Budget Disaster #1: Creating a New Website – without a Lead Generation Plan – to Solve a Lead Generation Problem The tech company had a website that wasn’t generating leads. Their immediate solution was to create a new website. They first hired a web design firm who told the client the solution to their lead generation [...]
Testing is the secret to continuously improving marketing results. (If you're not always testing, you're likely throwing away money.) What do we mean by “Testing”? You compare two or more versions of something at the same time, to learn which version is best. What we DON’T mean by Testing: “We tried that Offer and it [...]
What will marketers learn over the course of 30 years? Here’s what we’ve learned over the last 30: Testing and tracking are just part of a marketer's critical skill set now Testing your way to success is the smartest way to invest your (or your client’s) marketing dollars. If you’re not testing (which can be [...]
On the first day of Digital Marketing Planning, my boss (or client) suggested to me that we need: One Measurable Plan! On the second day of planning, my boss said to me: 2 Website Questions What is each of our Buyer Personas looking for when they visit our website, and can each Persona instantly find [...]
The most successful Marketing departments get the most from every marketing dollar. Here are the key components of their marketing plans . . . 1. Unique brand messaging drives sales The answer to “Why Should I Buy From YOU” is your brand positioning. The most successful Marketing departments have the answer to this question posted [...]
Few marketers seem to understand exactly what elements drive leads and sales overall. Similarly, few marketers understand what drives the success of each individual marketing tactic. It may be because marketing has so many different areas to learn. We tend to rely on agencies, web developers, writers, designers, or [...]
Do you really tie all of your marketing activities together as much as you could? Cuisinart ran print ads targeting 20-somethings, featuring good-looking guys and babes having a party. The headline was “When the burgers and ‘ritas are as good as the gossip!” No landing page was listed, just “cuisinart.com for great recipes.” When you got to [...]
Lately, a number of marketers with “Social Media” in their title have posed questions online about having a plan for their social media marketing efforts. One marketer asked if a social media plan should look like a marketing plan or an SEO plan. The answer is “yes” and “yes.” Because why would the steps or [...]
The most successful Marketing departments get the most from every Marketing dollar. They’re focused on maximizing results — and tend to be set up around some key activities. Here are the key components of their Marketing plans that help ensure their success . . . 1. Use Data to Craft Relevant Communications The smartest thing [...]
