Stories are universal. No culture has survived without them. They are widely recognized as an essential part of human cognitive development.Read More
As a young marketer, I was always taught: “Write about the benefits of your product, not the features.”
This dusty old marketing approach is wrong.Read More
For the New Year, I’m starting a series of blog posts I’m calling Back to the Basics.
The first in the series is this post on the importance of buyer personas in any sales and marketing strategy.Read More
2016 is here.
Is it your time for a new beginning? Are you ready for a fresh start?Read More
Some of your most important assets for securing interest in the media as well as educating your buyers are the experts who work at your organization. As a part of a virtual newsroom or other appropriate place on your site and blog, highlighting your employees is a great way to generate attention.
When reporters are looking to quote someone in a story, having a name, photo, bio, and examples of content makes it much more likely they will want to conduct an interview. This is especially true when you are newsjacking.Read More
Understanding buyers is essential to great marketing. When you are properly aligned, you have confidence in your marketing strategies and your tactics are more effective.
A customer journey map details a representative customer’s experience and includes company interactions from initial contact, through the process of engagement and into a long-term relationship. It can include virtual as well as human interactions.Read More
Most marketers make stuff up. They sit in nice comfortable offices and imagine what interests buyers and then create “copy” and “campaigns” typically with the help of equally clueless agencies.
But as I’ve said hundreds of times on this blog and in my books and live presentations, the more you know about buyers, the better aligned your marketing and sales becomes. The strategy of buyer persona research combined with journey mapping is an incredibly powerful way to rise above the competition.Read More
In our modern world of Web interfaces, online purchases made easy with a few clicks, pre-populated order forms, and social media share buttons, it’s easy to interface with dozens or even hundreds of companies and never have an encounter with a human.Read More
Social networks are a great place to share content, to interact with others, to listen in on what’s happening, and yes, if approached carefully, social networks can be a way to get the word out about you and your business. However as I review people’s business-related social streams I find way too much selling going on.
When I speak with people at conferences, many want to know, specifically, how to use social networking feeds such as Twitter, Instagram, LinkedIn, and Facebook to communicate effectively as a marketing and sales tool.Read More
The Grateful Dead used free content to build a social network of fans before Mark Zuckerberg was even born. They pioneered many of the ideas we now use in social media and content marketing.
Unlike other bands, the Grateful Dead encouraged concertgoers to record their live shows, establishing “taper sections” behind the mixing board where fans’ recording gear can be set up for best sound quality. When requesting tickets to a show, a taper would request a seat in the special section reserved just for them.Read More