TIP!

TIP!
TIP!

Life After
Hummingbird:
7 Tips For
Inbound Sales

TIP!
TIP!

TIP!
TIP!
Why do customers visit
your website?
Most likely it’s because they
have a problem they are trying
to solve, and they are l...
But since late 2013,
millions of websites
have seen a drop in traffic.

(A whopping 90% of searches)
But shhhh, it’s ok.
Buyer behaviour
is changing, so
Google has too.
Research has shown us
over and over again that
just about every B2B
purchase starts with
a search online
Instead of consulting a
sales rep, they’ll simply
ask Google.

(This has led to their biggest update in 12 years)
With Hummingbird,

is trying to get better at listening. At understanding the meaning behind what users are looking for.

...
Unfortunately, this
means what USED to
drive prospects to your
website may no longer be
getting you results.
These look
like they’re
highlighted
rather than
being
crossed out

Boring Content
Keyword Stuffing
Article Distribution
Dup...
Inbound methodology
is now fundamental
for attracting and
converting leads.
In general, you can boost your
lead generation by offering
prospects high-quality content
that is relevant, engaging and
a...
Wait... huh?
Don’t worry
We’ve put together
7 quick tips to get you on your way
with (W)INbound sales
1
Consider your
sales goals:
Fill your toolkit with
content to nurture
prospects through
to purchase.

(Think along the lines of attract, convert, reta...
Understand
your customer
cust-om-er
(noun) a person who purchases goods
or services from another; buyer; patron.

2
Your collateral should aim
to address their challenges.

?

?

What are you helping
them solve?

Why do customers
need you...
3
Think
about

language.
Hummingbird is geared for people, not robots.

BE CLEAR.
Consider alternative phrases that describe
what you do and that p...
4
Go beyond
the b
log.
Content can take any
form, whether it’s a

SHORT VIDEO

CASE STUDY

INFOGRAPHIC

A GUIDE
5
#GetSocial
Get your content in front
of the right people.
Who knows, it may go viral!

probably not though...
Hummingbird looks
for social proof that
your content is
good quality.

Be strategic. Find out where your prospects
spend t...
Keep Regular
Keep Regular
Keep Regular
Keep Regular
Keep Regular

6
There’s a direct correlation
between how often you post
new content (such as blogs),
the quality of your search
results an...
Set regular
regular
regular
regular
regular
regular
regular posting schedules
and ensure you have the
resources to follow ...
Don’t
give up
if you don’t see immediate results.
Blogging has a compounding effect
and requires commitment.
7
Convert
your traffic
Once you’ve gone through
the effort of creating great,
compelling content, you need to
give your prospects a clear path
th...
Use

Calls to action (CTAs)
to promote an offer, demo, or even
just more information to help them
move to the next step.
BONUS TIP

Don’t be dull.
Informative content doesn’t have to be dry!
Be relevant, informative and engaging and
Hummingbir...
Want more tips on attracting
and converting leads online?
Check out our free guide on B2B lead generation
for a complete l...
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  1. 1. TIP! TIP! TIP! Life After Hummingbird: 7 Tips For Inbound Sales TIP! TIP! TIP! TIP!
  2. 2. Why do customers visit your website? Most likely it’s because they have a problem they are trying to solve, and they are looking to your business for help.
  3. 3. But since late 2013, millions of websites have seen a drop in traffic. (A whopping 90% of searches)
  4. 4. But shhhh, it’s ok. Buyer behaviour is changing, so Google has too.
  5. 5. Research has shown us over and over again that just about every B2B purchase starts with a search online
  6. 6. Instead of consulting a sales rep, they’ll simply ask Google. (This has led to their biggest update in 12 years)
  7. 7. With Hummingbird, is trying to get better at listening. At understanding the meaning behind what users are looking for. Google Search I’m Feeling Lucky
  8. 8. Unfortunately, this means what USED to drive prospects to your website may no longer be getting you results.
  9. 9. These look like they’re highlighted rather than being crossed out Boring Content Keyword Stuffing Article Distribution Duplicate Content Link Swapping Static Websites
  10. 10. Inbound methodology is now fundamental for attracting and converting leads.
  11. 11. In general, you can boost your lead generation by offering prospects high-quality content that is relevant, engaging and addresses the problems they’re searching for...
  12. 12. Wait... huh? Don’t worry We’ve put together 7 quick tips to get you on your way with (W)INbound sales
  13. 13. 1 Consider your sales goals:
  14. 14. Fill your toolkit with content to nurture prospects through to purchase. (Think along the lines of attract, convert, retain.)
  15. 15. Understand your customer cust-om-er (noun) a person who purchases goods or services from another; buyer; patron. 2
  16. 16. Your collateral should aim to address their challenges. ? ? What are you helping them solve? Why do customers need your product? ! Consider asking some existing customers, or lurk relevant LinkedIn Groups.
  17. 17. 3 Think about language.
  18. 18. Hummingbird is geared for people, not robots. BE CLEAR. Consider alternative phrases that describe what you do and that people actually use. Avoid jargon-y content where you can.
  19. 19. 4 Go beyond the b log.
  20. 20. Content can take any form, whether it’s a SHORT VIDEO CASE STUDY INFOGRAPHIC A GUIDE
  21. 21. 5 #GetSocial
  22. 22. Get your content in front of the right people. Who knows, it may go viral! probably not though...
  23. 23. Hummingbird looks for social proof that your content is good quality. Be strategic. Find out where your prospects spend their time online, and engage with them there.
  24. 24. Keep Regular Keep Regular Keep Regular Keep Regular Keep Regular 6
  25. 25. There’s a direct correlation between how often you post new content (such as blogs), the quality of your search results and the amount of traffic and leads.
  26. 26. Set regular regular regular regular regular regular regular posting schedules and ensure you have the resources to follow through.
  27. 27. Don’t give up if you don’t see immediate results. Blogging has a compounding effect and requires commitment.
  28. 28. 7 Convert your traffic
  29. 29. Once you’ve gone through the effort of creating great, compelling content, you need to give your prospects a clear path through the funnel to purchase.
  30. 30. Use Calls to action (CTAs) to promote an offer, demo, or even just more information to help them move to the next step.
  31. 31. BONUS TIP Don’t be dull. Informative content doesn’t have to be dry! Be relevant, informative and engaging and Hummingbird will reward you with traffic.
  32. 32. Want more tips on attracting and converting leads online? Check out our free guide on B2B lead generation for a complete list of tips and advice! VIEW GUIDE
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