Build Content Smarter, Not Harder
There's an old adage in the industry that goes "I know that 50 percent of my marketing is working, but I don't know which 50 percent!" Even with the many technological improvements that have come about in the past decade, many marketers still just aren't able to pin down what is and isn't working in their campaigns, leading to invaluable advertising spend flowing down the drain.
In yesterday afternoon's Target Marketing webinar, "Converting Website Visitors to Sales Opportunities," Janelle Johnson and Monica Mayk worked through a lot of critical techniques and experiences about making better connections in the digital world.
Janelle Johnson, director of demand marketing at Beaverton, Ore.-based marketing automation firm Act-On Software says the customer journey has changed dramatically since the advent of the Internet. Previously, the client would come to a salesperson for information; now, customers are increasingly beginning the process with their own research. This puts the ball squarely in marketers' court, and providing the very best content is more crucial than it ever has been.
"Content is king," says Monica Mayk, Marketing Director of Chantilly, Va.-based business research solutions provider Market Communications. She went on to clarify that only properly researched content will lead to quality—not quantity—lead generation. Mayk used the illustration of one of Market Communications clients who was seeing an increase in traffic, but with little push to the main website. Brand exposure just wasn't cutting it—time for a change of pace.
By employing a number of research tools, including email tracking, responsive web design, and new dedicated landing pages and forms, Mayk and her team were able to gather data and refine their legacy content to make lead generation smarter, not more all-encompassing. "Being able to show a CEO what every visitor does or doesn't do on their website is essential," she says.
"Even though it sounds like a large investment of money and time in the front-end, the bigger and more genuine returns will always be justified in the long run." Mayk notes that letting customer metrics inform decisions has proved to be nothing but positive for her clients.
In this day and age, it's simply not acceptable to not know what percentage of your marketing is and isn't working. The tools are all there, not taking advantage of them is irresponsible at best, and reckless with your clients spend at worst. "We need to be able to show that people are getting value out of our brand," says Mayk. And with the optimization tools ready for the taking, it's now easier than ever to maximize value for the client.