CASE STUDIES
#1. How to Incentivize Top Prospects: 7 Steps to Lift Conversions 20%
SUMMARY: Marketing campaigns that feature educational content
can build relationships with prospects. But how can you nudge
your top prospects into the deal-making stage?
An HR outsourcing firm used a splashy incentive for top
prospects to meet face-to-face with a company representative.
The campaign has lifted conversions 20% and paid for itself
10 times over so far.
Click to continue
(Open access until May 14th)
#2. Persuading Management Your Website Needs Fixing Pronto: 4 Steps & Great Results
SUMMARY: Overhauling a website can work wonders for a
business. However, convincing upper management that a fix
is worth the investment might take some persuasion.
Here's the strategy one marketer used to convince higher-ups
to fund a full overhaul. The changes resulted in a 482% lift
in SEO traffic, website conversions are up 43% and their
cart abandonment rate dropped 20%.
Click to continue
(Open access until May 15th)
RESEARCH
#3. Sherpa's Online Advertising Presentation 2008: New Research on What Ads Work & How to Improve ROI
SUMMARY: If you couldn't listen to MarketingSherpa's recent
teleseminar on online advertising, just click below to get
your audio presentation and discover what 951 marketers
revealed about what works in online advertising.
Includes 12 new charts and an eyetracking heatmap. Among this
year's highlights:
- How to improve the effectiveness of your ads by up to 219%
- How to increase rich media clickthrough rates by up to 132%
- Which tests will lift your advertising ROI the most
Click to continue
(Open access = permanent)
#4. Sherpa Kit: How Subscription Marketers Can Monetize Web 2.0
SUMMARY: The Web 2.0 bandwagon has been rolling for some time.
Visitors to your site expect to see blogs, video and social
networking features. Yet, many subscription sites aren't sure
which interactive features actually make money.
In our latest Sherpa Kit, we answer that question and more:
- Glossary of terms and checklists to get you started
- Making the most of widgets
- Cheat sheets for YouTube, user-generated content and blogging
- Lots of creative samples to swipe ideas
Click to continue
(Open access until May 15th)
#5. New Chart: Tech Buyers Don't Always Tell the Truth on Registration Forms
SUMMARY: Do prospects lie on registration forms? Of course, they
do ... but just how much? Creating a lead generation form that
balances your need for information and high-quality leads
requires thinking of it as a transaction.
In our latest Chart of the Week, we look at what personal
information tech buyers are willing to give up before they say,
"Back off!"
Click for bigger chart + Sherpa analysis
(Open access until June 5th)
HOW-TO & INTERVIEWS
#6. Final Days to Enter Sherpa's 4th Annual Viral Marketing Hall of Fame
Did you get great results from a recent viral campaign and
you want some respect for your work? It's time for Sherpa's
fourth annual Viral Marketing Hall of Fame awards. All you
have to do is enter your video/audio clips, ecards, online
games, flash, tell-a-friend boxes, microsite or social
networking campaign and give us the scoop on how you did it.
Proud of more than one campaign? Enter twice, or three times.
There's no cost to enter, and your prize is bragging rights
and a write-up in Sherpa. Hurry, the deadline is a week from
today. Past champs include Levi Strauss, Fox TV and NetQos.
Submit your entry
(Deadline: This Friday)
#7. Overwhelmed by Opt-in Typos? 4 Ways to Fix Misspelled Email Addresses
SUMMARY: When signing up for online offers or newsletters,
prospects can enter any gobbledygook of an email address as
long as it includes "@" and ".com" or ".org." That's not good
for hard bounces.
If misspellings or typos are causing hard bounces on 'Welcome'
messages for you, we have help. Here are 4 proven test ideas to
boost the quality of your email list and reputation.
Click to continue
(Open access until May 14th)
#8. PR Interview: Reach Ladies' Home Journal's 4.2 Million Subscribers
SUMMARY: Is your target audience working women with children?
Age 30 and over? Married? With some college education? Then,
Ladies' Home Journal is a publication you should be pitching
to. Here are 5 dos and 3 don'ts to reach its 4.2 million
subscribers.
Click to continue
(Open access until May 16th)
INTERACT
#9. SherpaBlog: 5 Ways to Improve Blog Results Today: How to Engage & Delight Your Blog's Visitors
Starting a blog is easy. Keeping a blog going for more than a
few months is hard. If you are one of the relatively few, the
proud, the multi-year bloggers, you should give yourself a
gold medal for sustained effort above most people's capacities.
However, is your hard work really paying off as much as it
could? Very few blogs are optimized for success. Here are the
top 5 action items I’ve been testing on a side blog of my own
that you can use to improve your blog today -- easily, cheaply
and quickly.
Click to continue
(Open access=permanent)
#10. Help Wanteds: 46 New Jobs & 2 Seekers Available
The past week's new posts including 2 VPs & 3 in Search.
Plus, learn how to post your own opening.
Click to continue
(Complimentary service)
#11. Book Offer: 'Always On: Advertising, Marketing and Media in an Era of Consumer Control'
Time-honored marketing techniques no longer cut it in our
consumer-centered world, says Christopher Vollmer, VP, Booz
Allen Hamilton consulting. What used to work doesn't in a
world that is digitally accessible to audiences from anywhere
at any time -- and responsive to their control.
Marketers who recognize this shift are the ones who will
profit from their willingness to invent new strategies for a
new media environment that is always on. Giants like Coca-Cola,
Conde Nast and Yahoo! are adapting new ways of establishing
connections with customers and redefining the playbook for
marketing, advertising and media. You either have to reinvent
your practices or surrender to the competition.
A customer's huge advantage is the Internet. A host of new
strategies and techniques is explored in the book, including
Granular Advertising (targeting websites), In-Store Media
(heightening "purchase moment") and Direct-to-Consumer
Relevance (using music to connect with consumers). More than
an entertaining read, this guide is filled with practical
guidance and statistics, case studies and interviews.
'Always On' can help you figure out the best mix of strategies
that have never been adequately nurtured in the traditional
career path for marketers and which can move businesses
forward in an increasingly digital world.
The author donated five copies for Sherpa to give away.
Toss your name into the hat here to try for one.
Click to continue
(Ends 05/18/08)
+ Last week's book offer: These five lucky marketers will get
their own copies of 'Managing Online Forums: Everything You
Need to Know to Create and Run Successful Community Discussion
Boards' by Patrick O'Keefe:
- Cary Walski, Aveus, St. Paul, MN
- Fabienne Linschoten, Canon Europa, Amstelveen, NETHERLANDS
- Deana Kussman, Teaching Strategies, Bethesda, MD
- Yanni Gu, Elite Systems Integrators, Inc., Escondido, CA
- David Alecock, InCharge Institute, Orlando, FL
P.S. Did a friend send you this? Go Here for your own copy - it's award-winning, useful, and complimentary.
P.P.S. Got questions, comments, or ideas for editorial?
Email Editorial Director Tad Clarke at TadC(at)marketingsherpa(dot)com
or call Customer Service at (877) 895-1717 -- thanks!
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