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Technology Didn’t Kill Advertising – We Did!

Last week, USA TODAY published columnist Michael Wolff's article, “Whatever Happened To Advertising?”

In the article, Wolff lamented about the changing world of ad men, the move from creative to quantitative and the impact of technology (like the Internet) on advertising.

I’d like to offer a different perspective, one that puts the changes and the solution directly on our shoulders. And when I say “our,” I'm not referring to the ad agencies or the advertisers, but rather the consumers.

Yes, we decided to embrace DVRs so we wouldn’t have to watch commercials. We moved from terrestrial radio to satellite radio so we wouldn’t have to listen to interruptions. We downloaded ad blocker so we wouldn’t have our Web experience cluttered with ads. We stopped reading direct mail and signed up for the "Do Not Call" list.

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The Social Media Alternative to the Super Bowl Ad

 The Big Game is on Sunday, but wait instead of your one-time 30 second Super Bowl ad, you try a more scalable, repeatable Marketing Machine approach. Marketing is a marathon, not a sprint. Make sure your strategy is oriented to the long term because short term lift is not sustainable.  Here is an option to consider.

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Why Is Marketing Strategy So Important?

 An entire month dedicated to marketing strategy? Why? That is a great question. Especially given the data which showed that, as an audience, this topic was less interesting to most of you.

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Marketing Strategy That Leverages Social Media

 Buyer behavior has changed.  No longer are we (as consumers) waiting for a sales person to call on us, we aren’t driving from store to store looking at competitive products.  Now we are starting our pre-purchase research on the internet, asking for a referral or posting a request for referral on social media sites.  Click here to learn more about the changes in buyer behavior.

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Your Business Might Be Invisible - Marketing Strategy Is The Answer

Why is being remarkable SO important? Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. Boring stuff is invisible. Remarkable marketing is the art of building things worth noticing right into your product or service. Not slapping on marketing as a last minute add-on, but understanding that if your offering isn’t remarkable, it’s invisible.

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Your Marketing Strategy Needs To Be Personal

 Last week we talked about building a profile for each of your target markets.  Today we are going to take it even farther.  Not only do you need to understand all the demographic characteristics of your target prospects, but you need to have a personal relationship with them. That means creating “personas.” 

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7 Ways Community Service Can Impact Your Marketing Strategy

 It's that time of year.  Every news story on the TV is about companies donating their time or  money to help people. If you are like most, I am sure you see these stories and think, "my company is never on TV even though we give back."

Here are some ways to leverage your community service activities into marketing gold that DOESNT NEED TV coverage to help you grow your companies.

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Don't Create A Faceless Marketing Strategy

 Marketers love to talk about the target market. Typically a set of cold hard facts associated with a group of people. Here are a couple of examples.

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5 Ways To Match Your Business Strategy With A Marketing Strategy

 
You would be shocked at how many business leaders don't have a clearly defined over arching  business strategy driving their day to day marketing decisions. This becomes challenging when trying to create the marketing strategy, but not to worry.  We have a great solution that will help your team interactively create the business strategy in one 90 minute meeting.

We call it the Stairway 2 Heaven exercise.  All you need is a large wall in your conference room, a set of colored sticky notes and some Sharpie pens.  

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Rethink Your Marketing Strategy To Grow Sales

 
Are you struggling with mediocre sales performance?  Do your sales people regularly miss their  sales targets?  Are you experiencing slow growth or worse no growth?  You might be suffering from a misaligned sales and marketing strategy. 

To get out of this predicament, you first have to take a close look at your marketing strategy. 

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