daily 02/17/2017

February 17, 2017 Leave a comment
    • Trump sparred with the press for over an hour
    • complaining he inherited a “mess” and slamming stories that his campaign was constantly in contact with Russia as “fake news.”
    • Trump held court during a news conference that lasted an hour and fifteen minutes, carving out a stunning moment in modern American political history. He displayed a sense of anger and grievance rarely vented by a President in public —
    • The leaks are real. The leaks are absolutely real. The news is fake because so much of the news is fake,” Trump said.
    • “I’m here again to take my message straight to the people
    • Trump in fact predicted how his animated and unorthodox news conference will be interpreted in the press.
    • The general impression was of a president who is deeply frustrated at the way his new White House is being portrayed and who had decided to take matters into his own hands with a dramatic intervention.
    • We have made incredible progress. I don’t think there’s ever been a president elected who in this short period of time has done what we’ve done,” Trump said.
    • Trump was repeatedly pressed on whether his campaign staff had been in contact with Russia, as a widening drama over his alleged connections with Moscow dominates news coverage.

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daily 02/16/2017

February 16, 2017 Leave a comment

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daily 02/14/2017

February 14, 2017 Leave a comment
    • Just weeks into Donald Trump’s presidency, you would think that everything had changed
    • “We have a president who has done more in three weeks than most presidents have done in an entire administration.”

       

    • But Miller was dead wrong about this. There is a wide gap, a chasm even, between what the administration has said and what it has done.
    • So far, Trump has behaved exactly like he has throughout his previous career: He has generated intense attention and sold himself as a man of action while doing little other than promote an image of himself as someone who gets things done.

      Story Continued Below

       

       
       
       

        

       

       

    • The official documents have all the patina of “big deals” but which when parsed and examined turn out to be far, far less than they appear. Take the order authorizing the construction of a border wall between the United States and Mexico. Th
    • it is unlikely that a presidential memorandum has any legal bearing on how that issue is resolved given that it lies within the purview of the Army Corps of Engineers and cannot simply be countermanded by the White House.

       

    • The other says that the administration will seek to use existing laws to crack down on trafficking. You would have known none of that from the headlines both supporting and denouncing the efforts. Breitbart claimed “Trump Signs Three Executive Orders to Restore Safety in America”
    • and clearly, the Trump administration is determined to do a variety of things—from border security to health care to trade to immigration—that many, many Americans find objectionable, wrong and against the best interests of the country.

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daily 02/13/2017

February 13, 2017 Leave a comment

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daily 02/12/2017

February 12, 2017 Leave a comment
    • client analytics
      • what is client analytics
    • Most clients have no idea what we do.
    • When you get down in the weeds, and start describing how exactly to get from A -> B, you start to lose them a little as glazed over eyes stare back at you.
      • how will we get from a to B
    • More often than not, clients are paying us based on trust. Or a leap of faith. Or our smiles and fashionable clothes.
    • You piece together a meager cost plus estimate that rarely includes Profit (and you’ve undoubtedly underestimated Project Management), double check the marketplace, and rush it out the door.
      • cost plus is bad for seller
    • In contrast, the best, most profitable agencies use value-based pricing. Instead of starting with what their internal costs might be, they start with forecasting:
      • But how do you Determine Value?
    • historical averages of traffic and leads.
      • We need this baseline – traffic, leads from SLXdo we have a conversion rate?
    • Boom. If simple conversion tweaks and changes can lead to $40K-$160K+ in new revenue, there’s MORE than enough room to pay you 20-30% of that.
    • Why Fixing Your Client’s Analytics Should be Priority #1

      • hey I am my own client
    • If they don’t have a complete view of their marketing and sales funnel – which, like 97.75% of companies are guilty of – you’ve got a problem.
    • Maybe the conversion-tracking pixel is on the wrong page (or even worse, sitewide). Or perhaps they’re using legacy CRM software that doesn’t allow you to figure out what happens after someone becomes a lead (like, where’s da revenue coming from?!).
      • hey that sounds right
    • accurate benchmark of where a company is at right now.
      • okay- how?
    • Reason #1. Determine Where Results are Currently Coming From
    • But the real value comes in analyzing which channels specifically are driving leads and customers (and how much each is worth).
    • Reason #2. Isolate Campaign/Promotion Attribution
    • helping you identify patterns and discrepancies between how visitors from each channel (like cold vs. warm traffic) add items to your cart or complete a purchase.
      • or progress to meetings
    • For example, SEO is a lagging indicator
    • new leads converted from said traffic,
    • My favorite thing to witness is a fiftysomething executive who has literally zero knowledge of art and design, or the owner of an old-school insurance brokerage, make specific design critiques and changes (like, “I think that shaded border should be gold instead of gray”).
    • So how can design, something so subjective that every client thinks they can do better than your Creative Director, deliver quantifiable results that will allow you to charge more?

       

    • Ok cool – then in reality they don’t just want or need one landing page, but they’re gonna want (and need) multiple ones. Here’s why (and how to sell it).
    • Landing page design will help dictate Quality Score, which has been proven multiple times to influence your Costs Per Click (and thus, Cost Per Conversions).
    • “If your quality score increases by 1 point, your cost-per-conversion decreases by 13%,” according to Jacob from Disruptive Advertising.
      • Whet Is our cost per conversion ? How do we even define Conversion?
    • “If your quality score increases by 1 point, your cost-per-conversion decreases by 13%,” according to Jacob from Disruptive Advertising.
    • We compared results to the same period, prior year to rule out seasonality. So in 2015, their Cost Per Converted Click was $482.41 and their Conversion Rate was only 4.08%.

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daily 02/11/2017

February 11, 2017 Leave a comment
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daily 01/17/2017

January 17, 2017 Leave a comment

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