Optimize your messaging strategy to provide different content types -- each designed to align with the evolving mindset of a prospect in its own distinct way.
While the digital marketing adage “content is king” still holds true, the key for an effective website today is to let SEO considerations take the initial lead — then empower them to serve as a functional foundation and content infrastructure that drives engagement and conversions.
With its one-size-fits-all messages, “buckshot” marketing was often an effective approach in the bygone days of mass-media domination.
For decades, the lead generation and management process has been typified by a method you might call The Big Handoff. Once the Marketing function hands off qualified leads to Sales, there is often no end-to-end method for tracking a prospect through the decision journey to ensure that: 1) the prospect feels his/her needs are truly being met; and 2) the prospect is getting the most relevant information, at the right times, to inform and nurture the decision.
A key e-commerce element to develop is a corollary program of triggered transactional emails — a valuable ally for building overall audience engagement and ongoing customer relationships.
LinkedIn has been slowly and strategically transformed itself into a go-to platform for business news. You can leverage a mix of sponsored LinkedIn updates and external social platform retargeting to draw visitors to your posts.
One of the most dangerous marketing mindsets has always been: "Because that’s the way we’ve done things." This is particularly true for email marketing.