Max Traylor

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3 percent is a good conversion rate for a new B2B website.

Every day I talk to entrepreneurs who are launching new B2B websites, hoping to build a pipeline of new business through content and inbound marketing. These business owners often rely on “conversion rate” as a measurement of their sites’ marketing performance.

A site’s conversion rate is the number of people that filled out a form on that site divided by the total number of website visitors, expressed as a percentage (leads/visits). This is an important metric for gauging your buyer’s interest in your website content.

But if your B2B website is brand new, how can you know what kind of conversion rate it will have? Knowing what to expect when you have no previous conversion rate data on your site is important for setting expectations with the rest of your team.

I recently helped Patrick Truhlar, Managing Member at Steady Returns LLC, with this very problem. He wanted to know what to expect in terms of conversion rate for his new site, which is launching in March. After a couple weeks of digging into his current site’s history of performance, I set some expectations for starting up content marketing with fewer than 200 visits per month coming to his website, which is his current site’s trend.

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Jan 21, 2015 8:30:00 AM
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Max Traylor

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Using Linkedin to rocket fuel your content marketing campaigns

40% of Linkedin's 332M registered business professionals participate in conversations within Linkedin groups. These potential buyers go to Linkedin groups and ask for help with specific business problems because they know that they can get actionable advice from experts and peers before talking to a salesperson who may or may not be honest and forthcoming. This means there is an opportunity for B2B companies to create real relationships with buyers by consistently answering questions and helping their target buyers when they go to Linkedin groups in a time of need. The recorded webinar and highlights below will show you the process and technology we use to become top contributors on targeted Linkedin groups and inject some serious rocket fuel into our content marketing campaigns, sparking relationships and boosting lead generation for the sales team.

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Jan 1, 2015 10:15:00 AM
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Max Traylor

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How sales software companies can communicate value to buyers quickly

Many technology gurus are taking advantage of the growing need for sales enablement software and developing highly specialized products and solutions that they really do deliver a ton of value to sales teams. Savo is a good example: http://www.savogroup.com/. That being said, these software companies struggle to communicate that value in a way that can be easily understood by the people making the buying decisions.

If you are struggling to get buyers excited about your sales technology product during the first call, here are a couple ways you can sharpen the knife, shorten your pitch, and make it compelling, memorable and value-added.

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Nov 23, 2014 3:19:47 PM
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Max Traylor

Recent Posts

3 not so easy steps to create a real content marketing strategy

A good content marketing strategy will attract new business opportunities using content. To be successful, you will need to know exactly who you are talking to and how they make purchasing decisions (the buyer persona). You will also need to answer the buyer’s questions at each stage of their “buyer’s journey” and map your sales process using content (content plan). Finally, identify where the content would most likely reach your target audience (distribution plan). These are the three elements of a content marketing strategy that can grow your business, but creating these strategic plans takes a lot of work. Here are the steps you need to take, and resources you can use to create your own content marketing strategy. All great things take time and effort, so make the time and put in the effort!

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Apr 24, 2014 4:38:55 PM
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Max Traylor

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Google’s Judgment Day: Post-Keyword Guide to Inbound Agency Survival

Inbound agencies, welcome to the end of SEO as we know it.

For those of you who have not noticed the steady decrease in keyword data coming from Google since October 2011, Google has taken another HUGE step toward destroying an industry it helped create: SEO. The company recently confirmed that it is making moves to hide 100 percent of keyword data. As of Sept. 22, 2013, this number was about 73 percent, according to this fantastic article from Search Engine Land, which gives more background on Google’s recent announcement. For inbound marketing agencies that have been avoiding making a fundamental change to the way they approach creating “valuable” content, this move by Google forces a decision: adapt and change or curl up and die.

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Oct 15, 2013 8:32:00 AM
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Max Traylor

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What Susan Cain Taught Me About Bottom of the Funnel Offers

susan caine quietLast year at HubSpot's annual Inbound 2012 conference in Boston, Susan Cain delivered a keynote speech to complement her recent book titled Quiet: The Power of Introverts in a World That Can't Stop Talking.  At the time, Susan's speech about the two different personality types in business today, introverts and extroverts, was probably my least favorite presentation, because I had trouble translating her deep knowledge of conflicting personality types to actionable inbound marketing practices.

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Jun 18, 2013 9:20:00 AM
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Max Traylor

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How to Overcome Objections and Boost Leads With LinkedIn Services

B2B content marketers are always looking for ways to extend the reach of their content.  As you create content to answer hot questions that your prospects are asking, Google does the job of matching linkedin-social-media-marketinginterested people to the answers provided in your blog and other content assets.  However, successful content marketers know that they do not need to sit around and wait for Google to serve up the match that will generate leads.  Content syndication is about accelerating a match between prospective leads and your content by going beyond Google’s organic search and seeding your target market.  So, where do business professionals go for information?  The answer: LinkedIn. 

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May 20, 2013 12:25:00 PM
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Max Traylor

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SSL Conversion Rates: A Perfect Example of a Changed Search Market

B2B content marketers are charged with getting more qualified prospects to consume their helpful content and moving them down their automated sales funnel.  You can tell when the right people are finding ssl-traffic-personalized-searchyour content, such as your blog, by looking at the conversion rates on your top-of-the-funnel offers. Assuming you have built strong calls-to-action into your blog articles, which lead to contextually aligned pieces of premium content, you will see your traffic and conversions moving up and to the right.  As you examine the conversion rates for organic searchsearch engine traffic that actually converts to leadsyou will always be confronted with the fact that about 40 percent of your organic traffic has hidden source data or SSL traffic, meaning that you do not know what search term that person used to find your content (See screenshot below).  Yes, you know these people are arriving via a search engine, but Google will not release information on what terms they were searching for to find your content.  So, how does Google decide what source data gets hidden from you in analytics?  Anyone that is signed into Google will have hidden source data, which means that this mystery segment will continue to grow with every new Google application.  This is quite scary, right?

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May 16, 2013 6:02:00 PM
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Max Traylor

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Content Marketing: The Story of Sustainable Business Growth

the-story-of-content-marketingThe role of a marketing agency has become relatively simple: create quality content. Clients look to you to increase sales.  However, they are constantly frustrated, since every tactical internet marketing solution they knew to be successful in the past is being phased out by ever faster developments in technology. I find this focus on "tactical marketing solutions" to be my number one challenge when talking with clients. To be a successful "business grower," which all of us should strive to be, we must help our clients embrace sustainable growth strategies, rather than allowing ourselves to be subject to increasing costs per click, expensive email lists and strategy busting search engine algorithm updates. Today, sustainable internet marketing strategies boil down to one thing: quality content, not quality tactics.

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Apr 2, 2013 1:50:00 PM
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Max Traylor

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How (and Why) to Segment Your Lead Nurturing

Automated marketing technology allows us to gather lots of lead data. But at the same time, the amount of data we have at our disposal can be a bit overwhelming and marketers can content-funnelquickly lose sight of the goal: to give people what they want. Segmented messaging is key to moving prospects down your inbound marketing funnel without creating churn in your lead base. At a high level you want to nurture your leads with communications and offers that align with their needs and interests. This article shows how to segment your messaging based on the single most important lead quality—qualification—then create a workflow that automates your email messaging to that group. Once you get that down, you can move on to segmentation based on what leads are interested in. I will follow up with an "interest workflow" article.

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Mar 29, 2013 11:43:00 AM
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