I'm a hypocrite. At least I think I may be. I've spent the better part of 30 years in sales and marketing and actually own a marketing company. Yet, I find myself annoyed by commercials and blatant brand marketing campaigns.
Every day, we're all inundated by marketing messages -- from the formal (TV and website ads) to the informal (suggestions from friends and family). As an entrepreneur, how do you make sure your message gets through to your ideal client?
The digital revolution has intensified the clash between the top-down and bottom-up brand-building models: the former is fueled by clarity of message, which is articulated by the manufacturer; the latter is unpredictable, on the street, of and for the people.
Gay travelers feel more comfortable than ever with their straight counterparts, and vice versa. If you're a gay-specific business, you might already be expanding your strategy to include the mainstream straight market.
The companies I see that are hiding infographics behind registration walls are missing the benefit of infographics, which is to deliver easy to understand information to the audience in a format that's also easy to share because it's completely contained within the image file.
The FTC's latest settlement should serve as reminder to all marketers that they need to ensure that their spokespersons are disclosing their material connections when endorsing the marketer's products in non-traditional media, such as talk shows, blogs and websites.
The counts really don't mean that much. While they may feel good for your brands ego, a huge volume of "Window Shoppers" or worse yet unengaged followers will likely translate into nothing that matters for your business.
It is impossible to create viral content. If anyone sets out to create something for the specific purpose of going "viral" then the content will be forced, fake and forgotten. Focus, instead, on creating something that serves the audience.
Salespeople often have no clue as to why their prospects would even want to buy from them. This question is the ultimate paintbrush in the hand of your prospect. This is where you fully understand what the prospect wants to accomplish from a high level.
The problem is not the small business owners themselves. In fact, I've watched many small business owners go from sales chump to sales star in only a few months' time. Instead, the root problem is that small business owners are following bad advice.
In the media business, there are a lot of people who walk into rooms everyday to tell their story. But sometimes, showing your story has a greater impact. Show me, don't tell me (Rush knew this!). Let me explain (ironic, I know!).
In distilling the value of what you bring into a single simple phrase, you force yourself to be razor sharp in communicating your offer. And the sharper you are in refining that value, the easier it is to engage your target market.
Location-based technologies are allowing businesses to create meaningful engagement with consumers. Used properly, there are some revolutionary ways to deepen the relationship that will benefit both groups without compromising privacy.
Marketers have to understand that there is no time to focus on the wrong things. Being super diligent was good when the world moved slowly, but today being diligent slows you down, and can slow down the people around you.