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, over 20 years ago and as technology continues to transform our lead generation options, marketing will continue to evolve.
If you’ve been searching the net recently you may have come across some new terminology such as inbound marketing and content marketing. I mention those terms myself on my blog. These ‘new’ techniques complement each other but at the same time they seem to have created a school of thought that states practitioners must sit in one camp or the other.
In my humble opinion those who adhere to that view have got it all wrong. The end game is lead generation and inbound marketing, content marketing AND traditional marketing techniques all have a part to play.
If you ask a client “what’s your main objective” you’ll get a mix of answers, for example:
- Lead generation
- More traffic
- 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 this 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, i.e. 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 describe 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 – 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.
If your lead generation activities have stalled and you’d like to find out more about smarter marketing methods to help your business grow, get in touch on 01803 413481.