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Marketing & Strategy

This category will feature articles about new and upcoming trends in digital marketing, to keep you up to date with the most relevant and interesting ways to get in touch and reach your end-users, fans, or customers. 

Choosing a Hero Shot to Make Your Landing Pages Pop

The hero shot has become one of the most significant trends in web design over the past few years. These large, compelling visuals should express the core of your brand offering in the blink of an eye. Unfortunately, many hero shots fall short of the goal. They are too contrived, too stock, or too confusing. To really stand out, a hero shot should be authentic, natural, and beautiful. Overhauling your entire company image isn’t necessary in most cases, and it’s important to avoid going overboard with your hero shots.

How to Get the Best Marketing Automation Tools on a Budget

If you’re really excited about automating your business but you don’t have a big budget to invest in expensive tools out there, this article is for you.

Marketing automation is evolving very fast. According to a recent Clickz survey, “59% of Fortune 500 companies now use marketing automation along with 95% of SaaS-based companies.” About 26% of businesses extensively use marketing automation software to manage lead generation.

12 Common Reasons Why You're Not Attracting Customers to Your Website

Your business has a new, fresh website that you love. And that’s great.

(If you’re not in agreement with that last sentence, click here.)

But your business needs more than just a website. Potential customers have to find your website, feel a need for what you’re selling and ultimately trust your business enough to spend their hard-earned money.

However, the first step, getting people to the website, is perhaps the most critical.

What VR Gaming Can Teach Marketers About Storytelling

Hey there folks, it’s Amanda for my last care package of knowledge from SXSW.

I was determined to get the best storytelling advice and was thrilled to discover a session in gaming about VR storytelling. I was eager to learn how gamers were using virtual reality as gaming is one of the purest forms of storytelling. 

How to Use Lead Scoring to Get More Sales

Lead scoring is an effective tool in the marketing and sales process, yet many companies are not using it.

By scoring prospective customers, you can develop more effective targeting strategies to maximize conversion rates.

Learn about the basics of lead scoring to increase the efficiency of your lead generation tactics.

The Most Damaging Lead Generation Mistakes and How to Avoid Them

Lead generation is vital to the growth of a business.

Actively pursuing leads through an effective marketing strategy is a great way to increase conversion rates and ROI. Some strategies have proven to be effective, but a few missing elements could cause potential leads to slip away.

There are several common mistakes companies make that can hamper their lead generation attempts. 

The Keys to Successful Online Lead Generation

Innovative products have the ability to raise sales significantly, but without interested customers, those products will sit on the shelves. You can raise interest and gather contacts with effective lead generation strategies. These strategies are sure to raise interest in your company by guiding buyers to your product and making it easy for them to engage. 

How to Write Content that Convinces and Converts

Storytelling is marketing

Think about a commercial that you really enjoy or that sticks out in your memory. This brief advertisement told a story, struck an emotional chord within you and captured your interest with such effectiveness that you still remember it. Yes, that’s the goal of advertisements, but it should also be the goal of your marketing content.

Crafting and distributing concise, engaging, convincing and conversational marketing content is a necessary inbound marketing strategy that can boost your business tenfold. This content, whether it’s a case study or a landing page, should make your targeted audience trust that your business understands their needs and will help solve their problems efficiently, leading them to convert. Your audience will read the content, feel understood, click on links and become a lead or customer. That’s the ideal process.

However, this is easier said than done. Professional content marketers, like myself, use various formulas to maximize the likelihood that the content is noticed, digested and utilized to the company’s advantage. Here is a summarized list of some of the most important features to include when writing excellent content that convinces and converts.

What is an Email Drip Campaign?

Marketing automation is a tricky area for many marketing pros, but it’s important to understand the potential automation has when executed well. Email marketing has been a staple of the marketing world since the dawn of the internet, but many marketers unfortunately overlook its lasting potential, especially when you curate your automation to your readers’ actions.

Many companies rely on very basic forms of automation such as receipt emails after completed transactions, confirmation emails after customers perform specific actions, support ticket information, and other basic automatic messages. A drip campaign takes automation a step further and leverages automation as a more valuable marketing tool.

5 Key Differences Between Google Ads and Facebook

Understanding the differences between Google Ads and Facebook is crucial to marketing success.

Google is the unquestioned king of search engines, and Facebook is the most popular social media platform in the world. While it’s important to invest in your marketing efforts wisely, don’t conflate how these two giants operate. People generally use Google and Facebook for very different reasons, and it’s important to recognize that your tactics for generating traffic on one platform may not work on the other.

1. Different Purposes: Awareness and Intent

Think of the purpose behind Google: people want to know more about something so they search for answers. There is a motive or intent behind every Google search, whereas Facebook curates ads and sponsored content based on users’ apparent interests. Marketers must approach these platforms differently to make valuable connections.

2. Specific Ideas vs. Broader Concepts

When tailoring a strategy to Google, the goal should be to answer very specific questions. For Facebook, it’s more about casting a larger net to a wider audience.