Oftentimes when I’m asked about inbound strategy, it’s tempting to give a wishy-washy answer like, “It depends on the situation” “It depends on the company” “It depends on the goal.” This kind of deflection helps no one improve, create, and measure their strategies.
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You’re already behind if you’re not paying attention to your competitors’ marketing.
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Research shows that today’s internet users prefer videos over text and pictures. (
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You have your goals. You know your opportunities. You’re ready to leverage your brand’s strengths.
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There are numerous digital marketing techniques spanning just as many platforms -- email, social media, blogging, website optimization, video, and so on. And when you’re thinking about marketing for your business, it can be tempting to want to include as many of those techniques as possible.
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Starting a basic Google Ads account is not difficult in the least bit. With a bit of research and a credit card, you can get account going pretty quickly. However, maintaining an effective Google Ads account can be time consuming. Many small and mid-size businesses lack the resources and skills, so it's often better handled by a PPC (pay-per-click) ad agency.
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Because we have been doing training seminars on Google Ads recently, we get to talk to many businesses about their experiences. We completely understand that most business people won't have an in depth knowledge of Google Ads (formerly AdWords), and we wouldn't expect them to. What I have found in talking to them is the lack of knowledge of what type of service, value, etc. they are getting from their current Google Ads agencies. In fact, some of these businesses are getting straight up taken advantage of.
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Many sellers and marketers aren’t quite sure how to re-engage cold leads, especially when it’s been 6 to 12+ months since they were warm. Do you pick up the phone? Give up and move on? Poke them with a sharp stick to see if they move?
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Google Analytics (GA) is one of the best free digital marketing reporting tools any business can have, hands down. What is Google Analytics used for? Tracking nearly every action on your website, including the B2B lead generation metrics most important to CEOs and sales/marketing heads: How much traffic do we get? How are they finding our website? What actions are they taking once they arrive? Google Analytics will tell you all of that and more. Despite the importance of Google Analytics, many business owners and website managers don't even know whether their site uses it.
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If you are executing digital marketing, congratulations! You are most likely already one step ahead of your competition, and making strides to meaningfully connect with prospects online. But, how do you know if you’re seeing continual success year over year, and improving your metrics?
Without the tools in place to analyze and benchmark your efforts, it is impossible to scale your online marketing and ensure continuous success.
