Today I’m leading with a rousing defense of thought leadership, then segueing nicely into a bit of PPC ingenuity, some tips on getting attention, the power of customer feedback, etc.
1. 1000 lb. Sentence(s): “Creativity is the new currency, so, are you credited with new thoughts or overdrawn in old thinking?” Onyi Anyado, entrepreneur & global leadership speaker
This is a quote about thought leadership. There, I said it. The most overused, bandied about, often hyperbolized term of our generation: thought leader. People hate it! But does that mean it should be humanely put down?
And replaced with what? Idea pilot? Concept shepherd?
What are we supposed to call the people who deal in the currency of creativity? Which, as we know, is well on it’s way to becoming the only currency that matters. Technology is changing lives faster than at any other time in history and the rate of that change is heading into the hypersonic.
So if you’re one of those people who think that only a select few should be recognized as actual thought leaders (if we still get to use that term), I’m here to say that that’s just not enough. We need more.
Not just technological thought leaders, but leaders who can help us roll with the changes, show us how to harness our new capabilities, create art, facilitate communication, promote commerce, keep us human, etc.
I’m OK with calling a teacher who just found a new method of helping one nonverbal student express herself a thought leader. Same with a plumber who invents a faucet that saves hundreds of gallons of water a year. Or even a digital marketing firm that uses pure innovation and grit to help great companies realize their potential.
Yes, I’m a thought leader. There’s not a better term for it and I don’t mind sharing the glory. Don’t get me wrong, I’m not comparing myself to Jobs, Gates, Musk or Branson – I’m just saying that there are a lot of us initiating positive change in smaller, yet vital, ways.
And here’s a blog that’s decidedly not overdrawn in old thinking: The Thought Leader Diaries: Part One.
2. Win of the Week: Today we’re going to talk a bit about conversion rates. But we’re going to let WordStream do it for us:
“ . . .what is a good conversion rate? Across industries, the average landing page conversion rate was 2.35%, yet the top 25% are converting at 5.31% or higher. Ideally, you want to break into the top 10% — these are the landing pages with conversion rates of 11.45% or higher.”
Thanks, WordStream. Now on to the results of one of our powerhouse PPC campaigns from last month:
A 27.97% conversion rate. Jealous? Call me.
3. Hot Tip: Ever heard the Shakespeare line, “Brevity is the soul of wit.”? Well, it’s also at the heart of good marketing.
What makes our brains good at keeping us alive also makes us hard to market to, since we’re wired to look for immediate gain most of the time. So if you want people to listen, it better be good. And it has to be quick.
Find out how to get their attention long enough to make an impact in my latest blog: You’re Losing Customers! And Here’s Why . . .
Why: Not hating the fact that this conference takes place at the Mirage, but that actually isn’t the reason I would love to go.
I find everything about branding fascinating and there’s always something new coming down the pike. Plus, ecommercethis conference promises to be a “no-fluff zone” that will offer tips on “Strategy, Innovation, Content, Insights, Customer Behavior, Leadership, Metrics, and more.” I love it when they get all comprehensive like that – sounds like a dream trip to me. No, really.
And although I appreciate choice most of the time, I kind of like the fact that there’s a single-track agenda. Every single speaker scheduled will be talking about something I’d like to hear, so I appreciate the fact that there are no hard decisions.
5. The Rave: Today’s rave is about the guy I spend most of my working time with: fellow Project Manager John Moran. You may not be able to tell by looking at him (or maybe you can), but he’s the K. of F. (King of Fun) and our days in the office are never dull. Even so, I haven’t met many people who work as hard or care as much about digital marketing as John does.
Here he is with his darling daughter, Ily, but when he’s not hanging out with her, he’s taking advantage of his competitive streak by creating strategies that propel his clients to the head of the pack and keep them there.
Hailing from Chicago, John got his digital marketing start as VP of a company that generated repeat and referral business in the automotive sector. Along the way, he learned everything there is to know about email Marketing, PURL’s, saturation marketing, scripts, keywords, etc.
John’s practical experience in all aspects of digital marketing gives him keen insight into all the moving parts that make up a successful campaign strategy. And that, combined with his profound understanding of customer acquisition, social & community managee-commerce marketing, in general, make him a Project Manager of the highest caliber.
Says our venerable boss, Kasim Aslam, “John is easily one of the hardest working people I have ever met in my entire life. I’m thrilled to have him on my team and blessed to have him in my corner.”
When he’s not working, you can probably find John camping, hiking and just enjoying the great outdoors with Ily, his wife, Sam, and their big-dog-in-a-little-dog’s-body, Harley.
6. Best-of-the-Week Outside Blog: Who doesn’t love knowing that someone cares what they think? Especially when they have some sort of relationship with that “someone.” Hopefully, your business has a thriving relationship with its customers and, therefore, you’re giving them ample opportunity to offer feedback.
Here’s a great blog from Salesforce Marketing Cloud that lists the best ways to invite feedback and what to do with it when you get it: Does Your Customer Journey Include Room for Customer Feedback?
7. One of the Good Ones: A brief look at the home page of the Doctors Without Borders’ website will give you a sobering glance at the types of issues this amazing organization meets head on, every day.
In a nutshell, here’s what they do: “In more than 60 countries around the world, Doctors Without Borders/Médecins Sans Frontières (MSF) saves lives by providing medical aid where it is needed most—in armed conflicts, epidemics, natural disasters, and other crisis situations.”
8. The Thinker: “I have not failed. I’ve just found 10,000 ways that won’t work.” – Thomas Edison
P.S. If you have digital marketing questions or would like to learn more about our free audits, click here to schedule a call.
P.P.S. Ever since our inaugural “8 That Rate” email blast, subscribers have been sending back rave responses, traffic’s gone up and our brand is getting some new buzz. If that’s something you’d like to see happen for your company, let us know. We can create a custom weekly newsletter that speaks specifically to your subscribers, in your voice, about topics that would be of great interest to them and, ultimately, just get people excited about your brand.