One of the more challenging aspects of marketing is not just in brand awareness, but in building a solid pipeline of leads and to build demand for your product and service. No matter if your product is to be sold in the boardroom or the grocer's shelves, you need people to not only hear about your offering, but for a significant number of them to become viable leads or customers.
One key to this, we have found, is to utilize a marketing automation solution such as Eloqua, Marketo or LoopFuse. Any of these will allow you to track individual activities across your web properties, and based upon those action, you'll then be able to craft messaging that will resonate with that subset of your whole. While you could attempt a scatter-shot approach, we'd suggest that a targeted process will allow you to present offers and solutions that will appeal to that finite group in a much more cost effective manner.
This is a proven approach to targeted marketing, but a marketing automation solution alone won't do the job. If one were to look at the marketing automation solution as a fishing pole, then you'll understand the need for bait to get your targeted fish to bite. This is where the creation of marketing programs and campaigns come into play. Dependant upon your target market, a marketing program could involve an offer of a free sample, a download of a white paper, an invitation to a webinar or live seminar, a contest or a combination of these - but they must resonate with your target, or you won't meet with much success. A program offering a detailed look at a technology solution would be a great fit for a developer, but not so much if you're looking to reach someone who is looking for an educational software program for their children.
These programs should to be highlighted on your website, of course, but a more comprehensive plan that would include a mix of viral marketing, social media, search engine marketing and more to really have an effect. After all, if your target has never heard of you or your offerings, why would you expect them to be on your website in the first place? If you want to catch a lot of fish, you'll need to bait a lot of hooks, and also fish in a number of different ponds.
Marketing, like any other part of your business, needs care and attention to detail to be done correctly. If you use the wrong methods or messaging to to reach your target you will likely find that it takes a lot more resources to be effective than it would otherwise. And by resources, we mean time and money. With proper planning and the execution of a targeted plan, you can save resources and still reach your target, get them to your web properties, and then really begin the engagements that lead to sales and profits.
Not sure where to start? We invite you to contact us and give us a quick overview of your situation, and then we'll begin a process that will get you and your target together.
