If you want to be heard above the din of the Internet, you need to speak clearly and with persistence. It’s not uncommon for someone at a loud bar not to hear you the first time, or even twice. If you assume someone isn’t interested in getting to know you better just because they don’t hear you the first or second time, then you’re doomed. The Internet is the busiest, loudest, most distracting place ever created. It’s global and impersonal and mostly anonymous. Plus, there’s no accountability. [Read more...]
Search Engine Optimization (SEO) is the process of maximizing the number of visitors to a particular website by ensuring the site appears high on the list of results returned by a search engine for particular keywords. If you do business on the internet, a top rank on search engines (Google, Yahoo and Bing) is a primary requirement. But even the best SEO strategy and execution takes time to achieve results – generally 2 to 6 months depending on the steps you take and the competition for the keywords you pursue. [Read more...]
“Experiential Marketing” is all about engaging customers to try a product or service. It has emerged as an ideal vehicle for creating new trials and sustaining customer loyalty in both B2C and B2B circles. Our society has become quite cynical about all advertising, so it is looking for alternative, more credible ways to learn about products and services. Concurrent with this shift in buying behavior is the serious decline in “brand trust”, arguably the most important emotion for developing a sense of confidence for all purchase decisions. [Read more...]
Small and mid-sized eCommerce retailers face many challenges online. As a marketer, I’m drawn to three primary areas of interest:
- How to help online retailers keep pace with evolving sales channels, e.g. search landscape, social developments, mobile design, and optimization.
- How to help online retailers keep growing and increase revenue from non-paid sources.
- How to help online retailers engage their customers with quality content from first interaction to checkout. [Read more...]
Google can’t get any of us to use Google Plus, but they’re still trying. And they’re pushing hard. One of the reasons I love blogging is, for good or evil, I don’t need any evidence for anything I say. With that caveat, Google’s closing in on its goal of being federated across all of its properties, so be acutely aware. They’re triangulating us all and will soon be able to identify not merely what “you” — someone like you, a demographic generality — want, need, and desire, but what you, yourself, (or me, Chris Abraham), want in particular, down to, at most, your person (and the maximum 7.8 square meters around you). [Read more...]
Everyone understands that “build it and they will come” no longer works with websites. It probably never did. That is one of the main reasons we do content marketing. Less commonly acknowledged is how this same concept applies to the content we create. “Post and pray” isn’t going to get your content noticed. [Read more...]