How Lean UX Can Save Your Start-Up

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lean UX

Lack of “product/market fit” is one of the key reasons for start-up failures. Despite initial success, businesses fail to be sustainable. One way to escape this is to get everyone involved and get back to experience-based design. Don Norman, one of the top names in UX design, coined the term, “User Experience,” back in 1995. He said, “User experience is nothing but starting any design by understanding the audience.” It allows coordination between all the elements and putting together psychology and designing. From the way things were understood in 1995, we have moved a long way in terms of design….

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How to Use Your Website to Convert Consulting Leads into Clients

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How to Use Your Website to Convert Consulting Leads into Clients written by Guest Post read more at Duct Tape Marketing

Marketing and selling consulting services can take weeks, months, and in some cases — years. As a consultant who must balance delivery versus sales, not having enough leads can lead to the dreaded feast-or-famine cycle.

Nurturing and educating your leads is time-consuming work. You don’t want to nurture and educate leads that go nowhere. This is inefficient for your business — almost as bad as spending dozens of hours on an RFP for a project that you might not even get.

Only a third of B2B businesses follow-up with their leads on a monthly basis.

Can you really blame them?

Following-up consistently takes a tremendous amount of memory. You’re already allocating your brain power to delivering results to your clients!

What if there was a way to nurture, educate, and convert consulting leads into clients — at scale?

It’s common knowledge that every consultant and the consulting firm should have a website. Unfortunately, many consultants do not use their website to generate business results.

A well-designed website for consultants helps converts leads into clients. When used correctly, it can be your most powerful sales tool.

The biggest benefit of an effective consulting website is that it allows you to scale your marketing. As a consultant, you are paid for your work on projects — but you don’t get paid to market yourself. This makes the ability to market yourself at scale critical to your business.

Your website is a member of your team that markets and sells your services. When you’re website does marketing and sales for you, you can focus more on helping your clients.

By the end of this article, you will…

  • Learn the 4 steps to turning your website from “digital brochure” to lead-generating machine
  • Know how to demonstrate trust and credibility through your website
  • Understand the changes you can make to your website today to make it more sales-oriented

When you sell your expertise, you’re not focusing on the “close” or sales tactics. To turn consulting leads into clients, you must educate and nurture your leads until they trust you enough to solve their business problems. Your website can help you do that — quicker, and at scale.

I know what you’re saying.

“Consulting is a relationship business there’s nothing my website can do for me to help me turn leads into clients!”

You’re right about one thing — Consulting is a relationship business. But your website and digital presence is one key part of starting and developing these relationships.

Four out of five professional services buyers will look at your website before doing business with you.

And a third of professional services buyers have ruled out a firm because of an unimpressive website.

Whether they hear about your business via referral, Google search, a talk you give, etc — the first thing prospects will do before doing business with you is to check out your website.

You can present them with a “brochure” website that’s little more than an online business card (and does nothing to entice them about working with you)…

Or you can design your website in a way that brings them into your sales pipeline, nurtures them, and offers them your services.

The 4 Step Method to Converting Consulting Leads into Clients Online

1. Share what you know

If you’ve spent any time learning about digital strategy, you’ll have heard the term “content marketing.”

For consultants, this means sharing what you know online in a way that educates your prospects. You want this content to be the first step for prospects entering your sales funnel. You create it with the intention of driving customer action.

How to Use Your Website to Convert Consulting Leads into Clients

Your website is the perfect tool to publish your content. You own it. Your content isn’t at the risk of any other business model besides your own.

The goal of this content is to demonstrate your credibility, educate your prospects, and gain more visibility. The more places you can do this, the more visibility and traffic you will get.

If you’re not sure on what to write, focus on just “sharing what you know.”

What can you share that will help your prospects achieve a positive result for their business?

It could be…

  • Teaching them about how you helped a previous client achieve success
  • Demonstrating how your expertise is a fit for their business
  • Educating them on a common problem in their industry

Use websites like Medium, Quora, and LinkedIn to repurpose your content. If you don’t get a lot of traffic to your website yet, you can use these platforms to gain initial traction.

Medium allows you to import blog posts straight from your website without penalty.

You can promote your posts on Quora to relevant questions, by giving readers a “preview” of your full answer, and then link them back to your website.

How to Use Your Website to Convert Consulting Leads into Clients

LinkedIn can go either way. You can write original content for your profile, or write shorter posts that link to the full articles on your website.

Personal brand coach Leonard Kim uses all three of these techniques. He posts answers to Quora, imports them into LinkedIn, and then uses them as the blog posts on his website.

Here’s how consistently sharing worked out for consultant and coach Robert Middleton of Action Plan Marketing:

“Since 2002, virtually all of my business has come as a result of my email newsletter and blog. I’ve built a brand, credibility, and trust with tens of thousands of people with this medium. People often ask me how I find content for my writing. It’s easy; it’s all based on problems and challenges my clients have faced.”

Just like Robert, use your past and present clients as inspiration for your content. If you can help your clients, then you can help your prospects who face similar challenges in their business.

2. Create a lead magnet

The only thing that should be free on your website is access to your articles.

All of your whitepapers, eBooks, and email courses should “cost” the readers their name and email address.

How to Use Your Website to Convert Consulting Leads into Clients

Put your best content behind forms. Use your website to give your prospects access to some of your exclusive content in exchange for their contact information.

Your website is not well-designed if it isn’t driving profitable customer action. Your lead magnets are the first step to driving this action and starting a relationship with your leads.

The more value you can pack into your lead magnets, the more qualified leads you will get. If a referral is sent to your website that is interested in your services, your lead magnet will be your first impression. You can start this impression off well by offering value — while many of your competitors talk about themselves on their website.

As a rule of thumb, make your lead magnet worth at least $100 in value to make your business stand out in your industry. This will ensure that you spend the amount of time necessary to create a remarkable resource that your prospects appreciate — one that makes them go “aha!” and teaches them something valuable.

The best thing about your lead magnets? Any modern email marketing service can deliver them automatically. Website visitors can visit your website, sign up for your email list to get your lead magnet, and your email marketing software will send them the resource.

You can even get fancy by offering a multi-day email course, where you “drip” your course to your leads over the series of days or weeks. Once you write it, you have an asset that will market your business for you.

When done right, these lead magnets can be your best marketing tool. They are critical to building a well-designed, effective consulting website.

3. Nurture and follow-up

Nurturing and following up with your leads is the key to getting more work out of your digital presence. Very few consultants actually do this.

The follow-up is where you will win consulting projects.

When it comes to purchases made as a result of receiving a marketing message, email has the highest conversion rate (66%), when compared to social, direct mail and more.

The good news is that this is not hard. Since you’re selling your consulting services, you don’t have to write a new sales page to blast to your list every week.


  • Let them know what you’re up to and what you’re working on
  • Fill them in on client successes
  • Encourage them to “hit reply” and ask questions
  • Send them quick tips & strategies
  • Tell stories that tie into the problems you solve and your services
  • Educate them on your areas of expertise

Don’t spend more than an hour sending a few emails to your list a week. Keep them simple, actionable, and focused on fostering interaction. Give your list priority access to schedule a free consultation so you can develop personal relationships with members of your audience.

Unlike someone offering widgets or commodities, you want to encourage interaction with your list. Use your email list as a two-way street. Every email you send should pose a question to your readers and encourage them to respond.

Use a service like Calendy and offer subscribers a 15-minute consultation where you can get to know more about them. This is great for building relationships and will serve as invaluable market research. Talking to your list of leads and listening to their challenges will give you infinite ideas for your articles.

How to Use Your Website to Convert Consulting Leads into Clients

One of the main purposes of your website is to acquire leads and to get visitors on your email list. Once you start acquiring leads, make sure you are consistently reaching out to your list.

4. Offer

You won’t attract new clients through your website if you don’t offer your services.

As you continue to educate and nurture your leads, certain people on your list will trust you enough to hire you for a project.

If you offer productized consulting, even better. Use your list to offer your productized consulting offers, starting with the lowest commitment offer (like a book).

Lead your list up your ladder of offerings, building trust with them as they become customers and clients.

Your email marketing software is ultimately a sales tool — so use it that way. Keep your clients updated on your status, and let them know when you are available for work. These are people that have signed up to learn from you and have gotten to know you and your sense of expertise. They aren’t a list of random names and emails — they are qualified leads!

You don’t have to do any hard selling. You can simply say…

“I’m currently taking on a client. Do you know anyone who needs help with {problem that you solve}?”

Making offers for your products and services in between your educational emails is the final step for converting consulting leads into clients.

Do’s and Don’ts

Do: Create specific offering pages for certain follow-ups

Specific landing pages built for events (a podcast episode you are on, your talk was given at a conference, etc) that offer your listener a piece of content relevant to your talk is a fantastic way to follow-up.

How to Use Your Website to Convert Consulting Leads into Clients

Let’s say you are giving a talk in front of A/E/G manufacturers on how to solve new product manufacturing problems.

Before your talk, build a landing page with an easy to remember URL (, and write some copy that reminds the listeners of who you are and the problem you solve.

Create a piece of content that “upgrades” your talk (whitepaper, eBook, mini-course, etc), and offer that upgrade when they sign up to your email list.

You can get really fancy by segmenting these subscribers into a certain group, and then build content around them.

Speaking engagements are already one of the top methods for consultants to acquire leads, and building a simple landing page for your speaking engagements is a sure way to maximize every talk that you give.

Don’t: Neglect your design

You can write consistently for your blog, offer lead magnets, and build up an email list — but if the design of your website is outdated or unprofessional, you won’t get far.

94% of first impressions are design-related. People are judging whether your consultancy is trustworthy and credible within milliseconds of landing on your homepage.

Usually, it’s the opposite. Consulting firms will have a beautiful, modern website — but it does absolutely nothing for their business.

Go for both great content and great design for if you want to position yourself as a trusted advisor in your industry.

People prefer reading content that is aesthetically designed. Good design builds trust and positions your firm as approachable and trustworthy.

How to Use Your Website to Convert Consulting Leads into Clients

Action Steps

Can you count the number of leads that your website has given your consulting business the past month?

If you can’t, or it hasn’t brought you any, it’s time to look into building a consulting website that attracts and develops new business.

If you’re like 81.8% of consultancies that lists developing and attracting new business as your top business challenge, then you’re better off getting your website to help shoulder the load.

Converting consulting leads into clients is no cakewalk — and that’s why you should use your website to help.

Tsavo NealAbout the Author

Tsavo Neal helps consultants and consulting firms use their website to attract and develop new business. You can read his collection of blog posts, The Ultimate Guide to Consultant Website Design, where he publishes content on sales-oriented web design for consultants. You can also connect with him on LinkedIn, Twitter, and Quora.

How to Discover Your Customers’ Most-Googled Frustrations (and solve them)

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Google is a treasure trove for marketers.

Currently (2017), it “processes over 40,000 search queries every second!”

This “translates to over 3.5 billion searches per day and 1.2 trillion searches per year worldwide.”

And just look at how much Google use grew between 2000 and 2012:


It’s ridiculous!

And this all means one thing.

Google can generate valuable data like it’s nobody’s business.

There’s arguably no other resource in history that compares to it.

Another thing I love about the search engine is the arsenal of free tools it offers for gaining insights.

There’s the Google Search Console, Google Analytics, the Google Keyword Planner and Google Alerts, just to name a few.

These are all ideal for providing you with the data you need to better understand the behavior of your audience and improve your marketing.

And as we all know, data is a marketer’s best friend.

Without data, I wouldn’t know what direction to take, making it much more difficult for me to reach my demographic.

In this post, I’m going to cover an extremely important aspect of marketing.

It’s this: how to discover your customers’ biggest frustrations and how to solve them.

I’ve found that Google is perfect for finding out what irks my audience, and you can implement the same methods too.

Here are several techniques you can utilize.


Let’s start with an incredibly simple yet effective feature: autocomplete.

I’m sure you’re familiar with it.

With the insane amount of data Google has accumulated and continues to accumulate, it offers autocomplete to streamline user searches and help people find the information they’re looking for quicker.

Here’s a screenshot that summarizes how this feature works:


Notice I highlighted two key points.

Autocomplete predictions factor in the popularity/freshness of search terms and terms other people are searching for.

Using autocomplete can provide you with valuable intel on what your customers are searching for and, more importantly, what their collective frustrations are.

Let me give you an example of how you can use it.

Type in a broad keyword phrase that relates to your industry, niche or product you’re selling.

I’ll use “organic soap” as an example.

Here’s what pops up:


Just like that, I can tell what some of the most popular search terms are.

It’s obvious people are interested in organic soap bases, recipes and organic soap-making supplies.

Therefore, this user base has questions and concerns about these topics.

So this is a good starting point.

I recommend recording these popular searches for future reference because you’ll want to create content around those topics.

Performing a question-based search

Another easy way to understand your average customer’s frustrations is to figure out what types of questions they’re asking regarding your niche/product.

You can do this by typing in search phrases such as “what is,” “why is,” “how to,” etc., followed by a broad keyword.

Here’s an example:



Within seconds, I can get a pretty good idea of which aspects of the organic soap topic people are curious about.

Remember, if it pops up on Google autocomplete, you know a large number of people have entered that search phrase.

So, you’re dealing with a high volume of searches.

Again, you’ll want to record those search phrases because you can target them later on.

Performing a problems search

Let’s take it one step further.

Type in your broad keyword followed by the word problems:


Here are some of the results I got:



I also highlighted some frustrations, concerns and questions people have.

Considering the fact these are all on page one of this Google search, it’s safe to say there’s a significant number of people who share these frustrations.

As a result, these are all potential topics I could cover.

Using the Google Keyword Tool

You probably already use this tool for performing keyword research for SEO.

But it can also be useful for finding your customers’ pain points as well.

Here’s what you do.

Type in your broad keyword in the search box:


Then scroll down to see what people are most interested in.

The main thing you’ll want to take into consideration is the number of average monthly searches.

Here are some highly searched keywords that let me know what types of questions and frustrations customers have:5211f908db704c3988acaf1cc3c86e72

Using Google Trends

I absolutely love Google Trends.

It’s one of the best ways to get a quick snapshot of the popularity of something and see how interest has either grown or declined over time.

I also like to use it to generate graphs for great looking visuals for my content.

To use it in this context, just type in your search phrase:


Then scroll down to “Related queries.”

You can view related queries as either “Top” or “Rising.”

“Top” lets you know what’s most popular over time in the grand scheme of things.


“Rising” lets you know what’s most popular at the moment and what’s trending upward.


Use this information to spot any potential frustrations your customers might be having that you may want to address.

Identifying top blogs in your niche

Here’s one last technique.

Do a Google search that combines your broad keyword and the word blogs.

You’ll get results like this:


Then click on one or more of the results.

This one looks good to me:


Now, I can get a glimpse of the types of topics the top blogs are covering, which are indicative of what your average customer is most interested in:


I can get quite a bit of information by just looking at the description of each blog.

But, of course, I can learn a lot more by actually clicking on a specific blog and scanning through the posts.

This should fill in the gaps in terms of discovering the average customer’s frustrations and can give me even more ideas for content.

Solving those frustrations

Okay, so I’ve discussed several different ways to gain an understanding of what’s irking your customers.

As you can see, Google is pretty much a be-all and end-all tool for this.

But how do you solve those frustrations?

It’s simple.

You want to create robust, comprehensive content that exhaustively answers these questions and addresses these frustrations.

I recommend writing down a list of topics based on your research and prioritizing them in terms of importance.

For instance, I found people were interested in:

  • what organic soap is made of
  • how to make organic soap from home
  • how to make organic soap without lye
  • toxic soap ingredients to avoid

and so on.

Now I can start creating content that covers those topics.

More specifically, my goal is to create content that outranks the competition.

Skyscraper it

As you may already know, I’m a huge proponent of the skyscraper technique: producing content that betters and outperforms your competitors’ content.

If you’re unfamiliar with this concept or need to brush up, this guide from Backlinko will tell you everything you need to know.

By following this formula and addressing the unique concerns of your customers, you’ll quickly be on track to generate traffic, build trust and “scratch their itch.”

Diversifying your content

I’ve mentioned many times before that interactive content significantly outperforms conventional static content.

Here are a few stats from Impact Marketing that show the importance of creating interactive content:


When you break it all down,

interactive content drives 2x the number of conversions as passive content like blogs and eBooks.

Here’s what I suggest.

Look for ways to create different types of content your competitors have overlooked or ignored.

Rather than writing your standard 800-word blog post, write a long-form, 2,000-word post full of visuals, including relevant videos, graphs, stats, etc.

Or if there’s a pervasive question your customers have, try creating an infographic that succinctly answers it step by step.

In other words, think outside the box and be willing to go where your competition doesn’t.

This should kill two birds with one stone because you’re solving your customers’ biggest frustrations and providing them with incredibly helpful information while offering a level of depth your competitors are not.

It’s a win-win situation.


It’s amazing the insights you can gain from Google.

It’s a godsend for doing market research and will provide you with a wealth of valuable intel if you know how to use it correctly.

And the longer people use Google, the bigger the data pool becomes.

The best part is that it’s completely free.

As you’re probably aware, every demographic has its own specific pain points.

Your job as a marketer is to identify these frustrations and provide an effective solution.

By using the techniques I mentioned, you can do this in a very streamlined manner.

From there, you’re in a much better position to create content that hits its mark and can provide your audience with the answers they crave.

This, in turn, translates into a host of benefits including increased traffic, more leads and bigger profits.

Do you have any other suggestions for using Google to discover customer frustrations?

How to Increase Conversions, Sign Ups, and Subscriptions with Web Push Notifications

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web push notifications

It’s Friday afternoon, and Bill is frantically writing a rebuttal to a fiery political thread on Facebook. Smashing his keyboard violently with fingers of fury. Around 3 pm, a message flies in on the upper right-hand corner of his computer screen updating him of the final score of the Giants vs. Phillies game. “Giants lost?!? What?” At 4:30, another notification flies in telling him the pet food he was browsing online earlier in the week is available at his local pet store and he can grab it on the drive home. “Gizmo’s gun’ be happy tonight heh heh. JUMBONE for…

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The Digital Marketer’s Guide to Programmatic Marketing

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The evolution taken in place in digital marketing over the last decade is amazing.

We’ve gone from horrendous keyword stuffing and “spray and pray” campaigns to incredibly smart and efficient strategies that maximize ROI.

This evolution has largely been fueled by data and predictive analytics.

And what I love is the power that small-scale marketers now have.

The tyranny of traditional gatekeepers in marketing has been drastically diminished, which to me is a beautiful thing.

You don’t have to have a massive marketing budget to get results anymore.

It’s more about being savvy and staying ahead of the game.

One particular technique beginning to pick up steam is programmatic marketing.

If you’ve never heard of it, it can seem a little complicated at first—especially when you examine it on a granular level.

But when you look at the big picture, it’s pretty straightforward.

In this post, I’m going to explain the fundamentals of programmatic marketing, its outlook over the next few years, best practices and how to get started.

Let’s start from the top.

What is programmatic marketing?

State of Digital offers a basic explanation:

Programmatic marketing is a way to target what types of audience you wish to show your advertising to. Which can encompass segments across demographics such as age, gender, social standing, to geographic in certain areas of the country.

Here’s another definition of it from Kenneth Kulbok of LinkedIn:


At its core, programmatic marketing involves advertisers competing in an automated, real-time auction, where the highest bidder wins the impression.

From there, the visitor will see an ad from the winning advertiser.

Everything happens within milliseconds, so there’s no lag or disruption in the user experience.

It’s all seamless.

If you’re still a little unclear, this graphic breaks the process down step by step:

programmatic advertising infographic

As you can see, it’s very streamlined.

Rather than relying upon humans to manually complete the process, programmatic marketing uses an algorithm to handle it automatically.

An example

I find having a concrete example to look at helps me connect the dots and fully grasp a concept.

So, here you go.

Here’s an example provided by Decisive, which involves Words with Friends, a word game:


In this case, Words with Friends is the publisher.

Words with Friends gives its ad inventory to an ad exchange.

The ad exchange then has an auction, where advertisers get information about a person using Words with Friends, which is called a bid request.

This information could include their IP address, operating system, type of device and so on.


From there, advertisers examine the bid request and send in their bid price.

Once the ad exchange gets in all the bids, the highest bidder is the winner, and their ad is shown to the user.

The amazing thing is it all takes place in milliseconds.

Within an instant, the user is shown a highly relevant ad from the winning bidder.

The benefits

Besides the inherent efficiency, the primary advantage of programmatic marketing is the quality of leads it generates.

The extent to which you can target your ads is pretty amazing.

An algorithm examines a vast amount of data to instantly identify visitors that match your demographic.

As I mentioned earlier, this technology can look at factors like age, gender, geographical location, etc. as well as the context of the website being viewed to find highly-qualified visitors.

That way you know for a fact your leads are highly qualified.

As State of Digital also points out,

you are only paying for highly effective ads, delivered to the right people at the right time.

You also have plenty of control over your budget and can have your ads featured across several different publishers with a high degree of flexibility.

This means you have way more opportunities to reach your demographic with this method than with a more conventional, like a traditional PPC platform, method.

The bottom line is:

  • programmatic marketing is quick and efficient;
  • it allows you to get your ads in front of a highly targeted audience;
  • it offers a lot of flexibility.

Projected growth

Now, you’re probably thinking that programmatic marketing seems legit enough.

But is it really a viable marketing technique that’s here for the long run?

Or is it just some fad that will quickly fade away?

Well, there’s a solid body of data that suggests it’s here to stay.

For starters, here’s the rise in interest in programmatic marketing between 2012 and 2016, according to Google Trends:


There’s no denying interest has grown considerably.

Here’s a chart that shows how programmatic spending has risen over the past six years:

programmatic advertising for dummies 16 638.jpgcb1411484271

As you can see, there has been a dramatic rise in spending.

According to MAGNA GLOBAL,

programmatic marketing is experiencing an average annual growth rate of 31%.

They even predict that ad spend will reach $37 billion by 2019.

Clearly, programmatic marketing is growing by leaps and bounds.

The US in particular is spending money like crazy.

Just look at how the US compares with other countries:


It’s safe to say this is something that digital marketers will want to know more about and at least consider implementing and experimenting with.

Best practices

Let’s say you’re interested and are looking to get your feet wet.

What are some of the most important things to keep in mind?

The way I look at it, there are four key factors you’ll want to pay attention to.

Factor #1: ROI

First, you need to have a clear understanding of how much you’re willing to pay in order to get your ads in front of visitors.

Your ROI isn’t something to be taken lightly.

Set some specific ROI goals to ensure you’re spending wisely and getting the most bang for your buck.

Factor #2: Data

Data is vital to making programmatic marketing work.

The more data you have at your disposal and the smarter it is, the better the likelihood of success.

Use your existing customer data to gain a thorough understanding of how to best reach your demographic.

This should enable you to approach your campaign with greater confidence and minimize waste spending.

It will also help ensure that only highly qualified leads are seeing your ads.

In other words, you won’t waste money on crappy leads unlikely to buy.

Factor #3: Mobile

It’s safe to say that having mobile-friendly ad content is a big deal.

Just look at data from a recent Hootsuite study:


Considering nearly half of all Internet users are on mobile, make sure your ads are compatible with all screen sizes and devices.

Otherwise, it’s like flushing money down the toilet.

Factor #4: Preventing ad fraud

Finally, you’ll want to understand the dangers of ad fraud.

Not to freak you out, but there are definitely cases where ad buyers were left with bogus impressions and visits.

Make sure you don’t become a victim.

The best way to do this is to check out how an ad exchange buys ad inventory and the types of vendors they work with.

If they partner with any questionable vendors, this should be a red flag.

I also suggest you inquire about the policies they have to prevent ad fraud from taking place.

I would imagine programmatic marketing will become more and more regulated over time, but you’ll want to take proper precaution to prevent ad fraud.

For in-depth information on this topic, I recommend checking out The Programmatic Marketing Guide from Smart Insights.

It covers everything from developing a strategy to understanding the criteria for choosing a platform.

Ad exchange platforms

By this point, you’re probably wondering about actual providers.

What are some ad exchange platforms you can use for your programmatic marketing campaign?

There are numerous platforms on the market, but I suggest these three:

  • Acuity – You can check out their demo here
  • DataXu – They offer in-house programmatic ad buying
  • Bench – This allows you to create actionable personas and audience groups


As technology continues to advance, digital marketing becomes increasingly sophisticated.

To me, programmatic marketing is the natural next step in the evolution of digital marketing.

It’s extremely cutting-edge and is the perfect way to use big data to your advantage.

This way you can do more with your marketing budget and ensure your ads are being shown only to highly qualified leads.

I also love it because your ads can be distributed across a variety of platforms.

You’re not limited to a single network such as Google AdWords or Facebook Ads.

It still remains to be seen what the full impact of programmatic marketing will be.

But it looks very promising and could be a real game-changer in the digital marketing realm.

Have you ever experimented with programmatic marketing?

Glossary: What Is the Fold?

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what is the fold

The fold is a term used by web designers and Internet marketers to describe a web browser window’s bottom border. “Above the fold” refers to web content that is visible above the border when a page first loads. “Below the fold” refers to the portion of the page that requires scrolling to see. It’s a slightly dated term since the web has evolved to accommodate mobile devices. However, the term and its implications are still important for those engaged in conversion rate optimization and user experience improvement activities. The illustration above shows how the “the fold” is defined on a…

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Content: The Atomic Particle of Marketing – Book Interview

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Content: The Atomic Particle of Marketing

Content, in all its forms, is the single most critical element of any marketing campaign. Content – The Atomic Particle of Marketing goes beyond superficial descriptions of how to produce engaging social media content to offer the results of many years of deep quantitative research, and hours of interviews with senior marketers at some of the world’s leading brands.

The post Content: The Atomic Particle of Marketing – Book Interview appeared first on Heidi Cohen.

6 Reasons Your Mobile Ranking on Google Sucks

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drinking straws

2017 will forever be known as the year Google adopted a mobile-first strategy. Some people will think of that way, at least. Probably not too many, actually, but that doesn’t lessen the significance of the shift. Your mobile web strategy is now, simply, your web strategy. Why is this so important? By late 2016, more than half of all Google searches were conducted from mobile devices, and over 77% of web searches are through Google. So when the company announced this year it would prioritize mobile sites over desktop to determine relevance and ranking, it was kind of a big…

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