Category: Internet Marketing

32 Ways Your Ecommerce Company Can Boost Engagement and Sales

The ecommerce customer is a moving target. I mean that in more than one way: Online behaviors and buying preferences evolve constantly. Customers jump around relentlessly from apps, to messaging platforms, to social sites and websites. They’re mobile. How do you woo these “moving targets” into engaging with your ecommerce promotions, opting into your offers, and buying your products? Your marketing and media needs to “move” them. You experiment with a variety of ecommerce promotion ideas available to you now. We’ll run through a heap of them and hopefully offer a few you might want to try to build your ... Read more

Why Sales Reps are the Best Marketers in Your Company

Every marketing playbook begins with “know your target market.” It’s preached day in and day out by the top marketing pros. Every well-paid exec learns this on their first day on the job. And for good reason. Knowing your target market is critical to generating traffic or converting sales. But what does it really mean? Most playbooks will tell you to fill out the classic buyer persona or demographic template. What does that tell you, though? Honestly. BMW sells convertibles to old, white, bald, suburban dudes who make a comfortable six-figures a year. Ok. Now what? That doesn’t tell you ... Read more

Why the Top of Your Funnel is Almost Always More Profitable than the Bottom

Yes. AdWords converts better than most other channels. Anywhere, ever. But. That doesn’t mean it’s the only option. Or even the best option. Two reasons why: First, your cost per lead tends to be higher than other inbound channels. Chiefly because… Second, AdWords doesn’t scale as well as other options. So you hit a point of diminishing returns. ‘Cause only 3.4% of search queries results in an AdWords click. That ain’t a lot. ‘Specially on your ~5-10 niche keywords that actually convert. The trick is to turn your attention from the bottom of the funnel back to the top. Here’s ... Read more

Why Inbound Marketing Fails (and How to Guard Against It)

There’s no doubting the power of inbound marketing. It’s safe to say that inbound has revolutionized the way marketing works in today’s world. When it works, that is. Because many times, it doesn’t. Or at least, it takes too long. Crafting an inbound campaign requires audience targeting, multiple forms of content based on funnel stages, and perfect integration between marketing and sales. Which rarely happens in most companies. And on top of that, inbound marketing tends to pull in a very specific type of buyer. Hint: It ain’t the CEO of a Fortune 500. Inbound is great for driving certain ... Read more

6 Engagement Marketing Metrics & How to Improve Them

“Engagement.” It’s a term often dismissed as “fluffy” that lacks true value towards primary business goals. But we live in a world where customers can engage with us in real time. And with this comes an expectation of delivering the best experience possible. It’s not just about letting your customers feel heard. Engagement metrics, while often seen as “vanity metrics,” are important indicators of how well your marketing is performing. In this article, I’ll share six engagement metrics you must measure throughout the funnel to ensure your marketing is working. I’ll also share actionable tactics on how to improve them ... Read more

How to Manage Marketing Campaigns like a Financial Currency Trader

KPIs are due EOD. Profit and loss statements need to be generated. Budget status updates have been requested. Juggling multiple marketing campaigns is stressful. But more importantly, it’s also incredibly risky. Soon enough, you’ve depleted your budget to the last few cents, and you have nothing to show for it. Or worse, you didn’t spot the right trends in a successful tactic before spending too much on the underperforming ones. And now you don’t have enough money to re-allocate to top-tier mediums. Curiously enough, adopting the same methodical mindset of a financial currency trader can help you better manage results. ... Read more

What Happens When Your Startup is Acquired by a Big-Name Brand?

Editor’s Note: Jeff Seibert spoke at Stanford University to discuss what he learned by building and selling startups. This post is a summarization of the talk. It finally happened. Your promising little startup finally found its niche, got noticed, and got acquired by a big-name technology company. So what’s next? One need only look at Jeff Seibert, former senior product director at Twitter, to learn valuable lessons about how to proceed when your startup is acquired by a larger brand. Jeff’s first company, Increo, was sold to Box in 2009. His second startup, Crashlytics, was sold to Twitter in 2013, ... Read more