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?
It was once again mid-December, and I was once again sitting and trying to come up with a list of resolutions. While going through some of the most common resolutions: get healthy, do more for others, etc. it hit me: these are great marketing resolutions, too.
Resolutions are a great concept. They give you focus for the year and motivate you to get more done. So often our work lives overlap with our personal lives—wouldn’t it be easier to just make one set of resolutions?
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.
If I had to sum up the past decade of marketing in one word, it would be “adaptation.”
Customers are just too smart. They block ads, ignore canned content, and are better read than ever before. They continue to be more and more empowered. So what’s a marketer to do? How can brands possibly react in time to shifting expectations, much less strategically?
Remember back in grade school, when you weren’t one of the cool kids? You’d do anything to sit at their table—even give away your pudding for free. To some, guest posting seems like a similarly desperate attempt to get noticed.
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.
In 1450, Gutenberg revolutionized printing. The first print magazine was published in Philadelphia in 1741. By 1839, posters were already so popular that they were banned on London properties. And less than 30 years later, in 1867, the first billboard went up.
Think about that. It took us 418 years to get from printing Bibles to renting out billboards. A glacial pace compared to the seismic shifts in today’s marketing landscapes.