Forbes Archives

11 Steps To Take When Sales Copy Isn’t Converting

Meg Ugenti | Forbes Councils Member | Forbes Communications Council

Creating a steady pipeline of leads you can sell to is critical to the growth and success of any company. Without being able to connect properly with your potential customers, generating revenue would be virtually impossible. Where the “rubber meets the road” in sales, so to speak, is during the conversion process. During the past year, as the world stayed home to deal with a global pandemic, writing quality, effective sales copy became more important than ever for converting prospects online.

If your sales copy just isn’t doing the job it’s supposed to do, there are specific steps you can take to make sure it is engaging and persuasive enough to convince online shoppers that your offering is the one they need. Here, 11 members of

11 Tips To Improve Your Email List And Get The ‘Right’ People

Meg Ugenti | Forbes Councils Member | Forbes Communications Council

An email list is a convenient way to reach customers who prefer more personal contact with companies, but marketers should be wary of the decline in quality of their list as time goes on. Changing engagement rates or an undefined target audience could mean marketers are no longer reaching the right people with their messaging.

Working with your company’s sales team and sending out bulk emails are just a couple of steps that will help you enhance your email list and add the right people to it. Marketers, however, may need other methods to directly solve this issue with their email lists. Below, 11 Forbes Communications Council members offer even more tips on what can be done to improve […]

14 Top Tips For Brands Working On Messaging For Mobile Marketing

Meg Ugenti | Forbes Councils Member | Forbes Communications Council

If you’ve ever accessed a site on your phone or tablet that had copy or imagery that was difficult to see or ran off the screen, you probably realize that not every business has optimized their online content for mobile applications. Of course, the distinctions between how content behaves and engages users who are viewing it on a laptop or desktop computer versus on a mobile device run deeper than just screen size.

Communications professionals who are crafting digital marketing content have to consider how it will come across to users on various types of devices, and optimizing for mobile can be tricky in some cases. For guidance on how to ensure your messaging is as strong and persuasive for mobile audiences as it is for desktop users, […]

12 Marketing Strategies To Use For The Decline Of Brick-And-Mortar

Meg Ugenti | Forbes Councils Member | Forbes Communications Council

Marketers may find difficulty in promoting a brick-and-mortar company while they see their numbers go down during the pandemic. Seeing a rapid decline in businesses during the pandemic made marketers think outside the box and explore techniques like omnichannel and rebranding the customer experience to further promote a company digitally.

With more ways for a company to provide services and products, marketers will have to promote campaigns and other programs in creative ways. Below, 12 Forbes Communications Council members provide tips on ways business leaders can still develop a strong marketing effort in these times of struggle.

Evolve Along With The Traditional Landscape

Marketers as a whole, especially in 2022, are creative thinkers and analytic problem solvers. While the traditional landscape of brick-and-mortar is […]

The Evolution Of Direct Marketing

Meg Ugenti | Forbes Councils Member | Forbes Communications Council

Direct marketing—a marketing term that some have characterized as a tired or outdated form of marketing—is having its moment in the sun again. Have you spoken to a Gen-Z or Millennial marketer (like me) in the last five years about direct marketing and then heard an audible sigh? I would suggest bringing the topic up again and seeing what kind of response you get this time around.

While it’s true that direct mail is still a viable (if not thriving) marketing channel, many people only think of physical mailers when they hear “direct marketing.” But modern direct marketing has become an incredibly powerful tool for businesses looking to engage with their target audience and drive conversions. Thanks to advancements in technology, direct marketing has opened up new avenues—including email marketing, social media advertising, and […]

14 Tactics Executives Can Use When On A Budget For A Marketing Campaign

Meg Ugenti | Forbes Councils Member | Forbes Communications Council

When companies are on a budget, marketing teams must come up with creative ways to promote a brand. This may include everything from keeping the message short and sweet to using original content to appeal to the company’s customer base. There is never just one way to compose a strategy to get the message across when working with constraints.

Since marketers have many avenues to promote a brand, the possibilities are endless and acts as a chance to show creativity at its best. Here, 14 members of Forbes Communications Council share tips on how promoting a brand can still be effective while on a budget.

Get Closer To Your Customer Based

With every marketing campaign, it is about knowing your audience. […]

14 Things For E-Commerce Businesses To Look For A Marketing Firm

Meg Ugenti | Forbes Councils Member | Forbes Communications Council

Once it becomes a financially feasible, viable option for them, hiring a marketing firm is a big step many companies take to help grow and scale their business. Because agencies often cater to certain types of clients and industries, their areas of focus, menus of services and other important traits can vary widely, so there are some key things to look for when shopping around for one to ensure you find a firm with relevant experience that can meet your marketing needs.

If yours is an exclusively e-commerce business, the attributes you want to seek out in a marketing firm might be distinct from those that would benefit a retail operation with physical stores. To find out what kinds of qualities, expertise, practice areas and other features e-commerce […]

How To Enable Marketing And Sales Teams To Drive Holiday Conversions

Meg Ugenti | Forbes Councils Member | Forbes Communications Council

While it might seem early to consumers, the holiday shopping season is right around the corner. The amount of revenue coming in at this time can either make or break a business’s fourth-quarter profit margins, and much of this depends on the brand’s level of preparedness. As Black Friday looms, smart companies already have their communications teams gearing up to help the sales and marketing teams drive holiday conversions.

Company leaders need to ensure that their brand messaging and holiday marketing initiatives will actually help sales reps to convert prospects during one of the most potentially lucrative times of the year. To that end, Forbes Communications Council members share their best advice for setting sales teams up for success this holiday […]

14 Proven Methods For Boosting Email Click-To-Open Rates

Meg Ugenti | Forbes Councils Member | Forbes Communications Council

Email can be a highly effective communications channel, as long as you can get people to actually open your emails. A comms team can play around with different subject lines or try to make emails more interactive; however, figuring out how to get subscribers excited enough to open the emails you send to their inboxes can feel like trying to solve a puzzle.

Members of Forbes Communications Council understand the immense value email marketing still holds and possess real expertise in executing email campaigns. Here, 14 members detail their favorite tried-and-true methods to improve click-to-open rates on marketing emails.

Build A Holistic Campaign Approach

Email marketing is more impactful when the message and timing are aligned with a holistic campaign approach. When an email is used […]