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In the old frontier days of marketing automation software – say, around 2007-2010 – it was an exciting time as marketers learned they didn’t have to keep spreadsheet notes, calendar reminders, or manually push “send” each time they wanted to communicate with target prospects.

More than 70 different vendors eventually rose to fill this new demand, with wildly varied approaches to workflow processing, site architecture, CRM integration and user interfaces. There was not even a standard definition of what “marketing automation” meant. But as the technology evolved and smaller companies merged or got acquired by larger ones, a substantial amount of industry consolidation has taken place in the last several years.

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You may have heard of ad retargeting and have some idea what it’s about. If you’re wondering whether it could be a good solution for your business, here is an overview of when and how retargeting works best, and the different kinds of retargeting strategies that digital marketers are using today.

 

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There is nothing worse for a marketing professional than when random acts of marketing are committed that don’t relate to the larger strategy of the business. It’s a waste of money, time and resources. To have the best impact for your business, marketing should be connected to your business growth plans and thought about holistically, rather than consisting of a series of trials and errors.

In this article, I’ll show you how to identify the most typical Random Acts of Marketing (RAMs), and help you avoid the trap of a CEO’s sudden whim to try something different – and maybe expensive – to improve short-term results.

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Generating traffic and generating leads are two distinct strategies.  It’s relatively easy to lure prospective customers to your website or platform with an eye-catching piece of content that you tease out through social media or digital ad campaigns. One good hook can pique enough curiosity to get them to cruise over and check it out – for about 10 seconds.

But generating inbound leads willing to surrender their contact information on a capture form takes a little more creative effort. They need to be moved by your content and motivated to get more of it before they’ll take that ultimate opt-in bargain that marketers make with prospective customers.

Below are 11 creative content ideas for generating leads by keeping their curiosity levels high enough that they’ll be happy to opt in to your marketing list.

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It’s not just millennials- all buyers today want quick but meaningful information that’s delivered in a personal way.  Today I go over the eight essential planning steps to video marketing that sells by educating, entertaining and converting the viewer.

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Digital marketing – the use of online communications tools to reach desired target audiences – is no longer a new industry still finding its way. In fact, it’s advanced pretty far, especially with all the proliferating innovations in the marketing automation industry.

 

So many tools available – but what’s your digital marketing strategy? Read more »

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Often times, a PPC campaign runs like clockwork. They are so fully automated that we tend to just check the standard metrics for our periodic reports, but don’t look too deeply into what’s really going on in the user experience. Many marketers aren’t paying attention to the small details that can actually have a big impact on campaign performance.

PPC campaign strategies that fall into the “set and forget” category need a forensic review on a regular basis. As marketers, we need to make sure they don’t keep chugging mindlessly down tracks that are falling out of favor with the target audience.

Here, I offer some self-checklist questions and professional marketing tips using commonly available analytics tools that will help you improve PPC campaign performance.

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There’s a classic conflict between Sales and Marketing teams at many companies, where each tends to undervalue the other’s contributions to revenue growth. If allowed to fester unchecked, this mutual antipathy works against the best interests of customers, the company, and the individual adversaries themselves.

It doesn’t have to be this way. Here are some helpful insights on how to align marketing with sales so you can all start pulling as one team.

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As someone whose job and professional interests draw me to follow the cutting-edge trends in digital marketing, it helps me to gather my observations on this fast-evolving industry into a bigger picture.

I like to understand why we do things differently now this year than we did last year- or three years ago. But most importantly, I like to look ahead to see where the smart marketers are placing their bets for next year and beyond.

Therefore, I give you my countdown of the 10 hottest marketing trends for 2017.

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