If your potential customers are fish, then your digital marketing strategy is your net. And how many fish can you really catch with a net full of holes, anyway?
Vital Co-founder Zac Gregg was today’s guest on The New Hampshire Brand Project on Portsmouth Community Radio, WSCA, where he spoke about digital marketing and the importance of fixing those holes.
Hosts Michael Cameron and Kristi Baxter interviewed Zac on digital marketing and lead generation, the growth of Vital (named on the Inc 5000 as the #1 fastest-growing private company in Portsmouth, #3 in NH, #1442 in the US), the evolution of Vital from a branding agency into primarily a digital marketing agency, the economic vitality of Portsmouth and keeping a company culture strong enough to attract and retain young talent.
Zac talked more about the importance of a strong foundation to an effective digital marketing strategy — taking into account conversion strategy, personalized content, the buyer’s journey, conversion rate optimization, etc., is how you make sure your net is in good repair. It’s only after fixing your net that you can start fishing effectively, through social media strategy, email marketing, SEO, etc.
Your typical B2B company is fishing with a net that has a bunch of gaping holes in it. They’re incredibly inefficient in their marketing. And I think it all stems from the fact that maybe marketing has always been an inefficient method, previous to the digital age, in that it was hard to measure. In today’s environment, we don’t do anything that’s not measurable. In fact that’s where Vital really finds its niche. We don’t work with companies who don’t want to measure stuff — because if you can’t measure it, you can’t make it better.
In this world of digital marketing, you can now measure everything. And therefore, we can be efficient and so if we want to be efficient and we want to be accountable to results, digital marketing is this wonderful playground that we can do it. But what we find is a bunch of people come into this playground with a bunch of huge holes in their net.
— Zac Gregg, Co-Founder & Managing Partner of Vital
And evaluating the net is where Vital starts with all of our clients.
You can listen to the full show here: