Channel Partner Marketing is complicated, has a completely different set of problems when compared to corporate marketing, and is a function and team typically understaffed and underfunded even though the largest OEMs sell almost exclusively through channel partners. It’s a dilemma that just doesn’t make logical sense. To top it all off channel partner marketers…
Crafting your business’s unique value proposition is critical for the success of your business. It’s what defines the company’s value and is the source of differentiation in a competitor and saturated market. But maybe we need to take a step back first… A unique value proposition is a clear statement that describes the benefits your…
It happens to all of us: someone in Senior Leadership (or worse an Advisor or Board of Directors Member) puts in a request to get a “high level” overview of how your marketing is performing. Whether you are client-side or agency-side, nothing strikes fear into the hearts of people like a request like this. And…
Digital marketing for local service-based businesses is very different from marketing for an online retailer, local retailer, restaurant, or venue. Your business services to local area, but customers may come to your place of business, you may go to their place of business, or you may go to their homes. The situation is definitely not…
Everyone involved with marketing, sales, and business leadership is trying to get more customers. New customers are the lifeblood of every business. Without new customers things are going to get bad for everyone involved. But when it comes to getting new customers, how are you going about it? Do you have a dedicated plan, consistent…
There are a lot of metrics and measurements out there. In fact, thanks to “Big Data” and cloud computing there are more measurements and metrics than there ever have been previously. CTR. Quality Score. Average Position. CPM. CPC. Click-to-conversion. ROI. ROAS. Attribution models are all the rage: Time Decay, Linear, Markov Chain… even Google is…
The biggest problem with marketing today: marketers (or even worse advertisers) who cram their message down consumers’ throats. Marketers are creating messages in a vacuum, in conference rooms with white boards, without listening to their customers. Marketers are creating content to broadcast, rather than to engage, entice, or educate. Take your standard marketing funnel for…
Milks, eggs, flour, butter, onions, stock… these universally known ingredients which form the base of a ton of recipes (thanks Food Network). Marketing recipes are similar: messaging, ad copy, offers, sense of urgency, and compelling visuals are the base ingredients of marketing campaigns. But the most overlooked, especially among digital marketing efforts: landings pages (a.k.a.…