When it comes to the evolution of the Web and of social media, keeping up
seems like an impossible task for most business executives. Nonetheless,
keeping up is critically important in order to remain relevant. The good
news that I take away from a recent study by Forrester Research, is that the
evolution of the "social Web" will help level the marketing playing field
between large and small organizations. The report was written by a
Forrester senior analyst, Jeremiah Owyang, who is, not so coincidentally, has
a terrific blog, Web Strategy.
In the past, large companies had all the cards. They had lots of money,
lots of people and lots of intrusive but effective messaging. In the old
era of in-your-face marketing, corporate giants could control results in many
cases by simply outspending smaller rivals.
Times have changed. Consumers are now a surging control vi... (more)
Thanks to my co-author, Joe Pulizzi, and some helpful contributors for making
your search for the right implements a lot easier
If you are starting from scratch, it’s almost impossible to figure out what
social media and other related online tools will be genuinely useful for
marketing your business. Fortunately, Joe has taken the time to assemble
and comment on 42 of the most worthy in his blog.
You’ll find that a common thread among many of the 42 is that they involve
both inbound and/or outbound communication. In other words, they will help
you send a message to your target bu... (more)
It’s Not Visual. It’s Doesn’t Get Quickly to the Point. It Doesn’t
Show How It Can Help
When much of the web was experimental and Web surfing was still recreational,
it might have been okay to have a website that was creative for its own
sake–even when it was unclear about its purpose. Not so today.
We face three key realities that must shape our thinking about a good versus
Websites are our most important marketing tool. They will increasingly
replace most traditional marketing. Therefore, you have to get it right.
Your prospective online buyers are pressed for ti... (more)
Whether or not you are actually sending out regular eNewsletters to customers
and prospects, you should consider creating a special ‘tips’ eNewsletter
for new users and/or testers.
As it frequently does, the Avongate blog inspired me with a post that was
specific to software companies that need to convert free trial users into
paying customers. Guest blogger, Jason Cohen, CEO of Smart Bear Software,
emphasizes that you need to do something with your captured customer info,
because you will be wasting data otherwise. But, he also suggested that the
typical "thanks and hope you’re... (more)
That’s the key word from veteran SEO expert Heather Lloyd-Martin
SEO is not about creating a website sausage overstuffed with key words and
phrases. It’s all about creating relevant and compelling content that
transforms you into a thought leader who can become a trusted provider That
is ultimately how you convert visitors into buyers
Of course, this is gospel for me and many content marketers. But, it is still
poorly understood by many marketers and SEO practitioners who swear that
cramming a ton of “search engine friendly” words and phrases deemed into
every nook and cranny of y... (more)