20-67 Authentic Content

I cannot over emphasize the importance of authentic content, content that your buyer persona actually wants to read or watch. Think of yourself as the "trusted advisor" and produce content yourself. Do not hire or let your marketing folks do it - this will weaken its power. Do not promote, rather, ... [Continue Reading]

17-65 Marketing Momentum

Marketing momentum is measured in months not weeks. Commit to a marketing program when you and think in terms of a 12 month time horizon. Much shorter than this and your effortws will be frustrated. ... [Continue Reading]

17-43 Your Tagline

Your tagline needs to be clear, sharp and communicate what your product does but I don't think it should be too cute. Taglines for B2B products should avoid the cheeky tone used by B2C start ups whose preciousness is endearing to the consumer but can be offputting to the business buyer. ... [Continue Reading]

16-05 Marketing Automation: Tough For Startups

Marketing Automation is much less compelling than its promoters have claimed, particularly for start ups, whose resources are limited. Start simple, keep your efforts modest, using a simple outbound email tool to offer content to prospects.  Don't get lost in social tools. ... [Continue Reading]

15-25 Blogging Efficiently

If you commit to blogging, you can make it easier by generating a editorial calendar and developing simple outlines for each topic well in advance. You can then sit down, pull up the outline and riff on the topic. The topics should be issues your target audience care about. Write steadily - you need ... [Continue Reading]

14-64 Email + Authentic Content

Your initial marketing efforts should focus on exposing a tight, accurate email list to authentic content - content that you have generated yourself - in a steady, consistent and repetitive manner. ... [Continue Reading]

13-24 Avoiding MEGO: Your Slide Deck

Your slide deck should be simple, clear and focused. A deck is, fundamentally, a visual story telling device. Avoid bragging about your features and using a lot of text: if you're not a visual person, get someone who is to help you design it. Avoid MEGO (My eyes glaze over.) ... [Continue Reading]

07-69 Avoid Stock Photo Cliches

Posting stock photos with your content deadens its effect. Photos of chirpy white 20 somethings or clean cut semi Asian guys with some gel in their hair, screams promotion, advertising and fluff. ... [Continue Reading]

03-23 Authentic Content

Authentic content is both critical to engaging potential customers and difficult to create. Your content needs to address issues your buyer persona care about and wnt to discuss; it cannot be written by a marketer. If you hire copywriters, you'll need to read their product yourself for authenticity. ... [Continue Reading]

01-60 Authentic Content

The foundation of your marketing program is authentic content - content you create yourself. On it rests SEO and SEM, inbound and outbound marketing. ... [Continue Reading]