Jul 10, 2014
Do you fail gloriously? In full-color? On double-page spreads? We ask, because recently we came upon the Failure Reports of two prominent organizations and found these to be a bit of a head-scratcher.
A failure report is just what it sounds like. It's the annual report of what wasn't achieved. It screams loudly: We messed up here, here, and here.
Jun 19, 2014
Jun 13, 2014
Optimization is a process of making something as fully perfect and functional, or effective as possible.
If you apply this concept to your website, you will want to make it as user-friendly and easy to navigate as you can.
Planning for this success will help you later down the road with your marketing techniques.
Optimization at a very high-level means:
A great analogy to this is thinking about having a party. If you have a party, you invite people. If you have nothing to do for them once they get there — there's no games, drinks or food, what's the point in having them there? So, with your website, you want to make sure that it's a great site.
Jun 11, 2014
This new Tumblr site, called "Academic Breakfast" sounds like shorthand for terribly banal online content. When someone wants to criticize our ever-connected digital life, they usually complain about how pedestrian some of the content is on social networks and blogs. They'll say something like, "Gee, do I really need to see what Tommy from my kindergarten class has for lunch?" And, no, it likely won't add much to your life to see food pics from your grade-school besties. However, this new blog has much to offer in terms of insight from the seemingly banal.
Jun 9, 2014
Real estate marketing is all about inbound marketing. Although you can continue to spend on billboards and other traditional media ads, today’s most effective strategies involve blogging, social media, email marketing and creating valuable content that will attract your buyer personas.
The National Association of Realtors in the US found that real estate searches on Google grew by 253% between 2009 and 2013. Their report found that buyers rely on search engines and general websites to begin looking at houses. In the middle of their search, they begin using maps, and towards the end, often start using apps.
Yes, seriously. "Sign up and Automate." Consider it the call of the new age marketer. There will be no tuning in and dropping out here. A new mantra—at least when it comes to stock photography—is to sign up and automate. In other words, subscribe and sit back and wait for great images to come to you.
That's what a number of stock photography sites out there allow you to do. Offer up your email address and on a regular basis—say once a week or once a month—you'll receive a zipped file of images in your inbox to use in your marketing efforts. Seems like a fair deal, no?
May 7, 2014
Have you seen those reading time headers on blogs? They're usually a little icon or text popout box that indicates the average time it might take to get through a blog post.
Apr 17, 2014
Dang! Somedays, don't you think, 'Frig, I LOVE my job!'? Well, it's been like that around the Inbox shop lately. We're thrilled to be working with the cool cats at TD Ottawa Jazz Festival, which has been taking place in Canada's capital for nearly 35 years. Last week, we announced a partnership to manage the festival's media relations and online marketing activities with a very nice press release that included a dateline, contact information and lots of flattering details about Inbox.
It's no coincidence that the title of this blog post is also the title of a series of essays by Susan Sontag. "On Photography" is a compilation of those works, which originally appeared in the New York Review of Books in the 1970s. In those essays, Sontag argued that the proliferation of images created a "chronic voyeuristic relationship" between people and the world around them. A similar argument was made in the 1962 book, The Image, by Daniel Boorstin. He talks about massive changes brought on by what he calls "The Graphic Revolution."
Both authors saw a decline in engagement in everyday life and in political activism with the rise of mass visual culture. And these arguments were made before the advent of Twitter, Pinterest, and Facebook. Like way before - by a few decades. One can only imagine what the authors' take would be on our picture-heavy world today. There is plenty of visual appeal on every website and social media channel. Some websites communicate with only a few words of text. Does this indicate a decline in literacy? Perhaps. (And there are dozens of books to make that case). It also indicates that there is power in communicating visually.
Apr 3, 2014
Here's a short tip sheet on getting to know neighbourhoods in Ottawa. This is a great primer for you if you're new to the capital. If you've lived here since the first time Jim Watson was mayor, you may recognize some of the blogs and websites we point to here. Feel free to tweet us with your suggestions and additions @inboxtweets. You can share this list with your out-of-town guests, your business clients, or your besties.
Inbox! A great Ottawa marketing agency.
Mar 31, 2014
Why would you want to optimize your website? The answer is that you want to attract the right kind of visitors. Optimizing a website requires thought and planning. It starts with understanding what kind of people you want to find your website. Once you know who they are, the next step is to determine what you want them to do when they get there. Optimization is about creating a world-class website experience through clear content, user-friendly design and keyword optimization.
The website you build will determine the kinds of people you will attract. Think of your website as a luxury condo that you want to sell. The views are spectacular, but you also need to have the high-end furniture and ambiance that your target market is seeking. It's the same with your website. You need to create the experience that your website visitors want.
Mar 26, 2014
You might have noticed that things have changed in the last few years around the subject of branding. How you brand your business is no longer just a matter of some clever creative and timely ad placements. As an example, let's take the first step of the inbound marketing methodology - getting found by potential customers. These days, a business shows up in one of millions of results on a search engine results page. A building’s super swanky sign is just one of thousands of visual cues bombarding overstimulated passersby every day. And the promotional giveaway that once appealed to the masses is so passé. Now it looks like nothing more than a spammy banner ad.
Mar 24, 2014
The foundation of inbound marketing is knowing who your buyer personas are. A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. When creating your buyer personas, consider including customer demographics, behavior patterns, motivations and goals. The more detailed you are, the better. You need a literal picture of who this person is and what information is important to them.
Mar 21, 2014
The term “competition” has been around a long time—but once the Internet and social media became part of the communication equation, the word took on new dimensions. Saying that there’s a lot of competition out there for your clients’ attention is, to put it mildly, an understatement. And we all know that. So now, more than ever, it’s important to think carefully—and differently—about just what approach you’re taking to marketing.