We combine technical expertise in Marketo and Hubspot with business expertise in inbound marketing strategies and tactics.

Here are some specific approaches we apply:

• Marketing Automation Implementation

• Marketing Programs Management

• Pay Per Click (PPC) Advertising

• Search Engine Optimization (SEO)

• Social Media

• Content Generation

• Remarketing

• Affiliate Management

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About Beachhead is a post from: Beachhead Marketing

Marketing Automation Job Openings and Changes 4/18/12 is a post from: Beachhead Marketing

1. Expansive Reach

With social media, B2B companies can quickly connect with their customers, reaching out to prospective customers in ways not seen in traditional marketing. Channels such as Twitter and Facebook give individuals direct access to the company, asking questions that generally result in quick feedback. This communication is a two-way process – B2B marketers can also engage their audience and gauge

2. Content Distribution

Is your B2B marketing strategy heavily dependent on content marketing? Then you probably have already integrated social media tools into your marketing arsenal. Individuals are not likely to find content on their own; oftentimes, they need a push in the right direction. Social media provides this guidance by making your whitepapers, guides, webinars and other content more visible.

In short, social media allows you to quickly spread your content to your audience, dispersing them to a wide market. Individuals who are likely to read your content are given direct access, further allowing you to leverage your digital content. Not only will this allow your content to be read; it will increase your online social reputation and visibility.

3. Cost Effectiveness

Social media, for the most part, is a free, easy to use tool. Social advertising and PPC campaigns can be run at a fraction of traditional marketing costs, allowing companies to directly target their audience. In addition, social media is a less disruptive form of marketing, as opposed to traditional marketing.

4. Smaller, but More Engaged Market

Many B2B companies make the mistake of dismissing social media as purely for B2C marketing. However, B2C companies often face the challenges of quantity over quality, and reaching out to a large, noisy market. While the social community for B2B companies may be smaller, they are generally of higher quality and from a specific, targeted niche. In addition, these individuals are more likely to be engaged and hold influential positions in the industry.

5. Data Analytics

Once you have developed a large following for your business, you can take advantage of a relatively large sample size of your target audience.

Why B2B Marketers Should Care about Social Media is a post from: Beachhead Marketing

What is Referral Traffic?

Traffic is a key indicator of the success of your website, a measure of the amount of visitors that are looking at your content. The benefits of high traffic are enormous, ranging from more clickthroughs, readers, and the potential to increase your Google PageRank. While many recognize the importance of traffic, not many remember the different types of traffic that impact a website.

Google Analytics classifies referral traffic when “any hyperlink is clicked that takes a user to a new page of file in any website”. But at Beachhead, we consider another element in the definition of referral traffic: the recommendation factor. This type of traffic heavily relies on real people referring your content to their friends and colleagues. However, this distinction is blurred with Google Analytics, as Google cannot track the actual source. You can observe the referral path according to domain, but there is no way to determine whether the visitor is lead to the site through a link or a friend. Though they are not clearly defined, this behavior plays a critical role in your online visibility and is important to notice.

Why is it Important?

The single biggest way that content increases referral traffic is the power it gives your evangelists. Your evangelists, supporters, and audience members view your content and determine whether it is worth passing on to others. If the information is compelling or interesting enough, they are likely to Tweet, email, or pass it on to others, increasing the visibility of your content. Considering the power of word-of-mouth and personal recommendation, this practice will give your content more validity than any interruption-based advertising campaign.

Does personal referral make a large difference in traffic? When executives receive a video from a personal friend, 64% are likely to consider the content influential and take a look. Compare this to the 48% that are likely to view a video from a sales representative. In addition, a recent study shows that 49% of executives have received from video collateral through personal contacts, with the numbers for podcasts and whitepapers trailing closely behind. The key takeaway from this statistic is that executives are receiving all forms of media from their personal contacts, colleagues and trusted associates. Every piece of media you have increases the opportunity for your evangelists to share with others.

In short, when you product more content, you provide your evangelists with content to share with others. They don’t want to simply Tweet your homepage, but want to Tweet something that will provide value to their followers. Give your readers a reason to share your content, and let them take it to the next step.

Conclusion

Referral traffic is a strong, trusted source of traffic. Regardless of whether you’re a student or a C-level executive, nothing is more powerful than a personal recommendation from a friend or colleague. In order to increase referral traffic, you’ll need to give individuals a reason to share your content. Creating more high-quality content will lead to more referral traffic, benefiting your site as a whole.

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How Content Increases Referral Traffic is a post from: Beachhead Marketing

This post is an excerpt from our ebook, “The CMO’s Guide to Competing on Content. For a free download, click here.

What is Syndicated Traffic?

When you post a video on Youtube or a slideshow on SlideShare, you divert some of the massive traffic on these sites to your own. What do you call this effect, when traffic of other channels are exposed to your own content? Google Analytics describes this effect as “referral traffic”, where domains refer traffic back to your site. But here at Beachhead, we focus on “syndicated traffic”, different from the typical referral traffic you would typically observe offline. With syndicated traffic, you are able to leverage audiences in other channels to get more impressions, leads, and sales for your brand.

Syndicated traffic can come from a variety of sources.

Why You Should Have a Content Syndication Strategy is a post from: Beachhead Marketing

Recently, Mashable posted an article on how Google and Adobe are helping marketers determine the ROI on social media campaigns. Here’s our take on what you should be focusing on when it comes to social media ROI.

All companies, regardless of whether they’re a small mom-and-pop store or a major conglomerate, are looking to increase their social media numbers. However, making sense of the true value of those numbers are a completely different question.

Do You Know the True Value of your Social Media ROI? is a post from: Beachhead Marketing

Once your visitors have converted into leads, the next step is to nurture and turn them into sales-ready leads. Lead nurturing is the practice of taking leads that are not ready to buy, and cultivating them into prospective customers. However, lead nurturing is more than simply calling the individual, asking them if they’re ready to buy. Instead, successful lead nurturers anticipate the needs of the customer, and provide them with useful information and interesting content. If done successfully, following lead nurturing best practices should turn leads into sales-ready opportunities.

How to Nurture Leads

Inbound Marketing 101: Lead Nurturing in a B2B Environment is a post from: Beachhead Marketing

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