There are only two ways to promote your business: using traditional marketing or digital (inbound) marketing.
Traditional Marketing includes:
- Print media.
- Ads in trade publications or a newspaper.
- Trade shows.
- Cold calling.
Digital (inbound) Marketing
As the infographic above shows, there are only four main channels of digital marketing. There is a world of difference between these digital channels and traditional marketing tactics.
Advantages of digital:
- Everything can be tracked.
- From the data, adjustments to tactics can be made quickly, yielding better ROI.
- 90 to 100% of prospects are using the Internet for their buying decisions.
- Acquiring leads using digital is more affordable.
- No more “one and done.” With traditional marketing, publish an ad and it’s done. With digital, publish a blog and it can have years of life—with hundreds or thousands of impressions over time.
- You can do a lot, like making quick changes to your website or social media.
[Infographic link: B2B Website Study]
1) Traditional Websites Are Dead
With the advent of Growth Driven Design methodology, marketers are beginning to understand it’s not all about you. It’s not about what you think you need in a website or even what the “expert” agency things you need—it’s about your users.
Shocking. The best websites today focus on your users. Through various metrics and tracking processes, analysts can determine which areas of your website are getting the most play, and generating the most conversions.
2) Organic Search
There still is a massive mystique regarding SEO. In actuality, SEO is simple: Publish content for your personas, and optimize it, focusing on good keywords.
Organic search is still by far the most affordable way to get leads. Visitors find your awesome content, and if you have conversion paths on your website, they easily can become qualified leads.
3) Paid Search
Can produce fast wins. They key is using keywords. Using the right keywords for your business is the first step is creating PPC campaigns. But then those campaigns need to be monitored and tweaked, often daily at first.
PPC is great when managed well. Depending on your industry and your competition, PPC can either be a great value or an expense you should watch carefully.
4) Lead Nurturing
Getting leads is one thing. Getting them to buy is yet another. They became leads because something you have interested them. What you do from there on needs to build trust and confidence. They will only buy when they see the greater value you are offering versus your competitors’ offerings.
Still confused? Give us a call. We’re a Hubspot Partner Agency. We’ll connect the dots for you—in 30 minutes or less. The consultation is free.