An effectively designed website is only one element of an effective web marketing ecosystem. To achieve effective web presence and drive qualified leads, we developed an easy to remember mnemonic “AEIOU” (attract, engage, influence, optimize, understand).
AEIOU helps to consider the strategies that make up a digital marketing strategy. But to really power the strategies, companies need marketing automation tools. Platforms like Hubspot (www.hubspot.com), Act-on (www.act-on.com) and Marketo (www.marketo.com) and many others are very powerful ways to manage multi-stage buyer processes and map content and engagement at each stage of the process – nurturing relationships from awareness to customer.
When budgets are a little smaller or the sales cycle is a little less complex, we often recommend using a component-based approach as a marketing solution. Some of our preferred solution components and web services include:
- WordPress content management system- we often recommend WordPress due to its ability to integrate nicely with other preferred web marketing systems and the ease of use our clients enjoy (www.wordpress.com)
- Unbounce landing page setup – easy to create and test marketing landing pages to drive qualified leads (www.unbounce.com)
- MailChimp – email marketing system – we set up custom email templates for this easy to use email marketing tool and measure the effectiveness of email marketing campaigns (www.mailchimp.com)
- Revenizer – a marketing dashboard we created (sister company) specifically to help measure the effectiveness of web and social presence and increase revenue from web marketing campaigns (www.revenizer.com)
- CRM – Salesforce is the leading CRM and is often a great choice, however it is worth looking at many of the more “social CRM” solutions like Batchbook.
In selecting these solutions, we recommend that you find sets of solutions that work well together with strong APIs and integrations. If your needs are not too complex a component based approach can be a very affordable and effective way to deliver marketing automation.