The rules are changing
Interactive marketing and ongoing dialogue have displaced transactional based methodologies, commonly employed in the past for marketing your website and marketing in general. Old school sales thrived on a transactional model also; and were a great fit for alpha types and hard core closers. Consultative relationship sales, in the past, would have been considered the approach (or lack of an approach) by order takers or professional conversationalists. Newer interactive marketing is rapidly rendering the short-term mindset extinct, like the dinosaur. Developing relationships via conversation and dialogue, using social media, is fast becoming the new interactive method of marketing websites, businesses and human capital. Blog sites, content management systems and YouTube videos are the new wave of social media marketing.
What does the shift to social media and interactive marketing mean for professionals and small to mid size businesses? It means a lot. In short, these social networks are reshaping the landscape of marketing with a dramatic paradigm shift. For businesses that do not take advantage of social media, contact management systems and interactive marketing will risk being left behind, watching the stream of dust.
How do you embrace Interactive Marketing to maintain a competitive edge?
Marketing your company today is a full time job. New web designs that include content management systems, blogs and video are the key tools you need to maintain to interact with the social network relationships so vital in today’s interactive marketplace.
Interactive Marketing Shorthand List:
- Be Findable. It is imperative for a website’s target audience and prospective customers to be able to find the site. This factor has not changed. Statistically, internet search engines reach 80 – 90% of the consumer market. It is very valuable to the success of an individual or organization to be represented high in the rankings on search engine result pages [SERP].
- Major directories” and niche directories” listings are very important; in order to boost a company”s chances of being found from keyword search queries.
- Web analytics are also important to fine tuning what is working and what needs to be fixed. Looking at entrance and exit pages, how long users were on a page, where they came from and where they went and additional information available by utilizing analytics; will help a website owner boost their funnel metrics and conversion rates. Boosting conversion rates equates to an increased return on investment [ROI].
- Social Networking is another key factor to website success today. Getting a Twitter, Facebook, Digg, LinkedIn, or MySpace account may not add any juice to the inbound links to your website; however, they do provide the basis for interactive marketing efforts. This process includes embracing the opportunity to start blogging and communicating with others. The object is to target your audience and the desired result is to cultivate this network and drive traffic back to your website.
- Blogs, and blogging are becoming a seemingly inherent element of this formula for creating a social media network that becomes the catalyst in building inbound links back to your site. Developing inbound links from other relevant sites are one of the best ways to generate higher rankings on SERPs.
- RSS feeds can be used to in various ways to promote your organization. Creating and using RSS feeds does take time; however, one benefit of using RSS feeds is that it has greater potential than email marketing. RSS feeds are like having opt in lists that a business can use to promote their website, products, services and agenda.
- YouTube videos should be on the list, too. YouTube is probably one of the best investments of time and effort for marketing a business today. YouTube is at the heart of interactive marketing. If you have relevant content videos that you can employ [Yes, that means more time invested] it will also help your SERP rankings. Plus, the age demographic for those watching videos on the internet is now very broad; and not confined to an 18-25 audience. It is reported that watching online videos is not a respecter of any age bracket. People in their 70’s are as apt to watch videos on the internet daily as other age groups. YouTube videos appeal to people of all types; whether visual, auditory or tactile.
This now means you need more to do a lot more than spend money on AdWords or simply create a site with well optimized pages. As valuable as both of those investments can be, you need to diversify and invest in interactive marketing to keep your company competitive … and you need a compelling website to maintain credibility in the marketplace.