One can say that technology is a living, breathing being because it’s as dynamic as an organic being. Its characteristics ebb and flow is exactly like the way a person changes through the years. Okay, so maybe evolution isn’t as quick-changing as trends in the tech industry. Nonetheless, the reality is clear. The industry is ever-changing and just like leaves on the ground in autumn, are bound to follow the natural direction of the wind.
As with all things related to the digital marketing industry, strategies are bound to change. SEO, for instance, is governed by an algorithm designed to rank websites in search engine results. We, as website owners, often haven’t any clear information on what the criteria are. Yet, we are able to determine the general reasoning of these algorithms, such as onsite metrics and social traffic.
So, how do you ensure that you’re doing is effective? Easy, you simply try each and find out what works best for your brand. While there are a plethora of ways on how one can attract qualified leads, one should never forget to choose strategies that have stood the test of time. A few good examples of these are:
Email Marketing
This is one of the oldest, yet most reliable method of generating B2B leads. And while the core concepts remain the same, advancements in technology have definitely made some parts of the process easier, such as data analysis. The entire process from lead capture to deployment and analysis can all be automated. Also, the ability to collate user data will only get better with the rise of artificial intelligence.
Search Marketing
This encompasses search engine optimization, since most of your leads are going to come from organic search results. Because of the increased emphasis on user experience and content relevance, search marketing could not be a more effective strategy to use today. The value of getting to #1 on Google isn’t even an argument.
Social Marketing
These days, everyone and their mother has a social media account on one platform or another. It would only make sense to make use of this fact to rake in additional revenue. It can be argued that while social media platforms aren’t effective mediums for all lead generation campaigns, their true value lies in how they are able to synergize with your other lead generation strategies. Content marketing, in particular, is lead gen strategy that benefits significantly from social media marketing. This is because social media allows you to gain a loyal audience, and this influence will also sway the effectiveness of your other strategies.
Content Marketing
One can never go wrong with investing in a good content marketing strategy. This strategy includes blogging, infographics, research reports, and even the creation of microsites. Content marketing is the most effective lead generation strategy because there are so many ways to implement it. This means that if a certain type of content doesn’t resonate with your audience, then you can simply change your content to suit their preferences. Analyze your content and adjust accordingly.
Best of luck using these strategies for the remainder of 2018. Work hard, don’t give up, and never hesitate to pivot and adjust your plan to your market’s needs.