Three modern marketing strategies your business needs now

Happy new year! as we head into 2017, we have 12 months of opportunity ahead of us. With all that runway, and lots of goals to accomplish, how do you plan to move the needle this year? Consider adding a few modern marketing strategies to your game plan this year. Here are a few to consider whether your goals are to drive awareness, leads or revenue. If you’re wondering what modern marketing is, in a nutshell, it’s marketing that is measurable, scalable and accountable. But you can read more about how we define what modern marketing is here.

modern marketing strategies

Beef Up Lead Gen With Inbound Marketing

If one of your goals for 2017 is to drive more quality leads to your sales team, then inbound is the name of the game. Inbound marketing is the process of attracting your target buyers to you. Once you do, you convert them with educational content. Over time, you provide extra content. As you do, you move them through the buyer journey and get them sales ready, increasing sales success.

On our home page, you’ll see the stages of the inbound process: attract, convert, nurture and delight.

Adding this modern marketing strategy beefs up efforts to attract leads and grow revenues. Inbound works kind of like a snowball. In other words, the work done each month builds on itself, creating momentum.

Want to learn more about inbound marketing? Download this inbound marketing checklist and see what an inbound campaign looks like. 

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Double Down Modern Marketing With Remarketing

More than 95% of site visitors are not ready  to buy. Are you just going to spend all this time and money to attract a visitor and let a majority of them fall through the crack? I don’t recommend it.

We can use inbound marketing to increase conversion and provide content to aid a prospect in their shopping journey.

We can also leverage remarketing to increase the rate of conversion.

A site visitor who receives a retargeting ad is 70% more likely to convert than a visitor who  isn’t.

Retargeting is a modern marketing strategy that let’s you double down on your investment. It allows your brand to stay top of mind during your target audience’s  research phase of the buyer journey. This is a critical time to get them to sign up for a demo, email list or piece of content.

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Find Incremental Growth Via A/B Testing

What drives more opportunity for your business, free demos or instant access to webinars? What kind of call to action is more provocative, get started now, or free sign up? Do you know?

Welcome to the world of A/B testing. What was once left to the highest paid person’s opinion, is now left to data to decide. Creating a testing culture is a modern marketing strategy that can help your organization see incremental gains all over the map.

No matter the kind of business you’re in, testing should be on your road map for 2017. Wondering where to start?

Look at you primary call to actions or landing pages and put a couple alternatives head to head.

As you start to see results, you can become more sophisticated in your testing. For example you can focus testing just pre (ads, emails and marketing tactic)  or post click (website, landing page or sales follow up).  The key is to isolate what metric you want to change and if it will affect your business.  If you’re looking to drive leads, what gets more in the door. Looking to grow sales, does a call to action or different set of product specs increase AOV?

What is Modern Marketing?

Modern, measurable marketing. Sounds like a catchy tagline. But what is modern marketing? Great question. At Lake One we have a strong opinion about what modern marketing is and are often asked about it. Whether it’s what exactly would you say you do?


Or more directly, what is modern marketing?

Quick Index

What is modern marketing?

We consider modern marketing any strategy that leverages a measurable, scalable approach to understanding audience/product alignment. What we mean by this, is that modern marketing is always striving to achieve two things.

First, to be accountable to the question of what did marketing deliver. Either in a financial return or measurable learning about a market.

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Second, marketing should seek to drive scale and efficiency. We’re not looking for a one-hit wonder.

Marketing today doesn’t have to be black magic. We don’t have to guess. With the democratization of complex analysis and machine learning, we’re able to learn quickly what works and what doesn’t work, whether we’re online, offline, or on the go.  Yes, there is still a place for great branding and brand strategy, but modern marketing seeks to scale and create efficiency in the lessons we learn along the way. Ultimately, this is where you start to see the kind of hyper-growth emerging from the startup community.

Leveraging the metrics-driven mentality and a desire to find avenues that can scale, modern marketing allows businesses to learn what works fast, and then ramp that up as sales and revenue follow.

Modern marketing in this sense is no longer the traditional marketing method where an ad was created and then that was that. Modern marketing is about customer experience at every touchpoint, building relationships with customers, adapting continuously the new digital landscapes, and marketing across multiple channels to reach different consumers. Modern marketing is personal. Traditional methods still matter, but they must be incorporated into modern marketing strategies. Building a modern marketing plan requires several components: (1) Tech Stack; (2) Skills (3) Team; (4) Measurement; and (5) On-going education. This guide will touch on each of those. But first, we need to address something else.

Modern marketing understands that buyers have changed. Modern marketing focuses on – you guessed it – a modern buyer

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