It can take time, effort and cold hard cash to persuade people to subscribe to your email list. So as those addresses gradually accumulate, each one representing a direct line to your potential customers, the idea of drip feeding promotional messages straight to their inboxes to help drive leads and sales can be very tempting indeed. So tempting in fact,…… continue reading
Content marketing is, by definition, an indirect approach to revenue generation. In fact, so the theory goes, the more indirect the better. But although it’s true that content created “to delight and inform, not to sell and promote” is usually more effective at engaging audiences, the inescapable question is: when and how does that translate…… continue reading
Not long ago I wrote a piece on influencer outreach exploring some of the most common hurdles to working with consumer influencers, and the problem of quantifying real impact on consumer purchase decisions (leads, bookings & revenue), as opposed to relying on indirect measures of audience engagement (followers, impressions, re-shares etc). Although it certainly is possible for digital…… continue reading
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