Iliyana's Blog

Made to be Seen: 5 Ways to Upgrade Your Marketing With Visual Content

[fa icon="calendar'] 21-Mar-2017 09:00:00 / by Alexander Kulbov posted in Inbound Marketing

[fa icon="comment"] 0 Comments

This is a guest post by Alex Kulbov from Escreo

Before we think with our heads, we need to see with our eyes. And what lies before them usually sets the course for the way we perceive and evaluate it.

Contrary to popular belief, you don’t necessarily need to create something beautiful in order for it to be effective. You just have to make it memorable. To provoke a reaction. Whether it’s an ad, a step-by-step guide or a new web design, the visual elements of your marketing need to catch the eye and build a positive, credible persona for your clients to appreciate.

Design is crucial for every business. If you’ve neglected it so far, it’s about time you utilize its admirable effect.

Design trends have a lifespan of approximately two years, so it’s important to stay ahead of the game. Most of them are dictated by media and technology, but user-based feedback and demands will yet inculcate themselves into the market.

Here’s how to upgrade your marketing visual content in 2017 in order for your business strategies to cut the mustard.

Read More [fa icon="long-arrow-right"]

The 3 Pillars of Customer Delight for Agencies (And Not Only)

[fa icon="calendar'] 14-Mar-2017 08:30:00 / by Iliyana Stareva posted in Brands and Business, Agencies

[fa icon="comment"] 0 Comments

Did you know that it's five to 25 times more expensive to acquire a new customer than to retain an existing one? 

On top of that, improving customer retention rates by 5% can increase profits by 25% to 95%. 

If you ask me, these are numbers that I certainly wouldn't ignore. 

Unfortunately, far too many companies focus almost exclusively on net new sales and customer service remains just there as a given. 

I see this with my agency partners at HubSpot all the time. 

Of course, money in is important. You need that to keep the business running but if you want to scale an agency, sales and services need to be on the same level. Keeping your customers happy is priority number one too because that's how you ensure you have a sustainable revenue flow coming in all the time. You renew your agency-client retainers year after year because you continue to provide value.

So how do you do keep your customer happy?  

With a simple framework that I call the three pillars of customer delight. 

Read More [fa icon="long-arrow-right"]

Buyer Persona, Buyer's Journey and Content Plan Template

[fa icon="calendar'] 07-Mar-2017 08:30:00 / by Iliyana Stareva posted in Inbound Marketing

[fa icon="comment"] 0 Comments

As some of you know, I'm starting my own business together with my mum. 

It's an e-commerce startup for arts and crafts and we'll be launching the website next week. 

As part of the process, I've been developing the website (by the way, Shopify is amazing for e-commerce!) and planning all PESO (paid, earned, shared, owned) activities with a particular focus on social media. 

And because I work at HubSpot – the pioneers of inbound marketing – and consult my clients day in and day out on best practices for inbound, I'm truly preaching what I teach with my own business. 

While preparing my buyer personas, their buyer's journey and working through the content plan for them, I needed a template or a tool that would work for me. 

I couldn't find anything suitable so I ended up creating my own simple Google Sheet that with just one view visualises all the important parts of this planning and follows the correct way of doing content creation for inbound. It also helps with your keywords strategy

This template for buyer persona, buyer's journey and content campaign plan development is what I want to give to you today. 

Read More [fa icon="long-arrow-right"]

Why It's About Time Agencies Started Preaching What They Teach

[fa icon="calendar'] 28-Feb-2017 08:00:00 / by Iliyana Stareva posted in Agencies

[fa icon="comment"] 0 Comments

As a PR or marketing agency, how much time do you spend building your own organisation’s profile with your own content?

Many would say “none”, “barely any” or "not enough" but in the digital age, this is unacceptable.

And isn't this what you ask clients to do? Isn't trying to convince them that they need to build their online profile with content what you are selling?

Also, why are you asking clients things like "Do you need a new sustainable way to drive people to your business and attract clients?", "Do you struggle being seen as a credible and authoritative brand within your industry?", "Are your current methods not bringing the right results?" to figure out how they differentiate themselves but you are not asking yourself these things or choose to ignore them?

When it comes to you – the communications expert – you fail in communicating about yourself.

Read More [fa icon="long-arrow-right"]

Why PR Needs Inbound PR to Stay Relevant

[fa icon="calendar'] 21-Feb-2017 08:00:00 / by Iliyana Stareva posted in Public Relations, Inbound PR

[fa icon="comment"] 1 Comment

With the global adoption of digital, a lot has been said about the PR industry. Unfortunately, not always positive.

Take, for example, keeping up with social media and online channels to develop appropriate skills and offer the type of services that clients nowadays need has been a painful challenge. Not to mention then measurement which has been PR's biggest problem since its very existence.  

So how does PR stay relevant? 

To figure this out, we need to first analyse our current reality. 

When we think about the past two decades, there are two key things brands and their PR people need to consider:

  • Our consumer and purchasing behaviours have changed, massively.
  • If you don’t have an online presence, you don’t exist.

Let’s start with the first one.

Read More [fa icon="long-arrow-right"]

Subscribe to Email Updates

Iliyanas_Blog_among_50_PR_Blogs Chosen_by_Graduates.jpg

Get Social