Marketing automation

Efficiency is the new gold


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Revenue Journal EfficiencyWhat makes your business special? It doesn't matter if you are one person working out of your house or a company with thousands of employees. If you are the most efficient at what you do, you're golden.

Efficiency is a big concept. That label belongs on a lot of good things. If you are efficient, you:

No such thing as "autopilot" marketing


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Lately I've encountered more entrepreneurs who have bought into the idea that they can just set up their search engine marketing and websites, and the orders will pour in. Oh, how nice it would be if it were true!

Finding you versus buying from you


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A lot of entrepreneurs obsess over their search engine marketing and Adwords campaigns, to make sure that they get a high listing when someone goes searching for their type of product. Nothing wrong with that, but given the endless demands on the typical business owner, there's a tendency to focus on lead generation at the expense of conversion.

It's the easiest thing in the world to think that your website is "good enough," and that it is not a barrier to the sale. You're used to it, it makes sense to you, and you get enough sales to believe that it is doing its job. There's only so much time in a day, and once your website is "done," it's easy to just assume it's working hard enough for you, and focus your attention to lead-generation campaigns.

Search is not a substitute for straightforward navigation


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Business owners have come to know that the web can be used to answer questions that buyers and customers have. The more questions you answer on your website, the less money you have to invest in people answering those questions, one at a time. This is not a difficult concept to understand.

Unfortunately, grasping it and succeeding at it are miles apart. One thing we see standing in the way is a tendency to believe that "a good search function" on the site will somehow substitute for poor navigational organization. Not true.

Email success absolutes


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What is the most important part of every email you send - whether to one person or to your entire email mailing list? The subject line.

What's the second most important part of every email you send? Your signature.

Marketing is often considered a very subjective exercise. But the expectations and behavior of email recipients have created certain absolutes associated with subject lines and signatures. Use them well, and you will add a lot of success to your work day. Use them poorly, and you will generate inefficiency, confusion, frustration, and a lot of wasted time - in your day and in the working days of your recipients.

The Mighty Subject Line

What's inside? Should I open this?

 

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