Buying email lists in 2021, the right way to spend your 2021 marketing budget, and my 27 favorite blog post examples from all industries ...this is THE LATEST!
👀 Extra, extra! Read all about it!
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I've spent a good chunk of today writing out the talking points for my upcoming keynote at our Website Optimization Summit on March 23, during which I'm talking about the most well-intentioned (but super costly) mistakes businesses make with their websites.
(Fun fact, I initially spelled "mistakes" as "misteaks" in the line above... I think I'm hungry.)
Anyway, want to know how far I've gotten?
That's because... ugh, I'm in such a snitty fit of rage right now.
You see, I spent about two hours today before work and during lunch looking at house painting companies, because I want to paint my office a divine shade of rich, jade green.🌱
Not a single company I found had anything resembling pricing information on their website... just presumptuous, annoying "request a quote" buttons as far as the eye could see. (If you've been around IMPACT for any length of time, you know this is a huge no-no in my book, no matter what industry you're in.)
Seriously, across 11 different local house painting business websites, I couldn't find a single blog post, video, or pricing page sharing any information on how much something like painting a room may cost. I get that there are a lot of factors that influence painting project costs, but I couldn't find anything that told me if painting a room cost closer to $300 or $3,000 – or what would drive that figure up or down – and that's a huge problem.
I finally caved and submitted a quote to a website – a website that asked me if I preferred email communication or phone communication for my answer, and asked for explicit dimensions and specs for the project so they could give me a ballpark figure.
Then... within an hour... the calls started rolling in...
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I received no emails (as I requested) and instead was subjected to SIX PHONE CALLS in less than three hours... three of which were within the FIRST HOUR.
I missed the first couple calls because I was in a meeting. By the time we were at the fourth call, I just started ignoring them, because this is exactly what I wanted to avoid. I was just doing research. I was not ready to schedule a project. Heck, I'm still at the point where I'm trying to figure out where in my budget this project will fit (and when), so I'm not ready to talk with someone.
I would have even settled for an email that said, "Hey, I know it's only a 10x10 room with paint you're providing, but the project has a few complexities we need to talk through before we provide you a ballpark figure. Can we schedule a time to talk through your needs?"
Moral of the story? Don't create this experience for your prospects. I don't care what your industry is, put your pricing on your website somehow, some way. If Berry Insurance can do it, so can you.
And then respect the experience of your buyers. For instance, don't ask for communication preferences only to completely ignore those requests.
In one afternoon, without having a single conversation with an employee, that company broke my trust and lost my business. I don't care how great their reviews may be, the customer experience was so infuriating and intrusive.
So, ask yourself – are you creating the same frustrating experience? Be honest with yourself. And if the answer is yes, how much money has potentially walked out the door because of that? The time to make a change is now.
Sigh... anyway, I'm going to go find some steak.🍖
👉 Should you still be buying email marketing lists as a company in 2021? (8-minute read)
If you're a marketer or own a business, you've probably received an email (or many) with the promise of a targeted, opted-in, or verified email list that's just a credit card transaction away. On the outset, it sounds good, right? After all, it's an instant list of leads without all the work of actually getting anyone to come to your website and elect to subscribe to your emails. What could go wrong? A lot. Packed with loads of experience and research, this article from IMPACT Director of Demand Generation Kristen Pecka on whether or not you should buy email lists for your company is an absolute must-read before you make any moves.
📚 Related reads and resources:
👉 How should you be spending your 2021 marketing budget so you can rebound from 2020? (4-minute read)
With a global pandemic, social unrest, and a volatile marketplace throwing every part of life into disarray, 2020 was a year that made us question everything. Even though many challenges remain, 2021 could be a year to level set, take stock, and chart a new course forward. With a new year before us, how can we best allot our annual marketing budgets to assure we reach our business goals? To get the answer to this question, IMPACT Revenue Editor John Becker sat down with IMPACT CLO Chris Duprey to discuss explicitly how businesses like yours can make the most of their 2021 marketing budget for the best results.
📚 Related reads and resources:
👉 27 business blog examples you need to see and copy immediately, updated for 2021 (15-minute read)
As IMPACT's editor-in-chief, this is one of the most common questions I address with internal and external contributors: "I know what I need to write about, but I don't know what the end product should look like. Do you have any blog post examples that I can look at?" Whether you are just now planning to start a blog for your business or you're a digital marketer who has been blogging for some time on behalf of companies, my goal in this article is simple – I've hand-selected a broad range of world-class blog post examples across a wide variety of industries that you'll want to copy with your own strategy ASAP.
📚 Related reads and resources:
![[THE LATEST] Inside hell's kitchen 👩🏽🍳](https://lh3.googleusercontent.com/blogger_img_proxy/AEn0k_v2n0Rf9Rs7EtOZoUbv80ByxH3Ga-TN_36dPupfCAduWv9fvXATyQBN1Jq_TVn76_Dy1_s63g9M1KbpHAEjgSfPr1xZKHDtonnu-N4JJwb3pP17__uaRuRH9wcKN_nmjqDMkm0O-Y7z_HQEG1M1APYwOIKpWKKY8IVkY6PRfR5PPTjDsKG4-eQgAvA0jhhVFhFEFOAHCwNghz9AqE_HFanyuchjmrmEmJErBlWNnG2F2_hARIwOCLDCWYn95VNz0T-C9W7HIqAVMtQyPGtygDc=w72-h72-p-k-no-nu)
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