Whether your goal is brand awareness, lead generation, sales, or another specific result, your mission is to build trust with your target audience. Present the same consistent quality with your marketing media as you do with your products and services, and you’ll show consumers that, whatever you put your hand to, you’re never a one-and- done type of business.…
DetailsIn order for your marketing to succeed, you need to define what success looks like. You need to pinpoint the results that you want your business to obtain from content marketing. According to industry research, four of the five items shown below are the most important results to B2B marketers in North America. The fifth in this list–…
DetailsIn this series, we’ve explored some of the tools involved with planning and executing a good marketing campaign. We can either produce content because “that’s what we’re supposed to do,” or we can use effective tools to define our “who, what, where, and when” so that our media accomplishes our “why” and connects with our audience. You’ve created…
DetailsPart Three: What to Produce? The previous post in our Marketing Tools series helps you find your “who.” Identifying your audience based on your customer data equips you, in turn, to produce targeted media that fits specifically with your audience and your goals. Media that speaks to your Who In preparing to reach out to your market,…
DetailsZooming in on your “Who” Who do you want to reach with your marketing? “Everyone!” We believe you– but an effective marketing campaign is filled with purpose on every front. When it comes to people, each of your campaigns should be like a camera zooming in on one or two faces. Others will be caught in the frame,…
DetailsTools for your Marketing Campaign Part 1: Defining your goals In our Fundamentals series, we discovered that establishing your marketing homestead involves your goals, your website, your media outreach, and your strategy. In this series, we’re diving deeper into furnishing each area within your marketing homestead with specific, documented answers to key marketing questions. We’ll start by equating…
DetailsThe Four Fundamentals of Sustainable Marketing Part Four: Roofing and Renovating First, we introduced the marketing landscape. Then, we talked about the foundation of it all—your website—and gave some examples of good pillars to form your framework. Let’s explore how the last marketing fundamental complements your homestead and sets you up for constant renovation. …
DetailsThe Four Fundamentals of Sustainable Marketing Part Three: Defining and Designing After selecting your marketing land and establishing your foundation, it’s time to define and design your marketing framework—the media “pillars” that will support your outreach and attract consumers to your website. Design your Framework—Fundamental #3 Almost always, the marketing outreach that forms your framework…
DetailsThe Four Fundamentals of Sustainable Marketing Part Two: Beginning Construction In part one of the Four Fundamentals series, we defined marketing as a limitless endeavor. We likened the pursuit of sustainable marketing to building a pioneer’s homestead. We outlined four essential elements that are central to constructing your homestead in the marketing landscape: selecting your land, forming your foundation,…
DetailsThe Four Fundamentals of Sustainable Marketing Part One: Exploring the marketing landscape Possibilities and purposes for marketing are virtually endless, and their exploration is a lifelong endeavor. With so much to explore, the marketing landscape can be intimidating. Especially for smaller businesses, the marketing effort is a lot like a pioneer’s homestead. Unsettled landscape lies before you,…
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