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

Building a website that is a productive part of your marketing toolkit requires planning. Here is a template you can open in Powerpoint or a similar presentation program to create a site map and wireframes for your new site. These documents, along with a Strategy Statement and Functional Specifications, will ensure that the site you…MORE >

Last fall, we published a brief article that include a link to our digital marketing audit scorecard. That piece has proven to be one of our more popular posts, so we’d like to revisit the ideas raised there. Measure Over Time Most importantly, we should stress that a marketing audit isn’t a one-and-done proposition. If…MORE >

Talk about walking the walk! I am writing this post after reviewing analytics data from the Andigo website and learning what you – our audience – are most interested in. I recommend you do the same. It’s a little tough to do with raw data. For example, you can look at data from the whole year, but…MORE >

If you’re selling stuff, you’re selling yourself short. Stop sending emails and social media posts saying, “If you’re struggling with X, we can help.” Your prospects get that same email ten times a day from you and all of your competitors. They didn’t believe the first one, and the won’t believe the last. Instead, focus…MORE >

Ideally, you have a system in place that allows you to connect the content your prospects consume with the progress they make through your funnel and, ultimately, the sales that are generated. That’s where the rubber meets the road and generating leads that create revenue is the most important role marketing plays. Your marketing efforts…MORE >

Your prospect has better things to do than visit your website. (If they don’t they’re probably not making any money, making them a less-than-stellar prospect …) So when prospects come to your website, do you think they care more about you or about solving the business issue they’re having? If you think they care about…MORE >

Go where your customers are. If that’s not one of the Top Ten pieces of marketing advice ever, I can’t imagine what is. And yet … A few months ago, Facebook made a move to promote its private groups. You can read about one reporter’s experience in joining dozens of these groups in this New…MORE >

Your audience cares less about whether any particular piece of material in your content marketing program is a white paper or a case study or an infographic or an explainer video and much more about whether the content is helpful to them and their business. If it is helpful, they probably want all the content…MORE >

Just having a website isn’t going to win you business any more than just having a business card will. Knowing what you need your website to do is critical to its success as a hub in your marketing program. Let’s start with a caveat. We are talking here about marketing-focused websites. Your website may be…MORE >