Digital Marketing Consultant

Conversions do not always occur immediately following delivery of marketing materials to your target market.  So what can you do to improve the odds of a conversion later?

Follow up is an important step in the marketing process.   Following up using email or the various social media sites can provide you with some important pieces of information.  

Some of the sites offer free tools that can provide you with additional social data.  Remember the more information you have about your target market the more successful your campaign strategies will be when they are built around the needs of your market.

Knowing the behaviors of your target market as they engage with your website can provide a great insight as to the types of marketing campaigns, products, and services that will be most effective and provide the highest conversion rate over time.

The most effective marketing campaign will be flexible, easily accommodating changes that will allow your marketing efforts to stay aligned with your target markets changing behaviors and needs.

Staying in tune with the needs and desires of your market is essential to keeping your marketing campaign in front of your target market.  One of the most effective ways to accomplish this is to provide prompt follow up using email and social media platforms as a communication tool.

Follow up is an important aspect of your overall marketing strategy and should not be overlooked in each phase of the marketing plan. Because it is a full-time job to stay on top of this jungle of on-line marketing, talk to us about how to do it effectively.

Syndication of Content

Syndicate your content and take advantage of social media sites as they enable you to get to your target market on a “many to many” basis as opposed to a static website which offers a “one to many” interaction.

• Blogging – use blogs as a marketing tool by publishing educational and relevant information about your products and services. Don’t sell; become a “thought leader” and develop your online credibility. Blogs will consistently attract new visitors and increase the online visibility of
your company. Blogs enable easy interaction with your readers and provide a quick way to syndicate your content across the web.

• YouTube – create short videos showing how your products can solve problems that your ideal persona is interested in. Upload videos that provide the answers to your most frequently asked questions. Many people add the word “video” to their search term as they prefer to get a visual and audio view of your content.

• LinkedIn – develop your online network of contacts with professionals in your particular industry. Review questions that are posted and provide answers that address these questions without selling directly. LinkedIn provides you with the ability to network with thousands of subscribers that can interact with you or your company.

• Facebook – create a business profile and encourage your clients to become a fan. That way you can attract and communicate to thousands of fans.

• Twitter – allows thousands of followers to be updated on the Internet or mobile phones with the messages that you wish to publish.

• Social Media Bookmarking sites such as StumbleUpon, Digg and Reddit make it easy for your valuable content to be quickly spread throughout the web.

Create and publish good content and you will stimulate good conversation.

If you want to get a decent response to any marketing campaign you are conducting, it is essential that you understand your market. You must know your customers and what they want in order to serve them. One of the key ways to do this in email marketing is to identify the target industries you are messaging to and then tailor your messages to speak to the specific business pains that companies within those industries can relate to.

The email list you purchased should have included information on each prospect’s industry. When reviewing your list of warm and hot leads (pulled from conducting steps 1-3), consider segmenting this list based on industry and then tailoring your telemarketing script to include messaging on the industry’s specific business pains and needs.

This sort of personalization, while subtle, will likely help your message(s) to resonate with your prospects more than a generic message will. Consider industry specific phrases like:

• “We find real estate businesses prefer the following…”

• “Manufacturing companies tend to leverage social media for….”

• “Did you know visitors to travel sites are looking for…”

TIP: Start by focusing on those industries that you are already familiar with. For example: industries you have previously worked in or industries you have other clients in and have experiencing working with.

Woo your target market...don't try to Wow them.

Internet marketing requires grooming your business website for effective attraction marketing.

Grooming your website is all about making your website appealing to your target market, and to the matchmakers.  Attraction marketing does not focus on sales tactics.  When a young man meets the girl of his dreams, he doesn’t usually pop the big question, "Will you marry me?"   He will take her on dates, buy her gifts, take her out to dinner...all a part of making himself attractive to her.  This is best known as courtship.  Attraction marketing is business courtship.  

Attraction marketing starts with listening to your target market and finding out what its problems are and then providing solutions to its problems.  It is about finding out what prospects like, what they need, and then supplying it to them.   Exceptional listening skills are needed when it comes to attraction marketing. 

Some tips to groom your website for attraction marketing includes:

•    Make sure the links on your site work.  Broken links are like broken promises.

•    Make sure your links guide your visitors to where you intend them to be.  Links on your website that misdirect your visitors from what they were expecting to find is the best way to turn off your visitor and loose them forever.   Take the time to check all your links to make sure you are not misdirecting your visitors.
•    Start blogging.  Blogging is an excellent way to get feedback from your target market.  You can then use the information gained in developing a marketing plan with the power of attraction.
•    Use the tools your target market uses, such as Facebook, LinkedIn, MySpace, YouTube, and Twitter.  Using the social media sites that your target market is using gives you the opportunity to meet them on their ground and then you can lead them to your website.  This is attraction marketing in action.
•    Start using articles to provide information to your target market.  The use of articles has the power to establish yourself as the expert for your target market.  As you build your expert reputation, your target market will began to have confidence and trust in you and your business.

Attraction marketing has the potential to build long term relationships with your target market.  As an added benefit you will also receive improved ranking on the search engines.  Google and Yahoo are attracted to sites with relevant information which flows in a natural manner.  They are your matchmakers.

See our wisdom book on How to Succeed in Business Dating.