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. But experience (no matter how extensive it may be) is not a differentiator.
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. If your marketing focus is on your products, your sales prices, your funnel, and your outcomes, you’ve got a problem.
All social media sites should offer profit sharing and ad revenue
MARCH 21, 2017
Doing so would differentiate the company so to do in a world where the only real incentive is attention, inclusion, play, and information.
Segmenting your content marketing
MARCH 18, 2015
Content Marketing Webinars brand differentiation buyer journey Buyer Profile Content marketing Content strategy market segmentation marketing persona Marketing strategy sales funnel targeted content targeted marketing video Webinar
How to think about differentiation for your business
JANUARY 9, 2013
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).
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.
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.
How long should your online business video production be?
JANUARY 20, 2016
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.
Emotional branding vs. quantitative measurement. Or how fear, happiness, sadness, anger, anticipation and surprise beat “Buy Now” every time
MARCH 30, 2017
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.
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.
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.
Lurkers are the 99.989% of Social Media
MAY 6, 2014
This is an important differentiation.
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.
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.
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?
How to use Instagram marketing to get new leads for your business
MARCH 13, 2017
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.
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.
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.
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.
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 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.
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.
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.
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.
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?
Kiss your line-of-shame smack on its social media lips!
APRIL 9, 2013
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?
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.
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.
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.
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.
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. 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.
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.
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. 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.
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.
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.
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. a failure to focus.