Getting a website vs internet marketing

Today there are so many Do-It-Yourself (DIY) tools available, that you can build a basic website in a matter of hours.

Real game = generating leads

The real skill lies in building and promoting a website in such a way that it generates new leads that convert into new business.

Doing so requires a completely different approach and skillset.

Digital marketing – online marketing – internet marketing – same thing – is about getting your business noticed online and by the right audience.

It involves many inter-related tasks:

  • Thinking: creating a content strategy
  • Writing: Content that engages
  • Publishing: Getting published on your own website, or external websites
  • Sharing: Broadcasting the content
  • Analyzing: Reviewing what works and what doesn’t
  • Tracking: the numbers, statistics

Key is: right content, right audience, right time

Keywords: Marketing Automation

Discussed below are some of the terms often used in context of marketing automation:

Inbound Marketing: Marketing strategy that brings buyers to you through a combination of SEO and marketing content such as white papers, webinars, blog posts, videos; and social media. Today, Inbound marketing is more popular (and relatively less expensive) alternative to the outbound, “push-style” traditional marketing.

Call to Action (CTA): In marketing, a CTA is an instruction to the audience designed to provoke an immediate response. It usually uses an imperative verb such as “call now”, “find out more” or “visit a store today”. The key to a powerful call-to-action is to provide consumers with compelling reasons to purchase promptly rather than defer purchase decisions.

A CTA can be a simple non-demanding request like “choose a color” or “watch this video” or a form to fill. CTA would be a request for the consumer to purchase a product or provide personal details and contact information.

Certain types of calls-to-action might provide consumers with strong reasons for purchasing immediately such an offer that is only available for a limited time (e.g. ‘Offer must expire soon’; ‘Limited stocks available’) or a special deal usually accompanied by a time constraint (e.g. ‘Order before midnight to receive a free gift with your order’; ‘Two for the price of one for first 50 callers only’).

Email marketing: an act of sending a commercial email message, typically to a group of people. Email marketing seeks to inform the prospect and build brand awareness. Marketing emails can be sent to a purchased lead list or a current customer database. The response can be tracked and analyzed.

Visitor vs. Lead vs. Opportunity: A visitor is any individual that comes to your site. When the visitor provides some kind of useful information (such as name, email or a need), they become a lead. A lead becomes an opportunity once contact is made and there is a chance to close the deal.

Landing Pages: A landing page is a specific web page that is typically reached through clicking a link or advertisement. A landing page displays content that is specific to the advertisement, search keyword, or link clicked. It may have a white paper, cheatsheet, form, link to webinar, or other content, and usually has a call to action.

Campaign: A specific, defined series of activities used in online marketing of a new or a changed product or service. A campaign is a short term marketing program created to achieve a short term objective.

Lead (or Demand) Generation: Creating interest in your product or service while priming your buyers for later conversations with sales. It could be a result of both an outbound or an inbound marketing campaign.

Lead Management: Lead management involves identifying, tracking, and managing sales leads from the point of lead generation to actual conversion.

Lead Nurturing (or Drip Marketing): Lead nurturing means corresponding with identified prospects (list of lists) at specific intervals. In other words, nurturing the leads that may not be sales-ready at present.

Lead Grading/Scoring: Assigning a numerical value to leads to indicate how ready or interested they are in your product or service. Those with higher values are ready to be assigned to sales.

A/B Test: A test where developer creates two or more different versions of a web page (let’s call them A and B) and split the traffic evenly between each page. The page that gives a better conversion rate, wins. The goal of A/B testing is to identify changes to web pages that increase or maximize an outcome of interest .

Soft Bounce vs. Hard Bounce: A Soft Bounce is an email that is recognized by the recipient’s mail server but is returned to the sender because the recipient’s mailbox is full or the mail server is temporarily unavailable. A Hard Bounce is an email that permanently bounced back to the sender because the address is invalid. A hard bounce might occur because the domain name doesn’t exist or because the recipient is unknown.

Trigger-based Marketing: Actions taken by the marketing automation software (such as sending out an email or a file or adding prospects to a certain list) based on the actions taken by a prospect.

Automation Rules: Automation rules allow you to perform certain marketing and sales actions within your automation system, like sorting leads into different lists, based on criteria that you specify.

IP Address (Internet Protocol Address): A number assigned to each device participating in a computer network that uses the Internet Protocol for communication. Most marketing automation systems recognize the IP addresses of website visitors to potentially identify anonymous visitors.

What is ClickFunnels?

ClickFunnels is a software that lets user design & create sales and landing pages. It lets user manage their entire sales funnel.

User can create seven types of funnels with the help of Clickfunnels:

  • The Optin Lead Capture Funnel
  • The Sales Funnel
  • The Webinar Funnel
  • The AutoWebinar Funnel
  • The Membership Funnel
  • The Launch Funnel
  • The Custom Funnel

ClickFunnels comes with templates of sales pages, landing page, squeeze pages and other marketing pages.

User can choose a template and edit it with the help of element types. One doesn’t need to designers or developers.

Templates are editable which means user has control on things such as background, font size, containers, fields etc.

Be available where customers or prospects are

Marketing has always been about connecting with your audience in the right place and at the right time. Because today, audience spends more time on the internet, your marketing needs to meet them on the internet. There comes digital marketing.

Example:

Amazon is a perfect example that shows us how retail sector has evolved because of more online shopping. While retail store brands are facing stagnant or declining sales, they are increasingly making their inventory available on Amazon. Reason: They do not want to miss out on the huge traffic amount of traffic that Amazon is able to pull.

Conclusion:

If you cannot serve the customers directly from your own traditional channel, be available where customers are present. Be it an online retail store, social media group or website.

Digital marketing is an umbrella term – for all of a brand’s online marketing efforts.

A brand can leverage digital channels – such as search engines, social media, email, blogs, and their websites – to connect with their current and prospective customers, sometimes right where they are.

 

What’s the difference between Content, Inbound and Social Media Marketing?

inbound-marketing

Ever wonder what’s the difference between Content, Inbound and Social Media Marketing?

Let’s see.

Content Marketing – there is content on your website i.e.  regular post, updates, press releases, pages, feeds, announcements, newsletters, bits and bites that are relevant to what you do. They are searchable. When a user or potential client puts something in a search box or a friend, fan, follower or client passes your content along, the content attracts viewers to your site. Basically, this content does your marketing for you.

Inbound Marketing – this is the science (or art?) of attracting and bringing people to your site. Content marketing is at the very center of this approach. When your content is compelling enough, your readers will pass your content – could be pictures, videos, infographics, results or case studies – to others so that their natural efforts bring (not push) people to your site. This is done via the share button/function placed on your website.

Social Media Marketing – this is incorporating the social to promote the content – actions such as share, interact, pass around, vote, thumbs up/down, retweet, like – on your website. Once again at the center of this approach is something that is really worth sharing and talking about.

Companies like to think that having a great design, brand and buttons in place makes them ready for inbound marketing. It may not be enough. They still need something to market… to the right audience.

Readers first, buyers later. They want something interesting, something attractive = solid content. The content does the marketing.

The content must be findable. Findable means the prospect or searcher comes upon it … as opposed to the marketer always pushing it to unsuspecting people.

Get your content marketing efforts right and the rest will go to work for you.

Ask me to speak to your pr/marketing team.  I understand Content, Inbound and Social Media marketing. And I know Search.

I work with you as a consultant.