Embrace new tools and tactics for online marketing in 2014

The end of the year is a great time to establish what tweaks to make to online marketing in the coming 12 months. For some, this means more content, for others, it means better content. For all B2B marketers it should include a multiplatform approach.

If your marketing campaigns didn't create the type of lead generation you were hoping for, here are some fixes to make this year:

  • Utilize email more: Email marketing is a powerful tool, according to Business 2 Community, and a great way to add a more personal feel to the contact you make with sales prospects.
  • Be a contributor: Write on industry forums and for trade publications. It never hurts to show off the company's expertise in the field.
  • Develop a multiplatform approach: If content has not been optimized for mobile platforms, then many of your online marketing campaigns are not working to their full potential.
  • Improve Web analytics: Analytics can measure traffic to your website and help calculate the return on investment of certain marketing campaigns. However, new tools are available that can show you the actual company affiliation and location of website visitors, improving your site as a lead generation tool.
Sheila Kloefkorn (1031 Posts)

With more than 20 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing,, email marketing, website design, marketing plans.