Calls-to-action, or CTAs, are an essential part of every website—they draw in new customers, create conversions, and generate leads. But when you have a low click rate, failed conversions, or no new contacts, it feels like CTAs aren’t living up to their promise. If your CTAs are going unclicked, you may need to change your approach to make them more compelling. Here are four CTA best practices to ensure your CTAs do their jobs: Make sure the CTA is fully functional. As simple as it sounds, some CTAs may not be generating leads because of an error in setup or function. Double-check that your CTAs link to the correct page, that

Last week, we looked at the three types of digital media: paid, earned and owned media. Here’s a quick refresher on each of these three types: Each of these types of media has advantages and disadvantages on their own, which is why a solid digital media strategy should use all three. Here’s how to make paid, earned and owned media work together: Start with owned media and build a strong brand identity. Owned media is the bedrock of a digital media strategy. Without a strong presence and identity in the spaces you own, it’s hard to convince audiences in other spaces to pay attention to you. Make it a priority to create

In the fast-expanding field of digital media, content is king. Companies are working hard to produce new content that will reach a wide audience and capture new customers. However, not all content is created equal, and not every type of media is suited for a marketing strategy. In this two-part blog series, we’ll explore the three main types of digital media, what they are, and how to use them to your advantage. This post will give an overview of the three types of digital media. Paid Media. Paid media is what most people think of when they think of advertising. It’s the most traditional of the three types of digital media—you

The best B2B email marketing in the world is useless if it never gets seen. Yet many marketers focus exclusively on creating shiny content, not on whether that content will actually get in front of customers’ eyes. It’s important to take steps to make sure that your customers are receiving, opening, and clicking through your emails. In this day and age of instant communication, we often assume that everything we send will be received immediately. But when it comes to email, things like spam folders and bounces can keep your B2B email marketing from ever entering a customer’s inbox in the first place. While you’ll never be able to guarantee that

A few years ago, marketers were decrying the death of email. Instead of fading away a la MySpace and mood rings, B2B email marketing remains one of the most productive means of generating leads. According to a 2013 National DMA email report, 89% of marketers believe that email is important to their organizational goals. Rather than dying out, 56% of email marketers plan to focus more on their email campaigns in 2013. To ensure that this focus pays off, you must maximize conversions and clickthrough rates with every email you send. Managers of five-star restaurants spend hours combining the right ingredients for their recipes. Similarly, creating a five-star B2B email marketing campaign