SEO seems like this enigma shrouded in mystery, doesn’t it? But there is actually a science to understanding what matters in terms of success.
I found this infographic (from Search Engine Land) that does a great job of spelling out the ingredients needed to have an effective SEO strategy.
You can download a much larger (and easier to read) PDF of the SEO infographic by clicking here.
How we package our products and services often communicates more than we think.
Sometimes — a fresh look at packaging can introduce you to a new buyer, make you more attractive to prospects you’ve known for awhile or reinforce a buying decision for your current customers.
I was in Walgreens the other day and a end cap display caught my attention. They were little boxes of pills but rather than being named/described as some generic brand — they were packaged according to why you might use them.
I thought it was a brilliant strategy. Rather than get into a brand war with the category leader, why not just re-define how the category is packaged and go right at the consumer’s need. I’ll be curious to see how this new line sells.
We had a bit of the same problem at McLellan Marketing Group. Everyone assumed that we could only work with large clients with really big annual budgets. While we love those kinds of clients — we also love working with entrepreneurs and small businesses.
But how do we communicate that to the marketplace? We repackaged ourselves.
We knew that this group of potential buyers had very unique concerns about working with an agency:
And we repackaged ourselves to eliminate those worries. We literally created packages — with a pre-determined monthly fee. Think of these packages as the garanimals of marketing.
The buyers can pick and choose from the menus and with our help, create a custom package that fits their business’ needs.
(You can download a PDF of the MMG packages for easier reading by clicking here)
But they have 100% control over the cost (because they decide which monthly fee they want to pay) and they can see all they get for their small budget and they know exactly what they’re going to get.
This packaging strategy has brought us a whole different category of clients — who are enjoying agency expertise at a price they can afford (and control!).
How could you re-package yourself or a particular product or service to either overcome buying hesitation, to introduce yourself to a whole new audience or to do an end run around the category leader?
As I travel the country, teaching people how to integrate social media into their marketing efforts — I often get asked — if I only have time to invest in one social media tool or site — which one is best? Naturally, my answer is the definitive — it depends. Accurate but not all that helpful. [Read more...]
I receive a lot of mail from readers and many times, they have a question that I can answer here on the blog, so everyone benefit from their initiative. Victoria writes: I am so interested in marketing but don’t really understand the best path into the business. I was just wondering if you could tell [Read more...]
I’m sort of astonished at how loosey goosey most companies are about setting goals. it could be organizational goals, marketing goals or even specific campaign goals. How can you know if something is working — if you haven’t defined success? Many people say they have goals but they are fuzzy goals at best. A goal [Read more...]
In almost every category, there’s a champion. Apple, Harley Davidson and of course…Disney. Each of these brands set the bar. They’ve defined excellence and their competitors struggle to catch up. They are the gold standard. An enviable position to be sure. Or is it? Last week, we spent our Spring Break in Orlando. If you’re a [Read more...]
On Monday, we kicked around the notion that while access to social media tools like Facebook and Twitter may be free — that doesn’t mean they’re cheap. Especially, if you do it wrong. I promised you a chance to download the social media strategy workbook that we’ve created at MMG as a guide to thinking [Read more...]
I was having a brief conversation with @NealShaffer on Twitter yesterday and the gist of our conversation was: Half of small & medium businesses are using social media for marketing (Neal) Yes…but few are doing it well. They don’t apply marketing smarts (Drew) True, but huge potential to maximize social business (Neal) No doubt. But [Read more...]
I just wrapped up a 4-part webinar that focused on creating a marketing plan that you’ll actually use. The final element we covered was marketing tactics. Now that I know why I am doing this (goals), who I am talking to (best customers), what to say to them (key messaging), how much I can afford [Read more...]
What digital talent will be in demand down the road? Wondering where the marketing and digital marketing jobs will be down the road? Look no further than this chart. As you can see, content creators/writers are in huge demand right now. With the push to creating quality content, I don’t suspect this need will diminish [Read more...]
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