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Laura PinterAugust 6, 20123 min read

Inbound Industry Report: August 6, 2012

Top marketing news, articles and tips from the first week of August 2012.

Inbound Marketing Industry ReportBrand & Search

As humans, we have an inclination to choose

 things, go to places and be around people we know. In other words, we’re biased toward familiarity and trust.

Rand Fishkin (@randfish) shares some interesting stats on how this tendency carries over in the business world, showing the relation between brand and search, and why the two cannot be separated. Here are a few takeaways for marketers to remember:

  1. Build a brand name people trust; brand preference will impact both SEO and PPC.
  2. Unbranded or misbranded domains may result in a loss of traffic from branding activities.
  3. Links and social shares may impact click-through-rates, further impacting search engine positioning.


One way to build your brand recognition is with memorable content. Ali Luke (@aliventures) offers some clever writing tricks to supercharge your blog posts, including:

  • “You” and “I”—Create a personal connection.
  • Contractions —Write how you speak.
  • Imperatives and Examples—Tell and show readers how to do something.
  • Repetition and Patterns—Make messages stick with similar groupings.
  • Numbers—Engage your audience and strengthen claims.

Agency-Client Relationships

When you hire a PR agency, you expect results. It’s important, however, to understand that success is a two-way street, requiring effort from both teams along the way. Rachel Thexton (@dunnpr) has encountered failed business-agency collaboration, and explains what you can do to ensure your PR spend is worth it:

  • Communication—Whether it’s community involvement, business activities or blogger relations, provide your PR team with additional information about your company.
  • Strategy—Involve your agency in crafting marketing and communications plans. They may have insight to offer that other teams don’t.
  • News—Rely on your consultant’s expertise to push out authentic and interesting stories. With the right details, he or she can pitch a great story.

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