30,000 ft view image courtesy of Erin Do you really know who your customers are? Do you take a 30,000-foot view or a more granular, zoomed-in view in understanding and describing them? I did several workshops this week on personas and journey mapping. The two are intimately intermingled, and that’s an important point to remember.... More »Do You Know Who Your Customers Are?
Grow A Business
I was oddly amused and somewhat saddened observing a situation from the sidelines recently. I wish it were an isolated situation, but it’s far too familiar — I think you’ll recognize it. A customer has a problem. It’s not one of those hairy big problems that we darken the sky with airplanes, sending experts, corporate... More »Just Solve The Damn Problem!
As with any marketing initiative, it is important to measure your results. The focus is generally on calculating Return on Investment (ROI) for the spend incurred, but there are other important metrics that are critical to your success. Even if your current campaign is profitable and you are happy with the result, there is always... More »6 Must-Measure Metrics To Evaluate The Success Of Your PPC Campaigns
By late August, Google will retire their regular PLA campaign type and switch all product listing ads users to Shopping campaigns. Beta launched in October 2013 and fully rolled out in February, Shopping campaigns have a number of unique features that make them particularly attractive to e-tailers: The ability to browse inventory within the AdWords... More »Goodbye Google AdWords Regular Campaign Type, Hello Shopping Campaigns
Picture it: you’re a small business owner and you hire a new salesperson to promote your products and services. You give the salesperson a year to help build brand awareness and drive sales. One year goes by, and you call your salesperson into a meeting. He tells you that he’s generated zero leads and $0... More »Content Catastrophe! Why Won’t My Website Convert Leads?
Brand value is based upon the sum of all its parts. Those parts are: a brand name, its marketing, the relationship the brand has with its target base, its intent and its history. Additionally, to a large degree brand value or brand equity is based on its level of endurance. A brand’s stamina and staying... More »Flexing Creative: Increase Brand Value
When it comes to copywriting, one sentence can mean everything. Whether you are writing a headline, working on an opening for a blog post, or writing a one-liner for an advertising campaign for a client, being able to write a sentence that isn’t just average but is remarkable is vital. You’ve probably seen the Eugene... More »25 Rules for Writing Crazy Good Sentences
Facebook is a great platform to promote your personal brand. As a platform that was generally built as a place to interact with friends and make new ones, it is great ground to display your personal brand. Over the years, changes to Facebook have made it possible to increase your reach through advertising and marketing... More »Personal Brand Promotion on Facebook
With the influx of online marketing firms, how can you find the right one to handle the marketing needs of your website? You cannot be blamed for this confusion, as a business owner. With the number of attractive offers and gimmicks provided by every marketing firm, it becomes difficult to find the genuine one among... More »Which is the Right Online Marketing Firm for You?
For a site as revolutionary and groundbreaking as eBay is, it began with very humble beginnings. The very first item listed – then called AuctionWeb – was a broken laser pointer. Sold by the site’s founder Pierre Omidyar, who set the sales tool up as an “experiment”, it fetched a cool $14.83; a handsome price... More »Content Marketing and Tumblr Are Key Ingredients of eBay’s Source
If you are a professional service provider like SiliconCloud, you need marketing as much as the manufacturer of tangible goods needs it. Those who sell professional services face many of the same marketing issues as those who provide merchandise, although some key differences exist. First, clients have a different perspective about professional service providers, and... More »Marketing Your Company and the Intangible
“Can’t we just plan as we go?” “Why do we need a plan? I can give you some ideas right now.” “Is a plan really going to help?” No. Whatever. Yes. In that order. I hear a lot of objections to doing content marketing planning the right way, and these represent a few of the... More »Content Marketing Without a Plan: Marketer Beware
eCommerce; Augmented Reality (AR); Virtual Reality (VR): Three rapidly evolving digital technologies that have long held the theoretical promise of delivering more convenient, enhanced and immersive shopping experiences to consumers. However, like many other aspects of business in the digital age, speculative theory is fast turning into tangible reality. eCommerce, AR and VR are here... More »How eCommerce, Augmented & Virtual Reality will Redefine the Retail Experience
For some time, we’ve considered providing a beginner’s guide to understanding Google Analytics as a way to help new analytics users get acquainted with the system. We’ll soon be releasing more advanced articles that cover how to use google analytics effectively in the future, but for now, we hope you enjoy this introduction! How Do... More »The Beginner’s Guide To Google Analytics: Finding Your Way Around
When it comes to search, deciding whether to dedicate resources to organic search efforts (SEO) or paid search efforts (PPC) is not easy. The right answer depends on a variety of factors including audience behavior, available budget, and your organization’s marketing goals. Often, the answer to the paid vs. search question isn’t either/or. It’s a... More »Paid vs. Organic: Which Traffic Source Is Better?