Pollen Marketing

There is a lot of hype around online marketing these days. At Pollen Marketing, we use a four-point approach that aims at developing strategy in the key digital areas. These are: Content Marketing, Search Engine Optimisation, Email Marketing and Social Media.

From the countless marketing campaigns we conduct per year, this order also relates to the amount of leads each business will generate on average. Bottom line, none of these options will work without a strong focus on the first: Content Marketing.

Why? Digital Content Marketing focuses on more than one area of customer development and lead generation. Since it is focused on what I have termed ‘downloadables’ or free information, products, what-have-you, the investment on the part of the customer is minimal out of the gate. Content Marketing focuses on reaching the customer early in the buying process. Plus, people love getting something for nothing. Whether you produce a white paper, an eBook, or offer some sort of insight into your business and your industry, the base concept behind Content Marketing taps into that love of “free” and “privileged.”

There’s more going on, however, than just an exchange of digital material. When a customer chooses to engage with your company’s content marketing strategy: they get to know you. Especially in B2B marketing situations where information sharing and innovation drive consumer demand, showing off your knowledge through content that is freely available establishes you as an expert in the customer’s mind. This leads to trust, which is paramount in turning a lead into a sale.

Image by King Kong 911

 

 

 

 

 

 

 

 

Word-of-Mouth on the Web re-launches as ‘Word of Mouth Online’

In the days before the Internet, many businesses relied on word-of-mouth as their primary means of attracting customers. But as the Internet has gained prominence, the concept of word-of-mouth may seem dead, but it’s not.

Since its launch in 2007, WOMO – Word of Mouth Online  (formally WOMOW) has seen an exponential increase of both reviewers and businesses using their service. There is now one review every 5 minutes. The concept behind this approach is simple: People convert to customers 168% more often, when they read a review online.

Reviews help your potential clients make the critical purchasing decision to use your services. WOMO are also the only review website I know of in Australia that are continually offering incentives for reviews. There has also been some questions around the transparency of reviews on websites like Truelocal.

Having a strategy for hosting, unbiased third party reviews is smart. The results are what make it really stand out. A few reviews can make all the difference in terms of generating business. DNA Bathroom & Kitchen boast a doubling of their business from WOMO. Every review with vital keywords also increases your relevance/ranking in search engines for location-based businesses eg Hairdresser Moonee Ponds. (PS Seen SEO businesses charge $5k for that gold nugget).

WOMO have just updated  their website (and name!)  and word of mouth program to better highlight the most important aspect of this website’s success: customer reviews. Watch this space!

 

image credit : wordboner.com