The marketing you've been doing has been working fine. Up until now. But it's time to go to the next level and untap a new source of growth. Is the thinking behind your Brand Positioning Strategy up to the challenge?
These days just having a website isn’t enough. Your site needs to be the golden apple that shines from the tree, attracting (and converting) visitors from far and wide. To help you assess whether your website is up to the job, here are our 5 Golden Rules of effective business websites.
'Here's to waiting' is the sign off to my all time favourite ad, 'Guinness Surfers'. Turns out there is something in it. Delaying gratification is associated with greater wealth, low levels of substance abuse, a smaller waistline and for B2B tech, a steady flow of leads.
Marketers are keen to put things in buckets. For many reasons of course: it makes it easier to run advertising if you’re picking placements to reach ‘B2B tech target market A’, easier to pick an image that represents ‘B2B tech target market A’, easier to do just about anything if you can convince yourself that ‘B2B tech target market A’ will behave like a lovely big flock of sheep guided down the purchase funnel by a pack of helpful sheepdogs.
It's easy to make B2B inbound marketing into an occasional meal. Much like the way we eat chocolate cake or Roquefort on a small biscuit with a touch of quince paste. Delicious, but not everyday, not even every week.
The marketing rules are changing, particularly for SaaS companies, and the time of spending months fine-tuning a campaign worth a quarter of your marketing budget, launching it and crossing your fingers that it will work are going. Instead, a new, more agile approach to marketing is needed.
As a self-help junkie, the beginning of The Revery saw me swimming in a 50m pool of business books and seminars. One of the big stand outs in the chlorine packed body of information was the saying ‘Ready-Fire-Aim’. The thought behind R.F.A is that a lot of good stuff doesn’t happen because people wait to get everything perfect before they ‘shoot’.
I have a secret: I’m not a terribly ambitious person. This may come as a surprise to those who know me, but in truth I’ve never had big goals for myself as far as my career went - those “where do you see yourself in 5 years?” questions are painful (and ultimately not that illuminating). In fact my major career goal was to get to a place where I could listen to music as I worked and where I didn’t have to do my own photocopying.
A few years ago I made the conscious decision to stop watching the news on TV. Perhaps it was the groundhog day formula of ‘international war, opposition says the Government made a stupid mistake, sport, sport, sport, heartwarming kitten story’ or that it was increasingly easy to find news from other sources – online new sites, Twitter and opinion blogs that provided a sense of balanced perspective on the news.
Consider: you live in Northcote, Portland or East London. You have a fine, full manly beard, a fixie and visions of selling sushi tacos or vegan jackfruit pulled pork sandwiches. You’re looking for some advice. What message do you think is more likely to catch your eye: 'How to set up a new business' or '10 steps to crushing it with a killer food truck'?
Sitting at number 2 of my top 5 most disliked, clichéd sayings, is ‘how long is a piece of string’. If I am sitting opposite someone and they say it, I want to slide under the desk like I’ve just been given a very fast acting poison and if I’m standing I would like to fall to the ground like a narcoleptic goat.
To find out how to make your carefully planned 'viral' content actually go viral, you could consult Google ( 47 million references and counting). But when it comes to getting your content to go viral, you could also probably learn a lesson or two from some of the world’s largest content producers.
Two years ago I read The Millionaire Next Door, the revised, revised, revised edition. Why didn't they revise the title? What's one million dollars going to buy...one house! Anyway if you haven't read it let me save you $9.45 on the Kindle version and tell you in six words how to be rich - Be quite tight with your money.
In the hierarchy of marketing, there is an unofficial ranking of ‘cool’ brands to work for. Top of the list? Luxury brands and beer (nothing surprising there). Middle of the pack might be banking - big budgets, and looks good on the CV too. And way, way down the bottom of the list you’ll probably find B2B firms.