Integrated Touchpoint Marketing Strategy & Marketing Courses
Bryan Eisenberg and his brother, Jeffrey, need no introduction. They have written books with titles such as ‘Persuasive Online Copywriting: How to Take Your Words to the Bank’, ‘Call to Action: Secret Formulas to Improve Online Results’ and ‘Waiting For Your Cat to Bark?: Persuading Customers When They Ignore Marketing’. In this interview, Bryan shares his opinion on social media, content marketing and customer-centricity, obviously from the conversion … [Read more...]
Earlier this week, Sharon Flaherty wrote a post for Econsultancy, titled “Want quality content? Produce it in-house”. I bookmarked it, which usually means I disagree on several points so here are some reflections and tips on deciding whether your content (and what content exactly) should be created in-house or not. I also added my thoughts on the in-house versus outsourcing question regarding content marketing in general. Let me begin with a few basic, yet crucial postulates. … [Read more...]
Do you remember good old AIDAS? Just in case: AIDAS is an acronym for Attention, Interest, Desire, Action and Satisfaction. It is an illustration of the various stages of the marketing process as we have been using it for decades and still do. Well, in fact, originally it was a sales funnel model, called AIDA. Given its origin it’s not a coincidence that the various steps of the AIDAS model correspond with those of the sales process. A look at the first part of the acronym from the … [Read more...]
While planning to purchase a product or service, people have always sought the advice from other people they trust or know. This is one of the reasons why companies make use of customer cases and client references. They hope these will give the prospect a little push in the right direction to go into business with them. However, there's much more you can achieve with customer cases... … [Read more...]
Often, inbound marketing is defined as a combination of marketing strategies that focus on “being found” by people in the online space. According to a definition on Wikipedia inbound marketing is, I quote: “a marketing strategy that focuses on getting found by customers." Wikipedia also refers to David Meerman Scott’s book “The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly” in … [Read more...]
Content has for many years been treated as the ugly duckling of the online marketing universe. Today, however, this seems to have changed. Or better, I maybe should say “it starts to change” because every day again I have to notice how companies succumb for the old ways of push marketing under pressure of internal silo-driven personal short-term priorities. An increasing number of marketers fortunately has understood how “users”, “prospects”, “leads”, “recipients”, … [Read more...]
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Blog Comments and Engagement: Calculate and Use the ConversATion Rate
Help, my blog gets no comments! It’s something I often hear being said by marketers that recently started an ‘inbound’ or content marketing program by launching a corporate blog. In order to receive comments, you obviously need some kind of community of people that find your blog worthwhile or simply find it at all. Moreover, comments are not always essential. The commenting culture is very different in various countries and maybe you just really write darn good posts no one wants to … [Read more...]