Marketing White Papers

Google – Principles of Mobile Site Design: Delight Users and Drive Conversions

Consumers increasingly rely on the mobile web for research and discovery, which makes it more important than ever for companies to have an effective mobile presence. But what makes a good mobile site?

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• Homepage and Site Navigation
• Site Search
• Commerce and Conversions
• Form Entry
• Usability and Form Factor
• Technical Checklist

Content: How 5 Small Businesses use content to attract leads and transform their marketing

To get in on the action and start seeing real results, you have to move that traffic from the Internet superhighway into your store/website/blog/etc.

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• Write an eBook Bestseller
• Put together a “Downloadable Kit”
• Send out an educational email series
• Produce a video series

Google: Growing Your Business With AdWords

Getting the most out of AdWords requires ongoing experimentation. Whether you’re brand new to AdWords or an AdWords veteran, following the guidelines in this booklet will help you create and hone your campaigns to give you the maximum possible return for your advertising investment.

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• Get the basics right
• Expand your reach
• Measure your success

Hootsuite: Social Customer Service

Today’s highly connected customers expect immediate and relevant experiences from brands on whatever channel they choose, and make no distinction between social media accounts owned by Marketing, Customer Service, or any other function.

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• Serving the Social Customer
• What Customers Expect from Brands
• Benefits of Social Customer Service

Facebook: Mobile Retargeting for Retailers

Mobile retargeting, made possible by Facebook, opens advertisers, especially those in e-commerce, a scalable opportunity to connect with current and potential customers throughout the multi-platform, multi-site buying process.

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• Mobile Advertising Opportunity
• Mobile Retargeting
• How to Get Started

AdWords – How-To Guide: Online Advertising and Google AdWords

Ads have both visible and non-visible components.This White Paper will help you identify the most effective marketing initiatives.

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• What is AdWords?
• What is an AdWords Ad?
• Effective Keywords
• Tips for Creating Good Ads

Instagram – Authentic Visual Content

Customer photos are the most authentic and compelling brand assets available today. Thanks to the mass adoption of smartphones and photo-sharing platforms like Instagram, they are also incredibly abundant.

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• To quantify content
• Shoppers use and trust customer photos
• Placement, shopability and promotion
• A rapid (and welcome) evolution

Mashable – How-To Guide: Twitter Marketing

Twitter is a great platform for projecting what your company is doing and accessing a large audience. Great way to hear and respond to customer feedback.

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• To get the most engagement on Twitter
• Your Tweets can promote products, events, offer contests or giveaways
• Tweet with announcements such as a sale, special, new product
• Retweeting something that might be relevant

Instagram: Creating An Instagram Marketing Strategy

Success for brands on Instagram takes more than publishing attractive images—it is the product of thoughtful strategy, a well-defined brand identity grounded in visual creativity and effective community management.

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• What will Instagram allow you to do that other platforms don’t
• Who is your target audience, and which members of your audience are active on Instagram
• How will Instagram integrate with other networks in your social strategy

Harvard Business Review: How to Give a Killer Presentation

The most memorable talks offer something fresh, something no one has seen before. The single most important thing to remember is that there is no one good way to do a talk.

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• Research Findings
• Financial Presentation
• Product Launch
• VC Pitch
• Keynote Address