Marketer’s Dilemma

I have been following a good number of different bloggers on marketing. One of the challenges I find is that one are that I can’t seem to find really good information published out there is how to really break through the “marketing noise” on the internet. Let’s face it, there is a real problem out there for traditional marketing vehicles:

Changing Landscape of Online Lead Generation

Changing Landscape of Online Lead Generation

So, when I talk to other marketing professionals and a good number of CEOs, I get acknowledgment that there is a problem with SEO, email marketing, telemarketing, direct mail, tradeshows, webinars, etc. but I get a lot of different solutions:

A. Do more of the same

B. Cut budgets and focus on just the “free stuff”

C. Use social media “stuff” like twitter, blogs, and linkedin

D. Hire more sales people who have rolodexes

So, bottom line is that I have been asking a lot of hard questions and not getting a lot of good responses. On the other hand, there are some really good people who do get it that I will acknowledge in the next few posts.

The short answer, if you are wondering, is that the only real way to break through the “noise” is to concentrate your fire and use a multi-channel approach on the outbound that is coordinated, segmented, and integrated with your sales efforts. I will talk more about a multi-channel approach in subsequent posts.

On the in-bound side, you need to make sure that you build an online community that enables you to get your thought leadership and make sure your prospective audience can identify your differentiation. The new buyer paradigm “Google before Engagement” means that the potential buyers are doing research prior to engaging with your sales organization. If you are not found in their organic search results, the odds of hitting their buying window is small. Additionally, the likelyhood of catching their attention with outbound marketing messaging is also limited.

Online communities allow you to:

  • Galvenize your evangelism efforts
  • Coordinate your partner, employees, customers, etc to assist you in evangelizing
  • Provide a thought-leadership showcase for your differentiation and value proposition
  • Enable partners to assist in presenting a holistic solution
  • Provides a more engaging web experience for visitors to your website
  • Provides more behavioral information to identify “buyers” from “browsers”
  • Provides specific calls-to-action and credentialling for your outbound marketing vehicles
  • Provides an incredible amount of user generated content to feed/flood the search engines
  • Provide a centralized place to drive referrals and recommendations

Ok, so “I get it, but…”

There are plenty of objections, challenges, etc that I will review in the next couple of posts to assist you in understanding the role community should play in your new marketing playbook…

Bottom line is that the internet is evolving, the internet is changing marketing, changing sales, changing everything. Marketing’s role and focus within an organization must evolve to be relavent.

If done correctly, you should not only be able to keep pace in a down economy, but grow. You can’t score on defense….

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1 comment so far

  1. Ann Levine on

    Great post – I look forward to more sage advice.


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