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.

An Intervention for a PPC Addict

In my previous life, I was a social worker who helped mentally ill and chemically addicted adults on their road to recovery. I see many of the same symptoms of addictive behavior in too many pay-per-click (PPC) advertisers today. After all, there’s something terribly seductive about the simplicity of creating a PPC (define) ad; within moments your ad shows up and gets you clicks. As the high continues, you crave more, adding more keywords and new campaigns to keep increasing…

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PPC Optimization: The Road to Recovery Workshop

In a couple of weeks, I will be on the road again to help people optimize their Pay Per Click marketing efforts. From July 7-9th, I’ll be in Boston, Philadelphia and New York City for the Online Marketing Summit tour. Here is a description of the PPC Optimization workshop I’ll be doing: Over $10 Billion dollars were spent on Pay-Per-Click advertising last year. A portion of that came out of your pocket. Are you satisfied you’re getting the maximum return…

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Why I Won’t Buy From You!

Actually the answer is pretty simple. You haven’t given me sufficient reason to choose you over your competitors. Today’s customer has more choice, more knowledge, and even tabbed browsing to evaluate you and distinguish you from all of your competitors. In the few seconds they’ll invest in your website, if they can’t decide why you might be the solution to their want or need, they’ll close that tab faster than your Flash promotion can ever engage them. I just returned…

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The Secret Behind Successful PPC Advertising

When we audit clients’ PPC (define) accounts, we look at their work from two aspects: the technical and the creative. While a 95-character ad shouldn’t be so challenging, common flaws appear in almost every account. Let’s start out by examining the creative aspect. Creating the PPC Searcher’s Journey For visitors to convert, the five steps of the PPC searcher’s journey must be in alignment along the conversion path. I describe that five-part journey below. The model is simple, the execution…

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7 Ways to Increase and Retain Newsletter Subscribers

Newsletters continue to serve as an effective way for businesses, from retailers to B2B services, to stay in touch with their customers. In my last column, I shared the simple but powerful technique of using point-of-action assurances to convert more visitors into taking the actions you want them to take – such as using the words “we value your privacy” anywhere you want someone to provide you with their e-mail address. Here are some other tips you can use to…

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Measuring Social Media: An Interview with Jim Sterne & Avinash Kaushik

Just last week, I had the pleasure of keynoting the fabulous eMetrics Conference in San Jose. While there I had a chance to sit down with my good friends Jim Sterne and Avinash Kaushik to discuss Jim’s latest book Social Media Metrics: How to Measure and Optimize Your Marketing Investment. If you are doing anything in social media, planning on it (and if not why not) then you should get a copy right away. Take 8 minutes and watch the interview…

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Want More Actions? Leverage the Point of Action

Two weeks of West Coast jet lag while keynoting three conferences means a lot of parties. At a reception, a guy named Peter told me that he read my book “Call to Action” a few years ago and that he used it as the basis to redo his company’s shopping cart. Peter more than doubled conversions based on the advice we gave him. However, he said he had an unbelievable battle to explain and use an obvious technique: leveraging his…

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Free Conversion Rate Consulting 2

In January, I was able to offer a couple of websites free conversion optimization consulting from my MarketMotive certification students. Those students had some terrific successes with our volunteer websites. For example, one retailer increased their conversion rate by 132% and one lead generation website increased their conversion rate by 111%. I need more volunteer websites to work with my students. In order to achieve their certification, my students must perform a certain number of successful improvements for a website. Some of these…

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