While doing research for my presentation at this year’s DMA Annual Conference in Chicago, I came across some really surprising data. According to the 2013 Cross-Channel Marketing Report, published by Econsultancy in association with Responsys, 70% of those surveyed agree that retaining a customer is cheaper than acquiring a new one. Yet only 30% of... More »Retain Customers and Increase ROI
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There is an unprecedented amount of listening going on right now. Customer-centric companies are listening to customers after lots of touch points, including visits to web sites, calls to the contact center, in-home visits from technicians, visits to a store and so many more. Most of this listening is being driven by more sophisticated Voice... More »Are you Listening to Your Prospects?
Here’s a question for all the small business owners out there: What’s the central component of your content marketing strategy? You may be inclined to say that it’s your blog, your Facebook page, or even your Twitter feed—but in reality, it’s your business website. The website, more than anything else, serves as your company’s virtual... More »Improving Your Content Marketing Strategies Means Improving Your Website
We’ve all heard the mantra, “content is king”, but interest-piquing content is just one aspect of a holistic, successful Revenue Marketing™ approach. People, process, technology, content and strategy all have to effectively coalesce in order to produce the results that signify a marketing department’s evolution from cost center to revenue center. But while all of... More »If Marketing is a Business Weapon, then Content is its Ammunition
I am a huge comic book geek. Seriously. I have well over 2,400 comics and trades as well as a life size Superman in my office. However, I’ll try to not let my geek flag fly too often in this post. Comic book movies have been around for a long time. In 1978, Superman: The... More »Inbound Marketing Lessons from Marvel Superhero Movies
Are you knee deep in doing everything in the business? Would you like your current role to morph into this? Being the front facing person of the agency. Determining and communicating the vision of the agency. Creating growth strategies. Measuring the revenue and profit. Developing key strategic relationships. Executive coaching for vice presidents. Be able... More »How to Grow Your Digital Agency Year Over Year
For marketing nerds, A/B testing is an amazing thing. Going from a state of guessing to a state of knowing is a settling feeling for anyone really. But when you spent hours coming up with different headline ideas, different versions of copy, different calls-to-action, it can be hard to make the call on which combination... More »3 Marketing Tools for A/B Testing Your Heart Out
Friedrich Nietzsche once said, “You have your way, I have my way. As for the right way, the correct way, the only way, it does not exist.” These profound and yet rebellious words simply demonstrate that perspectives differ from person to person, including the way they perceive certain actions. Actions that may seemingly guarantee success... More »Viral Marketing: A Few Words From Nietzsche
Every PR agency touts its storytelling prowess. When everyone gravitates toward the same shiny objective, it tends to lose meaning. You can start to get a feel for how this plays out through a simple Factiva (massive database of publications) search on the number of stories that contain the word “storytelling” going back 10 years.... More »Can Storytelling Differentiate a PR Agency?
Lessons about Customer Service Sometimes “company policy” drives me crazy. Often policies are perceived as unbendable rules. When it comes to customer service, the words policies and rules may not be the best choice of words for creating a customer focused environment. The story I’m about to share is filled with lessons about customer service.... More »Customer Service Rules vs. Guidelines
A long time ago…back when I was something of a younger version of myself, I would take a Lindbergh- ride to NYC and plant myself loosely in the corner barstool of my favorite hangout. Sweet Basil’s was a Blues & Jazz club in NYC on Seventh Avenue, just down from Bleecker Street. The music warmed... More »What the Blues Can Teach Us About Inbound Marketing
This week, American pop singer Peter Hollens had possibly the best week of his career. Although he already had a very impressive following and fan base, one of his videos went viral and propelled him to the front page of YouTube, The Huffington Post online and other media outlets. We get approached a lot by... More »The Peter Hollens Experience: Going Viral
The success of small business content marketing comes from managing the flow of leads to a point of conversion. In parts 1 and 2 I shared information about how to create compelling content and how to get it into the hands of those that are meant to consume it. Oftentimes, with these items ticked off... More »Small Business Content Marketing; How To Get More Clients, Part 3
Kiss – Keep it Simple, Stupid! This is one of my favorite sayings. It in itself is simple. The problem is, for us as people, this is one of the most difficult things to do. I am not sure why. We as a people, for whatever reason, like to make things complicated. I am not... More »The Marketer’s Guide to “Keep it Simple, Stupid!”
A client asks: “I notice that you’re recommending we gate our offer content behind landing pages as part of the lead nurturing campaign. Why is that necessary when we already know who these people are? Aren’t we just making it more difficult for people to respond?” As I discussed in this earlier post, it’s not... More »5 Reasons to Gate Lead Nurturing Content