As I look at more and more websites it makes thinks about what makes a good/great website. And really it just comes down to “just common sense”. Great website must have usability, in that it must work for customers, serve your purposes and be easy to use. If clients find your site difficult to use, they’ll avoid it, and yet there’s no single right approach to designing a website.Read More
Designing Your Marketing Dashboard
The process of deciding which metrics to use on your marketing analytical dashboard includes the initial “discovery” stage – when you identify “potential metrics” – and the “confirmation” stage, when you test and update those metrics. In this discovery phase, you can pursue three options:Read More
Marketing Analytics Dashboards, are they for you
To make the right marketing decisions in the face of rapidly moving events, you must know what has happened, why it happened, what the potential results of different responses might be and what actions you have to take. Answering those questions requires fast access to sound, pertinent data. A well-designed marketing analytics dashboard provides that and more.Read More
Treasure the Competition in you marketing plan
To be an effective competitor, analyze your competition, including new firms entering the market. Depending on what you sell, your competition can come from suppliers, resellers and manufacturers. But rivalries are not the only source of business uncertainty, which also can arise from larger trends – economic, demographic, technological, social or regulatory. Once you identify these competitive threats, factor them into a short list of your key planning assumptions, which you can use to build your marketing strategy.Read More
Tags: Marketing Plan
You marketing plan should be about people and your products
Marketing is about people. A good marketer will fi nd out what the company’s customers want, target the right audience, and discover or formulate the benefits that make a product or service unique. If your business, large or small, does not offer something exceptional, you are just selling something that customers can get elsewhere easily. If you want your business to succeed, you must offer something your competition doesn’t.Read More
Tags: Marketing Plan
Where do you start with A/B Testing?
A/B, or comparative, testing means showing different versions of your site to different people and “measuring which version most effectively turns them into customers.” Once you decide to “A/B test,” pick your starting point. Many people generate confusion by changing elements without setting goals or criteria. Instead, follow “a purposeful and deliberate five-step process”:Read More
The Sales Potential from social media
Of necessity, today’s B2C or B2B sales or marketing professionals must be proficient at “social selling.” Social media’s current audience of 1.48 billion consumers continues to expand daily. If you can connect with only “one-tenth of one percent” of this audience, you will reach a million consumers at minimal expense, since you can use most social media for free.Read More
Tags: social media
What is your branding about and why you need it?
Even marketing professionals have a difficult time defining branding. Some call it a “promise”; others call it a “culture”; and still others describe it as a combination of characteristics, identity, values and design. Branding is all of that and more, a sum that’s greater than each individual part. Branding is a strategic mix of the “tangible and intangible” that coalesces to form the “essence” of a company.Read More
Why is Content Marketing key for 2015
Conventional, single-thread, one-way, disruptive mass communication – like the television commercials that brands have long subsidized – is on the way out. Today, content rules. Nine of ten companies of all sizes and all industries in North America use content as part of their marketing programs to attract and hold customers, and to build sales and profits.
Why should you test your website?
Every colleague, employee and customer has an opinion about your website. Most of their beliefs are out of date, biased, based on experience in some irrelevant realm or, most often, just plain wrong. Rather than going with your opinion, their opinion, the opinion of your CEO or the latest trend from the marketing department, pursue the most functional option: testing. Most likely, “your website is underperforming.” The gap between its performance= and its potential importance and return on investment is the “opportunity gap.” You can fill that gap, but proceed with care: Whenever someone suggests something that affects your site, test it.
Tags: Marketing Strategy