Ann Siegle

Online retailing has seen big changes in the last 10 years. First came social media, then mobile commerce. But before it all, we had e-mail, which is still the internet’s killer app, delivering targeted customers to your site with regularity. In an age of social media, is e-mail still relevant? Should you change how you’re e-mailing your customers? Statistics show the typical Business to Consumer (b2c) e-mail generates 1.7% click throughs to web sites and Email marketing has an ROI…

Trello is especially suited for managing digital marketing calendars because of this card flexibility. Trello’s based in Kanban style of project management (think sticky notes on a whiteboard.) We like the Trello card and board interface, and it’s ability to support visual items in a to-do / task format.  Agile teams often use Kanban as a way to keep many people moving on large, complex projects, by breaking down individual tasks into cards (sticky notes.) If your desk looks like…

A quick overview of how to get more association members and boost conference attendance using inbound marketing. Inbound marketing is the methodology that more and more corporate marketing departments are deploying. When someone searches online, looking for an answer to their current challenge, you want to have the best-matched educational answer for them. When they read your blog post, they have the opportunity to explore more by downloading a guide or whitepaper or checklist. They’ve exchanged their marketing contact information for…

Two great opening questions to really connect with your B2B customers The persona interview – interviewing an existing customer to create a profile of what they (and prospects that look like them) want from your business and your marketing – is critical for establishing what kind of content to produce to attract traffic to your web site and convert them to leads. The persona interview informs the buyer’s journey (the path that customers take to go from strangers to evangelists.) So, how can we…

Once upon a time, doctors, nurses, clinics, and hospitals had to settle for whiskey and cauterization for the latest in sterilization. Thankfully, things are different and there is now no shortage of advanced healthcare technology companies marketing their latest products like 3D printers and MRI machines to the medical community. But while the innovative spirit of healthcare technology is reflected in its products, its industry’s hesitance to adopt digital inbound marketing and sales takes it a step backward. Here’s how…

By Ray Hidalgo The potential buyers of health care products are among the more digitally savvy customers to test the waters of the consumer marketplace. To that end, if a health care vendor – especially a smaller vendor – means to engage with and generate more leads, it needs to rethink traditional marketing. Health care customers are not so easily wooed by interruptive cold calls and cries for attention masquerading as sales pitches. Consider appealing to buyer intelligence; consider implementing…

Health care products and services are high-consideration purchases in the business-to-business space. Health care services for the consumer are typically not high consideration (if you’ve broken your arm, you’ll be looking for the nearest urgent care clinic right away!) The business to business (b2b) space, however, is different. Health care products and services organizations typically are marketing  high-consideration products that are expensive, and often come with a large change-management tag as well. Let’s explore how you can empower a small…

If there is one buzz out there in the social media marketing community this year it’s about live video. We’ve all been using video in marketing for decades – every commercial or infomercial is just one example of how business has used video. What do people watch on Vimeo or YouTube? Cat videos and fail videos. We love to consume video, but we want the unpolished, funny, practical video. Live video? That’s an entirely different animal altogether. It’s not a…

One thing any inbound marketer will tell you is to write blogs on a variety of topics related to your business, and also, write often. This second part (writing often) is surprisingly what most businesses cite as their biggest problem when it comes to their blogging and marketing schemes. The reason that inbound marketing preaches consistent blogging, is because blogs generate traffic to your website. The more blogs you write, the greater the chance that their Google searches land on…