Digital’s ability to connect with your audience members is stronger than ever, but prior to COVID-19, direct mail — where you send gifts and messages to prospects through the good ol’ fashioned United States Postal Service — looked just as strong. If you are using an account-based marketing strategy, direct mail was (and is) the perfect way to break through the digital noise.
There’s an untruth that many website design firms still shockingly tell clients when working on a redesign project: You can expect a decline in search traffic after going live. This, I can say with 100 percent certainty, is false. In fact, the expectation of any website redesign should be both immediate and long-term improvement to search visibility.
While web content has evolved out of necessity, the simple idea of relevance is something that remains elusive. It’s not because the technology is lagging. Website personalization has been a viable martech option for a few years. However, the content itself, from web pages to blog posts to long-form articles to interactive ebooks, is constantly evolving to meet the buyers’ demands, often haphazardly thanks to data gaps.
Remember the sales funnel? The idea was simple. Push customers toward a sale through key stages: awareness, interest, desire and action. But it was simple because it didn’t reflect reality. Read More
I’ve worked a lot of web and marketing technology in the 10 years I’ve been professionally marketing and the 18 years I’ve lived on the internet. So it comes as Read More
It wasn’t a week ago that I had a client asking me how the company website could rank for a specific keyword. I politely explained that focusing on the keyword Read More