It’s not the devil that’s in the details, it’s human interaction. Would you rather receive email from email@example.com or firstname.lastname@example.org? Sure, marketing automation allows your communication to be scalable, but it carries a pretty big price. Impersonal interactions with potential and current customers go only so far and can actually backfire. You might find yourself... More »Customer Engagement Secrets to Marketing Success
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There is a lot of information out there, and the people in your network are probably feeling overwhelmed by it all. This can be an unfortunate source of stress for them, but it’s also an important opportunity for you. What is content curation? Content curation is the process of scouring the Internet, filtering out the... More »How Content Curation Keeps You Visible and Valuable to Your Network
Chocolate. Shareholders. Our first kiss. None of these things. Nothing is more important than the satisfaction of our customers. They mean everything. Ultimately, it is down to the consumer to decide the success of your business – and their judgement is final. That is why the evaluation of customer happiness is a major contributing factor... More »Providing Customer Satisfaction Against the Odds
In 2003, Seth Godin talked about the TV industry complex where companies spent millions on advertising. He said that this type of promotion was now dead and we should be remarkable (do something people will remark about) in our marketing. He talked about this over 10 years ago, but businesses have still not changed. Companies... More »How To Be Remarkable In Marketing
Marketing videos should do more than educate and entertain. The goal of every business video should be to motivate viewers to take action. While increasing traffic and pushing brand awareness is important, the ultimate goal of video marketing is about driving more business! To do that, it’s important to utilize compelling calls to action that... More »Why Your Video Needs a Call To Action
What every customer service blogger, consultant, speaker, writer, and software provider WON’T tell you is that it’s ok to suck at customer service. Really…it’s ok to actually suck at customer service. I mean, not forever, but part of trying something new means that you almost always will suck at it at first. Getting to the... More »Sucking is the First Step to Being Sorta Good at Customer Service
In today’s world, ecommerce sites face a number of challenges. In particular, missed opportunities and receiving negative feedback are areas of concern. These sites are in the business to make money, and seeing site visitors leave empty-handed is less than ideal. Negative reviews are no picnic either, as they can impact brand images and the... More »How to Handle Negative Reviews and Create High Converting Check Outs
Social Media: When we see those two words together, it represents a revolution in the communications landscape. Over the past several years we’ve been creating communities, building relationships, and providing transparency and brand trust while serving and connecting customers more quickly. But have you thought about leveraging it – particularly Facebook – to empower your... More »Combining Customer Support And Facebook to Maximize Your Leads
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?
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
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