Most content creators plan for a response rate of 1% or 2%, because that’s “normal”. How would you like to get a 35% response rate? In other words, one out of every three people you contact respond positively? It can be done, and done easily. Here’s how… As I discussed in a previous post titled […]
In order to get people to subscribe to their email newsletters, many companies give away content such as ebooks, white papers, and reports. But are these helping your branding efforts? Perhaps, but maybe not if it’s a long document. They could actually be hurting your efforts. Studies have shown that the longer the document is, […]
When it comes to advertising, just about everyone thinks they can create a “marketing message”. However, it’s not that easy because many times they haven’t considered the message *objective*. What’s the message objective? It’s the end goal that the message will accomplish. Without an objective, you have nothing but disjointed messages. With an objective you […]
The ultimate goal of content marketing is to make a sale and then get repeat business. But instead of bombarding the potential client with sales literature, the content marketer provides helpful information that the client can use to help themselves and their businesses. The problem is that many B2B organizations only produce a sales message […]
Marketers today have more choices than ever regarding how and where to promote their products and services. In addition to traditional methods such as print and direct marketing, there is email marketing, web-based advertising, social media such as Facebook, Twitter, and YouTube, and mobile marketing. As social and client-search tactics evolve along with changes in […]
It’s every marketer’s nightmare: Having your well-planned Twitter campaign hijacked. Every now and then stories pop up in the media about Twitter campaigns that have been hijacked by people who are less-than-friendly toward the company, and the devastating effect on the company that ran them. In 2012 McDonald’s had their #McDStories hashtag hijacked as animal […]
Inbound Marketers say that 75% of a prospect’s purchase decision is already made before they come to your website. Therefore, say the Inbound people, your company had better have a strong SEO program and a collection of interesting and compelling content pieces that will help move the prospect in the direction of preferring your product. […]
No progress should be made on a brand plan until the customer and their needs/wants/problems are analyzed. All customers have needs, and all want problems solved. It’s up to the brand manager to determine what those problems are and then see how well the branded product can meet those needs or solve those problems. Pretty […]
Long before there is the successful brand, there must be a brand plan; A carefully researched and formatted document that takes into account the marketplace and the competitors, lays out the unique selling points, creates a messaging program, contains contingencies for sudden disruptions, and supports flexibility for changes in the future. The macro-steps of a […]
As a marketing manager, my job is to implement cost-effective campaigns that drive higher levels of revenue. Many times though, I’ve heard marketing people focus more on a bigger list rather than bigger response rates. This is the worst way to go about it, and here’s why… The argument from the other side is always […]