Who’s your audience? Who are the people you want to talk to? Who buys your products, uses your services, or supports your mission? Most organizations have a broad understanding of who these people are. But with buyer personas, you can hone in on the specific groups of people you’re trying [...]
You defined your audience. You created your ad, landing page, and lead magnet. But for some reason, your ad impressions just aren't leading to conversions. Or your leads aren't turning into customers. If you aren't seeing the click-through rate (CTR) you want, it doesn't mean you have to go back [...]
The herculean task for any online organization or retailer is to create an audience out of the millions of everyday Internet users. Digital marketers do that through content marketing, advertising, search engine optimization (SEO), or social media. Growing an audience requires a lot of work, attention, and recalibration. And you [...]
It's easy to track sales from digital ads. There's no mystery about your return-on-investment (ROI). And if an ad campaign doesn't produce the results you're expecting, there are lots of ways you can optimize it. Print ads don't work like that. You can create unique URLs and special landing pages, [...]
What if the holiday season was more known for generosity than commercialism? That's the heart behind the #GivingTuesday movement, and it's why it intentionally comes right after Black Friday and Cyber Monday. GivingTuesday isn't about any one organization or cause, and it was launched on the hope that generosity could [...]
Sometimes having a clear, well-defined brand message makes a bigger impact on sales than the price or even the quality of your products. Donald Miller puts it this way: “People don't buy the best products and services. They buy the ones they can understand the fastest.” With any given ad, [...]
A good sales funnel runs like a well-oiled machine. Leads go in, and customers come out. At the top of your funnel (TOFU), eye-catching content makes people aware of your brand. Mid-funnel (MOFU), your lead nurture campaigns help your audience develop a relationship with you and see your brand as [...]
Imagine you matched with someone on an online dating site, and their first message to you said, “Will you marry me?” Ridiculous, right? But many brands do this to their website visitors and new leads all the time. They make a sales pitch before their audience gets to know their [...]
The sales funnel is an abstract concept marketers and sales teams use to explain the process of turning your leads into customers. It’s represented as a “funnel” because as your audience moves beyond awareness of your brand and closer to conversion, the number of people you’re talking to gets smaller. [...]
With fall just getting into swing, it might feel like you still have plenty of time to prepare for holiday sales and special promotions. But if you plan on increasing sales with holiday offers this year, you actually need to start preparing right now. Plenty of consumers make last-minute purchases [...]