By Keith Trivitt | Director, Marketing and Communications
It’s no secret that content marketing has exploded into every nook and cranny of online marketing. Everywhere you look, it seems, brands and marketers are clamoring to get their heads wrapped around how to put content marketing to good use.
But we’ve always felt that one important aspect of online marketing has been conspicuously missing from much of the content marketing we see: lead generation.
Think about it: Of all of the content that is now being produced by brands – some of it good, much of it awful – how many pieces of branded content have you seen that have a lead generation component to it? My guess is it’s less than a handful.
Thankfully, that’s starting to change.
According to eMarketer, marketers are beginning to place far greater value on generating leads via their content marketing campaigns. In fact, generating more leads is the No. 1 goal of content marketing, according to IMN’s “2013 Content Marketing Survey Report.
Content Marketing’s Main Goal: Lead Generation
As we wrote in our 2012 report, “Content Marketing Like a Pro,” content that a brand creates that doesn’t generate leads is a waste of time and money. (more…)
Hakan Lindskog | CEO
The rise of mobile seemingly knows no bounds. Billions of dollars are being invested in infrastructure, database development, payment technologies and branding across every conceivable device. Brands often seem to be tripping over themselves to prove they have the coolest and fastest mobile-optimized sites.
And yet a number of leading advertisers complain that all of their mobile spending does not improve their most important marketing metric: sales.
Mobile certainly captures a lot of eyeballs, but its ability to produce a consumer action — leads, sales and downloads — is often lacking.
In an era of fleeting consumer attention, companies need to focus on what really matters in online advertising: customer acquisition. To do so, brands need to begin implementing lead generation into their mobile marketing campaigns. (more…)
By Hakan Lindskog | CEO
In the online advertising ecosystem, mobile has become the star. Developed nations are becoming mobile-first societies. Some people consider their smartphones as vital as the air they breathe. And brands are tripping over themselves to prove they have the coolest mobile-optimized site.
But one thing is conspicuously missing from this scenario: a mobile customer acquisition strategy.
For many companies, mobile marketing often stops at branding. They build a slick mobile site, position their brand in front of a wide swathe of consumers, and call it a day.
Mobile marketing campaigns that don’t produce a consumer action—leads, sales, downloads, etc.—are a pointless endeavor. In an era of fleeting consumer attention, companies need to focus on what really matters in online advertising: customer acquisition.
By Daryl Colwell | VP, Business Development
Every good marketer knows that to generate leads, they need a robust database. And a good call-to-action. And a means of reaching the potential customers in their database in a timely and efficient manner.
While those ingredients alone won’t necessarily improve your lead-generation campaigns, they will set the stage for the one tool that is a must in any online marketer’s arsenal: email.
But how do you ensure your emails stand out from the crowd? In an age when consumers and business prospects receive hundreds of emails — some great, some OK and many just plain awful — the standard prospecting email won’t cut it anymore.
What you need is great email creative. It’s what helps turn an immediate delete into a potential prospect.
When developing your email creative, keep in mind that not all lists are the same. (more…)
Editor’s note: The following is an excerpt of an interview with Jeremy Leonard, SVP of strategy and operations at MediaWhiz, that was published Oct. 9, 2012, in Website Magazine. Read the full interview here.
If you’re looking for an edge (and who isn’t) check out Website Magazine‘s interview of Jeremy Leonard, the SVP of Strategy and Operations at digital media agency MediaWhiz and a real whiz when it comes to conversion optimization.
Numerous well-known names fill the MediaWhiz client roster including Nielsen, Home Depot, Discover and many others – and Leonard’s experience with these brands and their challenges shines through in the interview below, providing Website Magazine readers with compelling insights into high-level lead generation and conversion optimization, some guidance on the debate over form length, and how traffic quality and mobile devices are forcing advertisers to shift their approach quickly.
WM: FOR THOSE IN OUR AUDIENCE THAT AREN’T FAMILIAR WITH MEDIAWHIZ, DISCUSS THE AGENCY’S ROLE IN THE DIGITAL LANDSCAPE.
JL: MediaWhiz is an integrated digital media agency that works with brands to help them more profitably engage, acquire and retain customers. Clients include a broad range of leading advertisers such as Unilever, Nielsen, CarpetONE, The Lasik Vision Center, Home Depot, Discover and First PREMIER Bank.
Historically an online performance marketing agency we have evolved into a digital customer acquisition agency focused on direct response and lead generation. We have practice areas in affiliate marketing, search, creative display advertising, email, data acquisition and social media.
WM: WHY SHOULD AN AGENCY (OR ANYONE) BE CONCERNED WITH CONVERSION OPTIMIZATION WITHIN LEAD GENERATION SPECIFICALLY?
JL: Great question with several compelling answers:
Everyone should be concerned with conversion optimization for a very simple reason: consumer traffic to your website isn’t free. Even if your site traffic is coming from SEO or Facebook “Likes,” you spend time and money to generate that traffic. Marketers should naturally demand a return on that investment. That ROI should be in the form of consumers completing a specific call-to-action. In the world of lead generation, that call-to-action will be in the form of a qualified lead or sale.
Some advertisers may look at lead generation specifically and think, “Well, I’m only paying a publisher for a lead – why would I need to go to the trouble of making a site optimize properly? I don’t pay for anyone who doesn’t convert.” This couldn’t be further from the truth. Performance-based lead generators have hundreds of advertising offers that they can run to their display inventory, drop to their email lists or make SEM bids. The offer represented by your website is no better than if the publisher can’t generate a fair return on its media investment.
Poorly converting sites will result in a high number of clicks but a low number of leads; this instantly tells the publisher that the problem is not with its traffic but with your site. Your offer will be taken out of rotation, and you will be lucky if anyone sends traffic to your site again.
Read the rest of the interview here.