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Randall's Resources
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Web site testing fundamentals

Most marketers understand the basics of putting up a website, but rarely get a glimpse into what is likely the most important part of the process: testing. Done properly, testing is time-consuming. When the schedule (or budgets) are tight, unfortunately, it is the first thing to go. And when this happens, errors creep in that can destroy user trust, and sap long-earned brand equity.

All testing is not the same: each type of testing has a specific purpose. If it is omitted from the web process, risk increases; when it is done, the budget increases, as does the project timeline. The cha [...]


Building engagement and community

Engagement and community both seem to be the ultimate goals for those involved in the Social Media game. Yet building it seems shrouded in mystery; ask many successful community managers, and it is a combination of secret sauce, luck, and a strategy that has been built after-the-fact to explain their success. Building engagement and community boils down to two factors: volume, and content; do better on these, and a community will develop.

Volume: Building engagement and community is all about building critical mass. In other words, volume is required. This can come from three sources: [...]


Marketing Insight: Big Data and Lead Scores

Often times, the greatest insights happen at the intersection of two areas, and this is certainly true of the intersection between marketing and business development. Typically, what lives here are leads.

Marketers develop initiatives that build leads. Then sales "works" the leads, hopefully converting them into clients. This is true, in one form or another, in every industry.

Yet over the last several years, marketing has changed dramatically. Consider the impact of inbound marketing and content strategy, PPC advertising, social media and the web, mobile, marketing automation, [...]



Randall has been advising on Web and Social Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of seven books, including the recently released "Everything Guide to Starting an Online Business", and speaks across North America on Social Media and Web Strategy. More at and