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Few inventions over the past 100 years have impacted human day-to-day lives as drastically as the introduction of the Internet in 1991. Creating a reliance on computer-generated contact across the board for work and play, it was a game-changer for marketers trying to get their products and offers in front of as many potential consumers as quickly and as cost-effectively as possible.

Until the 90’s most businesses were still relying solely on direct mail, telephone marketing and face-to-face contact from the occasional friend, a relative or a friendly stranger to gain leads. But, as more consumers began to sign up for personal email addresses in droves, the idea of email blasts was born. The idea behind it being that you contact as many people as possible and surely someone would bite. Then came the crackdown by the government over data protection and anti-spam legislation that gets more intense year over year. The ease of use and cost-effectiveness of email campaigns, however, continued to grow in popularity and marketers became more strategy-driven as they learned to create targeted campaigns that reached the consumers who were more likely to be interested in the products they had to offer. “By 2010, it was reported that 48% of all online marketers were using triggered, targeted email tactics”.

If email marketing is tied for first place, what other digital lead generation opportunity also reigns supreme? The answer is content marketing. For those unfamiliar with the term, content marketing is “a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action”.[3] Essentially, with content marketing, you provide your audience with information that they want to read, hear, see, without requiring them to purchase anything. It establishes you or your company as a trusted source to visit and creates a relationship with them that will draw them to you when they are ready to purchase. You will be able to skip right over the “hard sell” because they will be coming directly to you. There are many different opportunities for you to utilize when creating valuable content for your target consumer base. Consider creating case studies, videos, e-books, presentations or even blogs like this one – any of these suggestions will allow you to position yourself and your company as experts in your field and give you a leg up on the competition when a consumer is ready to purchase a product or service.
There are nearly 3.5 BILLION internet users across the globe. If you are not focusing your digital marketing efforts to include both email and content marketing options, you are leaving an immeasurable amount of money on the table.[4]

ProFit Marketing Solutions specializes in email and Facebook integrated marketing campaigns that will get you the traction you need in your space. Contact us today to set up a strategy session and

[1] “The Evolution of Email Marketing”. #TransformNow.Digital Transformation-Shaping Your Digital Future. Web. 24 May 2013.

[2] Nanji, Ayaz. “The Most Effective Digital Lead Generation Channels”. MarketingProfs. Web. 25 Aug. 2016.

[3] Steimle, Josh. “What is Content Marketing?” Entrepreneurs. Forbes Magazine. Web. 19 Sept. 2014.

[4] Internet Live Stats