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TDO Blog

How to Create a Strong Marketing Mix
to Improve Lead Generation

Dec. 24, 2013

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A steady flow of good leads is the lifeblood of a digital marketing strategy. As long as there are leads being generated, the strategy works. Note, however, that participating in a single social platform for isn’t a strategy. Orchestrating multiple channels—the best-performing ones for your company—is a strategy. It is, in fact, the only strategy that works.

It sounds simple, yes, but at least in theory. In practice, many companies still find it difficult to strategically choose channels for their digital marketing mix. They’re playing roulette with their marketing dollars. They’re “present” virtually everywhere, but they don’t have any idea how valuable each channel is. Don’t be like them. Below are some tactics to consider when planning your digital marketing mix.

Tailor Your Approach

It’s okay to cast a wide net for lead generation but don’t stop here. Be more discriminating and carefully pick best choices. Ask how much will a platform cost and how much will you get in return. Instead of trying out every new channel, digital or traditional, and hoping that something works, customize your strategy according to your business needs. Where do your customers or target audience(s) gather to socialize with and follow brands? Are you sure that you can find good leads here? Can this platform help reach out to existing customers?

In an Altimeter report called “The Social Media Cookbook,” Susan Etlinger highlighted the fact that “social data is new and different.” Different social media, platforms and applications lead to different metrics. The old rules no longer apply. So if you want a customized approach, then you definitely have to consider the unique characteristics of each channel.

Consider Sites as Tools

Facebook, Twitter, LinkedIn, and other social sites are tools. They are not just virtual spaces where friends, family and colleagues gather. They are tools for attracting potential customers, promoting your company message, and consistently engaging with existing clients. Take Zappos, for instance. The e-commerce company run contests for Facebook fans and easily turn them into brand evangelists.

Don’t forget other social platforms. There are other promising avenues that can help you reach out to a wider audience. Be careful not to follow trends though.

Publish Strategically

Signing up for carefully picked platforms is but a start. To generate a consistent stream of good leads, you have to publish strategically depending on your platform and audience. In your business blog, for instance, invest in high quality articles such as well-written long reads and informative reports or white papers. If you run a Tumblr, aim for bite-sized and potentially viral content. Don’t forget to publish visually appealing photos and short yet compelling videos. Twitter is great for 140 characters or less of company announcements, links and brief posts. Repurposing works as a strategy too. Use SlideShare to publish presentations and reports in PDF formats, and broadcast it through other channels.

Automate Your Process

A lot of new tools are aimed at automating the marketing process. They can schedule certain tasks or perform specific actions so that you can focus on the bigger picture. A social media manager, for instance, makes it easier for digital marketers to monitor users and content on each platform. More sophisticated applications are designed to assist you in analyzing social data and lead generation opportunities. Google Analytics, for instance, lets you track sources of traffic and visitors across domain. It shows you which keyword, medium, or source generated a particular lead. In short, it points you to your best performing platforms and can guide you in planning a robust marketing mix.

Download: 5 Critical Keys to Website Lead Generation


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