April 2018 – Interent Marketing Voices

10 Service Business Essentials that Help You Win Clients with Confidence

Here’s a scary thought: What if your content marketing actually works? What if you get all the clients you want? Will you be able to handle them? Those are important questions every service provider needs to answer honestly because there is often a disconnect between what we say we want and the actions we take. Read More…
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Breaking Silos: Passive Consumption + Active Engagement FTW!

Today something complex, advanced, that is most applicable to those who are at the edges of spending money, and thus have an intricate web of internal and external teams to deliver customer engagement and business success.
The Marketing Industrial Empire is made up of number of components.
If you consider the largest pieces, there is the internal (you, the company) and the external (agencies, consultants).
If you consider entities, you’ve got your media agency, your creative agency, your various advertising agencies, your website and retail store teams, your analysts, marketers, advertising experts, the UX teams, campaign analysts, fulfillment folks, the data analysts who are scattered throughout the aforementioned entities, the CMO, CFO, and hopefully your CEO. And I’m only talking about the small portion of your existence that is your marketing and analytics.
Whether you consider the large, simplistic perspective (internal – external) or the more complex entity view, it’s really easy to see how things can become siloed very quickly.
It’s so easy for each little piece (you!) to solve for your little piece and optimize for a local maxima. You win (bonus/promotion/award). It is rare that your company wins in these siloed existence.
That’s simply because silos don’t promote consideration of all the variables at play for the business. They don’t result in taking the entire business strategy or the complete customer journey. Mining a cubic zirconia is celebrated as if it is a diamond.
Heartbreakingly, this is very common at large and extra-large sized companies. (This happens a lot less at small companies because of how easily death comes with a local maxima focus.)
So how can you avoid this? How do you encourage broader, more out-of-the-box thinking?
This might seem simplistic, but sometimes

Aggressive Sell, Soft Sell … What Works?

Recently, a student of ours asked whether “we” (content-based marketers who might prefer a more subtle approach) can learn anything from “those” marketers who use somewhat obvious tactics like silly quizzes or hyped-up headlines. In the course of answering this question, the phrase “orange hat marketer” occurred to me. (Don’t worry; this has nothing to Read More…
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Avoid This Surprisingly Common Recipe for Creepy Content

Ready Player One has been called pure “nostalgic nerd-bait” by film critics, but that’s not the only reason it earned $300 million worldwide in just its first week. It follows some very well-worn blueprints of blockbuster filmmaking that its iconic director, Steven Spielberg, practically invented. From the high-energy title sequence to the quintessential Spielbergian finale, Read More…
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A Powerful Key to Prolific and Potent Writing

I’ve always found the goal of meeting a word count to be a bit silly. Some messages can be clearly communicated in 200 words and others need 2,000 words. But if you use 2,000 words when 200 words would perfectly suffice, your writing will likely feel excessive or even self-indulgent. That’s why I consider the Read More…
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How to Turn Leads into Clients with Modern Email Marketing

When it comes to building an audience that builds your freelance or consulting business, email remains the undisputed heavyweight champion. Email was the original “killer app” — everyone uses it, and that’s why it’s been the absolute best channel for digital marketing and audience building. And yes, that’s still true in 2018. The stats don’t Read More…
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7 Ways to Make Your Writing Personal (but Not Self-Indulgent)

I get a little nervous when I advise that you should write for a specific group of people and convey your perspective. Personal narratives can form connections with strangers almost magically, but self-indulgent writing has the opposite effect. It’s boring and a turn-off. The tricky part is that there’s a fine line between “personal” and Read More…
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