Mike McDermott

Attention is singular. That’s the basic philosophy behind Attention Ratio, a term first coined by conversion expert (and founder of Unbounce) Oli Gardner. Here’s how he defined the concept: The ratio of links on a landing page to the number of campaign conversion goals. In an optimized campaign, your attention ratio should be 1:1. Because every campaign has one goal, every corresponding landing page should have only one call to action – one place to click. That’s it, blog post done! Well, not quite. Attention ratio, as you will learn, is crucial not just on your landing pages, but throughout your … Continue reading Why You Need to Consider Attention Ratio In Your Inbound Marketing →

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In an industry doing so well in Ohio, owners of most manufacturing companies may not feel an urgent need to enhance their marketability. Yet, with over 13,045 manufacturing firms in Ohio (2012), according to the National Association of Manufacturers (NAM) , many companies are simply trying to keep pace with the competition. In this regard, here are 3 effective marketing tactics for Ohio manufacturing companies: Streamlined B2B Ordering and Sales Funnel According to the NAM, manufacturing in Ohio produced 17.66% of the total gross state product, employed 12.81% of Ohio’s non-farm employment, and made $99.83 billion in 2013. That’s a lot … Continue reading 3 Effective Marketing Tactics for Ohio Manufacturing Companies →

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Did you know that marketers have consistently ranked email as the single most effective tactic for awareness, acquisition, conversion, and retention (Source: Data Clover)?  You see, one of the primary goals to inbound marketing is cultivating your leads towards becoming paying, loyal customers that raves about your brand.  Implementing an effective lead nurturing strategy is the bridge that makes this a success. In most cases only a relatively small percentage of your leads will be ready to make an immediate purchase, leaving a huge majority of inbound leads on the table.  Lead nurturing tactics helps move your subscribers through the … Continue reading 3 Successful Ways to Boost List Engagement Using Lead Nurturing →

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Ready to boost your brand exposure, engage your audience and increase conversions?  Repurposing your blog content is the answer to gaining true awareness to your brand.  You see, your blog content is at the heart of your content marketing strategy.  As you create relevant content that speaks to your buyer personas, you want to ensure that you maximize its reach by targeting various platforms that further brings exposure to your business and amplifies engagement.  Repurposing content is the way to make this a success.  Use this 7-step checklist to repurpose content to enrich your content marketing technique and increase brand … Continue reading 7 Quick & Easy Ways to Repurpose Content to Increase Brand Exposure →

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Digital marketing is vital for every business today. However, you can’t reinvent the wheel. Instead, you must learn from what others who went before you did. Fortunately, our 2016 Top Digital Marketing Blogs will help you get well grounded so you can quickly learn from them and grow your business successfully. Kissmetrics is a blog specializing in analytics, marketing, and testing. As you read through this blog you’ll notice how it shares accurate, specialized knowledge with you in an easily understandable way. This includes useful statistics, insightful infographics, as well as the latest studies and their statistics. There are lots of great information packed … Continue reading Top 5 Digital Marketing Blogs →

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It’s both interesting and misleading to hear that lead generation is the goal of inbound marketing. Increasing the volume of your leads is good, but what does it matter if they never actually result in sales? Without lead nurturing, you’ll never complete the buying process in your marketing campaign. Leads vary in terms of value Generating a lead tells you so little about your marketing campaign. To know if you’re doing a good job, you have to answer a few questions, like: Is the lead relevant to your business? Does the lead represent a persona of your target audience? How did you … Continue reading Complete Your Marketing Efforts with Lead Nurturing →

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The first step in growing your brand is to connect to your audience. You need to focus your marketing efforts on gaining a high-value audience that you can turn into potential customers. In order to find these potential customers, you need to generate leads. Lead generation happens through inbound marketing. Here are four tips for generating leads for your business: Review your analytics. By reviewing the analytics, you get a complete picture of how your high-value audience is interacting with your marketing efforts. By knowing what potential customers are doing when they see your social media and website, you can … Continue reading Four Tips for Lead Generation →

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A marketer can easily fill up their day with a plethora of so-called “marketing tasks.” Post to Facebook, retweet a twitter mention, send out emails to prospects and clients – these tasks can be very valuable for a company, but too often they are used merely as hopeful shots in the dark instead of part of a distinct marketing strategy. Just like a financial investment, marketers need to start paying more attention to the specific financial goals of their business and investing in their strategy accordingly. A change of mindset First and foremost, marketing is an investment. You only get … Continue reading Marketing Strategy: Making a smart investment →

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There is nothing easy that comes with the title of Chief Marketing Officer (CMO) these days. There is no executive restroom key out there that could somehow make up for the very real and present challenges facing marketing teams, and more important their leader. Risk Let’s first address the gigantic balls of steel possessed by anyone who presents a strategic marketing plan that includes the use of so many untested and unmeasured digital marketing tactics. While the company CEO and CFO can lean on strategies that have had decades to prove themselves out, CMO’s often find themselves pitching an idea … Continue reading The Raw Deal CMO’s Get Dealt, and Turning those Tables →

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Pokémon Go is quickly becoming the most talked about app on social media, and for a good reason. Not only has this app delivered exactly what fans of the series have been hoping for, it has also had a positive effect on the business world. If you are wondering why you should be embracing this cultural phenomenon, use this helpful guide to learn more. What is Pokémon Go? Pokémon Go is an augmented reality game that ties into the popular series with the same name. The object of the game is to capture, collect, and battle virtual monsters. Players need … Continue reading The Effect Pokémon Go is Having on Targeted Marketing →

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Although content marketing is a large field full of subsets, there are five basics every content marketer must master. The best content marketing strategies start with market research and competition research. You must know whom you’re talking to, which is called the target audience, and you must know whom you’re going up against, which is your competition. Then, you infuse your unique voice into your content for personal branding. Social media marketing and email marketing are essential in content marketing too. Market Research Knowing your target audience is a necessity for good content marketing. Would you have better luck trying to sell … Continue reading The Basics of Content Marketing That You Must Master →

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For many people, advertising is thought of as the major way in which you get the word out about your products, services, and brand name. But 28% of marketing and sales managers are shifting their budgets away from advertising alone and more towards inbound marketing. In this post we will break down the differences between these two concepts and help you figure out the best strategy for your business. What’s the difference between marketing and advertising? Marketing is everything that a business does to encourage the exchange of products and services between consumer and company. Advertising is just one small piece … Continue reading Marketing vs. Advertising: What strategy is right for you? →

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