Marketing and survival of the fittest

Don't Get Stuck in the Tarpits

Posted by Corky Roth on July 06, 2012

In this new digital world of marketing and sales there will be survivors and those who succumb. As since the age of the dinosaur, species that are quick to learn and willing to try new things will survive those who are slow and unwilling to adapt.

The velocity of change is fierce. However, it’s not so rapid that we can’t get out of the way. Or, should I say, “get in the way” — of knowledge and experimentation.

First comes knowledge. If you haven’t already, I suggest you develop a personal curriculum to help you organize and understand the basic elements of digital marketing. Start by establishing a clear understanding of how a “sales funnel” methodology works. This infographic from Smart Insights lays it out nicely. There are several ways to reach your destination, but all should lead you to the same place.

I like to break the journey into five sections. Keep in mind you’ll need to dive deeper in each if you want to fully understand how each works with one another.

  1. Develop a successful marketing strategy - A comprehensive marketing strategy combining online with offline tactics is essential to getting the best ROI. Build a strong foundation by combining business goals, brand positioning, customer segmentation, and tactical planning.
  2. Create and manage powerful online platforms - An effective online infrastructure is the foundation for your sales lead generation.
  3. Execute integrated online and offline marketing programs - Coordinating content marketing and traditional marketing programs specifically tailored to your target audience can drastically increase traffic to your site and provide more opportunities to turn visitors into qualified leads.
  4. Convert leads to sales - Marketing automation systems can be used to cost-effectively nurture leads through the sales funnel.
  5. Consistently measure and optimize performance - Tracking performance at every level provides critical data needed to improve upon existing efforts.

I realize we’re all busy. But if you plan to survive during this critical phase of the digital evolution, set aside time to learn, put practical plans in place, and don’t be afraid to try new things. This advice will help steer you clear of the tarpits.

[Image: shvmoz]


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Submitted by Bert Powers on Wed, 07/11/2012 - 7:44am

Sound advice for a new or existing business model. Either ride the digital wave or get left behind, watching from the beach. Good article.

Submitted by Amy Peveto on Wed, 07/11/2012 - 10:07am

Thank you, Bert. We're all for hopping on that wave!

Submitted by Michae on Thu, 12/27/2012 - 11:19am

That is a great article and very timely in our current economy. I agree that social media is a powerful and cost-effective marketing tool that can provide a great pool of potential contacts, prospects, and clients.

I always enjoy your articles and the way you connect the idea to a theme. Excellent writing, by the way.