Social media marketing is challenging because it’s not just marketing. It’s marketing and relationship. If you’re like many marketers, you struggle to be relational yet still get results. The key? Know when and how to include a call to action.
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 […]
You’ve heard the key to business success: location, location, location… Online businesses are no different. For us, a website is prime real estate, as valuable as the key spot in a busy shopping strip. What Web marketers often forget, though, is how important it is to maintain the value of your property. Strong copywriting, Google-approved […]
Are you happy with your search engine rank? Does your website attract the traffic you need? The solution may not be another traffic-generating program. Or even some new SEO trick that promises instant page-one ranking. Your solution may be as simple as better web writing.
This month, I’ve detailed a simple process for developing your marketing strategy for the year. The process begins with a high-level overview and continues with a selection of the channels you’ll use to communicate with your target audience. This week, I help you fill in the details, turning objectives into specific plans that will turn […]
Whether you’re trying to write a postcard or an email, a landing page or a sales letter, your goal is the same: to persuade your reader to take action. Do the rules of persuasion change depending on the type of communication? Thankfully, no. The requirements may be different depending on your platform, but the basics […]
Direct mail has been replaced by email. Advertising has been trumped by content marketing and social media. New technology and new media are quickly putting traditional marketing tactics (and those who use them) out of commission. But has it changed all that much? Can direct response still drive results?
When you address your reader, whether online or in print, she’s in the flow of her own life. You can either interrupt that flow or join it. Your prospect has a conversation already going on in her head. Interrupting the flow of her thoughts is going to take some pretty big guns. You must shock […]
So you’ve been assigned a big marketing project. It’s all yours, from conception to completion. Woo hoo! Congratulations! But let me ask you a question… Is your project really that big of a deal? Yes, you say. It’s the Fall Marketing Campaign, and it’s the only annual campaign that builds our customer base. So it’s […]
I’m sitting in my office now, my roll-top desk at my left elbow, a big picture window in front of me. It’s cold outside, and a chill has settled like fog over the room. A steaming cup of tea sits beside me. It’s calling to me, begging me to stop typing and settle down with […]