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5 Things To Do Before You Build or Redesign Your Website

June 30, 2013

Way too many organizations, although they know they need a Website, don't know what it means to establish an effective online presence that brings new leads and customers and effectively nurtures sales.

I can't count the number of times that I've consulted with organizations who have spent way too much money building a site and then wonder why no one can find it. The answer is a simple one, so many people don't understand the very basic principles of building an online presence. This is quite a different task than just having a Website.

So, what does it take to make a Web effort effective and successful and why are so many failing online?

1. Understand that you're wasting your time building a Website if you don't first have an Internet marketing strategy. After all, you wouldn't build a house or a physical location without first having an architectural plan would you? The process of building a Web presence is much the same; you first need a plan.

2.  Don't be mislead by Web "gurus" whose intent is to sell you a bunch of useless services.

3. First, study similar business who have already demonstrated success by doing searches of similar businesses and determine what it is that they are doing correctly. Ask yourself, "what elements of their Web presence are making their efforts successful. Think about it, analyze it and then determine what it is that you can build on that differentiates you.

4. Understand that a successful Web presence incorporates many elements including graphic design, effective illustrations, web design and development, copy writing and online marketing.

5. Understand that an expertly designed and managed Website isn't enough. To be successful your plan must include a methodology that differentiates you. This methodology must include content marketing and a social media strategy. Understand that to differentiate yourself. Ask yourself "what makes me different?" and "what is it that I can offer that others don't?".

After you've developed your strategy then, and only then, begin the process of building your "Web presence". 


So, What's In It For Us?

June 25, 2013

One of the things that my father taught me was that your reputation was your most important asset. He taught me that the most important thing in life was to go to bed at night with the "knowingness" that you'd acted with integrity that day and every day. As important Dad taught me that you had to be able to look yourself in the mirror every morning and be proud of yourself.

I met a potential client the other day that inherited a legacy contract with a Web development company that actually he...

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How I Came To Be An Inbound Marketing Consultant

May 27, 2013

I admit it - damn it,  I’m an Internet addict. I have been since I first encountered the Web. My name is Maurice Bretzfield.

I first saw the Internet during the late spring or early summer of 1994. It blew my mind and changed the trajectory of my life.

I read an article in the paper about a local philanthropist and how he had donated a computer and Internet connection to the local library and went off to see what this Internet thing that I’d been hearing about was all about. I was about 47 ...

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What is Inbound Marketing - It's Context, Context and More Context

May 15, 2013

During the talks that I give I'm often asked "what is Inbound Marketing". Well, simply it's a combination of elements woven together into a system, a contextual marketing system, that is data-driven and produces superior ROI (Return on Investment). That's the short and easy answer.

I think that the term "Inbound Marketing" is misleading - and outdated. What we are really talking about here is "contextual marketing", a data-driven marketing system that turns traditional marketing on its hea...

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This Is Huuuuuge

May 11, 2013

I attend a regular TEDx event here in New York City. We meet weekly, watch a TED talk and then discuss it among the group. It's an hour well spent and I invite you to join us at 5:30 on Friday evenings in a great space in Midtown  (contact me if you are interested in joining us).

A couple of years ago we watched a great talk, "The Mathematics of History", given by Google Fellow, Jean Baptiste-Michel. It was a fascinating glimpse into the future of data analysis and sparked a conversation ...

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Inbound Marketing - Content Plus Context

May 9, 2013

I recently heard a joke about Microsoft.

Two men are flying in a balloon above Seattle - but the pilot is lost. Drifting over a building the pilot draws a sign and holds it up. The sign says “WHERE AM I?” in large letters.

People looking out of the buildings windows quickly respond to the pilot by holding up a sign that says


The pilot smiles, waves, takes a look at his map and steers a course to his destination.

After their safe landing the passenger asks the p...

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Video - A Key Component of Your Inbound Marketing Strategy

May 9, 2013

Video is now a key component of any data/content driven Inbound Marketing strategy.

Throughout 2012, video marketing for B2B businesses showed an upward trend in both effectiveness and popularity, and most industry observers expect this to continue into 2013 and beyond.

Here are a few relevant findings: 

Research firm and reviews publisher, Software Advice, recently found in their 2012 B2B Demand Generation Benchmark Survey that video was the second most popular type of content used ac...

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Content, Content, Content

May 9, 2013

You've heard it, "on the Internet, content is king". But it bears repeating, "on the Internet, content is king" - because it is, it really, really is!

But, there is content and then there is effective content.  Your organization must create effective content - content that communicates in a meaningful way. This is content that is carefully crafted based on what you already know that your customer finds compelling and useful, and most important, content that they want from you.

Because cont...

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Define the Purpose of Your Inbound Marketing Effort

May 9, 2013

Define Your Purpose

Defining your purpose is an essential first step in the creation of a successful Inbound Marketing Strategy.

1.     A defined purpose will save you money, because you can create very specific, targeted content with simpler messages. Your content will be shorter and easier to digest, and you won’t need to spend money on creative ways to appeal to “everybody” all at once.

2.     With more crafted and targeted messages, you’re more likely to see a response that ...

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Things To Consider Before Starting to Develop Your Inbound Marketing Plan

May 9, 2013
Inbound Marketing is not a marketing tactic, a channel or a technology - it’s a strategy.

It's not enough to “do” Inbound Marketing. To see great results organizations must commit to the model, optimize it continually, and pursue it relentlessly. The result is a vastly diminished cost of customer acquisition provable by measuring ROI.

The difference is that Inbound Marketing integrates business process and technology to drive higher-value lead generation through data-driven demand cr...

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