The Key to Inbound Marketing

The term “inbound marketing” was coined in 2006 by the founders of Hubspot, Inc., Brian Halligan and Dharmesh Shah, as “marketing strategies and practices that pulled prospective customers toward a business and its products through the use of Web 2.0 tools and applications like blogging, search engine optimization, and social media.”

The biggest obstacle in the marketing world today is simply getting people’s attention. With apps like Spotify and Netflix, people are now paying to watch TV or listen to music, without the interruption of ads. That’s what outbound marketing is to some extent, an interruption. Outbound marketing such as TV commercials, internet advertisements, and so on, are used to interrupt people’s lives to promote a product or service. Inbound marketing such as blogs, websites, and social media networks, doesn’t interrupt anyone, but actually attracts customers to you and your business, improving your search engine optimization and visits to your company’s website.

So how do you use inbound marketing to attract people to your company? Here are the steps to engaging your market using inbound marketing…

Identify your Audience

You probably already feel like you have a pretty good understanding of who your audience is, however inbound marketing is extremely dependent on you providing the right content for your audience. So making sure you have a detailed and complete understanding of who your audience is is extremely important in successfully using inbound marketing.

Take a walk around the office, ask a couple other employees who they think your audience is, or maybe one demographic the audience has. Soon you will have a list of demographics important in figuring out what content to put out, and where for your inbound marketing strategy.

Figure out What Channels your Audience Uses

Inbound marketing channels can include anything from social media networks, to search engines, blogs, and websites. What’s a better way to find out what channels your audience uses than to search for the channels and find them yourself! Here’s an example, if you own a trendy, modern restaurant, go on google and search “foodie” and dive into the blogs, websites, Instagram accounts, and so on that come up. Next, visit Instagram or Facebook themselves and search for foodie accounts, or find trending hashtags that have to do with food and search by the hashtag. The best way to succeed in inbound marketing is to engage in it yourself, as if you were your own customer.

P.S. Keep a list of all the words you used in your search so you know which words to optimize yourself to improve your website and/or blog’s SEO.

Identify What Your Audience Wants to See

This could include problems they have, hobbies they’re interested in, questions they have about the industry, news related to the industry your company is in, and so on. This will help you determine what content you should be posting to attract their attention. Remember, inbound marketing is all about bringing the customers to you, not the other way around. This is the time to be extremely subtle and not over-promote your company. Your content will do the promoting for you.

Last but not least, create your content!! Make sure you change it up consistently and post on all of the topics your customers are concerned with. Have a good group of diverse people to work together to deliver one message, across multiple channels, with engaging and exciting content. The people creating this content need to maintain a consistent tone and give your company a personality your customers can relate to and enjoy seeing.

What’s your strategy?

One of the biggest mistakes we see people make is that they don’t have an actual social media marketing strategy. They don’t set any goals or know how to achieve them. They are inevitably disappointed with the results of their marketing efforts. Today we go through how to formulate a basic social media strategy.

Social Media Marketing Tips for Restaurants

The phone most definitely eats first. Look up the term “foodie” on Instagram or Facebook and you will find thousands of accounts, photos, and videos dedicated to food. Using social media to help market your restaurant is a no-brainer. Here are 5 tips to spice up your social media…

Instagram Hashtag

When posting on Instagram, create a hashtag unique to your restaurant. Any time you post a picture using that hashtag you are encouraging followers to use the hashtag if they make a post about you too. You can say something like “use our hashtag for a chance to get featured!” or “receive a free coffee when you use #XXXX on Instagram!” This way your account will include content both from your business and your customers.


Pictures are going to be essential for any of your social media posts and you want them to look good. The best part is you don’t have to be a good photographer to take great pictures of food. All you need to do is follow a few simple steps. Download a photo editing app on your phone such as Lightroom or Vsco- you can play with the brightness, sharpness, and clarity of the photos as well as adding filters. Additionally, use the same background for every picture. If you take a photo on a white table always take the photo on the same white table that way your feed will be aesthetically pleasing.


People love getting free stuff. Hosting giveaways such as a free gift card or a free meal can help create buzz about your business. It can help you increase followers and interactions on your page. You can do something during different holiday seasons, or just randomly. Here is an outline of potential terms:

1. Like this photo
2. Follow our account
3. Tag a friend you’d share this meal with (1 tag=1 entry)
4 random winners will get a FREE appetizer and drink on their next visit!!!

Interacting with Customers

Make sure that you respond to customers’ comments and complaints on social media. The responses should be personalized and not generic. Try to get to responses within an hour of receiving the comment. If you aren’t confident you will check these interactions often, a good tip is to create a rotation with your employees to have the job of checking and responding to any social media interactions for the day. ((if you want to insure quality and fluidity in your customer interactions, check here to check out our reputation management package!))


We have talked about Instagram influencers in the past and food bloggers are a goldmine! Don’t be afraid to reach out to food bloggers to partner with them to get the word out about your restaurant.

To increase your restaurant’s social media following, click here to check out our social posting products!

Window Shopping Isn’t What it Used to Be

Window shopping is not what it used to be. In this day and age, it’d be rather difficult to find someone who’s strategy for shopping is simply to go to a store, find the item they want, and purchase it on the spot. Generations today, especially Millennials, perform a lot of research before making a buying decision. I’ll take you into further depth of the purchasing process of today’s generation, as well as how to hold on tight to your customers throughout their research!

Consumers today have access to a number of sources, supplying them with endless amounts of information regarding products, pricing, product quality, and brand news. Let’s take a look into my own purchasing process (considering I am part of the Millennial generation):

Let’s say I want to buy a new pair of black booties. I already have a couple brands in mind, however that doesn’t mean I have my heart set on one!!

First things first, GOOGLE.

I search…

         “Black booties steve madden”

          I like the booties on ASOS so I’m going to click through onto their site.

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HINT: THIS IS WHERE SEO IS EVERYTHING!!! Your search engine optimization is going to get your company noticed on Google.


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Next step, visit ASOS Instagram…

I will visit a company’s Instagram to see if there are more pictures available of the product I am looking into and other products I may have missed on their site. I also look at their Instagram to check posts the company has been tagged in so I can see other customers’ choice of product and what the product more realistically looks like.

Even though I have my mind on one specific pair of shoes at this point, I will still visit Instagram accounts of other shoe brands I am familiar with and make sure I haven’t missed any of their shoes I might like.

When I have finally decided on a pair of shoes, I search the specific name of the shoe on Google to find out all of the different sites the pair of shoes is sold on so I can get them for the best price available.

Looking back at my process for selecting and purchasing a pair of shoes online, although it may seem overwhelming and unpredictable, there are three important factors impacting my decision:


                1. Search Engine Optimization (SEO)

                         2. Website

                                3. Social Media Accounts


If you prioritize maximizing your company’s SEO, website functionality and appearance, and engagement and effectiveness on your social media accounts, you will maximize your sales and your customer base.


Need help improving your company’s SEO, website, and social media accounts?! Click here to check out our services or give us a call for a consultation today!

Top 5 Engaging Social Media Topics

As the limits to the content your company posts on social media is rather unlimited today with the addition of new applications for editing pictures and videos, it can get a bit confusing on what exactly to post. To help you out, I have a list of the top 5 most engaging topics for your social media posting that not only increase viewer engagement, but increase sales as well!


Product Photos

Showing your product on your company’s social media feed allows for viewers to familiarize themselves with your product and encourages them to look into your product further.


ALWAYS make sure your images are high quality to insure your product looks as appealing as possible!

Including a link either in the post or on your bio (on Instagram) to your website to allow for viewers to check out more of your products is effective in increasing your sales!


Customer Photo Re-posts

Reposting images posted by your company’s customers will not only make the customer  feel appreciated and recognized, but encourage others to post images with your product on their pages as well.


Include the tag of your customer so people viewing their profile can see the tag and visit your page!

Make the customer look good!! (no one else is going to want you to republish their picture if you’re going to make them look bad)


Behind-the-Scenes Photos

Behind-the-scenes pictures or videos can include anything from community involvement, to company events or in-office activities. Showing your viewers what happens in your company behind-the-scenes allows for them to connect and familiarize themselves with your company and its employees and build trust with you.


Make sure people look happy in the pictures!! :)))

Don’t make the picture look too staged. Taking a combination of candids and posed-for pictures will give your viewers a good idea of how the event was and show the camaraderie of your company’s employees.



Creating your own social media posts gives your company’s social media page another dimension and allows for increased freedom on what you can post.


Check out our infographics on our Instagram @maxexpousa !


Tips and Advice

Giving tips to your viewers that are connected to your business allows for them to get more involved in your industry and will allow for your social media pages to actually benefit them.


Make sure your tips are useful to your viewers! Example: If you own a clothing store, give them a tip on how to repurpose an old piece of clothing, or show them a new fashion trend that’s emerging!

Make sure your social media pages are as engaging as possible and let us do the hard work for you! Click here to check out our social media posting products today!

Google AdWords: A Beginner’s guide

“Contractors near me,” “Best Restaurant in the Boston Area,” Google is the world’s most popular website and still its ease of use can never be overstated. As a business owner, can you truly state that you are utilizing Google to your business’ fullest potential?

Google Adwords is a remarkably sophisticated platform and offers a wide variety of options for a variety of advertisement types. Here are a few key tips to keep in mind when beginning your campaign with AdWords.

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  1. Know your market. With a wide range of options, Adwords allows businesses to target anywhere from a few mile radius to an entire region. If you are looking to keep costs down and get the most out of your budget, you may want to start out small! With the right keywords and location settings, even a small geographical range or output could pay off exponentially.
  2. Utilize your niche. AdWords charges their customers by the number of clicks they receive. The price of each click is determined by the key search terms chosen by the business. The broader the term, the more money AdWords will charge per click. This means that to get the most for your money, you should be targeting search terms as specific to your business as possible, while still receiving clicks. For instance “printing” is a broad term, “print shops in Merrimack Valley” may be a bit more appropriate to the size of your audience.
  3. Understand who you’re targeting. Depending on who you are targeting, AdWords can utilize search, display, video, and/or app ads. Knowing who your audience is and what platforms they are most likely to be searching/browsing can maximize your exposure and interaction levels on your advertisements.
  4. Track your ads. Using the technology associated with AdWords, it is simple to track and monitor the ads that you have purchased. Knowing what is working for you as well as what isn’t producing the outcome you had been hoping for can be very helpful in formulating your future ads.  Maybe your geographic range is too small or your keywords are too broad.

How To: Synchronize your Social Media

If you are running multiple social media accounts for your business (which you should be!) you want to be sure that all of them are telling the same story. A cohesion should exist among your sites, allowing customers to seamlessly transition between platforms while never feeling like they have disassociated between sites. Utilizing multiple sites while presenting a united, synchronized front could be the key your company is missing to putting your best foot forward online. Professionalism is a major key to securing customers and a solid social media base could be your first step.

First, visually tie together your accounts so that when jumping from platform to platform your customers feel as though they are still looking at the same company. There are multiple ways to make this a reality including color schemes, styles, and fonts. These methods may take a bit of practice to perfect, however if done correctly could really bring all of your sites together. A simple fix to this is having a logo. If your company has a recognizable logo that is present on each site, the customer is quickly reminded exactly where they are and who they are looking at. Lacking a stand-out logo? MaxExposure’s Custom Logo Design Package offers a custom logo design to help your company stand out (and stand together on social media).

Second, promote accessibility between sites. If you are looking to present your customers with a fully synchronized, full spectrum social media lineup, you want to be sure that they are noticing it, or it might as well not be in place. Placing links to accounts in the bios of other accounts or directly linking sites in posts on other platforms is a good way to promote the unification of accounts to customers.

Lastly, have the same voice behind all of your accounts, preferably the same person. Having a consistency in the content and style with which your posts are presented can give your company a voice of its own. Before long the voice of the individual running the accounts will become that of the company, as there is never a lapse in tone or consistency.

Don’t have the time to rummage through all of your accounts to post? MaxExposure offers a DIY Package consisting of software that you can use to post to all of your sites with a single click! Don’t have the time to post at all? With MaxExposure’s Social Posting – Basic package, we post for you!


How to Engage Customers Across Multiple Platforms

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Social media can be a major game changer when it comes to engaging your customers, but different platforms can call for different forms of engagement. Twitter is great for witty one-liners or a quirky advertisement, while Instagram may be best for showing off the quality of your products. Facebook is really good for interacting with customer feedback while Snapchat is a fun way to show off your company’s personality. The best way to keep your audience engaged is by utilizing a variety of platforms while ensuring that your customers are cognizant of most (if not all) of them. Drawing your customers across your social platforms is great way to grow each of your mediums. Missing a popular platform and looking to expand? MaxExposure offers their Social Page Build package where they will professionally build any of a variety of popular sites for your company to begin utilizing.
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  Links are a super easy way to present your customers with multiple platforms at once. This works best in one of two ways:  
  1. You can use your most engaging site to promote a lesser engaging one. For example, if your company just decided to implement a Twitter account, but it has very few followers because nobody knows about it yet, use one of your seasoned accounts to promote it. Maybe your Instagram is thriving so you throw the link to your Twitter page in your Instagram bio, subtly redirecting your loyal Instagram followers over to check out your new addition.
  2. On the flip side, you can use a link to direct customers from your lesser-engaging platforms to more engaging ones. From the previous example, throw a link to your Instagram in your Twitter bio. This way, if new customers were to first see your newest addition, they would quickly be redirected to your most engaging site, putting your best foot forward.
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Another way to direct your customers across platforms is by hosting contests or giveaways. If you want to gain a larger Instagram following, then try hosting a giveaway entirely through that site. Encourage users to comment, share, and/or follow a particular post in order to enter (this way you gain their followers as well!), but, to really draw your audience to the contest, or the site on which you are hosting it, promote it on your other sites. Post on Facebook/Twitter/LinkedIn telling your followers to head on over to your Instagram page to enter! This way you have an excuse to subtly redirect your already loyal following across platforms. Stories are a great way to promote not only your products, but your brand. Customers don’t want to follow a page that only posts advertisements and promos, let alone a page that solely redirects them to other pages. It is crucial to find ways to remind your current audience of your other platforms without scaring away potential customers. This is where stories come in. While many platforms have introduced story features, we will focus on Instagram. Instagram stories are a means of posting to Instagram in a way that only appears for 24 hours before it is deleted. This is a fun way to catch your audience’s attention without overloading the site itself. Post quick advertisements or even just give your other sites a quick shoutout.
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Lastly, always direct followers back to your website! While many companies forget about their website in terms of social platforms (because people can’t follow it) it should always be your strongest presence. This is where you need your customers to feel comfortable and confident enough in your brand to purchase your products or services directly. Link your website on all of your platforms and refer to it in posts frequently. Linking direct products from your website to advertisements for particular products can be an easy and effective way to clinch a sale, as well as prove your efficiency and effectiveness to potential customers. If you want to feel more confident in your website, feel free to check out MaxExposure’s Website Builder – Enhanced package. Use this tool to create a website showcasing all of your products and services to promote sales as well as increase your company’s credibility and image.

Content Marketing Mistakes that YOUR Business Could Be Making

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If you don’t focus your energy into creating the right content, your time has been wasted. The three most common marketing mistakes that every business makes are…

  1. Filler content is better than nothing
  2. “If I had more time, my content would be better”
  3. Beautiful content = larger audience & more leads

Here’s why these three points are completely wrong…

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Filler content is better than nothing

Content Marketing

If a majority of the content that you put out is “filler,” than your audience or rather, your customer base will stop looking at your content because “filler content” holds no value. It is better to take more time creating better content than to simply inundate social media with content that has no value.

Source or develop content that provides your audience & customer base with something that they can relate to. Articles that are relevant to your industry but also give your customers interesting information provides value and is a great way to help gain exposure but not inundate your customer with information solely about your business.

Decreased value will lead to decreased interest in your product or service. Some customers in your audience may even begin to associate your product or service with dis-value because your social presence creates an aura of quantity rather than quality.

“If I had more time, my content would be better”

Finding time for social content can be challenging

Taking 10 or 20 minutes out of your day to focus on content creation for your company helps keep your company’s content fresh and new. Taking this time out of your day will also leave you feeling less stressed because you know that you will have time every day to plan or create instead of “half-a&*ing” content at the last minute.

Beautiful content = larger audience & more leads

Beautiful Content

Unless you’re a travel agency or clothing company, beautiful content does not always equate more leads. For example, if you’re a plumber, customers don’t want to see stock images of shiny pipes on your social media (save that for the website). They’d rather see real projects that your company has completed… even if they are the most visually appealing. Showing real projects and or videos of job sites shows the customers what to expect but also how you and your team work.