Repurposing content is a great way to engage your prospects and customers using newer interactive media. But there are a number of considerations to make. Here are three biggies: Consider the medium… is it conducive to what you’re repurposing?In other words, don’t hire a voice talent to read a 20-page white paper and slap it […]

Along comes “engagement.” It’s true… I learned about it at a recent BtoB Magazinenetmarketing breakfast. And then a week later, it was mentioned at an InfoWorld breakfast. Though still a little vague, here’s my take on it. “Engagement” refers to the productivity of visitor’s time on your website plus the ability to create a two-way […]

Remember the term sticky. Sticky was a good thing… the longer visitors stayed on your website the better — better for branding, better for gaining more conversions and a better gauge of a visitor’s interest in your products and services. Now sticky means integrating your content to make it more efficient and logical for visitors […]

Nothing kills conversion rates faster than a navigation bar on your landing page. What’s worse than a navigation bar? No landing page at all… sending click thrus to your home page! Think of it this way. Offering visitors too many options is like the difference between a local and an express train. A landing page […]

The tried and true conventional direct marketer’s credo, “recency, frequency and monetary value” has all but given way to the new direct and interactive marketers credo… “recency, frequency and relevance“– not to mention permission.Thanks to technology, we can target our markets more effectively than ever before. Plus, more robust CRM applications allow us to track […]