It’s no secret traditional marketing, while still relevant and a good technique to have in your arsenal, just isn’t enough anymore. The world has evolved and having digital as a part of your business marketing strategy is essential to connecting with your target audience. But, how do you marry the two (traditional and digital)?
What is content marketing?
Content marketing is the process of planning, creating, distributing, sharing and publishing content with the goal of engaging and nurturing existing and potential customers. One of the biggest misconceptions is that content marketing is simply a blog. Yes, a blog posting is beneficial to educating readers about your products and services, but it’s not the be-all and end-all when it comes to content marketing.
An e-book about why quick connect couplings are critical to offshore drilling. A video educating viewers about orthotics. An eNewsletter sharing the latest news in the world of dentistry. These are all forms of content marketing. Going “beyond the paper” not only allows for multiple touch points with consumers, but also caters to different types of individuals in places where they’re spendingtime. By distributing helpful and relevant content, businesses can be looked upon as the trusted authority in that industry, all while developing meaningful connections with their target consumer.
Marketing is evolving and at a fast pace. The tactics you came to rely on yesterday to get in front of your customers, may not be enough today.
Cold calls, direct mail, billboards, TV and radio advertisements – are all essential to promoting your business. However, these outbound marketing methods are NOT the driving force behind making a purchase.
The way people buy today has changed, dramatically. Think about the last time you made a buying decision: Did you wait to hear about a particular product or service on the radio? Probably not. Did you call a salesperson to ask about a service without doing your homework? Most likely no.
A business without marketing is like a car without gas. Without the right strategy, plan and tactics in place, an organization can fall short in capturing potential customers. So, how can marketers attract the right people at the right time? It starts with a successful lead generation campaign.
The PALO Creative office is looking festive nowadays with wreaths, garland and no holiday decoration is complete without lights (Thanks Linda!). Sure, we’re in the holly jolly spirit, but we can’t help but think about 2019. That’s because now’s actually the best time to review all of the data you’ve covered over the past year and start planning a fresh marketing strategy for the new year. 2019 brings new aspirations, new ideas and new goals for your business. Taking a fresh approach with your business strategy can be of great benefit and ensure your reputation is even more trusted in the eyes of consumers.
In addition to planning new and improved marketing tactics for 2019, there are a few steps that involve analyzing, planning and strategizing, of course. So, where do you begin? We’re glad you asked. At PALO, we’ve taken the guesswork out of strategizing with our end-of-year checklist that’s sure to deliver success in the new year.
Trailex had an ecommerce website that was causing two big issues for the company: Customers were having difficulty finding and ordering small parts, and Trailex was losing money by manually calculating shipping on small part orders.
The latter of the two issues just took too much time. The website didn’t automatically calculate shipping on orders of small parts. So, Trailex sales staff would have to communicate back and forth with the customer to determine exactly which part he/she needed, then would manually calculate and process the shipping quote.
PALO solved the problem with a completely integrated ecommerce shopping cart solution that gets live quotes from FedEx. This helps process all transactions in one click rather than several. Credit card information is collected and confirmed when the customer orders a part, and the transaction is processed at the time the order is placed.
The solution also alleviated the headaches with part searchability for the customer. Customers can access an exploded diagram of their model trailer, identify the part they need, and scroll down the page to select the part from a list. Clicking the part automatically adds it to the customer’s shopping cart.
Keeping with the mobile-first approach, PALO designed the website for mobile-friendliness and aesthetics. Trailex primarily serves owners and collectors of exotic cars, so PALO kept those customers in mind when designing a more high profile, high-end website.
While Trumbull Industries’ market and customers are very traditional, a trend toward tablet usage by engineers prompted the company to work with PALO to develop a more mobile-friendly website.
The company’s existing site was loaded with catalog and product information that needed to be reorganized. Because the site wasn’t responsive to different sized screens, it made product spec tables very difficult to read. Spec tables include detailed technical information, including product SKU variations.
Products only had a few photos, if any at all, and images weren’t presented in an organized fashion. Downloadable product materials, including owners manuals, installation instructions, and maintenance information, were usually buried at the bottom of each product page.
PALO worked closely with Trumbull Industries to reformat the entire website and make it mobile-friendly. Product information and spec tables were neatly organized and arranged so they are easier to display on a tablet or mobile phone.
Downloadable information documents are positioned higher on the product page so visitors don’t have to search for them. Each product also has multiple images and drawings organized in a gallery.
PALO employed Trumbull Industries’ comic book branding elements and incorporated them into a complete website theme, including graphics and fonts. Designers ensured to maintain a professional look while keeping the design fun and interesting.