Inbound Marketing Guide

There is allot of talk around “inbound marketing” and as a guide to what it means to a business. Social media marketing agencies and practitioners seem to have developed a language of their own as digital marketing has become the dominant channel. Terms such as marketing automation, marketing qualified leads, social selling and lead nurturing are now common place words in the quest for business to find more customers. Here we will try to help you understand some of this vocabulary.

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To start with, most inbound marketing plans would focus on five key stages

Attracting visitors/web traffic to a site,

Converting visitors to leads,

Convert those leads to paying customers,

Turn the customers into repeat purchasers,

Analyse KPI’s and metrics to improve results,

Some reasons that have boosted inbound as a marketing tactic would include the fact that companies with a content driven strategy have 50% more website visitors than those that don’t and

leads captured from inbound marketing cost 60% less traditional forms of lead generation.

The reality is that an inbound marketing strategy has more or less the same goals as outbound marketing so the difference between them is not what any company wants from the marketing effort but how it goes about getting it. Inbound marketing is focused on attracting IN buyers to consider a brand usually with content as the bait (articles, videos, images, whitepapers etc) while outbound marketing employs diversion tactics (online ads, direct mail, cold calling) to get buyers attention. Most businesses would use a mixture of inbound and outbound marketing. A worrying trend is that some effective outbound activities like prospecting and lead generation via sales people is becoming dormant as too many start-ups or small businesses rely exclusively on inbound marketing to deliver leads and sales.

For a whole host of reasons, inbound marketing is now the primary channel deployed to engage buyers when considering a purchase due to the more non-interruption nature of inbound marketing.

Below are a list of activities and terms relating to inbound marketing, so next time a social media marketing agency speaks about how to put in place a plan then you will be well prepared to talk about it. While content is the rock upon which inbound marketing is built there is more to this strategy than articles, it also includes the use of social selling, targeting long tail keywords, interest sharing, engaging in social network conversations, attracting social media influencers and managing multi platform social channels.

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So here are some inbound buzzwords to improve your marketing speak.

 Inbound Marketing Plan;

The inbound marketing plan is basically a publishing calendar of activities including goals and targets covering blogging, content themes, articles, and whitepapers, landing pages, social networks engagement, social selling, lead generation, traffic and engagement in social media conversations.

Growth Hacking;

A recent term added to the marketing vocabulary. Mainly a tactic employed by start-ups in the App or SaaS space, growth hacking works on out of the box thinking blended with technology to try to achieve massive growth in numbers in a short pace of time. The sole focus of using this as a strategy is to grow big (web traffic, social media followers etc but not revenue) quick so every action is designed to drive that growth.

Viral Marketing;

This is about taking a marketing campaign, seeding it to other people and hoping the content appeals on a large enough scale to make the campaign grow rapidly. It is the multi level marketing of the digital age. Think “Ice Bucket Challenge”. Lots of marketing people go to bed at night dreaming about their image, video or article going viral. However the reality is there is little control when it comes to what will go viral. To try and make viral marketing work the key is to create some unusual content that will get lots of people to promote it for you. The more people who share your content will lead to increased brand exposure. It boils down to encouraging people to plug you to their social media audiences.

A/B Testing;

This refers to the testing of two different versions of the same email template, landing page or call to action (CTA) to figure out which version delivers the best results. A/B testing is something all marketers should do. Examples would be to take a call to action and test it with different strap lines, colours, text, and or with a different image. This allows you to determine which call to action performed better. So don’t guess as different messaging works to different audiences and even geo-locations. Always be testing as even a small percentage increase in leads or traffic can have a huge impact on sales (depending on your average order value).

Content Marketing;

Content marketing is the seed that will grow to capture future opportunities for web traffic, leads and customers. It is the bedrock upon which inbound marketing was formed and still powers. It involves the creating and distribution of valuable, relevant content on a consistent basis (daily, weekly) to attract buyers with the goal of getting the customer to take some predetermined actions. The content created is heavily keyword/SEO orientated the majority of time for a start-up and a high percentage of the time for companies with larger databases.

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Marketing Automation;

 Marketing automation is software that is used to automate large parts of the marketing process like lead nurturing, content publishing to social media or auto-responder emails. This software usually appeals to mid-sized upwards companies with larger databases or well trafficked sites.  Marketing automation is mostly used to improve the nurturing, conversion and closing stages of the sales funnel and is not a one fit fits all solution. The hard work of getting traffic and creating content is still yours to complete.

Social Selling;

Social selling is a great inbound tactic, despite its name it is not focused on sales but rather selling oneself or a brand to raise awareness to buyers of what you offer. It is a subtle and patient tactic where time is spent building up trust or “emotional lodgements”. It works on the premise that social media accounts are a fantastic broadcast channel while also a place to gradually build relationships and make connections. The key is to share content from other sources (not just your own), like other articles, participate in social conversations and provide regular updates. Social selling can be used as the key to unlock sales calls if used correctly, otherwise you are seen as a smash and grab merchant.

Lead Nurturing;

This is the marketing or sales process that is set in motion after someone downloads or fills in a form (newsletter, white paper) on your website. In the B2B sales environment it could be a series of emails together will social selling and direct sales contract. In B2C it usually involves a series of emails. The skill here is that when someone downloads a piece of content from your site, you ask (and give reasons) for them to provide their email address. Now with the verified and opted-in email address, you can implement a series of emails to be sent to them in the next days, week or month after they first signed up to downloaded something. Lead nurturing is important as it reduces your cost of customer acquisition and allows you to build a relationship as you know what they are interested in from your offerings. Be careful not to over expect the speed of developing the relationship or put too much urgency into the nurturing as their initial sign-up could only be a top of the funnel action.

Long Tail Keywords;

This term usually applies to your content marketing efforts and is the SEO keywords you have selected to target. These keywords are normally three plus words such as “social media marketing in Ireland” and are not as competitive in Google as a one word keyword such as “marketing.” Google also auto suggests long tail keywords so research these as part of your content strategy. Can I target hot or one word keyword, you ask? Sure as lots of people are probably searching on that word daily but on the flipside your competitors are targeting these keywords too. It could take years to even get on page 5 of Google for a heavily trafficked keyword. Ten or twenty well indexed long tail keywords when combined will deliver just as much traffic in the medium term as a single keyword. So when creating content titles and web URL’s, choose longer, more detailed keywords. If you research your buyer profiles well enough you will get clicks and views from potential buyers from your target market faster than you think.

The above is not a complete list of phrases as new words and terms come into play all the time around inbound marketing but hopefully by the time you have read this article, some of them are still relevant. Thanks for reading.

Marketing Companies in Dublin Guide

Marketing companies in Dublin or anywhere in Ireland offer a menu of services from digital marketing,SEO, social selling, content marketing to social media strategy. This guide is aimed at the business owner to ask what skills do they expect to see before deciding to working with one of the many marketing companies in Dublin or anywhere.

Social networks and the rise of social selling has changed the marketing game completely for business’s. Business has become smarter,faster, cheaper  with slower and expensive business models struggling. The lines dividing sales, marketing, advertising and public relations have disappeared with sales people needing to be able market and marketing people needing to sell.

Before engaging with a marketing company, when it comes to digital marketing there are some amazing do-it-yourself marketing tools that entrepreneurs or small business can use if they so choose. However, to successfully execute a social media marketing strategy or to implement a content marketing lead social selling strategy a business just may need some help. But they most likely will not need help from a bloated marketing agency still using old-school tactics.

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A Guide to engaging with the marketing companies.

Partnership not an Outsourcing Relationship.

There are lots of agencies and marketing consultants offering social media and digital marketing services. But does the potential client know exactly is being offered and what should be offered based on the needs of the business?

Will the agency assist with quality content creation? Can an agency source relevant articles and other content for the business segment to share on LinkedIn, Twitter, Facebook, etc? (this is at the heart of social selling). Can an agency suggest social influencers or people to follow? Can an agency set up a tweeting plan? Does the agency know when/how to post content on the social networks? Can they recommend blogs and forums the business should be participating in/on?

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It is important your marketing partner can “be you” and act like you online. They don’t see themselves as some outsourcing operation looking for a day rate. They may be required to form relationships with prospects and engage in communication that looks like it is coming from the CEO. Any business needs to build relationships and trust in the social networks and on the web in order to raise the awareness level for its product or service. By only raising the awareness levels cost-effectively can a business start getting considered (expressed in inbound leads, web traffic etc) so the marketing partner most likely has to participate in achieving the business goals .

Speed to Market

Social networks and the digital channels move at lightning speed, and any marketing agency needs to have the ability to adapt and keep up with the pace. They need to be active in real time. It is vital that agencies rev up the speed factor so that they move as quickly as buyers or consumers do.

Buyer Behaviour Knowledge

The agency needs to understand the science of how people (B2B or B2C) behave online and across the social networks to increase awareness, clicks, engagement, and views. Do you prioritise white papers or product articles, lead with thought leadership or informative content? The marketing partner needs to have proven experience and delivered results in the science of digital marketing.

Industry Expertise

Many if not most marketing companies have a wide client base and dabble in several industries. Any good marketing partner will invest the time in becoming a “subject matter expert” so they can really impact on a businesses digital marketing plans. So look for a marketing company that will take the time to learn about the industry you are trying to acquire customers in and win sales in.

Flexibility and Adaptability

The whole digital marketing landscape and channels keeps changing and evolving. What worked a few years back or even last year many not necessarily work today, and what worked today to boost SEO or web traffic might not work well in a few months. The best skill a business might look for in a marketing professional is the ability to adapt to change and the ability to speed up the tactics.

Creative Content Marketing

Any marketing company will claim to how to produce “content,” but what a business needs is someone who can create quality, engaging content that gets views plus has been keyword crafted to be indexed highly by the search engines. Content marketing which drives social selling and to a large extent SEO is still a relatively new field and the experience and expertise has not become mainstream. Remember when it comes to social media marketing or content marketing, buyers and consumers on the social networks will tune out fast to the over-abundance of posts, so it is vital a business has engaging content that stand outs.

Buyer Motivation Research

In a fast paced business environment it is not enough to just throw some ads or well-crafted messages at an audience. Digital marketing and social media successful engagement is about understanding as much as possible the things that interest buyers and why. By understanding the buyers journey, influence points and carefully researching the target audience, a marketing company must be able to more effectively craft sales messaging and marketing campaigns.

This is a an exhaustive guide to working with marketing companies but hopefully it might help a business ask some questions to find a marketing partner to deliver their business goals.

The Bitter Business is a sales and marketing strategy partner based in Ireland. We help companies Grow.

Social Media Marketing Strategy

This is a seven step guide to creating a social media marketing strategy to reach more customers and drive greater on-line awareness for your brand or product. For a business to really capitalise from social media, it needs to build a clear strategy that takes into account what are the goals, what are you trying to achieve, who are the target customers are and what is the competition is doing.

Social media marketing can be defined as the use of blogs, articles and content marketing, white papers, video and images to share on social networks to raise awareness to pull in the web traffic and prospects

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1st Step; Understand your social media goals

As with any planning in business, the first thing anyone needs to do when creating a social media marketing strategy is to understand what you want to get from it?. What are the goals (traffic, leads, likes, buyers, SEO) so you know the purpose of your social media efforts. For some businesses it is to do with creating or raising awareness of a brand or product. For some companies the focus will be on generating leads, increasing sales or driving website traffic. Larger companies many look to social media to build customer loyalty, increase community size or use as a communication channel. The key point here is the goal for your social media strategy has to go beyond simply gaining Facebook likes and Twitter followers.  The above examples are only a few areas a business could focus on, but depending on your resources a business should ideally focus on one primary or one secondary goal. Remember if you do not have goals, targets and measures of success then in all likelihood you are not going to accomplish any meaningful results from social media activity.

2nd Step; Create measurable targets and objectives

The second step is to now set clear targets and objectives based on the goals you have set. Remember the “S.M.A.R.T” method, so make sure your social media goals are Specific, Measurable, Attainable, Relevant and Time based.

Let us take the example of a business with a social media goal focused on increasing sales, then you might decide that the target is to generate an additional fifty on-line leads a month via landing pages, whitepaper or eBook downloads. If on the other hand, the goal set is to create brand awareness, then a target could the number of times your brand is mentioned on the social media networks per month. Also worth noting at this point, your goals, targets and objectives for social media should be directly tied to overall business goals, and they should be achievable. Goals without targets, actions and activities are just wishful thoughts. It is important to make sure the objectives are time limited. For example, you need to achieve a 100 percent growth in on-line leads generated within the next six months, not at some vague point in the future.

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Now that you have set the targets and objectives you need to make sure you can measure them. There are lots of social media tools to track and analyse activity and quantify your progress. These tools like Klout, Google Analytic, TweetDeck, Buffer or Social Mention to name a few, can let you know when your progress plus they will also help you to identify any trends early and adjust your activities if you have to.

3rd Step; Customer targeting – who do you sell to

So now, the goals, targets and objectives have been set so now you know where you are going, so all set, right?, well no because you still do not know how you are going to get there. You see a successful social media strategy is all about customer targeting, reaching the right people with the right messages. To do this, a business needs to understand “who do you sell to”. For example, there is no point in targeting everyone who has an interest in sport if you really want to target only those who are cycling enthusiasts.

The best way to do this is to draw up a buyer profile. What does the profile of your ideal customer or buyer look like? Make it personal and give them a name. Where do they work? How old are they? What social networks are they likely to be on? What is their income? How often do they cycle (as in above example) Do they have children? What brands do they like or dislike? What motivates them? The list of detail goes on. If you find that you have more than one ideal customer or buyer profile then create a persona for each.

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4th Step; Monitor the competition

As social media activity is mostly transparent, monitoring your competitions activity will tell you a lot about what works and what does not. After all, you are all targeting the same customer set. By constantly monitoring the competition, you have a fantastic opportunity to learn from their activity and actions.

This fourth step involves researching your competitors, maybe select ones your own size, in similar locations and some of the big ones. Find out what social networks they are active on, study their content (articles, case studies, whitepapers, videos, promotions, links). Is it direct or educational? What kind of industry references do they use? Do they talk about their product, markets, industry or brand and what if any other things do they focus on (events, discounts, and webinars)?

If for example you sell bicycles, do your competitors talk about how their bicycle brands perform in races or do they post cool cycling videos that just happen to include their bicycle range? Now see how well each competitor is doing on the social networks (followers, connections, mentions, comments, shares, likes) they get on their social media pages like Facebook, Twitter, Google+ and LinkedIn. This should give you a good insight into what social strategies work and which ones do not.

5th Step; Develop your content marketing messaging

OK, now that you have an ideal customer or buyer profile plus insights on your competition, next up on the list is to start developing your social media messaging. This is your top line titles and key messaging you want to share (writing the detailed content comes later); a list of key messages that you think will create awareness with your customers or buyers based on the profiles you have created in step 3. A suggestion is to target three or four buzzwords or better still “Keywords”, then break each keyword down into longer tail keywords so you build up a messaging plan.

Based on monitoring your competition a lot can be gained from adopting some of their successful messaging ideas and blending them with your own unique messaging that sets you apart — this has the effect of creating a unique voice in social conversations. Be creative, daring, controversial and educational as social media activity should be exciting, not dull.

6th Step; Select the social media channels

Depending on whether your business is B2B or B2C you will need to choose the right networks that are worth investing in for the products or services.

Most of us would agree that LinkedIn is a good platform to target for business buyers or business type sales while Pinterest would be better if a business is involved with retail or fashion. Some of these channels are obvious when you look at your buyer profiles and competitors but see if any other social media channels could pay dividends like Blogger, Scoop.it, Tumblr, Plurk, and Instagram.

As part of this exercise you should identify social influencers, these are the people who can help reach your target audience. Social influencers and respected bloggers have high levels of trust in their followers or readers and can be indispensable in creating social chat buzz around your brand.social-media-networks

7th Step; Build a content writing and sharing plan

The last but critical step is you need to develop a strong content writing plan based on your target keywords, you need to write and share (not just your own) engaging material. The content needs to align with your overall marketing messaging as in step 5 and be relevant to the social channels you will use. Content marketing is more than promotional blogs or product information; it has to add real value in the buyer’s journey to create awareness and consideration for your business within the audiences. Also if possible try not just stick to one type of media or theme, mixing videos, helpful guides, research papers,  images, info graphics, news and other formats will engage your potential customers far more effectively.

A golden rule to go with your seven step social media strategy is “Content marketing has to be constant” meaning a constant presence with great content across your chosen social media channels. Heed this note, every social media strategy can only be successful if you have an ongoing presence on social media networks, and that entails sharing fresh engaging content on a regular basis.

Social Media Marketing Plan

A social media marketing plan should not pose any major challenges to a small business. As in any growing business with a great product or service, the marketing team or person is most likely to be working on different tasks at different times and these tasks can change rapidly depending on the business needs. However, even with taking this into consideration, social media is now so vital to business success there are some tasks that need to be planned as part of the daily marketing routine.

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Set the social media goals and objectives.

Every article, news release, research or whitepaper are assets in a social media strategy to serve the goals that have been set. As with any business strategy you must know what you are working toward. Is it drive brand awareness, customer acquisition, generate new sales drive traffic, build up your network, reduce the cost per lead. Whatever of any or all of these you need goals and associated objectives clearly defined.

Work on the content strategy

When it comes to marketing the product or service, social media marketing success depends on the content strategy a business decides upon. Prior to writing, commissioning or publishing any content, a business needs to understand, what audience(s) are going to be  targeted?, What type of voice (expert, commentator, industry) will you use to communicate? Who are you trying to influence? What specifically do you want to achieve (leads, likes, traffic, views or authority)?  Allot of strategy answers are to be found in questioning the content strategy so everyone involved in the marketing and sales efforts need to know the why, what and who, understand it and is always in their minds. Content marketing strategy can then be tweaked and optimised as necessary.

Make sure there is new quality content to post

Fresh, quality, informative and relevant content is at the core of every social media campaign to reach target audiences and ensure engagement. To be seen as an influencer and sector expert it is vital to share new content consistently and regularly. New content when well written (not self- promotional or product articles) and engaging can propel a business forward. This is why the person in charge of the social media plan needs to make sure there is always some new content ready to be shared. There is no hiding the fact that writing content does take time and continuous effort so it needs to be planned.

Set up a content sharing schedule

The social media plan needs to have a schedule when content will be shared so all social marketing activities tie back into other marketing events or business plans. Also a schedule will take account for any external events, key word targeting, launches, promotions or seasonal trends that impacts your industry. This is why the content sharing calendar is so important for deciding what social media activities are in the pipeline. While not all content can be created and planned for weeks in advance of sharing, the core, and keyword targeted content pieces that demand more care and effort should be.

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Sharing sector Expertise

Selling is not sharing. Share your sector expertise on a regular basis in terms of marketing, insights, research, social stories and commentary to establish your business, product or service as an influencer. For every 1 self-promotional content pieces shared, share 4 quality “industry relevant” articles, also share insightful articles from other authors, comment and add value (not plugging your own business) on forums and groups.

Generate new content ideas

As stated above the value a great, insightful and quality piece of content can bring to a social media campaign cannot be overstated. This is why a business needs to spend the time brainstorming content and article ideas. Every business should always allocate time for it on a weekly basis. The reality is that without interesting ideas on content your goals and results will suffer in the long run. Content needs to be kept fresh, up-to-date and interesting in order to continue engaging an audience. An easy way of generating content ideas is to track your competitors and other influential blogs to see what content is working for them.

Following news for current and relevant content

As with most companies, some of your content marketing will be focused on industry news and events. This is why keeping informed of relevant news and events means you will be able to react quickly and creatively to opportunities which can boost your on-line exposure. Many social media managers monitor several different keywords, hashtags, social group and Twitter in order to keep up the date and in the know on trending topics. When the opportunity presents itself, it is vital to be ready to respond.

Include images, video and design

Social media is also a visual channel where images, video and good design can give an added edge in the awareness stakes. Using nice imagery or videos and a visually stimulating way of presenting content is far more likely to reach and engage a large audience. As the volume of content rises across social channel, great content should be complimented with visual impact. A business should working with a designer in order to produce visual elements like photos, infographics and video.

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Run social advertising

To add to organic reach on social networks, depending on your social media goals and business then social advertising on Facebook, Twitter and LinkedIn may be a consideration. Running a paid social campaign might help get the content out to a wider audience and more relevant readers.

Communicate with all stakeholders

Whether you are a social media manager working in an agency or working directly for a company, you will need to work with all the stakeholders (management, sales, product, marketing and service) in order to agree on the content to be shared. This is why social media marketers should be spending time with the all the stakeholders to plan for the future as part of the marketing daily tasks. Meeting all concerned can help gain more insights into deciding what type content to create, what upcoming events are there in the pipeline, launches or news that may be of interest and any other ideas to use content to engage the target audiences.

Reporting

Finally but as important is the reporting on social media actions, activities and results. Whether you work for a company or an agency, it is vital to report on the social networks achievements and the upcoming plans in place. This is done by setting up and agreeing on regular reports that monitor the KPI’s or metrics you have agreed on with the stakeholders.

For more social media marketing tips, read the marketing category on The Bitter Business.

Social Media Marketing

Social media marketing is the process of generating leads, traffic and attention while reaching influencers using social media networks. Social media marketing encompasses activities such as social selling, content marketing, audience reach and status updates.
Social media marketing also impacts on SEO or search results as content marketing (articles, blogs, whitepapers) and status updates (news, press releases, stories) when shared or published leads to search engine discovery around a set of keywords or a title. Research also shows that people also search on social media sites like LinkedIn, Tumblr, and Facebook etc. to find relevant social media content. Social connections who share a company’s social media links can also impact the position they show up on search engine results for keywords, whether within a social media network or on Google.
In marketing, harnessing the power of content marketing, social selling and social influencing can deliver big increases in traffic, audience and customer engagement. Before a business talks about marketing automation, social bookmarking, social sharing or social data they should discuss how to get the fundamentals of social media marketing right. Whether your social media marketing is designed to drive traffic, generate sales leads or reach a wider audience, following these ten simple rules will help lay the foundation to serve your marketing, customers, brand and business better.

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#socialmedia rule 1. Listen
Listen to the sounds, chatter and conversations on social networks. The success of social media and content marketing efforts follows the rule of more listening and less talking. No point talking about what has been talked to death. Read your target customers and competitor’s on-line content, join social discussions in a meaningful way (not for self-promotion) to learn what’s important to them. Only after listening and hearing what is being shared can a business create content and ignite conversations with well-crafted words that add value not clutter to people’s lives.

#socialmedia rule 2. Be a hedgehog
“The fox knows many things, but the hedgehog knows one big thing.” In social media it is better to specialise on topics you know than to be a jack-of-all-trades. A focused social media plan and content marketing strategy will be more successful in engaging a target audience and help build brand awareness than social media activities that attempts to be all things to all men.

#socialmedia rule 3. Quality counts
Quality over quantity. The beauty of quality words will be remembered long after the promise of a low price has faded from memory. It is far better to have 100 influential social connections who read, share and talk about your content to their own network than 1000 connections who disappear after reading your sales pitch.

#socialmedia rule 4. Be patient
Patience allows content the time to fall into place and make an impact. Social media results and content marketing success will not happen overnight. Quality always stands the test of time, social media requires time to filter around so have the patience to work steady and focused to achieve results.

#socialmedia rule 5. Publish often
Social media is not a one hit wonder. The article may be a masterpiece but one swallow never made a summer. Publish quality content regularly to build the on-line audience of followers and fans, quality content published at regular intervals is far more likely to be shared on Twitter, Facebook and LinkedIn and on other blogs.
The network effect of the sharing content or article links on social networks and the discussions that follow regarding the content will tap into search engines like Google, so the content will show up for keyword or phrase searches. These links could grow from ten to hundreds or thousands, reaching out to connect you with people searching on-line.

#socialmedia rule 6. Connect with social influencers
Social influencers can be a conduit to spread your content to a wider range of people who could be interested in your products, services and business. Seek to be and connect with social influencers, spend time building relationships with them through the power of words. If a blogger or brand is seen as an authoritative, interesting source which shares really useful information, the likelihood of your content getting shared with social influencers follower’s increases, which can put the business message in front of a huge social audience.

#socialmedia rule 7. Be a teller not a seller
Craft and tell great stories to get people to listen, too many businesses believe social media marketing is about promoting their products and services. This has the effect of people switching off. Create content that adds value to social conversations. Jumping in on existing social conversions has limited value, better to be known as who creates amazing content. This is what really develops and builds relationships with social influencers. In time, those social connections will become a powerful channel to spread the word on your business.

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#socialmedia rule 8. Build ties even weak ones
Social networks ties people together for shared interests and conversations. Building relationships and connections is one of the most important parts of social media marketing success, so always acknowledge every person including weak ties who reaches out to you or favours your content as six degrees of separation means that everyone is just six steps away by way of introduction from any person in the world.

#socialmedia rule 9. Remain constant
Apart from publishing content on a regular basis, you need to be available and have a constant presence with your audience. You need to participate in conversations, share other people content, get involved, and be seen to be engaged and active. Eaten bread is soon forgotten and social media followers can be fickle. They or your competitors will replace you if you are not seen on social networks for weeks or months.

#socialmedia rule 10. Share and show
In social media there is always room to share for a story that is not your own. Show people you care about the industry by sharing content, it is unrealistic to expect others to share your content and talk about you but you won’t do the same for them? So, plan to have a portion of your social media marketing showing content published by others. Showing you value content, articles and social conversations that are not your own will make you a social influencer.

Why Customers Buy

Customers buy solutions to problems or solutions for outcomes they need to make their business or lives better. While pricing is important it usually ranks 3 or 4 on buyer’s criteria. Too many businesses rely on the assumption in the era of digital self-education that the most important thing to a customer is price. But buyers and consumers are moving away from the traditional purchasing funnel to a more enlightened decision journey that uses the Internet to change the way they research, value and buy products. If sales and marketing plans have not changed in response to the new buyer-driven decision journey, it better start soon.

So why do customers buy?

Before we answer that, the first thing to understand is that every customer has a “decision journey”. This journey has pre-purchase and post-purchase steps. The pre-purchase journey can be described as Awareness Consider Evaluate Buy.  The post-purchase journey is Reflect Feel Decide.

In this article we will discuss the pre-purchase customer decision journey. Understanding the customer journey and its steps as to why customers buy can speed up the sales cycle improve conversation rates and drive revenue.

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Awareness.

They say the goal of marketing is to reach potential customers within a specific market and influence their buying choices by making them aware of their brand or products. Today, buyers are so well informed and knowledgably thanks to the explosion of social media and digital channels, they can create a buyer “consider list” without the company ever having a sales conversation or contact.  Marketing has to align itself to the awareness part of the decision journey. To raise awareness companies need to focus on buyer-driven marketing of which the internet is at the core. Pushing out brochures, advertisements or media buying as part of a company-driven marketing plan is still relevant but buyer-driven marketing is about creating digital properties that pull buyers towards the company, digital properties like whitepapers, product specific informational web sites, content marketing, customisable content, free product interactions, social selling, tools to engage people on social conversations about your industry and products, comment posting and world of mouth interactions, context marketing, etc. So buyer-driven marketing is about raising awareness to buyers who are already most likely engaged on the internet for your products and services.

Consider.

This is the part of the decision journey where consumers and buyers narrow down their buying funnel and start to consider what companies, brands or products they would contemplate purchasing from or not.  Has the buyer-driven marketing plan got the business into the consideration phase of the journey? This can be measured by trigger events like web traffic, sales leads, inbound enquires, white paper downloads and via social media channels like twitter and Facebook. This is where marketing, sales, customer service have the tools to cover all the buyer touch points to make it easier for the buyer to move to the Evaluate step.

Evaluate.

This part of the decision journey is where buyers add and remove companies or brands as they further narrow (and qualify) their buying funnel. General evaluation leads on to active evaluation where information gathering, sales conversations, meetings, presentations, proposals come into the mix. Research shows during the evaluation phase buyers look for ease of use, ease of implementation, product offering and ease of connection to company (multiple touch points). This is also where buyer-driven marketing pays off as buyers now start to “pull” information from the internet, information like product reviews, white papers, and previous buyer ratings while also pulling insights into the company and product via free trials, proof of concept, face-to-face, phone or web interactions, customer references and company policies.

Buy.    

Commitment to buy. Where the buyer selects a brand to do business with and makes the decision to purchase. This is where the company ensures all steps are kept to a minimum, whether its clicks, paperwork, compliance, set-up, downloads, configuration and payment.

Smarketing – integrate all customer-facing activities

The shift in buyer-supplier selling process and the buyer decision journey means that marketers and sales leadership must adopt and view this change as an opportunity to be in the right place at the right time, giving buyers the information and support they need to make the decisions. Sales and marketing have to be one where every touch point from customer facing activities, web sites, PR, leads generation, customer awareness and sales is everyone’s responsibility.

Consider and Evaluate – connect the dots for the buyer

What the buyer is looking for during these steps is Value. If a buyer cannot see the difference between two products, then price wins. If sales and marketing do not address the customer question “How will I benefit from this product or service?” in their buyer-driven and connect the dots for the buyer then the buyer will remove the company from the decision journey or go for lowest price solution.

Remember, people buy because they have needs, a problem needing solving, a goal that needs fulfilling, a situation that needs to be remedied, something that affects their life or  business, and needs solutions.  In the Consider and Evaluate steps buyer preferences usually fit into three main categories, known as PPI:

Productivity – efficiency, ease of use, outputs

Profitability – ROI, making money, increase revenue, improve profit margin

Image – brand, style, reputation, approval, desirability (this is mainly consumers)

Buyer-driven marketing is focused on the buyer priorities with messaging on Productivity, Profitability or Image. Buyer-driven marketing also answers the question “WWFM or what is in it for me?” So why do customers buy?, most likely because a company and its people understand the customer decision journey, created an awareness link to the buyer and then sales, marketing, customer service and product working in unison took the buyer through the Consider and Evaluate steps with a systematic approach based on insights and relevant information

Business Strategy in a Digital Marketing World

The future of business is digital, so when business leaders start to formulate a business strategy they need to understand that customers, products, business operations and competitors are now digital. Is business strategy being replaced with digital strategy? And do companies have the sales and marketing skills to compete in a digital marketing world?

A business strategy of viewing digital channels or methods as tactics is no longer valid. Instead businesses should see their company as an online ecosystem that connects digital resources both internally and externally to customers in order to compete. To stay competitive a business must harness digital technologies and channels, not just to deliver sales or superior customer experience but to drive operational efficiencies across all aspects of the business.

digital-world

One big question facing business leaders today is “Is our business constructed to thrive in the digital marketplace?

Digital disruption may be the only possibility for future business success as the barriers to market entry are being blown wide open. Competitors both large and small are rushing in grab a share of the market, so every business has to have a strategy in the digital marketing landscape. Bye now, most businesses know that digital is changing the way we do business. Every business must evolve and have a digital strategy that can take advantage of new sales and marketing platforms, data tools, and digital technologies that can get a business closer to customers.

The adoption of digital channels by the markets means a business must change and ensure that agile adaptation can be delivered in all levels of the company, both strategic and tactical. A business strategy for a digital marketing world may be the only option for some companies to survive and move towards a profitable future.

The market is pulling these business changes as the markets or countries with knowledgeable populations, high standards of living and education are demanding companies face up to the challenges in the digital landscape for communication and commerce. The reality is that digital advancement and the associated challenges will accelerate rapidly in the few years. Business leaders must grasp the straw and realise that innovation, flexibility, and speed of execution will be core to thriving in a digital marketing powered world.

Regardless of B2B or B2C, buyers are now highly knowledgeable, tech savvy, and the Internet and social media is their go to source for information. Today, people communicate differently, buy through different channels and expect a different flavour of products and customer support. The result is digital is not an add-on but is a mind-set, a lifestyle, a way of doing business.

Here are some suggested digital strategy priorities.

Integrated digital strategy across the business

While business leaders see that digital is having a strong impact in the area of sales and marketing they should also review customer service, finance, supply chain and human resources. While most companies start the digital journey by adding-on social media (LinkedIn, Facebook, Twitter, Pinterest) they do not integrate these social tools into an integrated business strategy. While the focus on near term activities such as lead generation are positive, to fully maximise the customer experience and operational efficiencies that can contribute to a competitive advantage companies need to expand out the digital strategy to all departments.

Business model evolution

The digital channels have changed customer interactions and expectations, impacted on channels of communication and delivery has resulted in business reviewing their business models. Forward thinking companies see digital transformation as integral to their evolution. Business model evolution is used to innovate and respond to changing consumer preferences including introducing new business models, services and product offerings to drive profits

Develop partnerships

IP, technology lead and more traditional companies can benefit from developing partnerships with outsourced sales, channel partners etc.in order to compete with companies that have grown up in the digital landscape. For the companies that do not have the skill-sets in sales, marketing or social selling, nor the capacity to adopt a digital strategy, it could be more efficient and cost-effective to partner with a digital enabler in their market space or outsource it internationally.  Outsourcing a requirement such as sales via partnerships could speed up the digital strategy while a business is able to harness a partner’s strength while addressing the market challenges.

Focus on the customer experience

The digital channels have seen the rise of faster communication, social news and user generated feedback content. The ability of one to many communication platforms has meant the customer experience is now a critical element for a company to gain a competitive advantage. Relevant in both B2B and B2C companies, the focus in the marketing strategy to a customer approach for content marketing, information dispersal and updates is critical. Companies should strive to deliver excellence across all its customer touch points. A digital marketing strategy should consider what new and innovative services would enhance the customer experience.

Social media engagement

Social media or social selling driven customer engagement can be the disruption agent to drive a business forward. Digital marketing is not just a series of social media tools. While social media tools are a great vehicle to drive brand engagement, companies need to accept “business as usual” is over. The future buyers for products and services live in the digital space, and so will their suppliers. Social media engagement is part of the digital marketing strategy involving content, access channels, audience interaction and ability to influence remotely.

Digital distribution channel

Digital distribution channels need to be explored, defined and redefined as the “4P’s” of marketing are being rewritten. Can a business’s product be delivered or accessed in another way or format?  Digital distribution and ease of customer use may be directly related back to the digital acceptance of the company’s senior team and the company’s ability to execute the digital landscape as a strategic business priority to give it some competitive advantage. Across all regions and market segments of the world, digital disruption to distribution channels is here now. The growing influence of the “Internet Always” population and the impact of digital technologies on the way we conduct business requires business to rethink strategy.

Every business whether start-up or large corporate needs to have a business strategy for a digital marketing world which means to start with acknowledging the changes and then respond accordingly. Remember this phrase “When technology and society change faster than businesses are able to adapt, then the result is extinction” – Karl-Heinz Land.

Content Marketing Plan

As social media grows, the use of content marketing both as a social selling tool and as an audience engagement tool to acquire and retain customers has now taken centre stage within the marketing strategy. The great news is apart from time to preparing the content, content marketing is mostly free but there are some lessons to be heeded. Free publishing platforms like WordPress or Medium, and free content and link promotion on Scoop.it, LinkedIn, Twitter or Facebook amongst others make content marketing a go to tactic for any business.

Also listed below is some helpful resource lists covering “content marketing guide” “content marketing tips” “content marketing promotion” and “content marketing publishing platforms”.

content-marketing

Content Marketing is not Blogging

To ensure content market delivers, a business has to start out with the end in mind, what keywords are you targeting, is your content for industry education or brand promotion.  Content articles need to be one thousand plus words and the content needs to be relevant and well written.

The use of content Marketing requires creating and sharing meaningful content (white papers, market research, industry insights, market articles) to attract and convert traffic into prospects, prospects into customers, and customers into repeat purchasers. The content a business needs to share should be closely related to what it sells; or more pointedly, words that will educate an audience, market segment or industry so they get to know, like, and be  influenced enough to do business with your company.

Content marketing is not a one off event, it is an ongoing marketing and sales process that is scheduled, resourced and integrated into the company’s marketing strategy. A company’s content marketing goals should be to own the media space coverage for the topics selected or target keywords chosen.

A critical point to note is that content marketing is the art of reaching out to communicate with your customers and prospects without the heavy sales pitch. This has become known as non-interruption marketing. Instead of pushing out products or services sales messaging, using social selling techniques the business delivers information that makes the buyer more informed. The underpinning fundamentals of a content marketing strategy is that if a business delivers relevant, timely, valuable information to prospects and customers, they will ultimately reward the business with purchases and loyalty.

Content Marketing “Creating a Deep Connection with Prospects and Customers”
Effective content Marketing is not possible without well thought out and well written content. Quality content is important as it links and impacts nearly all aspects of the marketing strategy.

  • Content marketing strategy powers social media exposure.
  • SEO: Quality content with relevant keywords will impact on SEO and SERP.
  • PR: Content marketing drives successful PR as it shows readers the business cares about them not just their business self-interest.
  • SEM: For paid advertising to work, great content will deliver more traffic/leads.
  • Inbound marketing: Content is key to driving inbound traffic, sign-ups and leads.

Content marketing is about telling a different story; breaking through the clutter, winning more customers by marketing more intelligently.

The days when a business bombarded a prospect will sales calls and interrupted potential customers with mediocre content (brochures) that customers do not care about are over. Intelligent marketing uses content marketing to draw prospects and customers towards the business by creating information and content they actually find engaging and useful.

Content Marketing Guide

1. Choosing Content Topics

Start by selecting what industry, keywords, target audience and information you believe they would be interested in. Write about topics the business is knowledgeable on and has expertise in. A company selling interior design could write a fun article about “interior design from the 70’s you want to avoid”.  It is not a sales pitch or net, content topics are fishing lines that attract people towards the brand. Engage the customer, give before you ask.

2. Planning the Articles

This takes time and patience. Writing quality content of 1000 plus words could take 1 or 2 days. Over time, experience will shorten the thinking time but planning and writing takes time. Planning out your content topics a month in advance can make the writing easier and the final content of higher quality. Before writing anything, devote time to keyword selection, topic title, brainstorming the content messaging, finding sources for images and sound bites.  So when the actually writing process starts is should be about crafting words.

3. Write Quality Content

Once the target audience, topic title and keywords have been decided upon, the process of crafting the words into an article can begin. Plan out how many quotes, sound bites you want to include. Always think quality, quality means grammar, sentence structure but more importantly is research based information like the information below on social media.

To put the potential impact of social media into perspective, here is some insightful statistics’ on buyer decisions.

“57% of the purchase decision is complete before a customer even calls a supplier.”

“67% of the buyer’s journey is now done digitally.”

4. Build SEO into content marketing

When writing articles (title and first paragraph) think SEO. Google and SERP now rewards higher word count articles and article topics that match the content along with visually focused (video, images). Think like Google does, does this content do a good job at connecting search users to quality, relevant information. Do a keyword search for the planned article title; strive to make it unique while still using the target keywords, example “Easy Content Marketing Tips”. The core SEO is content marketing but by including tips and easy it broadens the article appeal and reach.

5. Promoting the Content

Before you hit the publish button, check spelling and depending on your content platform make sure to tag it for search terms within the site. Now start promoting the article (posting on to LinkedIn, Facebook, Twitter, Pinterest etc.). Use a social bookmarking tool like AddThis to link your article to social bookmarking sites like Tumblr, Digg, Reddit, and Evernote.  This takes time, do not publish and promote the published articles the same time every day or week.  Publish the article, and then maybe give it a day or two before linking and promoting it.

content-marketing-diagram

6. Pause, Rest, Repeat

The old 80/20 rules applies to content marketing, it is 20 percent inspiration and 80 percentage work (research, thinking, planning and doing). There is no magic wand or short cuts, DO NOT outsource your content creation except to a trusted party who understands your business and marketing strategy. Do not copy and paste existing articles, use them for ideas and suggested wording.

Content marketing tips.

1. When posting a link on Twitter and Facebook also include an image

2. Share articles more than once over 2 or 3 weeks but change image/wording (not the article itself)

3. Try different times when posting on social networks

4. Adjust the content (posting title or wording) to suit the audience

5. Post the article links to multiple social bookmarks

Content Marketing – Promoting your articles and links.

This is a list (not exhaustive) of where to post the article links. Using a social bookmarking tool like AddThis is free and will speed up the process. I find doing it from Firefox is quicker.  Also try not to be logged into Google when posting.

LinkedIn, Facebook, Twitter, Scoop.it, Nowvia, Evernote, Storify, Paper.li, Reddit, Stumbleupon, Silk.co, Soup.io, App.net, Pearltrees, We heart it, Buffer, Quora, Klout, Google+, Digg, Bizsugar,Disqus, Tumblr, Pinterest, Plurk, Diigo, List.ly, Shareslide, Visual.ly, Bundlr, Soundcloud,  Crunchbase, Sproutr.co, selfgrowth.com, prunderground (for PR and SEO), bitly, Owler, Imgur, LiveJournal.

Content marketing publishing platforms.

Some companies choose to have more than one content marketing platform. Most will use WordPress built into the site and also use a platform like Medium for other articles.

WordPress – Blogger – Medium – Glipho – LinkedIn Pulse – Lifehack – About.me –  Google Groups – Typepad – Svbtle – Buzzfeed.

Social Media Marketing – Powering Sales

The use of social media within digital marketing and inbound marketing has become an important gear in the sales and demand generation engine. The sales and marketing engine needs fuel (supply of traffic or prospects) which the engine turns into visitors and leads where sales converts to customers.

social-media-marketing

The use of social media and lead generation are the gears which powers the engine. The bigger the social media gear size the harder the marketing gear works. And the harder the marketing gear works, the faster and more productive the sales machine will work to generate revenue.

Social media (blog, content marketing, and articles) is the gear that gets the marketing and sales engine working. Social media pulls in the traffic and prospects and converts them to visitors or leads. When driving a car, we push the pedal to the metal in the highest gear to get to a destination faster. The same logic applies to inbound marketing and lead generation. A business needs to work the biggest gear, social media, to ensure a constant supply of visitors, leads and buyers to power the business growth.

Social media also impacts SEO and long tail keywords. So if social media is the gear, then content marketing and blogging platforms like WordPress, Medium, Svbtle, Postach, Ghost, LinkedIn Pulse, Storify, Tumblr, Blogger, Buzzfeed etc. and the traffic they can generate is the fuel that turns the social media gear.

To put the potential impact of social media into perspective, here is some insightful statistics’ on buyer decisions.

  • “57% of the purchase decision is complete before a customer even calls a supplier.”
  • “67% of the buyer’s journey is now done digitally.”

Big business or small business, it is vital to have social media in the marketing plan for lead generation and inbound marketing strategy. Every marketing team has to see social media and inbound marketing tactics as a critical gear in the buyer’s journey.

Social Media Marketing Is Critical for Inbound Lead Generation Success, so is Sales.

The days when demand generation meant only using paid search or media placement and email marketing are over. Today’s buyers are on a different journey where business buyers and consumers are using keyword search and social channels to find content upon which to make informed choices. In fact, they are now in control of the buying process where they are start the demand generation process without any seller being involved.

Social media does not replace selling, good sales or selling practises, as research shows that talking to a sales person still has a strong influence on buyers vendor selection. Social media and inbound lead generation is just a gear (a vital gear) in the lead-to-revenue path that enables marketing to funnel leads to the sales machine, which turn them into customers.

Another reason that social media is a gear which needs to be connected to the sales engine is that while social media and inbound marketing can deliver more leads at a lower cost than outbound marketing or sales, inbound leads take 30 to 40% longer to move through the sales funnel.

The other Digital Marketing Gears

Like any engine, the sales and marketing engine needs more than one gear to power it, gears like social media selling, SEO gear, paid search (SEM) and email marketing gear all play a key role in lead generation and lead nurturing. Successful inbound marketing is about getting the mix right between short term tactics, longer term tactics and tactics that deliver demand now.

The Actions and Actives in getting the Social Media gear moving.

  1. Publish and Attract. This is about pulling in the fuel (traffic, prospects, suspects) into the engine. The greater the reach via multiple blogging platforms for content marketing, research papers, articles, the bigger the awareness a business can generate by posting the content via Facebook, Twitter, LinkedIn, StumbleUpon, Pinterest, SlideShare, Google+, Reddit and other content marketing sources. But attracting traffic and visitors is only VANITY, leads and customer engagement is SANITY.
  2. Convert. This step is about getting the traffic into visitors who will convert into at least repeat visitors to gather more information or as leads (newsletter signup, free trial, landing page, and request for information form). This convert point means the traffic the social media gear is attracting is the right profile plus they like the content or messaging pushed out. Other good convert points should include the visitors who follow, shared, liked, commented or republished the content. This convert point means a business has taken a step closer to building a relationship and nurturing the lead through the sales process.,
  1. Lead Nurturing. The lead and customer nurturing process fits between the attracting and closing stages. Returning visitors will seek out fresh content or product information, people who signed up for newsletters or email updates need to be influenced. The sales team should now be engaged with social selling to the prospects. This stage is where prospective buyers are sourcing, digesting and reviewing information and content. A recent report by Act-On showed that 85% of Business-to-Business buyers said it takes three or more pieces of relevant content to help make a decision on progressing with a supplier. So, a business can lead nurture by influencing the buyer to take action by feeding them with relevant content on their terms or personalised preference.
  2. Close. This stage is where leads are moved through the pipeline to become customers. Returning visitors will reveal themselves to enter into the sales funnel and existing lead nurturing prospects move down or out of the sales funnel. The key measure here is conversion, what is the lead-to-revenue conversion rate? What is the cost of customer acquisition? Closing is both a sales process and a workflow process so marketing and sales management need to work together to audit the attract, convert, lead nurturing and closing stages to ascertain what is working and what is not.
  3. Pipeline Replenishment. Reduce the cost of marketing by getting customer referrals or customer net promoters. The stage has to do with social media monitoring and sales teams using social selling to stay in touch with customers and expand their network. This stage can include surveys, feedback, and publishing new content and listening to social media chatter

Social media marketing is a process to generate leads via well written content that is published across multiple social channels resulting in lead nurturing activity by marketing and sales where strangers become customers

Digital Marketing Strategy

Any Irish company with growth ambitions needs to have a digital marketing strategy in order to take advantage of the growing opportunities for sales, inbound lead generation, traffic and customers that digital marketing can generate.

The internet is changing the buyer –supplier relationship, today businesses have to know that attention is a currency and social media generates lots of noise so it is becoming increasingly difficult to attract the eyes and ears of the companies target market. Small companies can compete with larger companies but larger companies have well-funded marketing departments, a business is also competing with social media itself for information dispersal and a multitude of social networks are trying to get the attention of the same prospects or traffic.

digital-marketing-plan

So digital marketing has to have a strategy, a well thought out strategy which must support the overall business strategy; in fact a company’s digital marketing strategy may be the engine that powers the sales strategy. Ask the question, “what is our digital marketing strategy based on?” is it customer growth, new product promotion, market penetration or market development? Digital marketing and social media channels continues to expand and influence the buying choices of consumers and business so it is vital that every business learns how to succeed in the online world. In some recent reports published into digital marketing, a lack of effective strategies remains the most significant obstacle to succeeding in digital marketing. In fact, a survey of digital marketing managers showed that over 51 percent of them believed that a lack of connection to business strategy prevented them from achieving the digital marketing goals set out.

A well thought out digital marketing strategy will help a brand or business reach digitally engaged audiences, build deep customer relationships, and create new markets, products, or even redefine the business model.

Planning and executing a digital marketing strategy is essential to out-thinking the competition. In the online world the ability of a business to thrive could well be directly related to how well the business is able to maximise digital media channels. Social networks such as LinkedIn, Facebook, Tumblr or Twitter or keyword searches on Google means it is possible for consumers or potential customers to interact on a truly global scale. Buying channels and behaviours are changing, the sales process and customer acquisition tactics are being redefined which means regardless of the business size or industry, it is critical that a business learns how to tap into the power interacting and engaging customers online.

The number of digital marketing choices can seem confusing, companies can confuse digital marketing tools with digital marketing channels, what is social posting versus SEO, what has content marketing to do with marketing automation? As a result, it can be difficult to determine where to start. Without a clear digital marketing strategy the temptation by a business, particularly small businesses are to try and do it all. Get a video created and post it on YouTube, plug a few promotions on Twitter and Facebook, join lots of groups on LinkedIn, the list can go on and on. Some businesses even use a specific team to handle a social media channel.

The reality is, without the right digital marketing strategy, a business is simply wasting resources and time, even losing ground to competitors. Much the same as any business planning process, the key is to understand the business mission and vision, then get agreement on the overall business strategy roadmap, next develop an understanding of the customer base, what goals the business wants digital marketing efforts to achieve, then selecting a digital marketing strategy that will help you to reach both your target audience and goals. For instance, if the strategy is market penetration or development then the strategy is to reach new customers or if it’s a product development strategy then the strategy is to focus on launching a new product or service.

The point is, without a solid strategy, it is not possible to determine whether the digital marketing tools a business has invested in will actually help meet the goals that have been set.

There is allot of technology hype around tools, social media monitoring, digital marketing courses, SEO submission etc. so thread carefully as the easy option can be to simply jump in on the latest digital marketing buzz word  which may or may not help a business’s digital marketing strategy.

Developing a successful digital marketing strategy is as simple as:

  1. Understand the business mission
  2. What is the overall business strategy
  3. Identifying the target audience.
  4. Developing SMART business goals.
  5. Selecting a strategy for meeting those goals.
  6. Implementing actions and activities for the strategy
  7. Monitor, review and adjust the chosen strategy.

Start out thinking your competitors, develop a digital marketing strategy that can be resourced and has clear ROI. To bring the point home, MarketingProfs reports that 69 percent of senior marketers in large companies expect an increase in digital spend. The time to get digital marketing right is now as digital marketing will impact on a business’s customer acquisition, sales, product development and maybe ultimately business success.

Sales Strategy – Marketing Services – Sales Consultant – Social Selling – Inbound Marketing – Lead Generation

I'm always available to have a chat on your business plans and any challenges in lead generation, social selling, marketing or sales.