Whilst big corporations such as Proctor & Gamble and Rolex are fully into the digital marketing revolution and experimenting with new online marketing methods such as content marketing – many smaller business are hesitant to make a first step.

This article is a recommendation for self-learning. I propose a free digital marketing training course from one of the best digital marketing entrepreneurs I know: Brian Clark, founder of copyblogger. Click on the above link to get started right away, or read on if you wish to find out why I’m recommending this course.

During the past years interacting with clients and prospects, I’ve observed that the vast majority of executives need information and support to feel more comfortable about how exactly these many new online business methods play together. And how they can contribute to generate more sales for their organisation.

The objective of this blog is not to “sell” you the latest tool nor the latest trend, but to take a step back, look at the big picture and encourage you to make online marketing experiments in a low risk way. Based on the outcomes – for example the reaction of your customers – you and your company will start to get a grasp of what works – and what doesn’t – for your particular product and target public.

A well thought out digital marketing strategy is not dependent on the latest “tool” or trend – it spells out what’s best for your specific business and will still be valid a few years down the road.

Granted, it’ll need adjustment over time, but the adjustment comes from “doing it”.

Digital marketing – the digital revolution – is here to stay. Don’t miss new opportunities to grow your business because – whatever your personal preferences – your clients too will eventually want to have online access to your company’s products and services. See the latest predictions about consumer behaviour here.

If you’re in Geneva and want to learn more about digital marketing, ask us to come by to your offices. We offer a (free) teaser 90 minute workshop – just for you and your company! Click on the link here below.

Is your website lazy? Shouldn’t it work harder to attract and engage more customers?

Are you so sure? How do you know?

The idea for this article is inspired by a couple of discussions I’ve had recently with professionals who provide high value services in areas such as legal, banking and consulting.

For many such companies, their current online presence simply reproduces – in a digital way – what has always worked for them in the real world: reputation, credibility and prestige.

Their websites are not meant to attract traffic nor convert visitors into high quality leads. As online visit cards, they’re designed to convey authority, elegance and sophistication. Traditional content, mainly text, is delivered through static web pages that reinforce trust, quality and know-how.

Online visit cards are probably sufficient today, but will they work in our favour in a few years time?

Granted, selling sophisticated services is not the same as selling a book or a t-shirt!

But can we be so sure that the target public we think we know so well isn’t (secretly) changing its ways?

Online consumers are learning fast how to make informed purchasing decisions. Rather than being “talked to”, they expect to be granted access to many different sources of information.

And as they learn, they become more confident about making ever more sophisticated purchasing decisions online.

What was once a safe space may escape our control because of behavioural changes we didn’t consider relevant at the time.

When the world’s first railway opened in 1830 (from Manchester to Liverpool) – health warnings were issued by medical men about the dangers of travelling at high speeds  – and the damaging effect this might have on passengers’ health. Speed was an incredible 25 mph!

I am including a few stats that are meant to trigger ideas. Indeed, and at a first glance, the stats may not relate directly to a high end services organisation such as a bank or a legal firm. But who would have predicted – only a few years back – that 47% of Internet users who link into social media platforms are now aged between 50-64?

And then, consider these stats down here. 79% of online shoppers spend at least 50% of their shopping time researching products.

Picture Internet savvy John. He is about to buy a new car. His first step – even before he visits a dealer or navigates to a car manufacturer’s website – may well be a discussion with friends on his preferred social media platform; because friends give unfiltered, honest advice about a product they’ve previously consumed.

And this brings us back full circle to the preoccupations of high end service providers: an essential need to preserve and nurture credibility and reputation.

If you want more stats, charts and graphs – highly recommended – here are the sources I’ve referred to in this article.

The state of social media 2012 (slide show here below) and Revealing Stats, Charts and Graphs every Marketer should know.

Buzz words abound on the Internet. And much misunderstanding derives from not understanding what’s behind them.

For example, you may have trouble coming to grips with what Content Marketing is, and what it isn’t.

For one thing, using content for marketing purposes makes sense, but only if it’s part of a continuum that is made up of content (yes) but also of social media and search engine optimisation (SEO).

What good is it, if you write your fingers to the bone as a passionate author, when no one can find the articles you publish?

And once you’re found, does your blog article cater for easy sharing, thus helping enthusiastic readers spread your message?

In an excellent article (link here below), published by the American marketing software company Hubspot, the author develops 4 reasons why content marketing isn’t just about content.

1. Content needs search engine optimisation.

In order to attract people to your blog to read your content, you need to take the necessary steps to optimize that content for the keywords that potential customers are likely to type when searching for the product or service you offer.

This is why it’s important to have in your mind a buyer persona: you need to be able to picture the people you want to reach online, what they value, what their purchasing habits are, whether they’re early adopters or wait-and-see types, etc. Research indicates that businesses that blog 16 to 20 times per month generate over 2 times more traffic than those that blog fewer than 4 times per month.

2. Content needs social media

There’s no question that your potential customers are increasingly using sites like LinkedIn, Google+, Facebook and Twitter to connect and gather information. This is why your business needs to participate there where your target audience is likely to hang out!

There’s no need to be present on every platform. Again, it pays to know your buyer persona. Figure out where they’re likely to hang out and then go and meet them there.

3. Content needs lead generation

One of the core functionalities of content is its ability to generate leads. Research shows that businesses with over 200 total blog articles generate 3.5 times more leads than those with under 20 blog posts.

4. Content needs email marketing & lead nurturing

Despite all the hype about social media, email marketing remains a business’s most valuable asset. An email marketing list that you’ve built up, based on the practice of permission marketing, is worth it’s weight in gold.

Because people who have given you permission to add them to your list are your most valuable business leads. By signing up, they’ve expressed their readiness to listen to you and what your company has to offer. A well thought out next step will transform these faithful subscribers into buyers.

The gist of the original article is about taking a holistic approach to content marketing. Click here to read the complete and original text.