The Marketing Framework That is a Must For Your Business

Traditionally, the marketing and sales funnel had the approach of taking a large target group and getting a few clients out of it (i.e. the funnel analogy). Of course, the funnel concept won’t ever go away, but about ten years ago I defined what I think is still a much better approach – I call it the Marketing Hourglass. It borrows from the funnel shape but turns it on its head after the purchase to help intentionally account for the idea of creating a remarkable customer experience. However, the buyer behavior has changed significantly in recent years. In fact, according to a CEB survey, 57% of a typical purchase decision is made before a customer even talks to a supplier. If they decide they have ...
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4 Ways to Get Visitors to Stay on Your Website Longer

It's important to convert as many of your visitors into leads or sales the very first time they land on your website, because it may be your only chance. Between 70 and 96 percent of your website visitors will never return once they leave after that initial browsing session. The easiest way to increase your chances of generating conversions is by getting those visitors to stick around -- the longer they stay on your website, the greater the chance of them converting. Here are four ways to keep your visitors engaged and on your website longer. Related: 15 Useful Tech Tools for Your Business 1. Place strategic calls-to-action on every page. Every page on your website needs to have some sort of call-to-action that eventually leads ...
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How Marketing and Advertising Are Bound to Change In 2018

Digital marketing hasn’t seen any major shifts in a while. Sure, we had to optimize our websites for mobile user experience, tweak SEO a little as the algorithm gods required and make a few other minor changes. Social media has been booming, too -- but nothing very thought-provoking. This new year is bound to be a different story, and we can’t sit around and wait. Look at what’s already happening: social media is changing, the law is changing, and there are murmurs about how net neutrality (or lack thereof) will affect digital advertising. It's easy to predict the industry will face significant changes in 2018. Here are four key aspects that will shape the new landscape. 1. Privacy. One successfully could argue the internet is funded mostly through ads. Websites use ...
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One Easy Way to Create Great Content That You’re Not Utilizing

In this video, Entrepreneur Network partner Greg Rollett uses Times Square as a backdrop to make a great point about powerful content you could be making but aren't. Rollett reminds viewers to use their current surroundings and fun experiences for content -- what Gary Vaynerchuk calls documenting, rather than creating. By documenting fun experiences -- like getting to shoot a web show in Times Square -- you provide your audience a new and authentic experience that makes for great content. Plus, you don't have to stretch for new ideas because the opportunity is already right in front of you. Click play to learn more about how you can take advantage of this strategy. Related: These Entrepreneurs Use the Power of Their Community to Grow and Give ...
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New Year, New Outlook: TopRank Marketing’s 2018 Integrated Digital Marketing Predictions

The new year is barely underway and already we’re already seeing significant shifts in digital marketing. Facebook recently announced their decision to favor friends over brands in news feeds and YouTube has tightened the reins on what channels can be monetized. And this is just within the first few weeks of the year. Undoubtedly, digital marketing tactics like content marketing, SEO, paid, influencer marketing and social media will all face changes in the coming year. Some of which we’ll be able to predict, and some of which we won’t. However, today’s best marketers know that individual marketing tactics do not stand alone. Which means that integrated, “best answer” digital marketing strategies will reign supreme. That is why instead of focusing our team’s predictions on how ...
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When You’re Customers Are Talking, Quiet Your Brand Voice and Listen.

We’ve all heard that writing according to the company style guide is good for customers because it creates brand voice consistency. But does that still apply when customers are looking for help? When it comes to self-service, the brand voice can often be tone deaf. It may be time to trade in the traditional brand voice for a more adaptive, empathetic approach to communication that puts the customer’s language and style, not your brand’s, at the center. The customer’s voice is what matters. When customers are in the middle of a support issue and are searching for answers, they’re not thinking in your brand language, technical jargon or corporate-speak. They’re framing their problem in their own, often frustrated, imprecise, messy terms. Related: The 8 Elements of Persuasive ...
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