I’ve had a LinkedIn profile since 2009. It has become the top source of referrals for my content marketing and marketing consulting services. Not because of the “brilliant” posts I share. Not because I get tons of likes and shares. Not because I write clever copy.
So how have I successfully leveraged LinkedIn to generate leads—and new clients—consistently? (more…)
A recent LinkedIn question resonated with me—”Why don’t people like to talk about pricing UPFRONT?” Why indeed?
Have you ever been frustrated when trying to make a purchase decision because you can’t get pricing information from coy salespeople or cryptic web sites? In my opinion, (more…)
A prospective client contacted us recently wanting to produce a white paper to serve as a promotional tool. The white paper needed to include: a focus on the new national campaign theme, a focus on the new local campaign theme, a focus on the areas served, a focus on the organization’s new direction for the coming year, a focus on…OK, hopefully, you get the point.
If you focus on everything, you’re focused on nothing!
It’s tough to focus. Any organization has multiple objectives and messages that need to be conveyed and there can be a tendency to try to “do it all” in one message. The trouble with that, though, is (more…)
Our company is named Strategic Communications to emphasize our belief that to be effective, communication must be strategic. Too often, marketing initiatives are focused more on tactics (let’s get on TikTok! let’s put up a billboard!), rather than strategy. That’s probably one of the biggest mistakes that marketers can make. Why? Because unless you just “get lucky,” and you might, simply picking tactics may result in doing the wrong things, wasting time, effort, and money.
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?
Not many people remember a product called Zima, and that’s the point of this post. As a marketing professional, I’ve always been interested in new product introductions and advertising campaigns in general— how well do they work? how long do they “run” (suggesting that the positive effects are continuing to produce results or, if nothing else, that the agency and client haven’t “pulled the plug” prematurely).
In addition, as someone who is not a “beer drinker,” I was interested several years ago when a new product was introduced—Zima—a beer-based beverage that was supposed to be light and refreshing. Hmm. Sounded interesting. The campaign was extensive, attention-getting, and effective—to a degree. It raised awareness. It generated preference (at least initially). All was good. Right? Wrong. (more…)
I have been fortunate enough to practice marketing before and after the emergence of the internet, social media, and digital marketing. While the channels for communicating have changed and grown significantly, the basics of good marketing have remained the same. These new channels also often come with something that traditional marketing efforts usually lacked─analytics. Or, at least, lacked the sophistication that now exists to understand the nuances of the target audience’s response. (more…)
As summer approaches, and as restrictions related to COVID-19 begin to ease around the country, tourism is likely to pick up significantly. That’s great news for the many hospitality and destination businesses that took a hard hit during the pandemic. Now they have an opportunity to hit the ground running to attract the attention of consumers with pent-up demand.
But how can your company effectively connect with travelers to ensure that 1) they know you exist and 2) they believe spending their time and money with you will provide higher value than spending their time and money elsewhere? (more…)
When pandemic restrictions around the country started occurring in March 2020, few imagined that many would still be in place—or starting up again—as the year drew to an end. As I write this, in mid-November, cases are rising across the country, and new restrictions are emerging. Through it all, organizations of various kinds have had to adjust and adapt to the new normal—whatever that is. As businesses plan for 2021, none can ignore the potential for COVID-19 to continue disrupting their operations and impacting consumer decisions. (more…)
SEO has long been the holy grail for internet marketers—and content creators—of all kinds. Attracting eyeballs, and website visitors, was job number one. While that’s still the case to a large degree, SEO has become less of a numbers game and more of a driver for creating high-quality, relevant content. This is because of the ongoing algorithmic changes that Google and other search engines make to deliver a positive search experience for users. (more…)
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