How-to guides, worksheets, and strategies and tactics to help you map out your marketing. Plus the odd philosophical musing on the digital world.

You think your website is the be-all and end-all. You and your team sweated blood creating it. You think your prospects and clients will love it. You’re wrong. To quote Jakob Nielsen, the usability expert, your clients and prospects think that “Your website is like a speck of dust in the universe.” Which isn’t to…MORE >

Over our past few articles, I’ve discussed three of the four pillars of website maintenance necessary for keeping your digital marketing humming along – security, compatibility, and technical performance. Today, we’ll dive into the fourth pillar – marketing performance. Though this is the last of the pillars we’re discussing, it’s hardly the least. Where the other areas…MORE >

With two of our four pillars already in place, it’s time to turn our attention to the technical side of website maintenance – the behind-the-scenes stuff that makes most marketers’ eyes glaze over. (Quick side note: it’s fine that this isn’t really exciting stuff to you if you’re a marketer though I’d argue that being a…MORE >

Last week, we started with the first in a series of four blog posts outlining the basics of website maintenance. Today, it’s time for part two. We’ll focus on ensuring ongoing compatibility. The good news is that all of the work you do on the security front, which we discussed last week, is likely to…MORE >

It’s exciting to launch a new website, but launch day can’t be the end of the road. Your website needs ongoing care and feeding if it’s going to continue to be a productive part of your marketing toolkit. Here are the basics you, your web development team, and your sales and marketing teams should be…MORE >

What do you expect your website to do in order to drive business and profitability? Clearly, it has to appeal to visitors, encourage enagagement, and move them along the path from site visitor to email subscriber (perhaps) to prospect to lead to client. Oh, and at the outset, your website will be operating blind –…MORE >

To keep your email marketing productive, you have to keep your email subscribers engaged. Here are a number of ways to keep their interest high. Make Your Lead Magnet is Relevant Sure, you can build up a list pretty quickly if you give away, say, a brand new Tesla, but a good number of your new…MORE >

Whether you’re hiring a copywriter or writing copy in-house, your approach to the copywriting process will have nearly as big an impact on your success as the words you ultimately put on the page or screen. For starters, your approach to copywriting has to be broader than writing engaging prose. As obvious as it sounds,…MORE >

It’s tempting to turbocharge your email marketing efforts by buying lists to quickly extend your reach, but for most businesses this is a misguided approach. My latest column for Biznology has been published. In it, I lay out the problems you’ll face in buying names, the regulatory issues you’ll run into, and outline ways to…MORE >