Many companies are trying to figure out how to get started with Internet marketing. Internet marketing in Youngstown is no different from anywhere else, thanks to the Web’s global reach. Consider, though, that area companies seem still to be lagging online compared to elsewhere, so committing to a budget for online marketing could put you at the head of the pack.
It can be hard to find money in your expenses for a new marketing campaign, but think of how you’re currently spending your marketing dollars. What proof do you have that it’s working? Do you know how many people are looking at your Yellow Pages ad? Do you know how many new customers you got this month directly from your print ad?
Digital marketing is the only sure way to validate each marketing dollar and directly see the return on your investment. What are your options?
Most online leads have traditionally come from search. When you’re looking for information on a business or service provider, instead of opening the Yellow Pages, you Google. So do your customers. Therefore, getting and maintaining a top ranking in Google’s search results is of paramount importance to ensure you’re getting leads instead of your competitors.
One out of every eight minutes spent online is spent on Facebook. Fully 92% of U.S. adults who spend time online have Facebook accounts. If you haven’t created and optimized a company page on Facebook, then you have some catching up to do. And, ideally, your strategy for introducing your company’s products and services to prospects includes regular engagement of your Facebook audience.
That strategy must include attracting new fans, but it can’t stop there. The goal is to use social media marketing to deepen your connection with your customers and prospects, establishing your brand as a trusted resource in your industry.
While organic search results (the Google listings displayed on the left and without a colored or highlighted background) are seen by customers to be the most reliable and trustworthy, Pay-Per-Click (PPC) ads can be effective in driving clicks to a landing page tied to a discrete effort.
However, don’t expect to be able to set up a paid ad campaign and let it run unattended. The more effective your ad is, the less you’ll pay per lead. So, you must be monitoring effectiveness on a weekly and even daily basis to ensure you’re getting the most for your money.
Inbound Marketing or Inbound Lead Generation is the term we like to use to describe the holistic marketing practice encompassing all of these fields. Rather than cold-calling prospects, by developing content about your products and services and how they make a difference in your industry, you are creating landing pages for prospective customers to find you when they need you.
Once they’re aware of you, your content serves to educate the customer and to differentiate you from the competition. This could be a white paper or case study that clearly outlines your benefits. Webinars can also be powerful ways to tell your story.
Then, your communications must provide offers that trigger for the lead to become a paying client, whether through discounted offers, a product demonstration, or a free consultation.
We’ll talk about all these things in the coming weeks here on the blog. In the meantime, if you’d like a more in-depth conversation, we’ll come to you and explore how inbound lead generation can work to pump up your sales pipeline.
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