What is Your Biggest Internet Marketing Challenge?

What is Your Biggest Internet Marketing Challenge?

Every technology business has an Internet marketing strategy of some kind. Some are really simple while others are highly advanced. At one time or another, we all wrestle with one or more of these three fundamental challenges:

1. Driving more traffic to the website
2. Generating more leads for the sales funnel
3. Qualifying better leads for follow-up by the sales team

I created the animated table below to illustrate the most important ways to focus your resources to overcome these very different challenges (hover over images or tap on a mobile device). Have a look and see if you have all of your bases covered.

What Is Your Biggest Internet Marketing Challenge?

More Traffic

More Leads

Better Leads

Search Engine Marketing

Search Engine Marketing

Optimize your website pages to rank at the top of the major search engine result pages using the latest SEO techniques. This will maximize the amount of organic traffic to your site. Remember, the more traffic you generate, the more leads you can potentially convert from them.

Conversion Optimization

Conversion Optimization

How well your site converts visitors into leads is a function of how many content offers and landing pages you have strategically placed on your website. Offers have to provide enough value to motivate a form registration. The average conversion rate is 15-20% per landing page.

Lead Scoring

Lead Scoring

Not all leads are created equal. Top-of-Funnel leads are unfiltered inquiries. Middle-of-Funnel leads are qualified, but not sales-ready. Bottom-of-Funnel leads are actionable opportunities. You must have a process for scoring your leads as they progress through the funnel.

Social Media Marketing

Social Media Marketing

Social media marketing is a great way to increase website traffic. Expand your reach by using the right Twitter hashtags and LinkedIn discussion groups. Post on YouTube, SlideShare and other multimedia publication platforms to spread your message and build your following.

Content Offers

Content Offers

Offer high quality, educational content that helps potential buyers to understand the nature of their challenges and how to solve them without selling your products or services. Valuable content gated by effective landing pages will result in more leads for your sales funnel.

Database Segmentation

Database Segmentation

Over time, your lead database will become an extremely valuable company asset. Ensure it reflects accurate information about the status of your suspects, prospects, opportunities and customers. Then use this segmented database for appropriate marketing programs.

Public Relations

Public Relations

Don’t underestimate the power of online press in getting your message out to a large and targeted audience. Issue press releases, comment or post on industry blog sites and submit authoritative articles to influential publications. It all results in more traffic to your site.

Lead-Gen Campaigns

Lead-Gen Campaigns

Don’t rely on white papers and landing pages to meet your lead generation goals.  Execute multi-channel online marketing campaigns to reach targeted buyers with focused messages that are relevant to their needs. Then assess, optimize and repeat them to maximize return.

Lead Nurturing

Lead Nurturing

What’s the difference between a raw, unfiltered inquiry and a sales-ready opportunity? In the language of inbound marketing, the answer is lead nurturing. Continuously run lead nurturing programs to fully exploit the power of your website as an engine for customer acquisition.

How did you do? Are there some areas where your inbound marketing strategy can be improved? Can you imagine a meaningful business impact after these improvements are made? If you would like some help in any of these areas, Virtual CMO can help with a structured approach to maximizing the performance of your inbound marketing engine. If you would like to discuss the possibilities, just click on the contact button below:

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Dave Zwicker is a technology marketing professional with over 25 years of experience in a variety of leadership roles including vice president of marketing and chief marketing officer. Dave has leveraged this background to create a Marketing Masterplan for use by any B2B technology company and also provides consulting services to implement its best practices.