Audits are misunderstood, and maybe it’s because when you hear and read “audit” you think of an IRS audit. Well, even though it’s nearing the time for filing taxes, a website audit is not at all something to fear, ignore, or scoff at. Audits that assess your marketing function are essential for ensuring that your processes, systems, and tools are working and performing the way they’re expected to. How else would you know that you’re not expending time and resources in vain?
If you’ve ever managed an email automation tool, you are among those who know two things to be true:
If you’re a seasoned marketer, you’ve heard about buyer personas at one point or another. But, with so much talk about personas, it was surprising to learn that most professionals believe personas are a nice-to-have, instead of a must-have. We get it. Sometimes a launch date comes up quicker than expected and your boss needs a marketing plan yesterday. When this happens, marketers often overlook identifying a target audience and jump straight into deliverables.
Gone are the days of loading up the family in the car and searching for homes by driving around the neighborhoods on your wish list. Today, 86 percent of homebuyers consider real estate websites the most useful source of information when buying a home, according to a 2016 Profile of Home Buyers and Sellers. In addition, 44 percent of those home buyers use the internet as their very first step when searching for a home.
Whether you’re looking for newsletter subscriptions, white paper downloads, or donations, a landing page can help meet your goals. Landing pages are meant to influence action, and for that to happen they have to be designed and developed it correctly. In this blog post, we discuss easy ways to create landing pages that drive conversions.
An executive from my former life once said, “When I think of a blog, I think of this large mass of…” I instantly tuned him out. I couldn’t believe that was his response to my team’s suggestion of creating a blog for the company. He then proceeded to say there is no value in blogging and turned the idea down. In my mind, a simple “no” at the beginning would have worked just fine.
Years later, that response still tops the list of unexpected reactions to starting a blog. Typically, I hear, “It takes too much time.” “It doesn’t produce results.” “We’re doing plenty.”Like my former superior, many businesses don’t see the value. There are a lot of assumptions and misconceptions out there, and being a naysayer will only hurt your business in the long run. It’s time to debunk the blogging misconceptions out there and recognize that blogging has numerous benefits, and most importantly, offers an opportunity to build and advance a digital brand.