We covered a lot of ground in my DMA 90 pre-conference intensive “Optimizing Your Web Site for Conversion and Business Success.” I learned a great deal from my audience. But underneath the energy was an undertow dragging us away from shore. It was the knowledge that we would be returning to marketing departments that are understaffed, under budgeted, and — worst of all — focused on the wrong things.
Teach a man to fish and you feed him for life. Teach a woman to fish and you feed a village. Every entrepreneur should come to understand what microcredit is teaching us. This movement is teaching us about the very foundation of our free enterprise system. It is teaching us where compassion lives within our […]
Would you believe that e-mail marketing is still in its infancy? A couple of graphs from MarketingSherpa drive an important point home about the use of e-mail for marketing. It works, it has always worked, and it will continue to work. You just have to know how to use it. In this graph, “Emailing to […]
Personas provide three powerful points that will help you focus your marketing and advertising dollars, and justify more spending. This is why Personas can mean bigger online projects. The power of fake people Imagine your most important customer, let’s call her Melissa, walking into your meeting room and laying the law down to your manager, […]
Social Media is not just about creating more Awareness. There are some very specific things you want to accomplish when you engage your prospects and customers. You want them to use your product, service or communication. You want to help influence their opinion of your product, service or communication. You want to help them talk […]
They buy your “communication product” first. Look at any product description on any website. Peruse any brochure. You will find a list of features designed to tell you why the product will do the things you need it to do to solve your problem. They will probably have a check mark next to them. What […]
You don’t have to be a copywriter to know crappy copy when you see it. Use these 10 ways to find out if your copy converts visitors into customers. Know bad copy when you see it. Read on. Does your copy convert visitors to customers? If you read this article and then go out and […]
Six mistakes that you can turn into opportunities In a post on the American Marketing Association blog, I’ve presented my list of best practices for notification and clarification emails. These are golden opportunities to continue the conversation with an engaged prospect and move them closer to becoming a customer or a user of what you […]
Flash will usually decrease your conversion rates Executives love their sites to have flash headers. It looks cool. It looks like marketing is doing something. The problem is, a flash header can hurt engagement and conversion more than it helps. The Triple Threat of Flash Headers Flash banners are usually no more than cool images […]
