Issue 7 Summer 2015
marketingblatt.com w-4.com Inhalt
Marketing Automation in B2B
Marketing Automation in Sales
Marketing Automation Basics
Content Promotion
Content Marketing
Content Listening
W4-Employee Interview
More traffic, more leads, more sales: Automate your marketing.
Are sales specialists becoming superfluous?
Leads: develop and assess sales opportunities.
Seek and you shall find. Better: Be found and win!
Search engine optimization: context over keywords!
The web never sleeps. Listen and profit!
Janine Rost, Head of Content Studio
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MORE TRAFFIC, MORE LEADS, MORE SALES
AUTOMATE YOUR MARKETING A few years ago, sales and marketing departments were still separate entities in many companies. This has long since changed with options such as big data, different data analysis tools or various marketing technologies that the Internet provides us with However, one disadvantage of this development is also the increased potential for conflict between the two departments: marketing is now taking on some
these days. The two departments are becoming ever more entwined thanks to modern technology and software. The result is that marketing is taking over more and more parts of the actual sales process. This is both, a challenge and a tremendous chance.
lead generation, which used to be part of the sales department’s job. Likewise, the sales department can now also give their colleagues in marketing the
responsibility for too few leads, which used to be their own remit. Back to the future! Many companies have researched your products or services and made a decision to buy well in advance of the use of new technology. This is precisely why it is important to get them excited about what you offer with interesting content. We use software for this that observes and analyses in detail your buyers’ behavior on your website. Individually tailored content can then help you to gain more qualified leads for your sales department later on. So, instead of delivering any old content, marketing automation also tries to offer the right content at the right time.
«Your buyers receive targeted advertising that interests them but doesn’t annoy them. The result: more traffic, more leads and so more sales.» We can offer you two marketing automation systems to help you achieve your goals: Oracle Eloqua for large enterprise solutions and HubSpot for small and medium-sized companies. W4 is a certified solutions partner for both systems. Establishing a qualified lead can be pretty time consuming. Marketing automation can be used to completely automate many activities. Potential buyers and business partners are accompanied all the way from information gathering to the purchase. During this process, not only is a user profile created, it is also constantly updated with new information to make communication even more personal. Further useful content means that new prospects for qualified leads can also be gained. Regular communication also means that contact with these users is not broken off so quickly. Continue reading on page 2
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2 | Issue 7 | 2015
Before
Now
Marketing Communication
Raise awarness Interest Prospect Getting acquainted
Qualified Lead
Evaluation
Accepted Lead
Business Case
Qualified salesopportunity
Personal Sale
Purchase
CHF / $ / €
Example: How exactly does marketing automation work? A company wants to access a new service. It therefore researches the issue on the net and comes across your website. In return for some information (e.g. name and email address), an eBook can then be downloaded from a purpose-built landing page. These interactions (downloads, website clicks, visits from social media pages etc.) are then collected by the system to generate targeted contact. Then comes the most important step: the qualification of the lead – also known as lead nurturing. Here, it is important to give the interested party the right information at the right time – depending on the lifecycle phase the lead is in at this moment. Using the marketing automation software we offer, you can even send them more information afterwards. You can also customize this (for example with a personalized greeting) so as to prepare the lead for the sale in an ideal way. An important part of lead nurturing is lead scoring. A lead scoring model helps you to keep track of a lead‘s development: every interaction counts. The lead‘s score will help you to determine when a lead is ready to make a buying decision. It is vital that both marketing and sales agree on a lead scoring model.
«The right content at the right time - marketing automation brings personalization to the next level.» On to the next level! In addition to reducing your business’s marketing
expenses, the benefits of marketing automation are clear: more traffic, more leads, more sales and better measurability of your overall marketing activities. But one thing is for sure: by introducing marketing automation, you will be well prepared for future tasks and challenges and ready to take it all to the next (marketing) level.
What are the most valuable marketing automation features? Lead nurturing
57%
Analyses and reporting
52%
Segmentation
39%
Integration features
34%
E-mail marketing
34%
Campaign management
30%
Lead scoring
25%
Creating landing pages
12%
Source: Ascend2 & Marketo: Marketing Automation Survey
Using marketing automation will help you to: n Increase business success: increase your traffic, generate more leads and increase your sales. n Keep full control: thanks to the available software, your marketing activities are even easier to measure. n Stay flexible: marketing automation offers you quick, easy, complete and fully automated application options. n Take a leading role: use modern technology and software to take things to the next marketing level.
Our Service We will be delighted to advise you on the available software providers and help you in developing your own campaign. Drop us a line!
Learn more about marketing automation with our white paper on the topic. Use this QR code to download it for free.
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Issue 7 | 2015 | 3
MARKETING AUTOMATION
ARE SALES SPECIALISTS BECOMING SUPERFLUOUS WITH THE RISE OF MARKETING AUTOMATION? Generating qualified leads is the Sisyphean task of every sales specialist. No matter the effort, there is always the risk of the rock rolling back into the valNothing will stop the triumph of marketing automation: statistics reveal that more and more companies rely on tools like HubSpot and Eloqua to make their marketing efforts more effective (see infographic). However, this does not mean that the marketing department has nothing to do anymore. Instead both marketing and sales are becoming more aligned with one another, which is a good thing as they are essentially pursuing the same goals. Marketing automation is nothing else than software that monitors and analyzes the online behavior of potential clients in order to trigger content that suits exactly their needs. Prospects become leads by
ley. Marketing automation has made this strenuous process a lot easier. Is this the end of the traditional salesperson?
interacting with the content the marketing team has created. And with every interaction, the software learns more about the user to guide him or her towards a purchasing decision. This obviously means that the typical tasks of a sales person such as identifying prospects, nurturing leads and pitching offers now happen automatically. Potential clients already know about the products and services of a company very well. The salesperson as pitch master has become a thing of the past. The Sales Specialist as Problem Solver Does this mean that sales personnel has become expendable? No! It only means that the sales
department has to adapt to changing circumstances. Never have clients been this close to companies: they are always only one click away. Social media channels, blogs and other websites always keep them up to date. They do not need anyone to explain products and services to them. All of this is happening automatically nowadays. Salespersons do not need to get the ball rolling anymore. What is needed is a collaborative approach. This means that sales specialists are well advised to see themselves as problem solvers. Marketing automation provides them with all the data they could ask for. All they have to do is put that data to work. The essential question they should ask themselves, however, is not “How can I sell a product to a client?” but “how can I help clients to achieve their goals?” The cornerstone in sales is not the sale of a specific product anymore. It is not about the price of a product, but about its value: A salesperson’s job is to show clients the added value of what they are selling and not that they possibly offer it at a better price than the competition. There is no denying the benefits of marketing automation in sales: The automated, targeted triggering of content improves the user experience as users now get the information they are really looking for. From a sale’s perspective, work is becoming more effective. On top of that, every step of the customer journey can be observed in real time, which means that marketing and sales strategies can be optimized constantly for maximum effect. As solution providers, who do more than just sell stuff, salespersons establish trust and can count on clients’ loyalty in the future.
According to marketers, the advantages of Marketing Automation are:
36%
Reducing repetitive tasks
30%
Better targeting of cutomers
10%
Improving customer experience
9%
Better email marketing
8%
Reduction of human error Source: serchenginewatch.com
Download a free infographic on marketing automation with this QR code for free.
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MARKETING AUTOMATION
LEADS: DEVELOP AND ASSESS SALES OPPORTUNITIES
Marketing automation can be a tremendous help for lead generation, providing leads with the right information at the right time and guiding them towards a Your search engine ranking is great and your website draws traffic from various sources. Still, all that traffic does not generate leads. The reason for this could be that you communicate to a widely distributed mass of people. A targeted approach requires that you know something about your visitors in order to make specific offers. A common way to do this is the contact form. Contact forms generate leads Marketing automation reaches its full potential only when it can provide users with personalized content. This is impossible without data. This is why contact forms are an important ingredient of every sound marketing campaign. They usually consist of several questions and are commonly placed on landing pages. The objective is to get contact information from website visitors. In exchange for their data, users get access to exclusive content, such as white papers, case studies or special offers. Contact forms are not only used to generate leads, but also to learn more about already existing clients. This additional information can be used by the sales team to have more targeted interactions with leads. Attention: Two to three questions per form suffice. If you ask to many questions, people will become suspicious. If your download content is hardly downloaded, you should consider to take some items off the form. When establishing contact it should be enough to ask for name, e-mail address and something that gives some clue about the lead›s characteristics, such as job position. You can ask for more information the next time s/he is interested in downloading something from your site. Now you can create a user profile. Marketing automation now tracks the user›s behavior online and gathers valuable data without you having to explicitly ask for it. But how do you know that a lead is ready for your sales pitch? Lead scoring does the trick!
purchase decision. But how are leads generated and how does one know that they are ready to complete a business transaction?
Every interaction counts Lead scoring models evaluate leads according to two factors: one is the lead›s profile, the other is concerned with his or her engagements. Whereas the profile contains all known characteristics of a lead (such as industry, job title, revenue etc.), engagement relates to the lead›s digital behavior. How often has a lead visited a website? What links were clicked and how much time was spent? In order to really assess the lead, marketing and sales have to decide how important certain aspects are compared to others. This depends on many factors, such as target groups. If your are primarily targeting marketing managers, sales assistants will receive a lower score. The objective is to find the lead with a perfect profile and a high amount of engagement. Only we both factors are taken into consideration the lead can thoroughly be evaluated. In any case, it is important that marketing and sales team work together and agree on their lead scoring
Things to consider:
Prospect Lead nurturing activities by the marketing department
0-29 POINTS Lead
30-29 POINTS
Further lead nurturing acrivitiesto bring the lead along the buyer‘s journey
Sales Ready Lead
60+ POINTS
Contact is ready for direct communication with the sales team
model. This means both departments have to cooperate and communicate in order to create an effective lead scoring model.
n Lead nurturing processes are as individual as your leads – personalize! n Patience: some purchase decisions take time. Keep leads interested with interes ting content. n Be accessible: 35-40% of orders go to the vendor who is the first to reply to an inquiry (source: insidesales.com).
n n n n n n
Opened email 1 point visited landing page 3 points job title 3 – 5 points completed contact form 5 points visited product page 5 points white paper download 10 points
n Emphasize your competences to reassure clients. n Document, analyze the data you acquire during the lead nurturing process.
Learn all about marketing automation in our exclusive white paper.
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Issue 7 | 2015 | 5
CONTENT PROMOTION
SEEK AND YOU SHALL FIND. BETTER: BE FOUND AND WIN!
We have witnessed an exponential growth of content in recent years. There are innumerable blogs, websites and social networks. To turn an idiom insideout: we miss the individual tree for the forest. How You can either talk as loudly as possible in order to be heard or you realize that good content by itself will not get you the recognition your are hoping for. A pop star turns into one only because there is a team that ensures the music is heard. Even great content has to be promoted before it can sell something. There are three ways to do this and it is best to rely on a well-balanced mix of all of them: owned media, earned media and paid media.
«Even great content has to be promoted before it can sell something.» Owned media Owned media are company-owned websites, blogs, newsletters and profiles on social networks such as Facebook, Tumblr or LinkedIn. It goes without saying that these media are used to publish and promote the content created for/by the company. However, it is easier said than done as the content or the way it is promoted should fit the channel that is being used (e.g. blog versus Twitter). Paid Media: Buy Attention at a Bargain Great content markets itself! – People who rely on this will be disappointed quickly. Sure, there is no attention without content that appeals to the targe-
does one make sure content gets the attention it deserves? Quality by itself is not enough. The content has to be promoted. Various tools will help you with that.
ted audience. But many people are interested in your target group. How are you going to stick out from a group of suitors vying for attention? Think less advertising and more in terms of public relations and you will get there! What you need is to get the content in front of people’s eyes. The rest will take care of itself as long as you have great content! Various tools help you to promote your content: Facebook: You can reach people who do not follow you on Facebook as well. Using Facebook Ads, your content can show up in the news feed of people who have not liked your profile. The good thing about Facebook is that targeting is very specific.
«Great content markets itself! – People who rely on this will be disappointed quickly.» StumbleUpon: On this website, users “stumble” through the internet. StumbleUpon delivers websites to its users that suit their interest. Among these stumbles are also paid discoveries: Companies can pay the site to get their websites in front of users at a fair price. In general, this is a great tool to drive traffic. However, StumbleUpon especially appeals to a younger, college-age demographic, which is why not every content will work here.
Outbrain: Outbrain has a network of websites that publish content. For a small fee, Outbrain will make your content appear on sites that suit your target groups. Plista: This Berlin-based company is very similar to Outbrain. Again, cooperations form the cornerstone of its business. However, Plista also allows you to create ads. Earned Media: Enjoy the Echo The attention you have earned is the most valuable. However, it is also the hardest to get. What this refers to is content that is shared by people simply because they found your content and liked it enough to let their friends and contacts know about it. This also means that you cannot get earned media without the other two. People have to be able to find your content somewhere. That is why it is best to rely on a combination of owned, earned and paid media. Moreover, the content promotion strategy should be clear before you actually start creating content.
Our service Find and enchant your audience. From creating content to promoting it – we will help you! Get in touch, we’d love to talk to you about content promotion.
Organizational goals for B2B content marketing
82%
74%
71%
68%
64%
57%
57%
47%
45%
Brand awarness
Lead generation
Customer acquisition
Tought leadership
Engagment
Customer retention
Website traffic
Lead management
Sales
Source: Content Marketing Institute
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CONTENT MARKETING
CONTEXT OVER KEYWORDS Many people believe that all you have to do to show up in the top search results is to frequently use the proper keywords in your texts. Yet this does not suffice anymore. This does not mean that the aspect Like any other search engine, Google is constantly working to optimize its services, which is to provide users with helpful search results. For a long time, keywords were considered paramount to relevancy and many companies took advantage of this. Meanwhile, Google does not provide the keywords that lead to a page visit anymore. This is so because Google does not want this to be the determining factor for creating content. Why, you ask? The answer is simple: Everyone can find out which keywords are relevant and create generic content around them. However, keywords alone do not say anything about the quality of the content and whether it is actually providing the information a user is looking for. But this is exactly the service Google wants to provide: helpful search results.
«Content created solely with an eye on SEO criteria often appears generic and interchangeable. Content should be original and authentic to be of value.» However, this does not mean that the basics of search engine optimization (SEO) have become irrelevant. Keywords, meta descriptions and URLs still matter – albeit to a lesser degree. By themselves, these classic SEO measures will not bring the desired success, i.e. more traffic, more leads and more revenue. Technical aspects like web programming aside (e.g. responsive design), content has become paramount to assessing the search-related relevancy of a website. This is a good thing as this is actually the reason why websites exist in the first place: to make valuable information accessible. And this should be done in an appealing manner. Content
of keywords should be neglected, but that great content is much more important to successful marketing. So do yourself a favor and stop boring you audience with texts that could have been written by robots.
The benefits of original content: n
visitors are more invested in your content and will have positive associations with your company
n
visitors return to see if there is new content (customer retention)
If you do it the right way, content marketing will benefit your company in the following ways: 4 Marketing will be able to assist the sales department with client data 4 Raise brand awareness
n
visitors will think of your company as authentic and competent (brand awareness)
4 Generate more traffic, more leads and more returning customers 4 Be recognized as a thought leader
n
visitors will share your content online and increase your reach n
n
visitors interact with your content and reveal valuable (contact) data (e.g. by filling out forms to access exclusive content like case studies etc.) you climb up the search engine rankings
created solely with an eye on SEO criteria often appears generic and interchangeable. Content should be original and authentic to be of value. Compelling Content – But How and for Whom? There are many types of content and they all require different channels for distribution. While social media like Twitter and Facebook are great to interact with audiences and are perfectly suited to distribute content you have published elsewhere, a corporate blog is the perfect tool to provide insightful content. A corpo-
rate blog is not a platform you should use to publish press releases and product information. A blog should be focused on knowledge. Use it to present solutions your target group might encounter and/or to write about industry news or to allow customers a peek behind the curtains. A mix of topical content and evergreen content should make up your blog, which should publish regularly new posts (at the very least once a week). The latter describes content such as tutorials and best practices reports that stay relevant for a long period of time and therefore will continuously draw traffic to your site. Topical content refers to news such as new developments in the industry or reports on events. This type of content brings short-term traffic. Not only blogs benefit companies that want to increase the ROI of their marketing activities. Case studies and white papers offer added value to prospects and clients for which they will regularly visit your site. Such content should be made available after users have completed a contact form. The data they reveal will be very valuable to your sales team and will furthermore help you to continue to optimize your marketing activities. Still, before you start producing tons of new content, you should also ask yourself for whom you create it. High quality content does not only refer to originality, but most of all to usability to your target group. Who are your clients? What interests them and which online channels do they prefer to use?
Our Service From website to blog, from storyboard to infographic – as a full service provider W4 creates content that appeals to your audience. Get in touch!
Download a free infographic with lots of facts and writing tips using this QR code. Like all good things, it is free!
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Issue 7 | 2015 | 7
CONTENT LISTENING
SOCIAL LISTENING: LISTEN AND PROFIT! Do you know what people write about you online? Do you know your clients well enough to know what enthralls and what bores them? If not, it is about time Social Listening: Straw Fires Easily Become Wildfires Web 2.0 was transformative for marketing. Whether it is social networks or blogs: people share experiences, opinions and images of cats freely, immediately and with ease. This also means that people talk about brands and products. Companies should be a regular visitor in these virtual places in order to interact with audiences and to market their services. However, one should pay attention to what is happening outside of the company-owned Facebook fan page as well: How often do people talk about your products elsewhere? Is the conversation neutral, positive or negative? These are question that are probably very interesting to you. But there is even more to it. This is why you should invest into social listening: Strategy: You are probably on one or the other social network. But which network is the one on which you are most frequently a conversation topic? Where do people talk positively about you? Use this information to optimize your social media marketing strategy. Focus on platforms that really matter to your brand. Product development: Clients do not always get in touch with if their think of ways to improve your services. However, if you keep an eye on the conversation about you, you will learn a lot about what clients like about your products and what leaves them dissatisfied. It is also worthwhile to keep the whole industry on your radar: are there needs that none of your competitors fulfill? Be the innovator and close that gap! Image: Do people like, love or hate you? Some brands have had to endure vicious shitstorms because they did not take client feedback online seriously enough. Make sure you do not miss a thing and react to complaints in a timely manner! A single complaint can reach thousands or even millions of people in a matter of a few hours. This could seriously damage your brand’s reputation. Social listening helps you to manage your reputation online and allows you to improve on your service!. Identify influencers: Whether it is blogs or YouTube. Some people have a huge online following. Are some of these people talking about your brand? If so, try to get in touch with them. Maybe they are interested in a partnership. You cannot have enough influential friends by your side. But first, you have to identify them! Keep an eye on competition: Do not only focus on your own brand. What is the competition up to? How do people talk about them online? What are the most talked about trends in the industry? How can you optimize your strategy to differentiate yourself better from the competition? Content listening: you are what you click Just like social listening, content listening is software that analyzes user behavior. Which content do they click? What are they looking for? Are there topics that are especially valuable to them? Decisions for or against specific content gives away a lot about what they need.
you start listening. It is about time for social listening and content listening strategies! There are many tools that will make it easy for you.
The two main benefits of knowing your social media audience: n Content listening enables you to produce content that is interesting to clients and keeps them invested in your brand and turns them into returning customers. This will also provide valuable data in the lead nurturing process. n Create buyer personas. The more you know about clients, the better you can serve their interests. You can address clients in a personalized manner and make individual offers to them. This will greatly simplify the sales process for you!
Count on marketing automation solutions such as Oracle Eloqua to do content listening. Marketing automation software remembers the interests of individual users and creates corresponding profiles. Returning visitors receive the information you want thmen to see at their respective stage of the customer journey. Moreover, the software has features that allow you to do social media marketing as well (including social listening).
The advantages of social media marketing for your company: 4 learn more about your customers’ interests and needs 4 gain in-depth insight about how people talk about you online in real-time 4 keep an eye on industry trends and your competition 4
optimize your social media marketing strategy to increase your ROI
Our Service We gladly advise you on the benefits of social listening for your company. We can also assist you in developing a social media strategy that really meets your needs. Get in touch! Interested in receiving the print version of the Marketingblatt for free twice a year? What are the best social listening tools on the market? Learn more in our social listening white paper!
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8 | Issue 7 | 2015
W4 Short Profile W4 connects marketing expertise with cutting-edge technology. For more than 20 years, we have built the perfect stage for industrial goods and sophisticated services – amongst others, with marketing automation solutions, promotion campaigns, enterprise websites or mobile apps and with data pools linked through intelligent interfaces.
INTERVIEW
EMPLOYEE
SERVICES Conception and Developing a strategy Sales Factory Content Studio Mediadesign, Illustrations and Animations Software Development Management Systems SOLUTIONS Marketing Automation Content Personalization Content Marketing Enterprise Apps Optimized Landing Pages Digital Marketing/SMO Video Content E-Mail Marketing SharePoint Branding 3D-Visualization Exhibition Marketing Text Creation and Online Journalism Online Communication Corporate Communications Advertising Campaigns Print Communication Personal-Marketing Marketing Cooperations Mobile Marketing Social Media Marketing Search Engine Optimization (SEO) Illustration Google Adwords
PRODUCTS Act-On Akeneo CommunityNet Dynamische PDF‘s HubSpot Magento Moving Image 24
Open EMM Oracle Eloqua ProductEnabler Typo 3 WebPrePrint WordPress
LOCATIONS SWITZERLAND Idastrasse 14, CH-8003 Zürich Tel.: +41 44 533 50 35 Aeschenvorstadt 71, CH-4051 Basel Tel.: +41 61 500 04 20 Voie du Chariot 3, CH-1003 Lausanne Tel.: +41 21 533 50 40 GERMANY Königsbrücker Strasse 70, 1. HH DE-01099 Dresden Tel.: +49 351 418 889 50 Scherlstrasse 18, DE-04103 Leipzig Tel.: +49 351 418 889 52 info@w-4.com, www.w-4.com
Janine Rost manages the content studio at W4
From Good-to-Have to Must-Have: Content Has Become a Key Success Factor in Marketing Ms Rost, which role does content play in marketing? Janine Rost: The biggest it has ever played. Never has high-end content been so important as it is today. Google›s Panda update has a lot to do with this as it shifted the attention away from keywords towards the relevancy of content. That does not mean that SEO measures such as meta description etc. have become irrelevant. It means that without compelling content such measures will be pointless.
«Original and authentic content appeals to search engines and their users which is exactly the way it is supposed to be.» On top of that, the visuals should be interesting as well. The possibilities are seemingly endless. Images and videos are great ways to set the stage for products and services. Companies are advised to take this into consideration when planning their budgets. That websites should have an identifiable structure should be self-evident. Moreover, corporate design, corporate font and a logo give a brand its identity and make it recognizable. All in all, there is no successful marketing without a professional content strategy. What does this mean in practical terms? Janine Rost: The target group is key in determining the right content strategy. The type of content, the visual language and the right channels all depend on who you are marketing to. Every client is different. They target different offers and are at different points of the customer journey. The better I know a client, the more personalized can I marked to him or her. It is about getting the right content in front of the right client at the best possible moment.
Director: Jörg Wenzel
About the Journal Issue 7 SUMMER 2015 Publisher and Editorial Office: W4 Zurich Edition: 2000 Ex
Content or social listening are great ways to find out which topics are relevant to potential clients. In what context does a client talk about my brand? How well does a new product fare? What is being criticized? Special social listening software scans the world wide web for you and provides answers to these pressing questions. This information is not only valuable in terms of product and service
optimization, but to the overall content strategy as well. A nice side-effect is that you also keep an eye on the competition with these tools. How important is the differentiation of individual media when developing the company›s communication strategy? Janine Rost: Very important. Different content needs different media. Corporate blogs are for example great to showcase competences and write about practical experiences. Press releases and data sheets have a place on the company website. Facebook, Twitter and other social media are used to share content online. Social media are still relevant? Janine Rost: Absolutely! The use of social media expands a company›s reach. Facebook, Twitter, Xing and LinkedIn are great to interact with thought leaders who may share content on their sites. In term of budget, only very little is required to target users via paid reach for example. Social media are also helpful in terms of search engine optimization.
«Last but not least: social media are interactive and therefore perfectly suited to improve customer service.» Client interactions: how can content be used to generate leads? Janine Rost: Professional contact forms get the best results. However, nobody enters their data into a form without having a good reason to do so. You have to offer leads added value in exchange for their data, such as download content like white papers or case studies. What does every website need to have in your opinion? Janine Rost: Without a doubt: responsive design. It should be the standard nowadays. Not only do users increasingly go online on mobile devices, also because Google is punishing websites that are not optimized for mobile access. Thank you for this interview.