Challenging the Notion of TOFU, MOFU, BOFU – What Does Today’s Buyer’s Journey Really Look Like?

November 16th, 2021

17543135 - hand drawing website marketing concept with white chalk on blackboard.

First there was AIDA, then the notion of a sales “funnel” emerged and the concept of a buyer’s journey that began at the top of the funnel (TOFU), moved to the middle of the funnel (MOFU) and ultimately ended with a sale at the bottom of the funnel (BOFU). But is this concept too simplistic—and too linear—to truly represent today’s buyer’s journey? Was this model ever relevant in a business-to-business environment? Are content marketers wasting their time attempting to create copy that focuses, discreetly, on TOFU, MOFU, BOFU?

Read the rest of this entry »

The Importance of Aligning Marketing and Sales

November 11th, 2021

There is often tension between marketing and sales in many organizations. But why? Shouldn’t these two functions be closely aligned to most effectively achieve the revenue and ROI goals of the organization? What causes this tension, why is alignment important, and what steps can you take to bring these two important organizational functions closer together? Read the rest of this entry »

Mining Your Junk Mail Folder for “Hidden Gems”

November 9th, 2021

Open Black Mailbox Filled with Mail Isolated on White Background.

I was having lunch with a friend recently when the topic of email – and difficulty in getting that email to its intended destination—came up. She was surprised to learn that some of the items that might be going to her “junk mail” or “spam” folder might actually be Read the rest of this entry »

Social Media Tips to Drive Sales for Small Businesses

October 7th, 2021
social media marketing, how to use linkedin, twitter, facebook and other channels to achieve marketing resultsSocial media has become a very cost-effective way to connect with, and influence, various audiences including customers and potential customers. In fact, over the years, we have come to rely less on more traditional forms of marketing communications (e.g., print or broadcast advertising, direct mail, etc.) and more on digital channels of communication, like social media.

Creating a Plan to Improve Corporate Communications

October 5th, 2021
Effective corporate communication has always been important. Now, though, in a hybrid and continuing uncertain corporate environment, it’s more important than ever for organizations to determine how effective their corporate communications efforts are, and what adjustments or improvements need to be made to keep employees engaged, productive, and employed!
What worked pre-pandemic almost certainly doesn’t work anymore. It’s critical that corporate communications and HR staff work together to create a strategy and plan for moving forward.

Read the rest of this entry »

Battling Blind Spots to Boost Management and Marketing Effectiveness

September 30th, 2021

Unconscious bias results in bias that can make us miss out on different perspectives to make better marketing decisions.

Blindspots are something we all have based on our past experiences, interactions with others, and the opinions and values we’ve formed over time. I remember learning early in my career about the Johari Window in a leadership seminar I attended. It’s a model designed to help us understand and improve communications through the recognition that we all are impacted by the things we don’t know. Human nature is such that each of us has biases and blind spots that we’re generally not aware of.

Read the rest of this entry »

Best Practices for Managing Remotely (You Already Know These…)

September 28th, 2021

Man Working From Home Having Online Group Videoconference On Laptop

Over the past several months I’ve been very interested, even excited, to see how well the forced experiment with remote work has evolved. Since 2008 I’ve been working remotely. Even prior to that, I had several writing clients that I worked remotely for; most I’ve never met. Read the rest of this entry »

What Your Employees Don’t Know Could Hurt You: How Effective Communication Builds Strong Brand Ambassadors

September 16th, 2021

I’m often surprised that the most overlooked audience, when it comes to communicating with key constituents, is the internal or employee audience. Companies are generally pretty good about recognizing that they need to communicate with customers and prospects, but employees tend to be an afterthought. This may be because of the assumption that since employees are part of the organization they somehow “know” what’s going on. After all, it was in the newsletter or on Slack, wasn’t it? The fact of the matter, though, is that companies can’t leave it to chance that employees are paying attention to the messages they’re sending, or that they understand which are the key messages that they should be paying attention to. Read the rest of this entry »

Why Your Company, Product, or Service Name Doesn’t Really Matter

September 14th, 2021

Throughout my career, I’ve been involved in numerous naming and branding initiatives and am always struck by not only the intrinsic challenges of getting a group of people to agree on a particular name/brand for a company, product, or service—but also by the enormous amount of angst and emotion that becomes part of the process.

In truth, the process of coming up with a name—whether for a company, a product, a campaign, a department, or whatever is a process that is virtually destined to be an emotional and difficult one from the get-go. Why? Because everybody has an opinion, everybody has an emotional stake in the outcome and everybody wants their brand to be the next Nike.

Read the rest of this entry »

5 Quick Tips for Writing Headlines for Digital Marketing Efforts

September 3rd, 2021

In the newspaper business, the above-the-fold headline is a crucial aspect of grabbing a potential reader’s attention and enticing them to pick up the paper and read on. The same is true of online headlines – the hyperlinks that come up in a list when you search for something in a search engine. In addition to page ranking, an enticing headline is an important way to drive traffic to your site. With that in mind, here are some tips for generating great headlines. Read the rest of this entry »