If you have a small marketing budget, there is no shortage of people ready to divide it for you. So much for ads. So much for social. A little for email. Something…
Marketing Strategy
Marketing plans, demand generation, and decisions that connect spending to revenue.
Build a Marketing Strategy That Connects Spending to Revenue
“We need to post more” is a request for activity. So are “Let’s try LinkedIn,” “We should run ads,” and “Can you make the website pop?” Activity can fill a calendar and empty a budget without answering a fairly important question: did marketing help the business? A strategy connects spending to the customers you want, […]
Demand Generation vs. Lead Generation: What to Measure
Demand generation versus lead generation. The “versus” makes it sound like someone has to win, and marketing can stop doing the loser’s job. That’s a tidy debate for a slide. It’s a strange way to describe how buyers actually behave. What are we asking marketing to do? Demand generation helps an audience understand a problem, […]
A Social Media Strategy That Earns Its Keep
A social media calendar can look healthy while the business case underneath it gets weaker. More posts. More comments. More work finding something interesting to say on Thursday. None of that answers the question I…
What Brand Positioning Examples Can Actually Teach You
Brand positioning examples are easy to admire and surprisingly easy to misuse. You find a famous company with a clear message, borrow its tone, and hope some of the confidence transfers. The page may sound…
Can Customers Tell Why They Should Choose You?
You may know exactly why your business deserves the sale. Your customer may see three companies offering roughly the same thing, each promising great service and excellent results. From that side of the screen, the…