You’ve probably cleaned out your house countless times, but have you ever thought about sprucing up your marketing strategy?
Spring cleaning is a great tradition. After spending months cooped up indoors, it’s a chance to refresh and refocus for the second half of the year. Why not apply that same energy to cleaning up your marketing strategy as well? Continue reading…
I’ve always found Cutco’s business model fascinating. If I had to try and sell kitchen cutlery door to door, knives wouldn’t be my first choice (for various reasons). So say what you will about Cutco’s high school and college sales reps—they they know how to sell knives.
The fact that Cutco’s business model holds up at all is a testament to their targeted marketing. They know they’re a B2C knife company—they’re the only one I can think of—and so they market their knives differently than B2B knife brands like Shun or Zwilling that sell directly to stores.
Finding your ideal customer is crucial to business success. Once you create that buyer persona, the rest pretty much falls into place. It becomes easier to build a strong brand, target your social media efforts and create other types of targeted content.
An easy way to understand the power of a buyer persona is to compare a small table of people at lunch to a stadium with thousands of spectators. Which group do you think is easier to sell to?
I’ll never forget the time I presented a well-researched monthly social media package to a new beauty client. He took a look at the first few posts for Twitter, scrunched up his nose, and said, “Let’s avoid exclamation marks. We’re all adults here.”
First off—what does that even mean? Second, how ridiculous! This client wanted his beauty brand’s tone of voice to match what he was accustomed to (he used to work as an investor on Wall Street).
But he failed to understand a fundamental truth of branding: you market to the customer, not yourself. His target market was beauty, but he didn’t know how to speak with their voice. He just didn’t get it.
“I didn’t have time to write a short letter, so I wrote a long one instead” – Mark Twain
Ulysses by James Joyce is a whopping 265,000 words and took him the better part of two decades to write. Kafka’s Metamorphosis by is a cool 22,000. Both are considered quintessential modernist masterpieces.
Chances are, you’ve read a blog this week: a how-to-guide on opening tricky jars, a comparative analysis of new smartphone cases, or some article shaming Millennials for their very existence. Blogs are everywhere. In fact, Quora believes there were somewhere around 173 million blogs back in 2011.
But did you know blogs are also one of the most cost-effective marketing techniques for businesses? They consistently drive traffic, build authority, and engage prospects.