Leveraging Marketing Technologies
A shift in buyer behavior and technology is driving most marketing tactics today. Chances are you use the internet to research something before buying it. Well, your prospects are searching for you online, too. That requires you have an online presence and actually pull prospects to you. With the mass of technology out there today and limited time, where should you focus your efforts? Developing strategies in the following areas can drive firm leads to compliment individual efforts:
- Website & SEO (search engine optimization) – Your website should be a lead generation tool, and that requires forethought and planning. You need to consider the content it will contain to drive the conversions you want (think sign-up for our newsletter, download this report, contact us, etc.). You need to sit in the seat of your visitors and make sure information they are searching can be easily found. And the site has to be search engine-friendly so you come up in search engine results. All that before you develop a SEO strategy to drive the leads you are looking for. When build on a solid strategy, you will have a site that drives leads into your firm.
- Social media presence – Why is your firm on social media? How are you using LinkedIn? Twitter? And should you be on Pintrest? When should you post? How often? There are many reasons to be involved in social media including client and prospect engagement, lead generation and search engine optimization. Too many firms jump into social media without putting a plan in place detailing what you are doing and why. Make your social media efforts more efficient and effective with a plan.
- Integrated digital campaigns – Let’s say you want to launch a campaign to get more leads for your SALT services. When launching an integrated marketing campaign, you’ll want to start by developing goals then dive into content development all while exploring technology solutions that will help you achieve those goals. Strategies could include website landing pages, blog posts, social media posts, and web and social media advertising. And content should be tied to the various stages of the sales process to guide a cool lead into a warm one.
- Inbound target marketing – You have a wealth of data in your firm’s software… practice management, tax software, CRM, etc. You can pull that data together, segment it and develop targeted marketing strategies. The goal is to drive prospects from the top to the bottom of the sales funnel. This process is made easier with marketing automation software (especially software tied to your CRM) that can automate the sending of relevant messages to prospects within a timeframe that works for them.