Marketing Advice

 

Another Nail in the Coffin of Old School SEO

For the last several years, Google has been in the midst of a huge sea change in search engine optimization (SEO) that completely changes how you should tackle content on your website. As I’ve written about before, old school SEO is dead. Google’s Bert is a new search...

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Anatomy of a Challenger Sale

I approach every sales pitch as an opportunity. I don’t just want them to buy our product or service. I want to make that prospective client better off simply because they took the time to meet with us. To do that, we use the Challenger Approach to connect with our...

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Pillars of the Challenger Rep

You’re delivering this steady flow of insight-driven content, building the audience that you’re interested in attracting, and creating a reputation around your company as the go-to source for what you do. You’ve implemented the three key building blocks of marketing....

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Personalize Your LinkedIn Profile URL

LinkedIn is the ultimate networking event. It’s the perfect place to make connections and build the right audience to grow your business. I recommend sharing your LinkedIn profile left and right – always be networking. However, the default link, or URL, for your...

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The Most Undervalued Asset in Every Business

I don’t know how many times I’ve visited a prospective client and been asked what we can do to help them build leads and then successfully market to those leads. Advertising and lead generation are expensive – and just because you’ve built a list of leads doesn’t mean...

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Understanding the Challenger Approach

I have always approached sales with the idea that I want to help prospective clients find the best solution to solve their problems – even if that solution is not ours. We had been using principles out of the Challenger Sale to help our prospects long before the study...

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The #2 marketing mistake that I see over and over again

Why your marketing doesn’t work Consistency. Actually, the lack of consistency. Right after the “#1 mistake in marketing,” it’s the lack of consistency that causes your marketing to fail. There are no miracles in marketing. Trying a new approach for a month or two is...

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There are no shortcuts in marketing

People don’t like to hear me say it, but the truth is: There are no shortcuts or overnight fixes for good marketing. A strategic marketing plan that works is a long-term play that requires day-in-day-out execution. You need to commit to your plan for at least a year,...

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From baseball fan to MLB contract

Is getting the word out important? Ask Nathan Patterson, who has just gone from baseball fan to Major League Baseball player, thanks to social media. The 23 year old stepped into a pitching booth and threw a 96 mph fastball. The Kansas City Star quotes Patterson:...

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What you need to amplify your word of mouth

I love when I’m working with a business and ask them where their last referral came from and they tell me, “it was a referral from...” That’s because word of mouth is gold when it comes to growing your business. Word of mouth shows that you take care of your clients...

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People Don’t Pick Up the Phone Anymore

Remember when your website was really just a replacement for the yellow pages? Prospective clients would find your business, and then pick up the phone and call you. The customer journey looked a lot different then, and bringing a prospect through the sales funnel was...

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You can no longer hide (in marketing)

The lack of transparency is one of the things that has always driven me nuts about the discipline of marketing. I commonly joke that you go into marketing so that no one can figure out what you do. I can tell you from a business owner’s perspective, that’s immensely...

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I love marketing automation

I love marketing automation. It’s the only way to get scale and efficiency in your marketing. We work with businesses that don’t have the time and resources to figure all this out themselves. Having done it for hundreds of companies, I’m going to share what we’ve...

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Putting Scale Behind Your Marketing

When you take the time to create a strategic marketing plan and commit to it long-term, you want to leverage it for all its worth. That means putting scale behind your strategy, and that requires automation. While the shift to automated martech tools has significantly...

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The Three Legs of Reaching Your Marketing Goals

I recently wrote about the three big goals you should be aiming for in your B2B marketing strategy: building your audience, capturing new leads and referrals, and staying top-of-mind with your audience. But how do you achieve these goals? It’s time to build the three...

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Three Goals of B2B Marketing

If you’re thinking about what your long-term B2B marketing strategy is, there are three big goals you should be aiming for: Build your audience – the most undervalued asset in every business is your audience of clients and prospects. Getting great at capturing this...

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Get 8X more exposure on LinkedIn with one simple change

Neil Patel says it best when it comes to posting on LinkedIn’s social feed: “Repost with abandon.” If this scares you, like it did me at first, it’s because we’ve been trained via other social platforms like Facebook that this is a big no-no because marketers have had...

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People don’t want what you make

“People don’t want to buy a quarter-inch drill bit. They want a quarter-inch hole.” – Harvard marketing professor, Theodore Levitt As Seth Godin puts it, “People don’t want what you make.” Don’t worry, people don’t want what I make, either. No one really wants to...

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Short term gain vs. long term pain

Tommy Noonan got tired of finding fake reviews on Amazon. He’s not a software engineer by trade, but he created ReviewMeta.com, which has analyzed 203 million reviews on Amazon and found that 11.3% of reviews (22.8M) are fake. In some product categories, like...

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