- Put Your Site Search to Work, Part 2: Add Rich Content to the Search Experience by Shaun Ryan
In Part 1 of this series, we discussed leveraging site-search data about the terms your customers use on your site and the items they click on most in your search engine optimization and paid-search efforts, email marketing, and other promotional ...
- Anatomy of a Novel-Sized Landing Page, Part 2 by Kim MacPherson
In Part 1 of this article, the author talked a little bit about the necessary components to a successful landing page: You need "bones" to hold it all together; you need to keep the message on track and motivating by ...
- Three Ways to Personalize Your Email Marketing: Remember Who You're Talking to by Karen Talavera
Sometimes we get so caught up in the procedural logistics of email marketing that we forget we're communicating with real people. We think in terms of lists, databases, target audiences, and segments.
With email, as with conventional channels, it's important to ...
- 25 Ways to Build Trust (and Sales!) with Customer Success Stories by Casey Hibbard
Capturing the experiences of your most successful customers not only boosts your credibility but also educates buyers and shows them the payoff of your solutions. Here are 25 ways to use customer success stories in your sales and marketing to ...
- Customer Success Stories Speed the Sale by Barbara Bix
Would your prospects be more likely to buy if they knew how others have benefited from your services? If so, maybe it's time to tell them.
Better yet, let your current clients do the talking. But make it easy for them ...
- How to Sell the Experience When Features and Benefits Aren't Enough
by Jonathan KranzSuppose your product features are much like your competitors', and the benefits of using your products or services are similar. Looks like you're on the commodity train.
When a typical approach fails to distinguish your business from the pack, it ...
- Before You Write: Your 10-Point Checklist by Jonathan Kranz
The secret to successful copy is in all the thought, work and research you do before you write a single word.
In the following 10 tips, Kranz lifts the curtain to reveal the backstage mechanics you can leverage for more ...
- Marketing Challenge: Getting Customers to Act on Direct Response by Hank Stroll
Direct mail remains a successful way to reach customers. The trick, of course, is getting customers to act on the mail.
How can a marketer increase response rates?
- Putting Spring in Your Ka-ching: 10 Direct Mail Tips by Steve McNamara
Every year Steve conducts a survey of his subscribers to identify ways that marketers are squeezing more sales out of their direct marketing.
Here are some learnings from this year's report. The 10 tips offer new inspiration for direct mail ...
- Best Practices for Customer Success Stories by Lucy Sanna
In today's competitive enterprise technology marketplace, the customer success story can be the tipping point for turning a prospect into a customer.
Of course, the success story begins with a happy customer. But are you focusing on the right ...
- Case Study: PeopleSoft's Crisis Communication Response to the Oracle Takeover Bid (Part 2: Bringing in the Allies)
by Abigail JamesIn part one of this case study, PeopleSoft's articulated communications plan began to generate goodwill and strengthen its position in the marketplace. Now, with the stage set and the battle lines drawn, PeopleSoft set out to deliver its message in ...
- The Second Reason Why Customers Don't Buy by Sean D'Souza
You need to understand this powerful psychological trigger or you'll be leaving behind chunks of almost-guaranteed profits.
- How to Develop Case Histories by Jerry Fireman
How do you avoid the pitfalls of case studies and make them work to your advantage? Here's a case history about doing case histories.
- More on How to Ignore Your Best Customers, the TiVo Way by Ben McConnell
n the United States, TiVo enjoys a passionate customer universe that rivals Krispy Kreme’s. Yet TiVo still hasn’t made the leap to the mass-market phenomenon of customer evangelism. Why?
- The Delicate Art of Generating Client Introductions by Marc Lewyn
The most effective and often overlooked strategy to grow a client base is to encourage referrals.
- Telling It Like It Is: The Art of Mining Compelling Quotes by Carl Hedberg
Compelling quotes are not happy accidents; they are gems mined from logically-ordered transcripts of well-planned interviews.
- From Scaredy-Cat to Shred Betty: One Snowboarder’s Marketing Truths by Andrea Learned
How might the high-learning-curve truths of the snow-sport industry translate into some useful nuggets for marketers in general? Bear with us. There are a few lessons we can learn here.
- Cooling The Branding Iron by Michael Fischler
Are you a B2B company, putting (or considering putting) significant effort and significant resources into developing a coherent brand for your product? Researching the marketplace and analyzing competing brands? Establishing strategy sessions to review and select the best brand identity? ...
- What To Do With What You’ve Got: Using Testimonials Effectively (Part 2) by David Frey
Previously, the author talked about everything you always wanted to now about securing customer testimonials. But once you have them in hand, it’s what you do with them that really counts.
- Getting What You Want: How To Secure An Effective Testimonial (part 1 of 2) by David Frey
One of the most powerful tools in your marketing arsenal is a good old-fashioned customer testimonial or two. Here's how to convince your customers to toot your horn for you.