Category Archives: Marketing

Excel Pro Tip: Hiding Formula Errors

By | FYI, Marketing | No Comments

I’m an Excel nerd, but by no means am I all-knowing when it comes to best practices. I use Excel to manage several important spreadsheets, at the top of that list is my company’s yearly marketing plan, (what my marketing efforts live and die by). One of my formulas aggregates analytics data to give me an overview of performance for various metrics, but if there’s limited data, or data hasn’t been entered yet, I still want the “totals” column to be accurate. In order for that to happen, the other formulas cannot throw an error into the mix. So, I need to effectively hide the formula errors in Excel. A good friend of mine, Andy Row, is an Excel genius, so I often ping him to help me with complex functions or formulas. He recently noticed my Tweet which referenced one way to hide annoying formula errors in my marketing plan. Upon seeing that Tweet, he suggested an easier and…

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Writing an Effective Email Subject Line

By | Marketing | No Comments

Email remains a strong medium of mass communication in business. However, the presence of SPAM has made it more difficult for marketers to get their emails delivered and opened – even when the message is warranted, relevant, and sometimes requested. To that end, a compelling subject line is paramount, especially when reaching out to recipients for the first time. The internal marketing department, or corporate marketing partner, should be responsible for coordinating all mass emails. This way a group of (presumably) experts that can determine appropriate timing, content, theme, call-to-action, and place of each email message in the marketing plan. That said, there are times when an email needs to be sent to a small group of people (i.e. fewer than 20 recipients) and there’s literally no time for the approval process. In these instances, the sender (usually a salesperson) is responsible for determining the specifics, and with those specifics, the email subject is arguably among the most important, because…

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Using Wikipedia as an Inbound Marketing Tactic

By | Marketing | No Comments

Wikipedia is an online information portal comprised of user-generated content – meaning anyone [that is registered] can add, edit, and moderate the site. That said, don’t try and manipulate Wikipedia by adding falsified, or promotional content, because your content will get reviewed and you may get banned from the site. Not to mention it’s just plain rude. Wikipedia is a huge wealth of knowledge, so you’ll find entries on almost any topic. If you’re interested in driving more traffic to your website and increasing your brand’s market reach, Wikipedia can provide you with a good starting point. For instance, let’s say you’re a sports construction company (e.g. Hellas Sports Construction) that specializes in synthetic turf and your company was selected to perform the field construction on Cowboys Stadium in Arlington. If someone hasn’t already updated the information on that page, you (or your marketing department) could do the following: Create a Wikipedia account, and/or login Visit the page you wanted…

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