Marketing executive Justin Steinle has more than two decades of experience establishing successful marketing service companies. Over this time he has gained a broad range of marketing expertise. One of the tools Justin Steinle employs in providing marketing solutions to his clients is social media optimization (SMO).
SMO is an internet marketing approach used to increase the awareness of a company, brand, product, event, or website. The various mediums used include online communities, forums, and social media platforms such as Facebook and Twitter. SMO is an integrated and deliberate effort which includes creating the appropriate compelling content to place in the various chosen mediums in order to increase reach or drive traffic to a website.
In SMO, the outcomes can be measured in terms of retweets, page views, shares, and the like, but there is also a qualitative element as social engagement is involved. Social media provides channels where businesses can directly interact with the audience, thus practitioners must also have the skills to be able to touch base with the audience on a personal level.
With 25 years of experience in the business development field, Justin Steinle has served a range of industries from addiction rehabilitation, retirement living, to financial and home goods. Justin Steinle specializes in effective forms of marketing, including lead generation.
Lead generation is the process of getting the attention of potential customers. With the rise of social media and other digital information platforms, this process has significantly changed. More and more buyers are now “self-generated,” able to seek and find whatever information they might be looking for on the internet. Lead generation specialists must understand the complexities of this process to most effectively get a product in front of a potential consumer.
In previous years, companies would focus on representing themselves effectively and finding a customer. Mass advertising to a specific demographic worked well, and specific information blasts at one time were enough to get the attention of a customer. Today, companies must instead focus on representing the potential client, being found by him or her, and providing plenty of useful information so the potential customer can make an informed decision. Rather than targeting a major demographic, companies must work more closely and intimately with a potential client and maintain that relationship over a longer period of time.
By the time a potential client finds the product or service they might wish to buy, they have generally already learned a great deal about the product. Effective lead generation practices today must take into account that the sales landscape has hugely changed, and marketers must understand the new way potential clients pay attention and research their potential purchase.