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Marketing Materials – The First Rung on the Sales Ladder

Marketing Materials – The First Rung on the Sales Ladder

There can be a lot of motives when it comes to marketing.

Some campaigns are created to increase brand awareness. Some are created to generate leads. And some are created to generate direct sales.

Despite the original motive of the marketing campaign, in the long run, there is only one end game — more conversions.

No matter what each business classes as a conversion, that conversion is the reason why millions are spent on marketing each and every week across the globe.

But what marketing materials actually work?

Engagement

Each day hundreds of marketing campaigns are thrust in front of us.

Open a newspaper and there’s an ad for a new mattress. Load up your laptop and there’s an ad for some trainers you at last week. Look out the window and there’s a billboard for the latest teeth whitening product.

Everywhere we look there’s marketing, much of which we won’t notice. All of this marketing that goes unnoticed is either not very good or is poorly targeted.

The first step of any good marketing campaign is engagement. If you don’t get the right things in front of the right people then how can you ever expect them to convert?

In today’s society, there are of course many ways that you can reach people with your marketing.

A spokesperson for the digital marketing agency, Panoptic Media, said: “The fact that it’s now possible to reach anybody in the world with our marketing efforts is an incredible thing. Digital campaigns can be as targeted or as broad and diverse as we like, and from a marketers perspective this opens up many doors for us and our clients.”

But what about marketing that doesn’t happen on the internet?

Many people will have you believe that offline marketing is a dying art, but that’s not the whole story.

There are still many ways in which marketers or business owners can utilize ‘old-school’ marketing.

Take event marketing, for example. There is still a lot of value in building relationships on a face-to-face level, and there are marketing materials that can help with this.

For example, a recent study by digital print experts Purely Digital showed that people are far more likely to engage with marketing materials such as leaflets and scratch cards than a wristband or sticker.

User experience

Having managed to get the initial engagement it’s then crucial to provide a high-quality user experience. If the marketing material (no matter what it is) proves a challenge for the user then anybody who initially engages will soon lose interest, which is a potential opportunity lost.

User experience is something that has become more and more important with the evolution of technology.

There are now many more options out there for each individual. If you engage with a piece of marketing and it’s difficult to interpret or find what you’re looking for then you have the option to move on — and this is extremely true online.

Google prioritizing UX

Nowadays Google is placing a great deal of importance on UX. It used to be the case that with a few high-quality links and some well-written meta and title tags you’d be able to earn yourself a reasonable standing in the SERPs.

Increased competition has meant that this is no more.

A website needs to provide the user with an experience that makes people want to come back. What happens when a user is actually on a site now plays a big role in how Goole perceives that site.

The Conversion

As mentioned, the user experience is key. But it’s also important that businesses don’t forget the initial reasoning behind their marketing campaigns — the conversion.

Getting the conversion from a marketing campaign links in heavily with the user experience.

A good marketer will be able to plan a user experience and journey that leaves the conversion an inevitability.

For the best in the business, leaving things to chance is not an option. Whether it’s a marketing campaign that begins with putting flyers through doors or a highly specific remarketing campaign online there are certain things that can be done to boost conversion rates across the board.

One of the major things that can lead to high conversion rates is ensuring that your marketing targets the right people.

Panoptic Media added: “One of the major problems we often see when people come to us is that they aren’t sure who they’re targeting, or who they should be targeting.

“It’s often the case that people target too wide an audience. It’s always that case that if you’re trying to market to everybody, then you’re actually marketing to nobody.”

When it comes to selecting marketing materials it’s not a case of one or the other.

A good marketing campaign should take somebody on a journey. And whether that journey incorporates one, two or much more different marketing materials and avenues, as long as the user gets what they’re expecting at the stage of initial engagement then there’s no reason that you won’t get the conversion.

If you liked this post, check out our Small Business Guide to Sales.


Aaron WattsAbout the Author

Aaron is the SEO Manager at Converted focused digital marketing agency. He is extremely focused and passionate about boosting SERP rankings and driving good quality traffic to websites. “Good traffic is traffic that interacts and subsequently converts”.

Traffic from your competitors; good or bad for business?

Traffic from your competitors; good or bad for business?

Competitor analysis seems to be one of the hot topics at the moment in the world of marketing.

People are obsessed with what others are doing; so obsessed at times that they forget to focus on their own actions.

Being too engaged in what competitors are doing often leads to business owners and marketers becoming sheep; simply following trends and reproducing content that’s already out there.

This can be a dangerous game as it means always being behind the leading pack, never setting the trend and therefore struggling to reach the summit of the search rankings.

Despite the above, ensuring you’re up to date with what your competitors are doing is important.

It’s especially crucial to keep tabs on what the local competition is doing as these people are your real threats.

But what do you do if you’re the one who your competitors are looking at? If you’re the one who’s everybody’s eyes are on? Is it a good or bad thing that you’re generating a lot of search traffic from your competitors?

Before deciding, here are a few things you need to consider…

Are you a trusted source?

Having a lot of competitors looking at your site may well show that you’re a trusted resource. When looking to put together content or promote a new product, often the first thing people will do is Google it. Your competitors will be no different.

The fact that they’re finding your site when they do is a good sign. It shows that you’re well placed within the SERPs; although your competitors aren’t looking to buy, others who are will likely use similar phrases when searching for the product.

It’s also worth considering what pages your competitors are looking at. If they’re constantly searching for your products and offers pages then you know that they’re looking at you as a benchmark.

Although their reactive behavior may be slightly annoying and playground style, ‘Miss he’s copying me’; it does actually show that you’re a source that people within the industry trust.

If you’re generating a lot of traffic to some of your informational pages, then you need to start looking at your conversion rate from them pages.

As previously mentioned, not all people visiting will be competitors, so it’s key to have a strong call to actions on your best-performing pages.

How to know who’s on your site?

Google Analytics is a great tool when it comes to looking at website traffic trends. You can assess the demographics of your visitor’s location, gender, age etc; but you can’t actually see exactly who it is.

There are a number of paid platforms such as WhoIsVisiting that are reasonably priced and can report who is on your website in real-time.

Another way to be able to view more details about who is on your site is via a Live Chat application.

The aptly named LiveChat is a great example of this as you can often see names of the businesses that are browsing your site; failing that, it shows the IP address of the connection so that you can easily find out if you’d like.

Where are your competitors positioned in the market?

This question can only really be answered once you’ve defined who your competitors are.

To know who your competitors are, first, you’ll have to delve into some detailed competitor research.

Once you’ve established who they are, it’s time to analyze whereabouts the ones that are regularly perusing your site are positioned in the market; and perhaps more importantly, the search rankings.

If you’re seeing a lot of traffic coming in from competitors who don’t have any real stature within your industry, then you may not want to read too much into this.

These companies will be looking around for information and tips on how they can improve and grow. Although this may be flattering that they’re looking to you for inspiration, these companies are largely irrelevant to you at this time.

What you want to look out for are the market leaders.

When you’re generating a lot of search traffic from the companies who dominate your industry, then you know they see you as a threat.

They’re keeping an eye on you, just to make sure that you stay in the box that they’re trying to confine you to. After all, if they’re the elite, then they won’t want anybody else breaking into that bracket alongside them.

Is it good or bad to be generating a large amount of competitor traffic?

There are two ways to look at it really. Firstly you can see it as a major positive. Your competitors want to keep tabs on you; they either trust you or see you as a threat (either of them is a good thing).

The way you can view it as a negative is if your competitors are contributing a high percentage of your search traffic.

If this is the case then you may not be appealing to the right audience.

As a business, essentially your job is to sell. You’ve not set up your business to be an information hub for your competitors; so don’t be that.

Overall as long as you’re generating some quality traffic and have a strong conversion rate, there no issue with your competitors regularly visiting your site.


About the Author

Aaron Watts is an Outreach Executive who works for Sheffield based Digital Marketing Agency Ignition Search. He is extremely focused and passionate about boosting SERP rankings and driving good quality traffic to and websites. “Good traffic is traffic that interacts and subsequently converts”.