Giving marketing data a second life.
Further both engagement and conversion by extending the utility and effect of your audience targeting efforts: retargeting to re-engage prospects and replicating successes via look-alike modeling.
Taking audience targeting beyond demographics
To build an effective program for one-to-one marketing, factors that need to be looked at include customer intent, personal interests, past purchases and more. Fortunately, there is more relevant and powerful data for a marketer to mine than ever before. You just have to know where to look.
Maximizing social media to boost SEO
In the same way that effective SEO today is the result of providing helpful and relevant website content — to the right audience at the right place at the right time — similar practices are in order for effective social media messaging. Here are few thoughts on how to expand your online footprint and build your overall brand story, in ways that can significantly enhance SEO.
Why a One-size-fits-all Website Isn't Enough
By integrating capabilities for prospect self-selection and/or dynamic targeting into your site, it’s possible to effect substantial increases in average session time, pages viewed per session, lead conversions and more.
Putting your value proposition to the test.
Here are a few examples of how to use the power of testing to hone your value proposition while driving subscribership, response and conversions for your email marketing campaigns.
Turning an email newsletter into a conversion engine.
Even with the continued proliferation of new and expanding channels, a solid email marketing strategy — with an informative e-newsletter at its core — is still one of the most effective ways to drive the overall effort to heighten engagement and maximize conversions.
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.
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.
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.