Marketing Costs Less than NOT Marketing

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But Marketing does cost money, and time, and if you’re not a marketer, it will end up costing you more than just time and money. It will cost you customers.

As a small business, you’re not sure how to go about it. You probably have been relying on some basics, heavily on referrals, and a few ads or social tactics to start. But a the natural bump in new business referrals diminishes, you get the nagging sense you need to do something else. The longer you wait, the more terrifying it becomes.

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Content Marketing Mistakes

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This is a follow up to a previous post about confusing exposure with marketing. In the current environment, we are given a first row seat to a continuous stream of marketing tactics and initiatives, including the missteps. With so many people focused on the “latest fad” of content marketing (which is nether a fad nor recent!), this climate offers a chance to review what not to do.

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Trump is NOT an Expert Marketer

trumpisnotamarketerCan we just stop, please.

Imagine for a minute that the world kept saying that Trump is an expert, master at your chosen craft. Builders feel the same reaction, as do business people, educators, food companies, and writers. He claims so many specialties I’m sure you can find one in his laundry list of businesses, but indulge me for a few minutes.

Trump is not an expert in marketing.

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Step by Step Guide to Customer/Lead Email Nurturing Strategy

LeadNurturingNurturing your customer through automated emails and lead qualification processes allows your team to focus on the higher quality leads who are closer to purchasing, reducing inefficiences internally.

Equally important is offering content and touch points to your audience that increases their awareness of your products, services, and support, while simultaneously learning more about their interests, needs, and what content they deem valuable and relevant.

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Copywriting and Ego

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Over the years I’ve worked with a huge number and variety of writers, many amazing, some stellar, the majority are “good enough”, and a few are frighteningly confident with a lack of ability. Typically the bad ones are the ones who are good writers, but have developed an inflated ego that has made it impossible to deliver copy that works.

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Companies Whine over Unfillable Positions

NOTE: I originally posted this back in July of 2012 on another blog. Sadly, the situation is the same 4 years later.  

Get out your tissues for the Companies Whine About Not Being Able to Find People to Hirepoor companies who can’t fill positions.

Bloomberg.com (shocking?) posted an article in “defense” of companies not hiring, by claiming workers lack the skills they’re seeking for the positions.

Nice try.

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How to Hire a Marketing Writer

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I’ve heard many times that inside every marketer is a frustrated writer. To be fair, we all probably have 5 or 6 partially written novels, several screen plays, and one or two sitcom briefs at the ready. With the high visibility of the content marketing “trend”, more and more confusion from outside of marketing is muddying the waters.

Take a look through job descriptions and postings and you’ll see a wealth of positions looking for content developers, and the descriptions inevitably include lists of long form, short form, creative, technical, training, and copy writing. All in one description.

That’s not how it works.

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