Every week I meet with owners, executives, and managing directors of small businesses from across the US. In these meetings lay the ultimate battle of value. Will I get enough ROI? Do they have enough on-hand talent to handle what they promise? Are they credible and transparent? Do we get along?
Imagine receiving a gift from a friend or significant other that didn’t match your personality, style or tastes-- it just wasn’t “you.” It forces you to question how well that person really knows you.
In an ideal world, the journey from prospect to a loyal consumer would be a straight shot: see your product, purchase your product, use your product, repeat.
In the ever-changing world of marketing, it seems there are always new tools, tips, tricks and trends to discover and incorporate into your strategy. There are indeed dozens upon dozens of tools to consider utilizing, and it can become overwhelming to choose, but the list below provides ideas that you can try. And the best part? They’re free to use!
Your company’s brand is the most powerful tool in your toolbelt. As businesses grow and adapt to a constantly-evolving world with new tastes, new innovations, and new customer demands, it’s essential for your brand to reflect the current marketplace, but how do you know if you should rebrand or just refresh?
Have you ever been on a jog or in a cycling class, and suddenly you have a really brilliant, creative idea? In addition to being physically fit, the effects of exercise on your mind are multi-faceted, and creativity is just one of the benefits.
Everyone has heard the saying, “a picture is worth a thousand words.” In marketing, the stories we share paint pictures and elicit emotions. This is exactly what a case study enables us to do-- tell stories about a brand using the customer’s voice.
Generally, there are three major components to a case study: the problem, different solutions available, and proven results that showcase your product/service as the ideal solution. Primarily, a strong case study highlights the question every consumer wants to know: “what’s in it for me?”.
How to Build a Case Study
1. Decide which project or campaign is worth developing into a case study. Typically, case studies hone in on a specific goal related to your product or service offering and, as a result, they resonate with your target audience.
2. Determine the purpose. Knowing the target audience and what questions they need answers to will drive the content and format.
3. Establish the example that best fits the goal. Consider a case study from a particularly compelling client and begin with a pre-interview with the client, if necessary, to learn more.
4. Assemble the basics. Core information should be quantifiable and factual. Use a journalistic approach when writing a case study, by learning what’s valuable to the reader and adapting the story to fit.
5. Develop in a compelling format. A well-written case study will only be persuasive if it’s visually appealing. Consider including visuals, video (if you have it) and a testimonial (again, if you have it). For a more relatable piece, quote your customer in their own words.
6. Promotion. Now that you have a shiny, new case study, the world needs to see it! The type of promotion you choose will depend on who you wrote the case study for and the stage they’re at in the buyer’s journey. For a broad reach, you can post the piece on your website, or incorporate it into lead nurture or social promotion to target leads.
In today’s competitive marketing environment, having robust case studies validate the value of your company and serve as powerful testimonials to prospects and leads. With quality content, you can demonstrate that you understand the problems faced by your buyer personas and how to solve them better than your competitors.
Consumers control the new age of marketing. They are better informed than ever, thus it is more important than ever to harness the power of review sites in your marketing strategy. The majority of customers read online reviews before deciding on a purchase and if you’re not listing your business on review sites, then you might as well be leaving money on the table.
Here I am, writing my last blog for Marketing Eye. It feels like just yesterday that Nick and I nervously rode up the elevator to the 4th floor and walked into our own office room from which we can see the tips of the Sydney Opera House.
There’s no question that Generation Z has had an affect on marketing. As it becomes easier to reach us through social media, though, marketing strategies mush become even more grabbing and be the one thing that stands out in our feed that we need to have.
The word “consumer” is usually associated with people who buy things and participate in economic progress. But what about the goods you literally consume? As technology innovation and environmental processes change and evolve, so do our choices in food products and where we get them from. That’s where agricultural marketing practices comes into play.
Despite the fact that Gossip Girl (spoiler alert-- aka Dan Humphrey who we all hated by the end of the show anyways) temporarily ruined many people’s lives, Gen Z has always craved some sort of Gossip Girl in our own lives.