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

It’s tempting to think of usability and marketing effectiveness as two different things in that same way that many marketers think of graphic design as somehow less important than their marketing. Of course, great visual design is hugely important to the effectiveness of any marketing. The same can be said of usability. That’s not surprising,…MORE >

From the archives this week, one of our most popular posts. It’s pretty timeless material, from the fear of even thinking about the firehose of data that Google Analytics sprays at you to the importance of understanding how your audience is consuming and engaging with your content. (And which content they prefer.) If you do…MORE >

In order for your website to work as a digital marketing tool, it has to work, period. Keeping your site secure is critical to its marketing performance. Here are our top tips for keeping the bad guys at bay and your website performing smoothly. Regular Updates and Maintenance The single most important step you can…MORE >

Anymore than it used to. [ba dum bum] You might consider my paraphrasing of an oldie-but-a-goodie funny, or you might think it’s a “dad joke.” Either way, the truth is that neither digital nor traditional marketing work if done poorly. But … considering the enormous sums poured into both traditional and digital marketing by large…MORE >

Though not as ubiquitous as they once were, image carousels – sometimes called image rotators or slideshows – are still a popular feature on B2B marketing websites. Their appeal is not hard to understand: multiple messages in one block of (very valuable) home page real estate. Since stakeholders always feel there is more critical content than can…MORE >

If you don’t make it easy for your prospects to understand how your solution can solve their problem, you won’t even make the long list. In fact, Hinge Marketing found in a recent study of professional services firms that  “87% of buyers will actually rule out a service provider before even talking with them.” How…MORE >

More isn’t always better. One case in point: the effort you put into creating content for your content marketing programs. I’m not suggesting that you slack off and publish second-rate content. I’m suggesting that a little strategic thought can reduce the effort required to produce really great content. Kind of like taking the time to…MORE >

Today, I’m sharing the article from our February email newsletter. If you’d like to subscribe to our monthly newsletter, please use the simple form at the bottom of this page. Your email address is all we ask for and return you’ll receive untold riches. (In the form of really great digital marketing insights each month.)…MORE >

No, that’s not a typo; it’s a change in emphasis. There’s no way not to put your business first in the B2B equation – your business is selling to the prospect’s business. So, while we can’t switch order of the Bs –who’d notice anyway – we can draw attention to the fact that b2B marketing should…MORE >