Less marketing noise.More clarity, strategy, and action. Blog
Small But Mighty Episode 15: Lori Pearlstein on the value of in-person connection and authenticity in marketing
I was excited to talk to Lori Pearlstein of PlayWorks, who uses improv and humour to help people and businesses get more comfortable and spontaneous when speaking in front of others. There is value in connecting with people in-person and over the phone and Lori encourages us to do more of that and rely less on social media. In this episode, Lori and I chat about how COVID-19 means we rely a lot more on online communication, but how we can also use this time to improve our comfort and confidence to have better, more authentic conversations in our businesses.
Tactical or strategic marketing? Spoiler, you need both
When creating a successful marketing plan, it’s important to incorporate both strategy and tactics. Rather than opposing one another, the strategy informs the tactical choices. Anyone who tries to separate the strategic from the tactical is missing the big picture.
How to create valuable content
How do you feel about the content you’re producing? Regardless of your company size, content marketing should be a key part of your overall marketing strategy. After all, content is the fuel of every other part of marketing.
Test, measure, tweak, repeat: Maximizing the ROI of your marketing efforts
Having a marketing strategy means you should be aware of and in touch with your ideal client: understanding what platforms they’re on, what questions they’re asking, and what solutions they’re looking for so you can speak directly to them.
It means you should have a clear marketing message: one that reflects your business values, your mission, and what your company stands for.
It means you should set appropriate goals, aligned with the metrics that matter most for your company.
And it means that you should be actively testing different methods, campaigns, and approaches to see which give you the biggest return on investment (ROI).
Match your message to the moment: 5 things to consider when reviewing your brand activism marketing strategy
In recent years the tendency of brands to speak up about subjects like racism, human rights, equality, and other social justice topics has increased. This tendency, sometimes referred to as brand activism, might have you questioning whether you should shift your messaging, as well as when and how to do it.
Social media has created an environment where anyone with an account (okay, pretty much everyone) has direct access to brands. People can easily get in touch in real-time, comment or share their experience, and create buzz surrounding a particular brand.
Your marketing strategy should take into consideration your business values and company mission, and focus on matching your message to the moment.
What's your point of view and why do you need one?
Your point of view is how you see the world. Your point of view is an expression of the problem you solve, your approach to solving it, and why people should work with you. Having a documented point of view will give you a tool to center these ideas in content so you can help your customers understand the big picture of what they get when they choose you in every piece of content you share. It makes your content consistent in sharing your point of view, regardless of the topic you’re taking on.
Small But Mighty Episode 14: Sherry Crummy on marketing and business lessons learned
There comes a time in the life of every business (even a marketing business) when you need marketing help. Sherry Crummy, of Crummy Media Solutions, is one of my go-to people for digital marketing advice and it's great that she's my first guest of 2021 on the podcast.
Marketing is an ongoing conversation! Here’s how to keep it going
Whether you’re posting on social media, writing a blog post, or any other type of content, there’s a tendency to lean towards information overload.
Even when it’s the first interaction, I often see people trying to include all the details of their product or service in their content, with the intention of telling their audience anything and everything they can think of to make a sale.
The problem is that this approach rarely creates the intended impact. In fact, more often than not it results in the opposite effect: overwhelm and disconnection.
How to create content that’s relatable (so it sticks)
We send subtle messages in content with the words we choose, the examples we share, the structure we select to lay it out, and the medium we use to deliver it. The best content reaches out to the audience using the words they use, examples they have lived or can imagine, and is delivered in a structure and medium they’re eager to consume.
Data-based decisions: The antidote to shiny object syndrome
It's easy to get caught up in the excitement of a new social media network (hello Tik Tok!) or a nifty email marketing tool for your business. New tools and networks often have a lot of hype around them and seem to make incredible promises about the growth, success, and ease they’ll bring to your business.
Shiny object syndrome describes this tendency -- the inclination we often have to chase the newest thing, rather than stay focused on what we’re doing.
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