But you now have a growing concern that Facebook will eventually make a change that will trash – or at least significantly stunt – your business model. Or worse, that your community will leave due to their alarm over Facebook's profiling activities and disregard for privacy. Then there is your [More]
After all, a well-known expression is that you "get rich in the niche", suggesting that if you do not have exceptional focus, you will never develop the reputation – or the riches – for being known as an expert in anything. When you have two distinct areas of expertise, this [More]
The answer is unreservedly yes. But it takes some thinking, both in the original creation of the content, and how it will eventually be used. Most marketers understand how a web-based lead magnet works: Provide something of value (an eBook, Whitepaper, assessment, etc) for free, but require the web user [More]
One of the more powerful ways to make sure that any transformation effort actually does drive ROI is to use a powerful analytical process: Journey Mapping. Yet even when doing this, Journey Mapping often stops short of driving real opportunity. Here are nine journey mapping thought-starters that can help focus [More]
Supposedly, the lead magnet will "attract" leads-a-plenty, all of whom are waiting for your sales call to follow-up. The reality is that while the concept is good, the value of these lead magnets has been steadily decreasing, while the follow-up sales calls have become increasingly strident. Beyond the obvious of [More]
In case this is completely new to you, "Funnel 101" for lead magnets can be simplified to three steps: A prospect downloads your lead magnet - they're now in your funnel. You send them stuff. Then they buy. Or, if you're in the B2B world, you have an interaction or [More]
Unnecessary web and app trackers: Minimize the use of the trackers, and when they are used, only request the absolute minimum of data that you need. Step one is to see what is embedded. Location tracking: Does your corporate app or website REALLY need to know the location of your [More]
Yet if influence is so important, why not put these into the hopper, and come up with a score? The higher your score, the higher your influence. It turns out that a number of companies have done precisely that. The now-defunct Klout (and Kred) tried and failed, but there are [More]
Define it too narrowly, then opportunity is lost. Define it too widely, then nothing gets done. From our perspective, the definition of Digital Transformation starts at strategy... but perhaps not exactly how you might expect. In the olden days, an organization's strategy was set, followed by various functional areas setting [More]
It's critically important to recognize that webinars are used for two very different purposes: to educate, and to generate leads. Educational webinars (think the college professor) are optimized to get as much knowledge into the audience as possible, in order to achieve a particular learning objective. Lead gen webinars are [More]
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