May 9, 2008 10:30 AM

Jesse (our product manager at Marqui) and I delivered our first webinar on drip marketing this past Wednesday. We actually crammed a lot of information into those 30 minutes. We ran through what drip marketing was, the importance of nurturing leads, how you go about planning your drip marketing campaign, had some tips and industry examples. If any of you missed it, we'll be running it again sometime soon. Most of the webinar attendees had little experience with drip marketing but all seemed keen to start. Overall, I think it was an interesting and informative webinar. After all, we didn't get any heckling (although we did mute the line....). The attendees are from various B2B and B2C businesses, and it would be really neat to learn what type of drip marketing campaigns they crafted after walking away from this webinar. Drop us a line at webinars@marqui.com to share your drip marketing campaigns. Enquiring marketers want to know.

The show's not over yet. Hold on tight for our "Hot or not? Find hot leads with lead scoring" webinar on Wednesday, May 21. That will be my colleague Richard's first webinar at Marqui, and I will surely be heckling him. Register for Richard's lead scoring webinar here.

Posted by Thao Ngo at May 9, 2008 10:30 AM
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May 07, 2008

Posted by Thao Ngo at May 07, 2008
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April 19, 2008

Posted by Thao Ngo at April 19, 2008
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March 9, 2008 9:00 PM

I was reading a number of articles on the language used by marketing professionals and it made me think. Can a simple change of words result in effective communication? and can using words that resonate with your audience increase the conversion rates and response rates of your communication and email campaigns?

Quote from one of the articles:
"The difference between marketing language and real language is that people don't think in marketing-speak. That is, their actual thought processes don't include the words found in marketing language."

The following examples were some talked about in the articles I read:

• Think about your audience as opposed to verticals or markets
• Think user experience as opposed to features and functions
• Think memories as opposed to promotions
  
• Think of creating a lasting impression as opposed to generating interest
• Think of telling a relevant success story as opposed to listing testimonials
  
• Use real language instead of marketing language
  

I disagree with most of those examples. It really depends on some many external factors that to just generalize and say "their actual thought processes don't include the words found in marketing language" is wrong. Marketers have invested time and money on research that justifies the words and messaging used in their campaigns. For the most part, if it didn't work, marketers wouldn't use it.

My lesson to be learned from reading the articles is to take a moment to think every time you are adding content to your website. If there is a better choice of words or messaging that is more relevant to your target audience it could potentially increase the overall length of time a visitor is on your site, increase email campaign conversion rates, and generate leads for your company.

The best way to succeed is to test, adapt, and refine. Multivariate testing can be used to test multiple combinations of elements on a landing page. So you can swap about picture-1 with headline-2 and button-3 and see how it works against picture-2 with headline-4 and button-2, etc. Its basically just testing a bunch of different variables and see which combo is the most effective (e.g., yields highest conversion rate)

The answer to the title "Can a simple change of words result in effective communication?" is Y-E-S. Even a 1% increase in conversions can substantially increase revenue.

Posted by Greg Matthews at March 9, 2008 9:00 PM
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