You have a larger audience than you think and you might be ignoring a big percentage of it. They are out there, in many stages of readiness to purchase. Some have done business with you, will return and tell others how great you are. Others are ready to buy from you or are thinking about […]
What To Do When Good SEO is Beating Good Business
If you were to do a search for a video production company in the Bay Area on a search engine, your results would show video production companies that are good at SEO, not necessarily good at video production. It’s frustrating. Good SEO often beats good business. Instead, it would make sense to turn to your network for a […]
Competition for Attention: Try Seducing Instead of Shouting
Last summer, I ran a trail race called the Cutthroat Classic. It involved 11 miles and 2,500 feet of elevation gain and believe it or not, I was having the time of my life. Was moved to tears when I got to the high point because it was all downhill after that. But two miles […]
Growth Hacking and Newsjacking The Right Way
I like the idea of growth hacking as a logical strategy to get product to market. It assumes an intelligence level in your audience that is too often overlooked with gimmicky and spammy paid ads, or other tactics I’ll talk about in a few paragraphs that seek attention, but don’t really help the buyer to […]
The Cost of Being a Nice Brand
Last week, we praised brands that are provocative with purpose. As a counterbalance to the idea of polarizing your audience to build fierce loyalty, let’s explore the idea of just being nice. These are the brands no one can dislike. Let’s find a few common denominators. Rohit Bhargava authored the book Likeonomics. Peter Shankman’s book Nice Companies […]
It’s Coming: The Age of Context
The Jetsons are about to look old school. Robert Scoble and Shel Israel don’t predict the future in their new book The Age of Context, released this week. They show us how five existing technologies (they call them “forces”) are converging to bring us the next wave in the web. It’s no surprise more change is […]
SWF Seeking Brands With Self-Confidence
It was January 2010 and the world awaited in anticipation for Apple’s upcoming announcement of a revolutionary product. It’s a multimedia tablet! You can play games! Check email! Read books! Watch video, TV, and movies! Wait. What? It’s called an iPad? Apple was hammered for its choice of name. Women thought it was outrageous and Apple […]
Five Ideas to Create Content
A few weeks ago, I wrote about How to Tell a Better Story. My goal was to help you be less snooze-fest with your corporate stories. I still get the question, “what should we talk about?” We sell catalytic converters, photocopy machines, paint for transformer boxes. We don’t have epic stories. The following is a modified […]
How To Get Found If No One Is Looking For You
I have a friend who knows he should be online, but he doesn’t know where to start. More importantly, people aren’t Googling his <insert product/service> here. So why should he bother optimizing his online content to be found in searches? I hear this often and you’re not alone. If your prospects don’t know your service […]
The Future of Search is … Marketing
I know. There is a lot of change in the world of search and you can’t keep up. You know it’s critical to your business to be found online but SEO just sounds complex and overwhelming. I’m going to help dissect this – because we can stop worrying about the day to day changes – […]