The Internet poses the perfect opportunity to cast a large net when looking to improve a business’ lead generation. Companies can launch websites, put on webinars and deliver podcasts, dabble in social networking and blast out email campaigns. The Internet provides a company with no shortage of marketing tactics to reach out to prospects or court potential customers.
The nagging question for many businesses is, which marketing approaches will work best for my business?
It wouldn’t be fair to leave the answer to this question at—it depends, but it does.
What about a brick and mortar retail operation, what works best in those venues? Having a professional looking, interesting, lively website is a key component in any retail stores’ success on the web. The goal of any retailer’s website is to attract new customers. Social networking is the second best way to attract new customers once the website is up and running. We’ll need the website to have a place to send our newly found social connections. Newsletters provide the perfect marketing vehicle to stay connected, retain and continue to educate current and potential customers. We’re not talking about sending out sales flyers disguised as newsletters. There’s nothing wrong with sending out sales flyers. Just don’t masquerade them as newsletters.
What if the business is in the manufacturing sector? Would the marketing tactics be the same? No. Usually retail is more of a B2C (business to consumer) business while manufacturing is likely more of a B2B (business to business) situation. When the audience changes the marketing methods need to change as well.
The three best ways for a manufacturing business to reach its potential markets is through a website, email campaigns and blogging. The website acts as home base for information, resources and offers, while the email campaigns work to build an audience, engagement and conversions. The blog build readership, community while acting as an information outpost.
How about a few more business types? Let’s look at non-profits and recreation, sports & leisure.
Non-profit constituents respond best when marketed through websites, video email plus social networking. Again the organization’s website acts as the de facto destination. While the video emails build confidence, trust, motivate and educate the troops. Social networking is the perfect venue for building community and showcasing the organization’s projects and key players.
Recreation, sports & leisure businesses use the same three marketing tactics only with a different spin. The website houses items such as hours of operation, fees and registration, things to do, conditions and closures, activities, resources, photos and multimedia plus loads more. Video email campaigns can be used to put the potential participant right in the middle of the action. These strategic mailings can also educate and excite possible visitors. Social networking is the perfect platform to share one’s adventure in real time. What better advertising can a company have that giving prospects the opportunity to connect with those that have gone before them.
How does a business owner decide which marketing tactics to spend those marketing dollars on? A little research will be in order. Look around to see what the competition is up to. Try searching for marketing statistics to see which methods work best in which situations. There’s loads of information at your fingertips. Just take the time to do some do diligence.
So the marketing tactics differ between business spaces. Does anything else have to be considered—the message? The marketing messaging needs to fit the setting.
Keep in mind, that the messaging that appears on the website is usually more formal while the conversations that take place on a company’s blog are usually more casual and friendly.
The social networking communities are no different. Think of conversing on LinkedIn as having dinner with the boss—button down, formal and polite. Think of the conversations on Facebook more like a BBQ in the backyard. You know everyone. You’re all friends. Any subject can be broached. Twitter is more like attending a block party. You see some familiar faces while there are still others that do not look recognizable. The comments here will be more measured and guarded.
Follow up during any marketing campaign is vital. The website content is static and needs less attention while the blog content is dynamic and needs looking after. The social communities are no different. LinkedIn and Facebook do not require immediate attention while the Twitter universe is moment by moment. Lack of attention here can cause a business to loose opportunities.
Go get ’em!
