Browsing all articles from April, 2010
Apr
9




 





Developing Your Online Marketing Strategy starts with segmentation

To identify your most important segments you may consider looking at your most profitable clients.  Prospects that have similar characteristics may reach beyond demographic segmentation, often referred to as firmographics, but may extend to psychographics.  If you’re a professional services firm in the B2B space, consider this chart.  This well known Boston Consulting Group matrix has some fundamental assumptions that since its development in the 1970′s have been improved with more sophisticated models.  However, for the purposes of starting your segmentation it offers a valid framework for assessing the types of clients you may wish to pursue.  It’s difficult to ask your lead how they think, but by observing the type of company they work for you may be able to learn a lot about how the purchasing cycle is about to go.  As in B2C marketing, psychographic segmentation can be an effective tool in identifying your next big deal.


read more

Apr
4




 





How digital marketers can develop their online marketing strategy

Here at Lima Consulting we use a 4 step process to help organizations develop, deploy and measure digital strategies.

Digital Marketing Strategic Planning Framework

Just this week alone we met with four companies, two of which are non-profits, and shared this methodology with them.  In all four cases, the marketing team had several tactics underway, such as an attempt to use Google Adwords, Google Analytics in some cases re-designs and launches to existing websites.  But the strategies, tactics and campaigns were not mapped back to their business objectives. read more

Recent Posts

Archives

Categories

Subscribe

What We Do
Interactive
Consulting
What We Think
Who We Are
Working Together
Our Partners