When blog sites like Blogger started in the late 1990s, creators primarily consisted of individuals sharing their research and opinions in word processing-like format with hyperlinks. Early blogs were primarily personal and were often used to share information with friends and family. Commercial blogs quickly followed and the format—text with hyperlinks—remain unchanged. Blogging, which started… Continue reading Content Development Lessons for B2B Marketing
Meanderings
How Referral Marketing Reduces Customer Acquisition Costs (CAC)
Too often, CEOs and business owners overlook an obvious opportunity to grow their business. For a company that has turned media buying over to an agency, it is very easy to ignore the referral marketing channel. After all, the agency is not going to benefit from recommending referrals. They want a higher media spend. But… Continue reading How Referral Marketing Reduces Customer Acquisition Costs (CAC)
How to Avoid Unwanted Clicks in Digital Advertising
Digital ad spending is expected to increase 20.4% in 2021. It will outpace other forms of ad spending this year. While digital advertising is about getting the click, unwanted clicks are driving up ad costs while driving down ad effectiveness. Not All Engagement Is Desirable Some marketers covet social media engagement. Follows, likes, comments and… Continue reading How to Avoid Unwanted Clicks in Digital Advertising
6 Ways to Learn Your Customer Pain Points
Marketplaces grow and thrive by identifying customer pain points and building a better technology bridge to alleviate them. These platforms help providers connect with individuals or businesses who use their products or services. I recently sat in on an investor pitch where a startup marketplace announced that they spent $3 million building the perfect product… Continue reading 6 Ways to Learn Your Customer Pain Points
Do These 4 Things for More Repeat Purchases
It costs more to gain new customers than to keep the ones you currently have. Most business leaders intuitively know this, but many do not take the time to create processes that get existing customers back in the door. Certainly, if you are a new business, you must focus on new prospects. But, with existing… Continue reading Do These 4 Things for More Repeat Purchases
Airlines Are Vain (and Why You Should Be Too)
In the early days of the internet (circa 1994), travel agents were as plentiful as coffee shops. It seems every neighborhood had one. But, once the airlines started to create websites on the internet, they quickly figured out that they could increase profits by selling direct to consumers. At this time, Google did not exist… Continue reading Airlines Are Vain (and Why You Should Be Too)
Turn, Turn, Turn… There Is a Season
To everything (turn, turn, turn)There is a season (turn, turn, turn)And a time to every purpose, under heaven ~ Pete Seeger, songwriter I know I am not the only one that attributed this chart-busting song to the Beatles. I know because Google told me. Actually, they didn’t as much tell me as redirect me to… Continue reading Turn, Turn, Turn… There Is a Season
Your Choice: Watch Ads or Pay Up
When I was a kid, I watched shows like “The Love Boat” and “Diff’rent Strokes” for free on a turn dial TV, using an antennae to get reception. In the 1980s, cable TV came along and my family subscribed for better reception and for more channels. During this era, cable companies earned revenue from both… Continue reading Your Choice: Watch Ads or Pay Up
How to Create the Ultimate Gig Economy Brand Experience
In the sharing economy, the customer experience defines a company’s brand. A brand is not just the brand identity and assets that the company creates. It is the feeling that users are left with after interacting with the brand. That interaction encompasses everything from using the product platform to the meeting of the provider and… Continue reading How to Create the Ultimate Gig Economy Brand Experience
Market Size Is in the Eyes of the Beholder
I recently took on a new client who was offering an educational product. The client told me that their target audience was “all the students who are being homeschooled right now.” My role was to help the client reach their target audience. With about 50 million students being homeschooled during the early days of the… Continue reading Market Size Is in the Eyes of the Beholder