Customer attitudes have changed. Gone are the days of cold calling, complimented lunches, and friendly rounds of golf. Due to more choices, more information, and more marketing in general, the average customer is privy to the signs of an agenda-touting salesperson. Most messages hawking product benefits are met with preconceived notions of “looks like spam to me,” and that’s if they’re even looked at to begin with.
Meet my cat Quixote, better known as Quix.
The premises are simple: (1) Cat’s do not come when they’re called and (2) there is something cats just cannot resist about laser pointers.
For the purpose of this post, let’s pretend that your prospects are the “cats,” and chasing down a laser is what you want them to do—buy your product, hire you for a service, or contact you. (Trust me, metaphors are fun!)
Marketing automation platforms (MAP) are great and are gaining popularity with small and medium-sized businesses. (In case you’ve not heard of the technology before, click to read my post about what is marketing automation.) Unfortunately, many of the leading MAP providers understand how useful their tools are and price their solutions accordingly.
Over the last few years, content marketing has become quite a “trendy” strategy for marketing over the Internet, and for good reason. Content marketing is one of the only marketing competencies that does not require a large capital investment to be incredibly successful. However, this is not to say that it’s easy.
Designing websites can be tedious, repetitive, and lackluster. It’s important that web designers maintain effective workflows and lean processes. Often, your coding habits can be supplemented with free (or freemium) tools and resources to help expedite your projects and keep you productive. However, there are literally hundreds of tools to consider.
A writer and graphic designer by education, and a self-titled “digital guru” by training, I currently moonlight with my own freelance business, where I assist small businesses and start-ups with website set-up and supplementary design services.
Digital marketing, Internet marketing, or online marketing are all synonymous umbrella terms for a bundle of marketing techniques that utilize electronic media: search engine optimization (SEO), search engine marketing (SEM), social media networking, and content marketing (to name a few).
The primary goal of digital marketing is to engage customers through engaging, interesting, and high quality content, allowing them to interact with your brand and allowing you to increase customer retention, credibility, and, ultimately, your bottom line.