The core of marketing is communication, so anything that begins to degrade your communications by increasing noise and decreasing signal should be avoided. One of the biggest challenges in this regard is the fact that marketing communications start out with a handicap because people by default expect to have to engage the baloney filter.
Marketing doesn't just happen prior to the sale. Everything your business does after the sale contributes to the establishment of your brand. It all needs to be examined as communication. What message are you sending?
Excellence is your secret weapon - have your marketing articulate to prospects how your bring it to the table. This positions your business as the go-to answer for solutions, and helps foster loyalty.
Nice site packaging needs to contain solid, meaningful messaging that resonates with your audience. When we do a redesign, we need to craft focused, engaging content and structure it properly while making sure the message flows well between key points.
What do John Lydon and Audrey Hepburn have to teach us about good marketing communications? Plenty. If your design doesn't communicate the right substance, the packaging is irrelevant.
Benefit from the wisdom of kings. Bringing an outsider in to lead a strategic insider discussion about marketing communications can bring fresh perspective that opens up new possibilities.
If your platform isn’t yours, you don’t control it. Now, Facebook marketers are seeing their fan relationships taken out of their hands.
Buzzwords in our marketing can get in the way of actually connecting with our audience. Are we trying to communicate, or merely impress?
Good marketing communications have a wedge shape to how they are put together - they lead with the core essentials, and then broaden out to unpack secondary and tertiary messages.
As you build your brand online, be sure that you do it on foundations that you own and have control over. The last thing you want to do is find that you have built in a spot where things could shift and topple your business.
This picks up on the second phase of visitor interaction with your website in our two part look at how to counteract online ADD among your prospects.
It’s critical to understand that when someone arrives on your homepage, they go through two main phases in their interaction with it.
“Water, water everywhere… and not a drop to drink” spoke Samuel Taylor Coleridge’s ancient mariner when he was adrift at sea – and for someone digging around on the ‘net, it can feel the same way.