Marketing is in a state of flux but there’s nothing new there. Marketing has been evolving since way before I got involved in it, almost 25 years ago and as technology continues to evolve, so will marketing and that means you need to evolve with it.
Whilst you’ve been searching the net recently you may have come across some new terminology such as inbound marketing and content marketing. These ‘new’ techniques complement each other and working together with other factors help your business to get found online.
The end game is lead generation and inbound marketing, content marketing, search marketing, social media AND traditional marketing techniques all have a part to play, they are all part of a marketers toolkit and shouldn’t be viewed in isolation.
If you ask a client “what are you trying to achieve” you’ll get a mix of answers, for example:
- I want to generate more leads
- I want to increase traffic to my site
- I want to increase brand awareness
But if you continue to question the client on why they want to achieve these particular outcomes it normally always comes back to a requirement to generate more revenue.
Focusing on what the client really wants to achieve and keeping an open mind on the best way to deliver this, allows us to choose from a wide range of marketing techniques like Blogging, SEO, content marketing, social media, paid search, mobile marketing and even outbound tactics, such as media advertising, direct mail and email marketing.
By taking an integrated approach we can get the right mix for the client and we’re not closing the door on any routes to market that may be preferred by the target audience, there’s no point in running a Facebook campaign if your audience aren’t there.
At the end of the day the terminology we use to label ourselves is immaterial, it doesn’t matter if we call ourselves inbound marketers, content marketers, digital marketers, SEO marketers and perhaps client don’t understand the nuances behind these terms anyway. What we need to be doing for our clients is generating good quality leads and improving the conversion ratio – that’s the outcome they want and understand and most of them couldn’t care less how we get there as long as we deliver.
For more detailed information on how to make your campaigns succeed, check out my ebook, 6 stages to inbound marketing success.
If you need some help and support in generating quality leads and you’d like to find out more about smarter marketing methods to help your business grow, get in touch. I look forward to hearing from you. Contact us today on 01803 413481 or email [email protected]