Focus 24: Importance of a digital marketing infrastructure for your business

Focus 24: Importance Of Having A Digital Marketing Infrastructure For Your Business

Having a strong Digital Marketing Infrastructure is the foundation upon which all successful digital marketing campaigns are built as well as a thriving business. It is the collection of technologies, tools, and processes that businesses use to manage their digital marketing activities.

A well-designed digital marketing infrastructure can help businesses to:

  • Create and deliver personalized content and experiences to their customers across multiple channels.
  • Automate marketing tasks and workflows to save time and resources.
  • Measure and track the results of their marketing campaigns to improve their effectiveness over time.

The Key components of digital marketing infrastructure

  • Website: A business’s website is the foundation of its digital marketing presence. It should be well-designed, user-friendly, and informative.
  • Content management system (CMS): A CMS is a software application that allows businesses to create and manage their website content.
  • Marketing automation platform: A marketing automation platform helps businesses automate their marketing tasks and workflows, such as email marketing, social media marketing, and lead nurturing.
  • Customer relationship management (CRM) system: A CRM system helps businesses to manage their customer relationships and track their interactions with customers.
  • Data analytics platform: A data analytics platform helps businesses collect, analyze, and visualize their marketing data to gain insights into their customers and their marketing performance.

Benefits of a strong digital marketing infrastructure

A strong digital marketing infrastructure can provide businesses with a number of benefits, including:

  • Increased efficiency and productivity: Digital marketing automation can help businesses save time and resources by automating marketing tasks and workflows.
  • Improved customer engagement and satisfaction: A well-designed digital marketing infrastructure can help businesses create and deliver personalized content and experiences to their customers across multiple channels, which can lead to increased customer engagement and satisfaction.
  • Better insights into customer behavior and marketing performance: Data analytics can help businesses gain insights into their customers and their marketing performance, which can be used to improve their marketing strategies and campaigns over time.

How to build a strong digital marketing infrastructure

The first step in building a strong digital marketing infrastructure is to assess your current needs and goals. What are your marketing priorities? What channels do you want to use to reach your customers? What tools and technologies do you need to support your marketing activities?

Once you have a good understanding of your needs, you can start to select the right technologies and tools for your digital marketing infrastructure. It is important to choose technologies and tools that are integrated with each other and that can scale to meet your growing needs.

Finally, you need to put in place the processes and procedures needed to manage your digital marketing infrastructure effectively. This includes developing a content calendar, creating workflows for managing leads and customers, and establishing reporting and analytics procedures.

Conclusion

A strong digital marketing infrastructure is essential for businesses that want to succeed in the digital age. By investing in the right technologies, tools, and processes, businesses can improve their marketing efficiency and productivity, increase customer engagement and satisfaction, and gain better insights into customer behavior and marketing performance.

Here are some additional tips for building and maintaining a strong digital marketing infrastructure:

  • Keep your technologies up to date. Digital marketing technologies are constantly evolving, so it is important to keep your software and applications up to date. This will help you to take advantage of the latest features and functionality, and it will also help to improve the security of your digital marketing infrastructure.
  • Regularly review your digital marketing infrastructure. Your digital marketing needs may change over time, so it is important to regularly review your infrastructure to make sure that it is still meeting your needs. This may involve adding new technologies or tools or removing technologies or tools that are no longer being used.
  • Train your employees on your digital marketing infrastructure. It is important to train your employees on how to use your digital marketing technologies and tools effectively. This will help to ensure that your marketing campaigns are executed efficiently and effectively.

By following these tips, you can build and maintain a strong digital marketing infrastructure that will help you achieve your marketing goals. To receive a FREE Digital Marketing Infrastructure Checklist click here and one will be emailed to you.

Be sure and check back next week as I will share how to make sure You Have An Ideal Buyer Profile For Each Of Your Products and Services. 

Building an effective digital marketing program for your business can be confusing today due to the many available options. Pull out your calendar right now and let’s schedule a time when we can figure out together the ONE BIG THING you should do first to get more prospects aware of your products and services that will convert them to customers as well as start an effective marketing plan to get your brand IN Demand! Sign up for a FREE 30-Minute Discovery Call to audit your current marketing plan for better results.

Oh!  When we do talk, you will get our “No Pitching” guarantee. No pitching means we will not try and sell you in any way. If you want MORE after 30 minutes you will have to ask for it!  We think that sounds fair, don’t you? Well, after all, that is what we are known for.

FOCUS 24 Series Discussion Topics

Super Charge Your Conversion Machine

FOCUS 24 Series: Super Charge You Conversion Machine

From now until the end of 2024 we are going to be posting a weekly blog post to get your business marketing and sales ready to kick some but in 2024. So stay tuned for more. Also, look at the end of this post so you can see what is coming in the weeks ahead plus links to what you may have missed already.

You may not believe this but your website is the most important tool that you have in your arsenal. Many think that you can set it and forget it once it is live. Truthfully nothing could be further from the truth.  Many see little or no results that impact their bottom line year after year. Well, your website needs to get ready to become a supercharged conversion machine!!

So here are some things for you to take a close look at when evaluating your website to give you an advantage over the daily hand-to-hand combat to find and convert new customers. Here are some of the strategies and tips to help you optimize your site for better-qualified customer conversions:

  • Understand Your Audience: This is fundamental; however, you would be surprised at how many marketing teams don’t survey their sales team to really understand your customers. Talk to your sales reps regularly. They are on the front lines and can give you a good insight into what motivates potential customers to buy from you. Simultaneously, you need to conduct market research regularly to understand your target audience’s needs, preferences, and pain points. The combination of these insights will help you create buyer personas to tailor your content better and offers to their specific needs. Don’t rely on your feelings that you are confident about who your customers are because due to the current economy and the state of business today that is changing regularly. I assure you your competition is not asking or listening to their customers.
  • Clear Call to Action (CTA): CTAs guide visitors on what actions to take next. Without clear CTAs, users might leave your website without interacting with your content or taking desired actions, such as making a purchase, signing up for a newsletter, or contacting you. Most importantly prospects need to know how to do business with you.  You need to lead prospects through your clear simple buying process. Placing prominent and compelling CTAs throughout your website, such as “Request a Quote,” “Sign Up,” or “Get Started.” Make sure CTAs stand out visually, with contrasting colors and clear, concise copy.
  • Lead Capture Forms: These forms are a primary means of collecting information from website visitors who have expressed interest in your products, services, or content. These forms allow you to capture potential customers’ contact details, such as their name, email address, phone number, and more. Keep forms concise and request only essential information to get them qualified based on your goals to reduce friction.
  • Landing Pages: Create dedicated landing pages for specific campaigns and special offers. Landing pages are designed with a specific conversion goal in mind, such as encouraging visitors to sign up for a newsletter, download a checklist, request a quote, book a dior make a purchase. Their singular focus on a particular action reduces distractions and increases the likelihood of conversions. When a prospect requests something from you they have crossed over wanting to know how you are going to help them solve their problem. Does the information you provide Optimize landing pages for conversions by maintaining a clear focus and removing distractions?
  • SEO (Search Engine Optimization): SEO helps your website be found on the internet across various topics and related to your location. You need to optimize your website for search engines to improve visibility in search results related to your company. Focus on keyword research, on-page SEO, and backlink building.  When was the last time you had an in-depth website audit to see just how you are ranking for the things you offer? It is time now to get that done prior to 2024 so you can be optimized for conversions. Find out how!
  • Mobile Optimization: Over 54% of your internet traffic now comes from mobile devices, such as smartphones and tablets. If visitors encounter a non-optimized website on their mobile device, they are more likely to leave immediately (with a high bounce rate). Ensure your website is responsive and mobile-friendly to ensure a great mobile experience.
  • Page Load Speed: How fast your website loads on any device is critical to not only ranking in the search engines but also when your website is optimized for rapid load times it reduces bounce rates and improves the user experience. Compress images, use browser caching, and choose a reliable hosting provider to ensure your site is loading fast.
  • Validation: Display customer reviews, testimonials, and case studies to build trust in what you can do for your customers. Showcase any industry awards, certifications, or partnerships to establish credibility. Prospects want to see that someone else, other than you, validates your offerings.
  • Email Marketing Integration: Integration with an email marketing platform such as Hubspot or Zoho Campaigns enables you to automate personalized email campaigns. You can set up automated drip campaigns, welcome emails, abandoned cart recovery emails, and more to engage with users at the right time. Implement email capture forms and offer incentives like newsletters, discounts, or free resources. Use automated email marketing campaigns to nurture leads and move them through the sales funnel.
  • A/B Testing: A/B testing helps you identify which variations of a webpage or specific elements (such as headlines, images, buttons, or forms) perform better in conversion rates. By optimizing these elements, you can increase the likelihood of visitors taking desired actions, such as signing up, making a purchase, or filling out a form. Continuously test different elements of your website to identify what converts best needs to .
  • Analytics and Tracking: Make sure you have Google Analytics set up or other analytics tools to monitor visitor behavior and conversion rates on your website. Stop right now and make sure you have it on your website now. Use data insights to make informed decisions and optimize your website further.
  • Social Media Integration: One of the primary goals of social media is to drive traffic to your website. Sharing blog posts, product pages, and other content on social media can attract users who may not have otherwise discovered your website as well as great demand for your products and services. Promote your website and content on social media platforms to drive traffic and engage with your audience. Use social media advertising to target specific demographics and segments. Promote value, ideas, and tips that help prospects and customers grow their business so you can become the SME (Subject Matter Expert) that everyone wants to follow.
  • Live Engagement: Implement chatbots or live chat support to engage with visitors in real-time and answer their questions. Chatbots can provide round-the-clock customer support, ensuring that users can get assistance or information whenever they need it, even outside of regular business hours. Live chat and chatbots can assist users in making purchasing decisions, answering questions, and addressing concerns, ultimately leading to higher conversion rates.
  • Exit-Intent Popups: Use exit-intent popups to offer last-minute incentives or capture contact information before visitors leave your site.
  • User Experience (UX) and Design: You know the saying: a first impression is a lasting impression. Your website is often the first interaction a user has with your brand. A positive UX creates a favorable first impression, which can lead to increased trust, credibility, and engagement. Ensure a user-friendly design with easy navigation and a visually appealing layout. Minimize distractions and make it easy for visitors to find what they’re looking for.

Remember that lead generation is an ongoing process that needs to be updated regularly. What works for one website might not work the same way for another. Continuously monitor your website’s performance, test new strategies, and adapt to changing market conditions to optimize your lead generation efforts effectively.

Building an effective digital marketing program for your business can be confusing today due to the many available options. Pull out your calendar right now and let’s schedule a time when we can figure out together the ONE BIG THING you should do first to get more prospects aware of your products and services that will convert them to customers as well as start an effective marketing plan to get your brand IN Demand! Sign up for a FREE 30-Minute Discovery Call to audit your current marketing plan for better results.

Oh!  When we do talk, you will get our “No Pitching” guarantee. No pitching means we will not try and sell you in any way. If you want MORE after 30 minutes you will have to ask for it!  We think that sounds fair, don’t you? Well, after all, that is what we are known for.

FOCUS 24 Series Discussion Topics

Your Focus For 2024: Demand Gen Strategies

Your Focus For 2024: Demand Gen Strategies

by Mark Treager Business Content Marketing Marketing Our Blog Your Business

Hey there! I wanted to share something important with you. While everyone tends to focus on lead generation, the real star of the show is actually demand generation. Without it, your lead generation efforts won’t stand a chance. Let me break it down for you.

Begin With Understanding the 95-5 Rule

The 95-5 rule is a very important concept for your marketing team to grasp and understand. The 95-5 rule is simple. It is that most of your prospective buyers are “out-of-market” at any given time. There is really only 5% of your total targeted market that will enter a buying cycle at any one time, and the other 95% of your total available market is not “in-market,” meaning they are not in the buying cycle at any given time.

For example, if your target market consists of 1,000 companies, only 50 will be looking for a solution at a given time. You will always be up against all your competitors for those 50 potential deals all the time.

The remaining 95%, or in the example above, 950 companies, are considered out-of-market or are actually nothing more than future prospects.

But the key point here is that it’s already too late for your company if buyers don’t know you when they come in-market to buy products or services like yours. To grow a brand, you need to market to those people who aren’t in-market now so that when they enter the market, your brand is top-of-mind and already on the shortlist.

What’s The Difference Between Lead Gen and Demand Gen

The primary difference between demand generation and lead generation is that demand gen is focused on increasing your brand awareness targeted towards the 95% that are currently not looking for a solution, while lead gen focuses on capturing prospects who are actively entering or already in the buying cycle as they are looking for the right company to solve their problem.

That means your lead generation programs are really only meaningful to 5% of your total available market/niche that you have identified! So, if you are solely focused on lead gen, you are missing 95% of your market you want to become a customer.

Most marketers believe B2B brands grow by immediately moving buyers down the sales funnel. In fact, over 90+% of marketers believe that if they run “in-market” lead generation campaigns, they can expect results in just a few weeks. The reality is this is not the case. Just because someone is consuming your content doesn’t mean they are in-market at the time they are consuming it. The reality is that buyers decide to go “in-market,” not your marketing. After all, marketing is nothing more than an entry point offer or conversation that ultimately leads your prospect to initiate an ideal sales conversation with your brand!

This is where your content marketing and social media play an integral role in getting your potential new customers’ attention to the point that they want to follow you!

Transition your Mindset from Lead Gen to Demand Gen

If you look at the Key Performance Indicators (KPIs) you are tracking I am willing to bet they are based on lead-generation tactics, so it may be a challenge to change the internal mindset to demand generation.

Shifting your focus from lead generation to demand generation has to be a strategic move that will benefit your company in many ways long term. While both approaches are essential for business growth, demand generation focuses on creating awareness, interest, and desire for your product or service across a broader audience reach, while lead generation specifically targets individuals or companies who have expressed interest in your offerings. Here are some reasons why you should consider this shift for your continued business growth:

  • Building Long-Term Relationships: Over time, demand generation focuses on building and nurturing relationships with your ideal potential customers and others in your ecosystem, such as media and analysts. By creating brand awareness and providing valuable content and experiences, you can engage with prospects before they are ready to make a purchase. This approach fosters trust and loyalty, leading to more significant sales in the long run.
  • Reach A Wider Audience: Demand generation strategies aim to reach a broader audience, not just those actively seeking your product or service. This can help you tap into new markets and customer segments, expanding your business’s potential customer base.
  • Reduce Your Dependence On Inbound Leads: Relying solely on inbound leads can be limiting, depending on the number of people actively searching for your offerings at any given time. Demand generation allows you to proactively create interest in your products or services, reducing your dependence on inbound leads and making your marketing efforts more predictable, and has the effect of producing better results.
  • Focus On Building Your Brand: Demand generation campaigns often involve content marketing, social media engagement, public relations, and other brand-building activities to bring your brand to the light of day. These efforts can enhance your brand’s reputation and authority in your industry, making it easier to attract and convert leads in the future. The goal is to become a subject matter expert that people follow and seek your advice.
  • Be Able To Pivot To Changing Buyer Behavior: Buyer behavior constantly evolves, and consumers today are more informed and empowered than ever from the information they can get from the Internet instantly! Demand generation strategies align with these changes by providing valuable content and experiences that educate and engage potential customers throughout their journey of finding the best solution for their problem rather than just at the point of purchase.
  • Grow Your ROI: While lead generation can yield immediate results, demand generation can provide a better return on investment (ROI) over the long term. By nurturing relationships and focusing on every step of the customer journey to becoming a customer, you can increase the lifetime value of customers and generate more revenue in the long term.
  • Upgrade To Modern Marketing Techniques: Demand generation is easy to integrate with modern marketing techniques like inbound marketing, content marketing, and social media engagement. These approaches have become increasingly effective as buying behavior has shifted toward online research and social interactions.
  • Your Competitive Advantage: Many of your competitors are still primarily focused on lead generation. By shifting to demand generation, you can differentiate yourself in the market, and gain a competitive advantage by building a strong brand presence to engage customers at every step in their journey to become your customer.
  • Analytics Insight Is Key: Demand generation often relies on data analytics to understand customer behavior and preferences to make decisions about your marketing strategies and plans. This data-driven approach allows you to refine your strategies continuously and make informed decisions based on real-time insights so you never have to live on hopium (hoping something will happen).

Don’t underestimate lead generation as being undoubtedly valuable, but making the shift towards a demand generation strategy can offer a more comprehensive and sustainable marketing approach for your business. By focusing on creating awareness, building relationships, and engaging with a wider audience, you will position your business for long-term success and effectively adapt to the ever-changing landscape of B2B consumer behavior and technology in 2024 and beyond.

Need help on creating an effective demand-generation strategy for your business? Begin by scheduling a FREE 30-Minute Discovery Call to start a conversation about your business. Oh!  When we do talk, you will get our “No Pitching”  guarantee. No pitching means we will not try and sell you in any way. If you want MORE after 30-minutes you will have to ask for it!  We think that sounds fair, don’t you? Well, after all, that is what we are known for.

Why Content Marketing And How To Do It With A Strategy

Why Content Marketing And How To Do It With A Strategy

by Mark Treager Content Marketing Marketing Our Blog Your Business

So why in the world do I need to do content marketing? How do I do content marketing are the two questions we are asked the most. Content marketing is the missing link in your marketing puzzle.

Studio1Design shares its content marketing tips in this infographic from why you need it to building strategy to make it effective.

Here are some of the benefits they cover:

  • Keeps the reader’s attention
  • Improves brand loyalty
  • Generates leads
  • Increases direct sales
  • And more…

Why You Need Content Marketing How to Implement Your Strategy 1

A Beginners Guide to a Successful Inbound Marketing Strategy

A Beginners Guide to a Successful Inbound Marketing Strategy

by Mark Treager Business Content Marketing Marketing Our Blog SEO Social Media Video Marketing Your Business

What does inbound marketing mean?

Ok! I will admit that the term “Inbound Marketing” was a bit confusing for me when it first came out many years ago but I realized it was one of those fancy jargony words marketers like to use to confuse people into thinking that need to use them because they know how to say the big words. Wait! I am one of those marketers but I like to keep things simple! So in my humble marketing opinion, I see “Inbound Marketing” as marketing a product or service from your point of view to show how you solve a problem that prompts a sales conversation with a new prospect. Remember customers don’t always buy the best product to solve their problem, they a product they can understand the FASTEST!

Inbound marketing is more effective when tied to a marketing strategy that focuses on attracting customers through valuable content and experiences. Unlike traditional outbound marketing, which involves interrupting potential customers with advertisements, inbound marketing aims to create a connection with the audience by providing them with relevant and useful information.

The key principle of inbound marketing is to provide value to the audience in what you say rather than simply promoting products or services. By offering valuable content, businesses can establish themselves as industry experts and build trust with their target audience. This, in turn, leads to increased brand awareness and customer loyalty.

Connect customers to your brand through various communication channels with content creation, social media engagement, and SEO and SEM practices. You’ll engage with customers through various communication channels and make a lasting impression using:

  • Blogs
  • Emails
  • Videos
  • Social Media Posts
  • Search Engine Results

Inbound Methodology

At every stage of the buyer’s journey, you can add immense value by providing useful content that viewers will find truly valuable.

By conducting extensive research and creating relevant buyer personas, inbound marketing allows you to better gain a deeper understanding of your consumers and reach them with a more personalized approach in your lead generation strategy. This means that inbound prospects are far more valuable than outbound ones, they are more likely to respond and engage positively with the content you create.

Outbound marketing pushes products and services, while inbound attracts and maintains attention with interesting content. Outbound talks at consumers, while inbound creates a compelling conversation with target audiences. Plus:

  • Content marketing costs 62 percent less than outbound marketing.
  • 59 percent of marketers believe inbound marketing generates higher quality leads (it actually does).

The Strategy

Before you can create the content to drive leads, you need to determine what to say along with how, when, and where to say it. Your content marketing strategy starts the process, bolstered by services such as:

  • Consulting
  • Data From SEO/SEM, UX, Analytics, and Audit Tools
  • Detailed Buyer Persona Mapping
  • Brand Messaging
  • Conversion Rate Optimization
  • Extensive Keyword Search
  • Email Marketing
  • Performance Metrics
  • Analytical Reporting

Copywriting

One of the essential elements of a successful inbound marketing strategy is strong copywriting. Copywriting involves creating compelling and persuasive content that engages the audience and encourages them to take action. Whether it’s writing blog posts, creating landing page copy, or crafting social media captions, effective copywriting is crucial to attract and retain the attention of potential customers.

To create a strong copy, it is important to understand the target audience and their needs. Researching their pain points and desires will help in crafting content that resonates with them. Additionally, using persuasive language, storytelling techniques, and incorporating relevant keywords can further enhance the impact of the copy.

  • Blogs
  • Email Newsletters
  • White Papers
  • eBooks
  • Case Studies
  • Customer Testimonials
  • Product or Service Guides
  • Landing Pages
  • Banners Ads
  • Lead Generation Emails

Graphic Design

Stock imagery and intimidating chunks of copy just won’t do. Inbound marketing calls for engaging viewers with professional, easy-on-the-eyes content. Graphic design services can elevate your story to a visual level, with content such as:

  • Custom Illustrations
  • Branded Infographics
  • UX and Web Design
  • Professionally formatted eBooks, White Papers, and Case Studies
  • Custom CTAs
  • Branded Sales Sheets, One-Pagers, Reports, and Guides
  • Email Templates

In the digital age, visual content plays a significant role in attracting and retaining the attention of online users. Incorporating visually appealing graphics and images in inbound marketing efforts can make content more engaging and memorable.

Graphic design is not limited to just creating eye-catching visuals; it also involves creating a consistent and cohesive brand identity. The use of consistent colors, fonts, and imagery across various marketing channels helps in establishing brand recognition and credibility.

Video

Video has become an increasingly popular medium for inbound marketing. It allows businesses to convey their message in a more dynamic and engaging way, capturing the attention of the audience more effectively than text-based content alone.

Creating high-quality videos that provide valuable information or entertainment can help businesses connect with their target audience on a deeper level. Whether it’s product demonstrations, tutorials, or behind-the-scenes footage, videos can be a powerful tool to showcase a brand’s personality and expertise. some examples include:

  • Product Demos
  • News Updates
  • Interviews and Testimonials
  • Video Blogs
  • On Location Shoots
  • Event Coverage
  • VOX Pops
  • Animation and Motion Graphics
  • Step-By-Step Guides

Social Media

Social media platforms have revolutionized the way businesses connect with their audience. Inbound marketing strategies heavily rely on social media to reach and engage with potential customers.

Social media platforms provide businesses with a direct line of communication with their target audience. By creating and sharing valuable content, participating in discussions, and responding to comments and messages, businesses can build meaningful relationships with their followers.

Moreover, social media platforms offer various targeting options, allowing businesses to reach specific demographics and interests. This targeted approach ensures that the content reaches the right audience, increasing the chances of conversion.

  • Social Consulting
  • Social Media Strategy
  • Channel Management
  • Social Media Advertising
  • Live Posting
  • Snapchat Geofilters
  • Social Media Contest Creation and Management
  • Detailed Performance Reports

In conclusion, a successful inbound marketing strategy involves understanding your target audience, providing valuable content through strong copywriting, incorporating visually appealing graphics and videos, and utilizing social media platforms effectively. By implementing these elements, businesses can attract and engage with their audience, ultimately driving brand awareness, customer loyalty, and business growth.