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A brand is a name, term, design, symbol, and/or other feature (e.g., Off-White and Off-White “quotes,” Coca-Cola and the Coke red, Bottega Venetta and its weave design) that identifies a company’s products or services and differentiates them from those of othe...

Ideally, acquiring a lead’s email address should start a sequence of planned emails and other marketing activities (such as ad retargeting, which we will cover in the next chapter). This sequence of planned emails should aim at transforming a marketing-qualifi...

Although we think of choice as a great thing, more options are associated with a breadth of negative consequences. According to leading psychologist Barry Schwartz, offering more choices makes people less likely to pick an option and more likely to be dissatis...

We will next cover principles for conversion-centered design proposed by Unbounce. The main idea behind these principles is to help create highly converting webpages by concentrating on key design ideas that have less to do with creating aesthetically pleasing...

One of the main tools in the arsenal of conversion optimization is A/B testing. A/B tests “consist of a randomized experiment with two variants, A and B. It includes the application of statistical hypothesis testing or ‛two-sample hypothesis testing’ as used ...

To manage optimization, firms should first examine the general path of a specific persona as they move from visitor to lead to customer. This gives an overview of the strategic picture of our overall conversion efforts. Trew Marketing provides us with an abstr...

The convert stage is focused on increasing conversions to maximize sales. It emphasizes both maximizing conversions across the journey of consumers and improving conversion from lead to customer. Since our main objective is to increase conversions, any indicat...

  You are Paperlike, a company that specializes in an iPad screen protector that replicates the paper experience. One of the personas you are targeting is Alister and Alice. A&As are illustrators eagerly awaiting their new iPad Air 2020 with the...

The information should be well hierarchized, with the main message and the call to action associated with the goal you want consumers to accomplish located above the fold (i.e., before any scrolling happens). Emails should be short, with little to no scrolling...

Once a firm has acquired leads and qualified them (i.e., as MQLs), it enters a process of lead nurturing. Lead nurturing represents the “purposeful process of engaging a defined target group by providing relevant information at each stage of the buyer’s journe...

Last, and to reaffirm what has been said throughout the last chapters, your main role as a company when creating content is to represent the customer. That means to understand their needs and challenges, how what people look for varies throughout their journey...

Lead scoring is an approach to ranking leads based on their value to a firm, which supports marketing and sales activities. It helps qualify leads and indicate whether efforts should be devoted to market to a lead, as well as the movement of the lead throughou...

There are many, many ways to get leads. Generally speaking, any marketing activity that leads consumers to give a firm a piece of personal information qualifies as a lead generation opportunity. Here is a non-exhaustive list: content with a lead magnet, suc...

InterAction is about encouraging positive interactions on a website and social media. Positive interactions facilitate the generation of leads, which lead to acquiring customers. The two objectives at the Act stage are thus to (1) encourage positive interactio...

  As in previous exercises, you are a fitness center creating a campaign for people who want to get back into shape, and one of the personas you are targeting is Avery. Avery is a person living in a major Canadian city center. They are their la...

We conclude this chapter by discussing content calendars. Although pillar pages are a great long-term investment for web referencing and lead creation, most day-to-day content activities, be they posts on Facebook and Instagram or blog posts, are ad hoc activi...

A pillar page is a comprehensive resource page that covers a core topic in depth and links to high-quality content created for the supporting subtopics. It helps achieve the following two important digital marketing objectives: building topical relevance ...

As we have briefly covered, the RACE framework helps our content strategy by informing the type of content we should be creating for each stage of the framework. Content marketing professionals typically talk about three types of content: top of the funnel (T...

Over the last few chapters, we covered the basics of SEO, how to think about content creation and ads based on consumers’ needs and challenges, how to identify opportunities based on the concrete actions during their journey, and how to respond with ad hoc mar...

Once a firm has identified what goal visitors are supposed to achieve, it can use visual elements to draw the attention of visitors to elements of the website that should lead them to achieve this goal. A few visual principles can help us here (images from Unb...