Category: Advertising
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You Ask, I Answer: Online Lead Generation for Solar Companies?
Megan asks, “My company recently had to layoff their canvassing department so now they are trying anything to get leads for virtual consultations for solar sales. Right now they’re aimlessly boosting Facebook posts, and I was hoping to get some insight to lead them in the right direction. Any suggestions?” The real question is, who…
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You Ask, I Answer: Digital Ad Spend During Quarantine?
Christopher asks, “What are you doing to adjust your digital ad spend when so many people are working from home?” It depends on your business. If you’re classified as a non-essential business and you’re closed, obviously turn off all ad spend and preserve budget. If you’re virtual and open for business, consider adjusting your spend…
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You Ask, I Answer: Remarketing Strategy and Tips?
Dominique asks, “What type of remarketing are you using / on which platforms have you been the most successful?” Remarketing, the art of showing ads to people who haven’t converted, on the surface seems like a pretty simple tactic – show ads to people who haven’t converted. The question is, which kinds of conversions, and…
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The Dangers of Brand Dilution
One of my favorite definitions of brand is by artist and comedian Ze Frank, who defines brand as: An emotional aftertaste from a set of experiences. Brand is identity, true, but it’s also how that identity feels, how it resonates with us. When we think about our favorite brands, we don’t consider those brands dispassionately. We…
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How to Evaluate a Big Idea in Marketing and Business
We love Big Ideas. We court them, we share them, we follow them. We pay hundreds or thousands of dollars to conferences so that speakers can share their Big Ideas with us. Yet, at the end of the day – or the end of the quarter, or the end of the year – when we’re…
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How to Calculate Marketing ROI
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Pick a term that is bandied about the most but understood the least in business (especially marketing) and chances are it will be ROI, return on investment. Many marketers are asked by senior stakeholders what their ROI is, how to calculate marketing ROI, or whether their ROI is trending in the right direction. Before we…
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6 Principles of Influence in Content Marketing
How do we make our content more valuable? In the most recent CMO Survey, CMOs are demanding greater impact from marketing activities as their top priority by a wide margin. Why would such a demand exist in the first place? The answer: marketing activities aren’t delivering impact – not real business impact. What sort of…
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You Ask, I Answer: Tracking Google Ads Performance to Amazon?
Clarissa asks, “Question: I publish a book and set up a series of ads using Google Ad Words and the link goes to the Amazon Page. How do I set up tight tracking for the success of the ads, where success = book sales?” This is a challenging situation because Amazon gives you very limited…
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Thinking Outside the Box: Two Stories
One of management’s longest-standing tropes is the expression, “think outside the box”, a reference to the 9 dots problem. In this problem, a businessperson is given a sheet of paper with nine dots on it, and directed to connect all the dots by drawing four lines, without the pen ever leaving the paper. In order…
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You Ask, I Answer: PPC Learning Resources
Alessandra asks, “Any tips/resources to learn PPC? Who to trust?” Watch the video for the order of resources I recommend, including courses to take, blogs to follow, and events to attend. Recommended courses: Bing Ads Google Ads Can’t see anything? Watch it on YouTube here. Listen to the audio here: Download the MP3 audio here.…
