Are We Ready for Persona Based Pricing?

I have a good friend who has had a long career as a sales executive in B2B technology companies.  His pricing philosophy can be illustrated with this short dialog: Customer, “How much is it?” Jim, “How much have you got?” It wasn’t exactly that simple, but Jim did a careful dance around pricing in order to make sure he didn’t lose a deal over price and never left a dollar on the table.  It worked great for Jim with his one-on-one selling model, but modern selling has become a lot more digital and many pricing queries happen online.  Some marketersContinue Reading »

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Gilligan’s Island Beautifully Illustrates Persona Based Content

There was some really great TV in the 1960’s.  While I didn’t get to see them in all their glory firsthand, I’ve certainly seen my share of The Andy Griffith Show, Gidget, The Adams Family and, of course, Gilligan’s Island episodes.  The story of Gilligan and friends’ futile attempts to be rescued after being marooned on a desert island was a favorite of a generation.  It’s also a perfect way to explain the meaning of persona based content. Seven Stranded Castaways A literature critic would probably tell you that the character development on Gilligan’s Island is terrible.  The characters are more caricatures thanContinue Reading »

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How to Optimize Web Content for Conversion

How to Optimize Web Content for Conversion

In essence, digital marketing boils down to two goals.  Get people to visit your website and get them to convert.  All of your SEO, content marketing, paid advertising, link building and social media efforts are geared around improving your visit and conversion metrics.  So it makes sense to look for ways to optimize web content for conversion. Whether a conversion for your business means a lead form fill or a sale, conversion success depends on matching the messages and content you deliver to the needs and interests of your visitors. Consider Search Terms The good news is, your website visitorsContinue Reading »

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3 Features to Look for in a Dynamic Content Solution

3 Features to Look for in a Dynamic Content Solution

Implementing a dynamic content solution for your website is an excellent way to reduce your bounce rate, increase time on site, get more repeat visitors and secure more conversions. Because dynamic content is aligned with your visitor’s interests, responsibilities and past behavior it quickly engages them and helps them get straight to the relevant information they need to advance the buying cycle.  As you evaluate dynamic content solutions you will find that they are not all alike.  Here are a few key considerations to help guide your search. Dynamic Content for Anonymous Visitors Look for a dynamic content solution thatContinue Reading »

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Spoiler Alert! The Secret of Successful Websites is Content Relevance

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A lot of elements to into the creation of a successful website.  The design, navigation, functionality, tone of voice, and messaging all are carefully crafted to create a user experience that leads visitors to take action by filling out a form, placing a call or completing a transaction.  Despite all the potential for variation in visual appeal and content quality, there’s one thing that successful websites do to generate 42% more conversions than their peers and that’s ensuring content relevance. Why Content Relevance Matters so Much As you probably know, it’s a wide, wide web and the amount of informationContinue Reading »

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