Your experience and qualifications are not differentiators!
MAY 19, 2016
I recently started a discussion within different LinkedIn groups where I asked consultants , sales, and marketing leaders how they were differentiating themselves from others in their industry. One consultant mentioned that her differentiation was defined by her extensive experience and her successful professional achievements, which contributed to the development of a variety of sectors.
Is your marketing focus internal or external?
JANUARY 20, 2017
Quite a bit of this is Marketing 101: benefits, not features; pain points; the cost of doing nothing; points of differentiation; and so on. This isn’t so marketing can gin up some language to differentiate weak products, but so new products are developed based on what clients are telling you they want. All the “yours” in that last sentence should be a pretty obvious clue.
How even social media & social selling experts are getting LinkedIn wrong – Part 1
AUGUST 31, 2016
They want to see real, differentiated value, and how you turn their vision into results they want to achieve. In previous posts, I shared how CMOs at Xerox, Lithium, G2Crowd, Wiley, and XOJet are getting LinkedIn wrong as they simply focused on brand awareness, reach, and filling the funnel. Click here to read the post on the Biznology.com blog. Rifles trump shotguns in this case!
Is your marketing telling customers to go away?
JULY 8, 2016
But I have consistently been underwhelmed, as a marketer, when I try to figure out how any of these hotel brands are differentiated from each other. Sure, I understand that the Ritz-Carlton is differentiated from the Red Roof Inn. Now I know how to differentiate Hyatt from the rest. I travel a lot for business. But what is the difference between Motel 6 and Super 8?
Do you understand your digital differentiation?
JANUARY 1, 2014
They call me in, asking me why their digital marketing isn’t working and all-too-often one of the problems is lack of differentiation. It’s not even simply that their products are not differentiated, but often I find that they don’t even know what differentiation really is. Clients tell me that their products are differentiated. Face it.
Stop doing short-term digital campaigns
JANUARY 25, 2017
But if you create a new campaign with new differentiation and branding messages, that will then compete with the previous one, preventing maturity. Regular readers know my work focuses on building more relevant content for the target audience. One of the common objections to this goal is that it is very difficult. How do I know what my audience needs? How does this help? Like this post?
The challenge of authenticity
JUNE 20, 2016
The most important unique details about a brand involve how it is differentiated against competitors. But if brands start with their differentiation, it is akin to revealing personal details about oneself before the audience is ready. How to write content that is both outside-In and authentic to your brand. still want to do that, but not this time. Personal brand and corporate brand.
Don’t be a “wuss” anymore on social media with your content and discussions
OCTOBER 10, 2016
You see, I differentiated myself and my firm from others as I clearly show how social media firms are simply playing a numbers game and how they are failing to qualify and validate leads. If you’ve been following my content, you would have seen that I engage in creating challenger sales and marketing content. Why Would I Be So Provocative and Challenge My Prospects’ Approach?
Differentiate or die! It’s the digital marketing curse…
MAY 2, 2012
While I am usually preaching differentiation to large businesses , I have been working with a lot of small businesses lately in my workshops and online courses. And some of them aren’t always happy about my advice, because their differentiation has always been about their location. With digital marketing, you must differentiate or die. 0 (Photo credit: Wikipedia).
The five things most marketers get wrong about personas
OCTOBER 1, 2015
Forgetting our differentiation. For each one, we need to know how our offering’s unique differentiation speaks to that persona. One way to limit the number of personas is to be ruthless about recognizing that we aren’t differentiated for every kind of customer. I’m tired of personas. It’s not that they aren’t valuable. Creating too many personas.
Lurkers are the 99.989% of Social Media
MAY 6, 2014
This is an important differentiation. Sam Fiorella , Partner at Sensei Marketing , recently wrote “ Community Management: The 90-9-1 Rule is Dead ,” about how the old concept that 90% of all your followers are just lurking, 9% are engaged, and that only 1% of the community actively produces content. From Producers to Audience; from Hobbyists to Consumers. It doesn’t matter.
Two reasons to invest in online business video production
OCTOBER 16, 2015
So if you decide to differentiate your business by having corporate sales and promotional videos on your website, these decision makers are going to get more out of it compared to reading. To get informed and educated quickly, the people who make decisions are watching more and more online business videos every single day for a reason. But if they ARE busy, they will prefer to watch.
How to select the perfect B2B data vendor
AUGUST 24, 2016
Competitive differentiation. How strong are the vendor’s points of competitive differentiation? Most B2B marketers rely on customer data from third party suppliers. But how do you choose among the myriad data providers out there? Just To get started, you need to identify your business and marketing objectives. Let’s look at this process in detail. Here are some examples. Criterion.
Branding as a full funnel journey
AUGUST 24, 2015
However, branding as a full funnel endeavor, with a goal of nurturing or pre-selling, opens up countless opportunities to differentiate. It’s a commonly held belief that actual transaction conversion takes place at the very end of the buyer’s journey. This approach uses old school pitches, usually incorporated into a multimedia vertical blast aimed at bottom funnel travelers. Like this post?
New Developments in B2B Loyalty Marketing
NOVEMBER 21, 2012
For example: Data-driven segmentation and differentiated treatment. Photo credit: Wikipedia. Business marketers have much to gain from retention marketing. Business customers tend to be fewer and more valuable—meaning you can’t afford to lose even one. But how do you keep your customers active and buying from you, versus the competition? How do you prevent defection? Incentive programs.
What can your B2B data do for you?
JULY 2, 2015
Segmenting customers for differentiated treatment. Data is all the rage in marketing today. Everyone is talking about it. “A carefully considered data strategy must be a CMO’s top priority,” says AdAge. Data has been called the “new oil” that fuels marketing today. But B2B marketers still struggle to get their full share of value from data. Modeling and predicting customer behavior.
Is your content marketing using your personas and buyer’s journeys?
OCTOBER 21, 2015
Better yet, how is that particular marketing message differentiated from your competitors? I don’t generally see content being designed for personas and buyer’s journeys. I am not sure why, but I have suggested one change for clients that has helped. Create a grid of personas and buying steps and target content to each cell of the grid: Learn. Compare. Grandma. Grandpa.
Make the most of your CRM this year
FEBRUARY 26, 2016
Customer service is expected to be the key differentiator , even over price, by 2020. Maybe you started working with a CRM last year, but you didn’t get it set up in the most efficient way to meet your business needs. Maybe it’s one of your goals in 2016, and you’re just not there yet. Don’t worry – you can still take advantage of all the great features a CRM has to offer.
What is Outside-In Marketing?
APRIL 28, 2016
Design: The greatest differentiator between success and failure in outside-in marketing is the point of execution: where clients and prospects interact with content. As Mike announced on April 21, 2016, we recently published a book together called Outside-In Marketing: Using Big Data to Guide Your Content Marketing. The Story of the Book. This book is not about that at all. It was too deep.
The secret of radical innovation starts with roadside bathrooms
APRIL 5, 2013
Want to differentiate yourself from your competitors? Innovations in these touch points will help differentiate you from your competitors and give your customers more reasons to buy from you. Credit: Seth1492. What does innovation look like? Is innovation something that only big companies like Apple and Google can do? Absolutely not! Every organization can be innovative.
Kiss your line-of-shame smack on its social media lips!
APRIL 9, 2013
” And if you’re not willing to publically buzz the tower — to really set the windows rattling and maybe put some coffee down the captain’s shirtfront — you’ll never be able to differentiate yourself from all the other people who are hitting all the same points with the same tone. What do I mean? “Goose, it’s time to buzz the tower.” And
Does the Internet allow more differentiation?
JULY 5, 2011
If you are a marketer, you can't ignore differentiation. Differentiation is not just about a difference from the competition--it's a difference that your customers care about. Without some kind of differentiation, marketers don't have much to talk about. And talk they do, every kind of advertising is based on some kind of marketing message--most about differentiation.
Is your SEO content suffering from Useless Box Kit Syndrome?
JULY 30, 2014
But you’ll also want to determine how your Title can differentiate your listing and pop off the page. Your company is blogging on a regular basis. Your site has all the social media bells and whistles. But sadly, your SEO content could still be pretty useless. I was thinking about this after I watched ThinkGeek’s Useless Box Kit video. The video shows a black box with a switch on top.
Machine Learning: a digital Cambrian explosion about to happen
JULY 11, 2016
New habitats opened as organisms were able to see their environment for the first time, and an enormous amount of specialization occurred as species differentiated. . Evolution as understood by Charles Darwin was supposed to happen very slowly and gradually. This will have a profound impact in all industries, and in the social contract we grew accustomed to. Like this post?
Add a blog and blogging to your New Year’s resolution
DECEMBER 25, 2012
You need to blog in order to differentiate yourself well beyond your credentials and your experience. Photo credit: ELTMAN. In large part, I can thank blogging for most of my professional success. There is no more efficient way of expressing passion, what you know and how you think than writing it out and a blog is the perfect platform. In many ways, blogging made me. No, it isn’t.
Does brand marketing still matter in the digital age?
APRIL 1, 2013
How do you differentiate when being the one down the street no longer matters? Photo credit: DavidErickson. Most of you know that Biznology is all about digital marketing, which is a nice hot topic to cover. And you’ll be forgiven if you think that all this focus on shiny new marketing techniques leave little room for the tried and true. But you’d be wrong. What do you stand for?
Scarcity and what it means to online marketing
MARCH 9, 2016
But if you can differentiate and market a “scarce good or service” that others can’t or don’t know how to, you can win the margin game. As marketing people, we are often reminded of the principles of supply and demand. With the advent of digital marketing we’ve become pretty good at applying market timing (right time, place, and offer) to our methodology. It plays something like this….
Five Ways to “Get Real” With B-to-B Social Media
FEBRUARY 29, 2012
Social media can help you differentiate your company from your competition. If you want to be seen as a thought leader in your industry, or a trusted advisor to businesses trying to solve problems, then it’s all about content. Image by Getty Images via @daylife. Today, 89% of B-to-B marketers in the U.S. are using social media, says a study conducted by iTracks and the Business Marketing Association (BMA). In fact, B-to-B use of social media may have even eclipsed that of consumer marketers, according to another report from White Horse Productions. What’s really worth my time?”
Automotive: an industry ready for advocacy and experience innovation
NOVEMBER 9, 2015
The following are some benefits and where the industry can innovate and differentiate through throughout their business model. On top of this, advice on additional services around a car purchase will become increasingly important in differentiating dealer offerings that support the dealer’s brand. It is an extraordinary opportunity to communicate differentiation.
Are you surfing the social media wave (or are you too far ahead or behind)?
AUGUST 13, 2013
You might think that being cutting-edge with regards to tech, social media, communications channels, and advertising is the best differentiator, your secret weapon. Social media marketing and digital PR consultants spend too much time paddling and not enough time surfing. Let Be careful! Here’s a hint: there’s no real money in risk. It’s not true. Related articles.
The Internet of Everything is Here
JANUARY 7, 2015
What differentiates the 3rd platform from other technology innovations is that much of it is consumer driven, bubbling up from innovators or industry specific applications. At the beginning of a new year it is customary to size up the past year and look forward to what awaits. This transfer of data enable insights and determines actions. It is the Star Trek replicator made real.
Common Content Marketing Mistakes To Avoid
FEBRUARY 13, 2013
In fact, blazing your own path can be a great way to differentiate yourself. Photo credit: DigitalRalph. You’ve always been marketing. First it was search marketing, then social media marketing, and now you’re looking at the latest thing–the combination of search and social called content marketing. Confusing Channels for Strategies. What are their pain points? Forget it.
MAY 1, 2013
Digital marketing requires laser focus
AUGUST 30, 2012
Marketing has always needed focus–focus on who your best customers are and what your biggest differentiation is. Bulls Eye (Photo credit: Jens Dahlin). Three clients. Three stories. But they are all, in a sense, the same story. failure to focus. Because if you don’t, someone else will. So why am I harping on this? Of curse I can focus. Of course I can prioritize.
How customer experience supports brand loyalty through relationships
JANUARY 7, 2016
That’s especially true of most high line luxury goods where informed brand differentiation can make the difference between success and failure. It’s time to take the wheel, even if you’re not into cars. We’ve all heard and read a lot about customer experience recently and how the study of and practice of CE Marketing has become an area of specialization and innovation. Like this post?
The Cambrian Explosion and our obsession with “the next big thing”
AUGUST 5, 2013
As it grows and matures it will become a key differentiator of business and technology management. Photo credit: Wikipedia. You’ve heard it before, perhaps with different words. Gartner defines the “Nexus of Forces” as being “the convergence and mutual reinforcement of social, mobility, cloud and information patterns that drive new business scenarios.”
Email marketing done right (or how to keep people from unsubscribing)
APRIL 24, 2014
If discounts are your point of differentiation, you will live and die by the price sword and you can count on coupon-hunting customers punching the unsubscribe button the minute you stop offering discounts. I recently stumbled across an interesting website: Unroll.me. 1-800 Flowers topped the list with a 52.5% unsubscribe rate. Why do people subscribe to begin with? Work the body.