Content marketing is about creating and distributing informative content that will help to convert prospects into customers and customers into repeat buyers. The goal is to gain opt-in permission from relevant target audiences to continually deliver content via email or other social media channels. Ongoing exposure fosters a relationship that provides multiple opportunities for conversion [...]
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Let’s be honest, the perfect company name can’t make a bad business model succeed, nor will a bad name cause a good business model to fail. And yet, when all things are equal, going to market with a memorable and compelling company name is like swimming with the current – it’s just plain easier. A [...] The credibility and purpose of a website is assessed in as little as five seconds time. That’s it. A cursory glance is all it takes for users to decide whether they might consider doing business with your company or not. Poor navigation, cluttered pages and slow performance can lead to snap judgments about the legitimacy [...]
©iStockPhoto/hidesy Most of us occasionally suffer from “following the herd” mentality, but effective positioning requires companies to deviate from the norm and establish their own unique position. When formulating a positioning statement, the statement should (1) clearly articulate the company’s understanding of market needs, and (2) present a defendable value proposition that is meaningful to [...]
©iStockphoto.com/alexsl I have a dear friend whose personal hallmark is, “I’m not for everyone.” She typically makes the statement right up front as a disclaimer when she meets new people. And she is right. She is a strange mix of business savvy sales person, think Ivonka Trump, combined with the unplugged and raw [...] Early stage companies face challenges on all fronts, but establishing credibility with mainstream buyers is often one of the biggest marketing hurdles. ©iStockPhoto.com/Sveta A press release claiming market leadership and marketing materials chock full of tidbits about your product benefits and expected ROI may help initiate conversations, but they won’t close deals. For [...]
©iStockphoto.com/Nano To effectively market a new product, you must be able to name it and frame it in terms that resonate with your target audience. Potential customers will not buy what they cannot name or understand. All too often we see technology vendors define their positioning behind closed doors, then cross their fingers and [...] |
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