Acquisition

If you’re like most marketers, you don’t live in an ivory tower.

You try to follow “best practices” with your marketing campaigns and site, but with your limited resources, you have to spend your time on the tactics that make the biggest difference.

Unfortunately, most best practice recommendations don’t take real life into account. Not every company has a well-managed CRM, a call tracking platform, a solid testing strategy and a big testing budget to boot.

While this sort of setup is obviously ideal, most marketers have to make do with far less.

Their CRM is a joke, calls aren’t being tracked and their testing strategy and budget is…well, let’s just say it’s hypothetical.

If this sounds like you at all, at some point you may have found yourself wondering, “What should be my top priority—the one thing that will get me the most bang for my buck?”

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Newsletter List Cleanup

If you are an email marketer, chances are that the majority of the articles you read are about growing your list, getting more opens, clicks, etc.

But what if your list is growing thanks to all those tips for improvement, but the open and click rates actually deteriorate? Are you doing something wrong? Not necessarily.

The thing is that leads age – they become uninterested in what you have to offer for a variety of reasons (job changes, bankruptcy, already found a better product/service, etc.) Or they just don’t bother to open your emails.

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You finally decide to invest the time and money into building an email list. Tons of articles explain the importance of email marketing for your business, but you continue to fail at achieving results. Instead, you experience:

  • Low open & click-through rates
  • High unsubscribe rates
  • And worse, you’ve been reported for spam.

So what are all the other successful email marketers doing that you’re not? Are they smarter than you? Is there some secret tool everyone is keeping to themselves?

No.

Here’s the difference: You’re “spraying & praying” by sending the same emails to your entire email list.

And this needs to end.

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SaaS Lead Nurturing

When you’re trying to boost revenue and the number of paying users for a SaaS, your website and signup page are only one piece of the puzzle. Optimizers tend to forget that the entire funnel requires optimization.

Focusing on your signup page will help you increase trial signups upfront. But the major questions are:

  1. Are paid signups significantly going to go up?
  2. Would increasing free trials result in churn increasing?

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PPC Mistakes

In Advanced Google AdWords, Brad Geddes wrote, “Wouldn’t you like your ads to be sought after, not ignored?”

That’s the ultimate goal, right? To craft a PPC ad that’s so compelling people are happy to click it. It doesn’t happen often.

If PPC has been around since 1996, why doesn’t it happen more often? Why haven’t advertisers perfected the process? Because the landscape is constantly changing. What you learned 6 months ago could already be outdated information.

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Promotional Emails

Email makes the world go around, right? No matter how many times you read about “the death of email”, it remains paramount in the online world. In fact, I’ll bet you’ll receive at least two emails in the time it will take you to read this article from start to finish.

Are all emails created equal? No, not exactly.

According to Salesforce, the top 3 uses of email are newsletters (66%), promotional content (54%) and welcome series emails (42%). However, the top 3 most effective emails are mobile opt-ins (76%), birthday emails (75%), and transactional emails (74%).

Promotional emails get a bad rap, but when they work, they really work. SocialMedia Today, 43% of recipients made at least one purchase last year based on a promotional email.

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Lead Gen Form Optimization

At the heart of every landing page is the lead gen form.

When your visitors land on your page, you want to ensure they can find and complete the form as quickly and painlessly as possible, right? After all, it’s the gate to your conversion funnel, your first interaction with leads.

More than a few questions are likely circling around in your head. Does my form have too many fields? Should I change the button color? Will in-field labels help reduce friction?

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83% of clients were comfortable providing a referral, yet only 29% of clients actually gave one.

That’s was what Advisor Impact found in 2010 when they surveyed more than 1,000 financial service clients to understand how customer satisfaction & loyalty was translating into new client referrals.

What’s shocking about the relatively low 29% referral rate is that 93% of the people surveyed said they were somewhat or extremely likely to continue working with their advisor & nearly 80% gave a satisfaction rating of 8/10 or higher.

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