Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • Presumably, all sales departments want lead generation to be a priority. Nevertheless, some sales departments are set up to stifle lead generation rather than promote it. This is not done intentionally, of course, but sometimes a trickling lead pipeline has leaks that are barely visible to the naked eye. Here are a few issues that typically crop up. 1. Talented Reps Spending Too Much Time Prospec...

Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • Niles: Do we really have to use so many musicians? Frasier: For the sound I want, yes. Niles: Whatever happened to the concept of "less is more"? Frasier: Ah, but if less is more, just think of how much more "more" will be. (From “Frasier” — episode: “They’re Playing Our Song”) In the episode quoted above, Frasier goes waaay over the top when asked to compose a jingle for his show, composing a 30...

Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • No two salespeople are exactly alike, but outstanding ones have certain things in common. Having been in sales and sales management for many years, I’ve noticed the best of the bunch invariably have these attributes. 1. Tenacity. Great reps usually need to be told when to stop pursuing a lead. “I give up” is not in their vocabulary if they think the prospect is a good fit. A sales manager knows h...

Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • Marketing agencies lose clients all the time — it’s a fact of life. An important benefit of losing clients is being able to learn from the experience, to prevent mistakes that cause clients to leave — or mistakes that cause you to take on the wrong clients to begin with. Here are a few reflections on losing clients at Straight North that we hope will help you manage your client relationships mor...

Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • Many companies have invested heavily in paid and organic social media marketing. But storm clouds — very large and dark ones — are gathering on the horizon, which threaten to blow away its marketing value. For years, social media has been the online marketing no-brainer, the obvious investment, the sure thing. But there is no such thing as a sure thing — just ask the 1980 Soviet Union Olympic ho...

Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • Much is being written about how voice search and the Internet of Things (IoT) will change SEO. Interesting as these speculations are, as a writer, I’m even more intrigued by how these things will affect language itself. Voice commands are convenient. It’s easier to ask Siri than peck out a text inquiry on a mobile device, and easier to tell your microwave how to cook the chicken than punch butto...

Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • Content marketing is a perfect lead generation medium for many reasons: It lets you diversify your rankings, generate natural backlinks (provided you publish useful content that answers users' questions effectively), build customer loyalty (by growing your email list) and turn your site into an industry resource that re-enforces all the above opportunities and creates so many more (including build...

Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • Twitter is in a fight for survival and is doubling down on content. Two recent moves by Twitter could have quite an impact on not only its platforms, but others as well. The two big changes are: Expanding the character limit on tweets from 140 to 280 Adding a button to facilitate easy publishing of threads (i.e., multiple sequential tweets on a given topic) Twitter, which for years was a quick-h...

Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • Earlier in December, Google acknowledged that it has expanded the number of characters in text snippets it displays on SERPs. While there is no hard and fast number, the number of characters being displayed generally ranges from 230 to 320. Formerly, the meta description character limit was in the 160-180 range. What Does the New Rule Mean for SEO? Google’s goal is to make its organic results ...

Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • Here’s a rundown of several excellent articles with important information for Internet marketing professionals. SEO — Search Engine Optimization Statistics from HubSpot. Any strategy, tactic or op-ed article improves with data. This article provides a slew of statistics, with their sources, across the full range of Internet marketing niches. SEO — From Search Engine Journal, a failure story inst...

Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • Someday in the not-too-distant future, our homes will resemble the Starship Enterprise, with their residents barking out commands to an invisible, omnipresent computer to change the TV channel, turn up the heat and turn off the oven. Smart home technology is developing rapidly, with Apple Siri, Google Home and Amazon Echo pushing aggressively to replace buttons and keyboards with voice commands. ...

Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • Marketing content is littered with buzzwords and catch phrases that sound OK the first 10,000 times you hear them, but begin to wear thin after that. Part of the problem is the pressure to produce content. Ever since content became king, the court has grown ever more crowded with copywriting courtiers. Here are a few of my least favorite, trending banalities. Please add to this list in comments!...

Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • A lot has been written about how to pitch a guest blog post, and rightfully so. Many widely used pitch techniques are awful. Nevertheless, on the publisher’s side of the fence, improvements can be made as well — improvements that would help bloggers get far more relevant and useful guest submissions. I write a lot of guest posts, and have been fortunate to work with terrific publishers such as C...

Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • In sales and marketing, the opposite of love is indifference. If prospects hate you, at least they may be talking to you. If prospects are indifferent, they don’t engage at all. Indifference is a major obstacle for sellers of both commodities and new, innovative products. For commodities, buyers are indifferent because they already have 5, 10 or 100 suppliers lined up. For new products, buyer...

Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • If you’re stuck in a marketing rut, these 10 quotes may pull you out of it! 1. “If it doesn’t sell, it isn’t creative.” — David Ogilvy 2. “We need to stop interrupting what people are interested in and be what people are interested in.” — Craig Davis 3. “If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound m...

Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • I was talking with a business writer friend about what's going on in content marketing. Both of us have seen some of the best and worst in this arena, but I have to say that I see some of the biggest mistakes in marketing with e-books. Our conversation prompted me to do a Google search for "marketing with e-books" and "using e-books for marketing." I noticed that many of the top relevant search r...

Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • Companies invest in SEO to generate sales leads or e-commerce revenue. This is as it should be. There is, however, a big advantage to SEO — a major fringe benefit — companies perhaps overlook. SEO, executed well, creates a valuable corporate asset: high organic search visibility on Google. High organic search visibility on Google is a big competitive advantage. It can take new competitors mo...

Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • Long-form copy — 1,500 or more words — has received a lot of attention recently among content marketers and SEOs. Long-form content, when well executed, certainly goes a long way toward establishing credibility and expertise. And there is no doubt that from an SEO perspective, good long-form content (HTML text) gets favorable treatment from Google’s crawlers. The problem comes with “well exec...

Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • Following up on lukewarm sales leads is one of the most unpleasant tasks in all of sales. Even if the prospect has some interest, there are a lot of things working against the salesperson: The timing may not be right. The prospect may have a strong existing relationship with a competitor. The prospect may simply not like talking to salespeople. Something in the salesperson’s follow-up process is ...

Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • Email campaigns can be highly effective, but like anything else, you really have to know what you’re doing. If you can avoid all of these mistakes, your campaign should be a great success. Making it hard for people to unsubscribe Emailing without permission Buying lists Having no process to build the quality and size of the house list Having no process to maintain the data integrity of the house ...

Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • Trying to get smart? Here is some good reading for Internet marketing professionals. The Guestblogalypse: How to get links without guest blogs. If you’re looking for new link building tactics for your SEO, this article describes several good ones. Guest blogging is still important, but it can’t be a standalone tactic. Neil Patel offers lots and lots and lots of details about a link building tech...

Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • Sometimes the biggest obstacles to online lead generation are the ones companies put in their way. The key to online lead generation — inspiring a phone inquiry or a website form submission — is the easy “yes.” In other words: Making it easy for prospects to say yes to giving you information Making it easy for prospects to say yes to having a sales rep make contact Making it easy for prospect...

Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • Do you still rely on cold calls to generate new leads? If so, you need to reconsider your options. A steady stream of leads is essential to keep your business running, but traditional methods of garnering customer interest, gathering valuable data and encouraging loyalty may not work in the modern digital era. According to the State of Inbound 2017 report by HubSpot, 63 percent of marketers agr...

Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • A great business card won’t close a six-figure sale, but a bad one will take away any chance you have. First impressions matter, and while a business card contains only a handful of words, it nevertheless speaks volumes about your company. Here are tips for designing a lead generation-worthy business card. 1. Flimsy paper suggests cheapness and weakness — two qualities people do not look for in a...

Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • As a companion piece to Mark Hill’s recent contribution to the Lead Generation Insights blog, Using Humor To Generate Leads, this article takes a look at when humor can hurt your lead generation efforts. As Mark showed, humor is a powerful weapon — but as such, it’s quite important to not let it blow up in your face. Poking fun at customers is always a bad approach. Insult comedy may fill a Las V...

Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • Living in Chicago and dealing with Chicago traffic, I’ve had plenty of time to study billboards. Plenty. This is the conclusion I’ve come to: Most billboards stink, even ones created by global companies with the marketing resources to do it right. Billboard design issues that crop up over and over include: Unreadable fonts — Unreadable at a dead stop, let alone flying down the expressway at 7...

Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • Content Marketing Requires Interesting Content Some companies can be so focused on sales that they look at site visitors mainly as a way to create leads. They often forget about providing content that is not only useful but also enjoyable — failing to give their potential customers an experience worth generating a lead. Humor is one of the most enjoyable types of content, and not surprisingl...

Ephricon Web Marketing
Ephricon Web Marketing
Blog Post
  • It may be asking the impossible to expect marketing agency-client relationships to last forever, but every agency would like them to last longer than a month, or a year, or maybe even five years. The question every agency ponders: How can we improve client retention? To find the answer, it helps to break down the relationship into its four key components. If an agency performs well in all four a...

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