In 2014, marketing teams will spend $135 billion on digital marketing collateral, producing a combined volume of 73% more content than in 2013. With so much more content flooding the Internet and your mail box, marketers need to cut through the noise to generate revenue. Follow these three practices to stay on the path to success this year:
1) Define Buyer Personas
Talk with your sales reps and customers to identify exactly who your different target customers are and what they’re looking for. What questions do they ask during the decision making process, for example?
Only by getting a handle on your ideal customer segments’ likes, dislikes and needs can you deliver relevant content at the right time in the right place.
2) Map Your Marketing Funnel
The marketing funnel – the way prospects move from awareness to conversion and beyond – has changed. People don’t move in a straight line from “top of the funnel” to “bottom of the funnel” anymore. They meander, compare prices, read reviews, check out social media, etc.
Research and understand how your customers progress from awareness to conversion. You will come to understand the strengths and shortcomings of your content. From there, you can deploy content resources where the impact will be greatest.
3) Create Strategic Campaigns
With a persona in mind and a lead funnel based on data, you can create tailored campaigns with different content elements to engage customers at the right time.
Include press releases, blog posts, email campaigns and social network updates to bring people to your site, with value-added content and offers to nurture your customers and capture information.
Marketing automation can make this process easier and more scalable. For a free guide, click here.