Your business marketing strategy is how your enterprise focuses its resources on those many opportunities that will increase sales and achieve a sustainable competitive advantage. In short, it’s whatever you do to make a sale. It covers each and every step taken in the process of turning a visitor into customer, and then keeping that customer. In today’s digital marketing environment, especially inbound marketing, your marketing effort needs to attract qualified prospects, convert leads, close sales, and reward long-term customers.
There are lots of moving parts to a marketing effort, and a huge array of digital resources that help you to both create and manage the content that attracts those consumers who want your product or service. Some of the most important tools to attract qualified customers to your site are:
Keywords. Your prospects most often use a search engine to find what they want. To attract them, you need to carefully choose relevant keywords, create informative content, and build links around the terms your ideal buyers are searching for.
Pages. You must optimize every page to appeal to your qualified prospect. Ensure that your website is an oasis of helpful content to entice potential customers to visit your pages.
Blogging. An informative blog is a highly effective way to attract new visitors to your website.
Social Media. Put a human face on your brand by sharing useful content and valuable information on the social web. Engage with your prospects and interact in the digital town squares where your best prospects spend their time.
Once you’ve got visitors to visit your site, the next step is to convert them into qualified leads. This step includes:
- Gathering their contact information such as email addresses, as well as their preferences, which your business marketing software can capture and analyze.
- Offering calls-to-action in the form of buttons or links that encourage your visitors to make a positive connection.
- Taking your visitor to a landing page, where the offer in the call-to-action is fulfilled.
- A centralized marketing database to track the leads you’re gathering. Processing all your data in one place allows you check your real-time dashboard display to review every interaction you’ve had with your contacts.
When your visitor is ready to make a purchase or simply ask for more information, your marketing software can be used to make sure you’re making the customer feel very comfortable. Marketing automation can manage email marketing and lead nurturing that’s tailored to the needs and life cycle stage of each prospect.
These elements, and many more, need to be created, organized, deployed, and monitored in real time. To make this happen, you need the appropriate networked software and dashboard monitors to keep the right information going to the right people when they need it. Once you create your networked dashboard system, you need to make sure it’s understood and used by everyone in the company. Integration with your customer relationship management (CRM) system allows you to analyze just how well your marketing and sales teams are playing together. The strategy dashboard will tell you if everyone in the company is aligned behind your strategy and focus, and if your efforts are well spent.
It’s a powerful resource that can help you get the highest possible return on your marketing investment.
About the Author:
Alex has traveled (and worked) all over the world (8 countries) before coming to Colorado with his wife to call it home. Prior to founding Kapta, an agile business management software, Alex held sales, marketing, and product management roles for leading companies such as SumTotal Systems and THINQ Learning Solutions. He is also the Founder of Vast Talent, a specialized e-learning provider.