On the average, a website with the word “free” on it, whether a free one month trial, free downloads, free access to applications or whatever freebies you can think of, will definitely get a big share of viewing time than any regular sites. The word “free” seems to have a hypnotic effect on customers. This is one marketing tool that companies have placed a value on. Why do companies invest on trial offers? Do these free trials really translate into business or generate new clients? Is “free trial” a lead generation tool that is a right fit for your business?
As an avid guitar player, my relationship with Guitar Center, the giant musical instrument and equipment chain, is partially love, but at times it can be mostly hate. I love that I can try anything out , but I hate how much pressure I have to endure in their mindless attempts to upsell me.
You often hear that inbound marketing is superior to outbound marketing. As an inbound marketer, I couldn’t disagree more. Outbound tactics have an important role to play in an inbound marketing campaign for reaching out to leads. Rather than isolate the two strategies, I like to view them as a collaborative whole, each representing a different, yet symbiotic function.
When I was a student at Saint Mary’s University in Halifax, Nova Scotia, I had the honor to work with the World University Service of Canada during its 2010 Shine a Light Campaign, which entailed raising money to provide girls in Kenya after-school programs and scholarships. We raised around $5,000 for this program in a matter of two months using a number of different strategies, from setting up awareness donation tables to street canvassing and playing live music in bars.
"You underestimate the power of my black hat"
When high-quality, relevant, popular websites link to your website, it can do wonders for your search engine ranking. We don’t know everything that goes into Google’s arcane algorithm, but we do know that backlinks (SEO-speak for links from other websites that link back to your website) play a huge role in it.
Salespeople like to close deals. Marketers go crazy for fresh new leads. What gets content editors excited? That’s an easy one; content editors like creating, and helping to create, great content. For us, this is fun.
The opposite—for me, anyway—is sheer drudgery. Picking my way through a poorly conceived, sloppily written, rambling, aimless piece of content-for-content’s sake is not my idea of a good time. Nor do I think it’s a particularly valuable use of any content editor’s time.
We can’t really say for sure whether the chicken or the egg came first, but in the question of buyer personas and content, we can be a little bit more confident about which one should precede the other. Without a buyer persona off of which to build it, your content will be much less effective.
What’s the difference between a business and a company? Does it matter?
I was editing a piece of content today aimed at small business owners—retailers, restaurant owners, people like that—and the writer made a reference to “your company.” This particular writer creates content for a number of different clients, many of which are in very corporate fields, so most likely the word “company” slipped in there out of habit. I changed it to "business."
In content—and communications in general—the words we choose make a difference.
I’m not easily suckered into clickbait. A couple days ago, however, a friend on Facebook shared an infographic called “Surprising Book Facts.” This caught my attention.
Among the Surprising Book Facts included in this infographic was that “42% of college grads never read another book after college,” and “33% of High School Graduates [capitalized for some reason] never read another book the rest of their lives.”