At the end of the day, businesses market to people, not to faceless decision-making committees or a bunch of same-demographic consumers. Whether you’re selling to CEOs or stay-at-home dads, your marketing should speak to individual customers - think “human” instead of “the client” or “the client company” - each with his or her own tastes, interests, expectations, preferences, life, and work situations.
Topics: content marketing, content, marketing, brand, customer communications, audience, messaging, corporate communications, ABM, PESO
Your Next Move in a Winning Cybersecurity Marketing Game - Refine Your Buyer Personas
Successfully marketing your cybersecurity solution is not a guessing game. Targeted marketing is like any other targeted activity – where you aim is where you’ll hit. Of course, that’s easier said than done. With hundreds of cyber solutions on the market, it’s difficult to find your security product’s unique niche so you can tailor-fit your message to the right buyers.
Build a Passionate Community to Support Your Business
Nike’s online community built around its Run+ mobile app not only benefits members through personal training tips and challenges, but also helps the company gain an in-depth understanding of its users’ interests and behaviors.
Online fashion brand Asos’ social followers constantly share content and respond to comments.
Spin Sucks’ 80,000+-strong community’s passion for content marketing has made the brand a leader in the PR and communications industry.
Social media plays a critical role in building a community of loyal customers who can positively impact your brand or business.
Topics: content marketing, social media, brand, customer communications, audience, messaging, personas, client relations, Shared media, linkedin, marketing qualified leads, sales qualified leads, twitter, youtube, facebook, reputation
5 Ways the PESO Model Delivers Great Content Results
Build your brand - By effectively using an orchestrated outreach strategy across all channels, marketers will extend the reach and increase the overall effectiveness of their efforts, boosting both brand loyalty and revenue.
Topics: journalist, press coverage, content marketing, content, marketing, metrics, social media, brand, audience, corporate communications, client relations, PESO, Earned media, Shared media, owned media
HELP WANTED: Eight People to Rock My Inbound Marketing
Topics: Public relations, journalist, content marketing, content, marketing, metrics, social media, persona, inbound marketing, audience, personas, PR, corporate communications, SEO
TIPS: What Your Cybersecurity Message Should Say
Want to break through the clutter? Want to rise above the market noise?
Are there too many cybersecurity companies for our own good? Some have become unsustainable as others have gone under. It seems ironic that cyberattacks - the biggest threat to both organizations and nations - have given rise to an enormous global cybersecurity market.
Should be good news, right? However, the unrelenting waves of cyberattacks and the increasing need to mitigate security risks has also given rise to more than 4,000 cybersecurity companies, whose marketing messages are now flooding -- make that clogging -- an already congested vertical.
Topics: content marketing, marketing, audience, message, messaging, personas
B2B Marketing: Don’t Confuse Strategy with Tactics
Topics: marketing, persona, brand, customer communications, audience, sales, planning, marketing strategy, tactics
PR experts are attuned to the momentum of the media. We understand that in order to present a compelling package to any journalist - a story that gets them interested, it takes research beyond just what AI gives you and requires having all the tools, especially a messaging document and “quotes on demand” – ready to deploy at a moment’s notice.
Even with AI, your company sits on years of proprietary information - product details, customer-focused data, executive expertise - that can be leveraged to generate PR.
Topics: journalist, news story, news value, media, audience, messaging, PR, corporate communications
Topics: Public relations, marketing, brand, audience, message, PR, corporate communications
Best Marketing Techniques to Support Your Inbound Campaign
Marketers increasingly recognize that if they want higher ROI, more qualified sales leads, lower cost per acquisition, and increased brand authority, inbound marketing is essential. Inbound marketing is unlike traditional outbound marketing approaches that have marketers vying for customers’ attention via TV and radio ads, direct mail, trade shows, telemarketing, and cold calling. Instead, inbound focuses on having potential leads come to you via company-created Internet content that drives visitors to your website, engages them, and helps your sales team convert them into customers and loyal brand followers.
Topics: blog, content, marketing, social media, inbound marketing, customer communications, audience, personas