Today, marketers can transmit information almost instantaneously — at nearly 300,000km per second, we’re close to transmitting data at the speed of light. This means that you can disseminate digital marketing messages halfway around the globe, just as quickly as you can send one to the next town over. Technology has opened up a whole new world of possibilities (and potential market share) for digital marketers.
At Marketo, we’ve stretched our Egypt Phone Number wings into a number of new countries recently, and we’ve worked to navigate these new landscapes with a true understanding of our global audience. Before you take your digital marketing global, you need to know how your new audience is researching and purchasing products online.
Stop Dehumanizing Your Marketing
If your’re marketing on social, you’ll want to know which countries use social channels like Facebook and YouTube the most. How much money do consumers in France and Spain spend via mobile? What percentage of ad budget do marketers in China spend on banner ads, keyword search, or video? How should you market differently to audiences in the US, versus those in Canada?
Check out our new infographic to get started with global digital marketing today:
Filling the pipeline with leads? Good for you. But how many of those leads – which you worked so hard to generate – get lost in the ether of the digital world?
Forget that. Let’s use digital to turn those leads into buyers instead. Or even better, let’s get them applauding for our products… Why settle for buyers when you could have best friends?
Instead of letting those leads evaporate (or, on the other end of the spectrum, scaring them with aggressive conversion tactics), let’s use digital channels to cultivate and develop them into powerful relationships that lead to bigger purchases, more sales, and greater advocacy.
Sound good? Here are my three secrets to help you form and deepen relationships online, effectively converting raw leads into your new best friends.
Make customers feel like people and not just numbers. Learn how
Today’s organizations are focused on sales metrics – things that you can count. Leads. Prospects. Opportunities. In fact, the entire culture of sales and marketing in the digital world dehumanizes the conversations you’re trying to nurture.
The problem is that we don’t sell to numbers – we sell to people.
Digital marketing should be anything but dehumanizing. Ultimately, people want to connect with one another, and digital empowers the entire human race to do so. Our brains have evolved to be social and form relationships; digital just feeds that need.
So while pipeline is important, don’t forget what powers that pipeline – people. Use digital to humanize your marketing, whether that means reaching out to potential buyers directly, initiating conversations on social channels, showing off your amazing sense of humor, sharing emotionally compelling customer stories, or using your company blog to let your employees express themselves in a human way.
2. Score Your Relationships, Not Your Targets
Everyone in your pipeline has a different relationship type, relationship need, and relationship potential.
That means that every interaction you have with someone, whether it’s direct or indirect, through a page on your website or a Facebook conversation, contributes to those relationships – whether you’re starting a new one, or building another one out. You may already score and segment your database based on title, company, industry, or product interest – why not “segment” them by relationship progression as well?