Reason To Hire A Digital Marketing Agency 2

The Difference Between Lead Generation vs Demand Generation

When it comes to building your audience and increasing your sales, there are two strategies that are vital to your success:  demand generation and lead generation. However, there are a lot of misconceptions about both. For instance, many people confuse one for the other. Some people think that demand generation is part of lead generation, while others think that lead generation is a part of demand generation. In reality, they are two different strategies that are critical to your ability to convert more customers.

Demand Generation vs. Lead Generation

The question for many is, “what is the difference between demand generation vs. lead generation?” Think of them as steps that must be taken to eventually close a sale. The first thing that you must do is to generate demand. Once you have achieved demand, you must then capture leads. The following is a more thorough breakdown of demand generation vs. lead generation:

  • Demand Generation – Demand generation is a strategy that includes numerous marketing tactics aimed at building awareness. Another misconception many have about demand generation is that it’s only about increasing brand awareness. However, it’s also about educating your audience about their needs and how your brand can solve them. As such, you’re also building brand authority during this stage. The ultimate goal of a demand generation strategy is to put your audience into the position to be converted into leads.
  • Lead Generation – Lead generation is the strategy of converting visitors to leads by capturing their personal information, such as their name and email address. It’s through the generation of leads that you will be able to nurture your leads through the sales funnel and eventually close the sale. When it comes down to it, lead generation is the act of taking advantage of the demand you’ve generated to collect contact information. Using that contact information, you can then engage leads directly.

Implementing A Demand Generation Strategy

Since demand generation consists of generating brand awareness as well as educating your audience, there are many tactics you can use. The following are just a few examples of demand generation that you can use:

  • Blogging – A blog allows you to regularly publish content to your website that is educational and informative. Blog content can also help people become aware of your business, if you promote it properly. For instance, by earning backlinks, optimizing it for SEO, and sharing it on social media.
  • SEO – Optimizing your website and all of its content for SEO, helps increase your presence on Google’s search engine. As a result, you can attract more organic traffic to your site.
  • Paid Advertising – Paid advertising, whether on Google or on social channels, can help expose your brand to specific segments of your target audience.

One thing to keep in mind when creating a demand generation strategy is to know who your audience is. Your demand generation efforts won’t have much of an impact if you’re targeting the wrong audience. Because of this, it’s critical that you develop your buyer personas.

Like this article ? Also read A Brief Guide to Sales Lead Generation

Marketing Trends 2
Implementing A Lead Generation Strategy

If you have a constructive demand generation strategy, you should be in an excellent position to capture your leads. At this point, your audience should not only know who you are, but they should be interested in your brand due to the influence that you showcase. However, the majority of them won’t be quite ready to take the leap, which is why you need a lead generation strategy. Such a strategy involves providing something of value in return for their contact information.

With that in mind, the following are a few examples of value that businesses commonly offer to drive lead generation:

 

  • Gated content – Offering more in-depth content in the form of ebooks, whitepapers, and more, is an excellent incentive for providing you with their personal information. Businesses include links to gated content in the CTAs of their free-to-read blog content. Doing so allows them to capitalize on the authority they’ve just built.
  • Email newsletter – For anyone who is reading your blog on a regular basis, a periodic email newsletter filled with relevant and unique content is a great incentive to convert to a lead. Not to mention that they will have to provide their email to receive email content.
  • Free trials – Interested audience members are more likely to convert if you give them a free sample of your service. Offering a free trial in return for their personal information is generally accepted as a more than fair trade.
  • Webinars – Webinars are live stream of presentations, such as panel discussions, lectures, or interviews. They can run for a longer period of time and tend to dive in topics in great detail. Not to mention that viewers can often engage during the webinar by asking questions. Webinars are a great way to generate leads because you can acquire viewers to register in order to get access.

Understanding The Difference Between Demand Generation vs. Lead Generation Is Critical

To achieve success, you need to focus on both demand generation and lead generation. However, not understanding the difference can make it difficult to meet your goals. Not to mention, it will be difficult to monitor on how your marketing efforts are performing.

30 Greatest Lead Generation Tips
healthcare marketing agency

Five Tips for Effective Inbound Marketing for Healthcare

Quality healthcare has always been important, but it’s even more important during the pandemic. More people are searching for health-related information than ever before. As such, it’s critical that your healthcare business is in a position to be found. To achieve this, you need to implement a strong, long-term inbound marketing strategy. A good inbound marketing strategy can help drive awareness of your business and help generate more leads. It’s why you should work with a reputable healthcare marketing agency. With that in mind, the following are five essential inbound marketing tips for healthcare businesses:

1. Add Educational Content To Your Website

One of the most important goals you should have is to build trust with your audience. Trust is essential to any healthcare business; after all, your customers are often putting their lives in your hands. With that in mind, you should add educational content to your website. This content shouldn’t promote your services or products. Instead, it should educate your audience. The more informed they are, the more confident they will be in making a purchasing decision. Not to mention that it helps build your brand authority, which directly increases trust.

COVID-19 Content

An example of educational content might be a page dedicated to COVID-19. This page could explain what the symptoms are, what patients should do if they exhibit symptoms, and how they should seek help if needed. Not only are you providing valuable information that can save lives, but you’re also providing relevant information that can build trust.

2. Build A Compelling Website

Your website is the foundation of your inbound marketing efforts. It doesn’t matter how good your content is if your website is poor. The following are just a few important elements of a compelling website:

  • No technical issues – Broken links and slow loading pages can hinder the user experience. Few visitors will stay on your site for more than a few seconds if they’re encountering technical problems.
  • Visually pleasing layout – Your website should be visually pleasing. A poorly designed website that looks outdated will give visitors reservations about your healthcare company’s quality.
  • Easy navigation – Your site should be easy to navigate. Make it easy for your visitors to jump from one section to another and to find what they’re looking for.  Besides a solid navigation menu, you should also use internal links to help guide your visitors to related content and pages.
  • Ability to contact you – Whether visitors have questions or want to schedule appointments, it’s vital that you make it easy for them to contact you. Your contact information should be on every page. However, you should also have a page dedicated to your contact information where visitors can fill out a form. You should also think about incorporating a live chat or chatbot feature to provide basic information and guidance.

3. Maximize Your Email Marketing Strategy

Email marketing has been an incredibly cost-effective marketing strategy since the beginning of online marketing. Healthcare companies, in particular, can benefit from email marketing. For example, you can create an email newsletter that leads and customers alike can sign up for. You can use this newsletter to educate your audience and to build trust in your brand. You can achieve this by using your newsletter to provide new health information,  healthcare tips, and office updates. A good email marketing strategy can allow you to nurture more leads and encourage more appointments.

4. Use Social Media

Social media is one of the best ways to engage directly with your target audience. Many people turn to social media in order to seek healthcare-related advice. In fact, it’s estimated that 40 percent of people say that they use information they found on social media to make health-related decisions. If you establish a regular presence on your social media channels, you’ll be able to offer professional advice to potential patients. As a result of such engagement, you can build trust. Not to mention that any interactions you have will be public, which will help to generate more brand awareness.

5. Create A Blog

While you should have educational content throughout your website, a blog can be particularly helpful. A blog allows you to publish new content on a regular basis. It also allows you to publish content that may be relevant to a specific time. For instance, a post on health-care-related laws passed during the pandemic would be a great blog post. However, you can use your blog to post about all kinds of general disease information.

An effective healthcare inbound marketing strategy is essential to your company’s success, especially at this point in time. Although these marketing tips are incredibly effective, they do require time, experience, and expertise to implement successfully. As such, you should strongly consider working with a professional healthcare marketing agency.

inbound marketing strategy

Developing Inbound Marketing Strategies For Your Business

Everyone is familiar with traditional marketing. Traditional marketing includes TV commercials, radio ads, magazine ads, billboards, and more. While such marketing can still be very useful, it’s not always a cost-effective option for smaller businesses. It’s one of the reasons why most businesses have set up websites and social media pages (such as on Facebook). What you may not realize is that marketing your company online in such a way is known as “inbound marketing.” You should also know that a lot more goes into inbound marketing strategies than just setting up a website.

What Is Inbound Marketing?

People often think of inbound marketing as being the same as online marketing. However, while online marketing is often a form of inbound, they are not the same. Inbound marketing refers to any marketing strategy with a focus on attracting an audience. Most traditional marketing strategies, such as TV commercials, directly engage an audience. This type of marketing is known as “outbound marketing.”

How Is Inbound Different Than Outbound Marketing

Instead of directly engaging an audience, inbound marketing involves letting your audience come to you. To achieve this, you need to put yourself in a position to be found. For example, when someone does a Google search and finds your website on Google’s SERP (search engine results page) and they visit your site as a result. This is a form of inbound marketing.

The Benefits Of Inbound Marketing Strategies

First of all, inbound marketing is the most affordable option for companies with a smaller budget. What’s particularly beneficial about inbound marketing is that you can scale your efforts as you grow. It’s also a more effective way to build your brand authority, thereby helping to increase your reputation while building a larger audience.

Inbound Marketing Is A Long-Term Strategy

In addition to being cost-effective and easier to scale, inbound marketing is also a long-term strategy. You’ll rarely see significant results from your inbound marketing efforts the moment you implement them. But if you keep at it, you’re much more likely to achieve long-term success. This differs from outbound marketing, which tends to be more short-term in its results.

5 Essential Inbound Marketing Tips

Hopefully, your business has a website or a social media page. Most small businesses, including mom and pop shops, at least have a Facebook page. This is a good start; however, you’ll want to expand your inbound marketing efforts to increase your chances of success. The following are five essential inbound marketing strategies that you should adopt:

1. Create Attention-Grabbing Content

To attract people to your business, you need to have something of value to offer.  Because of this, you need to create content. Content is the reason people use the Internet, whether they are doing research, looking for help, or seeking entertainment. By creating website content, you put yourself in a position to be found. The content you create can continue to attract new leads over the long run. However, not just any content will do. You need to develop content that’s relevant to your business and that provides value to your target audience.

2. Promote Content On Social Media

Creating high-quality content is the first step. However, you need to promote it to attract as many potential customers as possible. Social channels are arguably the best way to promote new content since billions of people use social media. By posting content on social media, you will generate awareness of that content to your followers. Additionally, you will have a chance of attracting more leads if your followers share your content.

3. Set Up A Blog

The blog is one of the most effective ways to generate and organize content. By setting up a blog, you create a dedicated section on your site where you can publish new content. Your audience will know that they can continue to visit your blog to view new content in the future. As such, a blog also makes it easier to nurture your leads and maintain your audience.

4. Monitor Social Media And Website Analytics

You’re going to have a difficult time determining the success of your inbound marketing efforts if you can’t judge their performance. Fortunately, there are tons of website and social media analytics tools that you can use. By tracking various KPIs, you can identify what inbound efforts are performing well and which ones are doing poorly. This data can help guide your future marketing efforts.

 Six Steps to Better Use of Marketing Analytics & Dashboard 

5. Use SEO For Your Headlines

Search engine optimization makes it easier for Google to identify what your content is about and how engaging it is. It factors these things into ranking content. The better your content ranks, the more organic traffic you’re likely to receive through Google’s search engine. As such, make sure that you optimize your content’s headlines using strong, relevant keywords.

Develop an Inbound Marketing Strategy Today

As beneficial and cost-effective as inbound marketing can be, it’s important to understand that it’s not superior to outbound marketing. Inbound marketing is just a different type of marketing strategy than outbound. The best approach is to use both inbound and outbound marketing strategies that work with each other. Either way, you’ll want to make sure that you use the right inbound marketing strategies to get the most out of your inbound marketing efforts.

 

Inbound marketing will help you grow your business by attracting website visitors, converting them into leads and closing leads into customers
b2b marketing

5 Ways to Improve Your B2B Marketing Strategies

B2B marketing can be a challenging endeavor, especially if you don’t have a clear cut marketing strategy in place. To have any hope of running a successful B2B marketing campaign, you’ll need to establish what your goals are. Once you’ve done so, you should implement marketing strategies that will support those goals and help you achieve them. The following are five B2B marketing tips that you should use to help improve your marketing efforts:

email marketing metrics 31. Streamline Your Email Marketing

Effective email marketing is vital to your ability to convert subscribers into leads and leads into customers. It’s estimated that 83 percent of B2B businesses have an email newsletter strategy. In addition, 40 percent of businesses believe newsletters are the most important component of their content marketing efforts. To get the most out of your email marketing strategy, you need to streamline it. This means that you should segment your email list so that you can personalize your messaging and target subscribers more effectively. Doing so will help ensure that your email campaigns are relevant to your email list, making it easier to nurture your leads.

2. Enhance Your Online B2B Marketing Presence With SEO

SEO (search engine optimization) is essential to putting your business in a position to be found by potential B2B clients. Many businesses will begin searching for information or solutions through Google. If you have a strong SEO strategy in place, your website will receive more exposure on Google’s SERP (search engine results page). This will bring in more organic traffic from Google. To receive the most exposure on Google’s SERP, you will need to rank high on their page. Most people will click on one of the top three results and rarely ever go past the first page. By optimizing your website for SEO, you will boost your page rankings. The following are a few SEO factors that contribute to Google’s page rankings:

  • Keyword use

Keywords help provide Google with information about what your website content is about. You need to use keywords that are relevant to your content and that are competitive, meaning that you have a chance to rank well compared to other websites ranking for the same keywords. Your keywords also need to match your user intent to ensure that they are actually being used by people who are in your target audience. Finally, you’ll need to properly optimize your site using these keywords, such as by using them in your titles, headers, body content, anchor text, alt image tags, meta titles, and more.

  • User engagement

High user engagement indicates that the content is of high quality, which is why Google pays attention to certain factors that indicate high user engagement, such as social signals (shares and likes), comments, and backlinks.

  • User experience

User experience is another element that indicates quality. Technical issues, such as slow-loading pages, hinder the user experience. As such, you need to make sure your website is technically sound.

8 Ways That You Can Improve Your SEO

3. Know Your Audience

One of the ways in which B2B marketing differs from B2C marketing is that B2B clients are much more specific. B2C companies tend to have more general audiences that they can market to. Because B2B companies have to target a more specific type of client, you will need to figure out who exactly your audience is. To do this, you should develop your buyer personas. Buyer personas are representations of your ideal clients. They help you define the different types of clients that make up your target audience. You can then use your buyer personas to guide all of your marketing efforts. For example, when creating content, you can make sure that the content you’re creating is relevant to at least one of your buyer personas. Additionally, you’ll be able to make sure that you address your entire audience by making sure to create content that’s relevant to all of your buyer personas.

4. Measure Your B2B Marketing Online Performance

Not all of your marketing efforts may achieve the success you were hoping for. However, the only way to judge your marketing performance is through various analytics tools to monitor key metrics. By doing so, you’ll be able to determine what is working and adapt accordingly. The ability to adjust your strategy mid-campaign can help ensure that you’re not wasting resources on tactics that aren’t effective. In the end, measuring your online performance is critical to achieving a high ROI on your B2B marketing.

5. Take Advantage Of Referral Marketing

Capturing leads and converting customers requires you to build trust. One of the best ways to build trust is through another customer’s referral. Implementing a referral marketing strategy can help you attract new leads through word of mouth of existing and past customers. To do so, you should give existing customers an incentive to provide referrals, such as a discount on a product or service.

These are five B2B marketing tips that can enhance your marketing campaign. Keep in mind that you should continuously monitor and adjust your B2B marketing strategies as needed. Doing so will help ensure that you’re not pouring resources into tactics that aren’t working out for you and will help you achieve a higher ROI in the long run.

Download Our White Paper Guide To Learn How To Perfect Buyer Personas For Your Business
inbound marketing

Inbound Marketing Strategies To Use During The Pandemic

We are well-aware that the coronavirus has economically affected many companies drastically. However, what matters more is what your company is doing to respond to these trying times. With many states following the stay-at-home order, people are at home surfing the web now more than ever. This means there is a greater chance that they will end up on your company’s website. It is vital for your company to take advantage of this pandemic and implement more effective inbound marketing strategies to show consumers that you are still there for them and ready to work.

Have a Clean, Easy-to-Navigate Website

Your company’s website is a sales tool that can be viewed by millions of people around the world at any time of the day. It is crucial that it contains relevant, useful information as well as inbound marketing solutions such as blog articles, informative content, videos, images, and other tactics. This is especially important now, while technology use has increased because of the pandemic. There is a higher chance of someone finding your website. You want your website to provide the right content that will have consumers returning to your site. Your website should be clean, easy to navigate, and tell a story. In order to accomplish this, you must provide quality content.

Post Useful & Informational Content

Content marketing is one of the most important parts of inbound marketing. It grabs the viewers’ attention and makes them want more. It is central that your company posts informative, easy-to-understand content that consumers can use as a reference and keep coming back to.

While we are in this pandemic, content is an essential part of your inbound marketing strategy since your website’s content will be the first thing consumers see. It is key to provide frequent, valuable blog posts and marketing on social media.

It is also important to take into consideration the buyer’s journey. Does your website lead a potential buyer down an easy-to-navigate path to complete a purchase? You need content to educate consumers when they are in the early, middle, and end of their buyer journey. Make sure you provide helpful content that includes information about your product and frequently asked questions to ensure that the potential buyer has all the information they need to feel confident about buying from you.

Enjoy this article: How To Develop A Solid Inbound Marketing Strategy

Market and Engage with Prospects While Social Distancing

Conferences and trade shows are canceled and travel is restricted. It is critical that you know some ways you can still market and engage with prospects:

Online Events:

It is common that marketing teams have a few in-person events they attend in a year such as conferences or trade shows. These events are important to attend because they bring in leads. However, many have been cancelled because of the pandemic. With no in-person events to attend, it is important that your company does not just sit around and wait for the next one. Instead, launch a webinar series. Your consumers and prospects still want information, so give it to them!  You can schedule webinars far in advance so people have time to sign-up. You should continue to use webinars even after the pandemic is over to ensure more leads and sales opportunities.

Engage with Followers on Social Media:

With all the current craziness and ever-changing news, people are constantly checking their social media. Now is the time to post relevant, attention-grabbing content and engage with your followers. Your social media channels should be up to date and provide useful content. Followers should be able to tell that your company frequently uses its social media sites and is keeping up with everything going on. The main goal of using social media is to lead followers back to your company’s website, so make sure to post content that includes a link back to your website.

Using Live Chat:

Since many people are home now, they may expect you to respond to their live chat faster than usual. It is important that you set up a chat to answer quick questions from consumers. Chat tools such as live chat and chat bots bring up upgraded, next-level website experience for consumers. You have to plan and organize the way your chat is set up. You must consider what page it goes on, who receives the live chat questions, etc.

Inbound marketing will help you grow your business by attracting website visitors, converting them into leads and closing leads into customers
High Quality Backlinks1

The Importance of Earning High Quality Backlinks

One of the major goals of an inbound marketing campaign is to be found online. There are many tactics that you can implement in order to achieve this. One such tactic is through link building. Link building refers to getting other websites to link to your content. The more high quality backlinks that you earn to your website, the more traffic you’ll receive. Because of the nature of high-quality backlinks, there’s a good chance that this traffic will consist of high-quality leads. Because of this, you should try to earn as many high-quality backlinks as possible.

The Benefits of Earning High-Quality Backlinks

There are two major benefits to earning high-quality backlinks. The first is that a website that links to your content is doing so in order to provide their audience with a quality source that they think will benefit them. This means that your content will be exposed to an audience that is likely going to be relevant to your brand. Backlinks from websites with particularly big audiences are going to result in a lot of web traffic to your site as well, which can result in more potential leads.

The second benefit of earning high-quality backlinks is that they indicate to Google that your content is of high quality. After all, a reputable website wouldn’t send their audience to your page if the content wasn’t helpful or relevant. As such, Google factors the number of high-quality backlinks that your content earns into its page rankings. This means that the more high-quality backlinks you earn, the higher your page is probably going to appear on their SERP. As a result you’ll gain more exposure and more organic web traffic.

How to Earn High-Quality BacklinksHigh Quality Backlink2

Earning high-quality backlinks might seem like a matter of luck. After all, you have no control over whether another website decides to link to your content. However, this isn’t necessarily true. There are a number of ways that you can increase the chances of being linked to. The following are a few tips on how you can earn more high-quality backlinks:

  • Create high-quality content – The first thing that’s required in order to earn backlinks is to have content worth linking to. This means that you should focus on creating high-quality content that is relevant to your target audience and that is helpful or informative in some way. Be sure to get your content out there too by promoting it. For example, link your content to your social channels and add social share buttons so that your readers can help expose it to more people. The more exposure the content is, the more likely it is that another website will stumble onto it and link to it.
  • Optimize your content for SEO – The higher your content ranks on Google’s SERP, the more likely it is that another website will find your content when doing research for their own blog content. If they end up referencing your content, they will link back to it.
  • Build your brand authority – The more brand authority you have, the more you’ll be trusted as an expert in your field. As a result, websites will be more willing to link to your content as a valid source that they can use to strengthen whatever argument they’re making or information they’re providing in their own content.
  • Build relationships with influencers – Find the influencers within your industry on social media and begin building relationships with them. Once they know you exist, they may link to your content. Not only can you earn backlinks this way, but the additional exposure can result in more backlinks in the near future.
  • Write guest blog posts – When you write a guest blog post on another website, that website will link your guest post back to your own blog. This means that you’re automatically earning backlinks for every guest post your write.
  • Link to other websites – Link your content to other high-quality websites. Doing this can result in them returning the favor.

Enjoy Article: 5 ways to Update Your Internet Marketing Strategy in 2020

Avoiding Low-Quality Backlinks

The thing about backlinks is that they only help you if they come from a reputable website. A low-quality website isn’t going to send you a whole lot of traffic, after all. Additionally, Google will evaluate where your backlinks are coming from to ensure that they are from a reputable source. The reason they do this is because, websites would try to trick Google into providing high page rankings. They did this by buying backlinks from websites that sold them, known as link farms. This was a common blackhat tactic that is now very difficult to get away with. If you buy backlinks, Google will penalize you by either lowering your page ranking. Or they’ll kick your page off of their SERP.

Earning backlinks should be a tactic that everyone invests in. Doing so can help to increase the exposure of your brand and your content. Help bring in traffic from other websites, and help boost your SEO rankings, thereby attracting more organic traffic from Google.

Website Redesign Checklist
New call-to-action
Cornerstone Content 2

Cornerstone Content & Why You Need It

As you likely know at this point, the success of your inbound marketing strategy depends significantly on your content strategy. Your content strategy, however, probably consists of several different facets. As you plan your content, it’s important to understand that not all content provides the same value to your strategy. Some content is much more valuable to your marketing strategy than other types of content. The most important of this content is known as cornerstone content. It’s useful to understand what cornerstone content is and that you implement it on your website.

Cornerstone ContentWhat is Cornerstone Content?

Cornerstone content is the best and most important content found on your website. Out of all the content you create, this is the content that you want to rank highest in search engines. It provides new visitors with an overview on important topics that are relevant to your business. For example, cornerstone content for a roofing contractor might include an article, about the different types of materials that can be used in a roof installation. Or how to tell when your roof needs to be replaced. It can also include an in-depth breakdown of services offered by your company and when they might be needed.

As such, cornerstone content can take the form of a blog post or a webpage. Cornerstone content is generally found at the top of your funnel. Since it provides visitors with a thorough introduction to a topic, it doesn’t need to be gated.

The Benefits

The following are some of the benefits of creating and implementing cornerstone content onto your website:

  • Increase your brand awareness – Your content is more likely to be found by new visitors, who are looking to educate themselves about certain topics. Because your content provides visitors with an introduction to certain information, it should help to drive awareness of your brand as a result.
  • Create a positive first impression on visitors – People who first arrive at your site are more likely to do so via your cornerstone content. If the information is helpful and insightful, then you will leave a good first impression. This will encourage them to continue exploring your site and to read other content.
  • Earn natural links – Cornerstone content is more likely to earn links from other respectable sources. As a result of being a good source of information for people who are new to the topic. As such, cornerstone content is more likely to earn traffic as a result of external links.
  • Drive relevant web traffic – Create what is relevant to your brand, then the people who search for the topics you’ve focused on are more likely to be part of your target audience.
  • Build brand authority and trust – If what you create is of high quality, it will help to build brand authority, making it easier to earn trust from new visitors.
  • Repurpose into other types of content – Because cornerstone content is a long-form introduction or overview of a topic, you can repurpose it into other types of content, such as smaller blog posts.

How to Create What You Need

As important as cornerstone content is, creating it is a simple process. The following are some of the basic steps you can take in order to create what’s needed for your website:

  • Identify main keywords – Do keyword research to determine what the main keywords you want your website to rank for. Use these keywords to form the topic ideas for your content.
  • Write long-form content – Cornerstone content should be more in-depth pieces of content that provides readers with highly-informative material. Content that is impressive in both quality and scope is more likely to be linked to. Make sure that when you begin crafting that it’s well-developed and comprehensive.
  • Connect related content – Link your cornerstone content to other pages and other content on your website that’s relevant. Keeping it interconnected will help boost your SEO as well as make it easier to keep visitors on your website.
  • Optimize – Make sure you also use proper keywords in your headers, meta tags, titles, and URLs.
  • Make your content accessible – It should be easy to find your cornerstone content. Even if new visitors don’t find it via a search, they should be able to find it when on your website. It’s why you should link to it from your homepage.

When it comes to your content strategy, the importance of having this information on your website is essential. It is the foundation that will help to drive the success of your content marketing strategy in general.

internet marketing strategy

5 Ways to Update Your Internet Marketing Strategy in 2020

The end of the year is quickly approaching. This means that you should take time to review the progress of your marketing efforts this year. You should also think about adjusting your internet marketing strategy and improving upon it. Even if your internet marketing strategy was successful this year, there are always ways you can improve. This is especially true when you consider how quickly internet marketing evolves and changes. With that in mind, the following are five ways that you should consider updating your internet marketing strategy for next year:

1. Update Your Web Design

Your web design has a big impact on whether visitors will stay on your website and continue to explore. The thing is, many businesses don’t update their web design for years. What might have been considered a cutting edge web design three or four years ago may be significantly outdated now. Your website should be easy to read and easy to navigate on both desktop and mobile. As a result, modern web designs tend to go with a cleaner, more minimalistic approach. Take a look at the websites from some of your competitors or from other businesses within your industry to see what they’re doing. If it’s been more than a year or two since you last updated your web design, there’s a good chance that it could do with a few improvements.

2. Personalize Your Email Marketing Efforts

Email marketing might be an old internet marketing strategy, but it’s certainly not an outdated one. Email marketing is one of the most cost-effective ways to not only nurture your leads, but to continue building relationships with existing customers. Be sure to segment your email lists based on the personal data and user behavior data you have access to so that you can personalize your emails more effectively. The more personalized your emails are, the more relevant they’ll be.

Check out our article: Email Opening Lines That Actually Work

3. Make Better Use Of Social Media

A lot of companies have social media pages, but they don’t do anything with them. Use your social pages to your advantage. Link new content to your social pages. Encourage conversations about your brand or your industry by asking your followers questions. Contribute to conversations that are relevant to your brand. By engaging with your followers, you build brand trust.

While using social media to engage with your followers should be a priority, there are other ways that you can take advantage of social media as well. For example, find influencers within your industry and connect with them. Building relationships with influencers can expose you to even bigger audiences and can help to boost your reputation.

4. Create New Content

New forms of content catch on quickly. Because of this, don’t limit yourself to just writing blog articles. While you should certainly continue with your existing content marketing tactics if they’re working for you, you should also look to vary your content. For example, if you haven’t started creating video content yet, then there’s a good chance you’re already falling behind the competition. If you don’t have the resources to create high-quality video content, consider recording podcasts.

Creating new content in a variety of formats will help to extend your reach and will go a long way towards building your brand authority. You may even want to source some of your content from your users. Consumers often connect more with user-generated content, after all. You can do this by holding contests on social media and awarding prizes to the best user-generated content (such as the best picture submitted on Instagram or the best video on YouTube).

5. Continue Finding Ways To Improve SEO

One of the most common online marketing mistakes people make is to assume that once they optimize their content for SEO, that they no longer have to worry about it. However, SEO optimization should be continuous. You should continue doing keyword research in order to optimize new content that you publish. You should monitor your page speed and improve it when it slows down. Also, work on off-page SEO, such as earning backlinks from respectable sources (such as by getting influencers to share links to your content). Remember that SEO isn’t just about optimizing your website. Your SEO strategy will only improve if you compliment it with your content marketing and social media strategies.

When it comes to your internet marketing strategy, it’s important to take note of what worked and what didn’t at the end of every year. Focus on improving marketing efforts that you feel fell short of expectations or of the goals you set. Even if you’re happy with how your marketing strategy performed, look for possibilities for improvement. As such, keep these five ways to improve your internet marketing strategy in mind for 2020.

buyer persona

How To Implement A Customer Retention Program for Long-Term Success

Inbound marketing is a very involved, long-term strategy that businesses put a lot of time and resources into – as they should. However, one of the issues that many companies have is that they focus so much on attracting new leads and nurturing them that once they finally close the sale, they act like they crossed the finish line. This is a huge mistake. The best customers aren’t the new customers, they’re the existing customers that continue to make purchases. In fact, it’s estimated that improving your customer retention by as little as five percent could potentially increase your profits by as much as 95 percent.

As such, you need to make sure you implement a customer retention program that allows you to continue to engage with existing customers so that they will continue being your customer. The following are a few tips on how to implement a successful customer retention program.

Regularly Ask For Feedback media mix

Ask for customer feedback, whether it’s about the quality of your products or services, their experience dealing with your customer service, what would make your service better, or even about the function of your website. You can do this via email (NPS surveys are great for this), social media, or even a feedback page on your site. Feedback lets you see where you stand with your existing customers.

If someone had a less than stellar experience, you can even reward them for providing you with honest feedback with a special promotional offer (thereby helping offset the less than stellar experience and hopefully showing them that you’re taking their feedback seriously). Not only are you showing customers that you want to know how their experience was, but it actually provides you with a lot of insight into how you can improve the customer experience to increase customer retention in the future.

Establish A Customer Loyalty Program

A loyalty program is one of the best ways to retain customers, yet many small businesses don’t have one. There are many ways that you can implement a loyalty program. You can provide discounts or free shipping based on how many purchases they’ve made or you can establish a rewards program based on points earned for purchases that they can use towards other products or services.

Similar Article: How To Develop Content To Build Customer Loyalty

Provide Live Chat On Your Website

While a chatbot can be helpful as well, having a live chat feature on your site will allow your customers to speak with an actual human. You can choose what pages to have your live chat box appear, such as your customer support page or your client login page. By offering this feature, you greatly improve the experience your customers have since they’ll be able to ask questions or report any issues that they might be having without having to wait to speak with someone.

Follow Up On Dormant Customers

Pay attention to customers who haven’t made a purchase in a while. Make sure you follow up with these customers just to keep your brand on the top of their mind. For example, you could email them an offer on a product that they bought before to encourage them to buy it again. Or send them content that can enhance the use of your product or service.

Customer retention programs are essential to the success of your marketing efforts. Without customer retention programs, you’ll end up losing the customers that you spend so much time and effort obtaining. These are a few tips on how you can implement effective customer retention programs into your marketing strategy.

Free Marketing Consultation

How To Outshine Your Competition with Effective Ecommerce Marketing

While not all businesses have an e-commerce page, many do. If you’re selling products or services online, you’ll want to make sure that you have an e-commerce marketing strategy. If you don’t, it’s going to be difficult to stand out from all the other e-commerce sites out there. Through the use of digital marketing strategies, you can build awareness of your ecommerce page as well as generate more traffic. Thereby, you can improve your chances of closing sales. The following are a number of e-commerce marketing tips that will help you do just that:

Ecommerce Marketing Tips

social media

 Diversify Your Social Media Presence – One of the big challenges of ecommerce marketing is figuring out what social media platforms work best for certain markets. You won’t want to pour all of your resources into one or two social media platforms, only to realize that they are ineffective for your e-commerce site. Instead, diversify. Establish a presence on several social channels and use analytics to determine which platforms are successful and which aren’t. Finally, ditch those that don’t work and focus on those that do.

Create Original Content – Some companies will use existing content because they want to focus more on other business tasks. However, unique content is much more likely to have an impact on potential customers. Creating original content will help improve engagement with prospects, and bring more potential customers to your e-commerce page. Additionally, you can use the content you create to teach consumers about your products and services.

Personalize Your Content – Personalizing content, such as the emails you send to your leads, can contribute to an increase in revenue. This is because content will be more engaging if you address the lead by name, and tailor content to meet their needs by using collected information. If it feels like you’re actually writing to your leads, and not just sending out advertisements to everyone on your email list, you’ll be more likely to capture their attention and improve your odds of conversion.

Similar Article: 5 Marketing Tactics You Should Be Using in 2019

Implement A Loyalty Program – As focused as you may be on finding new customers, don’t forget about your existing customers. The majority of your revenue will come from regular customers. Regular customers are important because they are more likely to act as brand ambassadors that can help drive more potential customers to your site. Implement a loyalty program that rewards them for their business. This can include offering special promotions based on their purchase history, or offering some sort of reward point program.

Optimize For Mobile Use – Many customers shop for products and services on their mobile devices, such as smartphones or tablets. It’s also how they consume content and engage on social media. If your e-commerce site isn’t optimized for mobile use, you will miss out on a significant number of potential customers.

 Automate Social Networks – To successfully leverage social media and bring in more customers, you’ll need to have much more than just a social presence. You’ll also need to engage on a regular basis by posting content regularly. Otherwise, followers will forget about you and your social presence will become irrelevant. However, this can be quite time-consuming, which is why you should automate some of your social media tasks. For example, you can use automation tools to post content at specific times based on your schedule.

Digital marketing is a must for any business that maintains an e-commerce site if they want to stand out. These are six e-commerce marketing tips you should follow to improve your ability to attract and retain customers.

Inbound marketing will help you grow your business by attracting website visitors, converting them into leads and closing leads into customers