Beyond the Landing Page: Delivering Targeted Messages to your Prospects Throughout Your Website
B2B marketing professionals know that a marketing automation campaign is most effective when it integrates ‘Off-Site’ channels (SEO, SEM, Email) with ‘On-Site’ marketing (landing pages, blogs, ecommerce) with the ultimate goal of personally engaging your customer from the first touch point through the targeted conversion event.
Recently, Dayna Rothman of Marketo discussed the limitations of email marketing due to the inability to keep leads engaged through one channel of communication.
“You have this huge database of leads that you are not able to leverage and you feel like you are having trouble keeping them engaged. You send out a couple of email blasts per month, but you have no idea where they are in the buying cycle or if your content is really resonating.”
The key is nurturing your leads and customers depending upon where they are in the buying process – whether they are on your site or off your site in a way that resonates.
The Fundamentals of Off-Site Marketing
Most businesses are better at marketing to customers who are off their site and away from their business than they are at marketing to customers who are on their site and already engaged. Still, to be effective using Off-Site channels, your communication with customers must be as Seth Godin evangelizes “anticipated, personal, and relevant.”
1) Search Engine Optimization and Blog Content — You are pursuing a content strategy where you generate high value content. The Search Engine’s job is to serve it up in response to people’s search in a way that is anticipated and relevant. – href="http://blog.marketo.com/blog/2012/11/beyond-the-landing-page-delivering-targeted-messages-to-your-prospects-throughout-your-website.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+modernb2bmarketing+%28Marketo+B2B+Marketing+and+Sales+Blogs%29&utm_content=Google+Reader">Beyond the Landing Page: Delivering Targeted Messages to your Prospects Throughout Your Website by Dayna Rothman
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