One of the services my company provides is marketing automation for B2B ecommerce companies.
the core of modern digital marketing is content. As an example, I was involved in an adverse possession lawsuit. I started searching for articles about adverse possession. A few law firms had very good articles about adverse possession. They went into case law, examples of winning/losing etc., but most law firms just said they did adverse possession. Consumers are much more likely to buy from vendors that also give them the information they need to make a decision.
Content can be product videos, great product descriptions, tools to help make product decisions, how to use the product to achieve goals, forums etc.
The content needs to drive the next step in the buying process. Signing up for a mailing list, requesting help, putting something in the shopping cart.
Once you have content with actions you can start using paid ads to drive traffic to your content.
Once your content gets traffic you will start rising in organic search.
Using analytics you can optimize conversions, run experiments, etc. It requires daily or weekly monitoring and constant calculation of return.
You can ask most marketing people what a standard deviation is and they have no idea, let alone a two tailed T-test. How can they be testing effectiveness with zero understanding of statistics? When is a 10% increase an actual increase vs. statistical noise?
the core of modern digital marketing is content. As an example, I was involved in an adverse possession lawsuit. I started searching for articles about adverse possession. A few law firms had very good articles about adverse possession. They went into case law, examples of winning/losing etc., but most law firms just said they did adverse possession. Consumers are much more likely to buy from vendors that also give them the information they need to make a decision.
Content can be product videos, great product descriptions, tools to help make product decisions, how to use the product to achieve goals, forums etc.
The content needs to drive the next step in the buying process. Signing up for a mailing list, requesting help, putting something in the shopping cart.
Once you have content with actions you can start using paid ads to drive traffic to your content.
Once your content gets traffic you will start rising in organic search.
Using analytics you can optimize conversions, run experiments, etc. It requires daily or weekly monitoring and constant calculation of return.
You can ask most marketing people what a standard deviation is and they have no idea, let alone a two tailed T-test. How can they be testing effectiveness with zero understanding of statistics? When is a 10% increase an actual increase vs. statistical noise?