The top 4 elements should come as no surprise:  Service descriptions (87%)  Description of industries served (78%)  Success stories / case studies (73%)  Professional website design and presentation…

SEO Testing: Driving Higher Organic CTR and Rankings Through Systematic Experimentation [Case Study]

The web is awash with often conflicting advice on the subject of search engine optimization. Do bolding keywords generate higher or lower rankings? What about embedding dates in URLs? Do my pages actually answer searcher’s questions? Knowing the difference between solid advice and search superstition is sometimes impossible. Instead of throwing up our hands in frustration, we should put these assumptions to the test. By applying the scientific method to the factors that influence search rankings, we can learn what works and what doesn’t. Here’s how we approach SEO testing in our work as a marketing technology consultancy. Why We…

8 Recent Examples of Newsjacking in Action

Shortly after the announcement that Prince Harry and Meghan Markle were “stepping away” as senior members of the Royal Family, Madame Tussauds Wax Museum also made news by removing Harry and Megan from a wax display of the Royal family. But, the famous wax museum’s publicity stunt isn’t the only example of a brand that’s leveraged a news event to gain awareness or viral attention. In fact, this tactic has been used by marketers throughout the 2000s. It’s often called “newsjacking.” Newsjacking is when a brand or firm mentions or creates a campaign centered around a major, well-discussed news item….

The 8 Best Free Flowchart Templates [+ Examples]

A great business needs a great many things in order to succeed – strong leadership, a competitive advantage, and a unique vision among them. However, one element that could make or break a business is its process (or lack thereof). A clear, repeatable process has two major hurdles to a successful implementation in a business. Number one is the development of that process, and number two is getting buy-in from stakeholders on that process. That said, the best way to overcome both of these potential roadblocks is to transparently and logically outline a process. Many businesses use flowcharts to accomplish this task,…

How to Create an Advertising Proposal [Free Template]

Whether you’re part of an internal marketing team or an agency developing an advertising pitch, it’s imperative to nail your advertising proposal to gain stakeholder clarity and secure their buy-in. After all, advertising is expensive, and a poorly managed campaign results in wasted funds and resources that fail to deliver a return on investment – which could hinder a company’s ability to hit its awareness and sales goals. Executives need to know that an advertising project has been well thought-out from all angles before they front the money to develop creative and buy advertising space. And the best way to…

The Entire Content Creation Process in 17 Steps and a Single Flowchart

From first inspiration to the final draft, this is the process for content creation. It’s a lot of thinking and planning, outreach and research, writing and editing. We laid out all the steps in order, with all of the little decisions involved, into a single flowchart.  This diagram reflects our content strategy here at Orbit. Yours may be different. But browsing through this single, simple graphic may remind you of tactics that might work for you if you aren’t doing them already. Here it is, for all of our readers and subscribers. Detailed notes, links to resources and input from…

The Ultimate Guide to LinkedIn Company Pages

A lot happens on LinkedIn. People post updates, professionals seek new jobs, salespeople pitch prospective customers, and LinkedIn members of all kinds connect, chat, and build relationships. With almost 740 million members, this level of activity comes as no surprise. The LinkedIn Pages launch in late 2018 equipped consumers to discover and vet their favorite businesses and for businesses, organizations, and institutions to connect with their audiences. LinkedIn Company Pages provide a unique way for your organization to stand out from the noise — important noise, but noisy nonetheless. We developed this guide to help you master your LinkedIn Company…

What I Found After Experimenting with Google Discover for Two Months

Posted by MobersteinI’m completely fascinated by Google’s Discover Feed. Besides the fact that it serves highly-relevant content, it also seems beyond the reach of being gamed. In a way, it almost seems beyond the reach of pure SEO (which makes it downright tantalizing to me). It all made me want to understand what makes the feed tick. So I did what any sensible person would do. I spent the better part of two months running all sorts of queries in all sorts of different ways to see how it impacted my Discover Feed. Here are my ramblings. My approach to…

How to Create a Comprehensive How to Guide [+Examples]

The irony doesn’t escape me that I’m currently writing a “How to” guide on … “How to” guides. Fortunately, I’ve had my fair share of experiences writing How to guides for HubSpot over the years — some of my favorites include How to Give a Persuasive Presentation, How to Develop a Content Strategy: A Start-to-Finish Guide, and How to Write a Request for Proposal. How to Guides are incredibly valuable opportunities to reach new audiences with useful, high-quality content. Plus, for both B2B and B2C businesses, How to Guides are often necessary components of a healthy lead generation strategy. For…

The Beginner’s Guide to Share of Voice

If you’ve ever been in charge of gathering reports for your marketing team, then you know there are a plethora of metrics you can measure. One metric that you might not think to use for several channels is share of voice. However, this is a versatile metric that you can use in a competitive analysis for social media, organic traffic, or even paid advertising. As a marketer, share of voice is important because it helps you understand how well your brand is performing against the competition. Below, let’s review everything you need to know about share of voice. While share…