Bryan Eisenberg

Bryan Eisenberg

Bryan Eisenberg is coauthor of the Wall Street Journal, Amazon, BusinessWeek, and New York Times bestselling books "Call to Action," "Waiting For Your Cat to Bark?," and "Always Be Testing." Bryan is a professional marketing keynote speaker and has keynoted conferences globally such as SES, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, SEM Konferansen Norway, the Canadian Marketing Association, and others. In 2010, Bryan was named a winner of the Direct Marketing Educational Foundation's Rising Stars Awards, which recognizes the most talented professionals 40 years of age or younger in the field of direct/interactive marketing. He is also cofounder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of SES Conference & Expo, the eMetrics Marketing Optimization Summit, and several venture capital backed companies. He works with his coauthor and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
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Facebook’s Desperate Attempt to Prove Its Value (Test it Yourself)

December 4, 2012
Bryan Eisenberg
Advertising, Social Commerce, Social Media, web analytics

Last week Adobe and IBM both came out with studies about how little impact Facebook had on referrals to sales on Black Friday’s online shoppers. Facebook then countered with their own evidence showing how they impacted traffic for retailers. Yes, there is surely an attribution modeling issue at hand here. But that is not the end of the discussion. Facebook has been working on a new conversion tracking program that will allow advertisers to track view-though conversions. View-through conversion rate is…

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Your CEO Doesn’t Trust That You’re Doing Your Job!

November 30, 2012
Bryan Eisenberg
CMO, Social Commerce, Social Media, Strategy

Did you see the startling statistic shared last week that 70 percent of CEOs have lost trust in marketers? If you’re a marketer, like I am, that should alarm you. According to the recent Fournaise 2012 Global Marketing Effectiveness Program, which has interviewed more than 1,200 CEOs across North America, Europe, Asia, and Australia, CEOs have lost faith in their marketing departments with their inability to prove ROI on campaigns: Furthermore, they have: Made the conscious decision not to expect more from marketing…

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Conversion Optimization 101: Social Media Landing Pages

November 27, 2012
Bryan Eisenberg
Ad Continuity, B2B, Big Data Marketing, Content Marketing, Conversion Rate Optimization 101, Landing Page, Social Media, Web Design

This week’s conversion optimization challenge is to offer recommendations on a socially promoted whitepaper campaign. Bloomreach recently launched a Twitter campaign including some promoted Tweets to gain traction for their latest whitepaper, Moneyball of Marketing. Their Tweets included: New whitepaper: Moneyball of Marketing. Learn how big brands are using data to attract net new customers http://t.co/LKYiKc82 You already have all the customers you need. But your competitors should read “Moneyball of Marketing” to catch up. http://t.co/thHBnUgI Your brand is huge.…

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Conversion Optimization 101: Copywriting Perspectives in Email Marketing

November 26, 2012
Bryan Eisenberg
Content Marketing, Conversation, Conversion Rate Optimization 101, Copywriting, Webinar

Last week’s conversion optimization challenge was to take a look at the webinar invite sent out by WriterAccess.com with the subject line: Webinar Invite: Lessons Learned From 90,000 Content Orders.  The email contained two major obstacles and a handful of smaller obstacles. The major obstacles are the copywriting perspective and the second one is the overuse of jargon. The smaller issues are related to building credibility in the host/presenter, the calls to action and point of action assurances. This is what…

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70% of CEOs have lost Trust in Marketers

November 20, 2012
Bryan Eisenberg
Strategy, Trends

According to the recent Fournaise 2012 Global Marketing Effectiveness Program, which has interviewed more than 1,200 CEOs across North America, Europe, Asia and Australia, CEO’s have lost faith in their marketing departments with their inability to prove ROI on campaigns: Furthermore, they have: made the conscious decision not to expect more from marketing than branding, look/feel good ads and promotions… CEOs feel marketers “live too much in the brand, creative and social media bubble”. This is a frightening statistic! What can be…

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The Wizards of Social Media

November 19, 2012
Bryan Eisenberg
Social Media

The more remarkable the customer experience (or piece of content), the stronger the desire to share it through word of mouth and social media. Just barely exceeding expectations isn’t enough. Remember, it’s important to be remarkable! The 3 Triggers of Social Media & Word of Mouth Marketing Recall the last few times you personally participated in word-of-mouth culture about your experience with a product or service. The product either exceeded your expectations or fell substantially below them. Either way, that…

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The About Us Page in a Social World

November 16, 2012
Bryan Eisenberg
Content, Customer Experience, Personal Branding, Social Media, Web Design

Since my column about the Power of the About Us page (remember 2006 when MySpace was really popular) was written, not a week goes by that I don’t receive a comment about it.  Every website needs an “About Us” page, it’s one of the most important but undervalued elements of a company’s website. This is especially true in a world where social media profiles allow us to connect content to people. The “About Us” page needs to show and tell about…

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Conversion Optimization 101: Email Marketing – Webinar Invites

November 15, 2012
Bryan Eisenberg
Conversion Rate Optimization 101, Email, Webinar

This week’s Conversion Optimization challenge is to take a look at the following email I received from WritersAccess.com with an offer to attend a webinar: The subject line was: Webinar Invite: Lessons Learned From 90,000 Content Orders What would you do to optimize this email so that more people register for the webinar? Feel free to comment on subject line, design, or copy. The landing page for the webinar is at: http://www.writeraccess.com/webinar/. Here is the text from the email from WritersAccess.com, if…

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