Product management is an organizational lifecycle function within a company dealing with the planning, forecasting, and production, or marketing of a product or products at all stages of the product lifecycle. Similarly, product lifecycle management (PLM) integrates people, data, processes and business systems. It provides product information for companies and their extended supply chain enterprise.

Interruption marketing or outbound marketing is promoting a product through continued advertising, promotions, public relations, and sales. It is considered to be an annoying version of the traditional way of doing marketing whereby companies focus on finding customers through advertising.

Relationship marketing is a form of marketing developed from direct response marketing campaigns that emphasize customer retention and satisfaction rather than sales transactions. It differs from other forms of marketing in that it recognizes the long-term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages. With the growth of the Internet and mobile platforms, relationship marketing has continued to evolve as technology opens more collaborative and social communication channels such as tools for managing relationships with customers that go beyond demographics and customer service data collection. Relationship marketing extends to include inbound marketing, a combination of search optimization and strategic content, public relations, social media, and application development.

Many terms are used in the marketing field.

Moz is a software as a service (SaaS) company based in Seattle that sells inbound marketing and marketing analytics software subscriptions. It was founded by Rand Fishkin and Gillian Muessig in 2004 as a consulting firm and shifted to SEO software development in 2008. The company hosts a website that includes an online community of more than one million globally based digital marketers and marketing related tools.

Real-time marketing is marketing performed "on-the-fly" to determine an appropriate or optimal approach to a particular customer at a particular time and place. It is a form of market research inbound marketing that seeks the most appropriate offer for a given customer sales opportunity, reversing the traditional outbound marketing which aims to acquire appropriate customers for a given 'pre-defined' offer. The dynamic 'just-in-time' decision making behind a real-time offer aims to exploit a given customer interaction defined by web-site clicks or verbal contact centre conversation.

Industrial marketing is the marketing of goods and services by one business to another. Industrial goods are those an industry of uses to produce an end product from one or more raw materials. The term, industrial marketing has largely been replaced by the term B2B marketing.

Next-best-action marketing, as a special case of next-best-action decision-making, is a customer-centric marketing paradigm that considers the different actions that can be taken for a specific customer and decides on the ‘best’ one. The Next Best Action is determined by the customer's interests and needs on the one hand, and the marketing organization's business objectives, policies on the other. This is in sharp contrast to traditional marketing approaches that first create a proposition for a product or service and then attempt to find interested and eligible prospects for that proposition. This practice, direct marketing, typically automated in the form of a campaign management tool, is often product-centric, and usually always marketing-centric.

Recruitment marketing refers to the strategies and tactics an organization uses to find, attract, engage and nurture talent before they apply for a job, also called the pre-applicant phase of talent acquisition. In simple terms, recruitment marketing is the practice of promoting the value of working for an employer in order to recruit talent. It is analogous in many ways to corporate marketing, and is extremely similar to employer branding except relates to trackable initiatives that drive awareness and conversion of applicants vs someone's impression of working at a company. Of course others see employer branding as a subset of recruitment marketing, in addition to extending the reach and exposure of career opportunities, building and nurturing candidate relationships through talent communities, and all management of messaging and advertising of talent acquisition efforts.

For best results, use social media to do the following:

1. Drive traffic to your website

Use social media to drive fans & followers to your website. That’s where they can learn more about your company, you can motivate them to claim special offers, and capture their email address so you can contact them directly.

(What if you don’t have a website? Some brands can do without them: authors can use their Amazon page instead; artist & crafters can use their Etsy store; and antiques dealers can use their eBay store.)

2. Introduce your audience to your brand using quality content

Writing and/or creating rock-solid content that elevates your brand above the rest is the core of any marketing strategy. You’ll use your content on your website, in social media, and every other marketing channel you rely on.

3. Rank highly in search engine results

This is the art of getting people to your website from search engines for free (no paid advertising). Social media and search engine optimization (SEO) are tightly connected: the more engagement you receive on social media, the higher your business ranks in search. Many small brands and non-profits rank highly in search results (including Socialmediaonlineclasses), and my SEO 101 class teaches you exactly how you can too (no-geek speak required!).

4. Use social media as a lead generator for email marketing

One of the best ways to use social media is as a lead generation tool. People learn about you on social networks and become a fan. If you also capture their email address, you can then reach them directly in their Inbox, without worrying about what the lat

Generating a steady supply of new leads and building your pipeline is a critical part of developing a profitable business. However, it can be a challenging process. The upside to resource-intensive campaigns, constant A/B split testing and content-marketing initiatives is often a marginal improvement in your conversion rate, which can be frustrating. A small difference can mean a big difference in the long run, but getting to that point can be arduous at best.

That's assuming you even know where to start. If you're lacking inspiration on how to generate leads, here are some you can put to use right away.

1. Build your social media presence.

This might seem pretty obvious, but social media costs you nothing unless you're using it to advertise, which means free off-site promotion for your startup.

Related: How to Get 60 Leads in 24 Hours With a Landing Page and a LinkedIn Group

In particular, focus on visual marketing. Use platforms such as Instagram and Pinterest to catch the eye of consumers and prospective buyers. Share attractive-looking photos, not just of your products and services, but also of your team members, corporate events and other aspects of your business that your potential leads might be interested in.

Remove the barrier between you and your audience by refusing to be just another faceless corporate entity. Use the human element to your advantage.

Furthermore, in addition to your own content assets, remember to share interesting articles and videos you find across the web on your social profiles. Curated content sometimes performs better than your own content, and can also allow you to build relationships and partnerships with other businesses.

2. Increase the number of opt-in offers on your site.

Common sense dictates that if you have more opt-in opportunities on your site, and they are actually valuable to your audience, that you're going to get more signups. You don't have to rely exclusively on the signup forms on your sidebar or at the end of every blog post, although those are great places to focus on.

You can turn every piece of content into an opt-in offer. The key is to make the offer so attractive that your website visitors can't help but click to download the resources you're making available to them. PDFs, ebooks, reports, white papers, webinars, demos and other assets can all be leveraged, and by increasing the number of offerings, you can also test to see what your website visitors like most.

You can also use popup tools such as Hello Bar to make sure your visitors see your offers.

3. Remove friction from your signup forms.

Even willing leads are going to abandon your forms if they aren't easy to fill out. They should be so brainless that anybody that comes to your landing page doesn't have to go back to correct errors after hitting the "Submit" button.

At the very least, you need to do a good job of highlighting the errors so that your visitors know exactly what they need to correct. Fortunately, this is not a complicated process. All you need to do is install some simple JavaScript on your site. This will enable your visitors to make corrections in real time rather than after they've already filled out the entire form once.

Additionally, you might consider simplifying your signup forms by removing unneeded fields. The more fields your visitors have to fill out, the more friction you're ultimately going to create.

Related: 3 Ways Your Startup Can Earn the Trust of Prospective Clients

4. Answer questions on Quora.

Off-site promotion is crucial to establishing your business presence early on. In addition to tactics such as guest posting, answering questions on Quora can also be a good way to become a recognized industry authority and gain more followers and subscribers in the process.

Quora is a question-and-answer forum site where virtually every topic under the sun is discussed. By entering relevant industry keywords, you can view popular discussions and weigh in with your own opinion -- if it makes sense to do so.

As long as you focus on providing worthwhile, value-adding answers, more users will become interested in clicking on your profile to find out more about you. You can provide links to your website as well as your social-media profiles on your Quora profile.

5. Develop a custom 404 page.

You might be surprised to find how many of your website visitors land on a 404 page because of an outdated link or missing page. You can actually turn this into a lead-generating opportunity in a variety of different ways.

For example, you could provide a signup form for one of your opt-in offers. You could also make your visitors aware of a new product. Whatever you want to promote, you can turn a potentially annoying experience into a value-adding one.

Even something as simple as directing your visitors to the most popular posts on the site can make a tremendous difference.

6. Understand the basics of color psychology.

Color is more important than you may think, especially when it comes to call-to-action buttons. Where a color such as yellow might be associated with fun or humor, green might evoke feelings of harmony and love.

In other words, there's more to a button than you may think. It isn't just the copy you use. Its effectiveness is also going to be contingent on placement, shape, and yes, even color.

Take some time to learn about the fundamentals of color psychology the next time you're putting together a landing page or a call to action. Contrast colors tend to work well for call-to-action buttons, and complimentary colors are fine for less important buttons.

Final thoughts

Lead generation ideas can be hard to come by unless you are regularly in the habit of brainstorming. Implementation can also take a great deal of time and effort, but if you're willing to stick with the process, you'll be able to increase conversions and attract more leads for your business.

Ongoing, consistent effort is required to produce a steady stream of leads. Experiment, test, tweak and focus on the most effective strategies. Balance your set-and-forget efforts with work you will be doing on a continual basis.

Related: 9 Pieces of Wisdom to Get Your Lead Machine Running at Top Speed

For best results, use social media to do the following:

1. Drive traffic to your website

Use social media to drive fans & followers to your website. That’s where they can learn more about your company, you can motivate them to claim special offers, and capture their email address so you can contact them directly.

(What if you don’t have a website? Some brands can do without them: authors can use their Amazon page instead; artist & crafters can use their Etsy store; and antiques dealers can use their eBay store.)

2. Introduce your audience to your brand using quality content

Writing and/or creating rock-solid content that elevates your brand above the rest is the core of any marketing strategy. You’ll use your content on your website, in social media, and every other marketing channel you rely on.

3. Rank highly in search engine results

This is the art of getting people to your website from search engines for free (no paid advertising). Social media and search engine optimization (SEO) are tightly connected: the more engagement you receive on social media, the higher your business ranks in search. Many small brands and non-profits rank highly in search results (including Socialmediaonlineclasses), and my SEO 101 class teaches you exactly how you can too (no-geek speak required!).

4. Use social media as a lead generator for email marketing

One of the best ways to use social media is as a lead generation tool. People learn about you on social networks and become a fan. If you also capture their email address, you can then reach them directly in their Inbox, without worrying about what the latest changes are in social media.

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SOCIAL MEDIA STRATEGY LESSONS

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Social media changed significantly, and it’s no longer enough to simply post to a social network (especially Facebook) and hope for results. Here’s an example of how markedly things have changed:

In 2011 and 2012, articles were rampant about how brands were turning to their Facebook pages for marketing far more than they were using their own websites. In fact, some brands considered using their Facebook page AS their website.

Now that would be considered foolish. Why?

Because your website is the only online marketing channel you OWN.

You set the rules.

You can do things your way.

And you don’t need to worry about keeping up with constant changes.

Get Trained

Today, you need to use social media marketing in a unified way by combining it with other outreach tools for exponential marketing power. Email, Search Engine Optimization (SEO), your website and blog all work together with social media marketing to reach your customers, where they are.

The Unified Digital Marketing Strategy infographic lays out how to combine digital marketing techniques to optimize your campaigns. Click on the infographic to download your copy:

Social networks are not a world unto themselves (even if they ACT that way!). For best results, use social media to do the following:

1. Drive traffic to your website

Use social media to drive fans & followers to your website. That’s where they can learn more about your company, you can motivate them to claim special offers, and capture their email address so you can contact them directly.

(What if you don’t have a website? Some brands can do without them: authors can use their Amazon page instead; artist & crafters can use their Etsy store; and antiques dealers can use their eBay store.)

2. Introduce your audience to your brand using quality content

Writing and/or creating rock-solid content that elevates your brand above the rest is the core of any marketing strategy. You’ll use your content on your website, in social media, and every other marketing channel you rely on.

3. Rank highly in search engine results

This is the art of getting people to your website from search engines for free (no paid advertising). Social media and search engine optimization (SEO) are tightly connected: the more engagement you receive on social media, the higher your business ranks in search. Many small brands and non-profits rank highly in search results (including Socialmediaonlineclasses), and my SEO 101 class teaches you exactly how you can too (no-geek speak required!).

4. Use social media as a lead generator for email marketing

One of the best ways to use social media is as a lead generation tool. People learn about you on social networks and become a fan. If you also capture their email address, you can then reach them directly in their Inbox, without worrying about what the latest changes are in social media.

=======================

I realize this list can seem overwhelming. Realize that no one starts out knowing how to do all of these.

Begin from where you are now, and incorporate these tactics over time. It took me years to develop a strategy that works for my unique business, and I now have clients on six continents (I don’t think I’ll be adding Antarctica any time soon, but who knows?).

The good news? You can learn how to do all of these marketing tactics and more here at Socialmediaonlineclasses.com. Yes, not just social media marketing, but content generation & marketing, SEO, and email marketing.

You can learn your way, at your own pace, and on your own schedule: an Annual Membership at SMOC costs less than one day of on-site training. It’s the best investment you can make in yourself and your business.

Go Do It

The best way to figure out what works in social media for your business?

Get in there and DO IT.

Don’t wait for the perfect opportunity. Start small, be consistent, measure your results, and adapt your plan based on what you find.

You will make mistakes.

I did.

So did CNN, Coca-Cola, and Starbucks when they began.

You’re now ready to move from your social media strategy to execution! Here’s how:

1. Join the social network you identified as your primary target in Lesson 3 and build an account there. If you need help getting started, check out the classes I offer to give you a jumpstart.

2. Fill out your social media profile completely, and begin reaching out to your connections who are already on the social network. Go back to that strategic network you identified in Lesson 3 and connect with them.

3. Spend a few days reading over the posts from top influencers in your industry, your colleagues, and your clients. Watch what kind of content they post: are they text updates, links to articles, videos, podcasts, or infographics? What posts get the most responses? What resonates with you?

4. Identify which of the tactics from Get Trained you want to focus on next. Create a SMART goal for it.

5. Consider joining Socialmediaonlineclasses.com. You’ve received a lot of value from this class: six lessons, multiple downloads, strategies you couldn’t learn anywhere else. I’d be honored to have you join us as a member!

Congratulations! You’re now an official graduate of the Social Media Strategy class.

Guess what? 80% of the people who sign up for this class never reach this lesson. Incredible isn’t it?

I’m impressed you have, and it shows your determination to be a success. You’re exactly the type of member I want here at SMOC. As my gift to you, I’m extending the new member discount: use promo code JOIN25 for 25% off an Annual Membership. But hurry – this offer expires in 24 hours.

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About the Author

Founder of Socialmediaonlineclasses.com, Benjamin Franklin award-winner for independent publishing, award winning author of eight books, wife, mom, quilter and watercolor artist.

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Comments:

(5) comments

Allan Dean Cox September 29, 2016

Very much enjoyed the Social Media Strategy classes. I have worked my way through all classes but just read from lesson 3 and downloaded and save all to Google Drive ( YES! started using Google Drive from the classes and even uploading to it EUREKA! ). I will be going over these classes again. SOCIAL MEDIA ONLINE CLASSES gives me the confidence to be able to move forward in my efforts of becoming a successful entrepreneur, I HAVE A TOOLBOX ! Thank You ?

Reply

Maria Peagler October 11, 2016

Awesome Allan! You’ve definitely taken the strategy lesson to heart and are using it to put yourself in the place of most potential.

Reply

Sherry Stucki January 5, 2017

I loved your Social Media Strategy classes. You have it all: great lessons with clear instructions, downloads, strategies, video training and more. Thanks for such an awesome resource! Sherry Stucki

Reply

Maria Peagler January 5, 2017

Sherry – I’m delighted the class has helped you! I work extremely hard to make the class as relevant and practical as possible, so you can be successful right away.

Thanks for your awesome feedback! ????

Reply

Samuel Adu February 14, 2017

Awesome lessons!

I really enjoyed ll the topics.

Thank you!

Reply

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