Especially for B2B marketers, there can be many reasons to undertake a rebranding effort. Potential motivators for a refresh of your company’s brand icon and positioning include:
Many marketers still treat email marketing like a numbers game — blasting thousands of emails to a tout-le-monde type list. This approach is not only a waste of time and money. It can alienate valuable subscribers, who quickly tire of irrelevant content and offers. At best, they’ll start to ignore your emails. At worst, you’ll lose valuable subscribers who are never coming back.
As the capabilities of SEO have increasingly become more diverse and robust, marketers now have access to an extremely sophisticated set of tools for the engagement and conversion of online searchers. The latest is the meteoric rise of the focus on semantic search: which uses highly structured “schema” markup to align SEO with the actual intent behind individual searches. Even with these advanced tools at your disposal, it’s more crucial than ever to remember:
As with other media and marketing channels, you need to adopt field-proven strategies to maximize your results from social media. Here are some valuable ways to generate interest, inquiries and leads — in order to grow your business and enhance your bottom line.
Why templates aren’t the bargain they appear to be... In the not-so-distant past, the typical company website simply functioned as an online brochure. For very small businesses still willing to settle for this limited functionality, a pre-designed template could possibly get the job done. However, it’s not really viable for a sizable company with more complex needs.
When modest sized companies start out with pay-per-click (PPC) advertising, there’s a natural tendency to bid on broad keywords they feel will attract the most leads. Keywords like “financial services”, “travel”, “marketing agencies” and so forth.
Over time, a brand promise can lose it impact and uniqueness. This doesn’t happen overnight, but slowly over time. Suddenly your market has become highly commoditized
Lead Optimization & Conversion: 4 of 4. There are reasons why many website optimization initiatives produce less-than-exciting results. Some efforts set the bar too low — keying on minutia such as incessant A/B testing of button colors and the like. Others lose focus by trying to tackle too many elements at once.The key to success is to use the analytics and insights you’ve gained to zero-in on the most promising areas for improvement.
Lead Optimization & Conversion: 3 of 4. There’s a lot of buzz these days about determining “visitor intent”. This is really a new buzzword for the time-proven value of getting to know your prospects. For all our gains in technology, there’s nothing more powerful than augmenting hard data with human feedback. Here are a few suggestions: