Why – Increase desirable organic traffic to the site
How – Content specific to subjects with deliberately focused key phrases, meta tagging, and rich content
Features and benefits – No direct cost other than time up-front. Long-term impact on organic traffic in many cases. Organic traffic is free once established
Drawbacks – Cannot control the pages selected for destination landing pages by search engines. Could be out SEO’d over time once active SEO ceases on the site. 37% of searchers will not click on the organic links, but only the sponsored links – These are usually people with higher levels of commercial intent
Why – Increase traffic with highest likely commercial intent to visit predesignated “sales landing pages” for the company
How – Paid ads developed on effective ad platforms like Google, LinkedIn, FaceBook, Yelp, etc, with associated sales landing pages connected which offer undistracted call(s) to action
Features and benefits – Rapid results. Quick marketing testing of offers, ad and sales page language, and customer data. Discovery of additional revenue generating keywords. Reaching the 37% of most likely to buy searchers resulting in highest likely rates of conversion to sales/actions. Top of search results with correct data analysis and execution over time. Once, developed, can be turned on and off, at will.
Drawbacks – Some expense up-front. Does not create long-term, cost-free, traffic. Must be closely managed to avoid unnecessary costs for poor quality (low conversion) traffic
Why – Incubation and development of stronger loyalties of existing customers to the brand. Development of trust with prospective customers over time. Opportunity to develop cross-sell and up-sell opportunities. To stay top of mind with past clients and make it easy for them to find company’s sales platform at all times.
How – Usually achieved by use of email marketing. Text is beginning to emerge as a possible medium. Some companies also use snail-mail. Regardless of medium, the goal is to provide information or other things considered valuable by the recipient, for less that expected or no charge, at regular intervals during the relationship between the company and the consumer
Features and benefits – Very cost effective. Extremely high likelihood of generating repeat, referral, and/or residual (subscription/membership) business. Removes the competition from the conversation and stops consumers from shopping prices as often. Creates authority for the company and a perception of relationship in the mind of the customer. When executed well can create a fiercely loyal customer core
Drawbacks – Poorly managed messaging can back fire. Neglect of the channel is likely to have an extremely negative effect on the customer base. Not the most aggressive way to develop “new” customer business
Why – Similar to drip marketing but less invasive. Builds brand loyalty and authority with the customer base
How – Use of a branded platform, blog, or membership site
Features and benefits – Can be extremely cost effective. Built-in third party validation. Highly believable social validation from current customers. High trust with new prospective customers High likelihood of ready, willing, and able, buyer conversion to a sale or subscriber action
Drawbacks – Highly time consuming. Requires a consistent and correctly modulated “voice” from the company. Nowhere to hid from the tough questions. Requires absolute transparency. Channel MUST be active at least daily