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Effective marketing and PR strategies need to be designed, from the beginning, to reach prospects and customers at every point along the buyers’ journey. If you miss stages along the way, you’ll know it because conversion rates will suffer.
Read MoreTopics: Campaign Planning, Integrated Marketing & PR, Content Strategy, Video blog posts
One of the most common questions I’m asked is this:
How much website traffic, and how many sales leads, do we need to generate to enable our company to achieve its revenue goals?
That’s a very good question, and it’s one you should be asking, because everything you do as a marketer should be focused toward the end goal of achieving your company’s objectives. And we know that marketers who set goals are 4x as likely report success as those who don’t.
Read MoreTopics: Goal Setting, Service Level Agreements, Sales-Marketing Alignment, Video blog posts
More than 20 years ago, Bill Gates famously stated that “content is king” when it comes to online marketing. He was not wrong. In fact, today content is still king, for all the reasons outlined by Forbes contributor Steve Olenski here. But I want to amend that statement slightly: Qualify, useful content is king.
Because there is a ton of content out there, but not all of it is worth the time it takes to create it, because it doesn’t really offer the reader (aka potential customer) anything of value. But here is one way we have found to ensure that we offer readers/prospects content that contains true value for them: Base content on survey data.
Read MoreTopics: Video blog posts
Successful content or inbound marketing requires working from an established strategy to create comprehensive campaigns that touch on all content distribution channels to reach the most potential sales prospects and engage them in ways that generate qualified leads and closed deals.
Read MoreTopics: Planning, Public Relations, Content, Campaign Planning, Integrated Marketing & PR, Video blog posts
The lines are blurring. Back in the days of Mad Men, or even just 15 or 20 years ago, there was a fairly distinct line between marketing’s advertising efforts and public relations, both in the minds of the public and in the hallways of corporate America.
Read MoreTopics: Sales Funnel, Lead Generation, Social Media, Business Blog, Inbound Marketing, Public Relations, Content, Strategy, Speaking, Video blog posts
Picture this: The marketing department has eggs. PR has a bag of sugar. Over in sales, there is a box of flour. And the support staff has a variety of things: vanilla, nuts, maybe even a carton of frosting.
Read MoreTopics: Collaboration, Public Relations, Strategy, Speaking, Sales-Marketing Alignment, Video blog posts
I enjoy meeting with clients, and educating companies about all things PR and Inbound Marketing. Meet Scott
