Customer Engagement

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• MP Classic: Three Steps to Great CopyNick Usborne
  In this MP Classic, originally published in 2002, Nick Usborne debunks the notion that the secret to good copy is using certain words or phrases. Saying as much suggests "that ...
  Copywriting, Customer Engagement, Email Marketing, Marketing Tips, Print Collateral, Web Copy
• Business Aikido: Gaining Strategic Advantage Through LeverageNilofer Merchant
  In Aikido, martial arts students study and practice katas—pre-arranged movements that enable them to deal with an opponent successfully. The centuries-old art teaches practitioners to use the force of an ...
  Customer Engagement, Customer Relationships, Online Marketing, Small Business
• 18 Web Marketing Concepts That Make a DifferenceJerry Bader
  These 18 concepts will give you an edge on your competition—or an edge, period. So if the same old left-brain thinking that everybody else is using just doesn't get you where ...
  Customer Engagement, Marketing Tips, Online Marketing, Positioning, Web Copy, Website Design, Websites
• Wiki Your Way to More Search Engine Real EstateBen Elowitz
  It's well known that a page-one search placement on Google, Yahoo, or MSN is imperative for driving organic traffic to your Web site. But if you're already in the enviable ...
  Customer Engagement, Keywords, SEO, Websites
• Make Every Word Count: Q&A With Jonathan KranzMack Collier
  What's the most common mistake companies make in crafting collateral? What are the keys to creating content that reflects a company's credibility? And how does a company stop talking ...
  Case Studies, Copywriting, Customer Engagement, White Papers
• The CFO as Brand Ambassador? It's Possible, and Here's HowStuart Itkin
  Kronos had an obvious identity problem that clearly impacted its sales performance, so getting support from the executive suite for a branding initiative should have been a slam-dunk. Except not ...
  Brand Ambassadors, Brand Awareness, Brand Positioning, Branding, Customer Engagement, Sales
• Five More Keys to Engaging the Customer to Produce Real Innovation: Lessons From LEGO (Part 2 of 3)Leland Shaeffer
  Part one of this three-part series examined the overall role the customer can (and should!) play in innovation. Here is a deeper look at five specific ways that Marketing can ...
  Collaboration, Customer Advisory Programs, Customer Engagement, High-Tech Marketing, Marketing Strategy, Marketing Tips
• Why It's Important to Write Transitions From One Web Page to the NextNick Usborne
  Site visitors rarely want to view just one page on your site, except in the case of landing pages or single-page sites. If people actually want to get something done ...
  Customer Engagement, Web Copy, Website Design, Websites
• Case Study: How a Software Firm's Soft-Sell, Educational Webcasts Helped Double SalesKimberly Smith
  Softrax Corp.'s enterprise software automates a company's entire revenue cycle. With the advantages of automation not always apparent to potential customers, Softrax based its marketing strategy on educating the market, ...
• Making Market Research Useful... Not Just InterestingReg Price, Neil Stewart, Katie Shaw
  A wise but anonymous marketer once said that a market research report that gets described as "interesting" has failed. It's only when it's "useful" that it gets the pass mark. ...
  Customer Behavior, Customer Engagement, Market Research, Surveys
• Seven Ways Your Company Can Harness the Power of BlogsDavid Felfoldi
  Blogging is a phenomenon that can no longer be ignored by today's competitive companies. So how does your company best harness the power of blogs? Here are common-use cases for any ...
  Blogging, Corporate Blogging, Customer Engagement, Customer Experience, Marketing Tips, Thought Leadership
• Five Keys to Engaging the Customer to Produce Real Innovation (Part 1 of 3)Leland Shaeffer
  How can marketing professionals engage the customer to produce ideas for radical innovation? Marketing's leadership should materialize in five ways.
  Collaboration, Customer Advisory Programs, Customer Engagement, Marketing Tips, Segmentation, Voice of the Customer
• Does Web 2.0 Make Copy and Content Less Important?Nick Usborne
  If your users generate content, what's the role of the professional web writer?Is an online copywriter or web writer any longer relevant for a site that generates a lot of ...
  Copywriting, Customer Engagement, Web Content, Web Copy, Websites
• Your Marketing Campaign: What's the Big Idea?Gwyneth Dwyer
  You're rolling out a marketing campaign. Launching a product. Revitalizing your brand. What's the big idea? Not to sound flippant, but you need one. Because without it, it's likely your campaign, ...
  Collaboration, Customer Engagement, Marketing Strategy
• Wanted: Catalysts for Co-CreationEarl Cox
  In today's ever-changing, increasingly interactive media world, marketers are captivated by a new business buzzword: "consumer-generated content." While word-of-mouth has always been powerful, consumer-accessible technology (the Internet, podcasting, video production, social ...
  Collaboration, Creativity, Customer Engagement, Interactive Marketing, Word-of-Mouth
• Taking the Fear Out of Customer Advisory ProgramsSherri Dorfman
  Planning and running a customer advisory program may seem daunting at first. But you can manage the job by charting your company's direction and approach at the outset. Here are ...
  Collaboration, Customer Advisory Programs, Customer Engagement, Hiring Outside Resources
• Customer Reference Programs, Part 2: Changing the Corporate Culture Through Customer FocusWhitney Wood
  Part 1 of this series discussed the evolution of customer reference programs and gave guidance on how to create a program that's a strategic asset to your company. Here, part ...
  Collaboration, Customer-Centric, Customer Engagement, Customer Experience, Referrals
• Eight Easy Ways to Grow Your BlogMack Collier
  The social media landscape over the last year or so has changed dramatically. Companies that were once skeptical about tools such as blogs are now blogging or considering starting one. ...
  Blog Comments, Blogging, Corporate Blogging, Customer Engagement, RSS, Targeting
• The Law of Dissatisfaction: How to Motivate Prospects (or the 7%-38%-55% Rule)Jerry Bader
  UCLA Professor Albert Mehrabian is best known for his 7%-38%-55% Rule. It states that 55% of communication is attributable to non-verbal behaviors like body language and facial expressions; 38% of ...
  Advertising, Customer Engagement, Videos, Web Copy, Websites
• How Companies Can Rise Above the 'Competitive Bakeoff'Tim Riesterer
  Do your marketing and sales communications perpetuate the head-to-head competitive bakeoff? Or does it equip and enable your sales people to participate earlier and more effectively in the customer buying ...
  Collaboration, Customer Engagement, Marketing Tips, Print Collateral, Writing