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Author Archives: Karen J. Marchetti, Response Coach
Buying Stages Drive Content-to-Sales Marketing
Have you mapped out the specific stages your prospects go through to become a customer? An understanding of your “Buying Stages” can help create a more strategic Content Strategy and Editorial Calendar, and a stronger plan … Continue reading
What’s the role of your website: Are you smarter than an Internet Marketing student?
On our Facebook page for Response FX, you’ll find our entertaining series: “Are you smarter than an Internet Marketing student?” (Submit your answer to see the current “votes” for each answer.)
Posted in Website Design
Tagged role of website, Website Design, website marketing, website role
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Content Marketing has Finally Killed the Old Advertising Model
The Old “AIDA” Advertising Model is dead. It occurred to me as I mapped out a Content Strategy today. I was planning messaging for the next 4 months by Buyer Persona by stage in the Sales Process. And as … Continue reading
Posted in Content Marketing
Tagged Advertising Model, AIDA, Content Marketing, Direct Marketing
12 Comments
Beyond the Customer Profile: Crafting Buyer Personas in 2012
Have you built your “Buyer Personas”? They’re invaluable for creating more effective websites — and crafting your overall Content Strategy. If you’re looking for better marketing results in 2012 (and if Content Marketing might be involved), you need to … Continue reading
Posted in Content Marketing, Website Design
Tagged Buyer Personas, Content Marketing, Personas, Website Design, Website Personas
1 Comment
12 Marketing Analytics to Track for 2012
”On the TWELFTH Day of Planning, your boss will ask of you: 12 Analytics to Track . . .” We want conversions, positive growth, AND engagement. Here are the top track-able marketing analytics we’re paying attention to now . … Continue reading
11 Copywriting Tips for Stronger Response
Not sure how to evaluate copy on your website or in your email messages or direct mail packages? Whether you’re a copywriter yourself or someone who hires copywriters, you should know how to recognize good copy (as well as … Continue reading
Posted in Copywriting, Web Copywriting
Tagged copywriting tips, web copywriting tips, writing web copy
2 Comments
10 Content Marketing Strategies for 2012
Do you have a plan for more effectively using Content on your website, blog, and social media pages in 2012? Consider these 10 Content Marketing Strategies to guide your 2012 planning:
9 Social Media Marketing Keys for 2012 Success
“On the NINTH Day of Planning, your boss will ask of you: NINE Social Media Keys . . .”
8 Adwords Pay Per Click Secrets: 12 Days of 2012 Planning
“On the EIGHTH Day of Planning, your boss will ask of you: EIGHT Adwords PPC Secrets . . .”
Posted in pay per click
Tagged Adwords PPC tips, Adwords tips, pay per click tips, PPC tips
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7 Email Guidelines for 2012 Response Marketing Planning
“On the SEVENTH Day of Planning, your boss will ask of you: SEVEN Email Guidelines . .“
6 Steps to Add Mobile to Your 2012 Marketing Plan
“On the SIXTH Day of Planning, your boss will ask of you: SIX Mobile Ideas”
5 Lead Capture Strategies: The 12 Days of Response
“On the FIFTH Day of Planning, your boss will ask of you: FIVE Lead Capture Strategies . . . FOUR SEO Factors . . . THREE Design Directives, TWO Website Questions, and One Measurable Marketing Plan . . .” … Continue reading
4 Key SEO Factors: The 12 Days of 2012 Response Marketing Planning
“On the FOURTH Day of Planning, your boss will ask of you: FOUR SEO Factors . . . THREE Design Directives, TWO Website Questions, and a Measurable Marketing Plan . . .” … Continue reading
3 Design Directives for your 2012 Marketing Plan: The 12 Days of Response
DAY THREE: The 12 Days of Response . . . for your 2012 Measurable Marketing Plan. “On the Third Day of Planning, your boss will ask of you: THREE Design Directives . . . (Two Website … Continue reading
Posted in Uncategorized, Website Design
Tagged above the fold, scannable website, Website Design, website layout
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2 Website Questions for your 2012 Marketing Plan: The 12 Days of Response
DAY TWO: The 12 Days of Response . . . for your 2012 Marketing Plan “On the Second Day of Planning, your boss will ask of you: 2 Website Questions . . . (and 1 Measurable Marketing Plan) . … Continue reading
The 12 Days of Response . . . for your 2012 Marketing Plan
“On the First Day of Planning, my boss suggested to me: One Measurable Plan!” What’s a Measurable Plan? One with specific, quantifiable objectives, based on past knowledge of your company’s marketing and sales results and effectiveness. When management delivers their … Continue reading
How to SEO Your Website in 5 Easy Steps
Are you still delaying that Search Engine Optimization (SEO) project on your website for some reason? The majority of most websites’ traffic comes from search engines. Can you really afford NOT to optimize your website to attract more search traffic? … Continue reading
Social Media Marketing Success in 4 Easy Steps
Still trying to figure out how you should be spending your social media marketing time? To be more effective, you need a social media marketing success plan with 4 basic components: 1. ”Content Hubs” Select appropriate “content hubs” — those … Continue reading
Quiz: How Integrated are Your Marketing Activities?
Do you really tie all of your marketing activities together as much as you could? Cuisinart ran print ads targeting 20-somethings, featuring good-looking guys and babes having a party. The headline was “When the burgers and ‘ritas are as good … Continue reading
Website Makeover Incorporates SEO and Social Media
Before this “Website Rehab” Re-Design. . . This website had a confusing and extensive left-column menu that didn’t focus on the company’s key services. The home page had the main headline of “Contact Us,” giving the appearance of a very … Continue reading
Posted in Website Design, Website Navigation & Usability
Tagged Website Design, Website Redesign, Website Rehab
3 Comments
Why Should I Buy From You (and Why Can’t I Tell From Your Website)?
Why do we have so much trouble articulating in copy – especially website copy – why our company is different?
Posted in Copywriting, Web Copywriting
Tagged web copy, web copywriting, website copy, website copywriting
2 Comments
B2B Direct Mail: Look for Response Mailing Lists for Better Response
DM News recently reported that about 70% of all business-to-business data (individual names) is useless within a year. What does that mean for your B2B direct mail effort? If you’re using compiled B2B mailing lists (compiled from public records, directories, … Continue reading
Should you write differently for geeks and other B2B audiences?
“My audience is highly technical, and they expect highly technical information.” Should your sales copy be different for a technical or B2B audience? There is a huge difference between delivering highly technical information — and delivering it in an easy-to-read … Continue reading
When to Bend the Rules of Grammar in Sales Copy
“Gee, that sales copy isn’t even grammatically correct . . .” Good copy is written the way people speak. Most of us usually speak in simple language. And usually in relatively short sentences. That type of copywriting is very easy … Continue reading
Posted in Copywriting, Web Copywriting
Tagged copywriting, effective copy, grammar and copywriting, sales copy
1 Comment
Are you strategically planning your website page layout?
Are you planning to design a new website or thinking about a “website rehab” on an existing website? Over the lifetime of your current website, it’s likely that elements have been added to your existing web pages without much thought. … Continue reading
Websites Gone Wrong: When Copying a “Showroom” Design Doesn’t Make Sense
“When we started the project, we told the web designers we wanted a website design similar to the Prada site.” And so, the “showroom website” project began, seemingly without thinking about whether the overall “showroom” approach of the Prada … Continue reading
Posted in Website Design
Tagged e-commerce website design, planning a website, Website Design, website plan
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What to Include in Every Page of Your Website Copy
When you create your website copy, the reviewers of that copy will almost always read line-by-line, word-for-word, from page 1 of the copy through to the end (like they’re reading a book). But website visitors rarely (read: almost never) do … Continue reading
Product Sorting Options Improve E-commerce Usability
If you’re looking for some great product sorting options to add to your e-commerce site functionality, check out Shop.CCS.com. The visitor can “sort by” and “filter by” a number of very useful options, including best seller, what’s new, alphabetical, low … Continue reading
4 Keys to Improve Your Email Marketing
What are the current keys to email marketing success? They include: gathering prospect addresses across all of your social media outlets, building into your email marketing database a few pieces of information to allow for some great segmentation opportunities — … Continue reading
7 Steps to Creating Scan-able Copy that Looks Easy to Read
When visitors arrive on a page on your website, you want them to instantly find a reason to stick around. You want to engage them. You want to draw them into your copy. When a visitor is hit with big … Continue reading
Posted in Copywriting
Tagged improve web copy, scan-able copy, scanable copy, web copy, website copywriting
2 Comments
Is it good website usability if I have to LEARN how to use your site?
What are some telltale signs of poor website usability? You notice an interesting website feature — and then you try to find it again. And you find yourself mumbling, “Now where was that section I liked . . .”? How about … Continue reading
Call to Action Words that Work
Where could copy testing on your web site really pay off? Try your call-to-action buttons. Some fairly recent test results have found the following: “Buy online and get . . .” depresses response over “Start shopping now.” And it doesn’t … Continue reading
4 Tests of Copywriting that Sells
How can you evaluate your copywriting? Use our 4-Point Test (part 3 of 3) You’ve drafted your website, email, print ad, or direct mail copy using the Six Steps in the Sales Process for Effective Copywriting. And you’ve crafted an effective … Continue reading
6 Tests of Effective Headlines
(Part 2 of 3: Copywriting that Sells! How to Recognize it, Write it, Test it) Headlines usually determine whether your web page, direct mail, print ad or email message will be a success or not. It’s the headline that either … Continue reading
Copywriting that SELLS!
How to recognize it, how to write it, how to test it (part 1 of 3) Whether you write copy yourself, have copywriting talent in-house, or use outside copywriting resources, you should know how to recognize copy that really SELLS. … Continue reading
Does your Social Media Marketing have a plan?
Lately, a number of marketers with “Social Media” in their title have posed questions on LinkedIn about having a plan for their social media marketing efforts. One marketer asked if a social media plan should look like a marketing plan … Continue reading
The Secret to Getting Your Email Marketing Messages Read
If you’re relying on an e-newsletter or other promotional emails to nurture your prospects and retain your customers, do you know if those emails are being read? Interest in most e-newsletters declines fairly quickly. It’s likely that few of … Continue reading
Posted in Email Marketing
Tagged effective email copy, Email Conversion Series, email copy, Email Marketing
2 Comments
Email Marketing Quiz: It’s for Conversion, isn’t it?
In the undergraduate Internet Marketing class that I’m teaching, we’re using a curious new book this semester. The book does a great job of covering topics like SEO, Pay-Per-Click, blogs, social media marketing, mobile marketing, and more. But I … Continue reading
Website Offers don’t engage 98% of prospects
Which is the largest group of visitors to your website? It’s likely to be prospects — especially prospects who visit only once. Studies continue to find that over 98% of prospects to a website never leave a trace — no … Continue reading
Engage Prospects with Your “Thank You” Email
Have you reviewed your “thank you” email messages lately? You could be missing major opportunities to engage your prospects and customers. If I sign up for your e-newsletter or white paper, or register to use some feature on your website, will I … Continue reading
Posted in Email Marketing
Tagged Email Conversion Series, Email Marketing, Engage Prospects, Lead Conversion
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