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Landing Page Optimization: 7 Tips for Driving Up B2B Conversions
Landing pages reside outside the normal navigation of your website and are used to capture leads from various channels, such as email marketing, banner ads, pay-per-click ads or search engine optimization (SEO). Landing pages serve a singular purpose - to fulfill the...
Searching for Product Comparisons
When it comes to product comparisons, you can get some quick market research on how your product stacks up to a competitor. Just ask the Internet. I teach a course at San Francisco State University entitled, "Essentials of Integrated Marketing." In that course, I...
Integrating Share-to-Social (S2S) into Emails
Share-to-social (S2S) or Share With Your Network (SWYN) is the process of incorporating widgets into emails or other online content so that viewers can easily share the information with their social network friends and colleagues. According to a study conducted by Silverpop, email social sharing achieves click-through rates several times higher than forward-to-a-friend (which is typically under 0.1%) and adds an additional 1% to open rates.
The Case for the Positioning Statement
One of my personal "aha!" moments about the importance of having a clear product positioning statement came about during my tenure as a PR manager with HP's Test & Measurement group (prior to the Agilent spinoff). One of the divisions had just developed a...
How 4 Brands are Leveraging Social Media
At yesterday's Social Media World Forum in Santa Clara, CA, I attended a panel discussion entitled "Benchmarking Advertising on Social Networks." The panelists represented American Airlines, Harley Davidson and Warner Brothers Records. I also recently attended a...
Does your company have a social media policy?
Social media is on top of everyone's mind. Most professionals have already set up their profile on Linkedin. While many individuals are becoming conversant with Twitter and Facebook, the jury is still out on how effective and compelling these new tools are for...
What’s your sales process?
Customers don't live in a one-size-fits-all world. Customers expect you to deal with them as individuals... individual unique companies with differentiated needs and distinctive requirements. To be successful your company should not have a one-size-fits-all sales...
Your complete “customer advisory boards” resource center
I've been facilitating customer advisory boards, councils, and executive forums for more than 10 years. I've learned a lot, and offer a collection of articles on this subject. They share insights, tips, and best practices to help executives optimize their programs...
Dos and Don’ts of Email Marketing
It has been six years since Congress enacted legislation controlling the way businesses can use emails to send commercial messages. And yet, hardly a day goes by that I don’t receive unsolicited email with no Unsubscribe link, in violation of the CAN-SPAM Act.
Clara Shih on “Marketing in the Facebook Era”
Yesterday I had the privilege of hearing Clara Shih, CEO & Founder of Hearsay Labs, speak on the topic of "Marketing in the Facebook Era" at a DMA of Northern California luncheon. Clara recently wrote a book on the topic: The Facebook Era: Tapping Online Social...