Content, conversion and the integration of search, social and email marketing

Marketers need to have teasing and effective content on their web sites and blogs to attract visitors and customers. They need persuasive content in their emails. And, after all, that’s what search engine marketing is about as well: getting visitors to your website or to a specific landing page by offering consistent and relevant content. Blog marketing, search engine optimization, social media marketing, content marketing, they all have one thing in common: they aim to attract, be found and persuade. But is it any different than in email marketing and what skills do we need?

We all know that content is crucial in SEO and that the words in a search engine ad are key to conversion. We also know that content is essential in the post-click process, email marketing and in social media.

Valuable and relevant content is what makes people click a link, take action, download something, further discover your site or blog and share information with others over social networks. The content that matters, however, is the content you need for your – prospective – customers and business goals.

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Guest post: how to work a trade show

Janine_Popick_kl


Then I visit companies at local tradeshows and events, I always analyze their marketing tactics. It’s not enough to just show up to the event and wear the company T-shirt; you have to actually sell your products and services. Unfortunately the decision maker who signed off on the budget for the tradeshow booth is not always attending the actual event. If you stuck 100 small business OWNERS in these booths or people who were trained really well by the small business owners, they’d be selling their socks off.

Given that so many excellent companies make basic mistakes when promoting their companies, I thought I’d go into a few of my basic rules for each tradeshow.

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