Posts tagged as:

Marketing

Be the editor of your brand

by · July 24, 2014

There are about a thousand ways to say what I need to say today: Less is more. Never add, always subtract. Pare it down. I’ve recently decided that we could all use a good editor. It’s easy to believe that pushing out new content several times a day is the goal. It isn’t the goal. It isn’t even close to the goal because, well, it’s potentially annoying to your customers. The goal should be pushing great, sharable content. I think that’s where we all started. I think we started with good intention to contribute great content to our audiences, but then we fell into the trap that we all fall into from time to time. If it works…do more! Sometimes more is just more. Never forget that. More is just more. More does not equal better. Better equals better.

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LinkedIn reminders for marketers

by · July 8, 2014

Of late, I have been bombarded with a number of unsolicited sales messages from people I do not know on LinkedIn. And I am not even talking about the hundreds of generic “Connect with me on LinkedIn” connection requests from people I do not know that I get in a given month. This is straight up sales pitches via LinkedIn’s platform. I am talking “Buy now” stuff and “Hire our firm to do xyz”. And it is annoying to say the least. It makes me use LinkedIn less. I am growing tired of getting mail that I don’t want in exchange for being visible to people I used to work with. It is a dangerous place for LinkedIn. It is possible that this is happening because people see an opportunity to use the LinkedIn platform to go deeper within their marketing efforts and launch direct marketing via the channel. Sounds awesome in theory, but like the email channel, people do not like unexpected solicitation in their inboxes. No one signed up for your sales pitch and just because we share a group does not give blanket permission to directly solicit people. LinkedIn is supposed to be about relationships and networking. And too many of us are skipping that part and trying to go directly to the sale. We should not skip that step…it’s the whole idea of LinkedIn! With that, here are a few reminders for marketers to be better marketers on LinkedIn. There are five things you can do that will increase your chances of getting my attention and not getting marked as spam and ending up in LinkedIn Jail

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Four innovation traps to avoid

by · July 3, 2014

We work with a number of very large organizations that strive to innovate in their category. Innovation is an awesome buzzword. One that gets shareholders excited. There are in fact whole departments at some companies dedicated to innovation. In addition to large organizations, I’ve also been involved with start ups of late who have laid out their sole purpose to change the way things are done in various industries…you, know disruptors. And these two entities, large companies and small startups do things so completely differently, but the ones that really come through and innovate and disrupt, they have either avoided these traps, or were nimble enough to escape the trap quickly and adjust.

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Swallow your fear and start measuring

by · June 24, 2014

Digital marketing is my passion. Some would say I am “tattoo passionate” about digital marketing. I freaking love how people can do darned near anything online and how marketers can leverage the endless possibilities of digital to create meaningful experiences for their customers. It brings me joy. You know what else brings me joy…doing a good job and being good at what I do. And I have to know if I did well or not, because it is really, really, REALLY important to me. I need a scorecard because you see, I am insanely competitive. And it is really hard to know the work I am doing to create meaningful experiences for customers is working. In fact, it’s really hard when we collectively jump under our desks any time anyone asks us about return on investment.

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Eight tips to kick summer’s butt

by · June 18, 2014

It’s summer and in our house that generally means crazy town. My husband and I both telecommute, which is awesome and also a challenge. We both have flexible work environments so we split time during the workday and take turns as parents with our son.

To many people this sounds completely awesome and ideal. And in so many ways it is. What falls apart? Things like extra blog posts, webinars, working out, grocery store visits, you know… life. (I promise I’m getting to the point) And then it struck me, this should be the time of year when we appreciate the glory of summer and instead of freaking out about not getting to every little thing, we get a 10-12 week period of time to change gears. So, let’s embrace it with the following tips that we can apply to work and home:

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Finding your content mojo

by · June 3, 2014

As brand marketers we are tasked constantly with maintaining a social channel. And in doing so, we need to generate a TON of content. It is a huge challenge and one that has created some serious social paralysis in many marketing departments. Not only are we tasked with generating a lot of content, but our audience is looking for it to be (gasp!) useful and (dear lord!) valuable to them. Plus, we aren’t really supposed to be talking non-stop about the brand, so what are we to do. Simple – find a few key social themes.

Social themes are basically buckets in which your content shares some commonalities. For example, when I am curating content for our Facebook and Twitter channels, I focus on customer experience, innovation, content and channel strategy. These are the themes that drive my passion as well as the passions of our readers. We know our readers care deeply about these topics and there is a lot of amazing content that is developed to support these themes. Themes are incredibly important when you are curating content as they help focus your efforts and ultimately save you time and effort.

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Pivot like a champ

by · May 14, 2014

Our world is in constant flux. I think we like it that way. It makes us feel alive and allows us to stretch and also to complain. We like complaining, but that is for another day.

The level of upheaval in social media and digital marketing is something that we are becoming accustomed to. It is a good thing. Makes us nimble. Except when it doesn’t. Sometimes constant flux makes us panic and panic makes us pause and flap our arms a little.

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Social Grows Up

by · May 1, 2014

Social is older than we think. Listservs were the first foray in social and those were alive in the late 70s. But, mainstream social is becoming a teenager. Teenagers can be a wildly frustrating bunch. They change, have attitude and have a unique and burning desire to push buttons and challenge convention. I can see how this is manifesting itself today.

There has been quite a kerfuffle over how Facebook has changed their algorithm to hinder a brand’s reach. People have said that they are biting the hand that feeds them (total teenager move!). Over at Twitter, they are working hard to monetize their platform with more ads in feed. And LinkedIn is becoming a classifieds section and everyone’s content (people included!) is getting lost. Yes, indeed, social is growing up and becoming a fine teenager. And it’s time for us to let go a bit so that we can grow up too. Here are a few points to ponder as we do this.

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Stop trying to be human – Try being useful.

by · April 23, 2014

Once upon a time businesses were businesses and people were people. Then one day someone (probably at an agency, possibly a real-life Don Draper) convinced a business to be more like people. And businesses made attempts to be more like people. The actual people didn’t buy it and then the big bad Facebook changed their reach algorithm and no one lived happily ever after. The end. Or is it?

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