Who knows what the future holds. For now I’ll use a marketing platform that handles the tedious online marketing tasks, freeing me to engage with customers.
Content marketing works. That simple premise is why more and more marketers are making content marketing a core part of their lead generation strategies. One of the reasons that they work is that providing high-quality content helps build trust and rapport with prospects and customers, making it easier for them to make an eventual purchasing or renewal decision. It’s not a new idea. Early in my career, I worked at Shell Oil Company in Houston, where the “Come to Shell for Answers” booklets were a primary part of our marketing communications budget. Back then, we called it thought leadership marketing, Read More
If you’re like most marketers, chances are you have a clear mandate to drive more revenue while lowering your cost per lead. How do you do that? Sure, everyone knows that online marketing (social, email, digital, search, content) can be less expensive than traditional marketing communications channels, but online marketing costs are rising, too. In fact, if you work in some industries — like insurance, financial services, health care, the legal profession, or high technology — the costs for the most popular keywords used in search marketing are increasing so rapidly that even big brands are feeling the squeeze. Take Read More
Most marketers would agree that finding and persuading the individuals who shape markets is critical. Word of mouse — the online buzz that comes when key influencers are tweeting, chatting, and posting about a product — is often the difference between an industry leading brand and a laggard. If you’re looking for a bit of magic to boost results in your 2012 marketing efforts, you might want to follow the lead of magic makers like J.K. Rowling and Peter Jackson, who ignored traditional media in favor of wooing and winning the hearts of social media and Internet influencers. Author J.K. Rowling Read More
A simple landing page with no navigation links, a clear call to action, and just enough “sell” copy to encourage conversion, can improve campaign results dramatically. The clients I work with are in different industries, and they approach online marketing from very different perspectives. The one thing they have in common is that effective landing pages are critical to their success. In fact, the measured ROI on campaigns often governs budget approval for future campaigns, and the design and function of your landing page is critical to your measured ROI. Like many other digital media tools, landing pages weren’t part Read More