Brad Porter, President of Porter Consulting
Up until a last year, I found digital marketing solutions to be, in general, expensive, complex to implement, and only for large companies. My investigation was directed primarily around full-marketing solutions, ones that could be incorporated into existing demand generation campaigns and would allow a modicum of customization.
In my discussions with numerous providers, it was pretty clear that the person I was talking with had the objective to sell software licenses. Don’t get me wrong, I understand that software companies need to make money, but I was fairly disappointed that my business problem was not the starting point of the conversation.
Anyway, with the knowledge that I did not want to implement a complicated solution with significant staff and resource requirements, we looked farther afield for something that would work effectively for us. We came upon Vision6 (www.vision6.com.au), a well-established company from Australia who is developing a presence here in the U.S. They already do business with some well-known brands in Australia, which we found to be a confidence builder for us.
There are lots of digital marketing firms out there, and working with one we could learn from was something to our liking. When I was looking around for a solution, one of my fears was that I would find a digital marketing application I liked that would be either too small or struggling to survive. Not the case with Vision6, as they have been successfully providing digital marketing solutions for around 10 years.
As our company gains more knowledge of Vision6 and our partnership with them grows, I found that the best practices espoused by them to be full of common sense. One of things that they promote is organic growth of your database of contacts and clients. Use blogging, newsletters, white papers, and other targeted deliverables to generate interest in your products and solutions. Selling to potential customers who are already interested in what you do is very smart.
Let me explain what I consider smart. In the past, companies built a database of customers by sifting through lists of contact cards from tradeshows, purchasing customer lists, or by trading business cards at events and sales meetings. Most of the time, this hit-or-miss activity involves follow-up phone calls, mailers or email requests going unanswered or ignored. Acquisition rates of 3% are considered acceptable.
Today, with the advent of digital marketing, you can gain positively interested customers with a variety of digital marketing techniques. Using proactive social media, collateral download signups, and building a blog following, you can create a database of motivated clients who are willing to receive information and offers from your organization. Clearly, you will need to have good, consistent, useful content to maintain the connection with your interested customers. However, you also know that these are customers who have opted-in to receiving information from you and are interested in what you have to say, and your products. Visions6 can help you with this. It is the smart move to make.
We are looking forward to working further with Vision6. I think they are worth looking at by any company who has not ventured into this space yet.
Let me know how your company is handling its digital marketing needs. I would be interested in hearing from you.
Brad is a 30 year veteran of marketing who understands the value of content that helps close business. You can find more blogs and content from Brad atwww.porterconsulting.net.