Archive for Marketing System
How I would Market your Company? – Step 7 of 10
Posted by: | CommentsYou want me to start marketing your company today. Here is what I would do:
7. Creating a content marketing strategy based on your customers buying process and need.
I believe content marketing is what really works these days and without it it is very hard to differentiate yourself. A quick outline of a great bo
ok on the subject that I keep promoting:
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Defining the organizational goals.
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Determine the informational needs of the buyer.
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Determine what you want the customer to do and why this helps the business.
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Determine the product and content mix.
A few examples of the product and content mix were:
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Print newsletter
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E-book
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White papers series
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Website and blog
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Social Media component
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Article marketing
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News releases
Excited to show you the new cover for the revised and updated paperback version of Get Content Get Customers (Turn Prospects Into Buyers with Content Marketing), which will be available in bookstores on May 22nd. And, by the way, the paperback does include new case studies and has a few expanded pages on social media content marketing.
Also review my E-book on Mirror Marketing
How I would Market your Company? – Step 4 of 10
Posted by: | CommentsYou want me to start marketing your company today. Here is what I would do:
4. Create a list we can interview that makes up your buyer, present, past and NEVER. Oh, yes, interview them.
This is normally a huge stumbling block. People time and time again want to build their marketing strategies and tactics within their own four walls. Marketing is about customer communication. So if you’re going to build a plan to do that, you must start at the very beginning, communicating with them. And it is important to get a complete mix, including the ones that don’t buy.
It’s simply not about you, your customer does not care about you and many of the points you’re trying to get across in your present marketing material. He simply cares about who demonstrates best how they can make him more money or make his life easier.
Interviewing people outside the company is scary to many. Typically, companies will agree to a survey of some type. But to leave an outside organization call and communicate with their customers is seldom acceptable. But I would encourage someone other in the organization to talk to these people rather than someone they communicated with them during the sales process. People will continue thinking that it is sales tactic or a type of sales trying to solicit information from them and will answer accordingly. It either takes an independent firm or someone that can assure them that it’s got nothing to do with sales or the judgment of an individual. It has everything to do with the system.
How I would Market your Company?
Posted by: | CommentsYou want me to start marketing your company today. Here is what I would do:
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Get all of the material you have and a list of all your listings and advertising you are running.
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Review your measurements on what is working and what is not, if you have them. If you don’t know, stop doing it!
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Review how your product helps your customer and all the material you have to support that.
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Create a list we can interview that makes up your buyer, present, past and NEVER. Oh, yes, interview them.
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Separate products/services into existing sales channels and map customer buying process.
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Use existing if applicable; create new media around step 5 to include print, media, internet and sales processes.
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Creating a content marketing strategy based on your customers buying process and needs.
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Create conversation officer position to support material and manage communications.
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Make a significant web presence through social media and communication channels with stakeholders. Create local presence, online and off-line.
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DO IT!
Inspiration provided by a post from David Meerman Scott.
Top 5 Reasons a Good Idea – Product Launch – gets shot down!
Posted by: | Comments5. Internal focus instead of external. Your engineers and developer are not all knowing, but your customers are.
4. Committed Resources : The resources that are built around a new project can get lost in the everyday shuffle.
3. Not funded properly: Yes, Guy Kawasaki can start things for pennies, but I can’t.
2. Having a system in place: How many times does a good idea fail because of a poor plan.
1. Time : People just try to do things to quickly without having a good foundation in place. Creating linkage takes time.
Can you think of a few more?
Check out my Product Marketing Process .
