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6 Steps to Better End-to-End Marketing

February 25, 2011 - Article

By Heather K. Margolis

For the past several years people have been beating the social media drum. Some companies have gone to extremes, hiring only marketers focused on social media. Others are sticking with traditional media and waiting for social media to just go away. And in the middle is a group of people that has come to understand that social media isn’t something above and beyond what you’re already doing; it’s part of a set of tools that need to work together. 

Meanwhile, your prospects are being inundated from all angles. So how do you get through to them?

1. Nail the Messaging. What is your message to your prospects? Not necessarily about what you sell and why it’s better but how you are going to solve their pain points? Your value proposition to your prospects and clients needs to be about the true value you add. Think less about speeds and feeds and more about allowing their businesses to grow and acting as their trusted adviser throughout the process.

2. Get Found. What’s the first thing you do when looking for a product or service? Search online, right? So how can you ensure that when your customers are looking for your products and services they find you instead of someone else? Search engine optimization (SEO). An SEO strategy is not simply throwing some keywords onto your website. You need to find out the level of difficulty and how often key phrases are searched. Great tools include Google Keyword (free) and hubspot (fee-based, but see 30-day trial on my website).

3. Weed Your List. You know that mailing list you’ve been pounding without any results for the past few years? It is time to weed it out. How do you do that? Send them an offer — not a promotion or reminder of how great you are, but a true offer, such as a free assessment or video or e-book (like a white paper but cooler). Ask them to sign a registration form to get your offer. The registration form shouldn’t ask for their first born child, just first name, last name, e-mail and company. Once they register you can add them to your new list. If they don’t register, you shouldn’t e-mail them anymore unless you enjoy people thinking of you as a spammer. 

Also, be sure to include an unsubscribe link on all e-mails. When someone unsubscribes they are doing you a favor. They are saying, “I’m not your target," and they are making your statistics more accurate. Yes, you now have a smaller prospect list, but they are more likely to buy.  I’ll take quality over quantity any day.

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