Integrated Customer Journeys

Business Growth Services

The Internet has changed the way people learn about products and services. Their journey of discovery helps them better define their problems and determine solution requirements before they ever talk to a salesperson.

A typical customer journey spans influencer recommendations, product collateral, customer case studies, whitepapers, and digital channels such as email, social media, landing pages, and the rest of your website. There may be traditional channels like direct mail, radio or television, out-of-home, and phones mixed in.

A full-time marketer can’t keep up with all the opportunities available, let alone a business owner wearing several hats.

While traditional marketing methods still perform well, integrating them with online digital marketing techniques increases the return on your marketing investment and provides a way to measure the performance of both traditional and digital marketing channels.

Integrated Customer Journeys

Integrating marketing channels requires balance. You can’t do everything, and you shouldn’t follow self-serving advice and spend your budget on any particular marketing channel, no matter what a specialist tells you.

Moderno Strategies understands the strategy and implementation details for most offline and online digital marketing channels, and how they need to work together to lay out stepping stones that help guide customer journeys.

Technical SEO

There is more to SEO than creating good content based on keyword research. Technical SEO ensures that Google and Bing can crawl your website and provide a good user experience. Technical SEO, plus quality keyword-enabled content, enables your website to appear high in search results. A technical SEO review includes the following:

  • Analyzing page speed
  • Determine user experience on desktop and mobile
  • Page structure and meta data
  • XML site maps
  • Google Search Console and Bing Webmaster Tools configuration
  • Google Business Profile (formerly Google My Business)

The good news about Technical SEO is that it is quick to analyze, and once implemented correctly, requires little effort to maintain.

Moderno Strategies can conduct a Technical SEO review and provide a prioritized improvement roadmap.

Marketing Automation

Marketing Automation allows you to put the right content in front of the right person at the right time.

It goes beyond discrete campaigns to create ongoing customer nurturing programs to acquire and retain customers by delivering the right message at the right time. We have experience with many of the hundreds of marketing automation platforms in use today and understand the different strengths, weaknesses, and price points.

Marketing automation services include:

  • Review goals and develop marketing automation strategy
  • Review logic, data flow, and content current programs
  • Troubleshoot integration problems with websites and CRM systems
  • Make platform recommendations based on you and your clients’ needs
  • Do initial implmentation and train you or your clients for ongoing maintenance
  • Be your ongoing marketing automation implementation resource

Let’s talk if you’re considering getting started in marketing automation. We’re happy to share some pointers to get you started in the right direction and can help with detailed planning and implementation.

Integrated Cross-Media Campaigns

Whether planned or not, all marketing channels work together. Today’s marketing technologies allow you to integrate your message across different media, and measure and improve each step of the way. We can help plan and implement campaigns across channels like:

  • Websites and landing pages
  • Email drip, newsletter, and marketing automation campaigns
  • Direct mail
  • SMS messaging
  • CRM tasks and opportunities

Digital Advertising

Digital advertising programs need to be integrated into other marketing efforts. It is critical to track cost per lead and optimize for conversions, not ad clicks. We can evaluate existing digital advertising programs or implement new programs on platforms including

  • LinkedIn
  • Google and Bing search
  • Facebook, Instagram, and Twitter
  • Google Display Network

Personalized Direct Mail

Overflowing email inboxes, competing with Google and social media platforms for attention, and increasing digital advertising expenses, offline marketing channels are once again being recognized for their effectiveness. Direct mail is well suited to get your messages into the hands of your clients’ prospects.

We can help implement:

  • Personalized direct mail lead generation campaigns
  • Direct mail triggered by sales reps in CRM or prospect behavior in marketing automation systems
  • A range of mail types including oversized postcards, letters, packages, and influencer seeding kits

Moderno’s direct mail services can help define a personalized direct mail program and work with your existing printer or mail house, recommend print service providers, or manage your entire direct mail program.

CRM System Implementation

Digital technologies have eroded the lines between sales and marketing. Digital marketing needs to fully integrate with CRM systems to enhance sales effectiveness, improve lead generation performance, and give both sales and marketing teams the information and control they need.

Services we provide:

  • Troubleshoot and fix CRM data
  • Make sales and lead generation recommendations that leverage CRM data and capabilities
  • Help select and implement a CRM system
  • Integrate website forms and email marketing platforms with CRM

Your B2B marketing services are likely underperforming at your clients that have not yet implemented CRM, putting the account at risk. I can help explain the benefits of CRM, help your clients define requirements, and guide the implementation of CRM systems.

Measure Marketing with Google Analytics

Marketing analytics are an integral part of any demand generation program. Google Analytics, in particular, can provide a wealth of information that can be used to show the effectiveness of content marketing and lead generation programs. Even more valuable is that using Google Analytics reports can show you how to continually improve marketing performance.

Do you have any questions about improving your customer journey touchpoints?

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