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Digital Strategy

  • Building Your Marketing Stack

    Building Your Marketing Stack

    Most marketers think of themselves as builders. Their work grows the organization, grows market share, grows the portfolio of products and services. A bit more tactically, the marketer builds page views, conversions, and social engagement; underlying all of these activities, the marketer builds trust, and builds relationships. But is there [More]

  • Three keys for a website that converts

    Three keys for a website that converts

    What makes a web site great? What might come to mind is great design, easy-to-find information, and intuitive functionality. These may have made the top of the list in 2003 (or even 2013) , but are, at best, merely sufficient today.Many professional marketers now understand where the web fits into [More]

  • Eleven Key Marketing Automation Sequences

    Eleven Key Marketing Automation Sequences

    Back in the dark ages of the internet, marketing was simple: send a monthly ezine, sales offers, and any other buzzworthy content down the pipe and a certain percentage of people will “convert.” Money automatically transferred into your account as the list was monetized.  Today, it’s no longer that simple. [More]

  • Testimonials and References

    Testimonials and References

    When you make a purchase decision, what is the one thing, more than anything else, that gives you confidence that the other party can (and will) do what they promise? Yes, statements of work, contracts, and case studies all play a role.  But what about references and testimonials? References are those conversations [More]

  • Building engagement and community

    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 [More]

  • Insight: 37 Social Media Risks

    Insight: 37 Social Media Risks

    Most leaders are not aware of the range of risks that lurk behind the shiny pull of many Social Media sites and activities.  Many can be mitigated if identified in the planning stages, through training, policy, or through changes of internal process. Monitoring can catch others; early detection can lessen [More]

  • Building Downstream Capacity with your Partners

    Building Downstream Capacity with your Partners

    Have you ever heard the expression "you're only as strong as your friends?"  No where is this more true than with digital marketing. Too achieve a particular objective, organizations will often invest in a focused campaign.  It has a beginning, middle, and end.  Its results can be measured.  And when [More]

  • LinkedIn Connection Policies

    LinkedIn Connection Policies

    Must you be everyone's friend?  Or perhaps from a practical perspective, must you accept everyone's LinkedIn connection request?  The answer for most people, and for many reasons, is a resounding no. It is true that accepting a connection request yields numerous benefits, particularly around increased access and transparency: More of [More]

  • Viewpoint: Building Credibility and Legitimacy

    Viewpoint: Building Credibility and Legitimacy

    In the traditional channels, there have long been built-in checks-and-balances to prevent abuse. With so few TV and Radio stations, newspapers, and magazines, these channels developed policies for who they would accept as an advertiser. And as journalists, their reporting was both objective and fact-checked.  It was hard for fringe [More]

  • Momentum Marketing

    Momentum Marketing

    What is the difference between a successful marketing campaign and an unsuccessful one?  Yes, ROI is certainly the standard answer, but it is also completely insufficient. A single marketing campaign is not very different than a car going uphill, battling gravity, with a driver giving a single pump of the [More]

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