Trying To Out-Google Customers: Why You’ll Lose At Web Search
Don’t try to go up against your customers when it comes to content for web search results. You won’t win.
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More articles about Marketing, Sales, and Business
Shouting Can’t Compete With Storytelling
Today’s communication is less about shouting your message AT your customers, and more about telling your story TO them. Creativity is the new currency.
Email Marketing: It’s a Question Of Value
It may not get the headlines any more, but email is still an amazingly effective communication medium.
Howzat! Communicating Information like Twenty20
Customer content consumption habits have evolved. Attention spans have decreased. Your marketing information needs to be shorter, sharper, and to-the-point.
Stay Hungry. Stay Foolish.
The passing of a legendary business figure.
The Mobile Web Isn’t The Web
The mobile version of your website needs to present content differently from the desktop version.
Have Product Brochures Become Obsolete?
The role of a marketer has changed, to now include the curation of user-generated content and use the company’s visibility to push this content to the their audience. So do we still need product brochures?
Content Isn’t Everything. It’s The Only Thing.
Few businesses take the content of their customer-facing collateral as seriously as they should.
“Google & Microsoft Are History” Video
Some great insights from an industry veteran.
Don’t Be (Seen As) An Average Company
The most dangerous marketing strategy for your business today is to be seen as being “average”.
Maintaining Credibility In The Eyes Of Your Customer
If you don’t seem credible to your customer, they’ll buy elsewhere.
Social Media Grows Up: Welcome To The Age of Curation
There’s too much content out there for most of us to consume. Curation is the next era for the web, but what are the implications for your business?
Stop Spamming Your Customers
Just because you can, doesn’t mean you should.
No-one Reads Your Press Release: Why PR Became Lazy
Have PR agencies become lazy and complacent in how they represent their clients?
Keeping Your Fans Happy With New Content
Saying the same as everyone else, just to post something out there, is a surefire way to irrelevance.
Translation Management with QARTO – Video Presentation
Content asset management for language.
What Do You Do For An Encore?
Having them come to you one time is great. But how do you get them to come back?
Show Your Customers Some Love
The world needs more lovecats.
Do you have Followers, Fans or Evangelists?
Getting your customers to help out with your marketing. Why? Because they want to.
Where’s the Center of Your World? You’re Already There
Geographic location no longer has the advantage – or disadvantage – it had.
Today’s Game Is About Changing The Game
The fact remains: your industry and customer expectations will change. You can either lead that change, or follow it.
Business Designs On Commerce
How you present something is at least as important as what you present.
Less Public and More Relations
Public Relations is in a race to grow up, before it faced increasing irrelevance.
Your Company Isn’t Perfect
Every business screws up. The difference between the good ones and the bad ones is how the screw-up is handled.
Simple Is Complicated
Complicating your messaging might make you feel good about yourself. But everyone else thinks you suck.
Do As I Say, Not As I Do
There has to be buy-in at every company level in order for any marketing initiative to truly work.
Taking The Initiative
Maybe your customers aren’t asking you about something because they’re getting answers from someone else.
The Right Person For The Job
Your in-house marketer is great at social media, but their web chops aren’t all that? That’s perfectly normal.
It’s Not (Just) About Content
Content is important. But context eats its lunch.
Keeping Your Business Communications Simple
Study after study shows that people prefer simplicity. Less really is more.
Too Close To The Problem: Effective Communication
Sometimes it’s hard to see the real marketing problem because of one’s own proximity and familiarity to it.
Blending Into The Crowd: The Problem With Price Comparison Sites
If all you have to go on is your pricing being lower, you’re on a one-way ticket to irrelevance.
Saying No to ‘No’
Dear Middle-Managers: Stop being part of the problem.
What Does Your Company Sell?
Are you selling price, or customer value?
Don’t Blame The Tools For Your Lousy Presentation
The reason your PowerPoint sucks is because you’re expecting the software to do your work for you.
“One Size Fits All” Format Coming For Online Video
Some interesting news on the video content front.
Personalization Is Dead
Individualization beats personalization any day of the week.
2010: The Year Of The Video
Your company can no longer afford to ignore the potential that online video offers for your business value messaging.
New Thinking For A New Decade
If you’re marketing this decade like you marketed the last decade, you will most likely be disappointed with your results.
It’s Not What You Know…It’s Who You Know
How the internet, and social networks, have helped break down barriers to commerce.
Small Business Marketing: The Future’s Mobile
The mobile internet is coming fast. How does your company plan to take advantage of the opportunity that online mobile devices will provide?Who’s Damaging Your Brand?
Customers are looking at every touchpoint they see of your business – and judging you accordingly.
Now What Do You Do?
Know your market. Existing customers need different collateral to new ones.
Flash? In The Pan
Flash? Arrggghhh…
The Danger Of The Gilded Cage
Promotion often means rising to the level of incompetence.
Why Should Customers Choose You?
Customers choose to buy from you for many reasons. Your product is just one of them.
Judging A (Note)Book By Its Cover
The birth of a new product segment – and its soon-to-be rapid, untimely death.
How Do Your Customers Find You?
Customers find your business in a variety of ways, via numerous channels. It’s important to be where they expect to find you – as well as not in places where you’re not welcome.
Non-Optional Extras: Hiding The True Cost From Your Customers
When you have the gall to charge an extra $500 delivery on a $30,000 automobile purchase, the only thing the customer remembers is the insult of having to pay the hidden extra.
Taking it Personally With Printed Cards
If you’re sending holiday cards out by email, you’re totally missing the point.
Standing Out From The Crowd
Your business needs to stand out. It needs to shout about how great it is. If it doesn’t, don’t expect anyone else to.
The Writing’s On The Wall For Blogs
Blogging isn’t dying. But the quality and depth of blog articles must increase, in the light of increased competition for reader attention.
Are Your Presentations Letting You Down?
Business Presentations are as much about showbiz, theatre, and acting as they are about message delivery. Which is probably why so many of them suck.
Increase Sales Leads From Your Website
Want more website leads? Get a better company website. Your site needs to be more than an online brochure.
Embrace Video – Before Your Competitors Do
Video-based content offers huge opportunities within any startup or small business marketing repertoire.Even more articles!