Stop Using Popups

Burn It Anyway!

As we were talking about promotional strategies, Brian brought up the idea of using a pop-over to promote sign ups to the NorthIQ Smarter Business Newsletter (which in my incredibly biased opinion, is the best free marketing information you’ll find on the internet today).

I immediately shot him down and told him that was the single worst idea he had ever had.

Back in the “good old days” we would see the occasional in-page popup.  They were usually designed to be useful, maybe to let you log in, or to show you some features you didn’t know were there.

They were useful, so we tended to pay attention to them.

Then, there were more.

Now, in true marketing-ruins-everything fashion they are absolutely everywhere.

And they need to go away. Be put down. Eliminated. Burned at the stake. Continue reading “Stop Using Popups”

The 5 Myths of Funnel Management

Funnel Management

In our previous post we wrote that SEO is Big Pile of Crap, in that post we talked about the need to target the right audience, and to turn prospects into leads. We also mentioned funnels briefly. We’re big fans of funnel management here at NorthIQ. Part of our work with our clients is in building a solid digital strategy.

As part of that digital strategy, we talk about the “Buyer’s Journey”, and how you need various touch points during a business relationship before you get the sale.

The number, frequency, and intensity of those touch points can vary based on the product or service, and the price point that you’re working with. Continue reading “The 5 Myths of Funnel Management”

The 5 Step Social Media Check-up

5 Step Social Media Check Up

A holistic digital strategy is about looking at your overall “digital footprint;” each individual component of your digital presence should reflect your overall brand values and business goals.

In addition to visual alignment, where your social media profiles all need to share your brand’s “look and feel,” you also need business alignment.

Creating and sustaining a strong social media profile for your business is essential in the digital age.

41% of social media users believe that the businesses they interact with should have a strong digital presence on social media.

To ensure that you’re using your social media platforms to their full potential, it’s important to measure their success.

By taking the time to look at your metrics, you can identify what tactics are working and what areas need more attention as you move forward.

Here are five ways to measure your business’s social media profile that are sure to help you with your digital strategy moving forward. Continue reading “The 5 Step Social Media Check-up”

Why I Am Not A Marketer Anymore

Years ago, I was fresh out of school and the company I worked for, a small and growing company sent me to a marketing conference (DMA). This was maybe 2001, 2002. The company I worked for was small and spent a fair bit of budget to send me, a young graphic designer to this marketing conference. It was held by a reputable marketing organization at the time and the topic was direct marketing. In retrospect it was an industry that was about to suffer setbacks. But they were branching out into digital. Continue reading “Why I Am Not A Marketer Anymore”

Stop Abusing Your Email List

So many companies out there take their precious email lists and abuse it. Those lists only grow because of a ridiculous “content trickery” strategy where you give away a near-useless piece of content for the right to spam folks. Usually they shrink because prospects who register are really only interested in a free download.

Short term sales at the cost of high unsub rates rule the day and too many companies make this sacrifice. Too many companies are okay with taking their list of names and hammering all the blood (money) out of it they can.

I know the allure of looking at it purely from a numbers standpoint. Open rates. Clicks. Unsubscribes. Revenue. On the short term it’s easy to say that frequent mailing of revenue-generating content that is poorly crafted but sells can help meet quarterly goals. But that is not a plan that sets your business up for long term success. That is not a plan that most companies should be proud of. Continue reading “Stop Abusing Your Email List”

Marketers Need to Improve; They are Not Pulling Their Weight

Lazy Marketer

I implore you, from my heart, I implore marketers to understand how most of us are functioning in a negative way and to get to a point where we are moving forward.

There are two important ways that marketers are not performing.

  1. Marketers are not aligned with business goals.
  2. Marketers are lazy about measuring their efforts.

In 2016 and into ‘17, ‘18, in-house marketers and digital agencies need to align to business goals, they need to measure their efforts in terms of revenue, and they need to ditch the old fashioned advertising values. Values that use soft metrics to measure success. Continue reading “Marketers Need to Improve; They are Not Pulling Their Weight”

Digital Sharecropping is Dangerous

Digital Sharecrop DonGraham flickr23155134n06

Sharecropping is a farming term for growing your crops on someone else’s land.  The land owner gets paid for the use of the land, and you get all of the risks and rewards that come along with the crop itself. It’s an ancient tradition, and it usually benefits both parties. However, as the share cropper, any investments you make to the land are ultimately to the landlord’s benefit. If you take really good care of the land, and make it more fertile, the landowner can raise your rent the next season, or change the terms of your lease.

The same is true in the digital world. Continue reading “Digital Sharecropping is Dangerous”