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The trend is your friend. Why? Because trends often become the norm, and getting in early allows you to harness its power without too much competition or noise. Write something off as “just” a trend, and you may be late to the party of the year. Remember when Facebook was a “trend”? Or Twitter? Instagram? Now, those are a key component to your digital marketing plan (and if n ...
People think SEO is all about traffic. But I’m here to tell you that’s not the case. Yes, if you do it correctly, SEO should bring in lots of traffic. Ultimately, though, SEO is about revenue. It’s about driving in new customers to buy stuff. And that’s why most people do keyword research wrong. Here’s the common mistake I always see.
I’ll be honest: I don’t like general marketing statements. You know the ones. I cringe a little bit when I hear “know, like, and trust.” The problem is that these are too flimsy. They’re not actionable or instructive. And they very rarely come with cold-hard data behind it. Turns out, though, that there’s a little truth in this one. People do like to buy from people they know.
Old-school industries don’t get the credit they deserve. Every blog online focuses on the hot new startup. People write case study after case study on the trendy new subscription box. But no one ever talks about offline companies. Even though, many times, there’s WAY more money at stake. Take ‘tax relief,’ for example.
Marketers are a lot like those realtors on HGTV’s “House Hunters.” The same way they’re trying to find a bungalow with beach access that also has a downtown industrial-loft feel (and stays within a $50,000 budget …), we’re constantly striving to create content that accomplishes many things. We need to create content that’s thoughtful and well-crafted — content that speaks to o ...
“Branding” “Our brand is strong” “Brand equity” “Our brand is admired around the world” These words and phrases make most entrepreneurs and employees roll their eyes. They view brand as an overused term that means very little to the world outside the company. But your brand may be the most valuable asset your company has. It’s also the most fragile.
17 comments, 223 likes on Facebook, and 88 retweets. You’re writing stuff, and people are reading it. They’re clicking your links and arriving at your blog. Your efforts are finally paying off with a steady stream of traffic. We’re not going to focus on the importance of a business blog. You know it’s crucial to business success in the 21st century: 85.
Moats are ditches of water that surround castles. They’re the first-line of defense against intruders. Legendary investor Warren Buffett suggests you look at your business in a similar way. Your business is the castle, and the moat is what protects your business from competitors. Some refer to this moat as a competitive advantage.
I’m a bit of a cable news junkie. Now, I don’t watch it often, but am generally more interested how a news product can draw people in hold their attention for hours, and keep them coming back everyday. But why is this so interesting? And why should marketers care? Because news itself can be pretty boring.
You may not have heard of Alan Mulally, but he’s led one of the best turnarounds in modern American business history. As Chief Executive for nearly 8 years at Ford Motor Company, he steered the company through the Great Recession (without taking a bailout), restructured the massive corporation to get the company more focused and streamlined, returned the company to profitabili ...
The ecommerce customer is a moving target. I mean that in more than one way: Online behaviors and buying preferences evolve constantly. Customers jump around relentlessly from apps, to messaging platforms, to social sites and websites. They’re mobile. How do you woo these “moving targets” into engaging with your ecommerce promotions, opting into your offers, and bu ...
Every marketing playbook begins with “know your target market.” It’s preached day in and day out by the top marketing pros. Every well-paid exec learns this on their first day on the job. And for good reason. Knowing your target market is critical to generating traffic or converting sales. But what does it really mean? Most playbooks will tell you to fill out the classic bu ...
Yes. AdWords converts better than most other channels. Anywhere, ever. But. That doesn’t mean it’s the only option. Or even the best option. Two reasons why: First, your cost per lead tends to be higher than other inbound channels. Chiefly because… Second, AdWords doesn’t scale as well as other options. So you hit a point of diminishing returns. ‘Cause only 3.
There’s no doubting the power of inbound marketing. It’s safe to say that inbound has revolutionized the way marketing works in today’s world. When it works, that is. Because many times, it doesn’t. Or at least, it takes too long. Crafting an inbound campaign requires audience targeting, multiple forms of content based on funnel stages, and perfect integration between marketing and sales.
“Engagement.” It’s a term often dismissed as “fluffy” that lacks true value towards primary business goals. But we live in a world where customers can engage with us in real time. And with this comes an expectation of delivering the best experience possible. It’s not just about letting your customers feel heard.
A Blog About Analytics, Marketing and Testing