The Internet has turned the traditional marketing organization chart on its ear. Today, instead of neat columns and rows, marketing is a more interactive circular process with your website in the center.

How the pieces of the Marketing Organization Chart Fit Together:

While businesses still concentrate their marketing efforts on lead generation, the conversion and customer service the tools they use are changing. With the fragmentation of the traditional media outlets like TV, radio and print are being relegated to a smaller and smaller part of the equation. In ever-increasing numbers, people are turning to the Internet to view programs, listen to music and consume news.

Lead Generation 

  • Traditional Media Still Has a Place – Is there a place for these outlets in your media mix? It depends on your product category. Retail, restaurants and events  still  seem to get a boost in sales by using traditional media to introduce their messages to new prospects. Well-done traditional promotions  drive prospects online to your social media profiles or to your website  for more information, creating the opportunity for a longer conversation.
  • Lead Generation – Social – Almost every business can find opportunities to generate leads using social media. The trick is matching the right platform to your business. Sharing nothing but links and promoting just your content is not going to drive results. But if you become a resource and a content expert, people will turn to you when they need your product as well. Platforms like Facebook, Twitter and LinkedIn are a great place to share your knowledge and drive prospects to your website to learn more. We are also seeing a dramatic increase in traffic from visual platforms like Pinterest and YouTube.

Lead Conversion

  • In this phase, it is up to your web site to do the heavy lifting. You need to fulfill the expectations you create on social media and in the real world with good information and an invitation to learn more  with an email subscription, download form or a phone call. Do you have these elements in place? Your email newsletters and drip campaigns help move prospects through your sales funnel.

Customer Service

  • Customer service is part of marketing. This is where you remind customers why they did business with you in the first place. Large companies use search tools to stay on top of conversations, but even small companies can keep one ear to the ground inviting customers to write testimonials and share pictures and comments on all social platforms. LinkedIn even has a wonderful feature where clients can not only recommend individuals, they can comment on your company overall. Are you using this feature?  It is a wonderful complement to your request for an introduction to the next prospective customer in your channel.
The tools are changing, but the basic need to connect all the pieces still exists.  Today your website is at the core of your marketing organization chart.  Just make sure it is supported by all the other tools at your disposal.
 

For more information about how you can use a marketing org chart to help your small business, download our free mini-ebook. You’ll receive in-depth information on using this chart in your own small business to create a cohesive marketing strategy that brings in leads you can convert into real customers.