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Build Structure for Clarity
Building structure for clarity is all about making sure the message of a page gets across clearly...
Message and Design Matching
Ensuring consistency can be supported by practicing message and design matching. Message matchin...
Build Trust
In an age where fake news is rampant, almost half of Amazon reviews are unreliable (AdAge), and w...
Consider Congruence
Congruence is particularly relevant when designing landing pages, but its driving principles can ...
Think Continuity
Ensuring that a persona achieves its macro conversion (e.g., making a sale) entails having well d...
Chapter 8: Convert: Conversion Optimization
Overview In this chapter, we cover what conversion is and how to optimize webpages to convert be...
ACT
InterAction is about encouraging positive interactions on a website and social media. Positive in...
How Do You Get Leads?
There are many, many ways to get leads. Generally speaking, any marketing activity that leads con...
Lead Scoring
Lead scoring is an approach to ranking leads based on their value to a firm, which supports marke...
Lead Nurturing
Once a firm has acquired leads and qualified them (i.e., as MQLs), it enters a process of lead nu...
What Happens Once You Get a Lead?
Ideally, acquiring a lead’s email address should start a sequence of planned emails and other mar...
A Few Tips for Writing Emails
The information should be well hierarchized, with the main message and the call to action associa...
Exercises
You are Paperlike, a company that specializes in an iPad screen protector that rep...
Chapter 7: Act: Lead Generation and Lead Nurturing
Overview In this chapter, we cover the basics of lead generation and lead nurturing activities. ...
RACE and Content Marketing
As we have briefly covered, the RACE framework helps our content strategy by informing the type o...
Pillar Pages
A pillar page is a comprehensive resource page that covers a core topic in depth and links to hig...
The Importance of Creating Content
Content creation is important for two main reasons. First, it helps build a website’s relevance a...
Understanding the Competition and the Market
Something to keep in mind when creating content for social media platforms is associated with pro...
Using Your Brand to Create Unique Content
A brand is a name, term, design, symbol, and/or other feature (e.g., Off-White and Off-White “quo...
Keeping Consumers in Mind
Last, and to reaffirm what has been said throughout the last chapters, your main role as a compan...