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Danielle Allard

Recent Posts

Biggest Ways to Screw Up Your Web Design Project

Posted by Danielle Allard on Fri, Jul 19, 2013 @ 08:43 AM

If you've visited the ImageWorks office before, you may have met our very charismatic and loveable graphic designer, Ray. Ray creates some of the most beautiful websites I've ever seen for our clients, but occasionally the process to achieve such beauty can be a bit rocky. Not much throws off our whistling, singing, chair dancing designer, however there are a few choice words and requests that will cause the face you see in that picture to appear.

Our interview was not just to give Ray a few minutes of haphazard therapy. We want our customers and readers to get the website they've always wanted and knowing how to effectively communicate with your designer will save time, money, and relieve frustration of your own. Here we're giving you a list of things that make will make a graphic designer cringe, in hopes you'll then be able to avoid experiencing such a mean mug like this one first hand.

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Topics: website redesign, web design, Web development, Web Developers, Web Marketing, CT web design

How to Solve the Biggest Blogging Problems

Posted by Danielle Allard on Fri, Jul 12, 2013 @ 11:00 AM

What's the hardest part about blogging? Well, there are a few things. First, there's the topic. Consistently thinking of fresh content ideas that an audience will be interested in isn't easy. Next is the title. Coming up with a catchy, intriguing, shareable title can send even the best writers straight to the nut house. Immediately after the title it doesn't get much easier; the first sentence is no walk in the park, either. Your title may be good enough to get a reader's attention, but if your first sentence stinks, they'll never read through your post and all that hard work is gone to waste.

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Topics: blog titles, Inbound Marketing, Blog Posts, blogging tips, Business Blogging, Web Content

The #1 Reason Your Inbound Marketing Campaign Will Fail

Posted by Danielle Allard on Mon, Jul 08, 2013 @ 03:43 PM

There are plenty of ways to drive your inbound marketing campaign straight into the ground. Yes, we're starting off this post a little on the negative side of things; hey it's Monday, we need our afternoon caffeine, and we promise to swing it back up to Hubspot-happy by the end, so humor us for now. Anyways, you could send spammy e-mails to unsuspecting bystanders, rip off other marketers' content, keyword stuff, and the list goes on. Above all else however, there is one thing that will absolutely doom your inbound marketing from the beginning: failing to create your buyer personas. 

Hubspot has stated that every marketing action you make should be dictated by your buyer personas. You know how much we love Hubspot, (check out why here) and we think this statement is probably one of the smartest they've made. Why? Because valuable content is at the core of inbound marketing. One of the determining factors of its value will be how useful it is. If you don't know who your buyer personas are, then how are you going to produce content that is useful to them? 

For those of you who aren't 100% familiar with this term yet, or even if you are, we'll quickly review what exactly defines a buyer persona. By definition, buyer personas are fictional characters who represent a brand's ideal customers. It's common for businesses to have more than one ideal customer, and for that customer to change depending on the growth or goals of the business. When developing these personas, you should consider factors such as:

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Topics: Lead Generation, website development, internet marketing tips, Web Marketing, Inbound Marketing, Hubspot, website content writing tips

5 Ways to Convert More Leads with Video

Posted by Danielle Allard on Mon, Jun 24, 2013 @ 02:22 PM
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Topics: Lead Generation, Web Marketing, Inbound Marketing, website traffic, Video Marketing, Web Content, visual content

Lessons from Hubspot's Inbound Marketing Certification Exam

Posted by Danielle Allard on Mon, Jun 17, 2013 @ 01:35 PM

It's official, the ImageWorks team is now inbound marketing certified. We're very proud to join an elite group of certified inbound marketing professionals, super-Hubspotters, if you will. It wasn't easy, either! The nine courses in the certification program were chalked full of information on how to attract, convert, close and delight customers. 

After nine hours of classes, two filled notebooks, countless color-coded stickies, and a hand cramp or two, we took the test. Laugh if you will, but if Alan Perlman, the certification program manager, passed with an eighty, we knew we had to put our serious faces on. In all honesty, the test was challenging even with our precautionary actions. We couldn't be happier we rose to such a challenge however, because the classes were totally worth it. 

Not only did we receive beautiful certificates, but more importantly we were reminded of what's truly important to successful inbound marketing. Before going into the test, we had agreed upon the phrase, "when it doubt, the answer is buyer persona." One of the key takeaways that seemed to reappear in just about every class, was that every marketing action should be dictated by your buyer personas. Every offer, CTA, landing page, form, thank you page, email, you name it, should be targeted at a specific buyer persona. Although we've been Hubspotting for a while now and incorporate the tactics discussed on a regular basis, being reminded of this fact was still helpful. 

If you haven't taken the test already, we highly recommend jumping on the inbound marketing certification band wagon with us. What better way to show your customers, peers, and competitors, that you know your inbound marketing stuff. Our best advice is to pay close attention to the professors, take notes, download the study guide, and maybe color code, if you're really feeling ambitious.  

Here are a few other lessons we learned from the series of courses:

- 60% of the sales cycle is over BEFORE a buyer talks to a salesperson

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Email + Hubspot = Patrice Bergeron?

Posted by Danielle Allard on Fri, Jun 07, 2013 @ 02:47 PM

Even if you aren't a fan of the Bruins, you can't deny Patrice Bergeron's very loveable attributes. I mean, what's more clutch than a double OT, game 3 goal? Not much. Okay, rant over.

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Topics: marketing, email marketing best practices, email marketing tips, Inbound Marketing, Hubspot, email marketing, marketing essentials

Killer Website Content Writing Tips

Posted by Danielle Allard on Mon, May 20, 2013 @ 10:32 AM

We've said it before and we'll say it again, people can be lazy. Now we're not picking on anyone in particular, just the general human population - that's acceptable, right? The point is, when it comes to website content writing, you need to keep it simple. No one is going to stick around and read a website that has paragraph after paragraph of terrifying text. We know you have great information you want to share with your visitors, but it's important to remember you can't just word vomit it all onto your homepage. Sorry for the visual.

Website content writing is different from writing blogs or marketing offers. While all writing has a basic common denominator of best practices, website content writing is short and sweet, or at least it should be. If you are considering a website redesign or refreshing your website content, use the following tips that will help keep and convert your traffic!

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Topics: Copywriting Tips, content marketing, copywriting, website traffic, Content Writing, copywriting strategies, website content writing tips, Web Content

Thoughts Only Inbound Marketers Will Understand

Posted by Danielle Allard on Mon, May 13, 2013 @ 03:24 PM
Hubspot continues to inspire our inbound marketing daily. We follow their blog religiously and look forward to the witty, yet educational posts that are constantly updated. Our favorite post as of late has to be their " Random Thoughts From Marketers Like You." Our team was literally L-O-L-ing as we read each of the 45 thoughts that were just so true. At the end of the post, Hubspot asks their fellow marketers what crosses their minds during their daily inbound marketing activities. So, as we take direction so well, we have come up with a list of our own we thought we'd share. 

  1. I can change top 10 to top 5, right?

  2. Could these stock photos be anymore awkward?
  3. How good does this button look? Do you think anyone will actually click on it?
  4. Is it appropriate to snack and blog all day?

  5. We got a new lead - @xyz.com seems legit.
  6. I just spent 8 hours making this infographic - I decided it sucks, so it's now a blog.
  7. We should really email [insert client name] about liking their own statuses on Facebook.
  8. Is wikipedia a reliable source?

  9. Does this word look funny to you? I've been staring at it for the last three hours and can no longer tell.

  10. Man, Hubspot makes it look so easy!

  11. Can you repurpose repurposed content?

  12. We could be jeopardy champions.

  13. Sounds like an intern task to me!

  14. How many times can you call Hubspot support in one day before they stop answering you?
  15. How is everyone at Hubspot so happy all-the-time? 
Want to start having your own inbound marketing thoughts? Download our FREE guide on how to choose an inbound marketing agency to get started!
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Topics: marketing, Inbound Marketing, Hubspot

INFOGRAPHIC: The State of B2B Content Marketing

Posted by Danielle Allard on Fri, May 03, 2013 @ 04:07 PM
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Topics: content marketing, content marketing campaign, Inbound Marketing, Content Writing

Top Stats from Hubspot's 2013 Inbound Marketing Report

Posted by Danielle Allard on Wed, May 01, 2013 @ 09:11 AM
Last week Hubspot released their much anticipated 2013 State of Inbound Marketing Report. The report is stacked full of information and statistics about the future of inbound marketing, what has changed, what marketers are doing now and just about anything else you can think of related to inbound. The 175 page report, needless to say, is quite extensive. While its value to marketers is unparalleled, it can be a little overwhelming to fully absorb, even for us. We highly encourage everyone to download the free report, but if you're looking for a few awesome stats, the following is a list of our favorites.

  • Inbound marketers plan to hire an average of 9.3 people this year, 125% more growth than teams without inbound marketing.  Tweet this stat!

  • Companies who test are 75% more likely to show ROI for inbound marketing than those who fail to test their strategies. Tweet this stat!
  •  Companies implementing inbound see 100% improvement in site conversion. Tweet this stat!
  • 53% of CEO’s increased inbound marketing budgets in 2013. Tweet this stat!

  • Marketers with more than 15 blog posts per month average 1,200 new leads per month  Tweet this stat!

  • 52% of all marketers found a customer via Facebook in 2013. Tweet this stat!

  • Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound leads. Tweet this stat!

  • 38% more B2B firms embrace inbound strategies than B2C companies for 2013. Tweet this stat!

  • HubSpot customers with over 1,000 likes generate over 800 site visits a month. Tweet this stat!

  • Inbound's proven success was the primacy rationale for 41% of 2013. Tweet this stat!

If you are interested in starting or improving your inbound marketing, we can help! Download our free guide on choosing the best inbound marketing agency to get started.
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Topics: Social Media Marketing, Web Marketing, Inbound Marketing, Hubspot, marketing essentials

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