Biznology

Video for differentiation, stick to one differentiator

Biznology

According to Gartner analyst Hank Barnes , most technology marketers know they need to emphasize differentiators—so they make a list of them. Spotlight your differentiator by comparing it to something the prospect knows. Why not use video for differentiation?

Your experience and qualifications are not differentiators!

Biznology

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. But experience (no matter how extensive it may be) is not a differentiator.

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Tactical video for technology sales and marketing

Biznology

Tactical videos have specific objectives: establish a value proposition in the prospect’s mind, put across a memorable product differentiator, describe a new use case. Tech companies don’t need a “video strategy.”

3 blockers of outside-in marketing

Biznology

This can be a differentiator for you: using data to get results in a way that is also aesthetically compelling. In the last three years, I have spoken with hundreds of digital marketers about their challenges.

How purposeful branding is driving millennials and social entrepreneurship

Biznology

The world has changed dramatically in the past 10 years or since the 2008 recession. Economic and job growth is coming less from traditional industries or big corporations, but more from entrepreneurial startups.

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How to think about differentiation for your business

Biznology

Agile marketing is based on testing and it is the best way to find the differentiation for your business. Above all, remember that differentiation is not solely about being different. Photo credit: Rev. Xanatos Satanicos Bombasticos (ClintJCL).

Is your marketing telling customers to go away?

Biznology

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.

How even social media & social selling experts are getting LinkedIn wrong – Part 1

Biznology

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.

All social media sites should offer profit sharing and ad revenue

Biznology

Doing so would differentiate the company so to do in a world where the only real incentive is attention, inclusion, play, and information.

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Emotional branding vs. quantitative measurement. Or how fear, happiness, sadness, anger, anticipation and surprise beat “Buy Now” every time

Biznology

The others are awareness, relevant differentiation, value, and accessibility.) Working on a CM project recently, I had the privilege of collaborating with one of the industry’s thought leaders.

Getting to ABM: notes from the field

Biznology

The goal is a highly differentiated customer experience. Account-based marketing is a hot concept in B2B these days, but how does it really work on the ground?

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Differentiate or die! It’s the digital marketing curse…

Biznology

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.

Why animation works for technology business video

Biznology

They don’t often depict actions taking place in space or time as animation does, though they can reinforce concepts, as in this remarkably clear explanation of gravitational waves from TEDEd, where it’s hard to differentiate motion graphics from animation.

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Digital herds

Biznology

To continue with the subway analogy: it’s almost as if all large cities in the world would end up with pretty much the same transit system, instead of looking for transportation infrastructure solutions that would address their specific issues and differentiate them from everybody else.

How long should your online business video production be?

Biznology

In the office, commuting to work, and during off hours; on our desktops, laptops, tablets and mobile devices…we are all watching more online videos for business than ever before.

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Should brands take a public stand on social or political issues?

Biznology

Companies are beginning to realize that an authentic, relevant, and compelling point of view will help differentiate a brand from competition and define it in a way that can significantly enhance customer loyalty.

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Lurkers are the 99.989% of Social Media

Biznology

This is an important differentiation.

The five things most marketers get wrong about personas

Biznology

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.

Stop doing short-term digital campaigns

Biznology

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.

The challenge of authenticity

Biznology

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.

Two reasons to invest in online business video production

Biznology

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.

How to turn your business blog into a publisher

Biznology

What differentiates a business blog From a publisher? Regardless of the products or services you sell, your goal likely boils down to one objective: solving customers’ problems.

How to use Instagram marketing to get new leads for your business

Biznology

However, don’t use a hashtag that is directly related to your company but rather to your industry while keeping it unique enough to differentiate your brand from others.

How to select the perfect B2B data vendor

Biznology

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?

Don’t be a “wuss” anymore on social media with your content and discussions

Biznology

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.

More LinkedIn leads can destroy your revenue performance: an interview with Ian Addison from GetLinkedInHelp.com

Biznology

A lead becomes a prospect when the sales person can identify a differentiated value proposition.

New Developments in B2B Loyalty Marketing

Biznology

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.

Branding as a full funnel journey

Biznology

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.

Does the Internet allow more differentiation?

Biznology

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.

What can your B2B data do for you?

Biznology

Segmenting customers for differentiated treatment. Data is all the rage in marketing today. Everyone is talking about it. “A 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.

3 insights from intelligent content conference

Biznology

But many of those entities the system extracts will be irrelevant to your audience because they don’t relate to how you differentiate your business against competitors. I had the great fortune to speak twice at the Intelligent Content Conference in Las Vegas on March 30.

Is your content marketing using your personas and buyer’s journeys?

Biznology

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.

The secret of radical innovation starts with roadside bathrooms

Biznology

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?

Kiss your line-of-shame smack on its social media lips!

Biznology

If you want to build your brand online circa 2013 from scratch, you need to kiss your own personal shame on the lips through the protective glass that is the line in the sand that you and your employer have decided are grounds for termination. What do I mean?

Make the most of your CRM this year

Biznology

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.

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Is your SEO content suffering from Useless Box Kit Syndrome?

Biznology

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.

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What is Outside-In Marketing?

Biznology

Design: The greatest differentiator between success and failure in outside-in marketing is the point of execution: where clients and prospects interact with content.

Does brand marketing still matter in the digital age?

Biznology

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.

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Add a blog and blogging to your New Year’s resolution

Biznology

You need to blog in order to differentiate yourself well beyond your credentials and your experience. Photo credit: ELTMAN.

Five Ways to “Get Real” With B-to-B Social Media

Biznology

Social media can help you differentiate your company from your competition. 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. But the B-to-B marketers I talk to still sound confused.