Fetch some leads and sales

I work with data every day, and the number one thing that clients want to know is whether they are keeping visitors on the site and getting them to convert. You would think that in 2017 this would be easy, right? Drive visitor to website with content, lead them to learn more or receive an offer, and get a completed form. Alas, no. It isn’t always as straightforward as it seems, especially when you have multiple sites and brands, complicated lead generation situations, or other…Continue Reading “Is Your Path-to-Buyer-Education Experience Simple Enough?”

Marketing Copywriting and Editing

When Is Your Copy Editing “Done”? As a marketing copywriter, your skills are a double-edged sword. You have the power to help your clients clarify their message, tell a compelling story and connect with your audience. But you probably also notice a lot of things when you write that others may not. While your client may write up something once, be happy or unhappy with it, and move on, your own attention to detail and ability to structure a narrative makes your work powerful. And…Continue Reading “Marketing Copywriters: What’s Your Writing Workflow?”

hiring a marketing consultant

In-House Marketing Teams Are Strained Marketing managers are under constant pressure to provide more and better results. With tough competition and the rise of data, execution of a cohesive marketing strategy is vital. But when there’s no time to plan, how do you know what to follow through on? No matter their level in the organization, marketers spend so much time on execution that resources just aren’t there for research and planning. This is why it’s so critical to engage an outside marketing consultant for…Continue Reading “Marketing Strategy Should Come From Outside the Department”

Marketers, To Be Innovative, Stand Out

Mere competence is not enough. There are plenty of “average” marketers out there in the world. So what do you bring to work that makes you more effective than them? If you can’t answer this question, you’ve got a problem. And today, marketers, your clients need you to come up with innovative new approaches and ideas more than ever before. There’s too much competition out there to deliver the same old product, diminishing returns will take over. But before you can do this, make sure…Continue Reading “Marketers, To Be Innovative, Know Yourself First”

What kind of world do you paint for your prospects

“To hell with facts! We need stories!” ― Ken Kesey Storytelling is vital to today’s marketing. Do you make a connection with your prospects and customers through storytelling, or are you still stuck in the world of “speeds and feeds” as we used to say in tech? Especially in B2B (business-to-business), there’s a gap between who companies think they are trying to reach versus who they really need to reach. And who they really need to reach are people, not companies. There’s an unspoken belief…Continue Reading “Marketing Story Is Key To Reach Head and Heart”

Marketing when your product isn't so exciting

Marketing is Hot Stuff, Right? Models, lingerie and fashion shows. What could be sexier than working for literally the hottest store in the mall? At 21, my first “real” marketing project was to create a promotional postcard for the manager of our local Victoria’s Secret. Yep, this is it, I thought at the time. The start of my long and glamorous advertising career. Yeah, No. I got it half right. My career has been long, and winding, but maybe not so flashy. At least not…Continue Reading “Five Ways to Market “Unsexy” Products”

chip cards

Chip Card, or Watching Paint Dry? By most accounts, the switch to EMV, or “chip” credit cards here in the US hasn’t worked out so well. Right now the roll-out is uneven at best. I make at least half a dozen payments a day with my credit and debit cards and the experience is pretty random. Will I insert the card into the reader, or slide it? Will there be a crumpled, hand-written note on the card machine that tells me what to do, or…Continue Reading “Will EMV Slowness Make Apple Pay More Appealing?”

freelance work

In-house marketing departments are being tasked with more and more difficult projects, especially in the digital space. It’s no wonder they are hiring out to keep up. From apps to creating an omnichannel customer experience and developing new products, the world for marketers is more technical today than ever before. At the same time, marketing departments are under constant pressure to reduce the size of their staffs and budgets. More work, and tougher work, needs to get done with less people. As a result, marketing departments are hiring more outside…Continue Reading “Marketers Rely on Outside Agencies More Than Ever”

Here’s what I’m reading this week, and I think you should too. B2B Marketing What the Engagement Crisis Means for Social Media Marketing Agencies Focus on what really matters. What Every Enterprise Marketing Team Can Learn from Surfers Stay flexible! Microsoft’s LinkedIn acquisition underscores potential in enterprise social media Is it really going to work, or will we be reading about a $26.2 billion failure in a few years? Small Business SEO Tips: How Mention Increased Search Traffic 373% in 6 Weeks Want to learn the…Continue Reading “What’s New in Marketing, July 5, 2016”

Family Video Storefront

In-Person Video Rental is Dying. What Should Family Video Do Next? Why do companies keep on running with the same business model when market trends point to their industry reducing itself to nothing? Take brick and mortar video rental. There’s a Family Video right down the street from where I live, but I haven’t bought anything there in years. The physical video rental market is declining by double digits every year. Competitors like Redbox have taken major expense out of the business model (labor, physical space) to offer bare…Continue Reading “What’s the Endgame for Family Video?”