In his 1996 essay, Bill Gates famously declared, “Content is King,” Decades later, the phrase still rings true. Rich content – such as vendor selection guides, whitepapers and research reports – can help set your business apart from the competition. Not buying it? Take, for example, an e-book Walker Sands developed for Dotcom Distribution, a leading e-commerce logistics and fulfillment provider. In just six months, the e-book generated more than 2,360 pageviews along with 547 downloads, many of which represented new leads for the business.
The secret behind such results is putting the right piece of content in front of the right audience at the right time. That’s where an integrated digital marketing approach can make all the difference. From segmented keyword analysis to optimized landing pages, part 1 of our series highlighted a couple of digital tactics we use to help our clients target audiences at specific points in the sales cycle – and ultimately improve short-term revenue. Here are two additional tactics that can accomplish more of the same.
Have you ever visited a website only to see an ad from that particular brand pop up while browsing the internet later on in the day? That’s the beauty of remarketing. While you may wish to believe otherwise, not everyone who visits your website will convert. And that’s ok. Remarketing is all about reconnecting with mid-funnel prospects that have interacted with your brand at least once before. They know what your business does and how it can help them, so no need for introductions.
Leverage the power of remarketing to bring potential customers back into the fold and push them toward rich content that leads to a quick conversion. Since these prospects are in the middle of the sales cycle, you’ll want to provide information that leads to a purchase decision rather than focusing on pain points that are more relevant during the awareness phase.
Leads are the lifeblood of business. Trying to close sales without them is like trying to catch fish with your bare hands. Sure, you may have success from time to time, but chances are you’ll come up empty more often than not. Wondering how to consistently generate leads? Content development is a good place to start.
From case studies to tip sheets, rich content pieces can provide prospects with the information needed to make a purchase decision later down the line. But just because you’ve churned out content doesn’t mean it’s time to kick up your feet and watch the leads come rolling in. Whether you’re looking to boost business ahead of an important board meeting or quarterly earnings report, integrated digital marketing is key to improving short-term revenue.
With years of experience in digital marketing, Walker Sands knows what it takes to get you leads sooner rather than later. In fact, our clients see an average 70 percent growth in leads in the first 90 days. Here’s a look at a few of the digital tactics we use to get results.
Segmented Keyword Analysis
When it comes to targeting specific audiences, few tactics are more effective than segmented keyword analysis. Not only can it help your business grab the attention of mid-cycle prospects, but it also opens the door for more focused landing pages and media campaigns. To begin reaping these rewards, browse your website’s product pages and service offerings for a few minutes. While you’ll probably notice a few key themes, there may be other areas where you’re missing keywords that are relevant to your audience. That’s where segmented keyword analysis can help.
Tools like Google Keyword Planner are designed to help you identify potential opportunity keywords that can make content more visible to your target audience. Better yet, you’ll get in front of those audiences at the right time in the sales cycle, thereby increasing your chances of a conversion.
In a rather unsuccessful attempt at escaping the bitter Chicago cold, I traveled to Texas for Digital Summit Dallas, a marketing conference focused on content, SEO, UX, strategy, and design. There were tons of great speakers from a wide variety of companies like Google, Cisco and Starcom. I was amazed at how much information they packed into two short days. Here are three quick insights, pulled straight from my 25 pages of type-written notes!
- Marketing is a massive fight for attention and we are rarely given permission. Keynote speaker and bestselling author Seth Gogin [google “Seth” to find his blog] explained how we are constantly vying for the attention of people online. The internet is the first form of mass media not intended for marketers but indefinitely abused by them. We demand a lot of our audience, with very little pay-off for them. Wouldn’t we be more effective if we talked to people who want to be talked to? Permission is letting your audience decide what is valuable to them and what is not. If you have the permission of people who a truly interested in what you’re selling, you can build a real and lasting relationship.
- Leverage your existing content to increase organic search traffic. 71% of B2B researchers start their research with a generic search. Marketers can improve their organic search results by keyword-optimizing content already on their site. Vertical Measures Director of Marketing, Quinn Whissen, advises that you look at pages that are performing poorly and revitalize the content with 1-2 target keywords and a couple of synonyms (semantic keywords). Republishing pages is a great way to get a lot out of your marketing efforts, and timely content does better in search engines. Quinn astutely quoted John F. Kennedy’s “a rising tide lifts all boats” to illustrate the SEO benefit to your website from refreshing its content. Increasing the search value of your pages will go a long way towards generating more traffic and leads site-wide.
- The website should be the focal point of the marketing mix. A common goal of PR, email, social and SEO/PPC campaigns is to drive traffic to the website. If the onsite user experience is horrible, all your marketing efforts are essentially nullified. No amount of traffic is going to capture qualified leads when your users can’t figure out what your services are. Why spend time and money on a PPC campaign that directs users to an overwhelming landing page with outdated messaging? Make your website worth your users’ time. If conversions are low and exit rates are very high site-wide, it might be time to revisit your website strategy and UX.
Overall, the conference focused on improving the experience of users across all marketing channels and provided a good combination of tactical and aspirational insights. Anyone who is involved in marketing would benefit from this conference series; there are multiple U.S. events throughout the year. I am thankful for the opportunity to experience a new city and receive some great takeaways for the new year in digital marketing.
We’re pleased to announce that Clutch, a DC-based research firm, has named Walker Sands Digital among the leading San Francisco Digital Marketing Agencies and the leading San Francisco SEO services firms.
Clutch reviews hundreds of agencies in the digital marketing space and selects those to profile on its web site based on their ability to meet client needs. Their selections are driven not only by companies’ past experience and market presence but, most importantly, by what these companies’ customers have to say about them!
We’re thrilled to be recognized as a Top Chicago Digital Marketing Agency by Clutch, a research firm that identifies leading software and professional services. Walker Sands Digital is also listed among the leading Chicago SEO firms.
Clutch examined the selected companies based on several criteria such as services provided, portfolio items, key clients and industry awards and recognition. Clutch analysts then conducted case study-like interviews with some of our valued clients. The positive feedback we received from them was incredible.