Nina Hale started the new format of MIMA monthly events with a reminder that our target audience is the same person – not a hypothetical “digital” or “traditional,” but the same person who, on ocasion, might pay attention to different marketing channels.
10 years ago it was possible to “specialize” in a single tactic – SEO or PPC for example. However, now everything needs to “play together” and there are tools that allows measure this complicated interplay.
- Research website and keyword searches to learn what they care about
- Create content to meet that need
- Use paid to get the content in front of them
- Sponsor posts to targeted audiences (their engagement also helps your SEO)
- Programmatic display
- Paid search
- Remarket to drop-offs
- Find look-alike audiences that match your best customers
- Interesting: programmatic display can be good from the perspective of cost per lead (I have not seen that, but it might differ by industry)
Nina recommended Quantcast – a free tool (and I did not know, how embarrassing! 😉
Another tool is Think with Google – the comparison of assists from different industries is quite interesting (and I did not think about using this tool in this capacity before)
Nina suggested to align messages based on targeting options – this is a great slide to think through the process.
Josh Becerra talked about conversion optimization – a topic dear to every marketer’s heart – and suggested a couple of tools:
CallRail – a call tracking tool
LuckyOrange – form tracking and click mapping tool
Josh’s most insightful point (from my perspective) was: “your site is always in beta…” do not consider the site “done” for a set period of time – always try to improve and optimize.
Christina Lefebvre’s part of the presentation dived into the known topic of marketing automation and highlighted a few interesting points.
As the sales process 70% complete before the prospect contacts sales… “marketing now needs to do half of the sales job…” 🙂
An excellent slide showing the “sweet spot” of marketing automation
And a very easy to understand (even for a non-marketer, hopefully) slide with the stages of the sales cycle. Excellent slide taking into the consideration “skipping” stages and “returning” routs.
Christina mentioned again the industry mantra – marketing automation requires knowledgeable people to be useful, and without adequate resources, it will not be used to its full potential. And, unfortunately, it is a state of the modern business 🙂
We, as an industry, can do better! It is a great time to be in marketing – so much improvement is just around the corner 🙂