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]
The benefit of evergreen content is clear: invest once, and it continues to pay dividends, over and over. It can appear in your blog, in a video, as an add-on to an email, as an appendix to a proposal, and in many other places. And because it is timeless, it [More]
More often than not, it's the former, and for some very practical reasons. FAQs are a cheap way to improve customer service, reduce the cost of customer service infrastructure, and build a self-service mindset. Unfortunately, if looked at through this lens, the opportunity to use FAQs for marketing and sales [More]
You invest in events, send out emails, educate, and send invoices. But how well do you really know your target audience? Beyond the basic demographics, perhaps not as well as you might think. Test yourself: how do you think they would answer the following questions? If asked to describe [More]
What do eyeballs and friends have in common with each other? Except for the fact that your friends have eyeballs, not much. Or do they? Is time ripe for a Social Media crash? Let's go back to the year 1999, the time the unshakeable belief that so long as you [More]
Have you ever listened to a presentation, and felt the signal-to-noise ratio could have been improved? Or have you ever delivered a critical presentation, and felt that you could have done better... but you were not precisely sure how? Too often we add debris into our presentations. These are those filler words, unrelated [More]
Yes, most marketers have "discovered" content marketing. The theory is that if you put more content out there, prospects (clients, job candidates, members, etc) will find it, self-identify, and then beat a path to your doorstep. The benefits of investing in content are legion: an easier education and sales process, better quality leads, [More]
In the first part of this post, we consider the importance of growing all channels - not just email. In this post, we look specifically at growing your email list - 11 different ways of doing so: Plug the leaks: Sometimes a list is growing just fine, but the growth is negated by people who [More]
Almost every organization has a list - or several. The list is used for service and event updates, for marketing, sales, and then billing. It is used to recruit, it is used for retention. And because it is so central, it is also the subject of a critical marketing question: [More]
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