Today, the reality is that everyone is a publisher and everyone (in some way) is contributing to website content, social media and email marketing. No matter our job title, we all find ourselves rolling up our sleeves and contributing to blogging, posting on social media and collaborating on whitepapers and eBooks. Therefore consistency and style in your online content matters. A web page with inconsistent use of fonts, capitalization and formatting makes people doubt your integrity. If you can’t take the time to consistently present content, how professional is your company?
The most common mistake that people make in home page design is leading with what you do or with an intellectual discussion of how your product or service works. Until you and a prospect share a common perspective about a particular problem they may be dealing with, you really don’t have license to speak with them, much less engage them on the home page of a website. In order for someone to engage with you about why they should take the time to understand your business and potentially buy something from you versus your competitor, you have less than a minute to attract them within their reality (not yours!). And to do this means engaging someone both emotionally and intellectually.
Defining Goals in your online content marketing is a fundamental component of any digital marketing reporting. Setting up Goals allows Google Analytics to provide you with critical information to use in reporting on website conversion as well as website ROI. This information is critical in evaluating the effectiveness of your online content marketing and marketing campaigns.
How long it will take to see a return on digital marketing strategy and activities, specifically from: New lead to opportunity, Opportunity to client acquisition, Client acquisition to new revenue? For many companies the answer will vary, depending on your content and your sales cycles, but here is one way to break it down.