At the goal line

Thoughts and opinions on sales, marketing, social media, digital content, technology and social business.

3 Must-Haves in Your 2018 Digital Marketing Plan

Posted by Rick Lambert on Mon, Nov 20, 2017

As 2018 fast approaches, many of us are keeping our eyes peeled for the next big digital marketing trend to produce measurable business results and gain a competitive advantage. The true beauty of digital marketing is the fact that it is constantly evolving which presents new opportunities for early adopters.

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Tags: digital marketing

How Digital Marketing Can Help You Grow Your Business

Posted by Rick Lambert on Fri, Jun 30, 2017

Today it’s commonplace for consumers to purchase products and services online rather than visit a brick-and-mortar store. Furthermore, 81 percent of consumers are turning to the Internet to research products and services before making a purchase decision. Considering these powerful statistics, your business can't afford to not have an online presence. 

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Tags: digital marketing

The Most Important Social Media Key Performance Indicators (KPI)

Posted by Rick Lambert on Thu, Jul 11, 2013

While the majority of companies have put in place some type of social media marketing strategy, few know how to accurately measure their return on investment (ROI). There are actually several key performance indicators (KPI) that your business can start using today to help determine how successful your social media efforts are, and you will be happy to hear that many of them are free.

ClickZ walks through several key performance indicators that will prove to be extremely beneficial to your business:

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Tags: digital marketing, Key Performance Indications, KPI, Social Media metrics

How Social Media Impacts Every Department of Your Business

Posted by Rick Lambert on Thu, Jun 20, 2013

Social media goes perfectly with business, and many people think that the two compliment each other based on the value social media can add to a company's sales and marketing team. While this is true, social media marketing actually has the ability to positively impact all areas of your organization, including HR and customer service.

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Tags: digital marketing, social media marketing strategies, Social Media Marketing

How to Use Linkedin Groups to Generate Leads

Posted by Rick Lambert on Tue, Jun 18, 2013

When you think of social networking, popular sites such as Facebook and Twitter are usually the first that come to mind. For your business, however, LinkedIn should be a bookmarked social media site for expanding your online reach and positioning yourself as an industry expert. LinkedIn can offer your business some extremely effective ways to generate qualified leads, and one way that you can accomplish this is through LinkedIn Groups.

As a business owner, you understand the importance of being viewed as a thought leader by peers in your industry. LinkedIn Groups provide you with the perfect opportunity to connect with other thought leaders and share your content with this highly targeted group. In order to build authority for your brand and attract more qualified leads, Social Media Today offers the following tips for using LinkedIn Groups:

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Tags: digital marketing, social networking, linkedin, generate leads with linkedin

How to Use Keywords to Attract Marketing Qualified Leads

Posted by Rick Lambert on Thu, Jun 13, 2013

If you're like the 61 percent of global consumers that consult the Internet before making a purchase, you've probably used a search engine or two to research a product or service. Those keywords that you type into the search engine query provide very powerful information to marketers. For business owners, conducting keyword research is one of the most critical components of creating high quality content to drive more qualified traffic to their webpages. You probably noted that qualified is in italics, and this is because the name of the game is not just attracting traffic to your webpage, but getting the right kind of visitors. By optimizing your website with keywords that your target audience is typing into search queries, you will be more successful with converting online visitors to customers

Keywords can indicate shifts in consumer demand, and having knowledge of what these keywords are can allow business owners to proactively respond to changing market conditions when necessary in order to provide the products and services that their consumers are searching for. According to MOZ, keyword research has significantly lowered the barrier to understanding what motivates consumers in purchasing decisions, and never has there been a time like this in the history of marketing before.

So how do you determine the value of a keyword to your business? How does the keyword relate to the content on your website? Would consumers be happy if they came across your website if they typed that keyword into a search engine query? Would that keyword attract the right traffic to your website, resulting in more closed business? If so, you probably have a profitable keyword on your hands and can continue to run it through the keyword value test. Below are three additional steps that you should take to ensure the quality of a keyword:

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Tags: digital marketing, long tail keywords, keyword research, sales funnel, marketing qualified leads

How to Use SlideShare to Generate Leads

Posted by Rick Lambert on Thu, Jun 06, 2013

If you're not currently familiar with SlideShare, it is the world's largest content sharing platform for professionals. According to Social Media Examiner, SlideShare generates five times more traffic from business owners than other popular social media sites like Facebook, Twitter, and YouTube. 

While SlideShare may not be the first social media platform that comes to mind for business owners, here are some ways that your business can use the site to separate yourself from the competition:

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Tags: digital marketing, lead generation, online marketing, SlideShare, how to use Slideshare

Avoid these Common Marketing Automation Mistakes

Posted by Rick Lambert on Tue, Jun 04, 2013

Marketing automation is one of the hottest ways to drive more qualified traffic to your business, and industry revenue is expected to grow by more than 50 percent in this area in 2013. Essentially, the term "marketing automation" refers to software platforms that businesses can utilize to perform automated repetitive tasks such as email marketing, cross-sell based marketing, and managing e-commerce tasks such as online shopping carts. If it's implemented correctly, marketing automation can make a significant contribution to your company's bottom line; however, all too often it is done the wrong way.

HubSpot shares some examples of companies that missed the mark on their marketing automation strategies, and hopefully you can learn from these mistakes:

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Tags: digital marketing, marketing automation software, marketing automation, content marketing, automate marketing

The 20 CTA Do's and Don'ts to Live By (Part 2 of 2)

Posted by Rick Lambert on Mon, May 27, 2013
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Tags: digital marketing, buyer personas, Inbound marketing, sales funnel, call to action, CTA

The 20 CTA Do's and Don'ts to Live By (Part 1 of 2)

Posted by Rick Lambert on Wed, May 22, 2013
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Tags: digital marketing, Toronto Inbound Marketing Agency, buyer personas, Inbound marketing, sales funnel, call to action, CTA

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