INBOUND ACCELERATOR

Email has long been, and continues to be, one of the marketing channels with the highest ROI, but capitalizing on its potential requires staying in tune with changes in the infrastructure, restrictions and habits of consumers.

Website development has come a long way since my first days building them more than 20 years ago. While it was enough then to create what equated to a digital brochure, today’s websites are often the first, and commonly, only, interaction a prospective customer may have with your business, and they need to include all of the elements necessary to turn that interaction into a sale.

Marketing automation has tremendous potential to streamline what were once manual marketing and sales tasks, tracking leads and data, and bringing multiple content channels together under a single dashboard. I know that marketing leaders often choose an automation solution for one or two primary tasks, but often those are just the tip of the iceberg when it comes to total capabilities under a single umbrella.

With research from Orbit Media showing that top-performing websites have an average lifespan of just 2 years and 7 months, there’s a good chance yours is due for a redo. If it hasn’t been updated since the times BC (before Covid), it’s time.

iPhone or Android? Mac or Microsoft?

Ford or Chevy? Coffee or tea?

Social media or search optimization?

Why does it have to be one or the other?

Did you know that the average lifespan of a successful business website is less than 3 years? Why so short?

What do you want your social media marketing to achieve in 2023?

Your brand’s website is one of its most visible marketing tools, and potentially the most powerful—after all, it is the center of so much of what you do. Videos, blog posts, landing pages, product pages, all are located on that website. It is your front door. When was the last time you looked at it with an impartial eye? When was the last time it changed?

While there are many ways to disseminate your brand’s message and reach potential customers, B2B marketers continue to cite SEO as their most effective tactic. Among respondents to a survey of Search Engine Journal’s Twitter audience, 49 percent said that organic search yields the highest ROI of any digital marketing channel.

Developing full-funnel campaigns can be challenging for small in-house marketing teams without access to individuals dedicated to design, copywriting, marketing technology and automation, web development, video scripting and creation, and more. But those full-funnel “A-Z style” campaigns are a powerful way of building brand awareness and turning that awareness into lead generation and sales.