How do you define a complex sale? Is it a B2B purchase? Is it planning a family vacation for 2 adults and 3 kids ranging in age from 4-12. Can it be purchasing new pillows for your bed? How about when deciding on an enterprise testing and targeting solution? As marketers we use the term frequently but as I often find people sort of know what it is when they see it, but don’t really define it well. You’ll often…
Good Copywriters Are … “What makes for good online copywriting?” Both marketers and copywriters have their reasons for asking this question. “Can you recommend a good online copywriter?” Ah. Unfortunately we have considerably fewer answers to that one (although we wish we were busting at the seams with them). So one day, I enlisted my colleagues in brainstorming the answer to this related question: “What qualities must a good onlne copywriter possess?” Here are 13 things that we would look…
Google+ may be growing, but anyone who spends time on it wishes it had more engagement with their connections and more content being shared. Unfortunately, it doesn’t. Why is this happening? It is not just lack of people, it is the lack of integration with the content marketing ecosystem. Even though there is a great mobile app for Android and iOS, it is still very web-centric. People will share content when they come across content they encounter on the web…
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.…
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…
Last week, in our Conversion Optimization challenge we looked at the following PPC ad: and the corresponding landing page (image capture below): How would you optimize the ad and the landing page? My general guidelines for marketing with landing pages: Start your marketing with your landing page and ask yourself how it answer your personas’ questions and needs. Then choose an ad or email that would make them want to click and see that page. 7 Steps to Persuasive Landing Pages Step…
Last week, I visited ComicCon Austin with my 7 year old son. The people in costumes, the famous actors and characters were not what caught my attention. What fascinated me is the engagement that people had with these characters many of whom have been around for more than 50 years. That is the value of great content. I caught up with Shane Gibson, Chief Social Officer for WizardWorld and ComicCon to discuss the power of these iconic brands and to…