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Three Ways Healthcare Brands Can Leverage Social Mediaby Maryann KuzelMarketing professional in the healthcare industry may be missing a golden opportunity to meet the sometimes-desperate needs of patients, to become more relevant and supportive in the long arc of their journey to better health. If they do, they will win their respect and loyalty, their adherence and behaviors will ... more
The Customer Lens: An Approach to Customer Touch-Point Analysisby Barre BlakeFew marketers would dispute the statement that it is the sum of all customers' interactions with a company, over time, that ultimately creates or destroys that company’s brand value. Yet few companies take the time to look at their own business practices comprehensively through the lens of their customers to ... more
How to Use Predictive Analysis to Make Email Marketing Even More Profitable
by Arthur Middleton HughesPredictive analysis has a long and profitable history with direct mail. Millions of dollars have been saved by focusing on those customers most likely to buy—and not mailing to those who are unlikely to be interested. Email marketing is a different story. Emails are so cheap to send that the attitude ... more
Social Media 101: Use Twitter to Attract Prospects and Engage Customersby Debra EllisBefore you enter the relatively new frontier of social media, you need an action plan. Although the costs are low, social media tools require extensive maintenance to be effective. Your strategy needs to fit your corporate culture, resources, and customer expectations. Twitter is probably the best place to test the social-media ... more
You Had Me at 'Recession-Proof': The Hispanic Marketby Blaire BorthayreThe Hispanic market seems to be the only one still flourishing these days in the face of economic doom and gloom. Foreign-born Hispanics in the US have been historically unaffected by economic downturns. Why? And how can you tap the market effectively? more
Talk to Me: 10 Tips for Translating PR Results Into the Language of Businessby Diane ThiekeAs communications experts, we should find it easy to convey the value of our services to the business managers in our organizations. Yet many public relations professionals struggle with expressing results in a way that allows senior executives to easily recognize the impact that PR has on the success of ... more
Case Story: Boosting Email-Subscriber Satisfactionby Stephanie MillerSometimes doing a little more for your email subscribers can make a huge difference. Tafford Uniforms of North Wales, Pa., faced a challenge to engage email subscribers because of two common but seemingly incongruent realities. more
Four Four-Letter F-Words That Stall Your Careerby William ArrudaIf you want to get ahead in your marketing career, stop using four-letter words that begin with the letter "F." No, we aren't talking about THAT word. (Although cursing your boss is probably not going to get you very far, either.) But the F-words here are far more lethal, more destructive, ... more
Five Tips for Small B2B Companies That Depend on Big Channel Partnersby Robbie Kellman BaxterIt's a challenge faced by hundreds of small companies: how to get the CXO of a Fortune 1000 company to consider its product. One effective strategy that helped get companies such as Citrix and VMware off the ground is to align closely with a major partner. Building a strong channel, even ... more
Three Essential Market-Research Methods in an Online Communityby John KembelHow much do you know about your customers right now, at this moment? A lot of companies can show you composite profiles that describe their target customers, including job titles, needs, obligations, and goals. No doubt about it: It's important to know those things. But relying solely on such information to ... more
Ten Essentials of Software-as-a-Service Solution Marketingby Peter A. CohenHere are 10 essentials of software-as-a-service (SaaS) solution marketing. more
Five Top Tips on How to Write More-Effective PPC Adsby Nick UsborneContextual ads, whether delivered by Google, Yahoo, or any other company, are not standalone ads in the way that a newspaper classified ad is. In fact, your pay-per-click ad is simply the connector between a desired keyword or phrase and a destination landing page. So while you may have some wonderful ... more
Achieving Relevance in Direct Digital Marketing: An Introductionby Bryce MarshallThere are five keys to making a relevance-centered approach a reality in your direct digital marketing programs(such as email, websites, mobile, and so on). more
Why Gen Y Is Passing You Byby Kimberly SmithWhat works in enticing a new generation of buyers? Here's why some of your efforts to reach this demographic might be going amiss. more
Data-Driven Campaigns: Five Ways to Leverage the Customer Data You Have to Drive Conversions and Salesby Morgan WittAs marketers, we are all looking to reach "nirvana": targeting the right person with the right message at the right time. It's the clear path to driving conversion rates that exceed expectations. The days of blasting promotion messages to all are dead and gone. The conversation has changed. We must put ... more
Maximizing Lead-Generation Marketing ROI, Part 3: Measuring Effectivenessby Jim LenskoldHow do you know whether your lead-generation program is working and delivering a good ROI for the company? You may be doing some lead tracking to understand conversion rates and customer profitability, which is great. But the sales team will inevitably let Marketing know that (1) Marketing was just a ... more
Use Search Queries to Save Money and Increase Conversionsby Craig DanuloffSearch queries, the exact word or phrases a person types, are a vital clue into the objectives of the searcher and how valuable that person is to your business. Is each searcher relevant to you? Are all the search queries equally valuable? Can you write a single text ad that matches ... more
Marketing in a Recession: What Do the Studies Really Tell Us?by Christian SheaHave you heard this one? "All the research shows that companies that spend on marketing during a recession come out ahead of the competition as the economy rebounds." It's a catchy buzz phrase—and if people believe it, even better. But here's the thing: What research, exactly? more
Sweat the Small Stuff: A Counterintuitive Approach to Professional Successby Linda KaplanIt might sound counter-intuitive, but "sweating the small stuff" is actually a recipe for success. In fact, it can be one of best weapons in your business arsenal. more
The Parasite Economy: Why Leaders Must Reinvest in Their Brands (Not Just Drain Off Profits)by Eric GarlandIt's time to start investing in the future, for real. Brand equity from the old economy is about dead. The financial collapse is a sign of a larger movement that would have us stop draining off reserves, and get us back to the business of making promises to tomorrow's customers. more
Retail Survival Tips in a New Economic and Customer Environmentby Adam BoydenRetailers did everything possible to attract buyers over the holidays. From educational sessions to discounts and coupons, and special offers, retailers used their ingenuity and marketing smarts to make the best of a dismal season. Nonetheless, numbers were down and every indicator pointed toward an even gloomier 2009. Perhaps the very ... more
Avoid the Five Routes to Strategic Failureby Nilofer MerchantDisconnects are a big cause of strategy failure. You think you've communicated well, then find out you have—just not to your target audience. Or maybe at the end of a long research session, you realize that input from colleagues in the company's Ohio office was critical to your strategy, yet ... more
Man Bites Giraffe II: A Return Visit With Email Subject Lines From Real Companiesby Josh NasonWhen it comes to email subject lines, the Golden Rule hasn't changed: Tell what's inside, don't sell what's inside. If you have something to sell or a message you want to get across, that subject line better be good... or else your prospects might head to a different neighborhood. more
Put Your Site Search to Work and Improve Your Targeted Marketing, Part 1by Shaun RyanIf you're like most online marketers, you may not realize that some of the technologies that power your website can be critical tools for improving the effectiveness of your marketing efforts. For example, did you know that you can use data from your site-search solution to create emails with lists of ... more
Nine Email Tactics That Can Put You Out of Businessby Gwen MoranAs the technology and the legal issues around email evolve, so should your email marketing programs. Otherwise, you could misstep, and that could cost you opportunities to communicate with your customers or constituents as well as damage credibility. Here are nine pitfalls to avoid, that can put you out of ... more
Managing Email Addresses in B2B: How to Increase Email Coverage of Your Customer Baseby Ruth P. StevensEveryone's looking to do more with less these days. After comparing the cost of postal mail (about a dollar apiece) with the cost of email (about a penny apiece) any B2B marketer is going to prefer using email as the medium for staying in touch with current customers and inquirers. ... more
How Do I Love Thee...? Ten Tips for Using Web 2.0 to Give Back to Your Professional Networkby William ArrudaEffective networking is all about giving. One of the best ways to give to your network members is to help them build their personal brands. And if you help them build their brands on the Web, you demonstrate how savvy you are about the new Web 2.0 world we live ... more
Deliver a One-Two Punch: Tap the Synergy Between Email and Social Mediaby Ross KramerThere are many similarities between social-media marketing and email; but they are two distinct marketing channels, and they should be used separately to enhance or magnify, not just promote, each other. Think of it this way: Social media is for awareness; email is for retention. more
Boost Your Business With Seven Easy Digital Marketing Techniques for Lead Generationby Yael K. PennGrowing your in-house database should be at the top of every marketers list. Why? When done correctly, it will house your most-qualified and responsive prospects. Though organic list growth may take time and effort, you will love the rewards. Consider the following techniques to acquire new leads and grow your ... more
Leapfrogging for Success: Change the Game via Innovationby Evan GerberMarketers these days find themselves increasingly squeezed between a big rock and a very hard place: Their mandate is to demonstrably improve ROI, with reduced budgets, while communicating with skittish audiences that are less inclined to make purchases. Not surprisingly, people are looking for ways to change the game altogether. more
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Most Popular How-to Articles
- 13 Essential Social-Media 'Listening Tools' by Clay McDaniel
- Ten Essentials of Software-as-a-Service Solution Marketing by Peter A. Cohen
- Five Top Tips on How to Write More-Effective PPC Ads by Nick Usborne
- Talk to Me: 10 Tips for Translating PR Results Into the Language of Business by Diane Thieke
- Three Essential Market-Research Methods in an Online Community by John Kembel
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