Deeper In-Page Analytics with JQuery

martin horn Blog, Tools & Resources Leave a Comment

Conversions. That’s probably our favourite C-word here at Fractal. We spend a lot of time helping clients define them and achieve them. We think about all the little (micro) conversions that happen all the way up to a sale. We even made our own framework to help clients conceptualize how all those little, measurable actions that users make can add …

Content Marketing Explained In 11 Letters

ali rahman Blog, Marketing Map, Strategy Leave a Comment

Content Marketing has never been more integral to the success of your brand than it is today. That’s especially true for smaller players who don’t have access giant advertising budgets. Content marketing both increases the efficiency of any paid advertising you do and brings in new, more qualified customers on its own. Because Search Engines and Social Media Sites account for …

School’s In… For-Ever!: 7 Digital Marketing Opportunities for the New Higher-Education Landscape

ali rahman Blog, Strategy Leave a Comment

The higher education sector is in the midst of transformation. Universities and colleges are increasingly moving towards online, distance-learning programs and corporations are in turn increasingly relying on those programs to train their workforces. Simultaneously, economic realities have made the job market more competitive than ever for younger people. More and more of them find themselves living at home, working part-time and …

Talk of the Town: 7 Simple Digital Marketing Strategies For Local Businesses

ali rahman Blog, Strategy, Tools & Resources Leave a Comment

We work with a number of local businesses. Small companies, with brick & mortar storefronts owned by people who have roots in their communities. They come to us because they need mobile-optimized websites to compliment their real-world activities. They tell me they want websites to drive sales, and leads. A weird thing happens when I ask them if they’ve considered …

The Egosystem: This is Your Brain on Social Media

ali rahman Blog, Pop Culture, Psychology, Social Media, Trends 1 Comment

In this post, I introduce the concept of The Egosystem, a sort of external brain that lives in the social media realm, and mingles with all the other brains there. I lay out some neuroscience to make the case, talk about how our egosystems are affecting us more than we might know, and propose a method to take ownership of our egosystems …

Fractal Watches: Supermensch: The Legend of Shep Gordon (or the 12 crazy steps to becoming a supermensch)

ali rahman Blog, Pop Culture, Reviews Leave a Comment

Have you seen Supermensch: The Legend of Shep Gordon? It’s a weirdly frenetic biographical documentary profiling legendary talent manager Shep Gordon. It’s directed by Mike Myers. It employs some pretty out-there techniques I’ve never really seen in documentaries, like dubbing in audio recorded in the present over old footage to recreate conversations. And even though it’s a hollywood-insider story and a …

Fractal Reads: Buyer Personas by Adele Revella

ali rahman Blog, Reviews, Tools & Resources 1 Comment

Adele Revella’s Buyer Personas opens with the following dedication: This book is dedicated to every marketer who questions the wisdom of making stuff up. We’re in the age of big data; every conceivable digital interaction with prospects and customers can be measured; the device they’re on, the link they clicked on, the keywords they searched, the pages they landed on …

Multiple Decision Makers

Thinking Inside the Box: do your advocates have the tools they need to sell you internally?

martin horn Blog, Strategy 2 Comments

“Multiple Decision Makers” Familiar and oftentimes frightening words for any company in the B2B space. Why? Because when pitching clients on your enterprise solutions, you have to modify and fine-tune your value-proposition for multiple internal stakeholders. Typically, that lengthens your sales cycle and adds a measure of unpredictability to it; you might convince the CTO the CMO and the CFO …

Who? What? Where? – A Super Simple Framework to Help you Warm Up Your Customers

ali rahman Blog, Strategy, Tools & Resources 4 Comments

Preamble This post aims to present a super-simple framework to help you conceptualize your marketing activities in an incremental way. What we’re trying to do is help you set reasonable conversion expectations for your audiences, across different levels of consideration. The basic premise is this; you probably wouldn’t propose marriage to someone on the first date, right? That would be …