Your company is more than the products and services you sell. It’s an experience for your customer, who goes through different stages during the buying journey. From the time they first hear about your offering or realize they need a solution, to the purchase and after-sales relationship, they are moving through your sales funnel.
At every stage of the buyer’s journey, it’s important to understand what information they need when and to find ways to provide it.
Driving conversions is all about how your customers’ perceive your business. Including authentic feedback from customers on your landing pages, people who your buyers regard as their peers, is a great way to build trust. Find out how to make the most of customer reviews.
Negative keywords are words and phrases related to your product or service but aren’t relevant, and thus your ads would not show when those negative queries are searched for. Learn How to determine negative keywords for your business.
Do you want to control your advertising budget? Do you need to attract web traffic rapidly? If so, then using Google AdWords is an ideal solution.
But there’s a downside.
Unlike growing traffic organically through search engine optimization, you have to pay for AdWords. Again. And again. And yet again.
That means you need to optimize your ads for the best results and get more for your money.
Marketing these days is full of jargon, which can be confusing for senior executives and others who aren’t fully immersed in it on a daily basis. Understanding the differences between demand generation, lead generation and inbound marketing is paramount for business leaders to make logical decisions about where best to apply marketing dollars. We’ve put together this primer to help you identify primary characteristics and key tactics of these disciplines, so you confidently develop a strategy that includes all three.
B2B buyers are more than halfway through the buying cycle by the time they contact a salesperson. Thus, sales and marketing professionals have ceded most of their control over the early buying stages. Luckily, to borrow a phrase from Bob Dylan, “The times they are a-changin’.” That transformation is courtesy of Big Data, which has spurred the creation of solutions that track B2B buyer intent. They can help you to offer “intent-based” content — the right information at the right time to the right people.
Online users leave digital clues about their intentions wherever they go on the internet. When they visit your website or click on links in emails, that information is 1st party data that belongs to you. If they visit other sites or participate in discussions on social media platforms, it’s 3rd party data. It’s crucial to consider both when you’re trying to determine a user’s intention. Here’s an approach to lead generation with intent data.