How to Create Your Buyer Persona [live webinar transcript]
I’m so happy to share this transcript from a SEMrush webinar on Personas that I was fortunate to present. The host, Tristam Jarman, opened the door and I walked through…
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Why Do Customers and Prospects Say No Even When They Mean Yes?
I want to start this by painting a picture. You walk into a store looking for a specific item. You aren’t sure where it would be, whether it’s in stock,…
Is it time to look at researcher type visitors through a different lens?
A lot of businesses think that content marketing goes something like this: you write a bunch of articles, post them to your blog, share them in social, and magically see…
12 Questions Your Prospects are Asking, Whether They Know it or Not
Ask almost any marketer what customers think about when viewing a website and they’ll tell you it comes down to, What’s in it for me? It’s generally agreed that’s the…
Should shares, testimonials, and pie charts go poof?
I have to ask: does Social Proof still hold value? It’s one of the concepts internet marketers love to talk about, even bemoan the loss of (share counts discontinued in…
Is Overconfidence Killing Your Marketing Effectiveness?
Are you an above-average marketer? Statistically speaking, you probably think so… even if the results of your most recent campaigns suggest otherwise.
Using Influence Marketing and Persona Mapping to Grow Your Leads
Back in 2013, I co-wrote a book with my friend and fellow Canadian marketer, Sam Fiorella, titled “Influence Marketing: How to Create, Manage and Measure Brand Influencers in Social Media…
A Sounding Board Just Might Be your Wisest Investment
When we look at human behaviour from the outside in, we come up against a recurring problem: we don’t know what we don’t know.
Is a Sunny Outlook an Optimist’s Greatest Risk?
As far as the advice goes, “always look on the bright side” scores pretty well. It’s not a bad song lyric, either. But is there such a thing as too…
Why is it So Easy to Chase Bad Strategy Online?
Stop me when this sounds familiar: one of your colleagues or clients comes up with an idea that sounds mildly intriguing. But, the plan they put together is based on…
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