Optimization is the science of making your work as effective as possible. You strategically tweak and test your landing pages, emails, and ads to maximize a specific metric, such as clicks, conversions, or opens. And therein lies the problem with optimization: it can give you tunnel vision. Focusing too much [...]
As strange as it may sound, expertise can get in the way of your marketing. When you know a lot about a topic, it can be hard to talk to someone who knows nothing about it. Where do you even begin? How much do you have to explain? The challenge [...]
Some marketers don’t put much thought into button text. Over time, most organizations wind up with a handful of buttons they use for everything. It’s convenient, but not strategic. Your button text is one of the most critical pieces of your call-to-action. It tells people what will happen if they [...]
Your follow-up strategy can make or break your ad campaign. It doesn’t matter how low your cost per click was if your leads don’t convert. What you do after someone gives you their email can make all the difference. Wait too long to communicate with them, and they’ll forget how [...]