News, Articles & Knowledge

There were a lot of subjects covered at Web Summit 2019 in Lisbon, but a recurrent theme throughout the three days was the importance of business purpose. Whether it’s the purpose of companies in our society or the mission they carry internally, purpose is identified by many marketeers and business leaders as the factor that will differentiate your business from other companies as well as help you lead your workforce in the right direction.

The internet; something we probably take for-granted as many of us probably cannot remember what life was like before it existed! Since the invention of the World Wide Web in 1989 by a Tim Berners Lee; the internet and the digital world has evolved drastically. In 1990 just 0.5% of the global population used the internet. Fast forward to today and there are a staggering 4.33 billion internet users equating to an global online penetration of 59% with users using the internet to do everything from watch videos, research information, find new recipes, downloading music, writing reviews to buying new clothes and groceries. The majority of individuals consume some sort of digital content on a regular or daily basis and digital marketing has the capability to reach large and targeted audiences.

There’s a high chance that your business may already be engaged in the basics of social selling especially if you have a LinkedIn account, Twitter account and or actively engage in forums like Quora and Reddit as these are ideal platforms to ‘social sell’.

It doesn’t matter if your goal is to acquire leads, increase sales or conversions, content plays a crucial role in moving people through the buyers’ journey. With a staggering 4.39 billion internet users worldwide creating content is a great way to reach an audience and where they are. From videos to images to blogs, content helps your prospective customers or leads learn about you as a brand, gather information about your products and services and as a business you can use content to position yourself as the expert in that field.

Personas are a vital part of content marketing. Defining who your customers are helps you to understand how to talk to them, their pain points or challenges, where to reach them and eventually how to get them to perform a specific action on your website. Combined with a good understanding of their buying journey, your personas can help you write relevant, useful content that will push them further down the funnel.

Members of the Innovation Visual team were delighted to attend INBOUND 2018 in Boston, MA this week. This year INBOUND brought together a community of over 24,000 people who all have a passion for digital marketing, sales and delighting their customers through the inbound methodology.