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]
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]
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]
It's critically important to recognize that webinars are used for two very different purposes: to educate, and to generate leads. Educational webinars (think the college professor) are optimized to get as much knowledge into the audience as possible, in order to achieve a particular learning objective. Lead gen webinars are [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]
Nothing is more frustrating than emails that are not delivered. Unfortunately, the cat-and-mouse game between spammers and the spam filterers has taken on a completely new level. Legitimate double opted-in communications are prevented from reaching their recipients, all in the service of preventing an ever-growing deluge of spam. So what [More]
More often than not, it's the former, and for some very practical reasons. FAQs are a cheap way to improve customer service, reduce the cost of customer service infrastructure, and build a self-service mindset. Unfortunately, if looked at through this lens, the opportunity to use FAQs for marketing and sales [More]
Are you in sales, or are you in education? Yes, if you're reading this you may think that you are in neither. You may identify yourself as a lawyer, consultant, accountant, CEO, entrepreneur, financial advisor, or a million other "jobs". But you are absolutely in sales – even if you [More]
Each week, get Randall’s 60-second nugget on translating digital knowledge to action. Curious? Read 600+ past articles.
Δ