Maximizing Your Online Strategy: What Every CEO Must Know

Lee W. Frederiksen

Lee W. Frederiksen

Over the past few years, there has been a significant shift in mid-market firms’ use of online marketing. More and more firms are looking to online tools like content marketing, social media, search engine optimization, email marketing and more to connect with prospective clients and nurture leads. But why should you, as the CEO, care about online marketing? The reason is, because it  impacts your firm’s bottom line.

Here are some of the top advantages of online marketing:

  • Cost Effective – Online marketing tactics are less expensive than traditional methods. In fact, leads generated through online sources cost 61 percent less than leads generated through traditional methods.
  • Efficient – Your online content keeps working even after your staff goes home. Online marketing works 24 hours a day, seven days a week, and isn’t constrained by geography. This means that your firm can easily reach audiences around the globe at all hours.
  • Highly Measureable – While the effectiveness of traditional marketing methods are often hard to measure, online marketing tactics are much easier to track and eliminate a lot of ambiguity. The accessibility of real-time data allows your marketing department to make more informed decisions and easily get insight into what’s working and what’s not.

Even more than saving your firm time and money, online marketing tactics can help grow your business faster. Firms that generate at least 40 percent of their leads from online marketing grow at a rate four times faster than average-growth firms, according to marketing firm Hinge. Embracing content creation, SEO strategies like linkbuilding, and social media marketing can bring your firm more growth opportunities by better reaching your target audience.

However, that doesn’t mean your marketing department should abandon all traditional tactics. Truly effective marketing in today’s business world should integrate both online and offline.

For example:

  1. Speaking Engagements, when hosted on webinar platforms, serve as excellent online content.
  2. After networking events, point prospects to online content to help close the deal.
  3. Post whitepapers and printed resources in digital form on your website.

As a leader, you need to make the choices that set your firm up for the most success. To gartner the largest growth opportunity for your overall business strategy, online marketing opens doors that traditional marketing simply can’t reach.

 


Lee W. Frederiksen

Lee W. Frederiksen

Lee W. Frederiksen, Ph.D., is Managing Partner at Hinge, a marketing firm that specializes in branding and marketing for professional services. Hinge is a leader in rebranding firms to help them grow faster and maximize value.

MORE LIKE THIS

  • Get the CEO Briefing

    Sign up today to get weekly access to the latest issues affecting CEOs in every industry

    • upcoming events

    SUBSCRIBE TO THE CEO BRIEFING

    In our weekly newsletter, get insight into the biggest issues facing CEOs, along with strategic ideas, solutions, and interviews.

    GET IN TOUCH

    Facebook Twitter Linkedin
    Chief Executive Group

    Chief Executive Group exists to improve the performance of U.S. CEOs, senior executives and public-company directors, helping you grow your companies, build your communities and strengthen society. Learn more at chiefexecutivegroup.com.

    Publications

    Communities

    About

    Roundtable

    Strategic Planning Workshop

    1:00 - 5:00 pm

    We are in a period of rapid change. Customer needs, technologies, competitors and internal capabilities require companies to review and update their strategies for the new realities. In this workshop, strategy experts Steve Rutan and Denise Harrison will show you a systematic approach to strategic planning to help you refine or redefine your business strategy and approach including:

    • Learn what you need to know to develop an effective strategic plan. Put the right players on the strategic planning team.
    • Develop strategies that leverage your company’s unique position in the marketplace. Lift your management team beyond “business as usual” thought processes and activities.
    • Translate your strategies into action. Achieve your vision for success and generate superior financial results.
    • Identify exactly what you need to do now to position your company for future success.

    To sign up, select this option in your registration form. Additional fee of $695 will be added to your total.

    New York, NY: ​​​Chief Executive's Corporate Citizenship Awards 2017

    Women in Leadership Seminar and Peer Discussion

    2:00 - 5:00 pm

    Female leaders face the same issues all leaders do, but they often face additional challenges too. In this peer session, we will facilitate a discussion of best practices and how to overcome common barriers to help women leaders be more effective within and outside their organizations. 

    Limited space available.

    To sign up, select this option in your registration form. Additional fee of $495 will be added to your total.

    Golf Outing

    10:30 - 5:00 pm
    General’s Retreat at Hermitage Golf Course
    Sponsored by UBS

    General’s Retreat, built in 1986 with architect Gary Roger Baird, has been voted the “Best Golf Course in Nashville” and is a “must play” when visiting the Nashville, Tennessee area. With the beautiful setting along the Cumberland River, golfers of all capabilities will thoroughly enjoy the golf, scenery and hospitality.

    The golf outing fee includes transportation to and from the hotel, greens/cart fees, use of practice facilities, and boxed lunch. The bus will leave the hotel at 10:30 am for a noon shotgun start and return to the hotel after the cocktail reception following the completion of the round.

    To sign up, select this option in your registration form. Additional fee of $295 will be added to your total.