Category: How to market systematically
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Why the target audience will always forget us. #li
Because they have more important things to do… MENG Online: What others think about you is none of your business, by Peter Engler, 2012-Feb-1 Realize, please, that you can only do so much about marketing yourself and impressing your profile and goals on others. Do your best and then leave it to the gods and…
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Lead generation is not about flashes of brilliance. #li
When people ask about the secret of lead generation, I know they are looking for a silver bullet, to be shot one time, making all the prospects flock to them. Not happening. Lead generation is about slog, slog, slogging consistency and persistence. Hubspot: Sustainable Lead Generation, 2011-Dec-23, by Corey Eridon 1.) Blog, blog, blog. If…
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The new cult of customer development #li
I was sad to miss the opportunity to hear Steve Blank present recently, but I was too busy working on "customer development" at MosquitoZone. I'm glad to see his ideas spreading throughout the technology community. Back when I worked with Compaq, 'product development' was where all the cools kids wanted to be. 'Customer development' is…
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Why I write newsletters, or how to control the conversation, I hope. #li
Today I have an unusually long quote from someone else. It's probably a violation of Fair Use, actually, if you know what I mean. (So I hope you don't!) I think of it as an homage to Michael Katz, so if you like it, please run over to Blue Penguin Development and buy something. Anyway,…
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Treating privacy as a chance to strengthen your relationships #li
Privacy means different things to different people. Instead of publishing a privacy statement, you could ask your customer what it means to have their privacy honored. New Rules: Privacy is a type of conversation, by Kevin Kelly Firms should view privacy not as some inconvenient obsession of customers that must be snuck around but more…
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Where to start in social media, or anywhere… just don’t be AWOL.
Whenever someone asks me which is more important, Twitter or Facebook, or maybe they should finally do an email newsletter?… I respond with "There are two ways to answer that question." The long-term strategic answer is "Go where your best customers/prospects are." However, the short-term, practical answer is "Do what you can get done reliably."…
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Backing up my contacts across the internet
My favorite contact manager right now is GIST, but I worry that it won't be around forever, so I am scrupulously copying my contacts to a private database. And I'm re-keying the information and thinking hard about who I know and how I want to keep track of them. I'm very wary of becoming enslaved…
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Unlearning what we think we know about social media
In marketing, we have to be careful not to generalize from our own preferences, especially if we're trying to grow a small business. Our social marketing should be what our customers like, not what we like. The best way to improve our marketing is to keep an eye on leading companies and try to learn…
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If you’re innovating, you’ll need a map
Innovation is risky enough without working to anticipate the challenges. The best new tool I've discovered is the ecosystem map described here. Mediapost Marketing Daily: Creating Ecosystem Maps, 2001-Jun-7, by Laura Patterson: An ecosystem map provides a visual representation of the network. It depicts all the network members, such as buyers, competitors, distribution channels, and…
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Saving the relationships you’ve collected
In today's dynamic conditions, it's very difficult to collect the people you know into one safe place. It's certainly not Facebook, and probably not LinkedIn. Years ago I tamed Outlook to my will, so I tend to collect things there. In the long run though, none of these will suffice. So until our "personal data…
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