Strategizing Your Promotional Marketing Mix

In business or marketing strategy, you have probably heard of the “4 P’s” of marketing (Product, Price, Place and Promotion). The promotional aspect can also be described as the “Promotional Mix” and it determines what actions to take to reach your target audience. If you find yourself asking “How do I know what works?” the answer begins with your target audience. This blog post will help you to strategize your marketing plan and I’ve even included estimated costs.

Marketing Tactics

  1. Business Name

Your business and brand name is crucial to your success. ($1,000 – $8,000)

  1. Logo

Your logo should represent your company and your brand. This is a must-have and quality does count. An affordable solution is 99Designs. If design and creativity isn’t your strong suit then you should invest in an engaging logo. ($500 – $10,000)

  1. Slogan

This may be optional, but this short description can explain your unique value proposition to the market. ($500 – $5,000)

  1. Website

Developing a website can be almost free (e.g. from WordPress or another free online template) or a substantial investment. It all depends on your ability to build a website, develop a strategy, content, etc. It will cost less if you can write it yourself and supply the photography, but if you don’t want to build a website, you should hire someone who does. You can also save money by being involved in the planning and content selection. ($5,000 – $50,000)

  1. Content Marketing Schedule

Unless you’re ready to draft a content marketing plan you should probably enlist some help. Providing valuable content will help move your targets through a track-able process.

  1. Email Marketing

This will help you provide value and disseminate you content. Free templates can be set up with any number of online eNewsletter programs. ($50  – $20,000)

  1. Social Media

Set up your social media profiles (Facebook, Twitter, LinkedIn, Google+, YouTube, Instagram, Pinterest, etc.) and ensure they are consistent with your branding and messaging. You should be able to do this yourself, but make sure you’re on the right networks – correctly.

  1. Blogging

Writing a blog is free and easy to do once you’ve planned your content strategy. Creating a blog will help you keep your website content fresh.

  1. Signage

Signage will let the market place know that you exist and help people easily you’re your location(s). ($500 – $50,000+)

  1. Directories and Classified Ads

Whether online or in a newspaper, these should be a cost-effective method to list your company in it’s target industry. People searching for specific items can locate your ad by category. ($25+/each)

  1. Community Newsletters

If your goal is to reach a specific community, than community papers may provide you with a cost-effective tactic, however readership varies. ($50 – $500/ad/size)

  1. Outdoor Advertising

This tactic will increase your local presence. Outdoor advertising covers a variety of media, including lawn signs, bus benches (0 – $200/month), shopping mall signs, billboards and building sponsorships. ($5,000 – $50,000+)

  1. Videos

Videos are an extremely important, especially within your content marketing strategy. They can be used in a variety of mediums including both digital and traditional marketing tactics.  ($2,000  – $50,000)

  1. Search Engine Optimization (and Outsourced Content Creation)

Your company and it’s digital assets need to rank highly. Enlisting the services of an expert will save you time, which will allow you to get back to business. ($1,000 – $5,000/month)

  1. Radio

This brand awareness tactic will increase your presence with commuter traffic, especially in rural communities. ($3,000 – $10,000/month)

  1. Television (TV)

Advertising on local (or national) television can greatly increase your brand awareness and increase recognition. (Estimate $1,000 – $10,000/month + production – you need a solid 30 second spot)

  1. Newspapers

Newspaper (local or national) can help build local, immediate attention and over a period of time can increase brand visibility. ($2,000+/month – depending on ad size)

  1. Promotional Products

These are branded items that you send (or give) away to gain (and retain) attention. In Calgary I recommend Level2, however there any many choices in every city.

  1. Direct Mail

Targeted, local direct mail can be effective if there is a valuable offer or create that stands out. This can also be applied to eNewsletters or digital marketing. ($0.5 – $3/ household is consistent depending on the creative you are mailing)

  1. Digital

There are many new online advertising channels to consider. Start with Search Engine Marketing (SEM), which is essentially your online search traffic that should relate to your company, product or service. Then look at display advertising, which is the online version of billboard advertising, layered in with retargeted and behaviour ads. Next think about social media advertising (YouTube, Facebook, Twitter, LinkedIn). If you’re confused by the above let me know and I can help. While marketing budgets may vary they are also affordable and track-able. ($25/day+)

  1. Customer Relationship Management (CRM)

A CRM system, emails and phone calls will help you manage current relationships, increase referrals and attract new prospects to be clients. If you don’t have a sales process or strategy you will not generate new business. ($25/month+)

  1. Recommendations, Success Stories and Celebrity Endorsements

Some of these are free or earned and others are not – however all will help you increase credibility within your market place. Always be aware of the risk.

Build Your Promotional Marketing Mix

Choose your promotional marketing tactic based on your target audience. This includes the volume, type, and geography of the target customers you are trying to reach. Depending on your marketing strategy (or objectives), choose the method that is the most direct and provides the most value. Your target prospects need to engage with your market for it to be a success. Forecast and plan your marketing budgets to ensure that you allow enough budget to carry your campaign throughout completion. Don’t be afraid to take a chance. Just be sure to measure the results of your marketing.

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10 Tips for Creating an Engaging Business Blog

Business blogging is a powerful tool which when used correctly, can impact your marketing significantly. Here are 10 recommendations on creating a successful business blog:

  1. Set Goals
    Have complete knowledge about your content marketing, social media and blogging goals. Make sure the goals are specific, measurable and achievable.
  2. Define Your Target Audience
    Defining your target audience personas will help you create valuable content based on their content interests. Be consistent and appeal to their pain points.
  3. Plan with a Content Calendar
    Great blog posts don’t spring up out of the blue without proper planning. An established content calendar helps ensure regular, streamlined content flow through the year.
  4. Create a Content Marketing Plan
    Increase your visibility by creating content. If your content is good, increased visibility will translate into views and leads. Promote your blog through cross promotion initiatives on social media, your website and online paid advertising. Also incorporate social sharing buttons on your blog pages for increased distribution and engagement.
  5. Assign Adequate Resources
    A successful blog needs resources: to generate quality content, for creative work (images, design, formatting etc.), to work on the editing and marketing your content.
  6. Work on Content Optimization
    Your blog is a major contributor to your search rankings. Optimize your content by using relevant non-brand keywords. Integrate your blog’s URL into your company site URL which helps in branding and further search optimization. Also, make it easy for people to access your blog from your website and vice versa. Lastly, structuring your content into short paragraphs will help visitors read your content.
  7. Brand Your Blog
    Ensure your blog is consistent with your brand identity, including brand colors, logo, font etc.
  8. Connect Your Blog to Relevant Product/Service Pages
    Make it easy for blog readers to find your products linking your blog pages to the right products/services with a persuasive call-to-action and hyperlink.
  9. Include visuals
    Balance the presence of text on your blog with adequate visuals including photos, video and presentations.
  10. Measure Performance
    Track your blog’s effectiveness by measuring important performance metrics including the amount of traffic, leads and sales generated. Also measure the extent to which your blog is helping you cut costs in search and customer service.

15 Tips on How to Create a Successful eCommerce Website

Every website needs visitors and customers. Websites are specifically designed to serve customers. An effectively designed eCommerce website experiences high conversion rate and brings the desired profit for a business. However not all the web designers understand how to make the eCommerce websites conversion-friendly. Below are 15 tips to help you build a successful eCommerce website.

  1. Identify your prospects 
  2. Have simple navigation 
  3. Use high resolution product images (or stock photos)
  4. Include valuable product details
  5. Employ simple, clear and visually engaging call to actions (CTAs)
  6. Feature product and/or service videos 
  7. Have 24/7 visibility into your shopping cart 
  8. Offer free shipping as an option
  9. Avoid distractions 
  10. Leverage landing pages to feature valuable content, products and services  
  11. Offer special discounts or sales clearly
  12. Display your contact information easily and visibly
  13. Consider multiple transaction options
  14. Feature an effective and useful Site Search: Advanced
  15. Keep the site simple, engaging and focused on providing value 

Building an eCommerce website could be a challenging task, but the tips given above offer great help even to a newbie web designer. Try to improve the usability and shop-ability of eCommerce website that you are designing. Keep in mind that building a website is a never-ending process. You’ll need to keep updating your website on a continually ongoing basis.

Marketing: How to Break Through the Noise

The market place – any market place – is noisy and crowded. Marketing has moved towards a content, value-driven strategy where companies are competing (even more so) for market attention. Below are my recommendations on how to cut threw the noise.

  1. Build a marketing strategy

Be sure to include the following elements:

  • Strategy: Start with a business strategy that addresses your target customer, market, technology and business needs
  • Products and services: Have a quality offering that meets customer needs (both stated and unstated) better than the available alternatives
  • Target audience: Understand as much as you can about your prospects and customers – who they are, what they need and want, and how you can best provide value
  • Competitive and market analysis: Understand the market in which you compete, including as much as possible about the industry and competitors
  • Brand: Build a strong brand and reputation in the minds of all key audiences – customers, partners, employees, shareholders, the local community, and others
  • Communication: Effectively communicate the value you provide so as to generate demand
  • Sales and distribution channels: Provide the right tools to enable those who sell and recommend your product to be successful
  • Operations: Deliver, track, and analyze your marketing efforts to understand what’s working and where changes should be made
  1. Think digital

If you’re not thinking digital first, you’re already behind. Be able to develop and deliver targeted digital campaigns that will provide an increased return on investment (ROI). Measure and track your digital marketing and make executable improvements, while focusing on lead generation.

  1. Create alignment

Marketing will succeed or fail based on your planning and execution. Alignment along internal and external stakeholders will increase the performance (and results) of your marketing strategies. Even some of the most creative marketing initiatives can fall flat if you don’t have alignment.

Have consultative and collaborate conversations between marketing team members and business stakeholders to create alignment. Review to make sure you have the resources (and budget) available to execute your strategy. Great marketing initiatives fall short if they are not provided sufficient resources. Have you thought about the technology required to execute your strategy? You need to. Exploring opportunities here also aligns with executing a successful digital marketing strategy.

Marketing needs to have a strategy is you want to successfully cut through the noise and have a valuable impact in the market place.

4 Ways to Make Social Media Marketing Easy

A few years ago businesses weren’t exactly convinced that they should be spending time on social media. In 2015 there’s no denying that social media must be considered part of your marketing strategy. Getting started on social media may seem complicated, difficult or confusing, however these 5 tips should help make it more manageable.

  1. Be Simple

Don’t sign up for every social media account. You should research and be selective on which accounts you start. This way you can focus your time and effort creating a strong social media presence on a channel that resonates with your company. The more accounts you have to manage, the more your time will be divided, and the more likely it is you’ll do a poor job across the board. You might also want to reserve your brand name on the major social networking sites, even if you don’t plan to use it. Choose 2 or 3 sites where you feel you’ll get the largest return on your investment. Be sure to select the networks where your customers spend the most time or where they engage the most.

  1. Schedule

You don’t need to spend hours everyday on social media. Be efficient and schedule content in advance. Commit to a few hours a week (actually put it in your calendar) to draft new content and source valuable content to share. Leverage tools like Hootsuite or Buffer to schedule updates to multiple profiles in one place.

  1. Integrate

If you want to see results, then you need to integrate. Make sure you’ve integrated your social media plan with your marketing strategy. This means integrating into your brand, messaging, campaigns, cross-channel marketing, advertising, content strategy and much more. Finally, link your profiles to your website, digital properties, customer relationship management (CRM) system. You can also cross purpose content across platforms.

  1. Monitor

Monitor brand, industry and competitor mentioned. Social media provides a unique opportunity to stay connected to content and opinions that are important to your target audience. Be sure to monitor any reviews or mentioned of your business. Paying attention will provide you with opportunities to join into the conversation, provide a point of view and hopefully some value. Use monitoring tools to track any mention of your company, brand social media handles as well as keywords related to your target audience. Monitoring will also provide you with the ability to adjust your strategy and implement improvements.

If you plan out your approach to social media it will be less daunting. Stick with it and you will see results from your effort.

5 Things to Consider Before You Start Marketing (or Advertising)

Marketing and advertising isn’t easy and it usually isn’t cheap. While you can find cost effective tactics you there are 5 things to consider before you start marketing.

  1. Set Objectives & Benchmarks

You need to know what your objectives are and what benchmarks (if reached) will make your marketing tactics or campaigns successful. This can include impressions, visitors, clicks, leads, conversions, cost per lead/conversion, etc. Knowing the specific results you want from each campaign will allow you to take the guesswork or emotion out of your decisions and invest in what marketing tactics perform.

  1. Align Marketing with Sales 

Before you start advertising, think about who, what, where, when and how you generate a sale. This will determine when and where you want to advertise. Without alignment, you won’t generate any revenue or return on your marketing investment. You should also think about capacity and inventory. You don’t want to advertise unless you can deliver.

Consider these questions and they will help you determine the appropriate marketing medium mix:

  • How many calls, leads and emails can me (or my team) effectively handle in a day/week/month?
  • How do you handle each incoming lead?
  • Do you make outbound phone calls?
  • Have you conducted sales training?
  • When do you receive the most leads or sales?
  • Is there seasonality to be considered?
  • What marketing mediums generate the highest quality of leads?
  • Who converts the most leads and where do they come from?
  1. Plan Your Messaging & Creative

Marketing performs best when you provide value and are focused around solving an issue or a need. Your creative and messaging should focus around your customers. Don’t hard sell or only talk about yourself. Create benefit-worthy messaging to help increase the results of your marketing.

Consider these questions when planning your messaging or creative:

  • What key issues are important to them?
  • Is there a point of view to consider or address?
  • What emotions or feelings do they experience before, during and after converting from a lead to client?
  • Can you provide unique value?
  • Is there a competitive position to take?
  1. Find the Best Marketing Mix

Consider a variety of marketing strategies and tactics. This includes local advertising (TV, radio), outdoor (billboards, transit), direct marketing, digital (display, PPC, SEM), social media, mobile, etc.

Marketing Strategies to Consider:

  • Radio works well in commuter markets from 6 AM to 6 PM. It requires very little production cost, and you can change your message in hours
  • TV works well in the evening (7 PM to 12 PM) and can provide increased emotional branding, however production costs are quite high
  • Outdoor advertising works well when generating local brand awareness, however you need to be in market for a few months to generate results
  • Direct mail works if you have a small area to target and you can create something that will stand out in the mail
  • Digital marketing can be cost effective, flexible, and highly measurable/trackable
  • Social media is an important tactic, which will help drive awareness, leads, and prospects to your business
  • Everyone is spending more time on his or her mobile devices, so don’t forget about that medium
  1. Implement, Test & Measure

Testing will help you improve and fine-tune your marketing efforts. Think about this before you launch a campaign to so you track it and measure results. Review monthly or quarterly and decide if you need to end the campaign, renew, refine, etc.

7 Tips to Set-Up and Optimize You Pay-Per-Click (PPC) Campaign

Looking for ways to make your advertising budget work? Think about running a Pay-Per-Click (PPC) campaign. These campaigns will show up in search engine search results when your potential customers search for keywords associated with your business.

You only pay for clicks on your ad and you can easily track how well your campaign is doing in attracting new customers to your company’s website. Then you can adjust your campaign to maximize your return on investment (ROI). Here are 7 tips to set up and optimize your PPC campaign.

1. Choose Your Keywords

Create a list of 20-50 keywords that relate to your company. From this list, use these keywords in your static (webpage pages that don’t change) and dynamic (e.g. blogs, videos, etc.) content so you will rank higher when prospective customers search for those terms. You do have to remember that you’re competing against other companies in your industry for these keywords so avoid generic terms and invest in terms and phrases that will differentiate yourself. You can use free keyword tools from Google to help with this as well.

2. Set Your Monthly Budget

Decide on the maximum amount you will pay each month for click-throughs to your website. Once that amount is reached, your ad will stop appearing. For example, if you pay $0.50 per word and select a budget of $500, your ad will run for 1,000 click-throughs.

3. Place A Bid

When you bid through an auction on keywords, remember that pricing is driven by supply and demand. Popular keywords cost more and that’s why you need to focus on what differentiates you from your competitors when selecting your words.

4. Align Your Landing Page With Your PPC Ads

To increase your quality score (the score Google gives your ads) and to keep the user experience consistent. Your goal is to turn website visitors into customers, so make sure your site is aligned with your PPC ad creative. The landing page should have the same offer as your ad and be clear, compelling and differentiated from your competitors.

5. Target Your Audience 

You can target your ads to potential customers in specific geographic locations. This will help you geo-target your ads around your service locations and customize your creative. Local campaigns perform best.

6. Analyze Your Results 

Major search engines provide analytics and reports that tell you how well your ads are working and how you could improve your campaign(s). Monitor how many clicks you have earned as well as data about your visitors, including their geographic location. Above all, keep a close eye on your conversion rate. A conversion is a click-through that results in an action such as a sale or a request for information. Tracking your conversion rate allows you to determine your return on investment (ROI).

7. Learn & Adjust 

As you track your results, try using different keyword combinations, starting new campaigns, changing creative, adjusting ad copy or targeting different locations, to see what works best.

Small Business SEO: 8 Ways To Rank Higher

It’s no longer enough for companies to simply have a website. Your website should have a strategy and objective. It should provide value and be easy to find. If no one can find you, you’re going to have a problem.

Here are 8 search engine optimization (SEO) tips to boost your website’s position in search results.

1. Think Like Your Customer 

Think about what words  and search terms your customers will use to search and find your customers. Do research and even ask your customers.

 2. Draft 20-50 Keywords

From this list, use these keywords in your static (webpage pages that don’t change) and dynamic (e.g. blogs, videos, etc.) content so you will rank higher when prospective customers search for those terms. You do have to remember that you’re competing against other companies in your industry for these keywords so avoid generic terms and invest in terms and phrases that will differentiate yourself. You can use free keyword tools from Google to help with this as well.

You should also integrate a search engine marketing (SEM) Pay-Per-Click (PPC) campaign. Create ads that resonate with your defined keyword list and your ads will appear above or beside the free search results including those terms. You will then pay the search engine company each time your link is clicked. Competition is stiff for keywords so if you don’t have a big budget, you will have to focus on your niche.

3. Include Keywords In Your Website 

As mentioned above, start using your keywords in your website content and in your URL, webpage titles, subheaders, descriptions and metatags. Then, use the words in the text on each of the pages, but don’t overuse. You website copy should provide value, not irritate. The priority should be to make the content clear and easy to read. As Google webmaster guidelines state: “Make pages primarily for users, not for search engines.”

4. Work To Attract Linkbacks

The more sites that carry links to your site the higher you will rank on searches. Ask website owners of related sites to link their site to your site. You can also offer to carry a link to theirs in exchange for a link to yours. A good example of this is to guest author blogs. Focus on the quality of the links. The more popular the website, the more impactful they will be on your website SEO.

5. Publish Lots Of High Quality Content

The more content on your website, the more traffic you will attract from search engines. Publish compelling content—articles, videos and photos—and update it frequently.

6. Be Social 

Social media is a great tool to have in your SEO strategy. Create company pages and link back to your website. Be active in online communities in your industry. Share content on Facebook, YouTube, LinkedIn or Twitter that brings visitors to your site.

7. Be Patient 

Benchmark your site performance and monitor the results, but don’t expect fast results. It will take months to make significant improvements in your search engine rankings.

8. Measure Results & Work For Page One

Use free services like Google Analytics, Google Webmaster Tools and Moz to track the statistics on the behaviour of your visitors—how they found your site (search engine, referring website, etc.), their geographical location and how long they stayed on each page. This data can help you to improve your online strategy. You need to rank on page 1, no one really looks past it now.

10 Mistakes of Social Media Marketing

Lack of planning, overextending yourself and failing to engage your audience can effect your digital marketing and social media efforts. Social media has been around for a few years, but in that time marketers and researchers have made some pretty interesting findings.

Before, sites such as MySpace, Friendster, and Facebook merely connected you with friends online. Now, businesses have taken advantage of social networks, integrating social media into their strategies. This approach has yielded impressive results, but along with those successes have come growing pains of how to best use social media for business and marketing. Here are 10 mistakes of social media marketing.

1. Not Having A Plan

Any business looking into social media must establish a plan. Determine the goals and objectives for yourself and for each site. Are you trying to get 10% more followers each month? How many people would you like to interact with each week? Having a plan is a must.

2. Not Being Active

Activity matters, size doesn’t. It’s better to have an intimate group of engaged followers who continually interact with you than having thousands of passive followers who don’t. More followers and more traffic do not equal more money; you need the right people to engage with your business. 

3. Not Dedicating Time To All Of Your Pages

Each social media account should get a fair share of your attention. If you have time for a couple social media pages then use them to the fullest extend. Don’t start accounts on social media sites if you can’t maintain them.

4. Talking About Your Business In Every Post

Vary your posts so you’re not always talking about your business. Sometimes you have to think of your business as if it were a person. Don’t be like those people who constantly talk about how awesome they are. The more you force content, the less valuable and engaging your page will be.

5. Making Grammar & Spelling Mistakes

There is nothing engaging or attractive about spelling and grammar mistakes. Double-check and proofread your material before you send it out onto the Internet. Not only will errors make you look unprofessional, but they could also harm your credibility.

6. Not Analyzing & Tracking Analytics (Or Stats) 

Statistics are important in every marketing campaign. All social media networks offer analytics and reports to track page views, post reads, shares, activities, and more. Through these valuable data you can see which posts draw the best audience response so you can offer more value to them.

7. Having No Personality 

Social media gives your business the opportunity have a strong, unique, personable voice. Be open, insightful, witty – whatever your business brand should embody and deliver it.

8. Not Engaging Your Audience

Ask questions. Get feedback. Start discussions. Social media gives you something no other marketing channel offers: the opportunity to connect directly with your audience. Not only does this strengthen customer relationships, but it also brings more activity to your business.

9. Being Defensive Or Negative With Comments

The Internet includes the good, the bad and the ugly. Unfortunately, not everyone online is going to be nice or agree with your business. Be calm, professional and handle negative comments graciously. Remember, everything said online is public.

10. Giving Up

Building your social media presence takes time. Don’t give up. Stay active. Be patient. Your efforts will pay off; just give them time.

5 Ways To Be Engaging Leaders On LinkedIn

Most professionals do not have a LinkedIn marketing or social-selling strategy, let alone an online sales strategy that’s aligned to revenue objectives. If you want to be a sales and marketing leader you need to create a plan that will activate your LinkedIn connections. Think of LinkedIn as a professional social media network that you can use to connect, engage, drive demand and create lead opportunities.

Yet, strategy is the biggest difference between a sales or marketing team that drives demand and enjoys consistent revenue opportunities and one that just has a presence and lots of connections it does not engage with.

How you thought about these tactics?

  • After you make a connection, how do you follow up or build on that connection? Your goal should be to develop them into a lead.
  • Do you think about the content you are sharing or posting? The content should position and differentiate yourself.
  • What discussions are you creating? Will these discussions or conversations nurture your connection (or prospect) and provide value for to your business relationship? They should.
  • Have you thought about how to introduce your company and their content to your connection and move them from LinkedIn to your website?

Here are 5 strategies that sales and marketing leaders need to think about to be engaging on LinkedIn.

  1. Social Media Presence

First, review your LinkedIn profile. Did you consider your LinkedIn profile as a strategic tool? Your profile shouldn’t be a cover letter and a resume. You should be considering how to position yourselves as an expert in your field. The information on your profile should be interesting to your target connections, market and industries.

To convey your worth, find out what kind of value your prospects are looking for and optimize your LinkedIn profile to provide value to them. Your profile should be piquing interest and starting conversations with key decision-makers that lead to revenue opportunities.

  1. Thought Leadership

Don’t just use LinkedIn as a publishing platform. It is a good medium to push out content, but the content you are posting should be pulling your prospects in. You need to plan out what type of content you can provide that will convince decision-makers to contact you. The best way is to figure out the pain points that your target connections (and their companies) may be facing and what content you can provide that would position you as a thought leader. The goal is to have your connections take action.

  1. Targeted Connection Prospecting

Review your LinkedIn connections to see how many of them are “long-shots” or who could provide introductions or recommendations. Your connection prospecting strategy should define who your main and secondary prospects and influencers are, and it should include a plan to get them to respond to your communications. The goal should be to retain their attention, so you can provide value, develop the lead (or referral) and convert the lead into a client.

  1. Engagement

It’s not about how many connections you make or followers you have on LinkedIn or any other social media platforms. More accurately, it’s about how many people you reach and engage with. Engagement and providing value should be at the forefront of your LinkedIn strategy.

The best way to engage in social media is to create a community. In LinkedIn, you can create actual groups that you manage. Remember buyers are looking for quick access to trusted experts and relevant content that helps them with their business issues. Your custom, niche LinkedIn community is an effective way to give your buyers what they are looking for.

  1. Lead Generation and Engagement

Most of the prospects you connect with on social media (and LinkedIn) platforms don’t realize what value you could provide or why they need you. It’s best to develop a lead nurturing strategy for move your connections through a defined lead generation process. Nurturing these connections will provide them with value and will encourage them to reach out for additional information.

What you need:

  • A strategy to use your content (blogs, social media posts, case studies, whitepapers, third-party research, etc.) to support your business objectives.
  • Content that will engage and provide value. Think about the pain points that will address your target audience and connections’ needs.
  • A plan for how you will nurture your connections, prospects, leads and clients. How will you move them into your pipeline and get them to engage with you?

By developing an integrated marketing strategy you will be able to create a funnel that will provide value and lead opportunities in the future.