13


INBOUND MARKETING

营销是否需要扩展我的业务?

Where and when should money be spent in order to grow a business? Should more salespeople be added to the team? Should new technology be implemented so that additional work can be handled? The answer is often controversial with a mixed response from stakeholders. For this reason, it is common to wonder, “Do I need to use marketing services to grow my business?”

“Today, digital marketing is an art form- a science of sorts. Marketers use their time to creatively devise inbound marketing strategies, analyzing results, using complex technologies to automate and personalize experiences and techniques.” 


For years, I have had a countless number of people tell me that it is the face-to-face relationship that really counts– that it is the salesperson who does the work to cultivate and close the deal– that “advertising” is a waste of money.

I once had a CFO look at me and one other potential hire straight in the face and rank the internal departments by what he thought to be its level of value to the company. He put “marketing” last. I was dumbfounded that someone in his position would ever say something like that to a marketer (talk about taking the wind out of someone’s sail). But, as the head of finance, he did not like “marketing” for a few reasons: One, marketing requires a budget for intelligent people, technology, and sometimes advertising; Two, because he did not understand that today’s marketing team does a lot more than just buy stuff. Today, digital marketing is an art form- a science of sorts. Marketers use their time to creatively devise inbound marketing strategies, analyzing results, using complex technologies to automate and personalize experiences and techniques. 

什么是入境营销?

入站营销 是“通过产品和服务吸引客户的技术 内容营销社交媒体市场营销搜索引擎优化 和 品牌“基本上,入站营销是组织用来吸引新业务的策略,而不是冷呼叫或访问地点(”出站“)以获得新的线索并产生重复业务。大多数入站营销都是免费的,除了使其工作所需的自动化技术加上任何员工开销。

为什么营销人员需要营销自动化软件?

想象一下,您只能聘请一名员工来推广品牌,产品或服务。 Sharpspring定义 营销自动化 如,

“......软件平台可帮助企业实现营销和销售参与流程的自动化,从而产生更多潜在客户,将更多潜在客户转化为销售,并优化投资回报率。营销自动化允许营销人员自动执行重复性任务,例如发送电子邮件,维护社交媒体,跟踪网站交互以及管理各种其他任务。营销自动化集中了构成营销人员在组织中的角色的所有特性和功能......“

虽然自动化是“自动的”,但需要智能的技术营销人员的时间和技术知识才能很好地管理它。

维基指出了这样一个事实 营销自动化, “Marketing …employees benefit by specifying criteria and outcomes for tasks and processes which are then interpreted, stored and executed by software, …increas[ing] efficiency and reduc[ing] human error.” So, not only does marketing automation automate tasks through a set of rule criteria, get work done more quickly, and require less time to manage campaigns, but it also reduces human error and stores the history and results of those actions for the improvement of work.

免费营销

Thinking that “advertising” spend has anything to do with the value a marketing team brings to an organization is utter blindness. A good writer will have an audience that wants to come back and read more; A good marketer will put the writer on the map– and the better they are at this, the less a company will need to pay for advertising to grow their audience. A company needs both areas of expertise in the same way it may need a software engineer to write a program, a mechanical engineer to develop the machine, and possibly a third party to make sure they are working together without bias for the overarching strategy of the global organization. For an inbound marketer, paid placements

are only one of many channels that may require any spend. In fact, most of a well-rounded marketing team’s responsibility is in setting up programming rules, writing code, and using (a lot of) technology to be able to send free messages via email, creating sales templates, posting blogs, planning and implementing organic (free) marketing strategy (which is an ongoing process) so that the company will not need to spend as much for additional staff, to rank for keywords, and attract attention, online. Here is a funny video for you to watch this:

有机战略

网站内容一旦发布就会存在,但并不总是很好;随着时间的推移,有条不紊的研究,规划和数字战略需要成功。搜索机器人运行公式(算法)以确定网站与具有竞争关键字的网页的列表相比应该站在何处,但即使是经过深思熟虑的页面,这也不会在一夜之间发生。 INC的Jayson Demyers说它需要“1-2 years before [seeing] results from organic strategy.” Each web page and blog post should rank for differing keywords and content should remain fresh. These are just two of hundreds of other ranking factors in a ranking algorithm. When done right, intelligent, optimized, and consistently published content will influence how well a website and it’s individual pages will rank over time. And when a brand needs immediate exposure, paid online advertising is critical to compete with well-established sites that are already ranking for similar keywords.

Delivering intelligent digital content is a requirement in today’s B2B marketing world. Published digital content is continuously crawled by search bots to update a page’s rank.  A search bots main duty is to determine where a brand’s website and the individual page(s) should appear in search results– first on the first results page, fifteenth, or even a hundred pages back.  When done right, posted news, blogs, and other content will appear on the first page. Therefore, smart marketing is essential to growing a business in today’s world. Lastly, a marketing team is capable of driving incredible value, but not without great leadership.

zh_CN简体中文
en_USEnglish en_GBEnglish (UK) es_MXEspañol de México es_ESEspañol fr_FRFrançais de_DEDeutsch it_ITItaliano zh_CN简体中文