Just like with school students, plagiarism reflects badly on a company. Taking some title tags, keywords, or meta descriptions isn’t going to be noticed by the user, copying a competitor’s site and just changing the name, logo, and photos will. A common pitfall people make when copying SEO is they don’t know where to draw the line. This frequently happens when people
Read moreThe most common mistake people make with the copy the competition’s strategy is they find the competition the wrong way. The way it should be done is to search keywords you’d like to rank for in a couple different search engines and see who ranks best. Then take the top three or four and duplicate some of the effective tactics they
Read moreA common piece of advice for improving a sites rank is for the owner to spy on their competition’s SEO tactics and duplicate what they see so they will rank well. While this can be a great idea if the spy can analyze what they are seeing and critically choose what makes sense, it can be disastrous for someone that blindly emulates.
Read moreThere is a tendency in email marketing to obsess about the bad. Some people look right past opens and click-throughs to the unsubscribe rate. If they see 10 people unsubscribed they begin to panic thinking that the campaign has lost its effectiveness and it’s time to move in radically different directions. Always have an idea of what the numbers mean.
Read moreThere is a common misconception of internet and online marketing that it’s only for global customers. It doesn’t apply to businesses that only have local clients and customers. This thought is dead wrong, focusing on a local market changes how a site should be structured, but it should still be a featured piece of the marketing mix. While it’s true that
Read moreEveryone that works with e-stores and e-commerce has some awareness of conversion. The goal is to set the site up in a way that the highest numbers of visitors complete the sale and checkout. Unfortunately those lessons are often forgotten in other applications. Any form on a website should ultimately have an eye on what is being asked of the
Read moreThe final reason that Direct Mail can be a nice supplement to email marketing is that they lend themselves to separate next steps. For example, email is great for linking back to your website or a landing page. That is a little more difficult to do through direct mail as the recipient has to type in the whole address. Printed
Read moreMany studies have been done regarding how many times you need to communicate, or touch, prospects before they take action. In direct mail and email the median number typically comes out between 6 – 10. That can be a lot of times to interact with prospects without a plan. Including direct mail with your email allows for a more diverse
Read moreThere can certainly be too much of a good thing in online marketing. Even the best email campaign can suffer from fatigue if its provided so often to the audience that they tune it out. Sometimes the most engaged subscriber will only pay attention to a portion of your message. Direct mail can apply that extra touch in a new
Read moreThis is an aspect that my example did successfully. They made me proactively opt-in to get email rather than direct mail, however, many people don’t. In the fervor to cut marketing costs some companies have switched all communications over to email, no exceptions. I’ll ignore the obvious problem of that not being an opt-in list and go for the subtle
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