The vast majority of people who visit your website will come and go without a trace. That’s why it’s so important to get their name and email address so that, with their permission, you can continue to engage with them and move them toward becoming a customer. Continue reading
It’s kind of a hassle for people if every time that they come to your website and want to download something you ask them for the same information (name, company, email, whatever) over and over again. And you’re not learning more about them in the process. Progressive profiling is a way to improve the customer’s experience while also deepening your knowledge about them. Continue reading
About one day a month I mentor startups at MIT and in the process I’ve had a deep exposure to its engineering culture. Like the Matt Damon character in “The Martian”, they pride themselves on a dispassionate approach to working the problem. Marketers can gain a lot from this approach, too. Continue reading
You can amplify the impact of your physical events via social media if you do just these three things:
- Provide Wi-Fi so people can be online with their tablets and computers when at your event. If your event is deep inside a hotel or conference facility even smartphones may need Wi-Fi to get online.
I’ve never seen a field of business with so many shysters as search engine optimization.
I can’t tell you the number of times that, in talking with a prospective client for the first time, I’ve said, “It looks like you haven’t done any serious SEO work to your website” and they will reply, “You’re kidding. We just paid someone $25,000 a few months ago to optimize it.”
It’s easy to get a lot of followers on Twitter. But that’s not what matters.
Some people on Twitters have tens of thousands of followers, or even hundreds of thousands. Continue reading
An increasing number of businesses are now using live streaming video to reach their customers on social media. In addition to Facebook Live, Twitter offers Periscope, and YouTube provides Stream.
Live streaming can be used to broadcast your events for free. All you need is someone with a smartphone, an app and an account and you can let people who can’t make it in person know that they can still watch online. Continue reading
If the overnight success of Pokémon Go means anything, it’s that augmented reality has entered the mainstream and will be understood by many more people. And augmented reality (AR) has many applications in marketing.
For those who haven’t heard of AR, it’s adding data or images to images of the real world. While it can be done with a special headset it’s far more accessible if it’s done with a smartphone camera and app. Continue reading
When people see your messages multiple times in multiple places they are typically more effective. One cross-channel opportunity is to advertise to your prospect or customer list with Facebook’s Custom Audience feature.
Upload your customers’ email addresses or phone numbers into Facebook Custom Audiences and it will match them with its members (for privacy reasons it deletes immediately ones that it doesn’t already have). Continue reading
Stories are far better at activating the emotions of customers than data. People are built to respond to stories. So put your messages into a narrative.
Some of the best, recent Super Bowl ads tell stories: Continue reading