Marketing 2.0 combines traditional marketing techniques with Web 2.0 and other social media elements. By using your website, blog, social network(s), and email marketing to create a conversation between your company, customers, and prospects, Marking 2.0 allows you to extend your marketing reach beyond that of traditional marketing methods.
Using Marketing 2.0 to Build Trust
Search has changed everything for marketers. For many buyers, search engines, such as Google, Yahoo and Bing, are the “go to” sources for information about you and your company. Having testimonials and case studies on your website is a good start, and keeping a current blog with trends in your industry helps establish you as an expert. Engagement with customers and prospects on your social networks (e.g. LinkedIn and Facebook) serves as an independent endorsement of your products and services and also helps your salespeople close the deal.
Using Marketing 2.0 to Start Conversations (and Generate Some Leads)
Blogging is a low-cost way to get a conversation started. Smart marketers use and reuse blog content on their websites, newsletters, and micro blogs (e.g. Facebook, Linkedin Groups, Twitter). Including offers for useful tools and other information on well constructed landing pages can also help move the conversation along and allow prospects to qualify themselves in the process. Good sources of content offers include:
Sample Templates (e.g. spreadsheet, how to guide, policy or procedure)
Infograms or Presentations
White Papers or Research Reports
Live Webinars or Replays
Other offers to help move along prospects in the middle of the funnel include product demonstrations, free trials, or quote requests.
Marketing 2.0 as New New List
Bag those purchased lists filled with SPAM traps and invalid emails. Build your lists by handshake, and use your social networks to round out the information about your target customers. You can also use social networks to extend your marketing reach by targeting prospects based on interests (e.g. Facebook) or Affinity Groups (e.g. LinkedIn). These techniques are low-cost and nimble ways of staying top-of-mind with potential buyers for your company’s products and services.
Marketing 2.0 lets you keep up with the increasing velocity of business. Integrating your traditional marketing with web, email, blog, and social media platforms allows you to extend your reach, provide better targeting, and round out market intelligence so your sales team can make the most of your leads. Keep in mind, Marketing 2.0 doesn’t need to happen all at once. You should find it easier than cold calling or putting stamps on postcards.