Out With the Old & In With the New: 3 Ways to Overhaul Your Marketing Tactics in 2015

Scott Lambert

inbound marketing makeoverDo you feel like your current marketing efforts are outdated and ineffective? You see the analytics and they aren’t what they used to be. Traffic is down. So are your leads. And you’re the one drowning under pressure to do better, sell more. Well, we’re about to throw you a life preserver with three ways you can makeover your marketing tactics for the New Year.

1. Implement a Content Marketing Strategy that Attracts Your Ideal Prospects or “Personas”

According to Google’s Moment of Truth, buyers will consume 11 pieces of content online before they decide who to contact when making a purchase. That’s why it’s imperative your potential clients get the information they need while they are online and moving through the different stages of the buying cycle.

Reality Check: Most people will decide to do business with you or eliminate you as an option strictly based on the information you present online.

But don’t just take our word for it.

Even the experts agree that content marketing is essential to your business in order to get more leads and acquire more customers.

  • 97% of consumers now use online media when researching products and services in their local area (BIA/Kelsey).
  • Consumers engage with 11.4 pieces of content prior to making a purchase decision (Google Moment of Truth).
  • 84% of buyers engage in online information consumption and education (Google ZMOT).
  • 70% – 90% of the buyer’s journey is completed BEFORE prospects contact a sales representative (Forrester).

2. Create Call-to-Actions with Landing Pages that Lead Prospects to Premium Content Offers

“’Contact Us for More Information”

“Schedule Your Free Assessment”

“Download Your Free eBook Now”

“Get Your Guide to XXXX Now”

“Increase Your Sales by 210% Case Study”

“Get the Top Brands Product Comparison Guide”

These are all examples of a primary call-to-action (CTA). A primary CTA helps reinforce the message of your overall content on your website and is designed to draw your visitors into your conversion process.

Your primary call-to-action should also let your customer know the next step to take. This could be a free download for a premium content offer or an invitation to meet for a free analysis.

When placing calls-to-action on your website, they should flow naturally from a website (yours or a website you are advertising on) to a landing page that provides more detailed information such as the value proposition and benefits of your premium content offer. From there prospects can fill out a form to enter your conversion pipeline and get access to your premium offer.

3. Automate Your Lead Nurturing Process via a Marketing Automation Platform

The conversion pipeline mentioned above consists of email workflows to nurture leads and move prospects through their buying cycle, significantly increasing your conversion rates.

When you have a Marketing Automation Platform (MAP) in place that can do all of this for you on autopilot, you’re able to optimize your marketing efforts while maximizing the financial benefits.

A MAP allows you to:

  • Create a sustainable, formalized lead generation protocol that includes follow-up emails, newsletters and other content-rich contact points.
  • Integrate your marketing with your sales processes for seamless operations.
  • Implement integrated marketing automation, CRM and an analytics platform to easily track what’s working and what’s not working.
  • Increase your revenue while lowering your cost of acquisition.
  • And more…

These three strategies will help you maximize the financial benefits for your company.

If you’d like to talk to us more about how we can put give your current marketing plan a fresh and updated approach for the New Year, let us know and we’ll be more than happy to help.

Until then, download this free Digital Marketing Plan to learn about tactics you can use to beef up your marketing.

Digital Marketing Plan CTA

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of BellSouth.net, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Inbound Marketing

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