We’ve written on this blog previously about the importance of content and
how writing is often undervalued, whether for a press release, website,
social media, email or really anything else. Just as important as having
the right content and writing well is having the right tone.
People connect with – and buy from – people, or at least the brand’s
personality. Make sure your approach to your content represents your
company’s personality. If you are a creative services company and a bit
irreverent, your tone should reflect that. At the same time, you probably
don’t want your medical institution to attempt to be hilarious. And, if
you don’t know what your company’s personality is, this exercise did a
great job fleshing out a bigger issue.
Then, make sure you are consistent. Mike talked about this a bit earlier
this week in his post Fall Cleaning: Clean Up Your On... (more)
Marketing and Sales
If you haven’t addressed the first two steps in the lead generation
planning process - establishing the right mindset and building a strong
roster of stakeholders - you may want to go back and review those before you
read this. After all, if you’re a smart lead generation marketer, you
know (or you’ll find out) that process is critical. Skip a step or ignore
part of the process, and you can expect a weakened lead generation program.
Next up is identifying the metrics that matter. Note I am using the phrase
“that matter.” Simple, but important. Many market... (more)
The Social Media Guide
We talk a lot about social media on Marketing Trenches. And for good reason -
Social media seems to be at least one item on the agenda for about 90% of the
meetings we have these days. Everyone wants to run 100 miles an hour to do
something on Facebook, LinkedIn and Twitter. I wrote about this previously in
Want to Succeed In Social Media? It Sure Helps to Have a Strategy.
A big part of any strategic plan is revisiting that plan - Making sure you
are doing all the things you should, adjusting the pieces that aren't working
and continuing to optimize the pie... (more)
I used to love lists. I am a card-carrying list maker since 1980. I still
prefer a good pen-and-paper list on a notepad to a Word doc, wiki, or
List-makers used to be somewhat unique, and kind of freaky types. Now,
everyone makes lists. People Magazine publishes the Most Beautiful People
list. ESPN publishes the Top Athletes of the Century list. Less known
publishers distribute some really fascinating material, like the 50 Best SEO
Blog Posts of 2009 or the Top 10 Most Important Tweets of 2009.
I am taking a stance against lists, if only for about one week. My ... (more)
Twitter on Ulitzer
For those of you who read Marketing Trenches regularly, I promise this is the
last time I will post something about Twitter for at least one month.
There are more pressing topics to cover, topics that are more relevant to
your various business missions.
That being said, given the relative popularity of my last post - The Only
Rule of Twitter: Be True To Yourself - I decided to finish a post that I
started conceptualizing weeks ago.
I am a small business owner, and from what I can gather from sources like
Entrepreneur or Inc. Magazine, that makes me about as ... (more)