Comments on: Lose Control of Your Marketing – ReachForce Book Club

By: Carlos Vidal

Carlos Vidal — Fri, 22 May 2009 01:46:54 +0000

I think we can have it both way. Notice that page two of David’s ebook has a link to Amazon (classic call to action right up front). He can measure conversion from the ebook lead source. I still do not understand why PDF documents are so static.

You could have graphical links like “what do you think?” or “Have a question that needs an answer right now?”. You could measure the conversions from those events. I think white papers are still written as stand alone paper monuments to a concept. The investment to add a few links and see the results is chump change.

It would be easy to justify opening the gates if you get strong take up on the new conversational links and just factor in the multiple effect of removing the links.

By: Leigh Anne Wallace

Leigh Anne Wallace — Tue, 19 May 2009 19:33:08 +0000

David,
While I can’t measure every lead from the blog I use a nifty little tool called HubSpot (pretty sure you have heard of them, seeing as you are on their board) which keeps track of by blog traffic, subscribers, comments, etc. It also tracks my web visitors (at least those that have filled out a form) to see where they have been on the website including our blog.

I completely respect your assertions and am willing to give it a try but if I stop delivering leads to sales, forget about losing control, I will lose my job.

By: David Meerman Scott

David Meerman Scott — Tue, 19 May 2009 12:29:02 +0000

Leigh Anne,

Thanks for writing about my ebook.

Question – if measuring leads are your primary goal, why are you even doing this blog? You can’t measure leads against it can you?

My point is that when you live your entire life based on how many people fill out a form to get your stuff and become a “lead” you don’t create great things that cannot be measured that way (like this blog).

I’d give it a year. Your mind will change. Mark my words…