Performance Marketing Blog

How do you improve sales? Change your marketing approach.

Posted by Natalie Young

Feb 4, 2014 3:29:00 PM

time to change your marketing strategyIf business has been slow and sales of your company’s product or service have stalled, it’s obviously time make some changes to boost sluggish operations. While you may recognize that an online presence is just as important as other advertising methods, you still may need to kick your old promotion efforts to the curb and start fresh. You can improve sales by changing marketing tactics and utilizing new tools.

1. Keep in mind that your company’s reputation precedes it. This means recognizing that your customers have knowledge about you and your business, while you may be short on information about them. The best way to figure out who your clientele is and what their buying preferences are is to look at your sales cycles and sources. You need to find out how these customers are landing on your site, the search terms they're using, and what types of information they’re seeking before they find you.

2. If you’re not providing value up front, you’re already at a disadvantage compared to your competitors. In the new age of internet marketing, improving sales by changing marketing means offering content. You need to generate interest through blog entries and social media posts that are educational or entertaining. Only through generating content will you earn the attention of your potential customers. From sparking their interest you can eventually turn the prospects into leads, and ultimately convert sales.

3. Don’t rely on networking to bring customers through the door. While relationships and referrals are important to maintaining a strong business, your clientele wants to feel comfortable that you are educated and experienced in their field. Stay on top of market trends, news, events and product releases, and make sure your leads know that you have the latest scoop. Encourage your customers to follow you on social media, and ask that they invite friends to do the same. There are also low cost outlets where you can issue press releases to increase your online visibility and draw traffic.

4. Focus more of your efforts on inbound rather than outbound marketing. The difference lies in the process you concentrate on to draw traffic to your site, and whether you’re earning their attention or buying their interest. An educational blog post on a timely topic or an announcement of an industry related event on social media will lead potential customers to your website. Once there, the chances they linger are much stronger than if they find you by flipping through yellow page ads.

5. While it may have worked with traditional marketing methods, pursuing leads during certain budget cycles doesn’t necessarily translate into more sales with modern advertising. Think outside the box, especially considering the shifts in the economy and buying trends that may fast track your customer’s projects. Never let budget cycles prevent you from presenting innovations and technological advances to customers simply because they don't have the funds to spend on new solutions. If they're really interested, they can usually find a way.

Improving sales by changing marketing methods may seem like a lot of work, but it’s important to consider the alternative and understand the impact on your bottom line. Your business can’t survive without turning a profit, and your advertising campaign depends on attracting potential customers to get a leg up over your competitors.
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Topics: increase sales, marketing, business marketing, effective marketing, business efforts, generating leads, dealing with marketing changes

Marketing Today: Overcoming That Overwhelmed Feeling

Posted by Natalie Young

Dec 12, 2013 4:45:00 AM

Marketing today overcoming that overwhelmed feelingIf you’re tasked with the marketing responsibilities for your business, you just might be feeling a little overwhelmed by trying to keep up. Guess what? You’re not alone!

A recent (2013) survey of 1,000 U.S. marketers by the good folks at Adobe turned up some pretty revealing information. Here are a few tidbits.

  • 76 percent of marketers think marketing has changed more in the past two years than the past 50.
  • 48 percent of digital marketers feel highly proficient in digital marketing.
  • 40 percent think their company’s marketing is effective.
  • 68 percent of marketing professionals feel more pressured to show return on investment for their marketing spending.
  • 82 percent of digital marketers learn on the job (no training).
  • 9 percent of respondents strongly agree with the statement “I know our digital marketing is working.”

Apparently, a lot of people involved in marketing—especially in this digital age—are feeling overwhelmed and uncertain. And despite the fact that two-thirds of them believe that companies today can’t succeed without a functional digital marketing approach, 82 percent of them are concerned that they’re not reaching their customers and 79 percent simply don’t know if their campaigns are working or not.

We’d have to agree with the 76 percent of marketers who think marketing has changed dramatically. But it’s not just the technology that’s changed. The way people do business has changed—and that means the way we reach people with our marketing messages has to change as well. This requires us to rethink our marketing strategies—moving from a traditional “outbound” approach to a new “inbound” approach.

It also means integrating your marketing efforts so that your brand and your messaging are consistent across all of your initiatives.

And sometimes it means getting a little help. You don’t have to be an expert in everything, and it’s OK to bring in some outside expertise for those areas where you’re feeling a bit overwhelmed, whether it’s in the area of Search Engine Optimization (SEO) or generating leads through your website.

If trying to fulfill all of your marketing responsibilities in a constantly changing marketing environment has you feeling a little overwhelmed, the good news is that you’re not alone. And the better news is that there’s help out there. We’d love to partner with you and help you get back on top of your game!

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Topics: marketing, effective marketing, Online marketing, dealing with marketing changes, marketing help

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