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Marketing Tips In Exactly Three Words (MktgTriplets)



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For some reason, I’ve been obsessed with trying to condense ideas into as few words as possible.  I find the wordsmithing oddly enjoyable.  But, it seems I’m not alone.  Recently, I posted an article with startup advice in exactly three words.  The article was retweeted over 1,200 times and got over 500 contributions from people that are clearly much better at this sort of thing — and perhaps, equally disturbed.kitten triplets

So, I thought I’d take a stab at distilling down some advice into “marketing triplets” (marketing advice in exactly three words). To help get you inspired, I included a photo of three kittens looking moderately cute — which satisfies several of the items below, not just #11.

So, scan through and make up your own.  I promise, it’ll be fun!

Marketing Triplets:  Advice In Exactly Three Words

1) Spark a conversation. [tweet]

2) Dissect your data. [tweet]

3) Hire a writer. [tweet]

4) Don’t spam people. [tweet]

5) Say something useful. [tweet]

6) Try something new. [tweet]

7) Always be human. [tweet]

8) Don’t kill trees. [tweet]

9) Invest in relationships. [tweet]

10) Measure what matters. [tweet]

11) Use kittens judiciously. [tweet]

12) Create a community. [tweet]

13) Fail more frequently. [tweet]

14) Attempt awesome feats. [tweet]

15) Help promote others. [tweet]

16) Encourage everyone’s participation. [tweet]

17) Design for results. [tweet]

18) Give up control. [tweet]

19) Be more empathetic. [tweet]

20) Use fewer words. [tweet]

21) Make subscribing easy. [tweet]

22) Uncurb your enthusiasm. [tweet]

23) Reduce cold calling. [tweet]

24) Train internal talent. [tweet]

25) Resist trying trickery. [tweet]

26) Eschew feeling entitled. [tweet]

27) Run a survey. [tweet]

28) Bet on believers. [tweet]

29) Solve for users. [tweet]

30) Craft clever copy. [tweet]

31) Occasionally wear underwear. [tweet]

32) Make searchers happy. [tweet]

33) Share your wisdom. [tweet]

34) Make people smile. [tweet]

35) Learn to love. [tweet]

36) Guess, then test. [tweet]

37) Avoid unfunny people. [tweet]

38) Read other blogs. [tweet]

39) Ask interesting questions. [tweet]

40) Write guest posts. [tweet]

41) Twitter isn’t everything. ~Rand Fishkin [tweet]

42) Build natural links. ~Neil Patel [tweet]

43) Respect customer power. ~Anita Campbell [tweet]

44) Make customers heroes. ~Chris Brogan [tweet]

45) Why before what. ~Avinash Kaushik [tweet] 

46) Unique and valuable. ~Guy Kawasaki [tweet] 

47) Always have fun. [tweet]

What I’d like from you:  Your very own triplets!  Try saying something that captures a piece of marketing advice or insight into
exactly three words.  You can post your triplet suggestion as a comment here, or to get even more fame and glory, post it as a tweet and use the hashtag #MktgTriplet.  We’ll pick out our favorite triplets and include them in a future blog post, a future book or simply retweet you from our uber-powerful twitter accounts.  But forget the fame and fortune, if I know you, you’ll do it just for the fun.

We’ll plan to take the best submissions and incorporate them into a book, music video or interpretive ice sculpture.  

Or, to reduce the guilt you’ll feel for not contributing one of your own, you can simply pick your favorite from the list above and tweet it (we even made it easy for you).

I’m hoping marketing people are going to be exceptional at generating these marketing triplets than startup people. So, lets say .  The goal is to get over 1,300 retweets and 600 contributions.

Ready?  Go!  Lets see what you can do.






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Traditional Media Still Trumps Blogosphere in Reporting New Information


There is something of a struggle going on between the blogosphere and traditional news these days. As more and more traditional media outlets begin to close shop or at the very least, close their doors to only those who are willing to pay, many people are questioning if the blogosphere will take over as the leader in news creation.  

A recent study titled “How News Happens” by the Pew Research Center Project for Excellence in Journalism examined which sources shared the most “new” information within a week.  The study discovered that most of the news people consumed by the city of Baltimore contained no original reporting. The study also found that 95% of previously unreported stories came from traditional news sources, specifically print and television media, rather than blogs, Twitter, or local websites.

Not surprisingly, the study also discovered that the Web was always first to publish any breaking news story, while the blogosphere, Twitter, and local websites also played a major role in spreading new content more quickly.

How to Use Your Business Blog to Break More News

Why are blogs not breaking as many “news” stories as traditional media? Well, for one, anyone can start a blog - whether they’re a journalist or not. Secondly, many blogs are 1 or 2 man operations that have limited time and resources, making it difficult to flush out news stories that require a lot of outside coordination.

As for the claims that many blogs merely “recycle” news content, I can tell you from experience that news-driven posts are easier to craft because responding to something complete like a published news story is easier than building an entire story from scratch.  While these posts may not require any additional reporting, they also can be very successful and insightful, especially when coupled with an original take away for your prospect. 

However, the most successful blog posts on the HubSpot blog are the ones that provide some kind of hard-to-find data or breaking news. These posts are extremely valuable, but admittedly take time and resources that aren’t available to many who blog.

This study got me thinking about the role that a business blog can play in producing more original news content. Often times, businesses have more resources and access to tools than the average blogger. These are advantages that can be very helpful in reporting new content. If you’re wondering how your business blog can be a better originator of news content, here are a few tips:

Blog About Company Data and News More Regularly.

If you’re spending a lot money and time crafting press releases to send out on the wire with little result, consider putting that time and energy into creating another version of your press release on your blog, too. When you integrating your blogging strategy in with your press release strategy you not only benefit from extra love from search engines, but it also may inspire people to link to your site pages instead of the press release online.

Use Social Media to Spread Your News More Quickly

Social media has the ability to spread news more quickly to influential bloggers and reporters than a PR wire. Work on building out your social media presence on Twitter and Facebook. A recent HubSpot study found that businesses that blog have 102% more Twitter followers, so there is clearly a relationship between creating original content and the likelihood that people will want to follow you and share your posts on Twitter.

Invite People in Your Industry to Send You News

Your company is in a better position than anyone else to unearth breaking news stories about your industry. What may not seem like news to you, may be news to your prospective customer. Turn to people in your industry and company and ask them to send you potential news tidbits for your blog. That’s how we found out about the Fortune 500 CEO who found Outbound Marketing tactics to be “annoying.”

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Blogging is an extremely powerful way to share news and information about your company as well as promote thought leadership and connect with other thought leaders.  News content is only one type of content that a business blog can share, but if I’m reading the research correctly, there is a huge opportunity for business blogs to step up and not just comment on the news, but be the source of news too.

photo by the Pew Research Center Project for Excellence in Journalism

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Google Allows Business Owners to Post Real-Time Updates on Local Place Pages


While it is valuable for an SMB to have a solid website filled with great content, strong calls to action, a thriving blog
and a method to attract the right kind of visitor, it’s also important to build your presense in other channels, too.  In the ever changing world of Google and local search, one of the most important things for any SMB to do is create and maintain a Google Business Center listing.

Yesterday Google announced two new improvements to their Local Business Center offering which allows you to create real-time offers and business updates on the fly that will then post to your Places Page thus making that listing a living, breathing entity. 

That means that if you have a special deal or offer for your buisness, you can post it or change it instantly. One feature that is surprsingly absent, however, is the ability to sync up your status with Twitter or Linked In. Currently, businesses can only update their listing through the Local Business Center dashboard.

Also, you can now get a badge on your place page that lets your prospects know when your business has verified your listing. This feature is a welcome move from Google, who is obviously trying to improve the quality of their listings. Previously, it was difficult for a business owner to update even basic information about the business themselves (phone number, hours, etc) - now business owners can claim their listing and build a trust-worthy presense more easily, increasing likelyhood of conversion.

Why Optimizing Your Google Local Page is Still Important

After working your fingers to the bone redesigning your business website and turning it into a incredible magnet for your prospects, you may be wondering why a local Google presense is still important. Well, no matter how well you optimize your site, your local listing in Google Maps may be the first place where a visitor is exposed to your company.

To demonstrate the power local listings on Google, I encourage you to perform a search for “Boston accountant”. What do you see at the top of the Google search result page? The Google Maps result with up to 10 local businesses that are keyword specific. You can reviews of these businesses and see if they are close to you. Oh, and all of this happens above the fold. You have to scroll down to see if there are any actual individual websites listed between the superpages.com and other basic directories.

Based on this what might have more power? A fully optimized local listing that sits at the top of the page and dominates the SERP real estate or a regular organic search result mixed in with other SERP junk? I think that’s an easy call.

If you’ve yet to build and verify your business listing, here’s a great first step for you to take. Find out if you are even on the map by going to www.getlisted.org and check out your local listing across the major engines. It may take work to build your listing, but that time spent could turn into what you are looking for: business.

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Top 5 Inbound Marketing Stories of the Week: Social Media Zen


ZenEver think about the possibility that Zen teachings could be applied to social media engagement?  Hey, as they say, don’t knock it ’til you try it!

One of this week’s top inbound marketing articles explains how you can use lessons from Zen to make the time you spend on social media more rewarding and productive.

1. Zen and the Art of Twitter: 4 Tips for Productive Tweeting

Author: Soren Gordhamer of Mashable

As Soren points out in his article, it’s easy to get caught up in the “social” of social media.  Therefore, in order to avoid wasting time, he offers 4 valuable Zen lessons to help you get the most positivity and productivity out of your social media experience.

While there are many out there who are self-proclaimed social media experts, Soren urges us all to approach social media with a beginner’s mind, as the person who “knows” is often less open to new learning.  Other bits of Zen advice include giving what you want to receive, adding only useful content and maintaining a positive state of mind.

Lesson: The key to successful social media engagement is focus. 

2. 7 Steps to Building A B2B Social Media Lead Generation Pipeline

Author: Kipp Bodnar of Social Media B2B

As a B2B marketer, one of your main goals for social media engagement should be to generate leads.  Although its understandable that every industry/business should have a different social media lead generation strategy, Kipp argues that there are 7 steps every B2B company can share:

  1. Understand Online Analytics
  2. Develop a Content Strategy
  3. Build an Infrastructure to Gather Leads
  4. Establish Back-End to Manage Data
  5. Construct Workflow to Maximize Conversion
  6. Institute “Social” Sales Follow-Up and Nurturing
  7. Establish an Autopsy

Lesson: Use social media to strategically build your lead pipeline.

3. Explaining SEO, Role by Role

Author: Rob Ousbey of SEOmoz

Expert marketers have written a lot about how to demonstrate the value of social media to your boss, but what about convincing them of the value of search engine optimization?

Rob’s article gives an awesome breakdown of how to promote the importance of SEO involvement internally, specifically addressing the CEO, CTO, Web designer, Web developer, sales manager, marketing manager, content editor, and community/outreach manager within a company.  Rob clearly identifies tailored messages to use to explain why each role should be concerned about SEO. 

Lesson: SEO is an important part of inbound marketing.  Advocate SEO involvement within your company using targeted messaging. 

4. The Socialization of Small Business

Author: Brian Solis of PR 2.0

Brian’s article focuses on the benefits of social media marketing for small businesses, citing Ad-Ology’s recent “Small Business Marketing Forecast 2010″ report that reveals lead generation (See Kipp Bodnar’s article above for tips!) as the top benefit of social media marketing.

In addition to discussing the report’s results, Brian also highlights several other ways businesses can monetize conversations happening in social media, which include analyzing data and acquiring followers, among others.

Lesson: Determine ways your business can monetize its social media engagement to increase ROI. 

5. Stop Trying To Be Better Than The Competition

Author: John Jantsch of Duct Tape Marketing

Instead of worrying about how you can be better than your competition, how about focusing your energizes on figuring out how to be different?  Besides the fact that being better is difficult, John points out that most prospects won’t spend the time analyzing your product to discover its subtle advantages over your competitors’. 

Therefore, John’s article advocates businesses find ways to stand out from the pack, whether it be through creating a unique experience or a totally innovative way for people to get a result.  To get started, ask yourself the following two questions:

  1. What are we doing that our competitors are not?
  2. What are we doing just like our competitors that we could change for good? 

Lesson: Sometimes “different” is better than “better.”

 

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6 Eye-Catching Content Ideas for Your Business Blog


Have you been working hard to build links to promote your blogs and drive site traffic?

While link building may optimize your blog content for search engines and increase publicity for your blog, the success of a blog article also depends on how you tell your stories, or methods of narration.

What, then, are some of the more eye-catching types of blog articles that contribute to high page views and large numbers of inbound links?  

An analysis of the most popular blog articles published by HubSpot since 2006 found 6 types of articles that won support from a wide range of audiences.

1. Best Practices and Tips

Tens of thousands of people visited blog articles sharing best practices, and it is not surprising that best practices draw a big crowd. After all, who doesn’t want to learn from others’ experiences to avoid making similar mistakes and thus take short cuts? Needless to say, best practices become more convincing when offered by experts in corresponding industries, which, if widely read, can reciprocally raise the credibility of the blog writer or the company that he/she represents. In other words, sharing best practices is one way blog writing can achieve business promotion.

2. Involvement of Famous/Successful Professionals

Tips become even more credible when offered by acclaimed public figures. Their proven success adds weight to their words, and interpretive summaries of their advice are likely to work just as effectively, if not more so, as sharing your own expertise.

3. Data-Driven Analyses

Blog articles can succeed without the backing from renowned people as long as they are based on well-conducted data analyses. For example, empirical studies of thousands of small businesses regarding inbound marketing may prove helpful by providing small business owners an overview of current trends and helping them make more informed decisions on internet marketing strategies.

4. Guides on How To Do ______ More Efficently

Facebook, Twitter, LinkedIn…there are so many social media sites that the simple phrase “site presence monitoring” ends up sounding formidable. A guide that teaches people to master social media by spending 10 minutes per day consequently helps break down the problem into concrete, manageable steps. Guides of the sort will likely sustain popularity in the context of a world loaded with more ideas, work, and thus a greater need for efficiency.

5. Comprehensives Guides to New/ Puzzling Technological Features

Though technology is becoming an increasingly important aspect of daily life, not everyone can understand newly emerged tech products as well as their developers do. At the same time, the rise of information technology and internet marketing encourages many to understand new tech features. What is RSS and what does it do? What are the new features of Facebook and how do they benefit businesses? Blog posts that provide comprehensive explanations and teach people how to utilize new features to their benefits are capable of drawing lots of attention.

6. Useful Information Presented in A Fun Way

It’s true that people read blogs for resources and insights, but no one will hate the idea of having fun while doing serious learning. Four out of the 10 most widely read HubSpot blog articles in 2009 are fun-based: 3 cartoons and 1 music video. Of course, there are many other ways of making educational materials fun. Adding a bit of humor in your blog writing might be a good start.

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This list is, of course, not exclusive, and the eye-catchiness of blog articles may also depend on a viewer’s profession, culture, and expectation. Your blogs will have a chance of achieving long-lasting success only if you devote time and efforts to observing preferences of your blog followers.

Photo: coincoyote on Flickr

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Coke Abandons Plans for Campaign Websites to Invest in Social Media



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According to New Media Age, Coke has decided to say goodbye to one-off-campaign-websites in favor of building its existing social media presence on YouTube and Facebook

coke-youtube-social-media

This move is not surprising since the Coca-Cola company has already expressed the belief that their social media and SEO presence is a better homepage than even Coke.com. To me, their announcement to discontinue Coke-hosted campaign websites just further demonstrates their dedication to building out the social media communities that are already working for them. 

In the New Media Age article, Prinz Pinakatt, Coke’s interactive marketing manager for Europe explains why Coke has decided to cease building Coke-hosted pages for every campaign:  

“We would like to place our activities and brands where people are, rather than dragging them to our platform.”

What’s interesting is while the major B2C appears to be consolidating their efforts, Coke’s biggest competitor in the soda space, Pepsi, had decided to forego its 23rd year of Super Bowl advertising in order to invest in a crowdsourcing community called The Pepsi Refresh Project.

If I’m interpreting Coke’s new strategy correctly, the type of community Pepsi is building won’t be pursued in the future by Coke.com.  Instead, Pinakatt says that they will either completely forgoe building a campaign website or simply create a landing page for that campaign with a call to subscribe to one of their existing social media communities.

“In some cases some of our campaigns won’t need a coke.com-hosted site. In most cases these will still exist as it’s the most obvious destination for a consumer, but it might only be a page linking to YouTube encouraging people to join the community there.”

For a B2C company like Coca-Cola, this move might be a smart one.  Building a one-off website every single new campaign can be an expensive and slow process when you factor in build time and QA, then there’s the effort and man-power involved in up-keeping the community you have created.  Right now Coca-cola is charged with managing and maintains over 7 different domains including MyCoke.com and Live Positively, so really they’re just consolidating their resources into one common goal – to build the Coco-Cola reach using social media and drive brand enthusiasm through those channels.

For B2B companies, you may be wondering if Coke’s strategy could work for your business.  At HubSpot, we’ve had success in creating several app-driven Grader websites like Website Grader. These Grader products generate a lot of leads for our sales team so it’s worth the investment to host and deliver them to our prospects, even if it requires a dedicated team of developers to monitor and manage them.

I do commend Coke for dedicating their marketing team into using social media to build their reach and reinforce their brand. When you build a robust presence on the big social media sites (Twitter, Facebook, LinkedIn, YouTube), you are essentially fishing where the fish are.  However, the one thing that Coke is lacking from all of their websites is a powerful blog presence which I believe would strengthen the connection between their social media campaigns and their own domains.

Do you think Coca-Cola made the right move? Are you investing more time in building your reach in social media this year? Tell us in the comments.

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How Your Twitter Authority Affects Google’s Real-Time Search Results



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About a month ago, we examined what Google’s real-time streaming search means for us marketing folks, stressing the increased importance of regularly producing remarkable content and the need to keep your website updated and fresh.

Since Google rolled out the new feature, there has been a lot of chatter about the good, the bad and the ugly.  And while Google’s real-time streams feature results from a variety of sources (news headlines, blogs, feeds from social sites like Twitter, etc.), there has been quite a focus on how Google will sift through all this clutter to deliver quality results, specifically from Twitter, which we all know has its share of spam and low-quality content.

HubSpot Real-Time Search Results

So what are some of the factors Google takes into consideration when determining which tweets will show up in real-time search results?

Factors that Determine a Tweet’s Authority

1. Following: One way Google deems your tweet valuable is by the number of followers you have.  Therefore, tweets from a user with 1,000 followers will have more authority than tweets from a user with only 100 followers.  Google also takes into consideration the number of followers the people following you have.  So if you have a lot of followers who themselves don’t have large followings, Google won’t consider your tweet to have as much authority as one from someone whose followers also have a lot of followers.

2. Reputation: This brings us to the factor of reputation.  In the case of real-time results from Twitter, Google weighs heavily on the reputation of those following you.  To put it in simplest terms, the more followers you have with high authorities, the more likely Google will see you as an authority yourself.  So if someone like @GuyKawasaki (who has 205,000+ followers) is following you, your tweets will have more power.

* Note: These first two factors are similar to one way Google determines a Web page’s search ranking, based on the idea of recommendations, where if a high-quality pages links to another page on the Web, the quality of the linked-to page increases.

3. Hashtags: It may be time to rethink your use of hashtags.  In an effort to reduce the likelihood of spammy content showing up in real-time results, Google says it will try to avoid showing tweets that include hashtags, as hashtags are known to attract spammy tweets.  However, this may not be a death sentence for hashtags altogether.  As is apparent from our screen shot above, it doesn’t look like Google is elminiating all tweets containing hashtags.  Hashtag use might be something to think about, but before we jump to any conclusions, it looks like we may need more concrete data from Google on how hashtags factor into the equation.    

4. Signals: In order to deliver the most timely and topical information in real-time results (especially for common search terms that yield tons of results regularly), Google looks for signals to determine the freshest content.  Google pays attention to news sites, blogs and tweets to determine the latest trending topics related to common search terms.

5. Spam: One of the biggest concerns people have with Google’s new real-time feature is regarding spammy results.  However, most of the standards Google is putting in place to determine high-quality tweets are also aimed at eliminating spammy content from showing up in real-time results.  For example, a spammer is less likely to have a large number of followers and is even more unlikely to have followers with authority, which is why Google stresses the importance of following and reputation. 

The Importance of Your Twitter Authority

If you’re still trying to understand the value of Twitter for marketing, Google’s new standards for delivering quality real-time results from Twitter should give you a nudge in the right direction.

Because Google now weighs heavily on a users’ Twitter authority in determining their tweets’ worth for real-time results, it becomes even more important for marketers to develop and build authority on Twitter.  Start out by grading your Twitter account to determine your strengths/weaknesses.  Being established as a Twitter power user will give you a leg up in generating more exposure for your tweets and, ultimately, the content you’re promoting.  

Spend some time building your following and making your tweets more keyword-rich in order to be picked up in Google’s real-time results for the search terms you’re looking to show up for.  In a nutshell, use Google’s new real-time feature as another opportunity to use Twitter to get found!

 

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Why HubSpot Won’t Exhibit at Trade Shows and Events Anymore



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As of January 2010, The HubSpot marketing team is eliminating exhibitor booths and sponsor tables from all its lead generation initiatives.

It’s true; we enjoy chatting with folks and meeting fellow marketers at trade shows, but as a marketing channel it’s incredibly ineffective.

Here’s why HubSpot won’t be exhibiting anymore:

Problem #1: Event marketing yields the the highest cost per lead of all of our marketing. That fact alone is enough to stop exhibiting cold turkey. For comparison, the HubSpot Marketing blog in a single day yields more leads than a two-day trade show, and the costs associated with blogging are much, much less. 

Problem #2: It requires a lot of dedicated man-hours for little return. It doesn’t make sense to pull a marketing person and a couple sales folks from their regular responsibilities for a handful of leads. Out-of-state events? Add two days for travel. That’s a lot of lost time that could be used for better marketing channels. 


So what will we do instead?

Speak at events. We believe developing thought leadership through speaking at events is much more valuable than showing off your logo. Our executives and the majority of the marketing team present at conferences and workshops all the time. We want to share knowledge instead of barking our mission statement.

Create more content. Our blog brings us 20% of all our organic leads. Thousands of new people visit our website after viewing our webinars. These are low-cost initiatives that touch more people. 

Hold our own events. We still think it’s very important to get to know the marketing community face-to-face, and to lose that completely would be a shame. That’s why we hold meet-ups at our offices and invite the public to be a part of HubSpot.tv

Attend events to mingle and learn. Going to events is a great way to keep your knowledge fresh and meet new people. Why not represent your company as an attendee to also get the benefit of the sessions and speakers?

So what do you think? Have other marketing efforts replaced your trade shows?

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Facebook Growth Jumps to 350 million Users in 2009


Facebook Growth

Over the last six months, the growth of Facebook has taken off. Since July, Facebook has grown by more than half a million users per day. That’s almost the entire population of Boston, signing up each and every day.

Not only is Facebook one of the fastest growing media, it has many benefits for B2B marketers:

  • Facebook provides the opportunity to build and strengthen relationships with your prospects and clients.
  • Facebook has changed the way people consume content - making it easier for you to share content and reach interested buyers.
  • Facebook allows you position yourself as an authority in your field through creating a community of fans for your ideas and business.
  • Facebook acts as a business driver for traffic to your website and other online properties.
  • Facebook provides your organization with the opportunity to get found by your prospects - through referrals, recommendations, cross links, and search engines.
  • More importantly, nothing draws a crowd like a crowd. And, Facebook is that crowd.

What are you and your business doing to harness the power of Facebook’s growth?

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Why Most Website Redesigns Have a Half-Life


Half-life is the period of time it takes for a substance undergoing decay to decrease by half, and is especially used when talking about radioactive decay. 

Many of you redesigning your website right now may be experiencing a half-life of your own, and one that might even be more dangerous (to marketing folks) than a radioactive substance.  This half live is the time that it takes for your own happiness with your website to decline by half. 

Most marketers and business people get tired of their websites way too fast, and because of this, they redesign their websites way too often.

Website Redesign Half-Life

Your personal opinion of your website’s attractiveness has nothing to do with the need for a website redesign

The goal of your website is to get found by more prospects, and convert more of them into leads and sales.  The only person you want to impress with your website is your prospect, and they are much more likely to want to find the information they want than to admire a beautiful flash graphic.  A more “beautiful” design or a new design may be more confusing to your prospects, and lower your conversion rate.

Website Redesign Flash Problem

Have you suffered from the Website Redesign Half-Life pitfall?  

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