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This Week's Marketing How-To

How to Use Scenarios to Create Buyer Segments

By Laura Patterson. What if we thought about using scenarios as a creative way to segment the market? Get the full story >

What Works in Marketing!

How NHL.com's Online Campaign Helped Dodge Launch a New Vehicle, Exceed Sales Forecasts

Company: NHL.com
Location: New York, NY
Industry: Sports, Online Publishing
Get the full story >
This Week's Top Articles

Use Welcome Emails to Drive Engagement and ROI
By Loren McDonald. A well-thought-out series of welcome emails will help turn your newcomer into a long-term subscriber. Get the full story >

A Toolbox for Brand Assessment and Repositioning
By Bill Nissim. To weather the current economic storm, companies must assess their core business for continued relevance. Get the full story >

Why Won't Mobile Marketing Learn From Online's Lessons?
By Bob Walczak. Mobile advertising is deemed complex for the same reason online used to be: Standards are murky at best. Get the full story >

Web Site Content—It's All About the Why
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MarketingProfs Online Seminars

YouTube for Business, Part 1: Making YouTube Part of Your Online Marketing Strategy
December 11

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A Note to Readers
from Ann Handley
Chief Content Officer

Our New 'About Us' Page

On a company web site, the 'About Us' page can be a tricky thing. You need one, Jakob Nielsen says, because effectively explaining the company's purpose and what it stands for "provides essential support for all other website goals."

Ah yes… but explaining it in a compelling and interesting manner is the tricky part.

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The "About Us" page gives you an open slate to talk about yourself and your company. Unlike other pages of the site, you can feel free to wax on about YOU: What sets you apart, what makes your company tick. It’s also a great opportunity to put a human face (or faces) and add some personality with your organization. People want to do business with other people.

But always, of course, you have to consider the needs of your reader. They might click on the page to read about you, but really want they want to know, ultimately, is what you can do for them. So while the "About Us" page is an opportunity to chat up your own bad self, you have to link it to the needs of prospective and existing customers.

We here at MarketingProfs have been thinking a lot about this lately, because we just reworked our own "About Us" page. The group photo, taken at a company retreat last April in Santa Barbara, CA, is still there. But instead of a dry list of our content and products, we’ve retooled the page. Now, we tell a bit about our story, relay our competencies, and give you a sense of the personalities, passion and actual humans behind MarketingProfs.

Check out the new About Us page here.

And – if you have a minute or two – drop me a line and tell me what you think! And thank you!

p.s. Are you on Twitter? Be sure to follow me there at twitter.com/MarketingProfs.

Upcoming Events

ONLINE SEMINARS
YouTube for Business, Part 2: Creating Effective YouTube Business Videos
December 12 with Michael Miller

Link Building for Online Publicity, Buzz and SEO: What's New and What's Tried and True
December 18 with Stephan Spencer

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