If you are like most organizations investing in digital marketing services, you are likely doing SEO, PPC or both.
As an à la carte service, these two marketing strategies can dramatically increase your sales numbers. And when SEO and PPC are combined to form a unified strategy designed to promote business growth, your ability to hit those high revenue targets increases even more.
Do you see where this article is headed? When combining multiple strategies and tools to help generate more leads and conversions, your growth potential is exponentially greater. This is why organizations are investing in marketing growth stacks; they are tired of letting leads fall through the gaps, they want to close the loop, and reach members of their consumer audience that are otherwise being left on the sidelines.
This article is intended to help companies and their internal marketing heads learn about the Marketing Stack while getting a clear idea as to whether or not it might help them achieve their growth goals.
A marketing stack is a set of tools and strategies that have been strategically pieced together to achieve a specific set of goals. While one growth marketing stack will always differ from another, the approach remains the same: it’s foundation resides in how people consume information to make purchasing decisions, at every stage of the funnel. From prospect nurturing to traffic generation, to closing deals, the best marketing stacks from growth-driven digital marketing agencies offer a striking contrast in revenue gains, as opposed to solo services.
Developing a detailed buyer’s journey is a difficult task. But when you utilize a business growth marketing stack with a customizable CRM that draws from your sales and marketing departments, you are able to map your your customer’s journey and feed them with the right content, at the right moment, that will lead to more conversions.
In order to do this, mining data to use performance reporting is absolutely necessary. But without the right set of strategies and tools, how can you get actual data on your consumer audience that isn’t assumption-based? Top-of-funnel marketing, sales and service all play a role in a cohesive Growth Stack. And when you work with a growth marketing agency that pieces together the right components to deliver full sales enablement, the right analytics, and a CRM and CMS designed to function in line to the strategy that best suits your unique needs.
Most organizations that seek digital marketing services do so with the intention to invest in SEO or paid search in order to generate more traffic to their website. While organic and paid strategies certainly help move the needle, each are only pulling in a portion of a much wider buyer audience. Furthermore, each is intended to lead traffic to a page where, hopefully, people will convert into buyers. There is zero nurturing.
Marketing growth stacks take SEO and PPC, harness them to work together, and align them to function alongside the other tools and strategies that make up the Growth Stack. For example, email marketing is an ideal way to convert leads that SEO and paid media failed to close. Using the right CRM, inbound marketers can target segmented members of an email list with the right messaging designed to lead them to the point of conversion.
SEO and PPC can certainly funnel customers to landing pages meant to convert, but this type of traffic generally goes from point A to B without really hitting on the buyer’s pains through a content funnel that presents the organization’s products and services as their ultimate solution.
A Growth Stack aims to understand your buyers at a depe level, what their common needs are, and lead them through a strategic journey until ready to make an informed purchase.
Is your current strategy set up so that traffic is driven to a landing page where people are asked to submit a form to talk to a sales person? If so, you are missing a significant chunk of revenue because today’s modern buyers are no longer dependant on salespeople for information that helps them make purchasing decisions.
Content creation, when done within the strategic offerings of a Growth Stack, attracts the attention of prospects most likely to convert. These people are even captured before they are ready to buy; it’s all about understanding all buyer personas, at every stage of the buyer’s journey, and creating the right content to nurture them until they are ready to make a purchasing decision. This is one of the most cost-effective ways to attract new buyers.
There are a number of ways content is used to entrance and funnel buyers. From workflows and drip campaigns, to downloadable assets and social listening tactics used to create audience-targeted content clusters, growth stacks use marketing automation software that collects intimate data used to create blogs, email copy, CTAs, whitepapers, webpages, and various other forms of content that nurture leads until they become valuable members of your paying customer database.
If you found value in this content, we invite you to download our FREE guide on the WEBITMD Growth Marketing Stack. It contains a wealth of deeper information on this game-changing approach to digital marketing that is helping businesses hit their growth goals. Give it a read, and feel free to call us so we can learn more about your sales cycle, revenue goals, and explore what YOUR custom Growth Stack may look like!
