I wrote a 40-page eBook covering today’s most effective digital marketing lead generation strategies. It was recently published by Three Deep Marketing, a sizable agency in Minnesota that’s one of the nation’s premier practitioners of data-driven digital marketing. From content marketing to marketing automation and many other tactics, the eBook covers a lot of ground. You can scroll down to see the chapters list. Go here to download the eBook in its entirety. Or check out how the book begins here and now….
The story begins with the predictably unpredictable buyer
The customer’s buying path is forever unpredictable. The only thing that is predictable is they will do their research.
You’re doing research here and now. You might pull the trigger soon. You might not.
In a way, you’re a lot like everyone else. The decision you’ll make—in this case, about your company’s marketing—will be an informed one. You’ll put in the time, do your homework and make an informed decision.
And in a way, you’re unlike anyone. You’ll bounce around from source to source however you please. No one knows the path you’ll take—including you.
Let’s lay it on the line. Buyers command the buying process now. They absorb information like sponges, but don’t stand in line to get it. They go online and get it entirely on their terms.
If you want them to consider buying from you, you have to buy into the realities of the new media landscape. You have to map your marketing to their journey. And again, the journey’s wildly unpredictable.
Go ahead and gulp. In the 2010s decade, marketing and media have matured. Keeping up with the changes is a priority, but a highly challenging ambition. Deny the dominance of digital marketing and you’ll go down in defeat. Digitally savvy companies shall inherit the earth.
This eBook is a roadmap of sorts. Our hope is it will equip you with the insights you’ll need to achieve success in the age of the carefully considered decision.
Shifting into digital gear—The tactics marketers use to accelerate lead generation and curb costs.
Research indicates buyers are commonly two-thirds (or more) of the way through their journey before they reach out to the vendor.
In the age of the carefully considered decision, the most successful businesses are becoming customer-centric marketing machines. The winners are now able to:
- Define marketing strategy based on customer needs
- Understand the customers’ behaviors
- Engage with customers based on their behaviors
Marketing’s role has become enormously different.
- Marketing is sales. Marketing—not sales—guides buyers through the early stages of the buying process.
- Touch points multiply. Marketers need to engage customers across an expanding array of channels.
- Timeliness is crucial. Relevant marketing messages and content must be delivered fast and at every stage of the buyer’s journey.
Good news: your company can revisit its marketing methods and shift into digital gear to become:
- More in touch with your customers’ needs
- More responsive in delivering the content they seek when it matters most
- More effective and efficient
TABLE OF CONTENTS
Cashing in on the power of pull
The publishing paradigm
The cornerstone of your content marketing
Success on your content marketing journey
The buyer’s journey begins with search
Effective SEO focuses on the factors that matter most
How to optimize web pages correctly
SEO reality checks
The company’s lead generation center
The formula for capturing leads
Equipping your website with automation
Conversion rate optimization (CRO) practices
Relationship marketing, if you dare
Getting known, liked and trusted
Pay-per-click and lead generation in the digital age
PPC or SEM
Additional digital advertising options
The most versatile and powerful way to reach buyers
Aligning email marketing with your objectives
Creating emails that get opened and clicked
How to cash-in on email marketing
The key to bringing your digital marketing together
Lead scoring: landing deals more efficiently
Assess and refine your marketing with analytics