Tag Archives: marketing

Strategy 101

In my presentation, What Startups Need to Know About Marketing, I list four things small companies often overlook in their marketing plans. Number one is “strategy.” As in, have one! Even if it’s just a couple of pages, a written strategy tells everyone in the company that marketing matters and we have a plan.

packard-marketing-quote

David Packard said, “Marketing is too important to be left to the marketing department.”

written-strategy-means-everyone-knows-what-to-do

Indeed, an understanding of the marketing strategy informs all decisions an employee makes on your behalf, from product design to logistics, to how we answer the phone.

Today, I stumbled on 5 Keys to a Great Small Business Marketing Strategy, from Greg Head, CMO of marketing automation vendor InfusionSoft. Greg says, “All successful businesses have a clear marketing strategy that makes everything they do more effective. Unfortunately, many busy small business owners get so caught up in tactical daily marketing execution like building a website, sending email, tweeting, advertising, optimizing a landing page, blogging and so on, that they are not taking the time to work on the decisions that’ll improve the performance of their tactics.”

It’s a good read. Even if your list of strategy elements differs from Greg’s or mine, the key is to have a strategy. You can improve it as you go, but please do start with something. It’s one of those things a small business owner never seems to have time to do but once it’s in place, it saves time and amplifies the efficiency and effectiveness of everyone in the company, every day.

The benefit of benefits

features and benefits Copyright 2014 Moe Rubenzahl

Features and benefits: People tend to talk about that as if it’s easy. It’s not. But it’s super-important. When you really reach the benefits, you’re really reaching the customer and distinguishing yourself from all the poor marketing out there. 

Here are some tips to find the benefits, and a link to a really great — and free — book.

But the very first thing I want you to know is:

Writing benefits is hard!

Even with years of practice, I have to ask myself if what I just wrote is truly a customer benefit. Often, it’s a feature masquerading as a benefit.

A feature is what it does and how well it does it. A benefit is why the feature matters — how it solves the customer’s problem or delights the customer. Benefits are “what’s in it for me?”

quarter-inch-hole

The reason it’s hard is that we think we are logical and sensible, that we want features. But we don’t — features tell but invariably, benefits sell.

benefits-featuresCopyright 2014 Moe Rubenzahl

Features and benefits: Here's what our product can do; here's what YOU can do with our product.

How to find the benefits

A great way to find the benefit is to ask:

So what?

When you’re looking at a feature or benefit, ask, from the user’s perspective, “So what?” Why does the customer care? Then when you answer the “so what” question, ask it again. Continue until there is no answer. 

Example:

You have a portable medical gadget and the product manager tells you it uses less power than any other. Here’s the dialog:

Feature: Lower power

So what?

Uses less battery

So what?

You have to charge less often

So what?

Goes all day without recharging!

Another example

This time, you have a portable exercise monitor. Again, the product manager tells you it uses less power than any other. But the dialog goes differently:

Lower power

So what?

Uses less battery

So what?

Batteries are smaller

So what?

Lighter weight

So what?

Our exercise monitor fits in your shirt pocket — you will forget it’s there!

Same feature, different context means different benefits

Notice how the same feature might be a completely different benefit. In all cases, benefits are what connect with customers. 

Learn more

Writing with benefits is not easy and for most of us, not automatic. It’s a discipline. Want to master it? Here’s a quick read:

http://www.enchantingmarketing.com/features-and-benefits/

and download the free book, “Write Benefits to Seduce Buyers” offered there.

henneke-write-benefits-book

It’s an easy read, just a dozen pages, and it will make you a better marketing writer. Your writing reach customers better and need less editing. That will make you and your team more productive. (See what I did there?)

Top 50 content marketers

Kapost's top 50 content marketers

Content marketing solution Kapost has announced their list of the top 50 content marketers. They look like excellent choices, based on the dozen or so whose work I know. These are great ones to study for wise practices.

Many of these are brands I follow, even if I am not a customer, because of the quality and usefulness of their content. You can bet they will be considered when I, or a client, needs what they provide. A good example is HubSpot, which produces a steady and amazingly prolific drumbeat of marketing articles, mostly lightweight enough to absorb in less than 15 minutes. Likewise, MOZ.com is a favorite of mine — highly prolific and highly valuable articles in a range of media. Check out their whiteboard Friday videos.

The list seems to favor marketers, perhaps because the folks at Kapost have a tendency to follow material from marketers. That makes this a good list of companies we marketers should be following!

Content marketing can’t succeed if everyone looks to the “content guy”: Culture of Content

A Culture of Content, Altimeter Group, Rebecca Lieb

I was pleased to see that one of my favorite marketing analysts, Rebecca Lieb of Altimeter Group, has a new research report on how to build an organizational Culture of Content (with co-author Jessica Groopman and contributions from others). 

It’s a topic I find deeply interesting because in my experience, the biggest difference between success and failure in content marketing is whether the whole organization embraces it. Excerpt: “As communications shift from interruptive and obtrusive forms of push messaging (advertising) to softer pull strategies that are more marketing- oriented (owned and earned media), brands will require appropriate, relevant, authoritative, and timely content. Such a need can no longer be the purview of marketing alone; it requires participation across the enterprise and an evolution toward a culture of content.”

In any technically-driven company, content requires time from very technical, very precious technical resources. Unless the organization is committed, writing an article is seldom anyone’s highest priority. A technical article won’t happen unless everyone in the organization understands that content is valuable and the company acknowledges and rewards contributors.

At Maxim Integrated, the $2.5B B2B where I was Executive Director of Internet Marketing, we built the site to over a quarter million pages, with 2500 technical articles and thousands of other technical items. The biggest driver: Early on, the CEO gave goals to each business unit and made it clear that this matters. Over time, many hundreds of people wrote for the website. As Rebecca’s report says, content initiatives succeed when ownership is distributed: “To motivate these groups, avoid asking them to work for marketing. Instead, tie content to individual or departmental objectives and develop metrics that enable them to track their progress toward these goals.”

That’s what we did at Maxim and the results were fabulous, with quality material that measurably drove excellent search marketing results and customer satisfaction.

I gave a content marketing workshop to a client in September and have been thrilled to see how they are embracing it. They assigned someone as content lead. That’s good but what worked is that she’s not alone in the corner, pleading for content (which is what often happens); everyone is eagerly producing ideas and content. It is easy to predict they will succeed.

At another client, it’s much more difficult. No one’s on board, no one’s committed, and writing is not a priority.

Commitment is one element. Another is the content machine. “Think like a publisher” means not just producing content, but doing it with a plan, the way a magazine does. And once something is published, procedures and automation push out a stream of links, tweets, additional items, and additional media (see: Many Pieces of Content From One).

Nobody Cares About You

“The hard truth is that nobody is interested in you, your company, or your products. Because people are only interested in themselves.”

— Henneke Duistermaat

henneke-customers-want-benefits

When talking or writing about products and services, one of the hardest challenges is to focus on benefits rather than features, on solving the customer’s problems. It seems to be especially difficult for technical people. But it is critically important because it is how we matter to customers and prospects.

henneke-write-benefits-book

I found an excellent, free article on this topic — and you can read it in about 10 minutes. It talks about customer focus and a great way to get from features to benefits every time, using the “so what” method.

Even if you already understand features and benefits, we all need to remind ourselves, over and over. Because every day, we’re focused on us: our company, what we do, what we sell. We tend to describe products and services, talk about features, tell everyone how great it all is. Customers don’t care about all that! They don’t care about us, they care about themselves. They want to know that we can solve their problems.

Biggest Content Marketing Issue: You’re Not Doing It!

tractor-471836_640

You know content marketing is hot. You’ve known it forever.

Even before it was everywhere, before it was in the Wall Street Journal, before it even had a name, you already knew content marketing was a good idea. And you probably already know it will produce results for you. You’re probably doing some — you have some web articles here, a Twitter post there, some PDFs tucked in the corner. But you have no strategy, no procedures, no one with performance goals for producing content, no metrics. Is that you?

b2b-content-Documented-StrategyIt’s most of us. Despite being convinced it works, less than half of marketers have a documented strategy1. 93 percent of marketers use content marketing, but just 42 percent of B2B marketers consider themselves effective at it2. Another source claims 77% Of B2C marketers use content marketing, but 21% fail to track its ROI3.

93-pct-B2B-use-CMIt’s not because a proper content marketing program is hard work — it is, but difficulty doesn’t stop us, does it? I think that most enterprises aren’t there yet because content marketing requires the whole enterprise. You can’t do it on your own by convincing the CEO to write a check, by bringing in a consultant, or by buying something from Oracle.

Why don’t we just do it?

You need the whole company. You need sales and marketing to develop messages, personas, taglines and elevator pitches, unique value propositions, and buyers’ journeys. You need material, which means stealing time from some of the best technical people in the company. You need high-level editing, which probably means hiring. You need databases and infrastructure from the web team and from IT. You need the search marketing team and analytics support.

So, how do you get started?

Strategy first: If you can afford the time and think you can sell it, start with a strategy. Then sell it and execute. As you begin, come up with the measures that will prove the program, and measure a baseline. That may make it easier to resell the strategy when resources are pulled back (and since you’re tapping resources in many departments, pull-back is inevitable).

Tactics first: Strategy-first is a wonderful plan but many organizations lack the discipline. So pick up the ball and run! Begin with what you have and can do now. But as with the strategy-first plan, establish metrics first and take a baseline. Eventually, someone will notice what you are doing and if you can’t show results, you’re content marketing program will be instant toast.

See: Content marketing: Getting started.

The good news is that you will find allies everywhere because we all know that in the 21st century, content serves customers and supports business goals. So it’s a question of finding a way to do something we all agree is a good idea.

———

144 percent of B2B marketers and 39 percent of B2C have a documented strategy.

2http://contentmarketinginstitute.com/2013/10/2014-b2b-content-marketing-research/

3http://marketingland.com/survey-77-b2c-marketers-use-content-marketing-21-tracking-roi-104099

Many Pieces of Content from One

Repurposing is in the air! And no wonder: who doesn’t want to multiply a piece of content into a dozen or more?

19 Ways and a Process

Readytalk’s Bo Bandy started the ball rolling with a process for building 19 pieces of content from one. An infographic diagrams the process (below).

Because ReadyTalk is in the webinar business, their procedure starts with a webinar. The most important takeway is not so much where they republish, it’s the way they built it into a machine. Each quarter, they produce an event and their procedures and people take it from there. As the best minds in content marketing keep saying, “think like a publisher.”

Screen Shot 2014-05-07 at 11.03.42 AM

21 Ways

Want a more comprehensive list of ways to republish? BufferSocial’s article (thank you, Boots Wang for sharing this find) details 21 ways to repurpose content.

republish-21-ways

Buffer: Republish your content 21 ways

Republishing is not just a cut and paste job; some finesse is required. Customize the content to take advantage of the medium and drive traffic. For instance, I might do a blog post that refers to an article I posted. The blog post would be highlights, with a link to the article. Think about the intent: do you want to tell the whole story, or lead readers to the article?

And replicating the article without editing would look like duplicate content to the search engines.

I’ll See Your 21 and Raise You…

Finally, my friend Erin Mannas sent me the beast of republishing, claiming 100 pieces from one! From Oracle, comes How to Turn ONE Piece of Content Into 100.

Post Everywhere

There are limits to what you can do but here are some more ideas from Bill Widmer for how to post, repost, and post again.

Reaching Customers

The point is not just massive cloning and productivity — it’s about reaching customers and prospects with material that appeals to their needs. What do your targets want, where do they hang out, what would they read and pass along?

If done well, you can not only multiply your content, you can spread the impact over time. Do that for all your content and you have achieved a drumbeat of marketing that your desired audiences cannot fail to notice.

That’s how you “think like a publisher.”

Content and the Big Idea

Great essay on Rebecca Lieb’s blog today about focusing content on One Big Idea.

The best way to draw quality, valuable traffic and move it toward a profitable end is content marketing. It’s also expensive, so it needs to be done well. By “well,” I mean it has to be driven by a focused and cohesive strategy. How to do that? The “Big Idea.” Rebecca uses IBM and GE as examples. If companies as diverse as IBM and GE can focus their messages, surely we all can, too.

It’s not easy to do but once you have your Big Idea, it makes everything else much easier. But getting there is the hardest marketing challenge for any business because in order to focus on One Big Idea, a dozen ideas become sidebars. And they are your precious babies! But the truth is that when we try to make a dozen great points, we end up successfully making none. We need to trust that when all our ideas report to one, the harmony amplifies all our precious points.

My own business is a good example. What does “marketing consultant” mean? Not much, given all the marketing specialties. Over the course of the past year, I’ve focused more and more on the offering prospects and clients are most responding to: Straightforward Marketing, taking the mystery and opinion out of deciding what marketing tactics make sense for each client.

Does your business have a single identity and a singular focus?