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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 ...
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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, ...
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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, ...
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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 ...
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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 ...
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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 ...
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Hitting the Marketing Email Sweet Spot With Millennials (Infographic)

While it might seem like millennials are on their computers or smartphones 24/7, that doesn’t necessarily mean they are checking their email every second of the day. As a marketer, it’s important to know when to send an email, what to include in it and ultimately, how to get someone to click on it. And if you want your email to be opened, you’ve got to hit the email sweet spot with millennials. Related: 6 Out-of-the-Box ...
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Here’s How to Wring Value From Outdated Blog Posts

Over the past nine years, I have consulted dozens of clients on their marketing campaigns. A lot of my assignments have been related to organic brand building and content marketing. Today’s question comes from Gregory Bullock from TheraSpecs. He asks, “What is the best strategy for dealing with outdated/low performing blog posts?”  Bullock tells me that his company website has a lot of blog posts related to clinical research from several months back. Many are outdated and ...
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Weekend Favs January 20

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week. I don’t go into depth about the finds, but encourage you to check them out if they sound interesting. The photo in the post is a favorite for the week from an online source or one that I took out there on the road.