Randy Antin says, “Few companies can connect the dots when managing their massive amounts of customer information. According to research by Econsultancy and Ensighten, only 10 percent of marketers have successfully aggregated data from social, web analytics, customer purchase history and in-store visits and sales. Even the necessary centralization of that data is becoming more difficult. In a recent CMO Council study, 44 percent of marketers said they believe data aggregation is crucial for completing their picture of the customer experience. Even if an organization stores, collects and... [...]

Michael Georgiou says, “Mastering the art of the sale isn’t just about enticing potential customers to engage with your business, but about keeping them moving down the sales funnel all the way to the contract’s dotted line. Within this sales funnel, many businesses get lost. While they’re able to generate qualified leads, they aren’t able to transform those potential customers into actual customers. Successful lead engagement means creating a personal relationship with your customer. Though the days of individual, face-to-face sales may no longer be as common, those personal... [...]

Jonathan Long says, “If you’re starting a business and need an online presence, then you can’t ignore content marketing. Once you determine who your audience and you align your content topics with your search engine optimization strategy, you need to produce and publish the content. Businesses that find success with content marketing all have one thing in common — they are consistent. It doesn’t matter if you publish monthly, weekly or daily blog posts; you have to stay consistent and not skip a beat. Here are six ways to help you source content for your website, allowing... [...]

Michelle Held says, “Trade shows and conferences are both excellent ways to meet new people and grow your network. These events provide a venue where thought leaders can share ideas including their experiences and personal growth tips. Affiliate Summit is a semiannual performance-marketing event that has afforded me invaluable learning opportunities and personal connections. This year, at Affiliate Summit West in Las Vegas, I was fortunate to meet up with industry leaders from cutting-edge tech companies. They were all willing to share their experiences and business success tips so that... [...]

Craig Simpson says, “Imagine you just spent $3,000 on a direct mail campaign, the mail pieces are out the door, and you’re finished with the whole process. Now it’s back to business, fulfilling all those orders that are about to flood in. There’s nothing more to do with the mailing, right? Wrong. Now comes one of the most critical parts of the whole operation. Assessing the results of your campaign so you know: Was it worth it to spend the $3,000 in the first place? Of the two versions of sales pieces you tested, which one did better? Which list of names did better? In other words,... [...]

Kimberly De Silva says, “The mobile industry is booming, and mobile apps are completely dominating this arena. Companies of all sizes are seeing the benefits of having a mobile app. According to recent data, nearly half of small businesses are expected to adopt a mobile app by this year. However, simply having an app is not enough to win over mobile users. Most people only use 6 to 10 apps each week. And when it comes to new downloads, only 3.3 percent of Android apps and 3.2 percent of iOS apps still had active users after 30 days. So, how do you get people to download your app,... [...]

Thomas Smale says, “When you’re a freelancer, you want to be widely and favorably known. Of course! A positive reputation gives your leads and potential customers assurance that you can help them in the right way. Your reputation also reflects your status as an expert in your niche and serves as confirmation that you can be relied on to deliver value every single time. To arrive at that point, consider mail for the essential tool it is — just as it is in virtually every industry. If you’re running an online business, as you likely are with a freelance business, you need to... [...]

Megan M. Biro says, “With new social media platforms cropping up all the time, workplace social media rules must go beyond simply discouraging employees from putting off deadlines to play with Snapchat filters. In fact, your corporate social media policy could probably use some updating right now, and on at least an annual basis moving forward to reflect industry changes. That is, if you even have one! Only 51 percent of people said their employers have social media guidelines in a recent Pew Research Center survey. No matter the size of your company, ask yourself this: When was the last... [...]

AJ Agrawal says, “What makes a brand strong in 2017? If you’re thinking top-notch social media strategy and cutting-edge product development you’re not wrong — but you’re still overlooking a critical component: customer service. Customer service doesn’t always generate the same media buzz as other brand practices, but it’s the glue that holds a brand together. Customer service is also your best marketing tool; if you succeed at delivering a wow-worthy experience, your customers will come back — and they might even bring their friends. Today, customers can find out... [...]

Nicole Lee says, “Facebook’s quest to mimic Snapchat is undeniable at this point. In just the last few months, Instagram, Whatsapp and Messenger have all integrated some form of Stories — a disappearing slideshow format that Snapchat is famous for — while Facebook Live dabbled in Snapchat-esque selfie filters. Now, after months of experiments and tests, it’s time for the main Facebook app to get in on the action too. Today, the company is officially rolling out three new Snapchat-inspired features to its core app: a brand new in-app camera that’s chockful... [...]