AutoAnything.com sells custom-made automotive accessories and performance parts ranging from floor mats to car covers. When the site began in 1999, the company designed its homepage and its promotions based on “gut feel.” There was no customer personalization or other bells and whistles. Read the rest of this entry »
Landing pages have become the Omega-3’s of Web marketing: If you’re not using them and optimizing them ad infinitum, you’re squandering your online ad dollars. Or so the landing page optimization crowd would have you believe. Read the rest of this entry »
In today’s competitive market, ensuring website content is up to date could mean the difference between maintaining loyal customers and losing a sale. Content management systems provide the perfect solution. Dave Howell reports Read the rest of this entry »
An effective online content strategy, artfully executed, drives action. Organizations that use online content well have a clearly defined goal—to sell products, generate leads, or get people to join a community, vote, or donate money—and they deploy a content strategy that directly contributes to reaching that goal. Read the rest of this entry »
In 1994, Philips launched “EarthLight,” an energy-efficient compact fluorescent light (CFL) bulb with a clumsy shape that was incompatible with most conventional lamps; it had a confusing package—and a $15 price tag compared with 75 cents for the incandescent bulbs. Sales languished. Read the rest of this entry »
Marketers spend a lot of time and money creating messaging, tools, and training for salespeople. Unlike lead-generation campaigns and demand-management programs, where you can track impact on suspect, prospect, and customer activity, our “sales support” investments are much harder to measure. Read the rest of this entry »
Customer references have always been key ingredient in successful selling and marketing. Nothing differentiates you from the competition as effectively as strong customer references, and nothing but first-hand experience provides better evidence of your claims about what your company delivers.
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Customer case stories are a powerful way to communicate the value of a company, product, or service. Nobody speaks more loudly for you than your customers. But if that’s the case, why do so many customer success stories and case studies fall short?
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The Second Life tidal wave has finally crossed the Atlantic and is leaping on European shores. By and large, communication professionals are perplexed about whether they should surf the hype or not.
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Brands that deliver general interest newsletters filled with tips, tools, and advice—but not unique brand-differentiating content—should rethink their approach. Read the rest of this entry »
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