Marketing works differently now.
Push is out. Pull is in.
You have to think inbound.
Traditional “outbound” marketing tactics that dominated the pre-Google world are now alarmingly ineffective. We all have the power to filter out advertising and we’re not afraid to use it.
The customer is in control. The communications process begins if and when the customer wants. Without advertising. Without phone calls. Without you.
Instead of pushing out messages via paid media, to reach this customer, you must put the power of content marketing, search, and social media to work. The relationship with your brand begins there.
SEO leads have a 14.6% close rate, while outbound leads
(such as direct mail or print advertising) have a 1.7% close rate.
~ Search Engine Journal
To be an effective marketer, you have to do a complete 180. The strategy is to pull people to your website with magnetic content.
Define objectives by beginning with the end in mind
“Our digital marketing isn’t working.”
The great thing about digital marketing is how easy it is to measure results. So if you say the program isn’t working, it’s only a valid assessment if you’ve defined what “working” actually means.
Your sales and marketing team must agree on the program’s objective. Objectives differ from company to company, site to site, and program to program. Generally speaking, the mission is to generate traffic, leads and sales.
Are you aiming to expand an email database? Sell off the page? Foster word of mouth?
You’re going to experience failure and success. Digital marketing is forever experimental. You know what you need to conduct a meaningful experiment, right?
You need an outcome.