You have brand standards (don’t you?). You have a marketing plan (right?). You think you’re ready to take the world by storm. But there’s one piece missing:
a messaging platform.
The messaging platform doesn’t always get the love it deserves because it’s often tucked into a branding guide or a marketing plan, so most people don’t recognize it for what it is. More likely, however, it’s overlooked altogether. Continue reading
Spending money on marketing without a marketing plan is kind of like filling up your car with gas and going in circles around your neighborhood until you’re running on fumes. You’re out the cost of a tank of fuel, and you haven’t gone anywhere you haven’t been before. Continue reading
More than once I’ve seen companies glom onto the latest marketing cure-all because they think it will change everything. More than once I’ve seen them fail because they haven’t considered its appropriateness for their business model or audience. Continue reading
“no one reads anymore.”
While America’s shrinking attention span is well documented, the claim that “people don’t read anymore” is not.
According to the Pew Research Center:
- the percentage of adults who have read a book in the last year is holding steady at over 70 percent; and,
- the average number of books a person reads per year is 12 (and younger adults are actually reading more than older adults).
what does this have to do with marketing? more than you might think.
Several months ago, a client contacted me to write a long-form case study on a major project she’d just completed with great success. I hadn’t written too many case studies before—I’m guessing because it’s a labor-intensive marketing tool that takes a bit more effort than shorter pieces of content like e-mail campaigns, social media posts or website landing pages.
After completing Stephanie’s case study, however, I’m convinced case studies are something all of my clients should be doing. Continue reading
we marketers are a critical bunch.
With our industry evolving at a breakneck pace, being a marketer is tougher than ever before. And we’re hard on ourselves about it.
A survey conducted by e-mail marketing company Emma asked marketing professionals how often they meet work expectations:
88 percent say they meet expectations “occasionally”, “rarely” or “never.”
Now, it’s unclear whether these expectations are set by the marketers themselves or they’re sent down from above—but from where I sit it doesn’t matter. Regardless of who holds the measuring stick, when you’re a “pleaser” like me, it’s a big morale buster to go home each night feeling like you’re falling shy of the mark. Continue reading
Because nobody cares what your company or organization does.
As marketers and communicators, we often get caught up wanting to explain what our company or organization does. We think what we do (our “what”) is the most important thing potential customers need to know about us.
That’s where we’re wrong. Continue reading
I learned so much from my first trip to Mirren Live–”the agency conference”–in NYC this May that I was inspired to distill my notes and share my top three takeaways. Download them here in an easily printable and shareable PDF, and find out more on:
- How agencies can defend their turf from increasing encroachment by consultancies, Martech, and in-house teams;
- What’s important to clients right now; and,
- Common-sense tips for pitching your agency (this advice can actually be applied to any B2B).
Thanks much, and happy marketing!
“i’m just calling to let you know that I’ll be leaving…”
We’ve all received that call—the one from your primary contact inside a client company. The contact you’ve worked hard to develop a relationship with over months or even years of service. Then one day—poof! They’re leaving the company next month, next week, or maybe even tomorrow, and you realize your relationship with the company may be over.
It doesn’t have to be that way. Continue reading
content is just as important as design
When people are searching online to buy a product or service, they’re looking just as much at which companies to consider, as which ones to eliminate. They’re trying to narrow their options, and dig more deeply into a few possibilities instead of several. If your website content doesn’t tell them what they need to know, guess what? Another company’s content WILL, and yours will be out of the running.
All too often, companies focus so much attention on a website’s design that their messaging strategy and content suffer. Don’t get me wrong, it’s important for a site to have great design. But if it’s all style and no substance, all you’re left with is a pretty site. And that’s just not enough to make the sale. Continue reading