Category: Inbound Marketing

Information about inbound marketing

6 Tips for an effective Call to Action (CTA)

An effective Call to Action (CTA) guides your visitors take the next step

While some symbols and design elements have become intuitive for users, your visitor does not always know what to do next. It’s up to you to tell them what to do, and why they should do it. A key piece of your inbound marketing strategy is an effective Call to Action.

An effective Call to Action should be in clear sight on a webpage. They should be bigger and bolder that the other elements on your page without it taking over completely. Don’t compromise good design to make your CTA stand out.

1. Consider the colors of your CTA.

It should be a color that stands out and stimulates action, but still looks like it belongs there.

2. Tell them what they’re getting with clear and concise copy.

A thorough CTA that leads to an offer should be descriptive. Make the messaging about them and why they will benefit by clicking.

3. Make it look clickable.

Create a hover effect for your CTA so your visitors understand it’s a button that should be clicked.

CTA-Rollover-1  CTA-Rollover


4. Test it out.

Try some A/B testing with different colors, copy and position on the page. The data could provide some insight on how your audience behaves.

5. Place them where it makes sense.

You don’t want CTAs everywhere on your website. Take a step back and act like a website visitor. When will they be most interested in your offer? After they read a blog? Once they’ve gone over your services?

6. Understand which CTAs should go on which pages.

Segment your offers into Top of the Funnel (eBooks, free downloads), Middle of the Funnel offers (request a quote, free trial). Your Top of the Funnel offer CTAs should go on top level pages that have a lot of page views, while the Middle of the Funnel offer CTAs should appear on pages the user has to do a little bit of digging to find.
Take a look at your website from the user’s perspective and find some places where a CTA is needed. By adding an effective Call to Action, you could see your lead generation results improve right away.

Greatest Lead Generation Tips

An Email Marketing Strategy Can Be So Much More than a Newsletter

An Email Marketing Strategy Can Be So Much More than a Newsletter

Sometimes it seems as though email marketing gained most of its reputation before the days of social media. For a lot of business owners, the term “email marketing” conjures visions of bad clipart and awkwardly placed images, alongside blurbs of content outlining everything that happened in their business that month. But the ways in which we use email marketing have evolved quite a bit in the past 15 years, and it is still one of the best ways to reach your contacts.

Your email marketing strategy does not have to revolve around monthly e-newsletters. As long as the people on your list have opted in and want to hear from you, then you are free to get creative and have a little fun with your communication. Here are a few points about email marketing that you should practice, and some that you really don’t have to practice.


Make Sure it’s Email-worthy

What is email-worthy, other than an awkward hyphenated phrase I just coined? If something noteworthy happens or you have some information that you would shout to a room full of people on your list—that’s email-worthy. This information would be something they appreciate hearing and are glad to have heard it from you. Before you compose your email, have this email-worthy communication in mind.

Have a goal

This is the most important piece to every email you send out. You need to have a purpose and a goal. It could be to get more traffic to your site, or to get a certain amount of people to fill out a form or redeem an offer. No matter what, you can’t measure the success of an email campaign without having a bar set somewhere first.

They don’t have to be timed out

You don’t have to write and send an email every second Tuesday of the month. If deadlines help you complete your tasks, then by all means set a deadline. But don’t let that deadline sabotage the authenticity of your communication. If you get it done before then, or need to push back an email, you can rest assured that no one will notice.

You don’t have to include everything

Try your best to keep your emails short and sweet. If your subscribers can read and act on your email in less than a minute then there’s a much better chance of them following through. Really think about it from their perspective and only include what they would love to hear, instead of all the things that you would love to tell them.

Get Creative

Especially with your subject line. One of my biggest pet peeves is when I get an email with a subject line that reads “August 2015 Newsletter: blah blah blah.” It doesn’t really say blah blah blah but that’s what I hear in my head after such a giant lack of creativity. Research shows that subject lines that are 5 words or less, are questions, or are just really funny and creative get opened. Boring stuff doesn’t.

Listen to your audience

If you can manage it, go through your replies or even encourage people’s thoughts on your email campaign. The email is for them after all, it would be worth it to hear what they think in their own words. Also, I find that once I hear from my subscribers, whether it’s in a comment or in an email reply, it’s easier to write for them. They are no longer just an email address, but an actual person that I’m speaking to.
Above all, you need to understand that the world of email marketing, and inbound marketing in general, is a marathon and not a sprint. With every piece of great content you put out there, you are building up your reach and your connections, and building a solid foundation of communication for your business. So, keep at it, and have some fun!

25 Tactics Great Websites Use

What Helps Our Clients Justify Their Digital Marketing Expense

What helps our clients justifiy their digital marketing expense

Time and time again we speak with companies, large and small, about digital marketing. It’s hard for many organizations to understand how digital marketing works and how it is a smart investment. Sometimes, the prospect will want to get their feet wet and request one digital marketing service. Our agency is not setup as an a la carte pricing structure. For example, you wouldn’t be able to just do a blog post with us. The reason is simple. We’ve tried it and it doesn’t work. There is a giant ball that needs to get rolling for success in digital marketing, and a tiny push isn’t going to make it budge. At the end of the day, a client will want to see results (ROI) sooner than later.
For many organizations investing in marketing collateral, trade show displays, direct mailers, newspaper, magazines just to name few, is easier to justify the investment. The client can actually touch their investment. It’s easier to see value in something tangible, even if it’s not bringing results.
By providing clear goals and metrics to our clients we have helped them understand where their digital marketing expense is going, and how it’s working. Soon the mindset for digital marketing is looked at as an investment rather than an expense. By sharing results and achieving their goals we show our clients their marketing dollars are being well spent.
Here are the metrics we discuss with our clients.

Website Traffic

Unless you are a startup, generating some traffic to a website is the easy (easier) part of digital marketing. Depending on the size of your organization, you may have a sales team hitting the pavement, radio ads being rolled out, direct mailers or even a full page ad in a industry specific magazine. What’s interesting is that after all these traditional marketing efforts, the user always ends up at a company website. It’s just today’s human behavior to search online before committing to anything.
Since we keep in track of our client’s website traffic, we are able to talk about patterns and online trends that are developing on their site. After a period of time, we are able to pin point where and how our clients can take the most advantage of their efforts and gain more traffic.
Website Traffic

Lead Generation

Once you have all this website traffic, the next question that shows up is, now what? What are you going to do with that traffic? Is it quality traffic or is it just ghost spam that’s gone wild creating mayhem in your traffic report.
Discussing with our clients the amount and type of leads that are generated from the website is very important. For those who struggle with picking up the phone, the concept of cold calling, successful inbound lead generation could leave that in the past. The user made the first move by showing interest in your product and/or service so your communication is no longer “cold.”
Once the user shows interest, we can start to determine how qualified they are as a lead. Maybe it’s a good idea for sales to follow up right away, or maybe the lead needs to be nurtured before they’re ready to make a purchase. Either way, we now have another metric to measure our efforts and to show our clients.
Lead Generation


The ultimate goal for many organizations is to convert those marketing efforts into customers, readers, buyers, members, donors, etc. It is important to distinguish the value of this customer who converted on your website. What is the actual dollar amount behind this customer and what was the path that led them there?
These are crucial metrics we discuss with our clients. This helps us determine how aggressive we would need to be with our digital marketing efforts to help our clients achieve their goals.
We’ve found that these three metrics provide our clients that tangible element and help them understand what they get in return when investing in digital marketing.
If you are just getting started with digital marketing, feel free to download our inbound marketing checklist to help point you in the right direction. You can download it here.

Inbound Marketing Checklist

Why Inbound Marketing is Like Dating

why Inbound Marketing is Like Dating

A while back (pre-HubSpot) we developed a series of landing pages for a client. The offers that were featured with these pages were aligned with a direct mail campaign they had been sending out over the past several months. These offers were geared towards trying to get people in the door, or what I like to call “finish line” offers. While they worked well in print format because they were sent to the same house multiple times, they gave us some problems in their inbound marketing strategy.

The biggest problem

Prospects would fill out the form, and never respond to any further interaction. People on social media would see the word “Free” and instinctively go through the steps that were needed to get that free thing. They didn’t realize that they needed to come into the office to get that free thing. They just weren’t ready for that kind of commitment.
The offer was a free consultation for a potentially life changing procedure. A good number people who saw the offer on social media liked the idea of getting a free consultation, but they weren’t quite ready to drive their butts to the practice, or even pick up the phone when they called.

What Would You Do?

When you’re creating your inbound marketing funnel, think about your own behaviors. You fill out a form so you can download something for free. A day later, someone calls or emails you about it. How do you react? It sort of seems like someone you just met is asking you to marry them, and you probably can’t run away fast enough.
If you’re selling a big ticket item, or anything that requires research before people buy, their first touch with your brand should be just an introduction. Then, you can keep in touch with some charming information—but not every day. Absence makes the heart grow fonder. But don’t disappear. Don’t ask them to take the next step until they’ve given you the right signals. And make sure to listen to them. —See how confusing this is? This is why inbound marketing is a lot like dating.
If you want to find the right partner, or customer, you’re going to have to put the time in and build your inbound marketing funnel the right way. Don’t get discouraged. Focus on yourself for once. When it’s ready, the right customers will just drop into your lap.

Inbound Marketing Checklist

Success Story: Mann Family Dental Inbound Marketing Case Study

Local Dentist Success Story: Mann Family Dental Case Study

Mann Family focused on outbound tactics like print and mailers. They were able to manage and edit their site but had no SEO plan. They needed a website redesign and an inbound marketing strategy.

270% – Increase in web traffic

10x – Increase in leads

50% – Increase in new patients generated from website

About Mann Family Dental

Mann Family Dental provides comprehensive dental care in a caring and relaxed environment. Their friendly and knowledgeable team helps their patients achieve optimum dental health while providing a comfortable environment. Mann Family Dental offers comprehensive family care, cosmetic dentistry, sedation dentistry and implant dentistry. They also provide emergency care.

UPDATE: See the results after 5 years.


Before starting with Schall Creative, Mann Family Dental relied mostly on print advertising and some PPC. Their website wasn’t generating leads and leads that did come in weren’t converting into patients. They knew they had to make a change but they were hesitant to partner with us due to previous bad experiences with other digital marketing firms.
Mann Family Dental wanted their website taken to the next level and implement an inbound marketing plan that would give them clear results.

Developing a solid content strategy to drive traffic and convert leads

​A key part of our digital strategy was organic SEO and content creation. The more broad search terms like “Dentist NH” had a lot of competition, so we focused on long tail keywords that prospective patients would be searching for. Our strategy worked, and after a few months of blogging consistently, their organic traffic started to take off.

Inbound Marketing Case Study

In the first year, Mann Family Dental’s website visits had increased by 200%.

Website Design and Usability That Converts Visitors into Leads (and patients!).

While we were blogging away, they saw an immediate increase in phone calls from people who found their website. We can attribute this to the design and usability of the new site. People pay attention to how a website looks, and will hit the back button if it doesn’t meet their standards. The new site captured the users’ attention and led them to convert. In the first 12 months, their new patients per month increased by 50%, and all of those new patients found the practice online.

A social strategy to engage current patients and spread word of mouth referrals

​A great dental office like Mann Family Dental is bound to receive lots word of mouth referrals from their current patients. We used their social media strategy to strengthen and increase that organic referral web by engaging with their patients on Facebook.

Inbound Marketing Case Study Video

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Inbound Marketing Challenges; Adapting After 3 Months of HubSpot

Inbound Marketing Challenges; Adapting After 3 Months of HubSpot

After we launched our first inbound marketing campaign for the agency, 24 hours went by and our first lead came in. Simply said, it was a rush. 48 hours went by and another came in. I couldn’t believe it. I would literally malfunction each time they came in and would refresh the browser a couple times for some weird reason. At the rate we were going, our online leads for the end of the month had to be good.
Sadly to say, the excitement didn’t last long and a few leads would trickle in for the next couple months. You would think that by your 6th year in business you would have clear answers to; Who are our readers? What is our one laser focused marketing strategy? Who is that top tier persona we’re aiming for? The focus on our own marketing efforts turned out to be more difficult than expected.

As we face these inbound marketing challenges, our traffic has improved but we have yet to close our first client using our HubSpot strategy. Here are a few areas we are reevaluating and focusing on to help improve our own inbound marketing efforts.

Determine That Top Tier Persona

​Really digging deep on who exactly you will apply all your online efforts to one persona is key. Our OCD kicked in so of course we created five target personas. Technically we had no strategy and our efforts were all over the place. We are still looking to finalize our niche, but this is something we are just now prioritizing.

Strategic Blogging

Of course we did not eat our broccoli first for this one. We dove in immediately with design and web development. We left writing for last. When we started writing, we had everyone at the agency involved. Our hallway discussions were, “Hey, what’s your topic this week?”. Instead of, “Who are you writing to this week?”. When we looked at all blogs by the end of the month, each blog was speaking to someone different. Now, most of our time is invested on blogging the right content to two targets max. Design and development has become secondary.

Email Marketing

We started sharing our blog post through emails. We were hesitant about this since the emails were our own contacts. These are all businesses we know personally, businesses we see frequently at networking events and companies we do business with. We only started this recently and it’s been interesting to discover we have readers. Now each time we think of a topic, we think about what they would like to read. As simple as this may seem, this list of contacts has helped us tremendously to determine what to write about and most importantly, discover to whom are we writing to. This has been a struggle to uncover for many at the agency and email marketing was a solution.

Take Advantage of Top Visited Pages

For many years we’ve had contact forms on our website. They were never filled out so we removed them about a couple years ago and replaced them with simple contact information. Tuesday mornings we have strategy meetings and we looked at our top visited pages. It turned out that our contact us page was number one. We updated this page with a HubSpot online form and within the week we had conversions. It could be that our previous online form was setup with the wrong questions. We will continue to monitor our top visited pages and determine how we can take advantage of the traffic.
How has your inbound marketing experience been so far? Are you having similar struggles or are they completely different? Feel free to comment them below and maybe we can divide and conquer together faster.
Side note: I’ll make sure to share stats a month or two from now to see how our new efforts are panning out. I’ll make sure to share what has been working for us as we continue to use HubSpot, and any other inbound marketing challenges we may run into.

Inbound Marketing Checklist

How to run an Inbound Marketing Campaign

Stop Spamming: How to grow your email list the right way

Grow your email list the right way

How awful is it when you go to a networking event, hand out a few business cards, and get an impersonal html email in your inbox the next morning? It’s only been a few hours since you met this new contact, and they’ve already added you to their email list without your permission. When this has happened to me, I’ve hit the “mark as spam” button a few times. All the other times, I’ve promptly unsubscribed and made a mental note to avoid this person at the next event. And I’m not the exception; people do not like being spammed.
By sending that email out without the person’s permission, you are no longer that person they met at that networking event. You may have lost your chance to become a thought leader in this person’s eyes. That’s right, your emails are now one of those that they ignore, delete, and/or groan about when they see it. You, my friend, are now a spammer.

So how should you grow your email list? Here are a few ideas.

Set a goal.
Every marketing activity you pursue should be tied to a goal. As an example, let’s say you’d like to grow your list from 500 to 600 quality subscribers over the next three months. If you maintain your 5% click rate, this should drive about 30 visitors to your site each time you send an email, up from 25. This is your goal: a 20% subscriber increase within the next 3 months.
Ask your contacts.
If you have existing contacts that could benefit to subscribing to your email list, tell them why and ask them to. Be human. Write an email and pretend like you’re speaking to them face to face. Give them an example of what you include in your emails, and have a link so they can subscribe themselves. Don’t make them feel obligated, just be real.
Ask your website visitors.
Add calls to action to your website pages and blog posts that prompt people to subscribe. Tell them what’s inside or link to your latest email so they can see what it’s like.
Create great content.
Create the type of content that people love. Do your research, and give your visitors what they want. If they love it, they’ll want more. The call to action you already put on your blog pages will give them a place to ask for more.
Capture emails at in-person events.
Going to a trade show? Make sure you bring a way to capture the email addresses of the people you meet.
Tap into your online communities.
Post your content to the online communities you’re a part of. Ask for feedback, and ask your peers to subscribe if they enjoyed it.
Target, target, target.
With all of these tactics to grow your email list, you want to make sure they’re highly targeted. You always want to think quality of quantity when it comes to your subscribers. Once you really hammer down who it is you’re looking for, and where and how to reach them, you’ll hit your goals quicker and easier.
There are so many places you can tap into potential subscribers. At the end of the day, you want to make sure you’re adding value to their inbox with each send. Adding numbers to your list at the expense of opens and click-throughs will end up becoming a headache with no real positive outcome.
Digital marketing takes a lot of planning and analyzing. If you’re doing things right and staying diligent, the results will come.

Inbound Marketing Checklist

My Facebook Link Image is Not Showing–How to Fix it!

Facebook link image

What is Inbound Marketing?

inbound marketing

According to Wikipedia, Inbound Marketing refers to “marketing activities that bring visitors in, rather than marketers having to go out to get prospects’ attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content.”

People are smart

Consumers have become savvy to the sales process, and they don’t like the idea of being sold to. It’s become easier and easier to hang up on a cold caller, and businesses that butt into their daily routines are deemed annoying before they have a chance to even look into what that business is offering.
People want to make a decision to purchase your product or service based on their own due diligence. They want to do the research about your brand and feel confident that they are making the decision to enter the buyer’s process with you.

The sales role is changing

The rise of inbound marketing doesn’t mean that sales is going away. It simply means that the sales activities have changed. Instead of making a cold call and leading a potential customer down the sales funnel within a few minutes, we’re using inbound marketing tactics for them to make their way into the sales funnel themselves. In many cases, there is a point where the sales team takes over and closes the deal, but this time they’re not cold calling because the potential customer is already well acquainted with their brand.
 Inbound Marketing blogging ROI

Content is (still) king

The above statistic is from HubSpot’s state of marketing report in 2014. Content is the oil that makes the inbound engine run. Inbound marketing is about creating content that is useful to your potential customers, and to put that content where they can find it. In return for great content, the marketer asks for information about the prospect which will help them to deliver even more great content to them. This process builds trust and also qualifies leads, making sure that both parties involved (the buyer and the seller) are where they want to be. The bottom line is; statistics have shown that the average cost per lead sourced through inbound practices are consistently less expensive than outbound leads. So if your company is still relying solely on outbound sales, there is a big opportunity to get more return on your marketing and sales budget.

Inbound Marketing Checklist

How to run an Inbound Marketing Campaign

Content Creation doesn’t have to be hard

Content Creation

Content creation has become one of the most important avenues for driving traffic to your website. According to Hubspot’s State of Inbound report, companies that blog have 55% more website visitors, and generate 88% more leads than those companies that don’t.

Here are some reasons why you really need a blog:

  • It creates fresh content and more pages of content, which is great for SEO.
  • It helps establish you as an industry authority and thought leader.
  • It helps drive more traffic and leads back to your website.
  • It’s a great channel to converse and engage with your audience and customers.
  • It’s a great way to get valuable inbound links!

Most people have trouble with content creation because their topics are too broad, and they’re not thinking about their audience. They want to start with what they offer, when they should start with feedback they get from customers or potential customers.
You have a business that installs flooring for residential customers. It’s not a good idea to write a blog post about carpet, even though that’s a big part of your offerings. You’ll need to think smaller. Think back to your last customer and what led them to the decision they made to go with a specific brand or type of carpet. Maybe they wanted a carpet that doesn’t stain easily because they have small children. What did you recommend and why? There’s a blog post. Maybe there was no option for what they were looking for but you educated them on the best ways to keep their new carpet clean. There’s another blog post.
When it comes to content creation, thinking about specific interactions with your clients is a great place to start. And whenever you hit a road block and the task of blogging becomes a monster, you probably need a more specific topic.
Questions about blogging? Free free to follow Stacey for more content creation tips, or contact us.

25 Tactics Great Websites Use

MYPN Power Lunch Series

Debunking Social Media Myths

MYPN Lunch Power Series


Last month, we had the pleasure of teaming up with Manchester Young Professionals Network for a Power Lunch Series event here at the studio. The event was sponsored by Northwestern Mutual and included a presentation, lunch, and networking. I presented one of my favorite topics, “debunking social media myths.” This is where I spend 20 or so minutes telling people not to listen to the self proclaimed social media ninjas or gurus out there. Social media is not magical and it’s definitely not as easy as they make it out to be sometimes.
MYPN Lunch Power SeriesMYPN holds lots of events like this one throughout the Manchester area, and they are a great way to connect with other professionals and to learn about things that could help your career. It’s a fantastic opportunity for young people who are transitioning from social and school life into their career life and they don’t know where to start.
We had a great time opening up our space and meeting the attendees. There were a few familiar faces and a lot of people we had not met. At the end of my presentation I was thoroughly impressed by the questions people had for me. It’s great to meet people who are working for businesses and organizations that are using social media and content marketing as a tool for brand recognition, promotion and communication when just a few years ago their position didn’t exist yet.
A big thanks to MYPN and Northwestern Mutual for putting on this event. I hope we can do more together in the future.


DIRTT Walls at Schall Creative

Our agency is currently located in a beautiful mill building built in the late 1800’s. It has 14 foot ceilings, original hardwood floors, and long wide hallways. The character of the mill had us sold the moment we walked in. As our agency grew, our space did as well. We kept an open concept up until now and as much as we loved it, we had no privacy. We consistently found ourselves having private talks outside. We needed a solution that would give us that privacy but still maintain the open concept feel.

We connected with Creative Office Pavilion late last year, and they developed a solution for our space. With their design help and implementation of our new DIRTT walls, we now have the modern and versatile workspace we were envisioning.
We are looking ahead for 2015 in our newly improved environment, that still maintains the 1800’s character of the Manchester Millyard.


Digital Marketing: Got Strategy?

Digital Strategy - Chess

Most of the digital marketing blogs I read are broken down by discipline and channel. One section for SEO, one for PPC, one for social media. This may be an organized way of writing about digital marketing, but when a brand executes their plan, all of these pieces need to be working together to achieve common goals.


In the past, I’ve had marketing directors and CEOs of businesses ask me, “Why isn’t my social media campaign producing an ROI?” or, “Now that my website is on the first page of the search results and getting more visitors, why haven’t I seen more inquiries or sales?”


A lot of times, the brands that ask these questions have a different agency for each digital marketing channel, each with their own strategy. This disjointed method often results in a lack of alignment and communication between the vendors and the client. It’s not unlikely to see one agency dropped and another hired into the mix with the expectation that results will improve, when in reality it’s the overall strategy that needs to be looked at. Remember the old adage “Too many cooks…”?
By working with one single full service agency and having one single cohesive digital marketing strategy, the brand will have a backbone for all campaigns to follow, whether they be SEO, social, PPC, mobile etc.


Your digital strategy should come before your campaign strategy!


I’ve worked with clients in the past who don’t seem to have a single digital strategy. What they do have is multiple channel specific, campaign strategies, each one with different goals and KPIs. The brand’s messaging and tone of voice were all over the place and the results were a mess. Cue the angry emails and finger pointing. The real problem here was that there was no overall digital strategy to provide a benchmark, highlight purpose and give direction for meeting goals and KPIs. If you don’t have one of these documents then how do you judge success or even failure?


Have one single strategy that supports and connects all future campaign plans. Your first question when forming your digital strategy should be what is the end goal? Increasing brand exposure and awareness? Generating new leads? Communicating with existing customers? Knowing the answer to these questions will help you to understand which channels are best at achieving these goals and how multiple channels can work together to achieve them more efficiently.


Why have one single strategy?


A single strategy will not only ensure consistency in brand tone of voice and messaging, but it will also assist in creating a seamless user journey and experience. Having isolated, channel specific campaign plans without an overall digital strategy is a recipe for confusion among your website’s users. Your users are the reason why you are creating this strategy, so keep them in mind at all times. In my experience, it is also easier to adhere to the strategy if you limit the number of agencies and vendors that are involved.


Who should be involved in developing it?


The short answer is as few agencies and vendors as possible. Too many outside perspectives and egos can confuse the direction of the strategy. I believe wholeheartedly, after working on some disastrous campaigns in the past, that using one single agency or vendor who provides solutions across all digital channels makes it easier to reach the strategy goals and KPIs. Once again, “too many cooks…”. If a brand does decide to use multiple agencies, having the overall strategy in writing will provide direction for the individual campaigns and keep the plan on track.


How can the strategy be used going forward?


Use it as a benchmark. This will enable you to refine and tweak certain elements to improve performance. If the goals aren’t met, dive in and find out why. Is it because your brand messages are hitting your target audiences at the wrong stage in their buying cycle? Is your messaging and tone on your social media campaigns different to your content marketing campaigns? Is your brand reputation reflected consistently across all channels?




Before investing time into each digital channel to communicate your message, think about how communication across these channels joins up. Think about why you are using these channels in the first place. Think about who your users are as living, breathing people. What are their motivations and requirements? Address this in your strategy before you start using social media, advertising online, or producing content for your audience.


It’s a risk to start using each channel in isolation just because you feel you have to. Having an overall digital strategy first will make your campaigns work more effectively together and ultimately lead you to achieve the marketing and business goals you set.


25 Tactics Great Websites Use

Signs You Follow Too Many on Twitter

Too many followers on Twitter

How many people do you follow on twitter? And how many of those people do you really follow? Do their tweets matter to you or are you constantly scrolling past looking for something else? There are no rules for who, or how many you follow but setting some guidelines for yourself can make your entire twitter experience better. So how do you know you follow too many people on twitter?


1. There’s never anything good on your feed.

If you can’t easily find great content on your feed, it’s probably because there’s too much on it. You should be able to log on to twitter at any time of day and see people tweeting about things that matter to you. If you find yourself giving up after scrolling too long then that’s a sign that it’s not working for you.


2. You don’t recognize most avatars.

You shouldn’t have to click on someone’s profile and read their bio to remember who they are. That’s sort of like asking, “..and who are you again?” every time you converse with someone. If they haven’t stuck out in your mind, odds are they’re not worth the follow.


3. You’ve never interacted with most of the people you follow.

Of course you should follow a few large brands, celebrities and influencers, but your feed shouldn’t be full of them. Choose the ones that really make you laugh, think, or act and cut the rest. Put more focus into the friends and colleagues that you can have real, spur of the moment, interactions with—that’s where the magic happens on twitter.


4. You follow everyone back.

Just because someone follows you doesn’t mean you have to reciprocate. Check them out, visit their profile and see if it’s something that interests you. There is no rule that says you have to follow them back.


The purpose of your twitter feed should be to bring great content into your life, and when there are too many people it makes it hard to find. People also look at users who follow too many people as not being credible, and it can be a turn off for potential followers. Cut the inactive users, shameless self promoters, and anyone who doesn’t add any value to your feed.

25 Tactics Great Websites Use

8 Benefits of Email Marketing

Benefits of Email Marketing

Email marketing is an effective piece of a marketing plan. It is convenient and extremely cost effective. By sending an email, you are putting more emphasis on the message’s content and less on how it’s delivered, helping you become more memorable to your loyal or prospective clients. Here are 8 benefits of email marketing along with reasons to consider it for your marketing efforts.


1. Allows you to organize connections
The days of the Rolodex are long gone. Organize your contacts in your email marketing software. Put them into lists like “current clients” and “prospective clients,” or according to their interests, how you met them, and if they signed up for a specific promotion.


2. Targetable
If you know your target market why not market to them directly? Instead of hoping your target market sees your message though an advertisement or social media post, deliver that message instantly to their inbox.


3. Reduces time, cost and effort.
Replace your paper newsletter with an email and cut your costs dramatically. Now you can put your newly acquired time and effort into what matters; the content.


4. Allows you to conduct your own research.
Email marketing gives you relevant, real time results, based on behavioral data. Data generated by email marketing allows you to, for example, test which day you get the most opens. Send your email to half of your list on one day and half on another, then review the results, or you can test out which calls to action get more clicks. The possibilities for research are endless.


5. It’s completely customizable.
Your brand is unique, your email marketing campaign should be too. Easily tailor your campaigns subject lines, content, and design to meet your needs, through email marketing management.


6. Directly links to your website, blog, or social media.
A great way to get traffic to your website or blog is to provide buttons within an email. You can suggest readers to visit and explore your social media outlets, building your presence and creating interest.


7. Reinforces personal connections.
Word of mouth networking is extremely valuable, you want to make those connections worth it. Email marketing helps you keep track of and build upon connections in between face to face interaction.


8. Gives a method for follow ups.
Turn your email marketing into a tool for following up. Discover your contacts’ priorities by staying connected. Gain valuable feedback about yourself and your brand by asking contacts for their opinions and perspectives. Follow up emails allow for open and honest faceless communication.

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