If you were to stop promoting your content tomorrow, would you have a group of followers still seeking it out and consuming it? To me, this is the single best test to determine whether or not you have a real Content Marketing strategy. Confused? Let me elaborate a bit. Do you ever see and click/read articles on celebrity news or “click baity” type content? Perhaps you’ve visited that same website 2-3 times as a result of ads or social media posts you’ve seen, but would you be actively seeking that content if it weren’t presented to you? I watch Moz’s...Read More
This is something that has bothered me for quite some time. I see businesses and contracted marketers promoting, buying into and implementing “social media marketing” strategies that go something like this… Post article links that you think are relevant to your business and audience See that nobody engages in the post and that your reach is almost non-existent Rinse and repeat… Why is this insanity so prevalent? Why does this continue to happen? Why are business owners investing their marketing dollars into these activities? Why are marketers/agencies SELLING this?...Read More
I’m a big proponent of helping small businesses improve their organic search standing, I love the concepts around content marketing and audience building, I think there is great value with social media if managed properly and I’ve seen awesome success with email marketing when it comes to up selling and increasing repeat business. With that said, I’ve realized more and more over the past year or two that the SINGLE most valuable strategy for small business marketing (and where we generally start our service offering for most clients now) is with online advertising,...Read More
Justification vs. Collaboration Something I’ve learned over the past few years of managing a business and dealing with clients is the importance of collaboration vs. justification. I believe this is the most important aspect of successful customer communication and relationship management. I’ve worked for people (and I’m sure you have as well) who spend all of their time dealing with clients by constantly trying to justify why something is the way it is, or why something happened. A change in mindset can dramatically help your customer relationship management, improve your...Read More
Although I currently operate my own small consultancy firm, I’ve also spent some time working as a full time employee of several other agencies. Although I learned a lot from those experiences, I also learned through firsthand experience the issues that can arise from the conflicting goals of trying to make money and serving the needs of the client. Two things stand out in my mind that I try to carry with me every day. If we (as marketers and agencies) can learn from these pitfalls, I believe we can achieve a better reputation for our industry as a whole, better results for our...Read More
The term Inbound Marketing and it’s methodology are both fundamentally flawed and harmful to marketing practitioners trying to find the best ways to grow and help their businesses succeed and that the distinction of “inbound” vs “outbound” is utterly useless.
As marketers, we’re tasked with developing and implementing strategies to achieve key business objectives from attracting new customers to increasing repeat business, building a positive reputation and more. With that in mind, shouldn’t we be using any and all strategies and channels available to assist in those efforts? Did you know that even Hubspot uses methods like paid promotion and advertising as part of their standard content promotion process? I know this because it was part of the presentation by Hubspot’s own Amanda Sibley at Inbound 2014…Read More