cyberlaxamana

by Douglas Melchior What kind of content will drive clicks and convert visitors into users or customers?  I posed this question to marketing directors at five different consumer Internet companies, including Brett Below at Rent the Runway, Andrew Sinkov of Evernote, Liz Wald of Etsy, and Shawna Strayhorn of Refinery29.  I overlaid these practical findings with research from Brian Halligan at Hubspot. Content can be anywhere on the website, and is viewed by search engines and humans alike.  Content on the homepage gets the most views, but it has to be useful to people and peak interest immediately.  Here are 5 strategic tips to maximize the value of content on your site and outbound communication: 1) Write Content for All Sides of the Platform .  At Etsy , the marketplace for handmade goods, the marketing team creates content for both buyers and sellers.  Use these two types of content to engage a small but active buyer community, and to attract ...

by Mohammed Aaser This semester I worked on developing and launching Noor Kids , which is a magazine for Muslim Children.  The goal is to build a brand around our characters and launch additional business lines in the future.  In order to assess the demand for the product, I created Facebook ads.  Based on the performance of these ads, I decided to launch the business, and created an 11-page sample version for prospective customers.  In addition, I am currently working on driving sales through landing page optimization.  While I learned a tremendous amount through this experience, I would like two share two key insights – 1) How to assess a business concept through Facebook Ads, and 2) How to optimize landing pages. 1) How to assess a business concept through Facebook Ads Facebook can be a great way to test a business concept before launching.  You can place an ad on Facebook targeting a very specific group of people, and can see what proportion s...

by Indranil Guha, Michael Pao, & Sunil Raman Advertisers have always had a difficult time measuring and improving the performance of their campaigns. In the TV era, ad campaigns were believed effective, but minimal methods existed for advertisers to understand whether a specific campaign should be credited for a growth in sales. The evolution and advancement of search has provided an incredible opportunity for businesses to identify and target high value customers who have communicated a very specific intent. Further, they can track these customers much deeper through the purchase funnel to understand whether a lead that was generated by a specific campaign was converted into a paying customer. As businesses new and old try to take advantage of this new customer acquisition channel, they have encountered a new set of difficulties, with a very similar refrain. Attribution is Tough, Even with Click-Level Data  Even with search marketing, attribution of marketing efficacy is...