Posts Tagged ‘online marketing’
Marketing executives have more choices than ever to reach their target audience including offline channels such as print, television, radio and events, and online choices include owned web assets, social media and mobile. How does a marketer integrate all these channels in measurable and effective ways?
We’re all familiar with the humorous cliché “how many (fill in the blank) does it take to screw in a light bulb?” Obviously, most anyone can handle the mechanical task of inserting a light bulb into the appropriate receptacle. However, the light bulb itself has no value without a bevy of expertise from electricians, engineers and support personnel driving electricity to the socket. The same holds true for marketers in implementing online marketing strategies.
As a boutique internet marketing agency, our new client engagements often begin with a comprehensive online marketing strategy. This provides our clients with a strategic plan to brand themselves online to address their audience’s needs. It also provides a lens in which to view themselves and their competitor’s online footprint before they begin website redesign and/or other online marketing strategies.
We now live in the age of transparency. Visitors to your website can remain anonymous across all their visits until they are ready to identify themselves to your sales team. The risk you take is that you can keep visitors engaged enough to bring them back to your website and eventually convert them to a sales lead. That’s a big risk…
Many B2B marketers fail to offer website visitors and social media encounters compelling reasons to engage. The biggest mistake in online B2B marketing is limiting CTAs to “contact us.” So often a website visitor is conducting research. They are simply not ready to “contact you.” But, if you offer a B2B website visitor something compelling that aligns with their stage in the buying process, they will often accept your offer. Traditionally, a popular B2B CTA has been a white paper download. This can be very effective, but it’s so common that it must be compelling. White paper CTAs with an image and a benefit statement usually perform best. E-books can perform even better than white papers.
There are many businesses that continue to use old media marketing strategies very well by integrating them with new media channels. Ultimately, you can achieve great sales results by integrating your old media and new media plans by connecting and engaging people the way they want to be engaged.
John Jantsch, calls himself a 25 year overnight success. After spending some time with him, I understand his point. John started his own marketing agency about 22 years ago which he started after spending some time working for one. The first few years his agency did typical marketing campaigns for companies. John really enjoys working with small businesses. He realizes their needs …