The Daily Marketing Memo For Professionals
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Back in April of 2000, Aesop Corporation published one of my books. Aesop, an international publishing company, was then owned by Mark Joyner, often called the “Father of Internet Marketing.”
Amazon was selling just physical books at the time. Kindle only came out in late 2007. So forward-thinking publishers who wanted to go beyond the shelves of brick-and-mortar bookstores started selling something called “ebooks.”
The concept was new and revolutionary at the time.
As part of our agreement, Aesop would sell my book online. They published it, provided the landing page, wrote the copy, and managed the distribution system, which involved affiliate marketing and a huge list of subscribers.…Read More →
Recently, I shut down one of my businesses. With COVID and a number of other factors, many personal, I decided that I needed to focus my energy on my core business, which is my independent marketing consultancy.
Over the last decade working with thousands of clients, I've accumulated a huge number of files. I figured this shutdown process was the perfect opportunity to do some cleaning.
Some of these files are quite large, too. Many are recordings of website teardowns, copywriting critiques, interviews I've conducted, interviews I've given, training courses, online classes, and of course, old archived websites.
The total was several terabytes.…Read More →
Subscriber and copywriter David Kimbell asked: “I'd love to hear your thoughts on CRO and list-building.” So as Bart Simpson quipped, “I please to aim.” For the sake of brevity, I'll come back to list-building.
CRO, or conversion rate optimization, is an area that I don't cover as much as I do SEO. It's likely because of how much the two are connected.
They're independent but also inter-dependent.
- SEO's goal is to attract more and better users to your website.
- CRO's goal is to convert those more and better users into leads/clients.
Improve your SEO and you improve your CRO at the same time.…Read More →
My SEO approach is simple, as it should be with you. Serve your audience first, focus on quality content, attract natural links, and structure around topics.
More content doesn't always mean better. Sometimes, the benefits of refreshing existing content outweigh those of creating new content. The goal is to match the audience's search intent as best as possible. The more you do, the higher the quality traffic and conversions you will generate.
If you have a website and it has been live for at least six months, chances are Google has crawled and indexed it. If so, here's a tip that I encourage every professional to do.…Read More →