September 22, 2020

One of the most important considerations for choosing key terms is knowing the search patterns of the audience you are trying to reach. For example, if you have an ecommerce site, you are looking for buyers—which generally means a key term with a very specific product/...

September 13, 2020

A long-tail key term is generally any searchable term with more than 2 words. So the difference between short-tail terms (nearly all Google Adwords are short-tail) and  long tail search terms is the number of words in the term.  Short-tail search terms account for 30%...

August 23, 2020

Everything that leaves your business should be beautiful in some way.

The definition of beautiful is roughly this: possessing qualities that give great sensory pleasure. Going a step further, beauty is resonant—meaning it speaks to something beyond the senses.  People s...

August 16, 2020

When we get a new marketing/communications client, we want to get off to a roaring start. So we set aside an entire day to spend at the client’s site.  Most of that day is spent interviewing various administrators and employees using material from the following questio...

August 9, 2020

If you haven’t engaged in much (or any) marketing before and want to get started, things will go much more smoothly if you have the following basic marketing assets in place. Notice that most if this is either no-cost or low cost:

  • Industry expert available for media...

August 2, 2020

There are really great tools for help with search optimization—for websites in particular. Because of this, many people have been led to believe that SEO is purely a science.  And that makes sense, after all, the entire SEO discipline is dependent on a Google algorithm...

July 19, 2020

None of what I’m about to say applies to B2Cs.

Most managers and executives have the expectation that if they only had the right offer, best contact page, easiest to fill out form, or a better marketing person/dept. website visitors would be filling out contact forms fa...

July 12, 2020

1.  Decide what you need to get done

Most automated marketing tools can do a lot of things.  The question is: How much of this do you really need?  If you start by quantifying exactly what you need to get done, you’ll be less likely to get distracted by everything indiv...

June 28, 2020

None of the following advice applies to B2Cs: Emails are an excellent source of leads, but the data needs to be mined correctly.  Most marketers only look at click thrus—the people that clicked on a link in the email.  While this is an indication of interest, it’s not...

June 14, 2020

Stick with one product/service and one success per case study. Don’t make any unsupported claims.  You must prove everything you say. Using the subheads suggested above, include the following information:

About the Client

·      What business is the company in?...

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