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Articles by Judy Kirkland, Echo Point Marketing Partners
As co-founder of EchoPoint Marketing Partners, Judy Kirkland creates systems and toolkits that empower businesses to make marketing far simpler and far more successful. Drawing on an award-winning track record in B2B, B2C and B2G markets, Judy teaches clients how to develop an “echo point” — their own unique value proposition and brand — to determine what to spend, what to say and what biggest-bang tactics to use in online, print, broadcast and face-to-face marketing.
Before co-founding EchoPoint Marketing Partners, Judy enjoyed more than twenty years of success as a nationally known marketing consultant and copywriter for clients ranging from start-ups to Fortune 100 companies. In addition to her YodelPoint.com blog, she is a regular contributor to newsletters and ezines in the fields of franchise marketing, custom media, search marketing, and how to market small businesses and professional services firms.
Judy Kirkland, Echo Point Marketing Partners
You’ve heard that videos are great marketing tools, and you’ve clicked on plenty of promotional videos online. But are they great for your company? They can be extremely effective for growing your business if you put the right video on your web site. When planning your video strategy, here are four types to consider:
E-newsletters are a proven way to stay top of mind with clients and increase repeat and referral business. The secret, however, is to keep your e-newsletters short.
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Yes, you should be on Twitter … and not just to talk. One CPA, for example, is having great success by listening. He checks for local CEOs who are Twittering and follows them. He tweets back with a tip or tax angle to consider. He’s landed several new business accounts this way.
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If your web site is too stuffed with repetitive keyword phrases, the text on your pages can end up sounding so clunky that prospects leave almost as soon as they arrive. How can you marry searchability with readability?
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Getting ready to send an e-newsletter to clients or an e-mail promotion to prospects? You might not want to use a great-looking HTML design. While HTML e-mails are eye-catching when viewed on a computer screen, they become virtually unreadable on mobile devices.
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According to the latest MarketingSherpa B2B Marketing Benchmark Survey, the web site no longer is just a spoke in the marketing mix wheel. Instead, it has become “the hub of marketing strategy … the primary point of contact with prospects and customers.”
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“In this economy, you can’t afford to trust your web presence to a template-based design,” says Daimon Caulk, principal with Modal, Inc. “Sure, you can find templates for verticals, but they say nothing about you. Simply changing the logo, colors and adding text does not make a site right for your specific business or the way you want users to experience you and your business.”
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What keywords bring searchers to your web site? Is Google having any problems accessing your site—and if so, what can you do to make it more search-engine friendly? Find these answers and more with Google Webmaster Tools.
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Web site templates tank when it comes to search engines, according to a Washington, D.C.-based search marketing guru. Why? Duplicate content and image-based design.
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BlackBerrys, iPhones and other smartphones are driving an increase in on-the-go Internet use. That’s part of the reason that local search visibility is so crucial to your business.
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