Understanding your customer and their interests is the foundation of any successful post-click marketing plan. If you don’t understand your customers, you can’t form a connection with them. I’ve long argued Buyer Personas are THE basic building block of B2B marketing today. But Jim Burns of Avitage told me that companies he talks to claim [...]
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Post-click marketing requires making a connection with web visitors. The connection has to be based on how you can solve an immediate need. Whether it’s through a purchase, a download, or a phone call, understanding how potential buyers want to make this connection is important for post-click marketers. As I browse B2B websites, I’m struck [...]
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One of the essential components of post-click marketing is conversion optimization. And one of the essential components of web pages that are optimized for conversions is their high level of visitor engagement. In order to get visitors to engage with your page and your content, it must be remarkable. Here Jeff Ogden provides pointers for [...]
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Last year I was challenged with teaching my novice content management team how to write magnetic headlines and remarkable content. Since such tactics involve a myriad of strategies, I began thinking of how to break it down into a tangible, non-subjective checklist or generalized principle. My conclusion resulted in the birth of the “Triangle of [...]
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