It seems like only a short time ago I was sitting at my desk, staring at a fresh new calendar in front of me — an act that spurred feelings of intimidation, daunt and excitement.
But that was 12 whole months ago.
Over the past year, our team of bloggers have written over 100 posts for the MarketingSherpa Blog alone. I’m pulling together the ones that you’ve shared the most over the past year with your friends and colleagues into a single tidy post.
Something that stood out as I sorted the top shares by category (content marketing, email marketing and social media) is that marketers are evolving their mindsets from company-focused messaging to customer-centric messaging.
Content Marketing
Although content marketing may no longer be considered shiny and new, marketers continue to learn how to harness their talents and abilities into this form. No longer are we only marketers, but we are also artists, authors and videographers who strive to reach customers in ways that were not possible only a few years before.
Bolstered by the rest of the categories covered in this post, content is now an essential lighthouse to guide your customer to conversion in a world of saturated and stormy information across the Web.
With B2B Summit 2012 right around the corner in Orlando, let’s take a quick look at your peers’ top takeaways from our last Summit – Optimization Summit 2012. In case you couldn’t be there, listen in to what fellow Web marketing directors and optimization managers learned at the Summit to help guide and prioritize your own A/B testing and landing page optimization efforts.
Here are some of the key takeaways. Feel free to use the links below to jump directly to these parts of the video …
Almost every marketer I talk to wants to know about average conversion rates. And, I presume, they want that info so they can focus on being above average.
While a marketing Lake Wobegon, where all of your conversion rates are above average, sounds tempting on the face of it, let me make a, perhaps, counterintuitive argument …
Very high conversion rates are usually not good for your ultimate KPI — profit
And this is one reason why an obsession with average conversion rates can be harmful to your marketing health.
There are two possible downsides to very high conversion rates:
You are focusing too much of your marketing efforts on an audience that would buy from you anyway, and not enough on finding new customers
Infographic: How to Create a Model of Your Customer’s Mind
You need a repeatable methodology focused on building your organization’s customer wisdom throughout your campaigns and websites. This infographic can get you started.