How well are you telling your story?
Star Trek: 10 Content Marketing Lessons Posted by Heidi Cohen on May 17, 2013 in Content Marketing | 0 Comments To Boldly Create Content Your Fans Adore With its mission, “To boldly go where no one has gone before,” Star Trek has built an enduring brand around amazing content. Content marketers can learn a lot... Read More
We marketers are human too. What to do on those “slow start” days!
No matter how experienced we are and no matter our intentions, sometimes a lot of clutter accumulates and diffuses our focus. These are three of the most prominent symptoms. 1. You overload your to-do list. 2. You don’t break projects or tasks down into smaller steps. 3. You don’t put up limits for the obvious... Read More
Can you picture this?
You feel great most of the time. Maybe even awesome! Business objectives are being met, and you feel challenged and engaged. But there are a few hours when you are troubled about a couple of things. Or one recurring marketing problem. And are there moments of real stress, anxiety and plain old panic? You know... Read More
A Market-based Perspective
Even companies that rigorously solicit customer opinions on their products, services and support can be misled into believing they have a market-based perspective of their business. It’s most common for companies to rely upon their sales and customer service organizations for these critical insights. However, a full market perspective extends far beyond customer satisfaction. A... Read More
TAP first.
A Target Audience Profile (TAP) seems fundamental to all successful marketing initiatives and sales growth strategies. It’s an action we typically require from clients or we do for them. Here’s a short-hand version . . . and not just for small business by any stretch. http://smallbusiness.chron.com/make-target-audience-profile-23127.html For more success options: http://www.sladegroup.com/
Do what works.
Take a look at the top 5 – 10 left to right by percentage to see how other B2B marketers are creating their success by using these tools/channels are part of an effective, integrated strategy. By now you know that these digital tools, along with interactive messaging with banner advertising,create and sustain brand awareness and... Read More
Sustaining value.
In this multi-year, ongoing client relationship the managing director has challenged us to identify new markets, expand their revenue base outside their core healthcare market and to develop content including with thought leadership pieces and white papers). This private company has experienced increasing revenue and very healthy margins in each of the last five years,... Read More
Get clear to get results.
Even those experienced professionals who advocate quantitative marketing as both a strategic and tactical philosophy or guidance system are acknowledging that the team and its leadership need to know 1) what the prospect looks like (real-world profile) and 2) what that person needs and wants to be more successful and satisfied in their work and... Read More
Start with the customer’s perepective. Then work your magic.
Guideline #1: Plan from your target’s perspective. Start by segmenting your audience, then figure out the set of marketing activities that will move them through the funnel. Guideline #2: Find a recipe that works for you and your strengths. Don’t reinvent the wheel every time – figure out the right set of activities that drive... Read More
Are you getting there?
Have an end in your mind. Peers, colleagues and coaches, all smarter than me, have hammered this fundamental success building block home again and again . . . 1) create a picture or clear written statement of your objective, 2) list the actions you will take to achieve this end along with a specific date... Read More
