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digetry Blog - Customer Focused Marketing

Digital Marketing Rock Stars: 5 Trends in the Year Ahead

Posted by Greg Schraff

Not too long ago I participated in an excellent webinar round table, Marketing Predictions for 2018, sponsored by Mention. It featured many rock stars from the digital marketing universe, including Larry Kim, Brian Dean, and Aaron Orendorff, among others from HubSpot, Buffer, and CoSchedule. There were 5 topics that everyone agreed are trends to pay attention to. And, I identified a 6th, bonus trend, that all the panelist had in common . . .


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Topics: Digital Strategy & Marketing, Thought Leadership

Craft A Unique Value Proposition & Drive More Leads Online

Posted by Greg Schraff

I’ve talked a lot about what’s required to generate leads online, and I’m not referring to just getting a couple leads here and there, I’m talking about building a process to predictably produce qualified leads on a consistent basis. 

At a high level, your Target Market, Offer, and Services need to be aligned. Within each of these three elements there are steps you need to take in order to ensure alignment, which is all documented in our Lead Generation Blueprint.

In addition, you must bring an intense Focus to the process.

Trying to be everything to everyone is a recipe for failure, particularly when it comes to B2B lead generation.

For example, one mistake I see a lot of small and mid-sized business make are websites that promote a laundry list of services to deliver on a vague offering for a wide range of target markets.

Compounding this mistake is another common error that I see (or don’t see, in this case): the absence of a differentiating value proposition.

Not knowing, or at least not articulating, what makes your business unique and worth your customer’s money and time is a missed opportunity to attract and engage your ideal prospect.

So, in this post we are going to discuss how to create a differentiating value proposition, one that clearly articulates the rare value you can bring to your customers and why someone should work with you.

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Topics: Digital Strategy & Marketing

What's the Best Advice for Someone Starting a Business?

Posted by Greg Schraff

I know that there are many people out there who, like me, have had an idea to start their own business.

But because of the complexities of marketing and minimal knowledge of where to begin some give up or stall because their business never gains the momentum necessary to sustain itself. 

There are as many resources for starting a business as there are components to running one.

But, when anyone asks me, What’s the best advice for someone starting a business, my answer always is, every business starts with a sale.

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Topics: Digital Strategy & Marketing, Thought Leadership

Website Lead Conversion Best Practices: 27 Things to Optimize

Posted by Greg Schraff



The 27 things you need to optimize in your online marketing in order to achieve consistent and predicable lead conversion

As the saying goes, when it comes to creating a successful business everything starts with a sale.

Generate sales and things have a tendency to fall into place. Struggle to get sales, and your business flounders.

But, in order to get sales you first need to generate interest. That is, you need to generate leads – and the best, most effective way is to get these leads online.

Lead generation is especially important if you sell professional services   

Because the price point is higher with services, the sales cycle is naturally longer, and a lull in your lead flow results in a sales drought – often the dagger for young, cash strapped businesses trying to get off the ground.

Without a steady stream of qualified leads business growth will be unpredictable, at best.

Achieving lead flow is not easy, especially if you are building your prospect list from scratch, but it can be done. Like every other aspect of business, if you want success you need a plan, and you need to execute this plan on a regular and consistent basis.

This blog post is that plan – it is the ultimate guide to lead conversion: a 27-point, best practice outline to generating and converting new B2B leads online.

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Topics: Digital Strategy & Marketing, Lead Management

The 6 Essential Lead Conversion Metrics You Must Track

Posted by Greg Schraff

If you’ve been following this blog post for the past 3 months or so, you’ve arrived at the last entry of the lead conversion Blueprint (and if you are just joining this thread, you can catch up here). 

By now, you should be ready to launch your pilot campaign

But remember, marketing is testing, and if you aren’t tracking and measuring the performance of your campaigns there isn’t much point in launching it at all.

So, without further ado, here are 6 essential marketing performance indicators that every business needs to track and measure for B2B sales leads.

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Topics: Digital Strategy & Marketing, Lead Management

The Process for Creating a Successful B2B Lead Generation Campaign

Posted by Greg Schraff


You’ve done all the research and work required to understand your Target Market, craft your Offer, and align your Services to reach and resonate with the best sales prospects and customers for your business.

Now it’s time to put it all into action! 

It’s time to create a campaign that draws upon all the steps in the B2B Lead Generation Blueprint and start generating new sales leads online!

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Topics: Digital Strategy & Marketing, SEO, Lead Management

3 Keyword Best Practices for B2B Lead Generation

Posted by Greg Schraff

When it comes to B2B lead generation, keywords is what everything is built upon . . . your web and landing pages, blog posts, offers, emails, even the conversations you have with your customers.

As such, keywords help in all four phases of the customer journey: Attract, Convert, Close and Delight. 

When it comes to lead conversion it’s the first two phases that we’re interested in.

Attract – Keywords help prospects understand what your business does; Create content that includes keywords that can be found by search engines!

Convert – Now that we’ve attracted people to site, use keywords in your offers to convert visitors to leads!

Below are three best practices to help create a keyword strategy that results in more qualified leads for your company.

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Topics: Digital Strategy & Marketing, SEO

How To Identify the Premier Marketing Channel For Your Business

Posted by Greg Schraff

Of all the possible digital channels and options at your disposal to market to your target audience, how do you know which ones to use?

The answer is obvious: it’s the marketing channel that best reaches and resonates with your customer!

Satire aside, the answer is NOT that obvious. 

Do you even know which marketing tactic is most effective? Most small business owners do not.

You can go on gut, feel, intuition, or whatever you want to call your customer ‘insight’. Of course, the most reliable indicator of success (or failure) is your marketing data.

But what if you don’t have that type of data? Or what if you are just starting off and it doesn’t yet exist, then what do you do?

You can use a tool called the Heat Map.

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Topics: Digital Strategy & Marketing, Lead Management

The Secret to Attracting the Best Prospects Online

Posted by Greg Schraff

Your company probably offers many different services.

In order to attract and generate the best, qualified leads for your business, however, it’s important that you emphasize and promote the right services

Concentrate on the services that are most valuable to your target audience, and which directly support your Offer

Then, align your services with your customer’s online behavior and the marketing channels they use to get their information.

There are five best practices to ensure that you are promoting the services that will attract your best prospects and customers.

In this blog post we are going to cover the first one of these: Services Alignment.

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Topics: Digital Strategy & Marketing, Lead Management

How To Successfully Map Your Marketing to the Customer Journey

Posted by Greg Schraff

What if you knew the questions your customers and prospects were asking at each stage of the sales process? (Tweet This!)

If this were possible, you could reach out to them at any point in time and address their needs.

This surely would create satisfied prospects, and would most certainly move them along the customer journey, one step closer to buying your product or service.

Well, this is no hypothetical scenario. This is something you can actually execute yourself.

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Topics: Customer Decision Journey, Digital Strategy & Marketing, Lead Management

About this blog

This is digetry's blog where you will find all sorts of valuable marketing ideas and practical information about how you can generate more leads online.

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