Want To Reach Customers? Think Like One!

Why EMPATHY for your CONSUMER will always result in a Better, More Effective Marketing Plan.

It’s pretty easy to sit in a room and come up with a flashy marketing plan that’s sure to please other marketing experts. That doesn’t mean it will be a good marketing plan or that it will be at all relevant to your consumers, but you’re certainly free to try the locked room method. Plenty do. The plan often fails; the team repeats the process all over again, and somehow nobody realizes that the key ingredient for success has been missing the whole time.

I’m not talking about data here. It’s easy to get seduced by numbers and graphs and demographics. However, if you want to create effective marketing for your consumers, then you need to walk a mile (or ten) in their shoes.

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Is your brand relevant to your social media audience?

Since social media makes it so simple (quick and easy) to post your message (content) in numerous social networks, it can be tempting to spray your message around the cybersphere as far and wide as possible.  However, that method keeps you at a surface level of connection… which gets you little more than a glance.  To go deeper and have ongoing consumer relationships that result in sales, you need to be relevant and stay relevant to your audience.

This might sound like Marketing 101, but with the introduction of social media and the exponentially increased capacity for one-too-many messaging, it bears repeating:  no matter how perfectly or brilliantly worded your message is, it will not make an impact if the content itself doesn’t matter to (isn’t relevant to) your audience.

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It’s Time to Give Your Brand Advocates a Promotion

Marketers are starting to realize that Brand Advocates are important enough to be part of our marketing strategies… but in my view, we need to take this beyond our Advocates just being “a part” of what we do.  We need to value our Advocates enough to promote them – in both meanings of the word: to bring visibility to, and to raise up.

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