What is Marketing?
Marketing drives awareness of products and services through various methods. Once aware, people in the target market may be driven to consider the product or service. Next, consideration is nurtured, both in enterprises and in consumers, with methods like remarketing and marketing automation. The end goal is to persuade potential customers to buy.
What do you get from PR?
Public Relations is a core component of marketing. A mix of pitches will result in strategic stories about your company. Here are three examples. Thought leadership that engages your audience regularly with ideas that make you an authority. Announcements that drive traffic to your website. Stories in B2B media that support lead gen activities and directly benefit sales teams.
Are your channels optimized?
Multi-variant testing sounds complicated, but it means testing many ideas to make sure you get the most from your marketing spend. Services like Optimizely let you test variations of what you believe to be the right copy, images and calls to action. A/B testing is how to know what really turns people who are aware of your product or service into buyers.
Why do SEO? SEM? CRM?
The tools of digital marketing are technical, but the principles are simple and analytics tells us what works. Search Engine Optimization is a careful mix of text on your website and links to your site. Search Engine Marketing is Adwords and other tools that can generate profitable results. Marketing Automation and Customer Relationship Management is a flow of emails and a sales process.
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