February 2015

Viewing posts from February , 2015

The Internet of Things

The Future of Connectivity Holds Great Promise Beyond Internet Marketing!

The Internet of Things is the Internet’s next generation, and it holds great promise for enhanced Internet marketing – and more. The Internet of Things includes every connected device on the planet, and there are more connected devices than people on Earth. There are three types of connections where the Internet of Things is concerned: machine-to-machine (sensors, robots, servers, etc.) machine-to-people (home security, wearable devices) and people-to-people (social networking, texting, etc.) and while many of them serve the private sector, businesses are jumping on board with internet marketing strategies to exploit these connections.

For the most part, connected devices enhance our lives and are used to help us connect with others, monitor our fitness, control our cars, turn on our lights – the list can be endless. There is a multitude of ways we use connected devices, and most people take for granted that they are part of the Internet of Things. People use wearable devices every day that can monitor things such as heart rate or insulin levels or rely on a sensor on their pill box to remind them to take their medicine. Businesses are working to find ways to use information that these devices could gather, and in the future these will be part of most businesses’ internet marketing strategies.

In addition to Internet marketing, connected devices have the potential for wide-sweeping applications in the future. Monitoring a person’s health – whether they are aging in place, disabled, or suffering from a chronic disease such as epilepsy or diabetes, can help bring care to them immediately in the event of a emergency, or minimize visits to the doctor or from a homecare professional. With a connected device they can maintain independence with confidence. A connected home can turn off a device, such as a slow cooker, and tell you when dinner is cooked – even if you’re away! In the future, a connected device will store information such as when and what you cooked for dinner this week, whether or not you’re out of milk, etc. With all that information, Internet marketing for home health care agencies, grocery stores, security providers, childcare, medical supplies, etc. are sure to follow suit – the possibilities for Internet marketing are endless!

Consider the potential for an Internet marketing plan with information gathered from connected devices. If you are a home improvement company specializing in basement waterproofing, tapping into the information gathered from home security systems that monitor for basement dampness could give you great list of hot leads. The same Internet marketing potential would apply to a company that sells diabetes supplies. Having access to people wearing an insulin monitoring device, and creating a campaign marketing directly to them would be a wise use of your internet marketing dollars.

Does YOUR business have a strategic Internet marketing plan?
Get help from Holland.

We can create an Internet marketing strategy that can generate new customers, leads, referrals, and best of all, loyal customers that love your brand. Plus, we’ll be there to help you with the latest innovations to help you connect with your customers and prospects! Visit HollandAdvertising.com or call Bryan Holland at 513.744.3001.

Convert MORE Visitors!

Convert MORE Visitors With Fresh, Relevant Content!

2015 can be the year your remarketing campaign takes your business to the next level. A few tweaks to your internet marketing strategy and you may find the buzz on the internet is about YOU! If your internet marketing strategy doesn’t include remarketing it should!

There are many benefits to adding remarketing to your internet marketing strategy.

1. Remarketing turns bounced visitors (surfers who enter your website and leave without viewing additional pages) into leads. You can then retarget them with a more specific message.
2. Remarketing increases brand recognition. Even if a user doesn’t click through your ad, they see it and are reminded about your brand.
3. Remarketing encourages repeat visits. By clicking through, users return to your site for a second look. Repeat visits to your site increases the likelihood of conversions.
4. Remarketed ads lead to more conversions than standard display ads. Adding remarketing to your internet marketing strategy can be a more effective use of your marketing dollars.

If you remarket to them, they will come!

Remarketing can make your site irresistible to someone who is already in the sales funnel and aware of your brand. If they are ready to buy, they may just need a little push to convert.

To make the most of your internet marketing efforts, the message you send to returning visitors should be a new message. Google AdWords will track returning visitors, making it even easier to create a message to someone who has already visited your site. You can uses advanced segmentation to create some focused ads based on:

The time spent on your site
Whether or not they placed items in a shopping cart
How many (and which) pages they visited
How frequent and focused are their visits

When you DO get them back, they need to come to a landing page that includes fresh content and a compelling offer. You can remarket directly to consumers based on what’s in their cart or a page that they read on your site. As part of your internet marketing strategy, you can segment your lists and create offers that target them directly, and then track conversions.

Your internet marketing strategy should also include social media.

Google AdWords reach is the holy grail for remarketing, but don’t overlook the power of the share or reaching someone when they are in “social” mode. Chances are they are already relaxed and just checking in with their network, and this can be a great time to reach them. It also encourages further interacting with your brand’s Facebook page, Twitter feed, YouTube page, etc., at a time when they are likely to convert.

Adding remarketing to your internet marketing strategy can be surprisingly inexpensive.

You can set a budget with a limit and set a very limited target, so you reach only the most likely to convert – maximizing your internet marketing dollars. You aren’t charged for the ad unless someone clicks through, on YouTube, if someone hits “skip ad”, there is also no fee. In essence, your remarketed ad can sit on a page and be seen without any charge. This helps with branding, but also allows you to really know who is interested in ready to convert. When your internet marketing strategy includes remarketing, you can advertise to leads that are already in the funnel. The information you gather can be priceless!

Are you ready to take your business to business marketing email to the next level and make it irresistible to mobile users?

Call Holland. We offer a FREE email marketing consultation that will help you discover what is and what isn’t working with your email marketing efforts. Let us use our business to business marketing expertise to get you more opens and more conversions with your email marketing campaigns. Visit HollandAdvertising.com or call Bryan Holland at 513.744.3001.

How Does YOUR B2B Marketing Email Look on a Mobile Device?

As we ring in the New Year, there’s one fact that is undeniable – mobile is here to stay! Over 50% of all email is opened on a mobile device (smartphone or tablet) and 91% percent of all mobile activity is related. These two facts are having an impact on the way companies are communicating with consumers – especially where business to business marketing is concerned.

So is YOUR Company’s B2B marketing email mobile friendly?

Depending on what source you cite, more 60% of business to business marketing email is opened on a mobile device. Your email needs to be mobile friendly FIRST, especially when you consider that Android browsers don’t automatically adjust the sizing of email to fit to mobile devices. Android comprises over 75% of the global mobile market, so unless your readers are determined to read your email, they may delete it and never receive your message and call to action.

What does a mobile-friendly email look like?

A mobile-friendly business to business marketing email requires minimal scrolling to read. The right subject line and headline should reveal the source coupled with a compelling reason to open the email. If you’re opening B2B marketing email on an a device with an iOS (iphone, itouch, ipad) you probably have no problem reading the content, scrolling through the email, viewing the coupon or offer (if applicable) and clicking through to the sender’s mobile-friendly website. If you’re reading a business to business marketing email on an Android device, chances are you have to scroll side to side to view the graphics and the text may or may not be converted to an easy-to-read column.

What are the important features of an effective B2B marketing email?

  • Minimal graphics and interesting photos. Of course you want the email to be eye-catching, but on a mobile device ease of reading trumps eye-catching. You should have your logo and simple design elements and photos, but engaging someone quickly with an offer and/or call to action is more likely to convert.
  • Link to mobile-friendly page on your website. Get them to your site, where they can further experience your brand, products or special offers. You’ll keep them there if your site is easy to navigate on their device. If there’s an offer to redeem, then they should not have to click any further to redeem it!
  • Click to call. Your mobile website should have this, and so should your business to business marketing email. If they are viewing your email on a smartphone this makes it easy for them to act on the offer immediately.
  • Interesting subject line. “If you send it they will open” is NOT true! Email users need a reason to open your business to business marketing email and find out more.
  • Engaging text. Your business to business marketing email should be interesting, that’s fairly obvious, but what also needs to be compelling is the preheader, or snippet text. It’s the first few lines of copy visible in a reader’s inbox. Far too often this is overlooked and what could have been a one-two punch that encourages an open is lost.

Here are some additional reasons to format your B2B marketing email for mobile.

Opt-ins – Prospects and customers are more likely to want to hear more from you if they are delivered business to business marketing messages that are easy to read and navigate.

Location sharing – When a user agrees to share their location it enables you to create more relevant content for the next email. Plus, it never hurts to get geographical analytics about your interested prospects and customers.

Increased open rates – This is a no-brainer. If your email has relevant content formatted in a way that makes it easy to view on a mobile device then your open rates, and conversions, should increase.

Before you send your next B2B marketing email, test it to see what it looks like on your device. Many email marketing sites have a feature that not only checks your email for potential spam issues, but can check them across various email servers and test them for readability and responsiveness.

Are you ready to take your business to business marketing email to the next level and make it irresistible to mobile users?

Call Holland. We offer a FREE email marketing consultation that will help you discover what is and what isn’t working with your email marketing efforts. Let us use our business to business marketing expertise to get you more opens and more conversions with your email marketing campaigns. Visit HollandAdvertising.com or call Bryan Holland at 513.744.3001.

Do YOU Speak SEO?

Search Engine Optimization (SEO) isn’t just a buzz phrase, it’s an absolute necessity. A few of our smaller to mid-size clients are still a bit resistant to optimizing their site and we know why.

They don’t speak SEO.

It’s that simple. Just when they prepare to optimize their site they talk to a vendor, customer, competitor, or somebody who purports to be the expert and bam – they want to wait. They get confused by the jargon and may think one or more of the following erroneous thoughts:

  1. I’m a small local business. I don’t need to optimize because prospects will find me and solicit my business based on geography.
  2. I’m doing a great job with word of mouth, and my clients are mostly referrals.
  3. My company doesn’t do any e-commerce, so why should I drive business to my site?
  4. My company name is my web address, and my product is my company name. Won’t that drive business to my site?
  5. My website was built in a CMS that automatically optimizes my content.
  6. I’m on Facebook – doesn’t that help my rankings?
  7. We’ve already spent money on our website, we shouldn’t need spend MORE on SEO!

SEO is a process, and if you have a website, you need to optimize. We’ve seen it happen over and over – we build a great website loaded with shareable content, that is user-friendly, welcoming to visitors AND it’s optimized for internet search and the rankings increase. When this happens overall interest in the company’s services and products increases, too. It’s a good thing for everyone – our clients, their customers, their bottom line AND us!

YET, all too often our customers want to continue to invest in traditional media and delay updating and optimizing their site. Here are some of the basic terms and functions of SEO. When you speak SEO, you can better understand the need for an optimized site and better content.

Keyword – this is more or less the holy grail of searches. It’s the word or words a prospect (or client) would use when trying to find your good or service. Your keyword should be reflected in the copy on the page with a density of about 5%. For example, if you are a dentist that specializes in cosmetic dentistry in a suburb of Columbus, Ohio, your keywords would like likely be dentist Columbus Ohio or cosmetic dentistry Columbus Ohio. If you are an online wholesaler for the specialty baking industry, your keywords would likely be bulk flour, bread flour, or gluten free flour. If you want to attract even more surfers for some of your more popular items, you may want to add bulk almond flour, bulk pastry flour, etc.

You want your keyword reflected in the following places on your website:

URL – your web address.
Title tag – what a viewer sees at the top of the page that describes the content of the page.
Heading tags – the boldest, most prevalent line of copy on the page. They are coded with the abbreviation H1 & H2. Generally this is the headline and subhead on the page, and both should include the keywords for that page.
Alt image tags – like H1 & H2’s your alt image tags are coded with the keywords for the page.

The rules for the keywords and where and how to use them hasn’t changed much over the last few years. They are still important elements to improving search, but the importance of fresh long-form content on both your webpages and a frequently-updated blog has been growing. Information-heavy content that is well written and includes your keywords has been growing steadily in importance as it affects your rankings. The obvious advantage of having all this content on your site is that it encourages visitors to stay and look around, read information and get excited about your brand. The more clear, relevant content you have, the more likely your visitors will stay and look around your website.

The benefit of having a great blog with relevant content is it encourages sharing, and having another company in your business segment link your blog can greatly increase your rankings. In some cases, this is easy to achieve – you share another company’s blog, it will increase the chances that they will share your blog. Updating this content regularly increases your Google rankings because Google is constantly looking for fresh content.

Your site also has to be responsive to mobile surfers. It’s a fact that more websites are accessed via mobile devices that via laptops. To you this means your site needs to address the needs of surfers on the go. This may mean having a dedicated mobile site that only hits the important features of your product or service as it relates to a mobile user. Using the click to call feature is a MUST, as is having actionable information easily accessible such as coupons, offers, hours of operation, etc., AND a site that loads quickly – in just a second or two. This also helps your local rankings, as people that access your site via a mobile device are also using location services that will reinforce your local presence.

Once you optimize for your prospects, customers and Google, you’ll quickly notice an increase of unique visitors to you site. Be ready! Make sure that you have an appropriate, fast response to requests for additional information, and that your site is true to your brand message.

It’s never too early to optimize, but it can be too late! If you have numerous competitors who are “doing it right” when it comes to SEO, you may find that they have built a following. If that is the case, you need to get busy, yesterday.

Get FREE SEO help? Call Holland today.

We’re offering a FREE website consultation that includes a keyword ranking report that shows how well your keywords are ranked on Google, Yahoo, and Bing. We can help improve your website and your SEO language skills to help take your business to the next level. Ring in the New Year with an updated, optimized website. Email Bholland@HollandAdvertising.com or call Bryan Holland at 513.744.3001.

Digital Billboards

Over the last decade, the landscape around our roads has been changing, particularly around major commuter routes. Traditional billboards are giving way to digital billboards, making outdoor advertising more interactive and flexible. Digital billboards typically rotate 6 to 8 messages per playlist, and can be scheduled to change throughout the day or hour based on traffic patterns and time of day. Digital billboards are also more visible than traditional static billboards; the display is brighter and the motion can be more eye-catching.

For Outdoor billboard companies, this gives an opportunity for additional revenue by increasing the number of clients they can serve on a single billboard. For advertisers, it makes Outdoor a more exciting, dynamic way to engage prospects. By understanding your prospects you can greatly increase brand awareness, generate new customers and see a nearly immediate increase in response to offers.

Read More

Social Media is a GREAT Way To Effectively Communicate Your Brand!

Do you Tweet about offers, sales and new products? Are you LinkedIn to others within your industry and reaching out to potential customers?

How effective are you at communicating your brand? If your interaction with your customers is merely offer-based, you may be missing out on the opportunity to engage and retain your customers by driving them to your website. Focusing on reach and awareness instead of offer redemption will engage more prospects that aren’t in the funnel, and encourage them to buy from you when they are ready.

Creating compelling ads that encourage prospects to interact with you and follow or “like” your brand increases awareness of your company and keeps you “top of mind”. Leveraging your content for social sharing will increase the likelihood of gaining followers and reinforces your position as the go-to company for your product or service. Attentive monitoring of what is being said about your brand is also important. Creating a dialogue with social media users includes consistently relevant comments that apply to current events or consumer trends. Relevant content is more likely to be shared – driving more users to your website.

Abandoning offers and incentives completely isn’t wise either, but the offer should be compelling enough to catch the eye of a prospect. For example, if you sell closet organization systems, offering “50% Off All Hangers” is not that eye-catching. A headline that connects with your brand, such as “End Closet Clutter, FOREVER – With 50% Off!” will get the attention of more people than just those in need of a few extra hangers. Running a contest is also a great fan and follower generator. If your company is in the pet industry, a contest to win free dog food for one year WILL get shared, liked and/or tweeted – potentially putting your brand in front of thousands of users.

Remember – it costs more to get a customer than to keep one. Have you heard that one? I hope so! It’s still true, YEARS after I heard it for the first time, and yet it still is a challenge for many businesses to embrace. How many offers do you see on a regular basis with disclaimers that the offer is for new customers ONLY! Think of the monthly specials from satellite or cable providers ready to give a house full of free electronics – to NEW customers only! That is a fantastic offer but every month I sit with last years’ model I feel slighted, and so will your customers if your ads only reward new customers. If you are engaging prospects with more than just offers, you’re creating brand recognition, creating interest, shares and visits to your website – as well as conversions.

Try it. The results will astound you. Even if you have a relatively small following you can generate interest quickly with the right messages and content. Once you start a campaign, monitor the analytics on your website for a clear picture of the effectiveness of your campaign.

Talk to Holland TODAY and get started on a social media campaign that spreads your brand message. We can plan a social media strategy that can generate new customers, leads, referrals, and best of all, loyal customers that love your brand. Visit HollandAdvertising.com or call Bryan Holland at 513.744.3001.

Go Mobile

Mobile Marketing IS Surpassing Desktop For Engaging Prospects!
Isn’t It Time You Took YOUR Marketing Mobile?

Unless you’ve been living under a rock, you’re aware that nearly everyone has a mobile device. In fact, by the end of 2014 there will be more mobile-connected devices on earth than people – making mobile marketing statistics hard to ignore. Since a large percentage of web surfers are using their mobile device to check their email, social media (facebook, twitter, LinkedIn, etc.), and shop, it’s changing the way marketers are looking at mobile marketing.

Yes, with mobile advertising you can entice shoppers with coupons and offers while they are in (or near) your store, use in-game and app-based marketing, or if they’ve opted in you can send SMS messages directly to their phone – there are many different ways to reach your prospects.

In 2013, Google AdWords expanded to allow you to manage your AdWords across different devices, rather than having multiple campaigns. This was a direct response to the increasing number of mobile users, as well as the concern that mobile marketing was missing out on engaging those users. Google also increased mobile extensions by offering features such as Click-to-Call, Click-to-Download, Local Ad Extensions and Mobile Site Links. All of these are designed to maximize conversions for your target keywords. If you are currently using AdWords, the shift to mobile is seamless, and can immediately increase visits to your site, calls, and (hopefully!) conversions.

Google aside, there are other important factors that you need to consider with mobile marketing. More and more mobile users are reading their email on their mobile device. Open rates on emails on mobile devices were 48% last year, according to MarketingLand.com, so it’s more than safe to assume they have already surpassed desktop opens for the 2014. What that means is your email campaign must have a responsive design so it is easily readable on a tablet or a smartphone. An effective email campaign can greatly increase your mobile marketing efforts.

Mobile marketing also encompasses social media – another major player in an effective marketing campaign. Everything you tweet, post, etc., is also accessible via mobile device, and it is imperative that it follows your brand standards and marketing initiatives. Mobile users are viewing these messages at an increasing rate and connecting and sharing them with others, too.

One of the most compelling arguments for going mobile as quickly and effectively as possible is the effect and influence of mobile on Generation Y, the holy grail of most marketers. Their use, or should we say attachment to, their mobile devices has become second nature. According to Mashable, Generation Y is using their smartphones for nearly everything, and they find it difficult to function without constant checking for updates, emails, etc. Read the article to find out more.

Get busy with your mobile marketing, and you’ll reap the rewards. Get help from Holland. We can plan a mobile marketing strategy that can generate new customers, leads, referrals, and best of all, loyal customers that love your brand. Visit HollandAdvertising.com or call Bryan Holland at 513.744.3001.

TV Advertising

With so many options for advertising today, television is still one of the best options to get your message to potential customers. Television still has the largest potential reach of any medium. Here are some of the facts about television –

  • 98% of all homes have at least one TV, and there are more television sets in America than people!
  • Television can influence purchases at every level of the buying funnel.
  • Television programs can target a variety of demographics – with pinpoint accuracy.
  • It’s intrusive, but with the right message can capture your audience’s attention!
  • Television is still considered the most engaging, entertaining method of advertising.

With facts like these, it’s no wonder our clients come to us with the misconception that the more television spots you buy, the better, and in many cases that’s what they’ve been led to believe. It’s understandable to think that if you pepper the airways with your message over and over, eventually enough of your potential customer base will hear your message and be influenced to take action.

Unfortunately, this isn’t the case. Many of our clients are surprised to hear that less really can be more – when you have the right strategy that delivers your message to your target audience. It’s not about the number of spots you buy; it’s about the number of potential viewers within your target audience that will be watching the program during your spot. Television shows are rated by viewership, and also by the demographic of the viewers. When you purchase a spot during a show that hits your demo, you’re maximizing the amount of potential viewers.

With the right media buy, you’ll get biggest ROI on your marketing investment. Our media buyer has decades of experience creating strategic media plans that deliver results.

Here is her advice about what NOT to do when creating a TV campaign:

  1. Create a campaign that doesn’t communicate your brand, a clear message or a call to action.
  2. Develop creative and media strategy without knowing your target audience – your ideal customer.
  3. Spend advertising dollars without a clear goal. Without a quantifiable goal, you’ll never know if your efforts are effective.
  4. Not having enough frequency to influence your audience or spreading your spots too thin among many different demographics.
  5. Hurrying through the buying process without negotiating rates. Rates vary from station to station, and you need to compare the reach of each program versus the cost.
  6. Not buying early or having a solid media plan. You WILL spend more money, and may NOT get the spots you want.
  7. Not monitoring your invoices – mistakes happen and you may be charged for spots that didn’t run as ordered. You may find spots running during the wrong program, on the wrong night or they may be running the wrong spot.

With the right strategy, TV can grow your business and with the right media plan, you can get an incredible return on your investment. By knowing your target audience, and creating a strategy that delivers your message to them, you can maximize your marketing dollars.

Get help from Holland. We can plan a media strategy that can generate new customers, leads, referrals, and best of all, loyal customers that love your brand. Visit HollandAdvertising.com or call Bryan Holland at 513.744.3001.

Let Your Customers See Inside Your Business

With Google Business View, It’s Easy!
You only have ONE chance to make a first impression. With the overwhelming majority of consumers headed to the internet to research businesses, you need to engage prospects quickly, and make their first experience with your business a great one. Luckily, your friends at Holland Advertising : Interactive have a great method to get web surfers to your door – virtually.

It’s called Google Business View. It’s a great way to showcase your business, and let people see what it’s like to visit your store, restaurant, hotel, plant, etc., with a 360˚ virtual tour. Our photographer is Google-approved and will take exterior shots and interior photos that make your business look great, and use them to create a virtual tour. The photos are yours to use for any purpose, from your website to advertising collateral. Think about it – you spent time and money to make your place look great – here is your way to show off your business, and engage new customers!

Take a look at what Google Business View can do:

Google Business View makes it easy for your current and potential customers to view your business via Street View, See Inside and View Photos. It’s one of the best decisions you can make, and it’s easy, too. If you have a business and a website, you need to add Google Business View to your marketing efforts.

Don’t wait. Your competition may be driving customers to their door using Google Business View. It’s easy to get started and requires only a small one-time fee. Call Bryan Holland today at 513.744.3001 or email him at bholland@hollandadvertising.com.

Manufacture More Sales With Inbound Marketing!

If your internet marketing plan includes a great website loaded with product specifications, accolades about your company, information about how to contact you and easy online ordering, GREAT, but you could be doing more to generate leads and convert surfers to buyers.

When we are working with marketing professionals in the manufacturing industry we are often met with resistance to internet marketing. The argument we hear sounds a bit like this, “We are a B2B company, most of our prospects are attending tradeshows and reading trade publications. They aren’t surfing the web and using social media to find out about us, they use searches to shop for lawnmowers, cars or to get a deal on electronics or shoes.”

The truth is, the more expensive a purchase, the more research is done before the purchase. Prospects DON’T want to make a mistake, and the overwhelming majority is turning to the web to start their searches. Good, no GREAT, prospects are surfing for better products and solutions, and social media and other web analytics are leading them to your competitors’ websites with targeted ads and content-based web results. If they don’t find YOU, then you aren’t making their list of potential sources.

Resistance to developing a solid internet marketing plan is futile.

Creating an internet marketing plan that successfully integrates inbound marketing is essential. Yes, inbound marketing includes someone picking up the phone and calling your company, but now it is so much more. There are five major components to inbound marketing:

SEO (Search Engine Optimization) – This is the most important component in your internet marketing efforts. Without an optimized site, surfers won’t find you, and chances are your competitors are optimized. This could result in surfers being driven to your competition when they are searching for your products. There is a good chance your competitor is smart enough to include your company name in their optimization, so people searching for you will get THEM!

Email Marketing – You have a good list of customers, right? How about leads and prospects? Hopefully you do, and regular emails with relevant, compelling content will get prospects to click through to your site to take advantage of your offer or learn about your products.

Retargeting and Google AdWords Marketing – You can increase visits to your site exponentially by using keywords that prospects are using to search for your product. It’s as easy as it sounds, and this is how Google says it in their marketing, “People search on Google. They see your ad. You get more customers.” By using AdWords you get the top section and/or the right ad column in searches, and customers are more likely to click them and visit your site. Retargeting is an effective way to reach out to surfers that have visited your site and left. The next time they surf they are presented with one of your ads that allows them to click through to your site. This gives you another chance to convert them or at least get a great lead. Both of these tactics are an integral part of any effective internet marketing plan.

Blogging and White Papers – You’ve invested in SEO, emailed them and compelled them to click through, and/or reeled them in with a retargeted ad, now KEEP THEM THERE, and keep them coming back for more with fresh, relevant, interesting information. This makes you look like the expert you are and will help your search engine rankings. Everyone wins in this internet marketing scenario – informed, interested customers and prospects, great leads for you and more sales! Creating compelling content via articles and blogs will not only drive more business to your site, it can start a dialogue between you and your prospects and customers. The information they share with you can be an invaluable asset, and help you market to them more effectively.

Social Media – Never underestimate the power of online interaction – social media works in great ways. Opening a dialogue with your customers and prospects can have a multitude of benefits. Your website must include a link to your Facebook and Google+ page, and you really should be on LinkedIn, too – it’s not just for job searching anymore. Once you set up your pages, it’s easy to update regularly – repost your blogs, ask questions, showcase new products, welcome new customers – with great content and information.

Once you have your internet marketing campaign up and running, you will need to nurture the leads and interest that are generated, either from email capture from downloading your whitepapers, or requests for more information on your contact us page. These are great leads and keeping a close eye on them will generate more sales. A simple email and follow-up call can be effective, but if it isn’t, keeping these contacts in your sales funnel is a great way to push them further down towards a purchase. If you don’t, you’re missing the opportunity to create a new customer – and isn’t creating a new customer what your internet marketing plan is all about?

If you’re concerned that creating an internet marketing plan will move you too far away from traditional advertising, you need not worry. The good news is your traditional marketing is even MORE effective when customers have already been exposed to your brand message. You don’t have to abandon these methods in favor of internet marketing, in fact, updating your collateral, print ads and tradeshow information to communicate the same message as your inbound internet marketing is a must!

Need help implementing an effective internet marketing strategy? Holland can help. Call Bryan Holland at holland advertising : interactive at 513.744.3001 or email him at bholland@hollandadvertising.com.