“I’m in marketing.” When I hear someone say that, I cringe. When I say it myself, I feel a defensive urge to explain what I do. I trace my aversion to the term back to a girl who drove the Wienermobile. She was a lovely girl. In fact, her perpetual smile and cheerleader personality made her well... More »A Case for Re-Branding the Term ‘Marketing’
There is an age-old argument about structuring your account based on the match type of the keywords in each ad group. Should you add all keywords on exact, phrase, and broad (and don’t forget modified broad)? What is the right way to do it? If there are so many ways to structure, how do you... More »Should You Include the Same Keyword with All Match Types in AdWords?
974 videos, 2,159 subscribers, 272,211 video views – all in just 17 months. Those are the key stats around Avaya Mentor, our program to create how-to YouTube videos led by me and my team. Creating your company’s own Khan Academy is not as difficult and laborious as it might seem. And the potential benefits – to your... More »Your Company Can Create Its Own Khan Academy. We Did
Every Monday night, from age 6 through age 17, you could find me at a Boy Scout meeting. Many of those Scouting values are still fresh in my mind – particularly the 12 values in the Scout Law (“A Scout is trustworthy, loyal, helpful, friendly, courteous, kind, obedient, cheerful, thrifty, brave, clean, and reverent.”) Check... More »12 Brands That Follow the 12 Tenets of the Scout Law
Crafting a value proposition that speaks to your target audience can make a world of difference. People have wants and needs. And if you can explicitly address those wants and needs in your value proposition, you are much more likely to get more leads, and in turn more customers. But how do you craft a... More »Value Proposition Testing: Optimize Through Email in 5 Easy Steps
“It’s true I deceived you but I wasn’t lying.” The statement, spoken brazenly by a work colleague, momentarily floored me. I thought deception and lying were the same thing. A little bit of research suggests there may be a difference. In ‘Why Leaders Lie: The Truth About Lying in International Politics’, the author claims there... More »Deceiving Without Lying
We recently released the results from one of our customer campaigns, in which our client saw a dramatic increase in new qualified sales leads (more than 600%) in one month. The overall impact of the campaign has produced an increase in sales revenues exceeding the combined digital marketing efforts from all of 2012. What was... More »Recipe for a Wildly Successful Multichannel Campaign
Wrigley Field’s famous “Curse of the Billy Goat” started in 1945 when Billy Sianis was escorted out of a game because his pet goat was disturbing other fans. He responded with “Them cubs, they ain’t gonna win no more,” and the cubs haven’t won a National League Pennant, let alone a World Series, since. Multiple... More »Critical Minute: Restore Wrigley vs. Curse of the Billy Goat
SEO industry is always in the hunt for a creative content. People have realized the importance to put some high quality content in their blog, website and other platforms to promote their businesses efficiently. Personally, I completely agree with the sentence “Content Isn’t King. Trust Is King”, truly said by Bernadette Coleman, the CEO of Advice Interactive... More »A Successful Content Creation Campaign, With a Content Editor
Your company or organization may already be hosting great events, but are you developing a sound content marketing strategy to make those events more engaging? Are you actually turning events into content? Events pack a powerful content marketing punch, because people attending events will remember their experience at your event far longer than they’ll remember... More »8 Ways to Transform Events into Powerful Content Marketing
As a small business owner, you’ve probably thought to yourself, “I’m not a salesman (or woman), how am I supposed to market myself or product?” The beauty of marketing is that you can sell without actually selling. But how can this be? I’m going to focus on social media marketing for the sheer fact that... More »Death of a Salesman: The Art of Selling Without Selling
What do retail leaders know about store promotions that you don’t? In a new report released last month, Retail Systems Research (RSR) uncovered common practices from retailers winning the war on store promotions and contrasted it with organisations struggling to get it right. While the research focused on pricing strategies, it would be hard to... More »What Leading Retailers Know About Store Promotions
If you’ve been writing for the web long, you’ve probably heard of the 4 U’s formula, which says that content should be Urgent, Unique, Useful, and Ultra-specific. Originally developed by business coach and serial entrepreneur Michael Masterson, this formula works wonders for headlines, titles, and email subject lines, but with a little tweaking, it can... More »4 U’s of Web Copywriting: Tips for Writing Great Headlines & Copy
Undertaking a redesign is usually a pretty big project. In addition to the actual design work, there are so many little details related to SEO and marketing that you need to consider. To help you out, here are some of the common problems you want to avoid: Don’t forget to add your Analytics code to... More »Site Redesign: Avoid These Mistakes
It’s now common and accepted for an online business to have customers from different countries and if you run any kind of business online then at least at some point of time you would have come across clients with foreign accents. In some cases foreign sales constitute a very important part of an organizations revenue.... More »How to Make an International Content Marketing Strategy
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