642: Lead Generation and Marketing Strategy: Direct Mail, Search Engine Optimization, and Pay Per Click Advertising with Ryan Cote

Ryan Cote is the Director of Digital Services and Partner at Ballantine, a third-generation family-owned direct mail and digital marketing company based out

of Fairfield, NJ. With Ballantine since 2003, a family-owned business started in 1966 by his great-uncle, Ryan now manages the growing digital marketing division.

From lead generation to marketing strategy for small businesses, Ryan and his company rise above the get-featured-quick schemes so often attributed to digital marketing. He loves to geek out on technical marketing talk as well as work with real-world business owners about growing their book of business in today’s online world.

Quotes

“It's pretty exciting that we can reach people through so many different channels now with the technology available to us.” - Ryan Cote

“Nonprofits use a lot of direct mail because their typical donors tend to be a bit older and often respond better to mail.” - Ryan Cote

“If you're a business owner, you're a marketer. You often don't know what you don't know. I'm still surprised at how many clients we get whose websites are not mobile responsive, and where the calls to action are very weak or missing altogether.” - Ryan Cote

Takeaways

04:07 Repeated marketing touches across multiple channels are crucial for capturing customer attention.

07:29 Direct mail can be highly effective when businesses get creative with formats like video mailers and clear envelopes.

13:39 Integrated marketing campaigns that combine print, email, and social media can significantly improve customer engagement.

16:08 Different industries and demographics respond differently to marketing channels, so understanding your target audience is key.

21:01 A strong website with mobile responsiveness and clear call-to-actions is the foundation of successful digital marketing.

Resources

Podcast: Play in new window | Download (Duration: 25:10 — 23.2MB) | Embed

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Filed in: Agency • Archive 3: 2018-2020 • Interview • Offline Marketing • Podcast • Traffic

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