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5 Direct Mail Myths Busted

5 Direct Mail Myths Busted

Modern marketers are facing more and more responsibility to make sure leads come in and close. It’s enough to scare the bejeebers out of anybody. Some are eyeballing direct mail as one more solution to help move prospects along. However, a recent report from PFL and Forrester Consulting, “Hybrid Experiences Bring Direct Mail Into The Digital Age,” (click here to download; easy registration required) shows that marketers have some serious, and legitimate, questions about the age-old practice of d...

Consider Physical Marketing as Another Channel

Consider Physical Marketing as Another Channel

That was a huge factor in the internet’s acceptance so early, so quickly, and by so many. It was cheap to produce and cheap to deliver. And while physical marketing (particularly direct mail) had good trackability, it was scant compared with the data digital marketing could deliver. But the ensuing years have shown that many of the cost-savings of digital have been offset by increased expenses...

Modern Marketing is All About Conversations

Modern Marketing is All About Conversations

Just north of 20 years ago, a book about how the internet impacts marketing was written. “The Cluetrain Manifesto,” by Rick Levine, Christopher Locke, Doc Searls, and David Weinberger, was centered on one big idea: “Markets are conversations.” By arguing that “markets are conversations,” The Cluetrain Manifesto was pointing at a fundamental change that the internet—which was just becoming a c...

Has Content Marketing Reached a Saturation Point? Part 1

Has Content Marketing Reached a Saturation Point? Part 1

...The confluence of internet infrastructure, truly useful web-based publishing applications, and web search enabled the company to popularize a shift in the marketing eco-system paradigm. It makes perfect sense: instead of carpet-bombing your market with interruptive messaging, create the content that will attract the people you want to reach. Create good content, the argument goes, and the pe...

"If you don't know whether your content is expertly written or not, then it's definitely not expertly written."
John Mueller
Google Search Advocate
Has Digital Marketing Failed? Consider Marketing Operations

Has Digital Marketing Failed? Consider Marketing Operations

How is your martech stack working for you? For the uninitiated, a martech stack (or marketing technology stack) is the set of technologies that marketers use to perform various marketing activities. How you collect leads and nurture them along the path to becoming a customer are just some of the activities that are handled by a martech stack. For many growing companies, the martech stack can be...

Orchestrated Serendipity and the Viral Marketing Campaign

Orchestrated Serendipity and the Viral Marketing Campaign

In one experiment into the value of randomness, Ellevate showed three groups of consumers the same movie trailer. One group was told it was randomly selected from a set of 100 trailers. Another group was told the trailer came randomly selected from only 10 options. A third group was shown the trailer and told that a marketer had selected the trailer. Who reported more satisfaction? Consumers pref...

Can a Hybrid Direct Mail/Digital Campaign Shorten your Sales Cycle?

Can a Hybrid Direct Mail/Digital Campaign Shorten your Sales Cycle?

Marketers in the attention economy need to pull out all the stops when it comes to converting complete strangers into paying customers. While sources differ on the number of touchpoints it takes to convert a customer, Hubspot and others estimate that it takes 8 touchpoints to generate a conversion. Modern marketers look almost universally at digital methodologies for reaching prospects. But th...

A different kind of SEO process.
I work with big and small brands alike to create market-facing content that is designed to build on the awareness and consideration that your marketing has been fostering. It starts with editorial profiles of your ideal customer, provides original content—articles, blogs, and other content—that is designed to appeal specifically to them, and ends up with an analytics report.

Review your marketing personas, interview key SMEs, review analytics and editorial efforts of competitors.
Assess what kinds of content will appeal to your ideal customers.
Write and promote content that meets their needs and wants.
Use analytics to determine how well the content did.
Revise and improve content plan based on what was learned.
Interested? Let's work together to create high quality
content for your B2B web site.

Here's how we can work together.


Introduction
We talk or video chat about your organization and needs. If it feels like a fit, we'll set up a time to start creating the editorial profiles.

Editorial Profile Review
Based on information you have given me and through research, I present to you the editorial profiles. We hone that to make sure it aligns with your marketing personas.

Content Creation
We'll create an editorial calendar for the next few months, agree on the cadence of new content, and then the new, original content starts flowing.

Publish and Monitoring
As the articles are published, we make sure they are scooped up by Google and monitor.

Analysis
We'll run an ongoing visualization of how the articles are doing, what kind of traffic they are generating, and track them through to conversions.

Review
We will periodically review the plan against what is learned. If modifications to the plan seem called for, we'll discuss that.

Michael Grover

Contact Michael Grover

617-435-1340

mike@michaelgrover.com

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