Testing: The Secret to Increase Your Direct Sales
Last week we met with a small retail business whose direct sales dollars depends heavily on direct marketing efforts. We were on the topic of email marketing and I learned that they had never done any testing. I described the concept of A/B testing, and while they understood the potential value, they perceived it as “too complicated”. Trust me on this one. Over the course of a 20+ year career, I’ve tested pricing, lists,...
Read More1 Simple Ingredient for All Your ROI Needs
Having grown up in the subscription and later the catalog marketing worlds, one basic concept permeated everything we did. Every effort, every offer, every list and every test is assigned a key code, an alpha-numeric code that enable results to be tracked, measured, and attributed to the source from which the customer acquisition or sale came. This practice of using key codes can and should be used to measure social media marketing...
Read MoreHow to Measure Your Facebook Marketing Efforts
One thing I have learned in managing Facebook business pages is that you can’t judge what’s really going on from the surface. The real story lies within your Insights. If you are not using these Facebook metrics, you are not taking your marketing efforts seriously. Unfortunately, getting a clear understanding of what efforts are producing what results is not something you can do in a snap. It takes time to put all the pieces...
Read MoreWhat Marketers Need to Know About the Facebook News Feed
Over the past few days, Facebook has unleashed an overhaul of their news feed that I believe has implications for marketers that go deeper than the surface. With hundreds of thousands of Facebook users revolting, only time will tell how long this particular feature will remain in its current design. In any event, one trend does seem clear. Like the sidebar Highlights that proceeded this particular redesign, Facebook seems to be in favor of...
Read More3 Basic Keys to Direct Marketing on Facebook
Those of us who have been marketing directly to consumers since the 1980′s or before have experienced the evolution of channels from mailbox to internet and email. My work now involves encouraging clients to begin to look at Facebook as another prime environment for managing communications with customers and prospects. While thousands of companies have hopped on board Facebook from pure instinct that they need to be there, few...
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