The last year has been an immensely successful year for most businesses’ digital marketing campaigns. Marketing automation, social media marketing, and other online marketing tools have made it significantly easier for companies to interact and engage a wider spectrum of new leads. These impressive new platforms have resulted in significant gains in market share for many online businesses. However, this gain in their share of the market had to come from somewhere. Many other businesses digital marketing campaigns failed, while some were non-existent. These companies are quickly discovering the reason for their decline and are creating plans to reclaim their lost consumers. High-quality lead nurturing will be essential in 2014.
Marketing Focus for 2014
The focus next year for companies that were successful in 2013 will be on maintaining their gains in market share, as more companies start to take advantage of the power of marketing automation and social media. The playing field will return to neutral, since almost every business in the world has now realized how much can be achieved with compelling and informative digital marketing campaigns. If everyone is utilizing digital marketing campaigns, there has to be something distinct that sets your business apart from the competition. Businesses need to give potential prospects a reason to choose their product or service over the countless competitors who are reaching them through the same online channels.
Lead Nurturing Campaigns
The quality and consistency of lead nurturing content is one factor that can have a huge and personal impact on potential leads. Lead nurturing campaigns must grab the reader’s attention, provide them with real value, and then inspire them to react. According to Forrester Research, businesses that excel at lead nurturing will generate 50% more sales ready leads at a 33% reduction in the cost per lead obtained. Original and insightful content will continue to be the main focus of digital marketing campaigns in 2014, although there will be a greater emphasis on customizing the content based on relevant lead segments. For more information on how you can using lead nurturing to grow your share of the market, please read Using lead nurturing to build trust and establish long-term clients.
Marketing automation software is a business’ best bet for tapping into the leads’ needs and behavior. It profiles their online activity and uses online registration to gather demographic characteristics. All of the information obtain during the website visitor tracking aspect of marketing automation can be used to formulate lead nurturing campaigns that speak directly to distinct groups of leads. Businesses that succeed in generating and distributing relevant content that offers leads real value will maintain or gain market share in 2014. Any online entities that fail to take the most of resources like marketing automation and social media will quickly discover that they are losing out to those that do.