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Rescooped by Martin (Marty) Smith from Marketing de contenidos
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Marketer's Template for Creating Buyer Personas From Hubspot

Marketer's Template for Creating Buyer Personas From Hubspot | Marketing Revolution | Scoop.it

Download @HubSpot's free template to creating buyer personas.

Marty Note
Wow this is generous. Hubspot is sharing a template to help you create personas. Persona creation is increasingly important since relevance is key to engagement and engagement keeps site heuristic measures such as Tim On Site and Pages Viewed up. Keeping site heuristic measures up helps with SEO and SEO helps with traffic and traffic is money.

Creating personas can be a pain. This template makes it easier Also read Managing Content Marketing by Rose and Pulizzi for more on how to create and use personas.


Via Eva Sanagustin
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Rescooped by Martin (Marty) Smith from E-commerce, F-Commerce, M-Commerce, T-Commerce & SoLoMo
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Can We Make Money On Mobile? How? Responsive?

Can We Make Money On Mobile? How? Responsive? | Marketing Revolution | Scoop.it

As the debate around how ecommerce websites should optimize for T-Commerce and mobile shopping continues, the challenges for ecommerce retailers mount as new mobile devices and platforms hit the market. The data is unambiguous: without a mobile site experience, shoppers abandon in droves.

 

Have you tried using your phone to shop on a standard website? If you have, you know you need to customize your shopping experience for smaller screen sizes. For myself, I know there are only so many times I’ll try to add a product to a cart when my thumb keeps hitting the privacy policy link beneath it...


Marty Note
For me, as a former Ecommerce Director, I think the debate is should we optimize for Smart Phone and pads alone or all mobile devices. To retrofit a large e-commerce site is no small thing. Can 90% of the benefits be created with 50% of the traffic. If I were still managing a large ecomm site that would be my vote. How do we achieve something now that covers most of our best customers and patch the rest.


Via Nebojsa Stojanovic
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How Beloved Brands Weave Storytelling Into The Fabric of Their Being

How Beloved Brands Weave Storytelling Into The Fabric of Their Being | Marketing Revolution | Scoop.it
A handful of brands have earned the trust of their target audience in a natural, organic way. Here are some tips on how to motivate your target using their story.

 

These days, smart advertisers are tying their brands into their customers’ personal stories. Or, more accurately, they’re helping their customer connect more deeply to his or her own personal story through the brand’s story.

 

Brands like Patagonia, Southwest Airlines and Apple have earned the trust of their target audience in a natural, organic way. Their customers don’t perceive “the story” they’re being told as marketing, but rather as a welcome outreach – like getting a thoughtful card from a good friend. So, if your advertising message doesn’t seem to be motivating your target, chances are your brand story isn’t jiving with your customer’s personal story.

Marty Note
This idea of the story woven into the fabric of everything and indistinguishable from our belief systems about these "story brands" is powerful and correct. People not things sell I wrote recently:

People Not Things Sell
http://scenttrail.blogspot.com/2012/06/startup-websites-people-not-things-sell.html

Apple is one very large exception. Apple uses people everywhere but their website. Apple.com has one hero, the brand Apple, with a large supporting cast (iPhones, iPads, MacBooks). The absence of people is such a clear, clean statement - Apple's products are the heroes. Apple knows we will do the rest.


We will project ourselves into their comic book; we become the superheroes using the magical apples from our cool utility belts. This projection becomes the marker of truly great storytelling. Whey your brand's story is so well told it enables people's dreams they your storytelling is so woven into your fabric the most rare of marketing things happen - you market less as your customers advocate more.


To achieve such a rare Zen state your brand must survive the 3 Ts: Time, Temper and Tamper. Trust comes with consistent greatness of product and response over time. Temper is surviving the bad temper of competitors and even some brand advocates (read the Steve Jobs biography to learn about temper). Tamper is can your brand right itself when others attempt to topple it, to knock it off its stride.


Survive the 3 Ts over and over again across time and your brand may mark a time when your story is woven into the mental fabric of your brand advocates so well you need to sell less even as they volunteer to sell more.


Via Gregg Morris, eRelations
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Q: How Does Apple Create Such Magical Marketing? A: People

Apple is such a magical marketer and the ads positioning the iPad are genius. I wanted to learn from the ad so I spent hours reviewing it and this is what I found.

Marty Note
After spending a lot of time reviewing and re-reviewing Apple's iPad app, the one featuring the Kandinsky Improvosation #28, I came to an interesting answer to what makes Apple so great. Their use of people.

I discussed the importance of people in web design in a recent ScentTrail Markeitng post:

People Not Things Sell

http://scenttrail.blogspot.com/2012/06/startup-websites-people-not-things-sell.html

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Honest, Caring Curation Is As Important as Creation [and possibly MORE work]

Honest, Caring Curation Is As Important as Creation [and possibly MORE work] | Marketing Revolution | Scoop.it

Note from Beth:

This article was curated by Robin Good who used to point out the difference between sharing and curation - and how curation is actually closer to content curation.   Jan Gordon also highlighted the post with a call to action to content curations.     When two important curators here on Scoop.It call an article about our practice to our attention, we should read it, and consider how to apply the ideas to our practice.

Beth Kanter

http://www.bethkanter.org




------

Robin Good: If you are interested in understanding how "content curation" differentiates itself from simple re-sharing and re-blogging here is a great article by Chris DeLine.


Great advice for anyone wanting to become an effective content curator: “Whether in tweets, in blog posts, in podcasts, or in newsletters, be ruthless with your attention.


...


Some adopt a strategy of blanket-curation, throwing everything new or fresh or remotely interesting online and letting other consumers make their own value distinctions.


Others assume the role of tastemaker, selectively making the decisions themselves.


Both have their place, but the former contributes to what Jonathan Haidt calls “the paradox of abundance,” which he says “undermines the quality of our engagement.

How many content-overload websites can you monitor before you become overwhelmed by volume? How many share-explosions does it take before you remove a friend from your Facebook feed? How many Tumblr pages can you pay attention to before the reblogs become a blur?


...

Thoughtful, honest, and caring curation isn’t entirely different than creation.


After all, the topics you choose to research, to blog about, and to discuss with friends all begin with the process of sifting through the media abyss yourself and singling out worthwhile information."


What really counts is to create content that is useful, meaningful and helpful for others, whether from direct hand authorship, or by curating the best existing resources.


Insightful. 8/10


http://chrisdeline.com/curation


(Image credit: Shutterstock)


Marty Note
Not much to add to both of these trusted sources. Curation, done the way Robin and Beth create it, is an act of creation on par with any orginal material. I am not sure what "original material" means.


I write an average of 5,000 words a week. Most of those words are resampled or build on themes I care about such as SEO, cool tools or ideas that are becoming memes (walking around on their own). Curation, as done by great curators, follows the same path. Curators often do MORE work since they may filter thousands of articles, comments, posts and ideas to find the one needle to support their content themes. 


Via Robin Good, Beth Kanter
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Sinan Zirić's curator insight, January 19, 2013 11:50 AM

This is an excellent Curation review.

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After Google's Panda and Penguin The Best SEO Is No SEO Because ...

After Google's Panda and Penguin The Best SEO Is No SEO Because ... | Marketing Revolution | Scoop.it

Google is resurgent, kicking butt and taking names. Their Panda machine learning allows them to see just how dirty our SEO rooms are and they have a Penguin for a cop.


Penguin and Panda mean those site heuristic such as Time On Site, Pages Viewed, Return Visitors and lower bounce rates become beyond important. The best way to tune those metrics is tell better stories and worry less about over optimizing your site for the old rules. The old rules are gone. This article discusses the new SEO rules and what they mean.

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The Dangerous Speed Of Light In Advertising Well Executed [video]

Audi RS "Moments of Truth" is a series of highly stylized, dynamic short-form documentaries that capture a moment in time -- visual, visceral proof of the im...


Marty Note
I thought of my friend John van den Brink (@DotComSocial) when I happened upon this amazing Audi ad. John understands racing. I understand great advertising and this is a great example of how to start fast and go faster. You can't watch this ad and not have your heart pounding.

Some things stand out as laudable including:

* Pacing is amazing.

* Jump cuts are smooth and yet frantic.

* European drivers talking = brilliant as feels more authentic.

* Speed is amazing.

* Just right amount of message (i.e. not much).

* Right amount of DANGER.


Bet John likes this ad too  :).



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John van den Brink's comment, September 1, 2012 10:52 AM
Martin you're right: I like this one! Thank you this scoop.
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Personal Curation More Poweful Than Speeding Bullets, Able To Leap Tall Buildings

Personal Curation More Poweful Than Speeding Bullets, Able To Leap Tall Buildings | Marketing Revolution | Scoop.it

Apparently, the Quora user who asked this question was looking for a Web service where he could hire a personnal Web assistant - a human being, he wouldn't trus an algorithm - to be that person. 


"So why don't you try to be that person?" started my answer.

"Nobody knows your interests better than you do and no one can make a judgement on what is relevant to them better.

Lack of time, right?"


Rest is on Quora but the short story is that I felt the new topic-centric model of social media, combined with Curation (like we have on Scoop.it), is precisely serving that goal: highly personalized information, curated by informed, expert and relevant human beings on a given topic.

Marty Note
I agree with one of Scoop.it's founders. Guilluame defines the essence of the curation revolution - a person empowered with the right tools is a superhero. The advantages to doing your own curation include:

* Curation changes YOU and then IT.

* Curation is an artistic expression of who YOU are.

* Curation is love and journey those things that make us alive and human.

* Can't delegate thinking (lol).

I remember purchasing a computer with my own money in 1984. My management thought I was "playing", but they kept a watchful eye on me. As long as my "playing" didn't interfere with my ability to sell M&M's and I was using my own money I could play.


Their attitude was computers were for assistants and not brilliant managers like them. Wonder where they are today? The revolution came to town and their response was to delegate it out. I've surfed this magical digital revolution wave my entire career and it just keeps getting bigger. About as much fun as one can have surfing :). Who would ever delegate surfing?


Via Guillaume Decugis
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Guillaume Decugis's comment, August 29, 2012 11:38 AM
Love the analogy with personal computers and assistant, Marty: great one! I've actually never been good at having a PA myself (for the short time I had one in my pre-startup life...).

Invest in smarter and smarter tools: let the human brain take care of the rest :-)
Martin (Marty) Smith's comment, August 29, 2012 8:22 PM
Agree G
It is impossible to anticipate all the strange connections the right set of human brains will create, strange, wonderful and always where the money is :). Impossible to delegate that out to even the smartest tool or an army of assistants.

I did have an amazing "assistant" when I worked at NutraSweet. Michele knew how to clear away the BS so I could THINK - much needed in a Fortune 1,000 where there is BS to be cleared. Now, like you, I use tools to get close to what Michele did so magically back in the day.

One of my favorite Michele stories is I couldn't get a meeting with the President of H. J. Heinz to save my life. The "Top To Top" meeting was in my goals and so getting the meeting meant a bonus, something I didn't care about, and solving a perplexing puzzle, something I did care about.

Michele gets on the phone with her counterpart in David Scully's office (brother of John Scully of Apple fame) and I have the impossible to get meeting inside of 15 minutes. I doubt the "assistant" network that was so well intact then is as easy to tap into now, but it was amazing to see how easy something could be when the right person was on it (lol).
Marty
Guillaume Decugis's comment, August 30, 2012 4:47 PM
Nice story Marty. Thanks for sharing ;-)
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No Marketing Budget? Give Customers A Job, Pay With Social Currency [Huffington + Marty]

No Marketing Budget? Give Customers A Job, Pay With Social Currency [Huffington + Marty] | Marketing Revolution | Scoop.it

These are just a few of the ways you can tap into the unprecedented power of today's customer and help them become your strongest supporters without spending an extra dime on traditional marketing.

Marty Note
Great article if a tad oversold. The title was, "No Marketing Budget, No Problem". Yeah I've been Internet marketing a long time and there is no free lunch here anymore. Can you use the tactics outlined here to help you REDUCE your marketing spend and increase your team's effectiveness and make more money? Yes, is it free? Not even a little bit (lol).

Here is the problem this Huffington Post article doesn't broach. Who is going to watch, interpret and tweak all of these new free tactics. Who is going to understand what they really mean and if that meaning is good or bad.

I've been an Internet marketer for 12 years. I have Gladwell's 10,000 hours in and every one of those hours taught me something I use daily. The idea great Internet marketing is only a matter of reading a post and away you go is absurd.

Yes you might read this excellent article and hit a home run. Someone is going to win the lottery this week too, but Internet marketing isn't about one at bat. Internet marketing is about hitting consistently better than .300 and learning to do so takes TIME and MONEY.

Here is the hidden fallacy of this article. Even if you learn to carry all the water that needs carrying up the mountain the sweat equity you put in costs "money" in the form of TIME and opportunity costs (while you are learning Internet marketing you aren't doing something else).

As we all already know, there is no free lunch. I like the tactics here and would advise any client to use them. I've used some of them, we had a great "Buzz Team" of customers we gave special jobs to when I was an Ecommerce Director, so the small cost of reading this article should bear positive ROI fruit.

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‘Superorganisations’ – Learning from Nature’s Networks

‘Superorganisations’ – Learning from Nature’s Networks | Marketing Revolution | Scoop.it

Fritjof Capra, in his book ‘The Hidden Connections’ applies aspects of complexity theory, particularly the analysis of networks, to global capitalism and the state of the world; and eloquently argues the case that social systems such as organisations and networks are not just like living systems – they are living systems. The concept and theory of living systems (technically known as autopoiesis) was introduced in 1972 by Chilean biologists Humberto Maturana and Francisco Varela.

 

This is a complete version of a ‘long-blog’ written by Al Kennedy on behalf of ‘The Nature of Business’ blog and BCI: Biomimicry for Creative Innovation www.businessinspired...

Marty Note
I've been fascinated with emergence in biology for years reading E. O. Wilson and others. This looks cool and along those lines. I'm somewhere between emergence, systems not requiring top down authority to build things like ants and bees, and weather-like models where we can forecast emergent "fronts" based on news, past behaviors, time of year and archived Internet behavioral data.


Via Peter Vander Auwera, ddrrnt, Spaceweaver, David Hodgson, pdjmoo, Sakis Koukouvis, Jason Brunson
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Lorien Pratt's curator insight, January 4, 11:29 PM

A great resource in the Decision Intelligence for Sustainability space.

Monica S Mcfeeters's curator insight, January 18, 8:57 PM

A look at how to go organic with business models in a tech age...

Nevermore Sithole's curator insight, March 14, 9:01 AM

Learning from Nature’s Networks

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Content Strategy + Content Marketing. Start here >>>>>>>>>>>>>>>

Content Strategy + Content Marketing. Start here >>>>>>>>>>>>>>> | Marketing Revolution | Scoop.it

Every day I trawl the web for stories about Content. If they're any good, you'll find them here.


The rules are simple:


1. Original work only. No shameless plagiarising, no old ideas recycled, no keyword-rich SEO crud.

2. No sales pitches. Duh.

3. It's got to be good. I am looking for intelligence. There are maybe a dozen bona fide content thought leaders in the world. We need more.


>>>How To Find A Topic. Use the Filter tab above and enter a keyword.<<<


If you like a story, click the Share button. Rescoop it, tweet it, email your friends. Do something. The content strategy industry is in its infancy. Help it grow.


Thanks. Adrian Kingwell, Mezzo Labs, London

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How Content is Written, Shared, Captured on Video, and Photographed [Infographic +Marty Note]

How Content is Written, Shared, Captured on Video, and Photographed [Infographic +Marty Note] | Marketing Revolution | Scoop.it

Did you know that there are a whopping 7.38 billion pages on the internet? This infographic by CopyPress explores the four content realms.

Marty Note
Actually I did know that since I was doing research on the size of the web the other day. The point is NOISE is deafening now. We are all in the business of cutting through clutter. Video is my favorite way to do that right now because it is less DENSE with quality content.

The other reason I love video is the Visuals crushing the Textuals trend I've discussed on Scoop.it. Visual tools, visual information is a must in a, "Please pre-digest this for me as I am in a HURRY," contemporary society of more and more, faster and faster and better and better (another favorite theme LOL).

This infographic demonstrates the point. I write this same article it gets a quarter of the audience and 10% of the shares this graphic will get. We are heading toward some kind of a mashed up hybrid since video has it limitations too (easy to do BAD, takes a lot of production time and it will get as crowded as text eventually).


Via Jonha Revesencio, Nikola Pohlupkov
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Martin (Marty) Smith's comment, August 17, 2012 2:11 PM
Thanks for picking this cool infographic up and all the other Scoop.it love Torsten. You rock! Have a great weekend. Marty
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$3b And Counting Online Advertising Growing Like Jack's Beanstalk

$3b And Counting Online Advertising Growing Like Jack's Beanstalk | Marketing Revolution | Scoop.it

Online advertising industry breaks through $3b barrier with growth across all ...PRWire12th August 2012: Online advertising has sustained its strong growth and surpassed the $3b expenditure mark for the financial year ending 30th June 2012.

Marty Note
The other side of this announce is the death of print and traditional advertising. Print and traditional can be used to amplify what is or could go viral with a little push, but building a market? Not so much.

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Square's BI Strategy As Money Dies and Too Big To Fail Banks Slumber

Square's BI Strategy As Money Dies and Too Big To Fail Banks Slumber | Marketing Revolution | Scoop.it

Had a fascinating conversation with Therese Torris (http://www.scoop.it/u/therese-torris) on Curation Revolution about the death of money and Square's disruptive POS system. Decided to share the conversation on ScentTrial Marketing to see what thoughts it kicks up over there and moved it here since has worked its way down the Scoop.it funnel.

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David Shing On Telling Better Stories At Marketing’s Branded Content Conference

David Shing On Telling Better Stories At Marketing’s Branded Content Conference | Marketing Revolution | Scoop.it

Every brand on the planet wants to curate content. The trouble is most aren’t very good at it, according to AOL’s digital prophet David Shing, who spoke today at Marketing’s Branded Content conference in Toronto.

 

Shing showed the audience dozens of examples of companies that do curate content well – brands such as Lego, Unilever, Band-Aid, Intel and Toshiba. Throughout the talk Shing, placed a heavy emphasis on the context of branded content and insisted marketers need to tell a variety of stories, each tailored to the time, place and way in which people will consume them.

 

“At the end of the day it’s all about the context of storytelling – making sure you’re telling the right story at the right time to the right person in a combination of web and multi-device,” he said.

 

[A good read on storytelling and curation - JD]


Via Gregg Morris, Jeff Domansky
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How To Create A Social Marketing Audit and Why Important [Infographic]

How To Create A Social Marketing Audit and Why Important [Infographic] | Marketing Revolution | Scoop.it
When thinking about social media strategy creation, where should a marketer start?

 

One important component to be included should be a social media audit, where you survey the social landscape to find your customers, industry thought leaders and competitors on social spaces.

 

Through some analysis, a marketer is able to glean what works and what doesn’t based on the performance of competitor’s pages. By understanding how the audience responds to different types of content and calls-to-action, you can set your own channels up for success at the outsight.

 

Don’t know how to perform an audit? Don’t worry, we have you covered. Check out our How to Perform a Social Audit infographic below.

 

[Good starting point for social marketing - JD]

Marty Note - Agree, good idea and easy to follow instructions.


Via Jeff Domansky
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Meet Five Big Tech Trends Changing Marketing

Meet Five Big Tech Trends Changing Marketing | Marketing Revolution | Scoop.it

meet the five big tech trends changing marketing | digitalnext: a blog on emerging media and technology - advertising age (Meet the Five Big #Tech Trends Changing #Marketing
http://t.co/rNJlDzKa...

Marty Note
If feels like eveyrone attended the same webinar on writng Top 5 content, but this is a sentient write up about a more connected future that is worth the quick read.

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Joulebug Turns Going Green Into A Game

Joulebug Turns Going Green Into A Game | Marketing Revolution | Scoop.it

In this the latest of a series of stories profiling presenting companies at the Council for Entrepreneurial Development's annual Tech Venture conference, Joulebug founder Grant Williard talks about the company's mobile app that aims to build your...

Marty Note
Cool use of Gamiication here by a fun Raleigh, NC startup ( so in my backyard almost).

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Panda Is LAW, Penguin Is Cop: Google’s New SEO

Panda Is LAW, Penguin Is Cop: Google’s New SEO | Marketing Revolution | Scoop.it

If Panda was the new...

Marty Note
One of the best analogies I've read is Panda is the new law and Penguin the new law enforcement of a the New SEO. Sweeping change I've written about extensively in...

The Best SEO Is No SEO 
http://scenttrail.blogspot.com/2012/04/best-seo-is-no-seo.html  

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Customer Loyalty Shakeup Thanks To Technology

Customer Loyalty Shakeup Thanks To Technology | Marketing Revolution | Scoop.it
New research has revealed that the proliferation of smartphones and growth of social media is driving change in customer loyalty.


Photocredit via serve4impact.com

Marty Note
Yeah increase the points of interaction and customers will either become more or less loyal. There is also a sea change where Internet marketers are refocusing efforts on KEEPING the traffic and customers they've already won at least once since margin is much better with people who know you.


Via Fred Zimny
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What Does Google Think Your Web Site Is About? [video]

What Does Google Think Your Web Site Is About? [video] | Marketing Revolution | Scoop.it
Play nice with Google !Find out what the G-Monster THINKS your Web Site is about: http://t.co/0oPCngyC...


Marty Note
Some of the most simple things are the most helpful. Here is a quick video about how to use that website section in Google's keyword tool to find out what google thinks your or your competitors sites are all about.

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Content Curation Strategy for B2B marketers | Ayantek

Content Curation Strategy for B2B marketers | Ayantek | Marketing Revolution | Scoop.it

"Content curation has become, arguably, one of the most popular activities on the social web. Whether you’re sharing your favorite web links, playlists, videos or collections of images, users and tools have conspired to create a human-driven source of collecting and categorizing that is making the web more relevant. How better to find new music than to visit the collection of a friend or “netizen” who has similar tastes?


Via Guillaume Decugis, malek
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Szabolcs Kósa's comment, August 22, 2012 4:26 PM
Absolutely agree. Scoop it is the best content curation tool out there with many yet untapped potentials. I hope the service goes really big!
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10 Essential Social Marketing And Website Design Tools for Social Media Pros

10 Essential Social Marketing And Website Design Tools for Social Media Pros | Marketing Revolution | Scoop.it
We've talked to the experts about what they use for inspiration, collaboration, and getting down to the business of design in a social media world. Here are some of the suggestions they offered up.


Marty Note
Love these 10 new tools (new to me anyway) especially Icon Finder and 960 Grid System. Very cool, time saving and helpful social and web design "ditch digging" apps.



Via Dr. Susan Bainbridge
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Answer 7 Questions To Drive Sales of B2B Services

Answer 7 Questions To Drive Sales of B2B Services | Marketing Revolution | Scoop.it

Selling a service is tough. Achieving sustainable critical mass is tougher.

Marty
Good fast read with solid questions that must be answered or B2B marketing will flounder.

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The Power of a First (Website) Impression In The Blink Of An Eye [INFOGRAPHIC]

The Power of a First (Website) Impression In The Blink Of An Eye [INFOGRAPHIC] | Marketing Revolution | Scoop.it

Have you ever wondered which elements of your website make the biggest impression? The following infographic is based on a recent eye-tracking study conducted by the Missouri University of Science and Technology depicting:

Marty Note
We know, if we didn't already suspect, from Gladwell's Blink we have seconds before entire worlds are built in our visitors' minds. This infographic about first impressions is fascinating and helpful.

Viewing these stats should rebound all the way to how you design a homepage. If you have seconds what can you convey? Less than you are trying to pitch by at least half (lol). Time to get out Occam's Razor and get a good close shave. Remember Google's clean, sparse lines and cut away things no one is gong to "see" anyway.


Via Sherryl Perry, John van den Brink
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