Business owners use several marketing strategies to entice customers and increase profits. Some strategies succeed and reinforce sales, whereas other methods exhibit insignificant results. Market and data research is vital in determining the best marketing or advertising strategy. Data-driven market research is perhaps the most important tool for business owners when evaluating the market they are interested in engaging with.
Inbound Marketing Blog
You've finally done it; you finally have all the matching electronics from your beloved tech company. You've imagined this perfect world where your phone shares well with your tablet, laptop, and desktop. You think of the beautiful symmetry involved in seamlessly taking a document from your desktop to your phone while you are on the go and then dream of yourself laughing and smiling because nothing ever goes wrong with your technology.
Years ago, as a sales manager, I was asked to develop a brochure for my company. Aside from the fact that a sales manager should never be assigned to the task of creating an effective marketing piece, there were a number of key problems with the development of this brochure. The process I went through to develop this brochure is critical to the understanding of the problems with trying to ‘fake’ your way through the marketing process.
As I was asked to create this brochure, I went through a number of iterations of what I wanted it to say but just couldn’t come up with anything that made sense. I had a background in graphic design, so this should have been easy. Shoot, I had just come from a job as the Color Systems Specialist for the Western United States for Canon USA… I knew how to do this. But, alas, I couldn’t get it done for the life of me.
On the fourth or fifth iteration I took to the president he finally gave me the content that he wanted in the document. It included a number of philosophies that our company didn’t exhibit and services that we really didn’t offer.
My response was simple, “But we don’t do any of that.”
The most important thing to understand is that SEO is only the beginning of your Company’s overall web marketing strategy. Organic Search Engine Optimization is not ‘one size fits all’, it needs to be tailored to your specific industry and needs. It is important to understand that just because your site is optimized for search engines, it doesn’t mean it will attract visitors. Once visitors can make it to your site, it doesn’t mean you will get conversions (sales or leads).
There has been a significant change to the way Google lists your site in a feature they call “Google Places.” They are business listings that will show up in organic search engine results (see below for an example). There are special SEO tactics that need to be employed to make sure that not only does your site show up in Google organic rankings, but also Google Places.
Traditional marking strategies will get your B2B marketing only so far. Today’s business has to think outside of the box to grab the attention of not only the business but also the decision makers. B2B digital marketing has a tendency to feel boring and mundane, but that does not always have to be the case.