In a previous blog post I have discussed how we need to identify each and every touchpoint with our brand to examine how we can use them to build it, and how we need to make sure that we consistently deliver the same brand experience through each of those touchpoint. This is not enough though. You also have to remember to repeat, repeat, repeat, repeat, repeat and repeat again. It’s Great to Be Bored! Repetition is absolutely key in marketing and I can promise you that if you are doing your marketing right, you will get bored. You will get bored of your brand identity; your colours, … [Read more...]
The Marketing Process
It is important to understand the process your prospective customers go through before they are ready to buy from you. If you understand that process, you are better equipped to put in place marketing activities that support it, and help lead people through it and towards buying from you. The first step is for people to know you exist, so awareness is the first thing. I don’t just mean people seeing you once or twice, but actually noticing you. Actually registering that you exist. It’s pretty hard to get people to buy from you if you don’t exist, right? ;) But even if they … [Read more...]
Content Marketing: Are You Leaving Money On The Table?
Content marketing is something that is close to my heart as a marketer. I am very much the content marketing evangelist and have spoken quite extensively about it. In my Icelandic online training program there is a very big module about marketing communications and as I am reworking the materials in English (my training will be launched internationally next year) the realisation just hits me again and again how large a part of modern marketing content marketing is. Amongst other things, the marketing communications part of my training covers the marketing process, how marketing … [Read more...]
Use Content Marketing To Make Your Life Easier
- by educating your customers Content marketing is one of my favourite aspects of marketing for many reasons. One of the somewhat hidden benefits of content marketing is how it can improve your relationship with your customers through their learning. Most of us have experienced bad customers, whether they were difficult to sell to to begin with or whether they are difficult to work with once business is underway. There are many reasons for them being this way (some people are just like that ;) but in many cases these difficulties can be reduced through content marketing. By informing and … [Read more...]
Lead Me
For those who have been following me for a while, the marketing process is not a new concept. In another post I have talked about owning rather than renting your marketing, by using advertising and other means to get people into a marketing process where you don't have to pay each and every time you want to make contact with those people. I want to talk a bit more about how we can own our marketing, and how we can use the concept of lead management to do this. A lead is someone that has come into contact with us and is now in our marketing process. This is how I have usually portrayed … [Read more...]