Once upon a time, I had a client that invested a major portion of its budget on Pay-Per-Click but about a year ago, the organization decided to invest in Search Engine Optimization (SEO). To that end, I was engaged to develop a series of landing pages to help increase the number of individuals visiting the organization's website. Last week, I caught up with the SEO analyst, who showed me some very interesting statistics on how the landing pages were working.
As all marketers know, it takes time for SEO to kick in — usually about six to nine months. Sure enough, the results this analyst showed me clearly demonstrated that. She chose a specific landing page that I developed that was getting the best results.
The landing page was first published mid-January 2017 and as predicted, it took about six months to show results. Starting in July 2017, you can see the number of daily visitors growing. By September 2017, the page is getting 1,300 views EVERY DAY!
Imagine the page views this organization is getting across all landing pages! Needless to say, the company is very happy with the SEO program and continues to make an investment. The program has brought many new visitors to their website.
Isn't it wonderful when you see content marketing make an impact!
Point of View: A high-level review of a recent blog post or article and M2C's point of view on the topic.
Blog Post: 4 Must-Have Digital Marketing Core Competencies by Vala Afshar, April 27, 2014
Synopsis: Vala wrote an excellent blog post boiling digital marketing compentencies and best practices down to a focus on 4 'things':
M2C Point of View: Excellent synopsis of what digital marketers need to do but I'd like to add / emphasize a few points.
With influence marketing, it is important to include industry 'influencers' in the equation; that means finding ways to reach out to more just just the media and analysts but industry subject matter experts that cover your technology areas. Look for bloggers who may have an interest in your content and invite them to collaborate with you on thought leadership content - invite them as a guest blogger or key speaker at a digital or live company event. The marketplace looks to these individuals for counsel and advice so make it a priority to build appropriate relationships just as you would with the media and industry analysts.
Point 4 above talks to the relationship between sales and marketing. If the leadership between sales and marketing is not aligned, neither will the team members be aligned. In addition to leveraging marketing and sales automation tools to help improve the relationship, also consider using consultants to assist. For example, many organizations call in sales training consultants such as Sandler Training to assist in building out sales teams and scale up sales training. Many times, these organizations are working with the sales team coaching them on how to better drive business, follow-up on leads, drive deals through the pipeline. If your sales team is constantly complaining about the quality of the leads your marketing team is providing, you may want to consider bringing in an organization such as Sandler to asses real-time the quality of the marketing leads and the follow-up techniques your sales team follows. To assure success of such an engagement, make sure your CEO is committed.
Digital marketing is an exciting evolution for us B2B marketers but if you aren't executing basic marketing techniques such as sales / marketing alignment, integrated marketing, targeting / segmentation, etc., your digital marketing plans will fail regardless of your creativity.
Therese (Terry) McGee is President and Executive Consultant at McGee Marketing Consultants. She and her team work with technology companies that sell highly complex products and services to help them discover their critical value, identify their target audience, develop the right message and content for the right channel — all to improve lead generation and sales.