There are a lot of commonly held beliefs about what makes for a successful online marketing strategy, but it is important to always take the wisdom of the times with a grain of salt. For instance, you’ve probably heard that it’s a grave error to put a call to action (CTA) “below the fold”, i.e. [...]
Over the last couple of months, I participated with two pairs of prominent marketing professionals as they debated the question of whether or not to “gate” content behind registration forms. In both cases, these marketing professionals promoted discussion and encouraged constructive dialogue. However, as is the case with many important topics, they could not resolve [...]
Last week we began a content marketing series covering the topic of business blogging. In the first blog post, we discussed how to set goals in a business blogging strategy. Please read it in addition to this week’s investigation of the role of listening in a business blogging strategy. To attract more blog subscribers, listen [...]
Before you can create a sound business blogging strategy, you need to set goals and establish your blog’s purpose. From a business perspective, the purpose of a blog is often to drive more site traffic, increase leads and boost conversions. You can easily identify the motivation to create a business blog – it’s an offshoot of the motivation [...]
I was recently invited to write this article for Boston.com’s Global Business Hub to explain why individuals should start networking outside their comfort zones. Normally, people operate within comfortable, homogeneous networks consisting of people just like themselves who live nearby. The problem is their inbred networks are fun and supportive yet rarely provide dissenting views, new ideas and [...]
A buyer persona is an archetype, prototype, model or pattern of behavior used by marketers to profitably persuade distinct buyer types. Marketers hope to encourage people to buy their offerings and to that end, buyer personas are a market segmentation tool to help guide strategic marketing decisions. Buyer personas are highly detailed and they epitomize [...]
Buyer behavior provides data, for adapting and improving marketing strategies and for converting leads into sales more effectively. Consistent processes for understanding how people organize and interpret data allow for much needed insight into why they tend to select one solution over another. So, it’s important to understand how buyers evaluate purchases since their perceptions [...]
Visitor behavior reveals visitor intent and substantiates marketing methods based on behavioral targeting. Higher conversion rates and new customers follow from a deeper understanding of your website visitors: what are people looking at, what pages do they visit, how long do they stay, and most importantly, why? Behavioral targeting allows marketers to increase the effectiveness [...]
If you understand what drives searcher behavior, you can improve your search engine rankings, your click-through rates and your sales revenue. In addition, your customers will end up getting more of what they want after you’ve put yourself in their shoes. So, start developing behavior models as you consider the queries being used in search [...]
ROI is a financial metric and if you can’t figure out how to measure the ROI of social media marketing, can you still justify spending money on it? What can you measure that will help validate your social media efforts? If you are hoping for a universal Key Performance Indicator (KPI) that can measure everything related [...]
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