Understand the work to be done. Then cultivate a collection of specialists who can build, tell, measure, and sell.
A funnel is a step-wise description of how a prospect moves toward becoming a customer. Defining and tracking such steps granularly improves the prospects for understanding which of your marketing actions are really effective.
E-commerce marketing is akin to driving at night. In order to see, you need to use the digital equivalents of headlights, mirrors, and road markers to navigate to your business destination.
A unique and compelling product is necessary to convert an “Okay” to an enthusiastic “Yes!” Distinctiveness can be derived from sources other than obvious product benefits, including the shopping experience, the product’s origin story, or a cause.
The work by site owners to earn ongoing gifts of links from Google has been known as search engine optimization (SEO). These days, SEO may be more fully characterized as telling stories worthy of others’ attention.
Simultaneous comparisons of alternatives (“A/B testing”) yield valuable data about relative performance that leads to better decisions. Maybe even more important is that a culture of experimentation unleashes team creativity and confidence.
Web traffic you buy has qualities of immediacy, specificity, and measurability. As a means to scale or experiment, bought traffic can be important.
Dave Bayless of Human Scale Business speaks with Heather Kearney about her experience as a new Kiva Zip borrower.
Dave Bayless of Human Scale Business speaks with Warren Vaughan regarding his experience as a Kiva Zip lender and trustee and what it takes to be a successful borrower.
Pete Koson advises small businesses at Montana Community Development Corporation. Before earning his MBA and becoming an advisor, he owned his own business. Dave Bayless spoke with Pete about the practical applications of break even analysis in the real world.