As marketers, we are always trying to find innovative ways to provide for our clients and exceed their expectations. When it comes to designing a plan for a client, it is essential for digital marketers to know which strategic effort is best suited for their particular needs. With the availability and ease of use of web-based targeting, there are decisions to be made about the type of method you want to use for your client.

Key Performance Indicators (or KPIs) is a measurement that will directly affect your marketing objectives. In other words, they are the most important values for understanding your markets influence to achieve a successful business. There are several KPIs that will give you a clear picture of which content actually resonates with your audience. In this blog post, we are looking at which KPIs you should track; this will help you create more compelling content that will help you execute a great content marketing goal.

In an ideal world, the journey from prospect to a loyal consumer would be a straight shot: see your product, purchase your product, use your product, repeat.

If you have been following my blog series on Lead Generation, you know that you need to have an offer to engage your prospects.  If you missed that blog, you can check it how HERE.

The offer is basically the carrot, now what you need is the pole and string from which to dangle that well-crafted carrot and to get your prospects to act or engage.

What gets our audience to reach for the carrot is your call-to-action (CTA). When effectively crafted, they will capture people’s attention and persuading them to act.

Not all CTAs are effective or will result in action. It's important to consider what your competitors are offering and then determine why someone may choose your offer over the competition.

Once you have your offer decided, now it's time to get the word out.  Here's how:
There was a time when personal networks, the neighborhood grapevine and the yellow pages were the extent of a B2B company's marketing plan. Times have changed and the way customers buy is much different.  No one is waiting around for a sales person to ring or share more about a company's product or service.

Now, customers walk around with a computer in their hand at all times.  If a question comes to mind, there is an answer at your fingertips. Ever view a group of people waiting to walk into a meeting, to get on a flight, or pick to their child up from practice?  They are all on their phones.

Depending on the product, 50% - 80% of the buying decision has been narrowed down or determined before a salesperson is ever engaged. 

So, what does this mean for you? It means that if your marketing strategy does not include proper web communication and mobility, social media and digital communications, you are missing a big part of your audience. 
In the past two weeks, I have had three people contact me because the website they paid to have developed was so bad that they either weren't going live with the new site or they were too embarrassed to share it.  Of the three, two I had sent a proposal to months ago and they chose a less expensive designer, and now they are looking for help and a fix.

You know the adage "Dress for the job you want not the one you have." The same applies for your business.  If you market and brand yourself for the clientele and business you want to be, people will see you as such and it will be easier to reach that level of success.
I get it, marketing is frustrating.  It's not fast, it can be unpredictable and even with modern analytics it can be difficult to measure.

What I can tell you is that if you don't put together a marketing strategy, you are as good as hiding.  If your website isn't mobile friendly and optimized, it can been like finding a needle in a haystack on Google.  Yes, people can type your business name in, but what if people don't know your name or they misspell your business name? Then what?
What I love about the time between Thanksgiving and Christmas is that everyone is 'on.'  There is a three week rush to close out 2015 and set plans in place for 2016.  While we may be busy with holiday shopping and parties, we have our running shoes on and are looking to end one year and start the next on a positive note.

If you are like me, you are planning for next year.  Budgets are being set and strategies are being developed. As you develop your marketing strategy...yes you need are some things to consider.
Old school marketers are dead. You don't have to be a rocket scientist to know that.

Marketing no longer resembles the textbooks of the 90's.  Old-school marketers no longer have a advantage over young marketers since the rules of game have changed. If your firm is still conducting marketing of the past, you are missing out on real opportunities. Doing the same will not result in the same results, you may not get any results at all.

How goods and services are researched and purchased has, and continues to change.  Even industries that have existed on personal networks alone are needing to re-evaluate their sales and marketing approach. If your marketing department hasn't changed the way they do business in the past five years, it's time to re-evaluate this department.  Here's why you may need to take a fresh look at how your reach and sell to your target market.
Have you started thinking about your marketing strategy for 2016?  If not, now is the time.  As budgets and plans are put into place, they are often a copied from previous years. If you are doing this for your marketing strategy and budget, note that marketing has changed.  How prospects and clients find you, research you and buy from you has evolved.  An online strategy is no longer just for large retail businesses, but for everyone's business, including B2B.  
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