Sponsorships can be used to strengthen your brand, differentiate your company from competitors, and establish meaningful relationships with your target audience. Experts agree that when sponsorships are strategically aligned and properly nurtured, they can boost both short-term sales and long-term brand loyalty.
Unfortunately, according to a recent AdAge blog, most sponsorships remain “ad hoc projects, fragmented and siloed within the company rather than optimized, integrated and aligned behind growth and enterprise-wide impact.” Why does this happen? Because the decision to embark on a sponsorship is often viewed as a one-time, opportunistic investment. This is a costly mistake.
Lead generation and conversion are top priorities in B2B marketing. But as the cost per lead increases, more B2B companies are turning to content marketing as a method for attracting new business. So what makes content marketing such a valuable tactic?
Content marketing is based on the belief that if businesses provide helpful, non-promotional information to buyers during critical points in the buying cycle, then prospects will eventually reward the company with their purchase and loyalty. A report from eMarketer suggests that timely, relevant content is an ideal way to reach new prospects:
In today’s social media-driven world, marketers are inundated with advice on the importance of developing brand ambassadors to spread their message. This may lead some to question just how much influence friends and associates really have on buying decisions, but according to author Martin Lindstrom, the power of peer recommendation trumps all.