Tag: Marketing

Own your own media and marketing

With a certain social network imploding, it’s as important as ever to remember that any social media strategy has the risk of getting shutdown at any moment. A friend of mine built up a huge following on Facebook years ago. Then Facebook started to charge them each time they wanted to contact their following. Almost …

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Move beyond date-based promotions and into segmented promotions

Contacting customers for a promotion is a regular tactic in ecommerce. Typically the events are based on the calendar. Black Friday. First day of summer. Back to school. There are more reasons to contact customers than days in the year. There’s a problem with using only date-based events though. Each customer is at a different …

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Still time to attract customers organically

While there’s only a week left before the holiday rush starts, you still have time to work on attracting organic sales. A week is not enough time for most SEO. You might see some results next month but SEO generally is something that should be done six months ago. SEO isn’t the only organic channel …

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Planning two seasons ahead to avoid rushing and missed deadlines

With August and summer starting to wind down, I’ve been getting the last plants into the garden for fall and winter. Fifty-something kales, a couple of dozen spinach, and flowers that can stand the cold. It feels odd to be thinking about winter in August but if I delay much longer, nothing will grow strong …

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Avoid marketing automation bugs in your email marketing

I’ve always subscribed to my own email lists. I do this to make sure the emails are sent out as they should. This is especially important when using any automation or behavioral emails. Of all of the things that can break emails, automation is the top one for going unnoticed. The more of automation you …

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Reduce the decision-making friction around marketing

This week I took the time to categorize most of my marketing tasks based on which core metrics they impact. It took awhile as I have a lot of ideas I’ve saved but the payoff has been great so far. Now I have the ability to look at my list and tell which ones I …

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The five core marketing metrics

I’m starting to unify much of my marketing around a set of core metrics. There are five general categories: Traffic Leads Conversions Retention Revenue I then adapted them for Repeat Customer Insights to fit its business model (subscription software as a service): Traffic became Total traffic Leads became App installs Conversions became Trial completions Retention …

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The temptation of the new marketing platform

This article from Seth Godin is a good reminder about marketing platforms. Creating assets for your customers on a consistent basis is one marketing activity that has and will always work. It’s also a key component many businesses miss and end up struggling with traction. I’ve stopped counting the number of businesses who fall on …

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Plan your end of summer (winter) promotion

You’ll want to think about what kind of promotion you can run for the end of summer (winter in southern hemisphere). It’s still several weeks away but if you start thinking now, you should have a few good ideas to pick from in July. Come up with a promotion idea and then create marketing assets …

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