You’re spending thousands of dollars on a website redesign. You’re running ads through Google. You’re even on Twitter!
But yet, nothing seems to work.
You could have the best product in the world, but if you don’t know how to market it, you’re not going to get as many sales as you should. In the process of not making as much as you should, you’re also going to keep wasting money as you try whatever hot, new marketing trend that the so-called “experts” are promoting this week.
While it may be tempting to jump straight into the tactical phase — creating content, running ads, and so on — it’s important to first step back and create the framework on which to structure your marketing strategy. Otherwise, you might as well be shoveling money into the fireplace. …
What’s the threshold for being able to call yourself an expert?
Usually, experts have years of experience in their chosen profession. They’re at the top of their industry, and they shape the path of progress. We wouldn’t typically say that someone without leadership experience or an advanced educational background is an expert.
And yet, there’s no shortage of so-called “digital marketing experts” or “gurus” online whose only real experience seems to be an online certification course and a middling YouTube channel.
The rise of the so-called “digital marketing guru” (aka the “digital marketing ninja,” aka “digital marketing evangelist”) coincided with the practice of social media personal branding. While social media has undoubtedly created fantastic opportunities for real experts to connect and share their knowledge, it has also opened the floodgates for a tsunami of dubiously self-titled “gurus” just looking for a quick payday. …
If the first thing you do every morning is wake up and check social media, you’re not alone.
Social media has been an integral part of everyday life. Not only does it provide the platform for conversations to take place, it shapes those conversations. That’s why marketers flock to social to connect with customers and try to capture a sliver of that online attention.
As we kick off the new year, it’s worth looking into the social networks that will influence the online conversation in 2020. Obviously, the major players like Instagram, Facebook, Twitter, and Youtube will continue to dominate the social scene. …
Even a great product can crash and burn if it’s not launched properly.
A press release and a blog post alone aren’t enough to make the sales start rolling in, and if you’re sitting on the next big thing, you need an equally innovative and comprehensive strategy to launch your product. Launching a new product is a huge endeavor that involves many moving pieces and clear communications across departments. It takes time, and it’s not something you can slap together in an afternoon.
If you’re ready to embark into the new frontier of your product’s journey to market, then you need to a detailed product launch plan. …
In the past month, personalized marketing appeared on a lot of “top trends of 2020” lists across the web, but you have to wonder if they know what personalization really means.
Separate from mass marketing-or even targeted marketing, personalized marketing speaks to an audience of one. It takes advantage of modern technology to create highly customized marketing materials based on data about a customer’s demographics and behavior. Also, thanks to modern tech, this personalization can now be done on a large scale using automation and machine learning.
For every company promising to deliver a personalized experience, there seems to be a gap in what that personalization means. Many of these definitions fall flat because they don’t truly offer the one-to-one experience that is at the core of marketing personalization. …
Has your content strategy just kind of…fizzled out?
You’re not alone.
So many businesses embark on their content creation journey with the best intentions-”I’m going to write a new blog post every week!” “I’m going to set aside time to post on social and engage with my followers every day!”
Then, as time goes on, it gets harder and harder to stay on track. Once a week turns into once a month which turns into “whenever I get around to it.” Trust me, it happens to the best of us. That’s because content marketing is hard. It takes time. It takes effort. …
This past November, Google rolled out a significant change-one that’s been billed as its largest algorithm update in half a decade. The last update of this magnitude, known as RankBrain, was confirmed in October 2015. The update introduced a new ranking factor that was aimed at better understanding users’ true intent by using machine learning.
Now, Google is expanding upon that machine learning to bring us BERT, a deep learning algorithm that will allow the search engine to better recognize natural pattens of speech.
If all this is starting to sound a bit uninteresting and unhelpful to you, trust me you’re not alone. …
Did you know that the first person to make paper was a Ts’ai Lun, a Chinese court official, who mixed mulberry bark, hemp and rags with water, mashed it into pulp, pressed out the liquid, and hung the thin mat to dry in the sun. The paper that we have today is a result of centuries of technological innovation, difficult, skilled labor, and a desire to improve.
This is all to say that your so-called “million-dollar idea” likely isn’t worth the paper it’s printed on.
A great deal of entrepreneurship content focuses on the idea-the lightning strike of inspiration that is guaranteed to make you a millionaire. …
The beginning of a new year is always an exciting time to be a marketer. Businesses are putting their resolutions into practice. Platforms are hinting at what’s to come. And everyone is doing their best fortune teller impression to predict what the future will behold.
Luckily, we don’t need a crystal ball to predict what’s next for Twitter in 2020.
The platform has been transparent about its direction, recently rolling out major changes and announcing exciting new features coming to the platform in the future. …
When someone lands on your Instagram profile, it should feel like they’re being welcomed and invited to explore your brand. Just when they go to your website or visit your storefront, they should get a sense of who you are and what you do just from the aesthetic you create.
Your Instagram feed may even be the first impression that a potential customer will get of your brand, which makes it all the more important that you convey the right visual message. …