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Create Sales-Ready Buyers with Marketing Interactions

Ardath Albee

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Top Stories by Ardath Albee

Many of the buyers who visit your company’s website probably originate from a click generated by a search result. Most marketers have done a great job managing from the home page inward. But, how many marketers spend time optimizing from the back of a website to the front? Consider that an interior page can often be the first introduction many of your buyers have to your company. Are you certain of the impression you’re making? Could it be stronger? Stop now and go to a search engine and type in your company name, product, or a keyword and take a look at the search results. Notice anything? Most likely, only one of the links takes people to the home page of your website. All the other results invite buyers and visitors to enter your world through a back door. Click on some of the search results links, wipe your mind blank [I know, it's a challenge], and ask yourself, “... (more)

What the Stimulus Plan Means for Your Business

The mantra heard most often in business these days is "Do More With Less." For many businesses, cutting costs while trying to grow—or even sustain their place in the market—is easier said than done. What could help many businesses is gaining access to some of that $787 Billion in Federal Stimulus Package monies. Not surprisingly, many small companies [94% of them according to a recent Intuit survey] said that, "success depends more on what they do for themselves than the government." Steve King from Emergent Research—when interviewed by Entrepreneur about the survey—said he's not... (more)

Content without a Goal is Unemployed

Is your marketing content unemployed? What I mean by this is that content, to be of value to anyone, must do something. If your content is not written with the express intention of helping your audience learn, understand or take action about something (or all three), it's just sitting there on your web page, taking up space. And, quite possibly, driving people away from your website. A lot of content I come across doesn't live up to its billing. How many times have you read a headline and thought, "yes, just what I'm looking for," only to click through and be disappointed to lear... (more)

Screaming Louder Won't Help

When the economy trends down, it’s challenging enough to address people’s uncertainty and concerns. Buyers tend to hunker down and avoid anything that isn’t already a project in progress, sometimes even standing by while those projects shut down in mid-stage. You may start to notice a drop off in responses to your email campaigns. This can lead to a bit of uncertainty of your own in regards to your ability to maintain marketing effectiveness during the economic downturn. Often, in our tendency to respond to this perceived dip in prospect interest, we up our instances of email co... (more)

Marketing Content Should Educate Both of You

Content Marketing Journal There's a lot of talk about how we need to focus on our buyers' issues and provide them educational insights to help them learn what they need to know to make buying decisions. Heck, I say it in my book...in several places, I think. I've said it on this blog, and I'll continue to say it. But perhaps, what I haven't said here is that marketing content should also educate marketers. Yep, you heard me. That's one of the key payoffs you can get with a content strategy. This is why I advocate for using articles for content marketing in many cases. But I dig... (more)