One of the most challenging decisions for marketers is figuring out how to allocate your advertising spend — especially with the number of possible digital channels growing as rapidly as they do. A report by Nielsen gives this equation, which is a great way to think about it: The basic equation for advertising effectiveness has […]
Social Media in the Wake of a Tragedy
Unless you live under a rock, you heard about bombs at the Boston Marathon and the explosion in West, Texas, last week. My thoughts and prayers continue to go out to the people of Boston and West. Today, I’d like to talk about our responsibilities (and expectations) during times of crisis. We live in a […]
Back to the Basics: 3 Critical Decisions You Need to Make to Succeed at Social Content Marketing
When it comes to social content, most businesses jump right in, assuming they’ll figure it out as they go. And they’re half right. With practice, you get better at anything. But to get the most value from social content marketing, you need to start with your end objectives. Your skill at creating content is far […]
Social Content Planning for the New Year
If you’re a social content marketer, your marketing plan doesn’t end when you schedule your promotions and strategies. You also need an editorial calendar, which serves as your content communication plan. In this post, I tell you how to create a plan that keeps your content on track while still giving you the flexibility to […]
12 Tips for Successful Marketing Campaigns
If you run marketing campaigns for your business, you know what a challenge it can be to keep all your projects on target and on schedule. But it’s not something you can just “wing it” on and expect to see results. Here are 12 tips that can help you plan and manage a successful campaign. […]
Anatomy of a Marketing Campaign
Ever do this? Craft a killer landing page for your website, get everything loaded and running, and then sit back, waiting for the sale to pour in. But you wait and wait… and wait. No results. You can’t help but wonder: Did Google release a new update? Did you choose the wrong headline? The truth […]
How Many Touches Make the Ideal Marketing Campaign?
Someone asked me the other day how many touches would make an effective marketing campaign. Marketing “gurus” have suggested three touches as the ideal. For the people who follow them, that number is now the golden mean. But I question the logic of saying every marketing campaign should have the same number of touches, the […]
The 4 Cs of New Marketing
Marketing has changed. More importantly, it’s continuing to change at an accelerated pace. These aren’t slight changes that require a small adjustment on your part. They’re massive technological changes that are radically altering the way we interact, buy things, even think about things. As a result, if you want results from your marketing, you need […]
Strategic Direct Response: Banish Aimless Marketing Once and For All
Results. Converting prospects into customers and customers into loyal fans. That’s the bottom line in marketing. So why are marketing departments satisfied with lackluster messaging that doesn’t convert? Why is aimless marketing not only allowed, but encouraged?
How to Make Your Marketing Stick
Your message is clear. You’ve targeted your ideal prospect. And your offer is irresistible. But you’re still not getting the responses you need! If this sounds like your problem, your marketing is missing an essential ingredient: stickiness. A great offer is the cornerstone of good marketing, but unless your prospects know, like and trust you, […]
