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

If you find that your website is not converting as well as it should be — or as well as you’d like — the issue may be a failure to establish trust with your target audience. Here are a few of the ways you might be hindering your own efforts. Asking Too Many Questions “I…MORE >

I recently published a piece on voice search and voice engine optimization — for Biznology. I also published a piece on VEO for Target Marketing earlier this year. The earlier piece was at my editor’s request and the more recent was a reaction to the increased attention that VEO is getting of late. We may…MORE >

Over the past 10 or 15 years, I’ve tackled some pretty big household projects, including building turned-leg desks for my daughters and adding crown moulding throughout the first floor of our house. So I get the DIY impulse — it can be fun and rewarding, and it can save you a lot of money. But…MORE >

The classic case study format — problem, solution, outcome — is tried and true and it’s tough to beat. But there are ways that you can make your case studies work harder as part of your digital marketing. Here are a few: Make Your Client the Star of Your Case Studies Of course, your case…MORE >

A little reflection is never a bad idea, so as we head into the hottest days of summer, here are the hottest topics we’ve covered over the past few months, as judged by you. Digital Marketing Audit Scorecard If your marketing efforts and materials don’t match your marketing goals, you’re going to have trouble making…MORE >

It’s not just your website that needs to be up to accessibility standards. Your email newsletter should be accessible, as well. Here are some ways you can evaluate your current layout and design. Keep Your Email Design Simple This is good advice even if you’re not thinking about accessibility, particularly if anything more than a…MORE >

“The single biggest problem in communication is the illusion that it has taken place.” One of the traps I find myself fighting hard to keep from falling into – over and over – is allowing the urgent to push aside the important. Nowhere is this more difficult to counteract (for me) than the inbox. Responding immediately…MORE >

It takes a lot of thought to organize a multi-page marketing message so that it appeals to the general audience that might show up at the home page answer the critical questions for each of a number of different audience segments attracts and converts those audience segments via organic search, PPC advertising, and other means…MORE >

B2B marketing continues to evolve from the stuffy, inward-facing efforts of yesteryear to the more modern approach that puts the client front and center. Along with that change comes a change in voice, too. Less formal, more friendly and much more cognizant of the idea that any buying and selling that happens, even in a…MORE >