Gone are the days of clear-cut bidding wars where you determined the price per click in digital advertising. Today’s platforms are shifting control, dictating costs as they please, and redefining how marketers manage their budgets.
Uncover critical issues in Google Ads campaigns, such as accidental clicks, misleading location settings, irrelevant search phrases, and self-serving recommendations. Learn practical strategies to optimize your ad spend and improve campaign effectiveness.
More and more companies are exploring this powerful alternative to a traditional marketing agency, and they’re finding great results with it!
Don’t just think about what you do – think about how you do it differently and who you do it for.
See how content marketing is essential for engaging customers early, showcasing expertise, and shaping your industry’s future talking points.
Action goals are a powerful but seldom-used technique for business goals that reduces employee anxiety while increasing performance results
Creating a detailed customer profile or persona is a pivotal step in product or service development, making it easier to target and solve problems for a spec…
https://www.youtube.com/watch?v=qwd2zDI5QvY We're talking about the three layers of marketing, and how you want to start at the bottom by helping your target audience solve a real problem with your unique product. Then, you want to design your customer experience...
https://youtu.be/xpiC3c1WD7Y Entrepreneurs start out with a lot of misconceptions about how business really works, and that's understandable because nobody really ever teaches them. Marketing, in particular, is one of the least understood concepts by business owners....
I’m trying to teach businesses how marketing works in the real world. I've been involved in some kind of marketing at pretty much every point for the last quarter of a century—which kind of makes me contemplate my own mortality, but whatever. For about half that time,...
Content marketing is a way of marketing that focuses on creating and sharing valuable content with your audience. The goal is to educate and engage your audience, so they'll want to buy your products or services. It can be used in a number of ways, but for B2B...
Measuring marketing isn’t easy, and there are plenty of challenges you’ll face when attempting to measure the effectiveness of marketing strategies and tactics. Some of the biggest challenges include:The difficulty of isolating the impact of marketing efforts:...
There are a few reasons people can get confused about the difference between sales and marketing. One is that the words "sales" and "marketing" are often used interchangeably, and many people may not fully understand the distinct roles and responsibilities of each....
Skim pricing is a pricing strategy in which a company sets a high initial price for a product or service, and then gradually lowers the price over time. This strategy is often used when introducing a new product or when there is a high level of demand for a product or...
In a recent thread on /r/marketing, the question was asked, "What is something no one in marketing will admit, but is definitely true?" While some of the answers in the thread were obviously snarky or pessimistic, there were also several answers that held a lot of...
If you make it to the top, you'll have one of the best and most delightful products in your market The product design and user experience design industries are full of vague phrases like "delightful experiences" without a lot of specifics about how to get there. Many...
Several weeks ago, my company released a new product: a tool that helps small service businesses with client follow-up. We did it very quietly, late one night after most of the department had gone home. A few of the product leaders made the decision, flipped the...
So you’ve identified your core values and everyone’s excited about them. Now what?The powerful experience of identifying a company’s core values is too often followed by the unforgivable act of forgetting about them. People frankly just don’t know what to do with core...
One simple but helpful step is to stop thinking about your company’s operational documents as merely transactional tools.Every document your company produces is an opportunity to emphasize and clarify what your company is all about. Spec sheets, release notes,...
Products are complex, but consumers typically won’t invest the time required to truly explore and come to understand the intricacies of your product. They’re not lazy or superficial; most companies just don’t provide enough value for them to see the point in spending...
Customer experiences are almost always indirect. You don’t feel good because a company told you to feel good. You feel good because that company set up a scene that had the right feel-good elements.Every bank wants to think they’re “a different kind of bank,” yet...
It’s a little disturbing to realize how much of what we do is simply imitation. If you start analyzing your business objectively, you’ll probably come to the (somewhat depressing) realizing that a lot of it is simply rehashed ideas and behaviors adopted from your...
It's easy to get whipped up into the hype of social media marketing. Maybe you're just getting started with a new brand account, or maybe you've just been put in charge of all the company's existing followers. Either way, here are some basic principles that'll help...
There are basically three ways to be a designer: FreelanceAgencyIn-houseEach of those three worlds has its own unique complexities and challenges, and it can take some experience moving between them before you find where you belong.I’ve been on the agency side of the...
“From the outside looking in, you can’t understand it. From the inside looking out, you can’t explain it.” (Roy Spence) Figuring out your company’s purpose is no easy task. There’s no formula for it. It’s subtle, and it takes a while to reveal it, identify it, and...