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"Marketing analytics used to simply be about measuring the hits on your website and the number of opens and clicks on emails," says Lisa Cramer in an article at MarketingProfs. But leads no longer move through the traditional buy cycle, and your marketing efforts likely reflect these changes, which means basic ... more
Applying SEO best practices like keyword research and link-building is a surefire way to start increasing your search rankings. However, in a recent Search Engine Watch post, Chris Boggs warns us not to forget the non-SEO ways to get websites consistently ranked for relevant desired terms. "SEO involves getting lots ... more
Sales techniques that succeed in a strong economy can work against you in a weak one. The reason, says Bruce Wedderburn in the whitepaper "Five Questions Your Clients Are Asking," published by Huthwaite, Inc, is that buyers' motivations are different in growth periods (expansion, corporate growth and hiring) than they ... more
OK, we admit it: For a platform as popular as it's become, Twitter's surprisingly hard to understand to the untrained eye. What are all those messages? IMs? Forum discussions? Public IMs? And what the heck is a "tweeple," for goodness sake?!! Most importantly: What's with this rumor that Twitter can ... more
Heads-up: It's time to take a fresh look at LinkedIn. That's what Diana Huff says in a recent guest post at the Savvy B2B Marketing blog. "In the last year or so, LinkedIn has significantly increased its functionality," she reports, "making the business networking site a great way to gather ... more
"The business environment is shifting so fast these days that I'm continuously seeing companies jump from one idea to the next in some kind of frenzied attempt to force results to happen on their time line," says Ardath Albee at the Marketing Interactions blog. "If something doesn't work immediately, they ... more
What are two of the biggest obstacles companies face in link marketing? Consultant Justilien Gaspard believes they are: (1) developing linkable content, and (2) making people aware of it. In a recent Search Engine Watch article, he offers advice on how to overcome these Big Two and start linking up with hot ... more
If you worry that an email with a horizontal (left-to-right) scroll will confuse your subscribers, Dylan Boyd is prepared to disagree. Unless it tests well, he doesn't suggest using this type of scroll as a regular feature, but he does think it can serve as a useful interrupter that spurs engagement. ... more
Recently, TubeMogul reported that Twitter refers some of the least-fickle viewers to video sites, with tweeties watching videos 36.91 percent longer than those referred by Facebook, and 49.98 percent longer than those referred by Digg. Got dreams of broadcasting live to this eager bunch? Now you can! Ride the statistical wave ... more
"In light of the economy, more and more marketers are concerned with late-stage leads," says Karen Landis in a recent post at the My Educated Guess blog. "While many marketers won't discount [newer] leads entirely, they will stop messaging them on the theory that they are too early-on in the ... more
One year ago, Lynda Partner wrote—but did not publish—a blog post that eviscerated a software company for taking liberties with her email address, and then treating her complaint with stunning indifference. "Why publish it now, you ask? This week I got more spam from this same company," she says. "It ... more
Ever since the Web delivered reliable and low-cost connectivity, software as a service (SaaS) has evolved into a formidable business model. Profiting from SaaS, however, continues to challenge the industry. In a post on Chaotic Flow, Joel York writes that SaaS success requires rigorously aligning your business to the underlying ... more
Last week, we showed you some cool makeup vids as an example of how viral videos can rack in the mega-bucks. This time, we offer a sample of how a consistent, useful and compelling online video campaign can serve your brand amazingly well. Consider "Will it Blend," a fascinating online ... more
Although B2B marketers may use the terms drip marketing and closed-loop marketing interchangeably, they are actually two distinctly different approaches to lead nurturing, says Maria Pergolino in a recent post at the Modern B2B Marketing blog. She offers a breakdown of the differences between the two techniques. Some highlights: A ... more
Mick Jagger sang, "I can't get no satisfaction," and that's apparently how many SEM professionals feel about their efforts these days. A recent report from [x+1] found that even though organizations are still investing as much if not more in SEM during this down economy, they have been somewhat unhappy ... more
Mark Brownlow of Email Marketing Reports says he learned a thing or two while working in a cardboard-box factory as a teenager. "The first was the importance of proofreading," he says. "There are not a lot of alternative uses for 200,000 boxes advertising ‘Premium banannas.’ " Another lesson was the ... more
News flash: mascara is recession-proof! At present, the most popular and recession-resilient videos on YouTube come from the "makeup tutorial" subgenre. Now, don't let those $5 words fool you: this cottage industry is composed of girls barely out of their teens, producing tutorials on everything from applying mascara with a ... more
"How much do you know about your customers right now, at this moment?" asks John Kembel in an article at MarketingProfs. You can't depend solely on the static nature of composite profiles, he argues, when the current downturn has put needs and attitudes in a state of flux. "[Y]ou need ... more
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