Digital and Email Marketing Strategies and Tactics | eMarketing Innovation Insights

Website User Needs Can’t Be Presumed

Site owners often tell me things like, “Users are going to love this feature” or “This tool is perfect for what our visitors should be doing.” My response is usually, “Is that what testing has shown?” The reason I ask this question is because many site owners make decisions on gut feel. After making the

Email Marketing Strategy to Promote Events

Promoting events through email marketing is very popular. And why not? It allows for a targeted audience to receive event information and provides a simple and immediate way to register for the event (or at least it should). However, because it’s an ideal tool doesn’t mean a strategy doesn’t need worked out. Plan your email

A Marketable Website on a Budget

I recently read a very funny web post about web designers claiming to know SEO. I think the points are fairly accurate and it’s an entertaining read. However, several of the comments are a great summary of why small businesses have difficulty using the model that the blog advocates. It’s typically not cost effective. A

Professional Layout is Not Optional

I recently had a client call me out on what they felt was a contradiction. I harp on content being king. For a successful site they need engaging content that people will want to consume and they need to present it in a way that is friendly for Search engines. I must have over-harped because

Link Building – Effective but Not Necessarily Efficient

A common piece of advice is to build links to other sites to place well in search engines. While there’s no doubt that quality links to your site will improve your rankings, getting those links can take some significant effort. Advanced sites looking for slight edges definitely need to build links, however, entry-level sites to

Presumptions Can Kill Online Marketing

Never assume you know how you achieved success online. Theories are fine but every theory that we intend to take action on needs backed up with data. Running online marketing campaigns on presumptions will lead to erratic results and makes it impossible for consistent gradual improvement. Recently I was working on an ongoing online marketing

Graduate to Multimedia

Increasingly email and conversion experts are advocating multimedia. They point out how video is engaging and can quickly grab a visitor’s attention. Metrics also support the claim. Here’s what’s lost in translation. Doing multimedia takes more time, money, and/or energy. So while multimedia is advantageous, you need to decide if it’s worth investing in, or

Three Constants of Search Engine Optimization (SEO)

SEO tactics change quickly. Learning all the nuances of cutting edge tips and tricks today will likely be outdated in a few months and certainly within a couple of years. SEO tactics are a moving target and truly takes dedication and diligence to keep up with emerging trends. That’s not good news for someone that

Twitter – A Marketing Social Networking Central Communication Hub

Social networking from a business perspective does not change what is said. It changes how it is said. Unfortunately without a social networking strategy it also means how many times is it said. The biggest drain on time and resources in social networking is repetitive effort. Twitter is starting to integrate itself with other social

Advanced Email Marketing Tactics #21: Personalize

This is a bonus tactic. Personalize your email campaign. All campaigns should have at least a name (which shouldn’t be a problem if the list is being built and maintained properly). However personalization shouldn’t stop there. Advanced personalization increases credibility and conversion rates as it begins to take a personal stake in a recipients interests.