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Content is a Business Asset. Here Are 64 Stats To Prove It

[fa icon="calendar'] 18-Sep-2018 09:00:00 / by Iliyana Stareva posted in Inbound Marketing

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92% of businesses state that content has become an asset to their company.

I saw this in an infographic from iScribblers that looks at the state of content marketing mainly for B2B but has insights for marketers from all industries. 

In addition to generating high-quality leads and establishing a stronger positioning for your product or services, content marketing improves both the lead quality and lead quantity for 74% of companies. 

What's more, businesses with proper content marketing strategies see six times the conversion rate of companies that don’t. It's no surprise then that 57% of B2B buyers have already made their purchase decision before even speaking to a sales rep. 

I think what this tells us that we've all become digital buyers who rely on content that we find on our own at our own pace when we need it to do research rather than wait for information to find us. 

If you're still not convinced, take a look at the below stats: 

64 Content Marketing Statistics in 2018

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The Funnel is Dead. Long Live the Flywheel!

[fa icon="calendar'] 11-Sep-2018 09:00:00 / by Iliyana Stareva posted in Inbound Marketing, Marketing

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The funnel is dead. 

Say what? 

Yup, that funnel that you've been using for decades in your marketing and sales to generate traffic and then convert and close leads into customers is dead. 

Why is it dead? Because the funnel uses a linear approach and as our VP of Marketing Jon Dick says

"Funnels lose the energy you put into them once you reach the bottom... Funnels produce customers, but don’t consider how those customers can help you grow. And all the momentum you built acquiring that customer? Gone. Each day, each month, and each quarter, we have to start new."

In an internal meeting at HubSpot, Jon futher explained how: 

The problem with most companies is that they have built their company designed with my dad in mind and not me in mind. In a world where customers' main source of info was vendors, you thought of your business like a funnel. In a world where customer's main source of info is other customers, you think of your business like a flywheel that spins at the rate of your customer's delight. If you want to grow better in 2018, you need to match your business to the modern buyer, throw away the funnel and embrace the flywheel.

The Need for a New Growth Model

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The 6 Key Steps to Developing a Social Media Strategy

[fa icon="calendar'] 04-Sep-2018 09:00:00 / by Iliyana Stareva posted in Social Media, Inbound Marketing

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Did you know that 71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others?

Social media allows you to build brand awareness without needing to invest a ton in media, print or display advertising. It allows you to bring leads to your business by complementing or augmenting your other marketing efforts such as email or events.

Social media has replaced the need for an intermediary by enabling you to have a direct one-on-one contact with your prospects and customers in a genuine, human way. 

Through social conversations, you can build an authentic brand that attracts people to your business and builds loyalty with customers.

This all sounds great, right? The big question, though, is how do you truly make this happen and leverage the benefits of social media to help you grow your business. 

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Why Even Investors Appreciate an Inbound Approach

[fa icon="calendar'] 14-Aug-2018 09:00:00 / by Iliyana Stareva posted in Inbound Marketing, Inbound PR

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70% of investors make investment decisions on the basis of something they learned from digital research.

Is that surprising to you? To me, it's not.

What's most unique about the PR industry unlike any other discipline is that it deals with a multitude of stakeholders - buyers, media people, employees, investors. 

At the heart of Inbound PR is exactly that stakeholder persona that you need to get to know in and out around their challenges, consumption methods, research preferences, communication and information channels and most importantly decision-making process. 

Traditionally, you would think that investors wouldn't be spending their time on digital or trusting those sources, but that's how we thought about buyers and media people too. 

New research proves that you'd be better off with a similar inbound approach for your investors just as for your other stakeholders. 

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Everything You Need to Know About Account-Based Marketing

[fa icon="calendar'] 17-Jul-2018 09:00:00 / by Iliyana Stareva posted in Inbound Marketing

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Account-Based Marketing (ABM) has been a popular term over the last few years with a lot of companies jumping on it. 

I came across a great article from one of our agency partners at HubSpot about ABM and decided to run a whole post on it. 

However, I thought it would be best to rely on the experts on the topic so I picked up some of the best articles about ABM from our agency partners who really are the masters of ABM as they implement it day in and day out for clients. 

Everything You Need to Know About Account-Based Marketing 

What is Account-Based Marketing

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