Taking a step back, why do people land on a particular web page? Likely it is because they were searching on Google, and clicked through to a particular page. Or perhaps they clicked a link, be it from an advertisement, a link on Social Media, an email, a QR code, [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]
The key to a successful partnership program is to recognize that there has to be something in it for your partner – not just for you. In the case of sales partnerships – that is, partners who "bring" business to you – the seven questions that you must successfully answer [More]
Why is that, and what can you do about it? Building a business lives at the intersection of "You asking" and "Their needing." It doesn't live at the intersection of "I'm an expert" and "I'll just wait around". There are actually five key obstacles that prevent experts from monetizing their [More]
One of the most powerful ways to exceed a client's expectations is to be more careful about setting them. Yes, the marketing and business development process is an important part of this, but the key goal at this stage in the process is really to get the client in the [More]
The question though, is what happens when there isn't any interest. When you don't have the solution right then and there. Has all of your marketing effort and investment been a waste? Should one simply "give up" and move to the next prospect? Or... is there an alternative. (There is.) [More]
One of the current practices (let's not call it a "best" practice) that people use on LinkedIn, is to reach out to a prospect based on an affinity of some type, and then ask to be a connection. The request to be a contact can start out innocently ("I notice [More]
Each week, get Randall’s 60-second nugget on translating digital knowledge to action. Curious? Read 600+ past articles.
Δ