As I reflect on the meaning of Thanksgiving Day, a holiday that is right around the corner for those of us in the U.S., I thought about my "Sales 101" on-the-job learning years ago. I was living in Toulouse, France, in the late ‘80s and was starting to spread my wings in the business world, more by chance than personal drive, to be honest. Our corporate office gave us the mandate to grow, and I volunteered to help.
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When I worked for a large publicly traded company, we had lots of ways we could spend our marketing budget, but no real sense of which activities were responsible for delivering specific sales.
During a recent meeting, a prospective client asked me a simple question:
“Do you have any data on which activities drive lead generation?”
Without knowing it, he wanted to benchmark his company’s marketing activities.
Everyone is interested in something. As a licensed pilot, I have a passion for flying and also like fast cars. Based on my website visits and my purchases, I receive emails related to those hobbies from marketers trying to sell me things or experiences. Those marketers, whether they know it or not, are engaging in Smart Messaging, and you should, too, if you are not already doing so because it can help you obtain a greater return on your investment in marketing activities.
By producing excellent content, you achieve these 4 benefits:
- Educate target audiences about the products and services you offer, and on relevant subjects related to those products or services
- Improve your SEO rankings
- Build backlinks to increase traffic to your website
- Complement your social media strategy
On any given subject, from technological innovation to fashion preferences to sports wagering, the common wisdom is often wrong. In line with this perception is the belief among top and senior management at companies of all sizes that owned media -- the websites, eNewsletters, digital catalogs and social platforms that companies create (often with assistance from a firm such as ours) to promote their products or services -- provides sufficient visibility among target audiences.
So, you've learned all about the metrics that make your marketing count. You've used the marketing calculator to determine the makeup of your funnel that will get you to your sales goal for the year. You have the (sometimes daunting) number of impressions you'll need to get started and to put you on the path for success further down the funnel.
The days are flying by, and time seems to be slipping through your fingers when you’re trying to market your company as a one-member marketing team. While keeping up with the competition is your bread and butter, the idea of introducing more software, technology, and systems to keep up just seems like too much to handle, right? Wrong.
In these times of having so much information at our fingertips (too much in many people’s opinions), it’s easy to create content. It’s more challenging, however, to develop content that people want to read, and which helps you achieve increases in traffic to your website, including clicks, opt-ins, conversions, sales, likes and mentions. It also helps prospects and customers alike get to know you better as an individual and become more likely to become a customer or client.