Our last post on choosing tools for your digital marketing campaigns raised a simple question from a couple readers: How should a tool be evaluated? Here’s an example of an evaluation process and how one simple difference in focus can alter which tool is most suitable. There are a handful of platforms that have become available that advertise the ability
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Finding the right tool set for running your digital marketing campaigns is essential. The right toolset allows for digital marketers to effectively, efficiently, and responsibly deliver their messages to a targeted group. Reducing that set of platforms and applications to the simplest marketing system that meets all of your needs is an ongoing process of evaluation and refinement. The importance
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The last post was on the importance of keeping your website well maintained. Once a repeatable schedule is set for maintaining the website, it should be expanded to maintaining your company’s digital footprint. A business digital footprint is all the content that you place on the internet about your company. It’s referred to as a footprint because it’s a sign
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Do you have a child with a perpetually messy room or a co-worker with a chronically cluttered desk? Often times, seemingly disorganized people claim that they know where everything is in that mess. Sometimes that turns out to be true. However, a lot of times it’s not exactly accurate and even they struggle to find what they need. Most company
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A good digital marketing system should be a technology platform or platforms that allows the digital marketer to consistently and reliably communicate to their target audience across chosen marketing channels. It should then compile the data from those campaigns so that insights can be gained by analyzing the metrics. While most trainers, consultants, and professional coaches agree conceptually, seamless execution
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There are only two things that will motivate someone in your marketing audience to take action on your calls to action, pain or pleasure. Most digital marketers focus on pleasure motivators like features, benefits, or improvements. However, overlooking the motivational elements of pain can be a costly mistake. As Theodore Levitt said, “People don’t want to buy a quarter-inch drill,
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It’s the time of year when goal setting is top of mind for most people. Unfortunately, it’s more common than not for people to make resolutions and quickly disregard them or revert back to bad habits. Last year we posted about the importance of setting a plan. Obviously a goal needs a plan to achieve it. But as Mike Tyson
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There is typically a rush leading up to Christmas to checkoff all the last work related tasks before taking a holiday break. Completing the tasks is admirable but when those tasks are communications, it’s worth reviewing your motivations. It’s no secret that mid to late December is not a great time for B-to-B communications, so rushing to get them out
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We had several questions to our last post making inquiries along the lines of, “What’s an example of intermixing email segmentation and drip marketing?” This typically happens as trainers, consultants, and professional coaches strive to evolve their marketing into more sophisticated communications. Keeping the two separate will simplify processes and help ensure that they are technically simple enough to operate
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It’s no secret that customizing your marketing emails to an appropriate audience is a powerful way to improve effectiveness. There are two distinct ways of delivering customized emails, email segmentation and drip marketing. Clearly defining your list segmentation and drip campaigns helps assign a purpose for each strategy and creates clarity for both you and your audience. Many trainers, consultants,
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