Varied content for different purposes.
Optimize your messaging strategy to provide different content types -- each designed to align with the evolving mindset of a prospect in its own distinct way.
Using drip campaigns to leverage behavior.
The way to maximize the effect and ROI of drip campaigns is by combining them with a data-driven behavioral marketing strategy that connects with targeted subgroups, personas — and even individual customers/prospects.
Simple ways to boost your indexability.
There are a number of simple audits and tweaks you can make at the root level of your site to help Google/web crawlers and live web-searching prospects alike to find your site.
Why SEO should be your first consideration.
While the digital marketing adage “content is king” still holds true, the key for an effective website today is to let SEO considerations take the initial lead — then empower them to serve as a functional foundation and content infrastructure that drives engagement and conversions.
Optimizing email content to maximize engagement.
A smartly strategized and executed email marketing program is still the most productive channel to drive website visits, heighten engagement and increase conversion rates.
Increasing engagement and revenue through behavioral marketing.
With its one-size-fits-all messages, “buckshot” marketing was often an effective approach in the bygone days of mass-media domination.
Strategies to ramp up your content production
Here are a few strategies that can help you establish the consistency and momentum needed to accelerate and maintain an effective content development effort.
Building a nurture engine through marketing/sales collaboration.
For decades, the lead generation and management process has been typified by a method you might call The Big Handoff. Once the Marketing function hands off qualified leads to Sales, there is often no end-to-end method for tracking a prospect through the decision journey to ensure that: 1) the prospect feels his/her needs are truly being met; and 2) the prospect is getting the most relevant information, at the right times, to inform and nurture the decision.
Fueling e-commerce with triggered transactional emails
A key e-commerce element to develop is a corollary program of triggered transactional emails — a valuable ally for building overall audience engagement and ongoing customer relationships.
The power of LinkedIn for segmentation and retargeting
LinkedIn has been slowly and strategically transformed itself into a go-to platform for business news. You can leverage a mix of sponsored LinkedIn updates and external social platform retargeting to draw visitors to your posts.
Unleashing the persuasiveness of the third-party.
Communications that are overly salesy just aren't moving the needle like they used to. And whenever a marketing claim is made -- even by a respected and trusted company -- today's readers/prospects reserve a healthy measure of skepticism.
Revamping email messaging to maximize conversions.
One of the most dangerous marketing mindsets has always been: "Because that’s the way we’ve done things." This is particularly true for email marketing.