Last week I talked about the first step in creating your marketing strategy for 2012, a high-level overview of your objectives. If you missed it, you can access it here. Once you’ve set your objectives, you can start drilling down to the details. Before you get too excited about specifics, though, it’s a good idea […]
Taming the Wild Marketing Plan: Where to Start
This month, I’m writing a series of articles that guide you through the process of developing your marketing plan for the year. In last week’s article, I discussed the need for planning. Today, I walk you through the process of developing your high-level marketing objectives.
Building Your Business Persona: Real or Reality?
It’s ironic. Here we are in the Information Age, suffering information overload, yet we continue to crave… you guessed it… information. Is it an addiction? Is it a result of the isolation we feel from fractured families or too much technology? It would make an interesting study, but from my perspective, why doesn’t matter. What’s […]
Differentiation: How Far Are You Willing to Go?
One of the pillars of marketing is differentiation: standing out from the crowd, having a unique selling point and a one-of-a-kind brand. But how far are you willing to go to be different?
6 Benefits of Content Marketing
Wondering if content marketing is right for your business? Content marketing is one of the most powerful promotional strategies being used by businesses of all sizes, across all channels, in all industries. It doesn’t matter what type of business you have, content marketing offers six important benefits.
Don’t Confuse Content with Collateral
There seems to be some confusion about what content marketing is. And isn’t. When marketers think about content, they often want persuasive hype in the headline and a hard offer in the close. When sales people think about content, they want an about-me page with features and benefits. But neither of these approaches is right.
A Lesson in Listenomics
Your customers are talking. Are you listening? When you tune in to your customers and respond to their needs, you can win their hearts. But the opposite is also true. Remember the “Dell sucks” and the “Comcast Must Die” campaigns several years ago? Listenomics is based on an old idea that the customer pays the […]
Should Marketers Create Content?
I recently read an post by {grow} blogger Mark Schaefer that reported a debate over the role of Brands as Publishers. Interesting discussion. The idea behind content marketing is that brands can build their following by providing valuable information to their prospects. In order to do this well, the brand must think like a publisher, […]
Packing a Promotion: Decide What Matters
Right now moving on my mind. No, I’m not moving. But my friend is. And I’m helping her pack. It’s an interesting thing, packing. While you’re sorting through all your possessions, deciding what goes and what stays, the past often has more sway than the future. Moving forces you to come face to face with […]
Social Media Overload: The Metrics that Matter
Social media marketing has definitely found its way into the mainstream marketing toolbox. In fact, it’s fast becoming one of our favorite tools. According to a recent study by Alterian, each of us has the potential to receive more than 100,000 social requests per day. The top state for social asks is Indiana. (What would […]
