Taking a step back, why do people land on a particular web page? Likely it is because they were searching on Google, and clicked through to a particular page. Or perhaps they clicked a link, be it from an advertisement, a link on Social Media, an email, a QR code, [More]
But you now have a growing concern that Facebook will eventually make a change that will trash – or at least significantly stunt – your business model. Or worse, that your community will leave due to their alarm over Facebook's profiling activities and disregard for privacy. Then there is your [More]
The answer is unreservedly yes. But it takes some thinking, both in the original creation of the content, and how it will eventually be used. Most marketers understand how a web-based lead magnet works: Provide something of value (an eBook, Whitepaper, assessment, etc) for free, but require the web user [More]
Supposedly, the lead magnet will "attract" leads-a-plenty, all of whom are waiting for your sales call to follow-up. The reality is that while the concept is good, the value of these lead magnets has been steadily decreasing, while the follow-up sales calls have become increasingly strident. Beyond the obvious of [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]
Even from the early days of the web – think 1994 – marketers knew that a brochure website was not helpful. When I put KPMG online in that year, I came up with "Tax Tip of the Day": give us your email address, and we'll send you a tax tip [More]
But there is also a difference between the platforms, and that is in WHY we use one over the other. Facebook is for peeping Toms, and TikTok is for crackheads. Yes, you read that right. Facebook allows people to stalk our friends, friends of friends, and sometimes anyone, and those [More]
Yes, there are technical things that should be done, and yes, you can hire people to do that work, but this must really happen only after you do the heavy lifting yourself. And for the majority of organizations, it starts with remembering one key truth: Your prospects (and clients) don't [More]
The journey can be characterized in four stages: from “I don't know this person”, to “I think they are an expert”, to “let's give them a try”, to “let's engage them”. (This is my Trust Curve™ model of awareness, preference, trial, commitment. More details at https://www.randallcraig.com/insight-unpacking-the-trust-curve.) The idea is that the [More]
The answers to these two questions have one thing in common: they can be used to build trust. Or, in the absence of the answers, diminish it. So in the age of ChatGPT, Bard, and other AI systems, how can we build trust in the content we produce? Thankfully, at [More]
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