You have a great product and you have some great customers – and you want to expand your market ( don’t we all want that ?). You try various things including print and digital ads, cold calling, trade shows, sales pitches etc. but seem to be stuck in a rut. Talking to many businesses particularlyContinue reading “Who is your customer?… and what does she value most”
Category Archives: Growth Marketing & Advertising
Why value and relevance is so important in Google AdWords and Email Marketing
As Google AdWords users already know the link between keywords—>ad text—-> landing page needs to be really tight and focused on giving value to your customer who is searching. Thus someone looking for “mother’s day roses” should be ideally seeing an ad that says “mother’s day roses ” and lands the visitor on the rosesContinue reading “Why value and relevance is so important in Google AdWords and Email Marketing”
Comparing the first date with the sales funnel stages
This is like saying that every first date from digital dating sites (eg. eHarmony) results in marriage. And the marriage analogy is huge in marketing theory. Our favorite is by Dwyer,Schurr and Oh (1987). They debunk the marketing myth of the”one night stand” in favor of the paradigm of”long term marriage.” Just as a marriage takes place after much due diligence on both sides, so does complex B2B and B2C purchases. Lisa Gevelber of Google explains how one customer searches 900 times, at different websites,before deciding to lease a particular car.Read: The Car-Buying Process: One Consumer’s 900+ Digital Interactions.
Choose between market share or customer satisfaction- not both
If you have satisfied customers – you would feel that word of mouth including social media should help get more market share. “It’s all about happy customers” …..Well that is not true. Based on data for 200 companies between 1994- 2006 for 800,000 customers from the American Customer Satisfaction Index (ASCI) there are some interestingContinue reading “Choose between market share or customer satisfaction- not both”
Why sales force compensation is over three times advertising spending in the US
You may not realize that US sales force compensation spending is over three times advertising spending. In 2006 sales force compensation was $800 billion, Meanwhile US advertising spend is estimated at only $187 Billion, in 2015. Sales is the world’s second oldest profession and its compensation is an evergreen question in sales  for thousands ofContinue reading “Why sales force compensation is over three times advertising spending in the US”
Five Questions to ask to maximize the impact of your digital marketing spend
Too many marketers don’t seem to consider their internal organizational processes as they devise digital marketing campaigns. The customer journey continues after reaching your website.Here are some quick questions to ask if you want to get more bang for your digital buck :
[ Note: This post was published on March 3, 2016. It is updated on March 8, 2021 with a new image and the idea that you really get customer impact when you consider her entire journey that includes after arriving at your website.]
When no one else seems to be advertising online- look at search trends
It can be confusing when you search for your product category online – and don’t see any ads. Reminds us of the old story of two shoe salespersons sent to a remote island for market development. They find that no one is wearing shoes on the island.One of the salespersons is optimistic and one isContinue reading “When no one else seems to be advertising online- look at search trends”
Don’t organize your website by your organization structure: 5 tips for effective website stuctures
This post was originally published on February 22, 2016. Since then we have great interest from our readers on How to organize a website? We also look at various Google Analytics reports for different types and sizes of organizations and are surprised at how the website structure does not seem to address the interests of stakeholders. This post is updated on March 9, 2021 with a new image and some additional explanation. We hope will help all businesses improve their website organization to try and speak to each category of stakeholders. This should in turn improve the impact of all websites as we come out of the pandemic.
“Valentine day roses ” -the link between SEO and Google AdWords Ad position
We are about ten days away from Valentine’s day and here is the results page we saw when we searched for “valentine day roses.” We have Super Bowl Sunday coming up this Sunday, so most folks are pretty focused
Think Web page not website for PageRank AdRank and SEO
Think about it,whatever way you arrive at a website – you really arrive at a particular page of a website(see an earlier post Your website does not rank on search engines -your web pages do). Sure, if it is a brand you deal with often (say Amazon or Expedia) – then you just type theContinue reading “Think Web page not website for PageRank AdRank and SEO”