It’s not easy being a marketer these days.
Your board wants results, your sales team wants hot leads and you want to keep up with technology as it reinvents marketing at an astonishing rate.
There used to be an accepted marketing playbook with a mix of trusted disciplines and techniques. Broadcast and print ads with paid search were once the fundamentals of campaigns. They were effective, and got results. So what is changing?
Meet the Connected Customer
The answer is - the customer. The explosion of consumer technologies and social media is creating a new type of connected customer.The connected customer is discovering content in new ways and becoming adept at sidestepping marketing messages. They can record programmes on DVRs and speed through the adverts, avoid banner advertising on websites and talk to brands directly on social media.
With the rising popularity of smartphones and mobile devices, customers have more technology in their hands than ever before. As a result they have become more discerning and empowered, leveraging the Internet to research products and services before they’ve even reached out to your business.
Sales-focused content, poorly targeted campaigns and impersonal approaches are losing effectiveness, and who wants to work on campaigns their customers won’t love?
The Evolution of Marketing
The key to marketing transformation lies in understanding how to replace interruptive messaging with content that really helps customers find a solution to their problem. Creating and publishing blogs, downloads and FAQs that answer common questions is a great start to helping you attract the ‘right’ visitors to your site, visitors who are more likely to convert.Nurture these visitors when they reach your site with content that speaks to them at each stage of the customer journey. Create powerful landing pages with great offers, encouraging data collection in return for truly valuable content.
Close your leads by targeted use of intelligent email campaigns, using analytics to determine what works.
Take your customer loyalty a step further - keeping your customer relationships strong with regular email and social media contact will pay dividends, not only gaining you repeat business but turning customers into brand advocates, willing to share their experiences on your behalf.
The benefit of marketing transformation? The move from these key stages, from conversion to buying to loyalty, becomes much smoother and more accountable.
What Does Marketing Transformation Actually Involve?
Marketing transformation can involve using new marketing tools and services, or using old techniques in new ways. Practically speaking, your new marketing playbook can use a combination of:- Search
- Social media
- Analytics
- Content creation
- Digital PR
- Mobile
Choice: A Great Problem
We’ve identified that there is more potential for marketers to identify and engage with their customers than ever before. But with new social media channels, apps and technologies continually being developed, all this choice can begin to seem more like a grind than an opportunity.This is where marketing automation services can help.
Marketing Automation
Marketing automation software offers you invaluable analytic intelligence, based on real insight.
Not only that, but using the right marketing automation service for your business can provide you with data to measure the all-important ROI of your campaigns.
If measurable results, an impressed board and delighted customers sound good to you, then it might be time to consider transforming your marketing.
