By Brad Shorr
The worst way to approach Internet marketing is also the most popular: haphazardly. Companies all too often dabble in this or that, social media one month and email marketing the next, until they have squandered their budgets with very little to show for it.
Other small businesses – ones far more successful in generating sales leads – take a systematic approach, executing well thought out and sustainable campaigns for SEO, PPC, email, social media or display advertising. Over time, these campaigns bear fruit, creating a lead pipeline providing plenty of fuel for growth.
There is a step beyond systematic Internet marketing, however, and that is eco-systematic marketing. The shortcoming of many well-structured campaigns is gaps. In other words, something is missing, something invisibly causing the campaign to under-produce or outright fail.
This is why we at Straight North, an SEO Chicago company created the Lead Generation Ecosystem infographic. It helps people visualize all of the components of a complete Internet marketing lead generation campaign, from lead sources to analytics to handoff to sales. If something is missing (a reporting system and lead validation are two common ones), this infographic will enable you to spot it.
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Brad Shorr has over 25 years of marketing experience. He is Director of Content Strategy for Straight North, a B2B Internet marketing agency. Brad’s articles have appeared on leading online publications including Forbes, Entrepreneur and Moz.