Tell me your social conversion rate

"Social media is revolutionizing customer care." Yawn.

"Social media is helping brands build awareness." That’s sounds interesting (not).

"Social media increases the quality of the traffic coming to your site in measurable ways." Now you have my attention.

Don’t Hate Me for My Myopia

It is my choice of career that has given me this singular focus when it comes to online marketing. There are other people to create brand image. There are smart, dedicated people trying to improve their company’s customer service.

I say “you go!”

But, I want measurable, tangible data on how social media gets qualified prospects to a Web property, and how it helps me carry on a conversation with them making them more likely to buy.

I can already hear Qwitter messages landing in my inbox. I hate Qwitter personally, but it is a FABULOUS metric, the equivalent of email’s unsubscribe rate. So, I have to listen. It’s an measure of my social media Return On Investment, my social media ROI.

This attitude is good for social media

How many times do you have a great conversation in the social space only to find the company’s Web site opaque, posing, and irrelevant?

Social media won’t work if we’re transparent in our social graph and obsequious everywhere else.

Let’s encourage businesses to put content out that draws people to their Web site. They will quickly begin to realize that certain content works (educational, entertaining content) and certain content does not (home pages with self-aggrandizing copy).

ROI is the great informer for these companies.

If our stuff is worth talking about, why hold it back?

There is a camp of social media digerati that believe social channels are not for promotion, that it is evil to advertise where conversations are the norm.

But, if conversations are going on around a brand or a company, why deny the social citizenry of a chance to own or use their offerings?

It’s just plain selfish to hold back.

When buying is an outcome of conversation, ROI tells a company how it’s doing in starting and continuing those conversations.

Communities that raise their hand get more attention

Let’s face it. We want the support of companies as we complain and cheer about their products. We want them to hear us, to reply to us, and to see things our way.

And we are not above the occasional bribe.

How many times have you started a complaint with, “I spend $_____ with your company every _____, and I expect… .”

We regularly use ROI as a way to get attention.

Online communities are arbiters and aggregators of ROI. They drive it, highlight it and can take it away. They should be rewarded for their financial contribution to companies with increased support, more say in product design… and the occasional bribe.

What do eBook Groupies and Designer Laptop Bags have in Common?

I’ve recently begun working with J’Tote Designer Laptop Bags, and heard a story that illustrates this concept perfectly.

It seems that the women of an eBook community have developed a love for J’Tot’e’s chic laptop bags. How do we know?

     

  1. Mysterious spikes in J’Tote’s Web traffic led to the discovery that people were posting about them on the forum.
  2.  

  3. Boxes of bags were soon waiting to be shipped to the group’s members.

Visitors from this community stay on the J’Tote site longer than average, view more pages, and have a very low bounce rate (a measure of the number of visitors who leave immediately after visiting a site).

The folks at J’Tote now make it a priority to tune into the conversations on the forum, and are certain to give them warning when inventory clearing sales are imminent.

Companies speak ROI

It is the lingo of the bottom line; the babble of budgets; the conversation of the coin. If we want more companies to engage in social media for all the “right” reasons, we need to communicate with them in this language: more visits from interested conversationalists who buy their products.

We need to speak to them with ROI.

It’s one thing for a company to monitor our conversations attempting to gauge positive or negative sentiment. It’s quite another for them to know that their Facebook page is generating additional visits and sales.

There is a catch

Companies that don’t measure the ROI of social media won’t get the message. They’ll continue to ignore important communities, cut social budgets and generate plenty of negative social sentiment in the digital conversationsphere.

If you’re not measuring, you’re not listening.

J’Tote is listening. Are you?

On July 21, I’ll be showing you ways to measure your social ROI, and in particular, your social conversion rates.

Did you know there was such a thing as a social landing page? It’s nothing like your landing pages.

Did you know that there are six major conversions that happen when you add social media to your sales funnel?

My presentation is just one part of a spectacular Master’s Group Training being held in Austin by Webmaster World, the PubCon people.

Only, you don’t have to attend a full PubCon to go.

Not only will you learn from me how to measure your social media efforts, you’ll learn how to do the things that make social media work.

     

  • Andy Beal will tell you about social media reputation management.
  •  

  • Dan Zarrella will give you the low down on Twitter and Facebook optimization.
  •  

  • Brett Tabke will show you how he reached influentials in his social graph and put PubCon registrations slashed his marketing budget.

Oh, and there is also an search marketing track going on at the same time. Yawn.

We’re going to make people love your business through your Web site at The Conversion Scientist. Subscribe to learn the strategies and tactics that turn more of your visitors into leads and sales.

What are you afraid of?

The goal of my Ion Interactive presentation “What Can We Learn from the Bad Boys of Marketing?” was to shake things up a bit.

Conversion marketing is about bringing visitors to choice. B2B marketers carry this same burden.

Can marketers in more conservative industries use techniques proven to increase online leads and sales in B2C markets?

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Not only should B2B marketers try everything that B2C businesses are using, they risk irrelevance if they don’t.

In my Ion Interactive webinar, I use two B2B landing pages to illustrate how these B2C techniques can be used:Mary O’Brien Adwords Advantage landing page AdwordAdvantage.com and CoverActionPro.com.

  • Long copy
  • Bold headlines
  • Highlighting and bullets
  • “Johnson” boxes
  • Risk reversal
  • Testimonials
  • “Act” buttons
  • Signatures and postscripts

I go as far in the Webinar to state:

“Business to business copy sucks. It’s horrible to read. There is a need, that when someone recommends a site to their boss that you look professional, but it doesn’t mean you have to write like an idiot.”

Certainly you can deliver a high-converting experience without harming your online brand, like CoverActionPro.

You have to work harder. You can’t ask a committee of executives to review your pages. You have to know how your page is performing and how changes are affecting your results.

You can learn more about analytics and their proper application at my AEN Short Course “Web Analytics: Tools and Best Practices” on June 11, 2010.

Enjoy the Webinar and don’t miss Anna Talerico’s Conversations on Conversion podcast.

Brian Massey's social graph

NOTE: Portions of this article originally appeared on ClickZ.
I had the pleasure of being on a panel with Tim Hayden recently, and overheard him talking real-life targeted banner advertising: billboards that connected with your mobile phone as you passed by.
I could only imagine what a billboard would say to me.
But the more I listened to Tim, the more I became intrigued with his vision for the future and the present.
Tim was nice enough to answer some questions on his birthday, of all days, and my summary of what I learned can be found in my ClickZ column “Mobile Marketing and Your Digital Geo-relevance.”
My favorite quote didn’t make the editing process:
“We aren’t wired to sit on our asses all day and stare at Twitter,” says Hayden.

Tim asks businesses the question, “How can we have compelling touchpoints, beyond the device that will bring people back to the device to engage us?”

Einstein has given me some doubts about where I am. He demonstrated that time and space is really quite malleable. It leads to the conclusion that you can never really be sure that you are where you think you are; you can also never really be sure you are when you think you are.
Fortunately, we have these little computers we carry around called mobile phones to tell us both when and where we are…relatively. It turns out that these devices are fine for fixing us in time and space, unless you are standing too close to a neutron star.
These devices are also good at telling advertisers where we are, where we want to be, and where we’ll be in between.
Is “Mobile” Necessary?
The term “mobile” already seems a bit quaint. It’s like calling an automobile “out-of-home transportation.” It’s not necessary. It’s a car, and we “drive.”
Likewise, a device that is with us always really doesn’t need to be called “mobile.” All we have to do is “be” somewhere. The rest is implied. When I turn on a device that has GPS capability, I begin to “be” somewhere in the digital sense of the word.
Famed VC John Doerr admitted that we don’t have a word for the next mobile/social/new commerce “wave.”
“Geo-relevance” is written more frequently these days. And I like the double entendre: we can know what businesses are relevant to us geographically, but mobile device users are also making themselves more relevant wherever they are “being.”
Tim Hayden prefers the term “mobile lifestyle” to describe what he calls “passionate and influential” smartphone users. He also likes the term “digital out of home.” My personal mobile strategy has been limited to adding a mobile theme plug-in to my blog, so I’ve asked Tim to give me his view of the mobile space.
Intermediaries
Just as mobile devices determine where individuals are “being,” business can “be” somewhere in a digital sense as well. Let’s consider some ways businesses can use their “being” to connect with customers.
All we need is some intermediary to figure out when we are “being” in the same place as a business is “being,” and magic starts to happen. Because of the Internet, that business can send a message through this intermediary suggesting that I start “being” in their store instead of nearby. Coupons, menus, and hot new products may entice me to shift my location, and my digital beingness along with it.
Intermediaries find interesting ways to connect where a business is being to where a prospect is being.
Though subtle, the distinction is important.
You “are” where you physically stand. You are “being” where the Internet thinks you are. Where you “be” is different from where you live or where your computer is. As a business you can “be” in many places.
Tim imagines a day not too far in the future when a smart roadside billboard can be a place where your business is “being,” reaching out to passing mobile devices.
Your Friends
We tell our friends where we are “being” by communicating a business’s location. An e-mail with a link to a map is sufficient to establish a bar, coffee shop, or restaurant’s geo-relevance to others. There are some other, more interesting ways of borrowing a customer’s geo-relevance to enhance your businesses digital location.
Foursquare is a popular “being broker,” encouraging visitors to build a business’s being by associating it with their being, sharing it with all of their social connections.
As a business, you should start by encouraging customers to check in through Foursquare or Gowalla. Install Wi-Fi. “Being” somewhere does not an ad make, so check out Foursquare for Business for opportunities to advertise to visitors and their social network. Brightkite is another, more venerable being broker.
Search and Place
Search engines with geographic features such as maps and routing act as the intermediary for your future being. If you want a hamburger; if you need a new dry cleaner; if you want to know where to buy a lab coat in a strange city, search combines prospect intent via keywords with their location. Search is your place intermediary.
Search engines do their best to establish a business’s digital being automatically, but you should help them legitimize and optimize your locations. David Mihm of GetListed.org packed a great amount of local search strategy into his presentation (download) at InnoTech Portland this month.
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Mobile Devices “Wire” Our Touchpoints
Tim offers the example of a nightclub that issues cards with RFID chips in them. When a card-carrying patron comes to the door, the host can see on her terminal who has come and their preferences for seating, drinks, and appetizers. Tim believes that these “smart touchpoints” are well suited to leverage the digital location defined by our phones.
Tim asks businesses the question, “How can we have compelling touchpoints, beyond the device that will bring people back to the device to engage us?”
Mobile Applications
“I applaud anyone who is reaching out to mobile users who are passionate and influential,” says Tim when I ask about the value of mobile apps.
He prefers promotional microsites designed for the small screen. They can have more impact and are often easier to implement.
Some businesses are a natural fit for apps. There are services, such as MobBase, Kyte, and Mobile Roadie that can make it easy for any business to develop a third-screen presence.
Ad Networks
As I write this, I’m receiving the news that the Google AdMob merger has been approved. The Mobile Marketer article, “Google becomes world’s largest mobile ad network: 9 implications,” spells out the implications.
Because of Google’s self-service search advertising model, this merger bodes well for small and medium-sized businesses that want to begin leveraging mobile advertising.
Privacy
Tim falls squarely into the “privacy is dead” camp. While we should have more control of our privacy on our personal devices, Tim acknowledges that where we “be” reveals plenty about us.
Influential smartphone users leverage the wholesale transparency implied by this utter lack of privacy. These users produce “earnest to visceral” user-generated content. They are building a public personal brand for themselves, and are exactly the people that businesses of all sizes should reach out to.
It’s hard to think about mobile marketing when we’re just getting our heads around search and display advertising. Still, businesses must do what they can to establish their digital “being” now and keep an eye on the intermediaries that can connect them with passionate, influential mobile device junkies.
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“Let your mind go” image: http://www.movieforums.com

You can do almost anything on the Internet now. You can monitor your finances, socialize, organize ideas,manage your job search, broadcast your travels, and recruit college students.
The core conversion marketing pattern that these sites should adopt is the “Site as a Service Pattern.” This is the fifth and last of the core conversion strategies in this series.
Explore this site pattern in my Conversion Science column on Search Engine Land.
Read the entire column at Search Engine Land.

We’re going to make people love your business through your Web site at The Conversion Scientist. There is plenty you can do to increase online sales conversions, and we share it all. Learn what that you can do to convert more of your visitors into leads and sales.

What would you tell a recent marketing grad about “real” marketing?

People don’t ask me to make commencement speeches. I think it’s because they don’t want me “converting” impressionable minds.

Amanda McGuckin Hager of GoMarket.me has no such reservations. In fact, she’s trying to fill in the missing information that colleges are doling out to the rumored “clay-like minds” of our young adults.

GoMarket.me is “Your Real World Marketing Mentor” and Amanda asked me to contribute some mentorly words for the site.

What would you say to help a recent marketing graduate?

Here’s what I said, and there should be no surprises if you follow The Conversion Scientist.

You will have been taught a great deal about how to get people’s attention, primarily by interrupting them. You will have been steeped in the importance of message, brand, and emotion. You will have learned the importance of creative in the communication process. You will have been shown the importance of identifying your market segments by demographic, geographic and psychographic data.

In the world of branding and image-building, these skills are largely sufficient. However, when you are asking “suspects” to call, register, or buy from you, conversion is the critical piece of the puzzle.

Read the rest.

More Businesses Realize that Conversion is the Key to Lowering Search Costs

The folks at PubCon are smart, and I’m talking about the attendees. They’re good at what they do because, well, they go to PubCon. Brett Tabke’s organization, which has several conferences around the country has a loyal following.
And they get that conversion math make search math work better.
I’m pleased to be an active part of the organization. I am supporting the cause with a workshop and two panels this year at PubCon South.

Masters Training: PPC/SEM/Conversion Track

We start off with a full-day workshop on Pay-per-click advertising (PPC), a subset of Search Engine Marketing (SEM) and Conversion Optimization. I am humbled to be in the company of Austin’s own Kate Morris and the no-holds-barred style of Tim Ash. I’ll be talking about understanding your audience by “Killing Brad Pitt.”

Conversion Optimization Panel

On Thursday, its the Conversion Optimization Panel with Wider Funnel’s Chris Goward, Tim Ash and Khalid Saleh.
For my part, I’ll be presenting the case study of Newsday.com, examining how an online news site can invest $4,000,000 in a redesign, and yield only 35 paid subscribers in three months.

Über Advanced PPC

Right after the Conversion Optimization Panel, I’ll be joining Christine Churchill, Wister Walcott, and David Szetela to discuss advanced tactics and tools for PPC advertising.

Smart People. Great Topics

I hope to see you at PubCon and hope you’ll come to my sessions for two totally new presentations.
If you can’t make it, I’ll let you know where to get the slides if you’ll give me your email address right here:

“Is 2010 the year of conversion rate optimization?”

2010 is indeed the year for website optimization. Exciting things are happening. First we have the first ever conversion conference happening in May. Now there are more resources for marketers than ever, including Google analytics and similar programs. The library of books that are now available emphasizing the importance of conversion is steadily growing. These include Avinash Kaushik, Tim Ash, and Brad Geddes are some of the best.
Still we have to remember that website optimization is at the top of the conversion stack. First you have truly know your visitor. You have to create a content platform to answer questions. You have to identify the best media strategies and channels to reach your target audience. And most importantly, you have to have the content your customers want. And then you’re ready for optimization.

“What advice do you give marketers who are just getting started with conversion optimization?”

First, consider a content conversion strategy. Educate your customer about different aspect of your product and see what that can do for conversion.
Then look at what I call the “Bad boys of Conversion.” These are the experts that know how to phrase, emphasize, and structure their copy to really draw in visitors. They realize the value of imaginative copy. Study the tricks and tools that they use and apply them yourself.
Take a look at your confirmation pages and notification emails. Each of these are opportunities to get customers back to the site to finalize the purchase or to make another purchase.
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“What are the biggest opportunities for conversion optimization that marketers aren’t taking enough advantage of yet?”

Marketers need to remember to test all their communication efforts to see if they are actually effective. Whether its serial testing or split testing.
Celebrate if your favorite page fails a test. Be like the The Cheerios Guy who runs around telling everyone he lowered his cholesteral. Let people know you increased your conversion rate. Be competitive and always try to improve your results.
And finally, don’t depend on IT. Set up a lab on the side utilizing the wealth of free or inexpensive tools available where you can do some basic tests.
Once you’ve proven the usefulness of these preliminary tests, it’ll be amazing how IT’s schedule for bigger testing projects seems to magically open up.

“What are the top 3 reasons optimization programs fail?”

1) Resources to champion and implement the program. You need someone to really focus on optimization.
2) The program doesn’t have momentum. You need to learn from each test, to understand why you got the results you did, and then draw conclusions regarding the next test that needs to be run. And then actually conduct these new tests, and DON”T WAIT to do it. You’ll lose momentum. In other words, use your data to take action.
3) Really emphasize making analytics and conversion as part of company culture.
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Conversion analysis reveals some missed opportunities

The New York Observer paints a pretty stunning picture of one attempt to launch an online newspaper Web site. Was it to be expected, or is this an online sales conversion problem?
The article states that, after a $4 million overhaul and redesign, newsday.com, the online arm of the Long Island daily Newsday had attracted only 35 subscribers in three months.
Author John Koblin also writes that, since moving the site content behind a “pay wall,” traffic has dropped from 2.2 million monthly unique visits to 1.5 million in just three months. This may not be surprising, since there is little free content available from the online newspaper.

Does Content Want to be Free?

I don’t think so. The price people will pay for content is determined in part by:

  1. The price placed on it – What do others think it is worth?
  2. Relevance – Should I care about it?
  3. Timeliness – Am I getting information when I need it?
  4. Uniqueness – Can I get the same thing somewhere else for free?

If your content wants to be free, then you haven’t branded it with at least one of these aspects.
Newsday’s content should pass the test with flying colors.

  1. Price: They’re pricing it at $5 a week.
  2. Relevance: It is certainly relevant to residents of Long Island.
  3. Timeliness: New stories every day and breaking news.
  4. Uniqueness: How many online news sources are there for Long Island?

As you will see in my Website review of Newsday.com (see video) they didn’t make the case. To some extent the content – stories, videos and applications – should make the case by itself. However, the site has the same categories, layout and value proposition of many news sites.
So far, all Newsday.com has done is put a price on it’s content.

The proper way to charge for online content

What Newsday’s designers and developers failed to tell management is that newsday.com runs on computers, and computers can monitor the activities of those reading the online edition. This means you can test just about anything in the court of public opinion.
Instead of changing everything, newsday.com should have tested their way into the new business model.
Test the variety of business models to be available: micropayments, donation strategies, “pay for everyone” strategies, as well as the “pay wall” approach.
Test how much “free” content is needed to keep site traffic up.
Test how to present pricing.
Test the price points that will deliver subscribers.
Of course, a testing strategy doesn’t deliver a $4 million pay day to an agency and development team. There are few incentives for patience. If management didn’t think they had the time for a measured rollout before, they certainly don’t now.

Newsday.com Reacts

Key Page Review-Free consultationBlog BobBlitz.com posted a chart showing four possible layouts for the Newsday.com site. It appears that newsday.com is “enhancing its website” by “updating its color scheme.”
I don’t believe this is going to help.
It’s great that they are asking their readers what they think, but Newsday’s problems are elsewhere when you look at it through the eyes of a Conversion Scientist.
Here is my Key Page Review of Newsday.com. Watch to find out where I believe Newsday has gone worked to prevent subscribers from completing a transaction on their site.
Would you like a similar analysis of your site? Request a Conversion Sciences Key Page Review.
Brian illustrated signature

Brian Combs, ionadas local This is a guest post by Brian Combs of ionadas local.

A Local SEO Horror Story

About eighteen months ago, the SEO agency of which I was then a member was hired by a company in the travel industry. Their websites were seeing a 20% drop in traffic from Google. Even more worrisome was the nearly 25% drop in sales from Google.
Meanwhile, their keyword monitoring tools were saying everything was fine. Their tools watched several thousand keywords on a monthly basis, and the rankings had not substantively changed. If a keyword was third last month, it was third again this month.
We were tasked with determining the cause of the drop and prescribing a remedy.
The culprit was the new Google Maps business listing. These are the seven (at that point ten) listings that come up with the Google Map on queries with locational intent.
Click to Enlarge
Sample Google Maps business listing. Click to Enlarge
Note: The example image is from a different industry than the client in order to protect the client’s identity.
These Google Maps had begun popping up for a large number of the client’s search terms. A keyword that was third in the organic listings was likely to be pushed below the fold. As a result, the traffic from Google was dropping precipitously.
And conversion was dropping at an even higher rate. Clearly, it was the best traffic that was being lost.
I would posit that this represents the biggest change to Google’s Search Engine Results Page (SERP) since they began including paid listings above the natural listings.

Does Local SEO Matter for You?

If your business needs to generate Web site visitors, phone calls, or foot traffic from people in particular geographies, then local SEO is likely appropriate for you.
Do your keywords include a city (or neighborhood in them)? When you search on them, is the so-called 7-pack (or any Google Map) returned?
Google is constantly enlarging the universe of keywords that generate map results. So if the map is not returned today, it may begin doing so in the future.
Google is even assuming local intent when none is expressly stated.
For instance, if you search on [coffee shop], Google will determine your location from your IP address, and return you a list of coffee shops your area.

Impact on Conversion Rate

The impact of this change by Google can hardly by overstated. Even if you’ve worked your website to the top of the organic listings, the addition of the Google Map listings will have a substantial impact on Click Through Rate (CTR) and post-click conversion rate.
Which begs the question, what impact does placement within the 7-pack have on CTR?
While no studies have been published on this topic as yet, the assumption is that the curve of traffic decline within the seven maps listings is not as steep as it is for the ten organic listings.
Also, the company name within the Google Maps listing can have an effect. Known, branded companies certainly have an advantage. And those that are nothing but a list of keywords are likely at a conversion disadvantage.

Reviews and Their Impact on Conversion Rate

The Google Maps business listings very prominently list the reviews a company has received. These reviews may have been placed directly with Google, or may have been pulled into Google from third-party systems such as CitySearch.
Both the number and the quality of reviews within Google have an impact.
The number of reviews greatly impacts the ranking of the business listings. If all else is equal (which it never is, of course), the ranking with the greater number of reviews will be higher. A large number of reviews can overcome many other deficiencies in Google Maps optimization.
I have not seen any studies on the impact of the number of reviews on conversion, but I expect they are positively correlated. If there are two listings, one with twenty-five reviews and one with no reviews, people will tend to look at the business with reviews first.
And while the quality of reviews has little to no impact on rankings, it can certainly have a significant impact on conversions.
This is not to say that an occasional bad review is going to drive you out of business. We’ve all read reviews from clearly unreasonable people, and most people will give a company the benefit of the doubt.
But if the preponderance of reviews are negative, and the reviews seem reasonably written, you had better work to improve your product/service quality, and encourage happy customers to write reviews for you.


Brian Combs is the founder of ionadas local, a provider of Google Maps optimization in Austin, Texas. Request a copy of his new white paper, Avoid Local SEO Mistakes.
ionadas local 13359 N Hwy 183, #406-245, Austin, TX 78750, (512) 501-1875

The heartbreak of “bounce” and what to do about it.

Courtesy http://www.sxc.hu/profile/nazreth
Boing!
That’s the sound of someone finding your site, but not finding what they wanted ON your site.
Boing!
That’s the sound of Web site content that doesn’t match your marketing.
Boing!
That’s the sound of a Web site that talks about the company instead of the visitors’ problems.
Technically, a “bounce” is a visitor that looks at only one page, or a visitor that spends an embarrassingly short time on the page.
A visitor bounces when they don’t find anything close to what they were looking for when they visit your site. Either you’re attracting the wrong visitors or you’re don’t know why they are visiting.
Bounce is the most extreme form of conversion problem. High bounce rates are an indication that you are throwing good marketing dollars down the tubes. Whatever you’re spending to get traffic to your site is being wasted.

The Campaign Culture

The conversion problem is one of culture. Most marketers and business owners have a campaign culture. This is a marketing department that creates programs with fixed goals over relatively short time periods.
It is the culture of marketing people focused on monthly and quarterly objectives.
It is the culture of limited marketing resources.
It is the culture of project-oriented agencies.
It is the culture of IT departments lording over online resources.

Curiosity and the Conversion Culture

A marketing department that has escaped the campaign culture is one that produces campaigns effortlessly. The primary attribute of a conversion culture is curiosity.
Just as great companies like Google and 3M have given their employees freedom to explore new ideas, a marketing department must have the time, budget and permission to learn from their efforts.
It is a culture of that knows why it has or hasn’t met objectives.
It is a culture in which every communication is a test.
It is a culture in which momentum carries it across project boundaries.
It is a culture that builds brand while it educates and persuades.

Are you a Curious Marketer?

You may be a curious marketer trapped in a campaign culture. I believe that curiosity is a basic human trait. Where can you start to instill curiosity in your organization?
Start with yourself. Exercise your curiosity muscle.
On October 8, a group of the most curious among us are gathering for a day of conversion tactics, strategy and culture in Austin, Texas.
I’ll be leading a workshop in which the entire conversion “stack” will be introduced and discussed. The goal is for everyone to leave with a new set of skills and a renewed curiosity.
We’re going to understand how to start asking, “why” in each of our communications. We are going to adopt some tools that will help us organize our work around the visitor.
I’ll be leading the workshop, and by the end of the day, will have covered almost everything I know about online conversion.
Will you be a part of this curious group?
You can also join me in San Diego for DMA 09. The Direct Marketing Association has invited me to present this material in a two-day pre-conference workshop, followed by four days of mingling with some of the brightest marketers on the planet. This is another place that curious marketers come to ask “why.”
Marketers that know how to apply curiosity will be writing their own ticket in the next five years. Join us in a place where curiosity is welcome and celebrated.