Author Archive
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How to Keep Your Content Promises
Treat your content as a product “Have you seen my sunglasses?’’ I yelled out to my wife as I was heading out the door. “In our room on the night stand,” she yelled back. Little did she know that she was setting in motion a series of events destined to ruin a fine Saturday. ...
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Touchpoint Personas for Persuasion and Empathy
“Your market research with an attitude, your analytics in a skirt.” Personas are fictional representations of your customers designed to help you understand what to say to prospects and how to deliver content to them. There is no better predictor of conversion success than the availabi...
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Your Explaining Face Will Change Your Content Marketing
My ten-year-old son gave me a valuable lesson in content marketing today. Sean has a good friend who, to hear him tell it, rarely changes his expression. It’s just who he is. However, Sean was sharing one of this friend’s more interesting ideas: to build a tall building and p...
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Social Appending: How Far We Have Come
New Tool Makes it Easy to Find Prospects on Social Networks In my most recent ClickZ column, I reflect back on my days as a marketing cog in the corporate machine, a time in which the practice of “appending” was considered “black hat.” Appending is the practice of adding contact i...
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Visual Live Blog: Dan Zarrella on Twitter, Facebook and More
It is rare that my visual live blogs are less visual than the original presentation, but Dan Zarrella’s presentation on Twitter and Facebook optimization is SO choc full of graphs, that I could barely keep up. So I resorted to banal prose in my notes. As a fellow scientist (Dan is the ...
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Visual Live Blog: Andy Beal Reputation Management
Your Google Reputation Stinks and other Revelations Here are my notes from Andy Beal’s excellent PubCon Masters Group Training in Austin, Texas. You can see Andy as well as an incredible lineup of talent at the PubCon Las Vegas Masters Group Training, November 8. Click for higher-r...
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Conversion Alert: Invisibility Ray Hurts Email Open Rates and Click-through Rates
New technology renders emails invisible. Customer Chaos Labs suspected. Everyone who seeks to do good in the world will inevitably be challenged by an arch-nemesis; someone who’s view of the world is diametrically opposed to yours. At Conversion Sciences we have Customer Chaos Labs, whos...
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Eliminate Risk and Bump Your Lead Conversion Rate
If you are not completely satisfied with this post… There are lots of reasons that someone wouldn’t fill out your lead form, even if your white paper or Webinar are free. “I’m going to get a sales call” “I’m going to get a bunch of spam” “I may not be able to join the...
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Mobile Marketing, Social Media and Conversion: Show me the Money (NSFW)
Jen Wojcik and Brian Massey at the Austin AMA If you follow me, you know I’m not big on “safe” marketing. I turn things up a few notches in this open discussion at the American Marketing Association. I apologize in advance for my language. Tom Myer herds the cats: Yours Truly, ...
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Social Media Delivers More Than Just ROI, But I Don’t Care
Tell me your social conversion rate Image Courtesy duchessa "Social media is revolutionizing customer care." Yawn. "Social media is helping brands build awareness." That’s sounds interesting (not). "Social media increases the quality of the traffic coming to your site in measurable...
