Archive | December, 2009
The Secret to Action-Oriented Marketing Measurement
The Secret to Action-Oriented Marketing Measurement Last week I wrote about the marketing metrics we track at Clicks ‘n Conversions and I promised to share the secret to developing a tracking system that drives change. Well, here it is: to be truly useful, a marketing measurement system must do more than just track where you [...]
Continue reading...Measure Your Marketing for Big Improvements in 2010
Measure Your Marketing for Big Improvements in 2010 If I could get you to do one single marketing-related thing in 2010 it would be to start actively measuring – and acting on – the performance of your marketing program. If you’re already measuring, start holding people accountable. And if you’re already doing that, call me. [...]
Continue reading...Resolve to Cleanse Your List in 2010
I was reminded again yesterday how quickly a neutral opinion about a company can turn sour when marketers choose to focus on list size. For whatever reason, my name was added to a non-profit’s prospect database after a prior working relationship I had with them. Since that time, I’ve received e-newsletters (which I unsubscribed to), [...]
Continue reading...News You Might Use – December 11
From the Week of December 7, 2009 Search Engine Marketing Most Important Tool for Small Businesses in 2010 According to a recent study of businesses with fewer than 500 employees conducted by VerticalResponse, the most important tool for small businesses to succeed in 2010 is search engine marketing. These businesses also consider email marketing, public [...]
Continue reading...Are you getting enough?
Are you getting enough? This may not be the most startling statement you read today, but it’s still worth making: The number of people who buy your product is mathematically related to the number of people who visit your website. More visitors = more sales. Well maybe it’s not entirely that simple. You could drive [...]
Continue reading...Making Marketing Happen – Are Baby Steps Better?
Making Marketing Happen – Are Baby Steps Better? I’ve been thinking a lot lately about what keeps good business owners from running a good marketing program. Based on my double-digit years of marketing experience, I feel comfortable in saying that the real reason most companies have less than stellar marketing results is not because of [...]
Continue reading...Intuition Sucks – That’s Why We Test
Recently I sat in on a presentation by Ronny Kohavi, GM for Microsoft’s Experimentation Platform. The talk was called Top Seven Testing Pitfalls. Among other things, it gave me some good ammo to share with you on the subject of why constant testing is so critical. As a lifelong marketer, I am thrilled – thrilled [...]
Continue reading...How to Cut the Fat From Your Copy Without Starving Content
When pressed to cut words in order to save PR fees or publish an article in a magazine, most people reach for a hatchet to strike entire sentences, paragraphs, and thoughts from their piece. Admittedly, a hatchet is sometimes necessary, but more often than not, light editing techniques can cut copy by 10% (or more) [...]
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23. December 2009
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Written by: Susan Tatum