There’s an important difference between marketing strategy and tactics. Many business owners I work with don’t understand the difference. Marketing strategy is big picture. Marketing tactics are the day to day decisions.
“The task of marketing is a never-ending exercise in reduction,” said Terry O’Reilly, the author of a new marketing book titled This I Know: Marketing Lessons from Under the Influence. From my 4 years of running a marketing company and working with over 50 clients, I can say that this is the truth. When it comes to a business, it’s about communicating the core of a business in one simple sentence. When it comes to the company’s advertising, it’s about simplifying the message or idea down to its essence.
I just finished reading High-Hanging Fruit, the story of how Mark Rampolla started ZICO Coconut Water and turned it into a multi-million dollar company, eventually selling it to Coca-Cola. The part of the story that fascinated me was how Mark and his wife went through a process of reflecting about and clarifying their calling before coming up with this business idea. A move that proved to be foundational in their tumultuous 10-year journey to making millions of dollars. Continue reading →
Our team is currently working with a private school on redesigning their website. “Is your website’s home page primarily for potential parents and students, or is it for current parents and students?” I asked them. This is an important question that every business should answer before designing or redesigning their website. The school’s website will be used by both potential families and current families of the school, but who is the primary audience?
On Friday I was invited to guest lecture about SEO for a group of 20 students at UBC’s downtown campus. These students were taking the Digital Marketing Communications Accelerated Diploma Program, which is a four-month full-time program that combines classroom and online learning, a practicum, and a capstone project. When I posted on social media about teaching SEO, several people asked if they could come to my next course. So I decided to do a webinar on SEO.
There’s a certain type of person that rubs me the wrong way: the arrogant jerk who is full of himself (I say him, because it’s usually a guy, though women are not immune from this attitude). Every now and then I come across a jerk and talking to him makes me angry. I used to dismiss everything a jerk says, but a few years ago I discovered that even jerks can give good advice.
Every business has the challenge of standing out from their competitors. For your customers to enjoy the benefits of your product, they need to know about it. For them to know about it, you need to get their attention. To get their attention, you need to stand out.
My daughter started kindergarten a few months ago, and I usually take her to school in the morning. Most mornings we make it school just in time. I feel like I have to constantly keep my daughter focused and moving in the morning so we can make it. I started saying, “Put your hurry pants on,” which seems to work in getting my daughter to go faster. But upon reflection, I decided I didn’t want my daughter to hurry, but I did want her to move quickly. There’s a difference, but it’s a fine line between the two. My approach to my work is the same: I want to work quickly but I do not want to hurry.
Many businesses are aware of SEO (Search Engine Optimization) as a marketing strategy. I regularly get asked about SEO: how much it costs and whether it will work. Yes, SEO works. But overall, it is becoming less effective of a strategy. Here are 3 reasons why. (Note: in this blog post I focus on Google because it is by far the most used search engine, but there are other search engines out there).
I have a fascination with millionaires. Part of it is probably learned from our culture’s interest of rich people. Part of it is a curiosity of what it would be like to have more money than I needed. Part of it is realizing how difficult it is to succeed at business. So when I get a chance to interact with millionaires, I pay special attention. Here’s the story of what I learned about gratitude from one rich person, who I will call Mark.
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