Great Big Book of Things Marketers Say

Great Big Book of
Things Marketers Say
A huge collection of shareable pithy, amusing, guiding, and sometimes biting
quotes from marketers and marketing managers around the world.
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Fourth edition
Updated: 6 August 2013

Introduction
Marketers are quick to share; this book is a testament to that.
Marketers in my network have contributed (at last count) nearly 200
quotes, most of which are presented here as bits of advice, best
practices, laments, observations, and kudos for you to read and, of
course, share.We hope you enjoy them all.
Not everyone quoted here is a marketer, but most are.There are a few
quotes from clients or people who buy marketing services. I found it
quite interesting to read their take on marketing as a service or our skill
sets as marketers.
My company, Spider Trainers, is a marketing-services provider with
SEO in its DNA.We design, develop, and deploy blast, drip, and nurture
marketing campaigns that greatly improve yourSEO and that support
your marketing department’s entire calendar.
We also create content such as this eBook with a fair degree of
regularity.Our publications are designed to educate our clients and
enable them to participate in the campaigns we build for them.
For lots more information on automated marketing, please drop by our
website and visit our resources page.
Please check back often.There is a revision date on the cover.The
quotes keep pouring in and we don’t want to miss a single one.
I hope you enjoy this compilation.
CyndieShaﬀstall
Author and founder ofSpiderTrainers
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Customer service is the most important factor
influencing buying decisions
and how much people trust a company.
— Dimensional Research
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©2013 The quote on this page is the copyright of the author listed above.
“ ”

When it’s exceptional — truly exceptional —
the whole world
might hear about it.
— Kevin Allen, Entreprenuer.com
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“
”

You can do anything,
but you can’t do everything.
— Andrea Kennedy, marketing strategist, speaker, and educator
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“
”

Inﬂuence is one of the most important —
and misunderstood
— concepts in marketing today….
— Michael Krigsman, ZDNet
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“
”

Don’t
republish; repurpose.
— Cyndie Shaﬀstall,
author and founder, SpiderTrainers
Posting your inbound content to syndication sites is a great way to
extend your reach beyond the borders of your own website and
marketing list, but don’t stop there. Don’t just republish the same
content at multiple sources, repurpose.
Make a YouTube orVimeo, record a quote from the press release as a
short video, chop the video into short bursts forVine and Instagram,
use the text for social-media postings, develop a slide deck, use related
stats as an infographic, and share accompanying graphics on Pinterest
are just a few ideas for getting the most from your valuable content.
To learn more about how you can use multi-touch marketing to extend
the reach (and add some legs) to your campaigns, send an email to
Spider Trainers.
For a good read, download our multi-touch marketing eBook:
The Power of Print (in Marketing)
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“ ”

If you can’t measure it,
you can’t manage it.
— Dr. Surya M. Ganduri, PhD. PMP
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“ ”

To make people want to follow you,
you have to be saying
interesting things.
— Marty Nemec
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”

If it’s not something you would want to
end up on the front page of NewYorkTimes,
don’t post it on Facebook…
— Monika Baraket, Accelerate Business Resources, LLC
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“
”

Don’t just post, participate.
— LisaTilt, FullTilt Consulting
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“ ”

Marketing [your] business is a
full-time job.
— Lisa N. Alexander,The Marketing Stylist
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“
”

Just because
they have a
marketing title,
doesn’t mean they
know anything about marketing.
— Carolyn Goodman, president, creative director, Goodman Marketing Partners
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“
”

Today’s customers
want to feel they are
interacting with people,
not faceless corporations.
— Katrice Svanda, Digital Impact Agency
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”

Video is driving
content across the web.
— Diane E. Curtis, Atlanta-based social media strategist and blogger
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”

Fan counts are the least of my concerns.
Fans don’t buy from you,
customers do.
— Brian Moran, Get 10,000 Fans
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“
”

There is nothing in the rule book
that says eﬀective marketing has to be
expensive.
— Ruth Peebles,The INS Group
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”

— Bola Olonisakin, GTechDesigns LLC
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Instant recognition of your brand is
your goal.
“ ”

Google+ is a mystery
and using it for marketing purposes
is more mysterious still.
— Anna Colibri, tech coach
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”

In business, there are multitudinous layers of lying.
And it’s something you need to understand in order to make the
best decisions for your company.
— Susan Schaﬀer, Founder, president, Market, Inc. Marketing Catalysts
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“
”

Always stress the
features,
benefits,
and
advantages
of anything you are marketing.
— Stu Leventhal, president, Lexicon
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“
”

The content you create
does not have to be
directly related to
your industry, it has to
be relevant and valuable
to your audience.
— Jo Lynn Deal, myMarketing Cafe
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“
”

…
treat networking like a form of marketing
…
— Nathalie Lussier, OﬀThe Charts
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“
”

Marketing isn’t magic.
There’s a science to it.
— Dan Zarrella, Hubspot
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“ ”

Word-of-mouth referrals
still remain one of the
least-expensive ways to
generate repeat fans and new customers.
— Michele Landis, senior business development director,
PickPointz Sports App, 2020 Marketing Group
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“
”

Facebook is as
fickle and varied
as its 500 million
active users
per day…
— Karine Heyden, AskKarine.com
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“
”

Share
In order to develop relevant content in
social postings, marketing messages,
and web pages
you must
know your
audience.
When you’re trying to buy the ideal gift for someone, you visualize
them and think of their needs while you are shopping or planning to
shop.You run through a mental list of needs, wants, hates, loves,
interests, and perhaps ambivalence. Building buyer or marketing
personas is the same exercise, but doing so for your business. It will
help you to develop content; be that emails, white papers, web pages,
or the like.
You can be as general or specific as you choose when defining
personas, but keep in mind that the more specificity you provide, the
more targeted your messaging (or web-page content) can be.
For a quick exercise in defining personas, try our online tools, or
contact usand we’ll help you define your personas.
Click here to access our free online B2B persona profiler
Click here to access our free online B2C persona profiler
“
”

Perfectionism is a completely
understandable defense mechanism,
but, in reality, is simply a delay tactic
to avoid the possibility of failure.
— Andrew Grant, internet marketer, passionate blogger,
and believer in paying it forward
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“
”

…your employees aﬀect how
your customers react
to your company.�
— Hilary Hamblin, Momentum Consulting
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“
”

A lot of email marketers take it very personally when people
drop oﬀ their list.They fret and sweat over every lost reader. But
I argue that there are many reasons why you want to
celebrate— not mourn — when someone
unsubscribes from your list.
— Beth Hayden, CopyBlogger
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”

Events are content-marketing machines.
— Heidi Cohen, actionable marketing expert
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“
”

Inbound marketing has gotten a reputation for being
the sexier, less-intrusive
marketing solution that brings about magic results.
— Michael Kaiser-Nyman, Chief Marketer
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“
”

Well-written content that focuses on
key phrases
is the best tool you can use for search-engine optimization.
— Jared Jaureguy
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“
”

Content generating takes
a lot of brain cells
in order to come up with
quality articles or blog posts.
— Gail Mallo, social media manager
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“
”

If your gut tells you there’s a
problem with the
strategy, creative, or offer,
there’s probably a
problem with the
strategy, creative, or offer.
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“
”

The time is now to humanize your brand.
— David Schwartz, owner, digital brand strategist and educator,
Brand Education Services, LLC
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“
”

Ask yourself what content would be
so engaging, that people are
compelled
to share it with their networks.
— Kevin Baldacci, content marketing analyst, Salesforce’s Desk.com
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“
”

Everyone needs at least one buyer persona.
Otherwise, who the heck
are you marketing
and selling to?
— Dolly Howard, inbound marketing consultant and
account manager, SmartBug Media
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“
”

Understanding what works
for your social-media networks and your business comes from an
understanding of what your
audience is looking for.
— Jessica Lee, Search EngineWatch
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“
”

Content marketing
is all about
earning trust
as a thought leader in your industry
by producing and sharing
insightful content.
—Yoav Schwartz, Uberﬂip
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“
”

Millennials are used to teamwork
and making good friends with
people at work — they will
consistently need social media.
— SM Strategies
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”

There’s no shortcut to long-term success or a magic pill that creates results.
It comes down to understanding your audience and then planning out how
to best approach and engage them.
Testing,
learning,
failing,
improving,
posting,
testing,
and learning.
— Joshua St. Aubin, director of digital innovation,
Schiﬁno Lee Advertising + Branding
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”

Social media marketing isn’t just about getting your message out there; it’s about
building strong, mutually beneﬁcial relationships with your customers and partners.
They key to doing so successfully is simple:
trust.
— Social MediaToday
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”

Delight is in the heart of the receiver.
What delights me won’t necessarily delight you the same way.
— Pam Moore, CEO, founder, Marketing Nutz, digital marketing,
conversion optimization agency, ForbesTop 10 Social Media Inﬂuencer
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”

Only data can truly show you how successful any
digital-marketing investmentreally is, so make
sure you have an analytically driven, data-focused reporting strategy in place
to deﬁne what success really looks like.
— Jon Morris, guest author,The Moz Blog
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”

Despite all the hype about death of email, the fact is that
email is now also the most-
trusted form of lead generation
and it is one tactic, which will
remain the most important
in the near future.
— Hamza Hamza, Inbound Marketers, Ltd.
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”

For a story to be good,
for it to be effective,
it has to be compelling.
Give people a reason to wantto listen.
Gain permission,
then, tell them a story
about how a product or service will helpthem.
Focus less on the whatand more on the why.
— Price Allan, owner, Brown Rooster Communications, LLC
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“
”

Good content writing is
similar to baking a cake.
The ingredients you put in,
or leave out, will determine
whether or not your post rises or falls.
— Glen Andrews, guest blogger, Basic BlogTips
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“
”

Herding prospects to your website and then trying
to capture who they are is no longer enough.You must
engage with prospects and customers at
their playgrounds, if you want to stand out from
the competition and be heard.
— Manoj Ranaweera, founder and CEO, www.edocr.com
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”

…the best-run and most-successful companies
convey one clear,
understandable story
through every
action that they take,
not solely through their marketing.
—Ty Montague, co: collective
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“ ”

The world of marketing is a constant struggle
to stay ahead of your competitors by bringing
something fresh and
effective to the table
every time so that you can
claim your piece of the action.
—Victoria Heckstall, Giveaways 4 Mom
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If you are writing something that’s unique and people
might have a feeling of otherwise missing out on, then this
is a fantastic trigger to get people interested
in your content.
— LeoWidrich, Buﬀer
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“
”

Transparency
implies
openness,
communication,
and
accountability.
— Jessica Ann, Jessica Ann Media
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“
”

In days gone by, a misguided marketing campaign had low risk of
massive failure, but today with the speed of a keyboard, your carefully
designed call to action could easily become national joke fodder and
shared not just in text, but also in video and audio.Word of mouth has
never spread so quickly or so destructively.
Along with the increased speed ofWOM has come the speed and
visibility of testing and it is readily available to everyone.
If you’re ready to take a deep dive into the behavior, analytics, and
acceptance of your campaign design, messaging, and delivery,Spider
Trainers can help.We specialize inA/B and multivariate testing of blast,
drip, and nurture campaigns speciﬁcally designed to help you get
smarter faster. Contact us.We’re eager to help you identify the gaps
and then design a testing plan for ﬁlling those in.
Download: Blast, Drip, and Nurture —Automated Marketing
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Today’s marketing is a lot like
playing pinball.
“
”

Marketing is like juggling balls
— every hand needs to work together.
— Martin Stein, CMO, FileThis, Inc.
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Your online business reputation relies on
positive reviews left by your customers.
But if you’re a turd, let’s face it,
you won’t be getting any
positive reviews and testimonials.
—Viktor Nagornyy
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…in most organizations, innovation
isn’t hampered by a lack of ideas, but rather
a lack of noticing the good ideas already there.
It’s not an idea problem;
it’s a recognition problem.
— David Burkus, assistant professor of management,
Oral Roberts University
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“
”

Marketing is Latin for
’let’s just try sh*t
until we see what works.’
— Mike Dewey, Hunting Insider
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”

�…without proper keyword research,
inbound marketing eﬀorts can be
misguided, budgets misspent, and
strategies designed on a poor foundation.
— Proven Ranking
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“
”

Outbound marketing
is about interruption.
Inbound marketing
is about discovery.
— B2B Digital Marketing
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”

Marketing is like sex:
everyone thinks they’re good at it.
— SteveTobak, management consultant and executive coach
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”

Maybe that’s why whenever I catch a typo
in someone else’s marketing, I’m suddenly a little bit happier.
…
Seeing other people’s mistakes
just makes you feel a little less alone in this crazy world...
—Vicky Carrasco, marketing and communications manager,
High-Impact-Prospecting, LLC
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“
”

A poorly
aligned keyword set
poisons the rest of
your marketing tactics
leading to confusing results
and poor returns.
— Jerry Nordstrom, founder and CMO, Lead Discovery
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“
”

A good subject line
will make people want to see
what happens next.
— Jim Morton, marketing communications specialist, Goolara, LLC
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“
”

Bottom line:
sending to people who have not requested
communication from you is
spam
— don’t do it.
— Sean Mitchell, client success manager
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“
”

Rented or purchased lists
are like rented or purchased love....
You wouldn’t tell your mom,
and you don’t know where they’ve been!
— Bruce Carlson,VP sales, MessageGears
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“
”

You have to give the prospect a
very good reason
to give you their email address.
— Stan Horst, Facebook marketing professional
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“
”

Success starts with how you view yourself,
and the level of conﬁdence within you reﬂects
what you are capable of achieving in life.
— James Patterson, Home Base Marketing
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“
”

I think
thought leader
is thrown around carelessly, so the value has been diminished.
— Jeremy King, business development director, ElementThree
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“ ”

A
true marketer
always looks for answers on the eﬀectiveness
of any marketing campaign.
Answers give marketers ideas and
stimulate creativity to make the
next campaign better.
— Mike Deuerling, MarketingDoc to small business owners;
strategic marketing, publisher, speaker, teacher, and tactical media expert
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”

Getting visitors to your site is great, but if
they’re not interested in what you have to oﬀer,
what’s the point?
— Amanda Prior, ﬁnance/systems professional, Symbiotic Alliance Ltd.
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”

Not everything that
counts can be counted,
and not everything that can be counted counts.
— Albert Einstein
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”

…it’s impossible to determine
how long a brand’s
following will last.
— Steven Saunders, director, Syntegrity Group
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”

Social media
is also that
one big party
everyone wanted to be invited to
and now as a CMO, you have to play host and be sure everyone is
introduced, happy about being there, and
wants to come back again.
— Richard Baron, consultant,WhatsNet Digital Marketing
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”

If you’re anSMB, you know ﬁrst hand the challenges of staying ahead
of the curve and dreaming up creative messaging under pressure.
Larger marketing departments are challenged too.With strict budgets,
multiple stakeholders, teams to manage, and resource constraints, it’s
amazing that projects get done at all.
Outsourcing is the solution: 53% of surveyed marketing executives
plan to use external resources to help with their marketing.
Spider Trainerssupports marketing departments of 0 to 100, and all
those in between. We design, develop, and deploy drip and nurture
marketing campaigns that provide the foundation for your entire
marketing calendar.We keep you top of mind and warm leads for
passing directly to your sales team, even when you cannot.
Contact usand we’ll design a program especially for you.
Download: When Marketing Becomes the 800 lb.Gorilla
Share
Outside marketing help
might not be just
the best solution,
but the only option.
“
”

Marketing
are the things we do to
gain prospects’ attention
and
regain clients’ attention.
— Shawn Greene, Savage and Greene
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“
”

Consumers want to feel important,
and your content should be created to
make them feel special.
— David Schwartz, owner, digital brand strategist and educator,
Brand Education Services, LLC
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“ ”

…make sure
everyone in the
organization
understands
why selling a solution is better than a
simple sales transaction…
— Craig Preston, director of sales and marketing in the high-tech industry
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“
”

Respond to all negative and positive feedback
publicly.
— Jason Houck, owner,WeighYour Mind Media
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“ ”

Know your
market/audience
and the
situation/context.
Everything else follows.
— Dr. Brian Monger, senior marketing consultant and CEO,
MAANZ International
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“
”

Know your audience’s pain points,
their customers, and
their customers’ pain points.
— Keith Jack,VP marketing and business development,TV SaaS Alliance
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“
”

Always measure
your online marketing eﬀorts.
Lane Edwards, regional sales manager, Act-On Software
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“ ”

Focus on
building relationships
with your ideal clients,
not on selling them stuﬀ.
— Scott A. Dennison, small-business strategist and marketing expert,
FiveTalentsVentures, LLC
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“
”

Successful SEO
must begin with
great content,
great tools, and
great resources
— resources that cannot be found on hundreds
or thousands of other sites;
built speciﬁcally to meet some need that your
target audience has and
that other webmasters will admire.
— Jim Hodson, digital marketing strategist,VisibilityVentures
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“
”

Treat your sales team as your customer.
— Michael Azzopardi, marketing manager, Genisys Group
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“
”

Do not overlook the importance of
organic
user engagement.
— Oliver Exley, managing director, Exley & Smith Ltd.
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“ ”

…show the customer
how the product will beneﬁt them;
return on investment and time savings.
Nothing speaks to a customer more than
the value your product will add.
—Tami Stodghill, press relations manager, XChange UK andThePowerXChange
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”

Be natural,
create value for visitors,
and make sure your
technical issues are resolved quickly.
— Jenny Halasz, search marketing (SEO and SEM) consultant,
speaker, and president, Archology
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“
”

You don’t need to start large to
start marketing automation.
— Michael Byers, principal,The Byers Group, LLC
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“ ”

Emails may be cost eﬃcient
but it’s no excuse to not
produce quality content
to give to a targeted audience.
— Benjamin Murray, marketing automation and digital marketing strategist, AT&T
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“
”

People may
like
you, but do you know what
they are saying about you?
— Eric Bengston, general manager, digital marketing solutions, Swift Communications, Inc.
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“
”

Digital marketing
is not easy.
— Richard Meyer, digital-marketing executive, Online Strategic Solutions, Inc.
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“ ”

…a successful search-engine ranking
is not in itself in a successful
lead-generation campaign;
in fact, it is only a piece of a
much more complex process.
— Chris Marocchi, strategic marketing consultant,
president, Klear Strat, LLC
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“
”

Get the sexy ad-agency image out of your head.
Learn math.
Live metrics.
Lead and be accountable.
— Mark Olivito, CMO, Monogram Food Solutions
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“
”

If it takes more than
a sentence or two to explain
the value of your message,
it is too complicated.
Simple is the answer.
— John Kunzier, global director portfolio marketing, Unisys
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“
”

The marketer
is not as important
as the marketing.
— Richard Hatheway, senior manager, services partner marketing, Cisco Systems
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“
”

For ongoing alignment, don’t forget to
promote your wins internally
so sales can see continuous value.
— Jeﬀ Coveney, president, RevEngine Marketing
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“
”

Always look for the link
between online research
and an in-store purchase.
That is where you will ﬁnd
conversions.
— Nithhyaa Ramamoorthy, graduate student specializing in data analytics,
actively seeking full-time opportunity
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“ ”

According to Inc.com, “I don’t know,” are powerful, credibility-building
words and that by admitting ignorance you make everything else you
say more credible.
Today, I don’t know occurs less often.With digital marketing, visibility is
great — and getting better — and, importantly, it has even provided
marketers with new insight into our traditional (oﬄine) marketing
engagement as well.
If you would like to learn more about tracking your campaign metrics,
acting on those metrics, and improving engagement, contact Spider
Trainers.We will help you to develop campaigns that give you great
insight and drive new and improved marketing eﬀorts.
Download: Marketing Metrics
Share
With any marketing campaign, your primary goal is to
increase engagement,
raise lead scores, and
determine sales readiness
in order to pass the lead to sales at the
most-appropriate moment.
“
”

Write your content for people,
not Google.
— Unknown
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“ ”

Ask questions
because any time
more than one
human is involved,
all bets are oﬀ.
— Shawn Greene, Savage and Greene
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“
”

If you are not spending at least
20% of your time talking with customers,
you are out of touch with your market.
— Keith Jack,VP marketing and business development,TV SaaS Alliance
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“
”

When judging creative [content],
never be a focus group of one
— and your spouse’s opinion is irrelevant.
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“
”

Create
emails
using
inverted
pyramid
style,
with
most
important
info
up
top.
— KathrynTowner,WinM@il email marketing and
web sales specialist,WinCommunications
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“
”

When it comes to
marketing
automation,
don’t bite oﬀ more than you can chew...
but, do
start
chewing.
— Molly Fitzgerald and Brandon Contreras,
regional sales managers, Act-On Software
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”

Don’t send too many [emails], too fast.
Warm up your IPs and establish a pattern
before you
start blasting.
— ChrisWade, director of sales and marketing, ListMarketer Software
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“
”

Seek to
build relationships
with clients and prospective clients,
not visitor counts, followers, fans or Likes.
— Patrick Nelson, professional webmaster creating proﬁtable,
results-oriented, marketing-led websites
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“
”

It’s not a prospect’s jobto understand
what we want to talk about in our sales or marketing
message. It’s our jobto make it so they can see
themselves beneﬁting from working with us.
In eﬀect, relevance marketing
makes prospects subconsciously or even consciously
say,“Wow, this marketing
message is about me.”
—TedVinzani, owner, Accelerated Sales and Marketing
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“
”

Always stress the
features,
benefits, and
advantages
of anything you are marketing.
— Stu Leventhal, president, Lexicon
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“
”

Humor works
— unless you’re the only one laughing.
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“ ”

Don’t make assumptions about your recipients.
Test, test, test.
— Gabriella-Mischel Rapone, email marketing director and consultant,
Ace Maverick Media, Inc.
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“ ”

Know who the
end user is going to be;
craft your story for them.
— Price Allan, owner, Brown Rooster Communications, LLC
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“
”

Marketers need
the confidence to say,
‘This is what
really matters to our buyers.
So here’s the plan.’
— Adele Revella, Buyer Persona Institute
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“
”

Lay a solid structural code foundationfrom the back end,
high-quality contenton the front end, and
engage your audience on multiple social platforms.
— Lori Smart, social media and SEO strategist, Smart4
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“
”

Understand your audience,
write contentfor them, and
provide a method for conversion.
— Jim Johnson, digital strategist
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“
”

…relationships get [the] business.
— Suresh Mehta, marketing consultant, John Oakey & Mohan Ltd.
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“ ”

Send the
right offer
to the
appropriate segment…
—Warren Cottis, marketing director, 360 Digital Performance
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“
”

Involve your sales
counterparts because
you’ll need their
buy-in and feedback
on lead-qualiﬁcation strategies.
— Derek Grant, sales director, Pardot
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“
”

Lie creatively
.
— Neil Richards, market research consultant and owner, Richards Research
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“ ”

The most-eﬀective marketing delivers
content
that’s so
helpful and valuable
to the consumer they would be willing to
pay for it
— it gets them to buy over time
without even selling.
— Chad Pollitt, director of marketing, digitalrelevance™ by Slingshot SEO
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“
”

We need to stop interrupting what people are interested in and
be what people are interested in.
— Craig Davis, former -chief creative oﬃcer, J.WalterThompson
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“ ”

Segment and examine
your list regularly,
paying attention to where the contact is
in the purchasing cycle
so that you
send the right message.
— Judith Alberts, Alpha-Oh eMarketing
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…put emphasis on creating a
professional mobile presence
where you can drive consistent traﬃc…
— Allison Freedenfeld, director of product marketing, Zibaba
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Speak the customer’s language with a
creative
and
adventurous
mindset and spirit.
— Johnny Chown, managing director, Inspiration Marketing Consulting Studio
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Think of your subject line like a pick-up line:
make it great or expect failure.
— Anna Ellis, senior account manager, eTrigue Corp.
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Half the money I spend on
advertising is wasted;
the trouble is I don’t know which half.
— JohnWanamaker, US department store merchant (1838 – 1922)
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In the world of marketing, the conversion rate is the golden goose. It is
the final goal by which the bulk of our efforts are measured.Conversion
rate can be the number of white papers downloaded, the number of
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Use niche domain names to
point search engines to your landing page;
the more speciﬁc the better.You don’t just want hits; you want
quality target-audience hits.
— Evin Enry, co-founder,Tullii
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Create content that
you
would like to share.
— ColeWatts, online marketer, SEO and social media champion,TheeDesign Studio
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Try it,
track it,
find success,
and
create variations
while
ditching and recording
what does and doesn’t work.
— JeﬀTaylor, digital marketing senior sales account manager, New Media Solution
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Test your educated guesses
on what works, then
analyze, adjust, and
leverage as much automation as you can
without losing the human touch.
— Jodi RomanoBesket, B2B technology marketing, HG Data
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A marketing activity is a
good one, when it
raises eyebrows,
drops jaws, or
makes people smile
— in other words:
when it surprises.
— Claudia Brüggemann, senior marketing and communication manager, Credit Suisse AG
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Choose an
intriguing subject line.
It’s your
foot in
the door.
— Terri Cole, authorized local expert and Constant Contact Partner
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Simply listening to customers is not enough,
you must be an active listenerand a
proactive learnerin order to
seize new opportunities.
— Christopher PernellThames, sole-proprietor, marketing and small-business consultant,
KnoGimmicks.com Social Media &Web Design
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”

The most important thing in marketing is
relevant presence
— you want to be present in your customers’ lives
in a way that is genuinely valuable to them.
— Lassi Eronen, creator ofWidgiet.com and PushList.net
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”

Always be honest;
the success of your marketing depends on your subscribers’ trust of the brand.
Make an exceptional product that meets a need, and have a consistent message
across all your online platforms (website, social media, and mobile).
— ClintWilson, experienced software executive, Cazoomi, CnCpartners
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Clarity and consistency.
— Gigi Mathews, B.Sc, MBA, a tenaciously versatile brand and marketing professional,
Rheem Canada Ltd./Ltée.
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“ ”

…focus on building
citable resources,
enhancing the user experience, and
engaging the online and offline community
surrounding your site.
— Jeremy Niedt, SEO consultant,WebiMax.com
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“
”

Marketing thrives on three pillars:
focus relationships planning
— Rohan Kaul, B2B marketing and sales specialist, Analytix Solutions LLC
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”

Engagement is the
key to mobile marketing.
— Moses Koori, co-founder and chief marketing oﬃcer, Click2text, Inc.
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Mobile marketing is the bridge
between all your cross-channel marketing initiatives,
and is meant to engage your users
by increasing brand awareness,
influencing a purchase,
or growing your
brand’s loyalty and retention.
— AdamWeinstein, operating partner andVP of mobile strategy, AppSulting
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“
”

Great SEO must begin with
keyword intelligence
and not Ready. Fire. Aim.
Spend eﬃcient time on targeting and a real
keyword strategy,
which is the foundation for a successful
SEO campaign targeting those in the
act of buying.
— David Freid, president, co-founder, and SEO,Verti Group International
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”

A good CTA is essential;
it will inspire your customers to act quickly.
Create the feeling that if the reader
does not take action right away,
[s]he might miss out.
People don’t like to miss out…
—Triin Linamägi, Key Account Manager atTextMagic
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”

Provide value to the receiver
not to the sender.
— Franck Martin, postmaster, LinkedIn
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Focus on
what the recipient wants,
not on what you want, and you will have
much better outcomes.
— Michael Hammer, security and anti-abuse, Messaging Anti-AbuseWorking Group,
Dotzero LLC, AG Interactive/American Greetings
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“
”

Never confuse the media with the message —
search is merely
where/when
your marketing will happen,
it still needs to have
marketing substance
when it is delivered.
— Ammon Johns, innovative online marketing and SEO pioneer
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“
”

The very best marketing comes from
observing consumer behavior
and inserting your message into their behavior.
— Jeﬀrey Davis, digital sales manager, KSAT 12TV
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”

Write or speak at an
eighth-grade level
and you’ll
never talk down or up to anyone.
— John Hyman, overseer of order, Zen Marketing, Inc.
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“
”

Make sure your fulﬁllment partner has the
industry expertise,
proven technology, and
financial resources to
effectively execute
your strategy…
— Craig Leifeld, business development executive, Iron Mountain Fulﬁllment Services
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”

V
alue your customers’ feedback.
— Anais Bresle, marketing manager, Exchange Data International
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“
”

In business communications,
clear and simple
trumps cute and clever
almost every time.
— ChandlerTurner, president, Accurate Business Communications
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“
”

Listento your customers,
keep your finger on the pulse, and
make sure you do as much as possible to engage them.
— Arya Ingvorsen, director,The Marketing Forge Ltd.
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“
”

Concise.
People have a short attention span.
— Jody Landry, owner, IsAlsohere
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”

Being good at it
is much harder than one would think.
— Grant Johnson, director of customer success, ClickMail Marketing
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”

Preparation is everything…
— Kirsten Meyer, online content marketing and email specialist
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“ ”

…re-engage the non-opens
to maximize opportunities…
— James Kenny, mmail/SMS marketing consultant, Pure360
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”

…zero in on the interests
of your target audiences and
put something compelling in front of them
to facilitate the desired action(s) — whatever they may be —
otherwise, don’t bother.
— Jason Summerﬁeld, principal and founder, Qfuse™
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“
”

Marketing is not about
deceiving your clients,
but making them
believe in the features of your product.
— Kaputo Mathews Liyani, corporate aﬀairs oﬃcer,
Zambia Institute of Chartered Accountants (ZICA)
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“
”

Put
yourself in your customers’
shoes.
— Daniel H.Wang, career developer and business coach
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“
”

It isn’t necessary to
like your client
and/or their product or service
in order to successfully market, but
it helps.
— JoAnn Henson, content manager, SpiderTrainers
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“
”

Create a dialogue.
Build a conversation.
— Avadhoot Revankar, senior consultant of email marketing, netCORE Solutions
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“ ”

More conversations.
Fewer campaigns.
— Eric Bengston, general manager, digital marketing solutions, Swift Communications, Inc.
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”

Plan. Execute. Learn. Apply. Repeat.
— Sudheer Surasani, director of analytics,Teleﬂora
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”

Search engines are in
the business of putting the
very best page of content
at the number one position
of their results for a certain keyword;
therefore, your job as a marketer is,
ﬁrst and foremost, to give them the
very best piece of content
for that keyword.
— JeﬀWatts, founder and CEO, Strongpages
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“
”

It’s better to listen to
what people say they need,
than to tell them
what you think they need.
— Roland Biemans, business development, Hollanders Printing Systems
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“
”

Build alliances and brand awareness so the customers
come to you
rather than the other way around.
— James Burnby, entrepreneur, researching for business concepts,
and owner of SoftwareContracts.co.nz
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“ ”

Perception is reality —
right up to the point of experience.
—Tom Martin, author,The Invisible Sale
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“
”

Marketers must have the
patience of a mother,
urgency of an ambulance,
and
accuracy of an English teacher.
— John Dandin,VP business development, Direct Marketing Partners
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“
”

Start everything from the
customers’ lens
and
work backward to your own.
This includes voice, tone, and beneﬁts.
— Eric Grae, Americas sales and marketing manager, large format media, Hewlett Packard Company
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“
”

The best question to help you prioritize and focus: ‘so what?’
A great project or idea is limited in valueif you cannot
address the needsof the business, customers, buyers,
sales, inﬂuencers, and so no.
It will help you prioritize and connectwhat you do
with the larger business goals and market drivers.
— CindyValladares, senior manager corporate communications,Tripwire
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“
”

Be engaged
with social media
not just present.
— Cassandra Hilton-Beck, marketing and communications consultant, Skypac Aviation
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“
”

Understand the
needs of your target market
and align your strategy with the
company value proposition.
— Casandra Higuera, social media marketing, New Business Strategies Corp.
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“
”

Good marketing communication needs to be
relevant,
targeted,
and
clear.
— Clare Kiteley, client services director, S2 Creativedge
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“
”

Just Market!
— Faisal Ahmed, director,VERTEX
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“ ”

SEO is like common sense,
it is not so common,
but it’s the only way to become popular.
— Gérard Lamour, expert-conseil en aﬀaires électroniques, spécialiste en rédaction,
optimisation et référencement de sites web (SEO)
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“
”

Simplicity and format.
Keep it simple and to the point
and ensure any data is
designed for the medium used.
— Albert Davidow, student,TAFE
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“
”

Being mobile:
it’s future-friendly and in your hands.
— Kev Goldsmith, First Select Company, Ltd.
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“
”

Find out what your customers like and
engage with them.
It’s all about the customer,
not about the application.
— Luigi Cappel, managing director, SoLoMo Consulting Limited
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“
”

Variety!
Mix it up!
Add images, comments, start discussions,
make it interesting!
— Charlotte Potter, marketing executive, Smart Computers Ltd
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“
”

Fish where the fish are,
not where the fishermen are.
— Patrick Nelson, professional webmaster creating proﬁtable, results-oriented, marketing-led websites
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“ ”

Obstacles
are one of the frequent steps on
a business’s route to success.
Learn to step on them,
around them, and
when necessary...
excavate and re-landscape.
— Eric Grae, Americas sales and marketing manager, large format media, Hewlett Packard Company
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“
”

Knowing the location
of your message/oﬀer/service is the
number one way to be relevant
so use it…
— Louise Frosell, executive director of marketing, LocaidTechnologies
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“
”

Your passion and determination to succeed will allow you to
jump the highest hurdles.
— Jeﬀ Sheehan, marketing, social media professional,
career search mentor, LinkedIn expert, and speaker
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“ ”

Don’t try to be perfect —
just learn from your mistakes.
— Martin Stein, CMO, FileThis, Inc.
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“ ”

The greatest endeavor of a new business
is the marketing potential it can reach.
With results that are both measureable and attainable,
it’s no longer the business with the deepest pockets,
now it’s the one with the best personality.
— Alex Holden, small business marketing trainer, Constant Contact
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”

Work for people by day;
work for Google by night.
— Armand Boni, assistant archivist, Embassy of Albania
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“ ”

Keyword-enriched content
is vital for success.
— George Gavalas, head of digital services, Bonﬁre
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“ ”

Blend theme, video, meta, and inviting dialog content;
update your on/oﬀ page;
stay current with social media input;
then simplify navigation to
develop interest…
— Steven Powell, president, ResourceTechnology Management
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“
”

Focus on a compelling design that
speaks to your audience,
and always be capturing at least names and email addresses, regardless of industry.
— Ryne Landers, senior SEO specialist,WrightIMC
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“
”

Have the content, do the
keyword research,
make sure the technical SEO and
site architecture
are perfect so all is
visible by search engines and users.
— Rachel Hildebrand, SEO coordinator, Bonnier Corporation
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”

Understand human psychology.
— Nashedur Rahman, writer
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“ ”

Answer the question:
“What’s in it for me?”
[WIIFM]
— Jody Landry, owner, IsAlsohere
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”

Have a clear identity that
meets the needs
of the target group.
— Matteo De Carli, sales and marketing presso,Trilance Srl
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“
”

Know your target market.
Make them part of your brand promise and
commit
to that brand...
— Rachel Bjerstedt, marketing consultant, MarketplaceMaven
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“
”

10X
your level of communication.
— Karen Drew, CEO, American Business Research Company
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“
”

Magnify your efforts
with a
drip or nurture campaign
designed, developed, and deployed by
Spider Trainers.
— Chuck Meyer, client relations manager, SpiderTrainers
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”

Connections matter.
Use mobile technology to not only engage your consumer,
but build a lasting one-on-one relationship that
drives both brand and bottom-line equity.
— Allison Ratkovich, director of marketing, MobileInnovate
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”

Rid your website of duplicate content.
— Bob Gilmour, internet marketing manager,Web Solutions of America
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“
”

Remember those who have
helped you with the heavy lifting
and continue to
shower them with praise.
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“
”

Poor service kills great products.
Don’t underestimate the commitment it takes to
provide great service.
— Darcy Andersen, senior solutions manager, Constant Contact
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“
”

Clearly deﬁne your objective.
If you don’t know what
you are looking to achieve,
it’s damn hard to measure success.
—Tim Binnington, marketing and events manager
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“
”

The best part about statistics
is that they always change…
or wait…
is that the worst part?
— Alex Holden, small business marketing trainer, Constant Contact
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“
”

Visualize your dream of success and a
path will open to get you there.
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“
”

Be original.
— JoeYoungblood, senior SEO strategist,WrightIMC
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“ ”

You can’t be
remarkable
if you aren’t
relevant.
Know who you are talking to and why your message matters.
— Mary Cochrane, senior direct-marketing advisor, Canada Post
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“
”

…ﬁnd ways of
bridging your existing content
with that shiny new thing:
social media…
— Frank Byrne, owner,WIcklow Market Development LLC
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“
”

You only get one lap
on the track of life,
so make every metre count.
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”

Don’t chase the Google algorithm;
chase what Google chases:
Fresh,
quality,
relevant content
delivered in a user-friendly way.
— James Fairlie, SEO Consultant and founder, SupersizedSEO
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“
”

SEO is not an add-on,
plan before you design and build for maximum success.
— Matt Peskett, managing partner,Villas4All Ltd.
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”

Think long term.
— Pierre Mobian, responsable développement, NetAgence SARL
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“ ”

Today’s mistakes
are the necessary lessons
to help realize a
successful
tomorrow.
— Jeﬀ Sheehan, marketing, social media professional, career search mentor, LinkedIn expert, and
speaker
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“
”

VIDEO!
— Andrew Jake Jacob, business and sales consultant and CEO, Jacob Consulting Group
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“ ”

Latch on to those currents,
which will allow you to soar.
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“ ”

As written by Google,
‘Google’s goal is to provide users with the
most-relevant results and a great user experience.’
Reﬂect this on your website with great content,
combined with a strong brandand customer service.
— Chesley Evans, digital director, Pixsis Ltd.
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“
”

Don’t take shortcuts with your
content,
design,
information, or
architecture.
Do it right, do it well…
— Bob Naughton, online marketing consultant
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“
”

No website anywhere
ranks for anything competitive
on the power of its content alone.
—Bob Gilmour, internet marketing manager,Web Solutions of America
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“
”

…always test new ideas…
— Matt Fay, senior SEO strategist, Countrywide Plc
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“ ”

Make sure your site is
crawlable,
navigable,
shareable, and
linkable…
— GillWhiteman, head of online content and strategy, GTI Media
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“
”

Unearth,
articulate, and
manifest.
— Dayne Shillaw, owner, Question Branding
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“ ”

There is no silver bullet in SEO.
It comes down to creating great content that visitors
are interested in and will want to link to and share.
— Rosemary Brisco, search engine marketing consultant,ToTheWeb LLC
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“ ”

When today’s challenges
overwhelm you,
remind yourself,
it won’t be long before
another day.
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“
”

Don’t think SEO when writing.
It is far easier to add the necessary SEO content to
well-written text, than to write forced-SEO text
from the beginning.
— Jens Christian Jensen, SEO projektleder, Uniq Partner
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“
”

SEO is not a strategy.
It is one of many
marketing tactics
needed to proliferate
unique digital content.
— Brent Berger, president, Creative Studio B
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“
”

True engagement begins with
relevant,
solution-oriented
content and communication.
— Beth Osborne, marketing strategist, SyntraCorp
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“
”

Don’t be too focused on the goal of
marketing,
instead focus on providing something
for the end user that creates
real value,
spurs engagement, and
inspires action.
— Sara Sundqvist, marketing and operations manager,TwoToasters
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“
”

Do fewer things really well.
— Peter Labrow, owner, Labrow Marketing
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“ ”

Relevance,
integration,
interaction,
measurement,
results, and
ROI.
—Thaddeus B. Kubis, chief media convergence oﬃcer,The Institute for Media Convergence
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“
”

Focus on the
outcomes,
and not the
outputs.
— David Milenthal, senior partner, Milenthal-DelGrosso, LLC
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“
”

Always ask
the simple question.
— Chris Skinner, head of communications, North Lincolnshire Council
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“
”

Form
follows
function
follows
content.
—Werner van Horebeek, owner, communication matters
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“
”

LISTEN.
—Yvette Perry, marketing and communications strategist
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“ ”

Solve someone’s problem and you’ll have a
customer for life.
— Isaiah Adams, marketing and branding enthusiast
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“
”

FOLLOW UP!
— Nichole Allen, marketing, Anderson Brothers Steamatic
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“ ”

Make your communication as
simple as you can.
—Thomas Abraham, owner, Paciﬁc Direct
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“ ”

Build a trusted relationship
based on knowing as much or more
about your client as they do:
the competitive environment,
barriers to successthey have faced, and
their key differentiators.
— Norah Mallory, vice president, Revolution Strategy
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“
”

Make sure employees can,
and are willing to,
deliver the expectations
you create.
— Lawrence McGlown, managing director,The McGlown Group
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“
”

Market the product.
Market the company behind the product.
Market yourself.
— Ron Bayne, owner, Master Marketers
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“
”

Be real — people can
sense a phony.
— Bill Sengstacken, vice president of marketing, Unbounded Solutions, Inc.
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“
”

Know your audience,
what’s important to them,
and
how to reach them.
— Steve Faber, marketing consultant
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“
”

Tell customers
what they did not know
about the brand.
— Alex Goslar, managing director, Goslar & Associates
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“
”

Consistency!
— Marie Jane Narain, PR and events executive, AdvantedgePR
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“ ”

First strategy. Then communication.
— SashaWasley, copywriter and director, Razzed Communications
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“
”

Align your
value proposition
directly to your audience
so it supports a focused strategy.
— Mary Sullivan, dynamic marketing strategist, driven and creative leader
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“
”

Use pictures.
Everyone readspictures.
— Jim Bianchi, president, Bianchi Public Relations, Inc.
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“ ”

Deliver optimized(device agnostic,
both feature phone and smartphone),
localized(location neutral), and
personalizedconsumer engagement
using mobile from oﬄine and social media.
— Jonathan Ellis, CEO,TheTMSway Ltd.
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“
”

Keep your customers close (track response)but
keep your nearest competitors closer (track them).
— Rick Blair, board member and investor
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“
”

Make sure
local consumers
can find you.
— Joe Navarro, partner development, MomentFeed
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“
”

Treat SEO
like a business
and any other marketing channel —
not a black art or technical-compliance function —
and the rest takes care of itself.
— Seth Dotterer, vice president, marketing and product
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“
”

Content:
be clear,
useful,
original, and
interesting.
— Gideon Roberts, digital marketing consultant
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“
”

Create a website
[about] something you love
and really have a passionfor,
and SEO will come naturally.
— Chris Horton, Horton SEO
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“
”

Design content that is
valuable to your users,
and incorporate
continuity of the user experience
into your
long-term strategy.
— Michael Esposito, digital marketing specialist
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“
”

After great content, the
goal of every external link
should be to bring
qualified traffic (leads).
— David McKenzie, general manager,Ticode SRL
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“
”

Putting your
content into context
makes for
good SEO.
— Philip George, service manager, Foley Marine & Industrial Engines
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“
”

Don’t have SEO pages.
Have a brilliant website.
— Duncan Colman, director, Spike Digital
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“
”

SEO is all about relevance.
Always has been and always will be.
— Ron M.Weber, internet marketing expert and Google AdWords Certiﬁed
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“
”

Be organic.
Follow tendencies on a long-term perspective.
—Yuri Polchenko, SEO freelancer
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“
”

Create great contentand
a great user experienceand
the rest should follow naturally.
— Simon Doyle, optimization analyst,The Realbuzz Group Ltd.
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“
”

SEO was built on a foundation of
logic and problem solving.
Thus to succeed at SEO, one must learn to think like a
search engine (logic), and provide compelling,
engaging content that internet users are searching for
(problem solving).
—WillWatson, visionary and entrepreneur
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“
”

Tell a good story.
Often.
— Dillon Franks, principal and CMO, Relevant Ideas, LLC
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“
”

[Focus on]
Resource Description Format Attributes (RDFa)
and microdata.
Those who don’t, will be left behind…
— Ian Davis, search engine marketing and social media specialist
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“
”

Understand the user’s intentionfrom the keyword.
Align the pageto what they are trying to do.
Learn, Solve, Compare, Purchase, Advocate.
Create epiphany momentsto
move people from research to desire.
— Denise Beckmann, seniorWW digital marketing professional, IBM
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“
”

Commit to it!
[SEO] isn’t something you try.
— Christopher Johnson, vice president, business development and marketing, Incubate.com
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“
”

The ﬁrst step, young grasshopper, is to
forget you’ve ever heard the term SEO…
— Scott Harvey, marketing turnaround specialist and AdWords Pay-Per-Click (PPC) alchemist
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”

Remember:
People don’t always buy what they want or what they need;
they buy what they know.
— LeonWood, sales and marketing director
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”

Be quick and to the point.
— Gwenda Jackson, consultant, Radiant Systems, Inc.
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”

Create value for
stakeholders and shareholders.
— Jamil Ouazzani, owner presso, CapitalValue Consulting
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“
”

…inspire people
to click,
to learn, and
to engage
with your brand…
— Ned Newhouse, strategic and execution leader, Conde Nast Mobile
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“
”

� Be interesting,
sound interested, and
stay interested.
— Joseph Sursock, head of EMEA business unit
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”

When you get to the top of the organic search results,
keep climbing.
— Miša Jovčić, web marketing
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”

Don’t get caught up by the
razzle dazzle.
Focus on the
core money makers.
— Michael Huntington, online project coordinator,TLG Brands
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“
”

A solid testing strategy is key to success.
Track, analyze, optimize, and convert, but
put product and user experience first.
— Fes Askari, director, ID London
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“
”

Base your
content and frequency on
digital behavior.
— Emily Bennett, marketing automation consulting director
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”

Build content based on personas.
— Joseph Rizzo, principal, iNeoMarketing
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”

Live up to your promise…
— Shahab Izzat, director sales and marketing export
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“
”

Do something meaningful,
and you’ll have a story worth telling.
— Matthew Fenton, founder,Three Deuce Branding
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“
”

Connectwith your customer and listento their needs.
Take action, learn, grow, and keep up
with today’s market.
Mobile is the future for advertising.
Be determinedand never give up on your passion.
— DruWeems, DruBees Local Mobile Marketing
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”

Stick to your knitting.
([In other words] Do what you do best, and don’t deviate.)
— Debbie Irwin, voiceover artist
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“
”

It’s not about you, your company, or your product,
it’s about
your prospect,
his/her problem, and
your solution.
— John A. Rugh, direct response copywriter and email and web-content Specialist
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“
”

Designing an eﬀective
lead-nurturing program
is hard work.
To get something oﬀ the ground quickly,
start small, test, and revise.
— Byron O’Dell, senior director, demand management, HIS
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“
”

If you are not mobile,
then you are standing still.
Become mobile and enjoy traction.
— Kev Goldsmith, First Select Company Ltd.
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“
”

Marketing automation
isn’t just for marketing;
it’s for sales.
— Justin Showers, marketing director, improveit! 360
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“
”

Marketing automation is…
driving change into a business.
— Adam Sharp, group managing director, CleverTouch, Inc.
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“
”

Don’t wait.
Your data isn’t getting any younger.
— DelindaTinkey, senior marketing operations specialist, NextGen Healthcare
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“
”

Marketing automation is about the
customer experience,
keeping your brand relevant
as times and technologies change.
— John Sawyer, director, global corporate communications,Teradata Applications
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“
”

Target and segment
based on digital body language criteria.
— Dan Mearns, market business development, Oracle | Eloqua
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“
”

You’re a
MARKETER.
You need to know more about your customers than you know about software.
—Brian Fey, principal consultant, Managed Marketing, LLC
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“
”

Take one action every day to improve your marketing automation program
— write a new email, run an A/B test, clean up bounced emails, learn a new feature —
something to get in the
habit of continuous learning.
— Steve Susina, director, demand-generation services, Crain Communications
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”

Small is big.
You want to
feel like a small-town merchant
to your customers.
Trusted and knowledgeable
about what’s important to them.
— Steve Lascaia, contractor for marketing analytics
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“
”

Let the client never give up.
— Hanjoo Kim, managing director, Mobizap Media
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“ ”

Mobile websites are for discovery
and mobile apps are for frequency….
You can thrive without an app, but
you’re dead without a mobile site.
— Curt Prins, mobile strategist
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”

Permission marketing.
— Dr. Hemant Bamoriya, assistant professor, faculty of management studies,
Acropolis Institute ofTechnology & Research, Indore
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“ ”

Appeal to people’s psychology.
They often buy things because it makes some kind of statement
about how they want to be perceived by colleagues in society
and they will pay for the privilege.
— BretWillers, development director, Garden Organic
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“
”

Keep it targeted to your audience,
consistent with your mutual goals,
and 100% honest.
— James Brooks, division and district operations, marketing and communications manager
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“
”

Develop your message
from the
consumer’s perspective.
— Ghazi Shoubaki, marketing and public relations expert
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”

�[integrate]
old methods with the new;
the personal touch along with digital;
and
practice
consistency,
diligence,
and
zeal.
—Tracey Morris, administrative assistant, Piano Distributors of Atlanta Area
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“
”

Lead with a
solution to the
customer’s pain point.
— Kimberly Dickerson, director, brand strategy, MWV
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“
”

Understand what media your prospects use
to seek the info they need and then
do that.
—Tony Serino, channel services; managing director
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“
”

About Spider Trainers
Spider Trainershelps companies of all sizes achieve a return on
their marketing-automation investment through the design,
development, and deployment of online or oﬄine blast, drip, and
nurture marketing campaigns.
A network of more than 80 experts in email development, web
development, graphic design, ad creation, multimedia creation, social-
media postings, search-engine optimization, writing, editing, and
analytics,SpiderTrainers is chosen by companies to amplify lead and
demand generation using a sales-readiness nurturing process.
Click here to subscribeto other publications like this.
Please contact us:
Chuck Meyer, client relations manager
651 702 3793
cmeyer@spidertrainers.com
PO Box 280487
Lakewood,CO 80228UnitedStates
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