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How web development and UX can improve ROI
Indiana Lee MarketingUser experience (UX) is all the rage these days — and with good reason. The $3.5 trillion e-commerce world is booming, and businesses small and large want to get in on the action. However, running an e-commerce storefront is a completely different animal from a brick-and-mortar operation, and the struggle to provide a good experience for your online customers can be profound. Before you lift a finger to improve your site’s user experience (UX), it’s important to sit down, weigh your options, and do the math. Only once all of this has been taken into account can you properly execute a UX strategy that addresses your users’ experience and your bottom line at the same time.
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The most powerful weapon in all of selling
Hank Boyer Business Management, Services & Risk ManagementIt is the most powerful weapon of all and appropriate for any sales situation, any product or service, and any type of customer or prospect. And yet most sales professionals don’t use it enough. It works whether you are selling shoes or real estate, advertising or jet aircraft. It works whether you are selling retail, B2B, B2C, face-to-face, via virtual meeting, or over the phone. It doesn’t matter whether your products or services are priced at a few dollars or a few million dollars. The most powerful weapon in all of selling is this: asking effective questions whenever you speak with a prospect or customer.
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Putting on the best virtual conference — Part 1: A successful pandemic…
Linda Popky Travel, Hospitality & Event ManagementApril seems like about a thousand years ago, but even back then, we realized the chances were slim to none that we’d be able to hold the 17th annual meeting of our association, the Society for the Advancement of Consulting, in New York City this fall as planned. We correctly surmised that there would be insurmountable issues, so we pivoted to producing an online meeting instead. We knew we’d miss the engagement and camaraderie of an in-person event, but we also realized we had new opportunities. How do you plan and pull off an outstanding online event? Here’s where to start.
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Marketing ecosystems are new ways to connect now and after COVID-19
Lisa Mulcahy MarketingAs a marketer, you're no doubt familiar with the concept of "tribe" marketing — the practice of identifying consumer groups in certain interest bubbles that you can spread word of your products and services to. As the COVID-19 pandemic continues, a fresh, excellent way to expand your business now and for the future is to take the "tribe" concept a step further. Think of your customer base as a series of "ecosystems" — self-contained groups that thrive and respond best within a certain communication climate.
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Avoiding customer churn: How to secure repeat business for your brand as…
Lisa Mulcahy MarketingCustomer churn is rampant throughout today's marketing landscape. Data from Search Engine Watch found that, since the pandemic began, 46% of surveyed marketers report they have lost customers, and just 12% of those surveyed report they were able to gain new customers during the quarantine. How does a brand start to combat customer churn? Here are five key steps marketers should take to keep buyers interested, satisfied and secure during the pandemic — and preserve their loyalty after COVID-19.
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The beginner’s guide to church SEO
Mark MacDonaldEveryone can benefit from a third-party endorsement where someone recommends what you’re offering. Wouldn’t it be great for a trusted friend to recommend your church? The next best solution is when Google (or another search engine) gives results that recommend you! Winner! We tend to trust one of their first results like we heard it from a trusted friend. The ability to be found on that first page requires a lot of work, though. Here’s how you can ensure your church is the "best" Google solution.
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Podcast: A marketing magician’s tricks to turn prospects into patients
Jarod Carter MarketingSince he was a child, Dave Dee wanted to be a magician. But he grew up and settled for work in "practical" jobs, adding in magic shows when he could. Like most of us, he believed if he got really good at his craft, success would follow. But instead, he just fell further into debt. In an effort to find answers, he studied marketing, and that sparked a huge mindset shift. Every private practice must do the same things to succeed: generate leads and close them, perform the service and get paid, and generate repeat business and referrals. That's why many of the same marketing principles that work for a magician will work for essentially any private practice.
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How to use visual storytelling to grow your business
John Allen Business Management, Services & Risk ManagementMany of you will have heard the saying, "Content is king!" And while content is still extremely important, what is really "king" is the ability to grab your audience’s attention, keep it, and engage them with your brand. Marketing is usually the first touchpoint for customer experience, and first impressions are extremely difficult to change. It’s vital that you get this right. Easier said than done, right? Wrong. What you really need to know about is visual storytelling. Studies have shown that blog posts with visuals drive up to 180% more engagement than those without.
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4 COVID-19-related changes that could outlast the pandemic
Amanda Ghosh Business Management, Services & Risk ManagementCOVID-19 is changing the landscape of daily life. While some changes are minor and easy to adopt, changes like working from home create significant shifts in our social lives. Masks, virtual learning, ghost restaurants, and increased use of hand sanitizer are just a few of the pandemic-related changes that could stick around after the health crisis ends.
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How hard do you make your customers work to buy something from you?
Anne Rose Business Management, Services & Risk ManagementYou’ve invested time, energy, and significant money to establish your business and promote it to the public in an effort to sell your goods and services. All you need now are customers. But at this point, how hard do you make these potential customers work to buy your products and services? By your actions and oversights, are you effectively telling your prospective customers that you don’t really want their business? I've encountered business owners who virtually tell customers to "go away; I don’t want your business," and then are surprised when customers do exactly that.
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