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Your Morning Cereal & Nudge Theory

The first thing you eat each day, might also display the first billboard of many you’ll see each day....

August 3, 2021

Setting 2021/22 Marketing Budgets

I recently spoke to Mark Stolten, the inventor of a flexible brick that is compatible with Lego. He reminded me how businesses are cash intensive when your intent is to prioritise for growth....

July 26, 2021

X-Ray Your Competitor

It's possible to technically 🕵🏻 x-ray your competitors eCommerce site for competitive intelligence. By probing for strengths you can also discover where perimeter defences are lacking.  Few businesses audit their competitors in New Zealand because it's technical. That's a mistake. A site x-ray looks beyond the 👸 skin deep look and feel of your homepage that web agencies tend to keep you focussed on. You probably (...almost certainly) have weaknesses on your own site that you c...

July 21, 2021

From LinkedIn Connection To Email Subscriber

Your LinkedIn connections are on leased land, owned by LinkedIn. In this article, you will combine a LinkedIn feature with a personal outreach to shift your connections to a place where you own the land.... on email....

July 20, 2021

Create Marketing Systems That Support Your Business

Tasks that you do each week repetitively are supported by systems. The bigger your business, the more time you're likely to be spending on building systems, alongside being a 'manager' and being an 'employee'. Some businesses become so systemised that they can run themselves without the owner... wel almost. In Mike Michalowicz's book Profit First he says: "Even if you are a master of building systems and spend 80% of your time in that magic zone, you'll still spend roughly 20 percent of your tim...

July 14, 2021

Connect Your Network Together

You know lots of people, but do they know each other?There are benefits in connecting people you know together. The most effective way to bring communities together and enhance the process of friendship formation is to encourage people you know to form more sub-communities. How might you start?...

July 13, 2021

Wes Kao on Marketing - Feature

Wes began thinking with precision about marketing a lot earlier than many realise. If you are new to Wes' work, start with the end-to-end marketing section of her sites comprehensive resource library. 💡The rise of the end to end marketer.💡Increase desire, not just reduce friction.💡Reverse engineer your marketing strategy. Wes was employee #0 for the altMBA. Seth Godin's first cohort based course in 2015.  I first met Wes Kao in New York as an alumni of altMBA10 in 2017, where she w...

July 12, 2021

🧦Recondition Your Website Footer (and cover your digital ankles)

You can be spending too much on ads because of a low performing footer, plus frustrating your web visitors. The last thing on every page of your website is the moment when a viewer has to decide...What do I do next?You can be intentional about answering their question or leave it up to web gods. Most still believe the web gods look favourably on them, but if you'd rather have a plan, follow me....

July 9, 2021

Podcasters: Prime Your 1st Interview Question

Fascinating interviews start with unique voices sharing powerful answers. As host, your first question sets the tone for the rest of the interview. If you ask the wrong question, the whole interview can head in a different direction. Your guest may not share as openly and when you go to publish, listeners might skip ahead or remove their AirPods entirely. The interview tone gets set at your first question. ...

July 8, 2021

Podcast Interviews. 3 Simple Follow Up Questions That Will Improve Your Interview Technique

Know simple follow up questions to ask in advance of interviewing your next podcast guest. Follow up questions get you closer to the source of truth.Often, a better answer gets left unsaid if the first answer your guest shares isn’t followed up on. Ask follow up questions and give  your guest the opportunity to:  🖼 reframe their thinking 🎈expand on their perspective 🧱add more context or 🪞give additional reflection around their answer.   By the end of this a...

July 7, 2021

How To Precision Audit Your Competitor

Your competitor is probably already doing a precision audit on your website and you don't realise it. They'll know the partners you work with, where your customers are sourced and even what keywords you rely on to bring you leads with a high likelihood to convert. Why should they know all of this data about what you're doing? You're at an asymmetric disadvantage. In this article, you will be walked through how to precision analyse your top competitor and appraise their business strengths in the ...

July 6, 2021

Seth Godin on Marketing - feature

Seth Godin wrote a blog article one day in 1995 and then he never stopped. In this article, I deconstruct a chat between Seth Godin and Bryan Elliott so you can apply some of the insights to your business. "Creative work is something human and something generous that makes a change happen." Seth Godin. Seth says that all the noise around us pushes us to keep track of likes and friends...and when that stops working and the money gets tight you race to the bottom (or worse you come second)....

July 5, 2021

An Idea: More Business Connectivity For Better Business Intelligence

If the connectivity profile of regions in the brain can shape intelligence, could increasing the connectivity of a solo business owner to their peers increase businesses intelligence... and their chances of success?  🕺Caché believe that business owners get better faster when direct connections are facilitated between business owners.  Connecting business owners with their business peers is at the heart of the Caché mission - Better Business Together.  When did the number and ...

July 1, 2021

5 Must Know Google Analytics Stats. Interpret How People Interact With Your Site

In this article you will learn how people interact with your most popular content on your website through  one small area of Google Analytics called Site Content Behaviour. Why does learning how people interact with your site matter? If you're looking to know where to renovate your site and where to add things on Site Content Behaviour is a great starting point. I love to go molecular 🧪on the numbers of websites without getting bogged down in hard to read code so.... Don't be put of...

June 30, 2021

Rand Fishkin on Marketing - Feature

Rand Fishkin, and the community he built around the Moz software his team built, taught me SEO (you can learn too). Now Rand has moved on to the exciting new'ish field of audience finding to uncover valuable phrases removed from Google and Facebook ad targeting tools. His new software stack is called SparkToro. “Best way to sell something: don't sell anything. Earn the awareness, respect, and trust of those who might buy.” Rand Fishkin....

June 29, 2021

How To Create Video Story Clarity Without Relying On Sound

TV advertisers have known for years that people mute their ads, yet companies don't realise the same phenomenon is happening in social newsfeeds as Tiktok, Facebook video and Instagram Reels all autoplay with the sound off. After reading this article you will be able to:  🎥 Add captions to your videos faster with the assistance of automated AI. 📝 Adapt your video captions for social platforms or burn-in traditionally using video editing software for playing videos on repeat at ev...

June 28, 2021

Combat Zero Click Searches With Google Shopping

No one clicks on search results anymore. Ok well a lot of people are finding the answer they're looking for in Google Search without visiting your website. That kind of sucks if you've put a whole heap of effort in to your site and it's not getting seen. A SparkToro analysis of SimilarWeb data from January to December of 2020 found that nearly two-thirds (64.82%) of searches on Google now end without a click on a result.  “Zero-click searches …. have been on a steady rise for years...

June 24, 2021

How To Map Your Most Valuable Customer Journey

Each moment where you ask a customer to decide, is a moment where your customers journey may come to end. Don't make them suffer an unexpected, abrupt end to their journey, especially when they are interested in buying.  We have already covered how you can avoid losing customers at the moment they're about to handover their money (the eCommerce checkout), so in this article, we explore how to map out the many ways a customer can journey towards your checkout and what can block them along th...

June 23, 2021

Peter Drucker on Marketing - Feature

Drucker is most well known for his business books on management and did not consider himself a marketer, yet he championed marketing as a key business discipline, making his perspective even more credible. ...

June 22, 2021

Capture Your Best Customer Stories On Video

Social proof influences buying decisions and in this article you'll learn there's a simpler way than interviewing your customers to collect the most powerful form of social proof - customer stories on video. Interviewing customers is great but interviewing people is a skill, it takes substantial time and resources and may not be a great fit for you or your business. If you can interview, do it. Interviewing works. It was the primary customer story collection method I rolled out at Buy NZ Ma...

June 21, 2021

Beyond Launch. Beyond The Dip. Beyond The Chasm.

A launch is easy if you're doing something new.  All you've gotta do is share it out and people who care about the new thing will take note, and might share it too.  We spend a double cab ute load of time on the launch...but how much time gets spent on the winding road ahead?...

June 18, 2021

Uncover Your Super Specific Audience

You have a super specific audience, but can you find it without Facebook targeting?Here's one I'm interested in for Caché.  "New business owners in the food and beverage industry who are early in their business journey and ready to learn about getting ranged in supermarkets." There is no Facebook ad targeting 🎯 category for that super specific audience.Sure - it's possible to get closer to the target... by targeting the following overlapping groups:...

June 17, 2021

Increase Sales Email Responses Through Personalisation At Scale

Almost no-one writes thoughtful 1:1 sales outreach messages that show consideration of the customers industry.  Sales people are in a hurry.   Yet it's worth it to personalise to an industry, to a business, to a person... and there's a way to do it without spending more time than you need to on each message. In this article, you'll learn: what's not working in your current approach to outbound sales leads.three rules for writing a crisp outbound sales email.two brilliant tips to get r...

June 16, 2021

Forget Customer Testimonials - Scaffold Customer Stories Like A Pro

Customer Testimonials can powerfully describe the outcome of what you offer in your customers words, but that's not enough. Customers often leave out their deeper meaning, and the context that brought about the need for change, instead focussing simply on the happy positive outcome.  Customer testimonials are positive outcome focussed. Yes - glowing reviews are great. However... ...your next soon-to-be customer might be searching for people who have had a similar problem not simpl...

June 15, 2021

Interviews Are Marketing Gold

It's possible you might interview customers and create compelling testimonials.You could decide to interview suppliers and share those with potential customers to gain trust about the people that will work to deliver their project.You may decide to interview your team to communicate at a deeper level who the people are that represent your business brand.If you're considering interviewing as a platform for creating marketing content, you might like to read how I got started in interviewing in 201...

June 14, 2021 Posts 1-25 of 52 | Page next
 

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