Persona research helps content marketing efforts cut through the noise and reach the right customers. Before laying the foundation of a content marketing strategy, marketers should ask themselves six questions as part of their persona research: What types of content do your customers prefer to see? Where do your customers discover new content? What types…
Marketers need to get better at building landing pages that cater to visitors’ awareness levels
By Laurie B. Beasley, president, Beasley Direct Marketing These days, marketing is all about digital. We are emailing, blogging, tweeting and Facebooking our little marketeer hearts out. So direct mail (the kind that the postal delivery person puts in your mailbox -- remember?) must be dead in the water, right?
Open rates, click-through rates, bounce rates and unsubscribe rates are among the most common email metrics mentioned in studies and discussions amongst email marketers. But there’s one email metric that deserves more attention: inbox placement rate (IPR). What is IPR? IPR is “the rate at which emails land in the inbox folder as opposed to…
YouTube is the No. 1 online video platform out there, and it’s a potentially helpful channel for small businesses looking to tap into its huge audience and marketing potential. Small businesses can use YouTube to develop useful content for prospects and customers, especially as part of their content marketing campaigns. For a thorough, step-by-step look…
Monetate, which offers conversion and optimization solutions for companies, has put together an infographic showing how big data can help businesses deliver personalized and segmented communications to customers. It splits the discussion into four parts: the big data problem, the segmentation opportunity, how big data drives results, and keys for data and segmentation success. Here…
If you’re having a hard time finding keywords to target for your SEO and PPC campaigns, Ryan Cruz is here to help. In a guest post for Search Engine Journal, the marketer discusses five not-so-common tips for keyword research: 1)
If a picture is worth a thousand words, how many words is a video worth? Try searching for the answer on your favorite search engine and you’ll likely come across mentions of research from Dr. James McQuivey of Forrester Research, which found that a one-minute video is the equivalent of 1.8 million words. With Facebook’s…
According to a recent Social Media Examiner report, 97 percent of marketers said they’re participating in social media marketing, up from 94 percent last year. Eighty-six percent of marketers said social media is important to their business, and 61 percent of marketers said they’re generating leads from social media marketing efforts. But why do so…
SEO is great for a number of reasons. It delivers cumulative results, makes people feel like they’re choosing you, and requires a melding of creative and technical skills. “But SEO has also taught many of us some pretty terrible marketing lessons, and we need to be careful to sift those out if we want to…
