Posts Tagged marketing

Earning your business (and attention)

When you’re developing software like I am, the conventional thinking is that you must build up your email marketing list now, at all costs, so you can blast your message at everyone continually after launch.

I’m taking a different approach.

Read my post Earning your business (and attention) on the Glass Case Blog.

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Becoming the authority

Sometimes there just isn’t room for you at the top. If you’re in a field with experts and join late, then you’re going to have a hell of a time getting to authority status. It’s not impossible, but you’re setting yourself up for a tough fight.

I’ve been finding myself in that spot over the past couple days. I’ll talk a little about the options I have available and where I want to go. (Maybe you’ll pick an idea up too.)

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Online marketing suite: I have a dream

I have a dream of a glorious website system. One that will tie all channels together and show marketers a clear picture of what’s happening. A system that has an opinion on what the best practices are. A system that is human compatible, not just web server compatible.

The analysts call it an online marketing suite [via Wayback Machine]. And apparently I have quite a bit to say about online marketing suites. Read on for the opine.

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Information as payment

You may be unaware that you actually do pay for free services on the Web. The form of payment isn’t always obvious: your personal information.

There are a couple lessons to be learned here. Read on.

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When your software becomes a commodity

I’ve been thinking quite a bit about the business of software and how it’s changing. It’s expensive to produce software, but the rewards are there if you produce something special.

But what happens when your software becomes a commodity? It’s not quite as special as it used to be. I believe that you should release it as open source.

Read on to see my reasoning. You may still be able to pull ideas from this post, even if you don’t necessarily sell software. Other things can be “open sourced” as well.

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Consistency

Another E-Myth Revisited lesson that seems obvious (but isn’t always that obvious).

Customers want a consistent experience. If you are to be a rock star, they want a rock star every time. It’s not acceptable to give them a rock star the first couple times and then dial it back some.

If your customer experience isn’t designed with any forethought, you’re going to disappoint. If you offer coffee at one touch point and not at the next interaction, then you’re going to disappoint. If your website is a shiny example of excellence and your customer service rep sounds bored and hollow, then you’re going to disappoint.

Your customer experience needs to be designed, measured, and monitored. And it needs to be consistent and predictable. The customer wants to feel in control, not the other way around.

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You are not your business

You are not your business unless you want for it to be that way. Can your business run without you being there? What if you want to take a vacation, are sick, or just plain aren’t feeling it for a spell? At that point, you haven’t signed up to run a business. You’ve signed up for a job.

I’m over halfway through Michael Gerber’s The E-Myth Revisited. It really is changing the way that I think about a lot of things that I do.

Sure, you must “be your business” at first (in a sense), but this shouldn’t be your end goal.

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A good primer for the New Marketing

This is a great introduction to basing your customer experience on personas. If you can analyze your customers to the level where you can write specific stories about them, you can base a better experience by analyzing their needs.

Read on for more thoughts about the book.

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Web design podcast

boagworld

There are a few good reasons to check out Paul and Marcus at the Boagworld Web Design Podcast, even if you’re not a web designer. Read on to find out why.

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Creating landing pages: How to run an AdWords campaign

Google AdWords

Your landing page is a crucial part of getting customers to take action after clicking on one of your AdWords ads. There’s a good chance that they didn’t read too much of your ad, so a lot of your persuasion needs to take place on your landing page. And you didn’t really have much space to get your message across in a ridiculously short text ad, did you?

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