It’s everything you see online.
The Incognitus Blog. All about events, digital, and the inbound approach.
Content generation is essential in any digital marketing effort. Before clicking away to write your blog or recording your instructional video, here’s a suggested process:
Content is essential to the Inbound Approach. However, developing new content is expensive. The best way to start is by identifying your available content and leveraging it to generate return on investment.
HI! I’m Cherie (Mercado-Santos), and my background is broadcast journalism. And in journalism, content is our lifeblood.
Businesses today need to create a presence online to remain relevant to their customers. In the rush to build awareness, we often develop content and execute campaigns with no clear plans in place. This makes it hard to track our progress and measure return of investment. It's time to step back, regroup, and define what we want to work for, what we intend to achieve.
Goals provide a clear vision of where we want to be and help define the roadmap to get there from where we are now. Examining and establishing our goals give our efforts a laser-like focus as we work to hit our targets.
According to HubSpot, the goals of marketing fall into the 5 areas:
How do you decide if an investment is worth it? How much more sales do I have to generate to make a new hire worthwhile? Are my products priced right?
To sustain and to grow a business, we have to make sure we generate enough value. To generate value, there are costs. Measuring costs help us bill customers, invest in people, supplies, and other resources. We get to make decisions that optimize our business growth.
Not identifying your costs will not make costs go away. We spend on cafe drinks and snacks while we wait for your next meeting. We pay for fuel to get us from office A to client B. Someone will still have to pay for these. And if the business is not paying for it, it will be out of our pockets.
I’m not a salesperson. I haven’t been trained as one. I don’t like the idea of selling or being sold to. I’d rather initiate the engagement. I’d rather be helped on demand and go about buying my way. I do not take kindly to salespeople who interrupt and insist.
I am not about to do the same thing.
But I did need to learn how to sell AND how to do that in an inbound way. Sales + the HubSpot way. And if anyone can teach me to do that the HubSpot Sales Pipeline Generation Bootcamp seemed like the best bet.
In 2014, Incognitus began as an Events Agency. As an Events Director, the role I played was comfortable and familiar. Clients would invite us to bid for projects and our team would come up with concepts and budgets. When working on an event, our job was to streamline logistics from conceptualization to execution to meet the client's needs.
Here at Incognitus, we adopt a marketing philosophy and methodology called Inbound.
I’m Raffy Santos, head of Digital Services at Incognitus. I am the point person for the set-up and use of our technology. If its about the VPS, Wordpress, its plugins and integrations, Google analytics, HubSpot platform, EventEspresso, Woocommerce, tag me. On the side, I moonshine as run director and location-aware apps geek for our event ops.