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When was the last time your website had a complete overhaul? 2 years ago? 5? 10?
If you haven’t rebuilt your site in the last 5 years, chances are it isn’t optimized for the way most people are now accessing the internet. Mobile devices—smart phones and tablets—are rapidly taking over as the tool of choice for conducting searches and even purchases.
Read MoreTopics: Website, Personalization
Do all of your business contacts receive the same treatment?
It may sound like a trick question in our age of equality, but it really isn’t. You should not provide the same offers, the same emails, the same communication to all of your business prospects. Here’s why: They aren’t all looking for the same thing, and they aren’t all on the same timeline.
Read MoreTopics: Sales Funnel, Personalization, Segmentation
Have you read any articles lately about what’s new and hot in marketing? Are you putting resources into a handful of mobile apps? Or laser-focused on the best way of attracting and implementing user-generated content? Maybe you are jumping into each new social network that shows promise.
Read MoreTopics: Website, Personalization
With the proliferation of technology that can relay information about a website visitor to your site, it just makes sense to personalize your visitors’ experiences as much as possible.
Read MoreTopics: Website, Personalization
Quality content—including marketing materials, blog posts, press releases, and presentations—should all have one common characteristic: character.
In other words, your content should tell a story. It is that character and story that draw a reader (or listener) in and keep them engaged. Storytelling comes more naturally to some types of content. That’s what a case study is, really. Or a press release highlighting your company’s latest successful project.
But how do you inject life into more mundane, technical content?
Read MoreTopics: Content, Personalization
Do you have a favorite store, restaurant or coffee shop—one where they recognize you when you walk in the door, greet you by name and start your “usual” before you even have to ask?
Read MoreTopics: Content, Personalization, Writing
It’s easy sometimes to think of the digital universe as being small. After all, it shortens distances, as least virtually, between you and your colleagues across the globe, allows you to reconnect with friends from childhood, and provides links to former coworkers who continue to provide networking opportunities though you no longer work together.
Read MoreTopics: SEO, Lead Generation, Content, Personalization
Email marketing is a prime opportunity to utilize A/B testing to improve responses, testing elements such as sender name and subject lines.
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Topics: Metrics, Personalization, Email, A/B Testing
Do you remember that one guy from high school? You know the one: the hotshot who couldn’t stop talking about that time he won the game with a three-pointer at the buzzer, and how he really ripped up the slopes on his ski vacation, and how tough it is deciding which girl to ask to prom (because they all want to go with him), and …
Read MoreTopics: Business Blog, Content, Personas, Personalization
1. Clarify your financial goals
Before starting an inbound marketing program you need to clarify your financial goals, in particular:
Make sure you know how much monthly new revenue your inbound marketing program needs to drive to support business growth.
Calculate how many new customers you will need each month to generate the amount of revenue you desire.
These two numbers are vital to setting up a successful inbound program. (Marketing is only successful if it helps accomplish business goals.) These calculations will help you and your agency determine how many website visitors you need to attract and funnel through the sales cycle in order to meet revenue goals.
2. Identify your buyer segments
Read MoreTopics: Calls-to-action, SEO, Sales Funnel, Lead Nurturing, Lead Generation, Website, Social Media, Business Blog, Inbound Marketing, Personas, Strategy, Metrics, Personalization
I enjoy meeting with clients, and educating companies about all things PR and Inbound Marketing. Meet Scott
