It’s funny to me how so many organizations across so many vertical industries—from nonprofits to technology—share the same issue of not speaking their customers’ language. What do I mean by…
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The secret of radical innovation starts with roadside bathrooms
What does innovation look like? Is innovation something that only big companies like Apple and Google can do? Absolutely not! Innovation is simply finding a way to provide a “little…
Read MoreHow to think about differentiation for your business
I read about this last summer, but one of my daughters called it to my attention again–a restaurant in Los Angeles that offers a 5% discount for tables that turn…
Read MoreHow do I avoid unsubscribes?
Someone from a recent speaking event asked me about something he is quite concerned about. He has built up a small following on social media and has an e-mail list,…
Read MoreHow familiar are you with your customers?
Yes, I know that you know your business. And maybe you’ve even done some market research. If you listen in social media, give yourself a gold star. But how well…
Read MoreLet your B2B content run free–the case against gating
Yesterday, in this very space, my friend Ruth Stevens made the case for “gating content”–placing your best stuff behind a registration or contact form so that you mine your Web…
Read MoreGoogle is checking your conversions–are you?
Google might have cracked the code on qualified sales leads through search. Somehow, sites are seeing drops in traffic but not all of them are seeing commensurate drops in revenue,…
Read MoreHow deeply do you respond to customers in public?
Recently, I wrote a post that recommended, “Don’t be afraid of fake reviews,” to help business owners know how to respond to an angry post in social media. To make…
Read MoreMarketers must ask themselves, “What’s your story?”
If I asked you what’s the most important part of your marketing, what would you answer? Would you choose search? Social? Email? Remarketing? Display? What if I told you the answer…
Read MoreAnswering the tough questions about social media
Has your boss started asking you the so-called “tough questions” about social media yet? You know the ones. Is anyone making any money on this? Are we going to make any money? What’s…
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