It's far more useful to understand that you have a leaky ship far before it starts to sink. And there is a powerful marketing technique that can provide that insight. Many marketers understand the concept of the "client journey", which is the path of touchpoints that a prospective client takes [More]
Failure to meet (or exceed) expectations. While this seems obvious, the real question is whether you indeed know what those expectations actually are. Too often, we make assumptions about what others want... and we don't always get it right. (Said another way, we always hit the bullseye, but the wrong [More]
Are disruptive companies smart? Or lucky? Or, are there common factors that many of these companies just happen to have? It certainly can be argued that smarts and luck do play a part, but very often it is other factors that helped them succeed. Here are some of them: Disrupt [More]
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]
After all, a well-known expression is that you "get rich in the niche", suggesting that if you do not have exceptional focus, you will never develop the reputation – or the riches – for being known as an expert in anything. When you have two distinct areas of expertise, this [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]
One of the more powerful ways to make sure that any transformation effort actually does drive ROI is to use a powerful analytical process: Journey Mapping. Yet even when doing this, Journey Mapping often stops short of driving real opportunity. Here are nine journey mapping thought-starters that can help focus [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]
In case this is completely new to you, "Funnel 101" for lead magnets can be simplified to three steps: A prospect downloads your lead magnet - they're now in your funnel. You send them stuff. Then they buy. Or, if you're in the B2B world, you have an interaction or [More]
Each week, get Randall’s 60-second nugget on translating digital knowledge to action. Curious? Read 600+ past articles.
Δ