This is a culmination of my thoughts on the issue of wasting money on online advertising, spurred by an article on the uselessness of traffic from Google AdWords and Facebook Ads. In the article, the author concludes that “Google [AdWords] and Facebook [Ads] traffic is 90% useless,” because: Every 9 of 10 visitors from ads … Continue reading Why Ad Campaigns Fail
If you’re like any of my clients, you need to generate high-quality leads to fill your sales pipeline and grow your company. You can spend money on contact lists and outbound sales teams, or you can sit back while the leads come to you. How? With resource landing pages and your WordPress site. In this in-depth guide, I’ll … Continue reading How to Capture Leads with Resource Landing Pages and WordPress
Bad advice is everywhere, especially in marketing. Reading and keeping up with marketing advice is overwhelming because there’s so much of it, and so much of it is awful. While professional marketers and consultants eventually build up the experience to discern the junk from the gems, everyone else risks losing considerable amounts of time and money by … Continue reading Bad Marketing Advice
I used to dread setting up email automation and email campaigns. Why? Because before a single sales or marketing email could be sent, it needed a design. In my attempt to sidestep this time-consuming process, I learned that plain emails not only save time but work better.
How to get B2B customers using LinkedIn ads. The web is supposed to help us do more with less. We can email everyone we know with a few clicks, find anything we need within seconds, and learn something new within a few minutes. Yet when it comes to using the web for getting more customers at a faster rate and with … Continue reading The Complete Guide to Getting Sales Leads from LinkedIn Sponsored Content
A common question I hear about A/B testing is whether to test small changes or big changes. My answer, almost always, is “test big changes.” There’s an immediate follow-up question: “But if I test a big change and it wins/loses, how will I know exactly what made it win/lose?” Who cares what made it win?! Take pleasure from the improvement … Continue reading Should You A/B Test Small Changes or Big Changes?
Some junior staff member of The New Yorker once suggested they start printing their famous black-and-white cartoons in color. This really pissed off Sam Gross, a veteran cartoonist for the New Yorker, who responded: “There’s nothing funny about the color red!”
In a constant search for new ways to acquire customers, we forget of the old ways that worked well. Years ago I learned the value of chatting one-on-one with the target audience as they browse a client’s site for the first time and share their feedback. Yesterday I started another such usability test and got a terrific … Continue reading A Reminder to Talk to Your Audience
Some time ago I was creating a landing page for a client and their regularly scheduled webinars. Apart from the design and content I was also setting up the mechanics and automation of letting people register, sending automated confirmations and reminders, tracking conversion rates, and passing registrant information to the CRM as leads.
The freelancer sprints down the path they know best as soon as the gun fires. The consultant surveys the land and finds the path to the summit. Just as any newly independent worker gravitates towards becoming a freelancer because that’s the only form of independent work they know, many companies treat independent workers as freelancers for the same reason. As a result they … Continue reading Should You Hire a Freelancer or a Consultant?