Digital marketing, online presence, and brand reputation is everything in marketing today. Traditional online advertisements are either entirely ignored or go completely unseen. According to Statista, over a quarter of United States internet users have some type of ad-blocking software that automatically cancels this marketing tactic from even appearing on a webpage at all. By 2020, that number will grow by over 2%. Ad-blocking software is just one of the many strategies that smart internet users are employing to avoid online advertisements.
As your customers are getting smarter about what they read and how they read it, it’s also becoming harder to justify allocating resources to “spray and pray” marketing tactics. Now is the time to ask how to strategically engage not only with your current customers but also with your prospective customers through every stage of their buyer’s journey. It’s time to create new value with personalized engagements.
To execute an all-encompassing and successful marketing campaign, there are five key components that you should consider. When leveraged properly, these components will ensure your campaign is aligned to the buyer’s journey and will generate the actionable intelligence necessary to generate demand and nurture leads.
The five key components are:
- Integrated Campaigns
- Lead Management
Content: New and Original
It is imperative to create original, unique content that is interesting to read and provokes thought. Traditional messaging focused on your company’s products and services (what you do) versus how you can help your customers reach their goals (what problems you can solve) is not as sticky as it once was. Messaging that highlights how you can help your customers succeed is key to modern day marketing.
Enhance your demand generation content by leveraging your corporate brand and value proposition on all assets you create – emails, landing pages, white papers, eBooks, and more. These visual and verbal touches can go a long way in demand and lead generation through fresh and diversified content. The question isn’t whether or not to engage in content marketing, but how to maximum your effectiveness.
Programs: Curated and Personalized
Want to be known as an industry leader? Strengthen the value of your brand by engaging directly with your prospective and current customers. Achieve this by hosting workshops and webinars, or by sharing social media content focused on thought leadership and cutting-edge technologies.
Integrated Campaigns: Targeted with Variation
Once you have created engaging assets and identified key programs to execute, it is time to establish your omni-channel approach. According to the Aberdeen Group, companies with extremely strong omnichannel customer engagement retain on average 89% of their customers, compared to 33% for companies with weak omnichannel customer engagement.
Prospective customers are no longer interacting with a brand on a single channel. To nurture a prospect throughout the buying process, you must understand how to map their journey and execute targeted outreach accordingly.
According to Mailchimp, segmented email campaigns with targeted language yield over 14% more opens than non-segmented campaigns. So, be sure to reach out in a personalized and informed manner to ensure your messaging reaches your intended audience and achieves the desired outcome.
Analytics: Learn and Adapt
Knowledge is power. The more information you have before, during, and after a campaign, the more quality leads you’ll generate. It’s not just enough to have after-the-fact information once a campaign is completed – in-flight campaign analytics that allow you to course-correct your tactics through an intuitive dashboard are the key to a higher return on investment and repeated campaign success.
Lead Management: Bridge the Gap
You’ve done the hard work to generate those views, clicks, and leads. What comes next is bridging the gap between marketing and sales, and turning your outreach into profit.
A recent study shows that 35-50% of sales go to the vendor that responds first, so it is crucial that you quickly identify and pass your qualified leads over to your sales team. In today’s fast-paced marketing environment, handling leads poorly could be the difference between missing an opportunity and closing that deal.
Don’t let efficiency lapses affect your final numbers. By integrating your marketing campaigns with an automated CRM system that can seamlessly process and route leads, you will decrease the lag time between the handoff and that first point of contact with your sales team, which has been proven to improve lead conversion rates.
Where to Begin?
It can be a daunting task to create a comprehensive marketing plan that’s easy to implement and has a guaranteed success rate but won’t cost you an arm and a leg to execute. VMware has you covered, with Partner Edge packages that address your needs across these five marketing components.
See if Partner Edge packages are a fit for you. Get started here.