Have you noticed that social media is not as effective anymore? That your website traffic is down? That people aren’t opening your email newsletters as much? Content marketing has changed – a lot – over the past 5 years alone. What used to work isn’t a sure thing anymore. How do we adapt to stay ahead of the curve?
Are you famous? Have I heard of you before? Most of us don’t have the luxury of being able to answer “yes” to these questions. In a world where attention gets more and more scarce, what can we do to overcome this – without being the one who simply yells the loudest or without resorting to cheap stunts?
The promise of the Internet has been ruined by advertising. There is no article you can read, video you can view, or social feed you can scroll through without being interrupted by some advertiser’s desperate attempt to steal your attention. Every time I experience this, I feel like I’ve been Rickrolled.
If we look at advertising like pollution, could we make the worst offenders pay a price for making us suffer bad ads? In this week’s episode, I explore the concept of Advertising Offset Credits and the cost of aggressive, self-serving advertising.
Consistency is one of the best ways to earn trust. So in your content strategy, a “toe in the water” approach isn’t going to cut it. You simply have to commit to being consistent. That means that you’re going to have to love the process – not just the results. Are you up for that?
Data-driven marketing is becoming a must-have, even for small businesses. Here’s a brief case study of the Starbucks Star Rewards Program – and how to apply the lessons to your own business.
In your marketing, does what you say about yourself match what your customers say about you? If it doesn’t, you may have a trust problem – and you may not get a second chance to repair the damage.
Your audience will come to you. Give them time. When it’s their decision, it will be a stronger bond between brand and consumer. Are you willing to give up some control for a deeper relationship with your customers?
Today’s consumers are savvy. Before a purchase, they’re going to research you, read reviews, and ask their friends about you. They’re going to make determinations about you – even before the first “touch.” Are you set up to influence the process? Let’s take a look.
How do you behave as a consumer? What’s your evaluation process for a new product or service? Looking at your own process may offer some insight into how you present your offer to your customers and prospective customers.