Here’s the million-dollar question: Is your content marketing system really working? How’s your ROI? According to a report by The Content Marketing Institute, brand awareness is no longer enough for B2B companies. 85% of respondents say they’re now looking for leads from their content marketing systems. And they should be! Although brand awareness is a good ancillary goal, if your …Read More
Lots of people visit your website. Current clients looking for information, prospects who are thinking of making a purchase, people who want to learn more about your area of expertise (DIYers), competitors, people who saw your ad and are curious, people who click on your link in their not-really-related Google search, etc.
You probably want to say something to all of these people. …Read More
If you ask a typical business owner what his or her budget is for conversion rate optimization, you’re likely to get a blank stare. People who run companies know how much they should be spending on office space, personnel, supplies, and even advertising. But when it comes to the murky waters of online marketing, particularly conversion rate optimization, it’s not …Read More
If opening your email felt more like checking the snail mail for something awesome from Amazon and less like digging through the trash, the world would be a better place. If every email you sent contained something awesome that the recipient deeply wanted, everyone would look forward to your emails. — Robert Williams
Why do so many companies and salespeople send …Read More
For companies that depend on SEO, conversion rate optimization (CRO) can be kind of scary. They don’t want to disturb their websites’ rankings, so they’re reluctant to change anything on the site, especially content. But SEO and CRO can happily co-exist. Here’s why.
SEO is about pages, not entire sites.
Yes, domain authority has a big impact on ranking. But Google …Read More
Marketing legend David Ogilvy discovered, “On the average, five times as many people read the headlines as read the body copy.” What does that mean for you when you’re trying to sell prospects who visit your website? You’d better be able to sell them with your home page headline — at least sell them on reading further.
So what makes people continue …Read More
Want someone to take action? Explain why they should.
A classic experiment in the late 1970s, run by psychologists Ellen Langer, Benzion Chanowitz, and Arthur Blank, demonstrated the power of explanation on the human psyche. They experimenters approached people using a photocopying machine, and they measured the effectiveness of different ways of asking if they could cut in line. When they asked …Read More
How many times have you experienced an excited prospect’s eyes glazing over when you finally quoted your price? When sticker shock derails a conversation, it’s hard to get back on track. Pricing is one of the most difficult things to navigate in sales situations, both in person and online.
But there’s an easy way to beat sticker shock. You may have heard of …Read More
If you’ve got neuropathy, you’re not going to go to a family doctor for treatment. You need someone who knows everything there is to know about the nervous system. You’ll pay more to go to a neurologist, but you’ll gladly do so if it means getting rid of your pain.
If you’re in a B2B business, you’re selling knowledge. You’re selling …Read More