Iliyana's Blog

17 Facts About Inbound That You Need to Know Now

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

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The State of Inbound is out!

It's a yearly survey we do at HubSpot and it reveals the top challenges and priorities facing businesses today in the realms of marketing and sales and changing consumer habits.

The survey also looks at the future to highlight new trends and channels that will soon affect the way we all do business. 

You can grab the global report here, however, I want to look at the EMEA results and share with you 17 about that you need to know now to plan the rest of your year and 2018. 

17 Facts About The State of Inbound That You Need to Know Now: 

  1. 62% of marketers say their top challenge is generating leads. 
  2. 63% of marketers believe their organisation's marketing strategy is effective. 
  3. 73% of C-level executives believe their organisation's marketing strategy is effective. 
  4. 55% of individual contributors believe their organisation's marketing strategy is effective. 
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Your Business is Doomed Without a Lot of Content

[fa icon="calendar'] 09-May-2017 09:00:00 / by Iliyana Stareva posted in Inbound Marketing, Marketing

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My start-up Smile Arty has now been live for about three months. 

Painful months. It was hard, really hard in the beginning. Things like getting the company registered, getting a bank account, setting up everything for accounting, revenue etc. were nerve-racking. 

The one thing that was easy was the website and all the content. 

I say easy because I have a PR background and I now work in inbound marketing so I didn't have to start learning any of this from scratch whereas the whole administrative thing for a new business was completely new to me.

I have to say, though, in less than three months, content started working. 

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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

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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.

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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

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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. 

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Content Marketing Isn't The Future, It's The Present

[fa icon="calendar'] 14-Feb-2017 09:00:00 / by Martina Stričak posted in Inbound Marketing

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This is a guest post by Martina Stričak from Point Visible. 

Can you believe it, it's 2017 and content is still the king? Some things never change!

You know what they say – if something is good, why change it? No matter how much marketers are trying to find other ways to promote services or products, it all always comes down to creating great content.

As time goes by and different things become popular and less popular, content marketing is going through changes as well, but it's always here.

Over the last few years, a vast majority of marketers, both B2B and B2C, stated that content marketing is a major part of their general marketing strategy and budget for the upcoming year. In fact, for 2017, ¾ of marketers said they will invest more in content marketing than in 2016. There has to be something in it, right?

Well, there definitely is. With increased number of various apps and extensions that are made to block „traditional“ online ads (like banners and pop ups), content marketing has become a go-to way of promoting a product or a service.

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