When the Digital Marketing Roadmap first caught my eye, which many remarked as quite complete, I was in agreement. However, after some thought, I realized that there is one important factor that’s missing from here… the Digital Strategy behind this.
In Digital Marketing, the channels we utilize are in a constant evolution. Once your web landing page have been properly set up with appropriate campaign pages, it’s truly your Digital Strategy that drives which channel you will take next to either monetize your site, use it for lead generation or thought leadership.
As in all marketing campaigns, budgets are definitely NOT unlimited, so we typically we need to prioritize what we want to do, WHILE simultaneously be able to achieve our business objectives with what we have.
So how do we do that?
First, determine your marketing and business objectives – Are you in an enterprise organization where thought leadership is key? Are you in a retail organization targeting mass-market acquisition, or an ecommerce startup gaining market share for your thousands of line items?
Next, what is your audience behavior? Are they price sensitive researchers searching for a good deal online? Would they buy on impulse or when they are adequately reminded on a pending purchase? Or are they mere influencers for a board decision for a multi-million dollar purchase?
And yet there are audiences are merely researching online, waiting to check out your product or service on your physical presence, before making their final decision.
Strategy Type 1: Enterprise Audience, Thought Leadership Approach
This is atypical of B2B solutions where the target audience is specific to a group of stakeholders. You will need to provide detailed information, case studies, white papers, thought leadership content, product specifications and testimonials to your audiences. Your landing page should show several key differentiators as compared to your competitors to drive interest amongst your audience.
Your objective would be to drive interest to your product, either through a simple enquiry form, or by collecting information from prospects by requiring a form to be filled before they download a white paper, download a demo or watch a video. Short videos are gaining reception especially when they are short, informative and somewhat entertaining to watch.
For enterprise products, it’s essential that the superiority of your product is supported by 3rd party references, which can then be quoted by your sales teams or telesales staff. Thus, working with reputable 3rd party publishers on product and service evaluations published online would be one way of driving interest and organic traffic to your site.
Another way to drive content marketing is to leverage on the expertise of your in-house subject matter experts. Get them to share their experiences and knowledge through scheduled blog posts. Then, using the right traffic driving mechanism to reach the right target audience and key decision makers over channels such as LinkedIn or other business forums.
This is extremely effective if your subject matter expert is highly skilled, whilst being a charismatic leader in his or her field. I adopted this method whilst at IBM, promoting the CMO and CFO through this channel.
Now, with Content Marketing strategies, you may have undoubtedly collected a database of email contacts and phone numbers. Empower your telesales team to call and filter these leads and classify them to Hot, Warm or Cold Leads. For those hot and warm, place them on an eNurturing campaign, consistently reminding them on your products.
Other ways to nurture these leads is to implement Remarketing techniques via Ad Display Network services, to retarget audiences who have downloaded your content, but have not yet had the chance to be contacted by your telesales team.
Next: Strategy 2: Mass Market Audience Marketing