The chances are, that if you’re trying to reach a B2B audience through your website, you’re hiding the best content you have. You may have a slick, persuasive pitch on the homepage but consider for a moment, the possibility that your prospective clients don’t want to read a brochure when they find you online.
Digital marketing has undergone a quiet revolution of sorts in the past few years. From the earlier focus on PPC, search engine manipulation and display advertising, marketers have now shifted their attention to engaging with prospects via social media channels and providing genuine value through inbound / content marketing. This shift has been helped by the availability of tools that have allowed marketers to identify, analyze, understand and target customers better.
For a while now I’ve been highlighting the power of video in reaching and affecting online audiences. Well, a new infographic from Invodo shows how the persuasive power of video continues to motivate online audiences to engage with brands and… well, buy your products and services.
Where It All Began
‘Inbound marketing’, a term coined by HubSpot CEO Brian Halligan, has had a profound impact on marketers’ view of digital marketing, quickly becoming the dominant methodology for attracting new customers and propagating the growth of brands online.
According to former industry leader and entrepreneur, Cindy Gallop, ad agencies need to “blow themselves up and start again” in order to become relevant. She goes on to say, “You can’t stick on solutions, you can’t just add bits on, which is what everyone’s doing. You need to restructure from the core.”
Anyone that’s worked for a startup knows very well, the energy and enthusiasm that comes from being part of a team creating something new, responding to new challenges on the fly, as and when they arise, working at a million miles an hour and loving every minute of it. It’s fast-paced, it’s exciting and working with a group of like-minded individuals towards a common goal is incredibly rewarding.
It’s interesting that the well-established and proven marketing tools of old (most of them derived from the consumerism of 1950’s America); the theories and channels that were “the standard” just a few years ago, are so irrelevant in todays marketing landscape. So why do so many marketeers and ad execs seem so unable to move forward and embrace the new marketing rules?