Worcester Business Journal

May 29, 2017

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wbjournal.com | May 29, 2017 | Worcester Business Journal 7 Looking for effective digital advertising strategies can be over- whelming with the thousands of digital platforms and media outlets available to marketers. How does a company figure out where to advertise? ere are two types of digital marketing, outbound and inbound – sometimes called push and pull. If you have ever noticed an ad on a website, have experienced a pop-up or page takeover – that's outbound marketing. is advertising "inter- rupts" the viewer to show a message. Inbound marketing, on the other hand, attracts consumers to your brand by providing useful, relevant content that your ideal prospect is searching for. is form of market- ing is less focused on reaching the masses, and instead, reaches more qualified leads that are best suited for buying your product or service. Inbound "helps" the consumer at every stage of the buyer's journey from consideration, to decision, to retention. Do you want your brand experi- ence to be interruptive or helpful? If you are a more consultative business such as professional ser- vices, finance, education, healthcare or tech, an inbound approach is the holy grail to attracting quality leads that are looking for products and services just like yours. When you build a relationship with prospects through helpful content and other connection points, you build trust along the way, paving a much easier path for your first sale. ere are six important things that lay the foundation for a suc- cessful digital campaign that attracts leads. First and foremost, optimize your digital assets: website, social platforms, blog, etc. Next, identify personas and map out their buyers' journey. en, create a content strat- egy, plan and calendar that is on- brand and has a purpose. Map your distribution methods where you will publish content. Benchmark to mea- sure performance so that you can adjust for optimal results. Most im- portantly, create a strategy for how you will nurture your leads along the path to becoming a customer. If you have been looking for better quality leads and are ready to take your business to the next level, Idea Agency can get you started. Email info@ideaagency.biz for our e-book "Performance marketing that attracts perfect prospects." THE ADVISOR: Thought Leadership Column Christine Tieri President, Certified Brand Strategist, Idea Agency Brand Development & Performance Marketing www.ideaagency.biz ADVERTISING SECTION Liberty Mutual cutting 44 jobs in Hopkinton Liberty Mutual is discontinuing its Hopkinton peer-reviewed research efforts and will lay off up to 44 employ- ees effective June 6. Instead of conducting research inter- nally, the insurer said will work with research groups and organizations, such as the Harvard School of Public Health, MIT, UMass-Amherst and UMass- Lowell, to research workplace safety, said spokesman John Cusolito. Liberty Mutual's risk control and claims opera- tions will continue to work to help commercial policyholders improve safe- ty and return to work programs. HealthAlliance starting $37M ER expansion UMass Memorial-HealthAlliance Hospital is putting $37.3 million towards an expansion of its emergency room, a project spanning 30 months. The hospital will renovate its existing emergency room and add 12,000 square feet of space, including 13 new patient rooms, a fully staffed lobby open 24/7, and more functional treatment rooms, including new technology in the resus- citation room. The hospital will get a new ambulance entrance, a bariatric room, improved behavioral health spac- es, and 60 new parking spaces. New QCC president approved by state The Massachusetts Board of Higher Education unani- mously confirmed Luis Pedraja as the next president of Quinsigamond Community College on May 9. Pedraja suc- ceeds Gail Carberry, who is retiring after 10 years as president. He starts July 10. He joins QCC from an Oakland, Calif. community college district that includes four colleges. A native of Cuba, Pedraja grew up in Miami and was the first in his family to go to college. Moynihan's Pub changes owners after $250K sale Moynihan's Pub on Main Street is under new ownership. The 83-year-old bar and its building were sold to Ifendu Enterprises, which is registered to Terengo Argaw of Cambridge. The new owner will do some upgrades and continue to operate the business as Moynihan's Pub. While the property sold for $250,000, according to public records, the sale of the business itself was not disclosed. For advertising information contact: Mark Murray, Associate Publisher 508.755.8005 x227 mmurray@wbjournal.com www.wbjournal.com Worcester Business Journal WBJ The Worcester Business Journal Central Massachusetts' Source for Business News W Our vision is to operate as a family business for many more generations, providing safety and efficiency to households in a professional manner. Caring more about customers and providing a competitive advantage in price and service. At Dileo Gas Inc., we strive for the best installation and delivery of propane products to our valued customers on a 24-7 basis, never leaving families in the cold. 630 Sunderland Rd. Worcester, MA 01604 508-797-5878 "Always on time, always efficient, always professional." Your Family Propane Sales and Service Provider Worcester Business Journal's 2017 Central Mass. Family Business Awards finalist Luis Pedraja, president, QCC

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