Heidi Cohen's Actionable Marketing Newsletter
Published: Mon, 05/11/15
actionable marketing guide
Dear , Happy day after Mother’s Day! I hope your celebration was enjoyable and that your mother was happy.
As far back as I can remember, my mother has never liked Mother’s Day. She always thought it was an empty Hallmark holiday that resulted in her making dinner for the extended family and doing the lion’s share of the work. The few times we went out for a special Mother’s Day meals the food was mediocre, the service was rushed, and the prices were
raised. Now, my husband and I take a different approach. We visit my mom and bring the fixings to make a special meal for her. My mother likes this approach because it’s personal and makes her feel special. What does this have to do with your business? Many businesses, maybe even yours, take
advantage of Mother’s Day. While I appreciate that holidays drive sales for many businesses, you have to go one step further. You have to convert those mothers into regular customers. The question is: Are you just focused on a hook to promote your business or do you really care about making people feel good about their holiday
purchase. If you don’t, that Mother’s Day gift will be a onetime sale or, even worse, it’ll be returned for a refund. As a marketer, take a longer-term view of each holiday. Talk to your existing customers to discover what they really want and would appreciate for the holiday, even if it’s not your products. Then help them to communicate this to the people they
care about.   This week, We talked with Dorie Clark about her book, Stand Out. It's about finding your breakthrough idea and
building a following around it. Please understand that while we appreciate that our readers are located around the world, we will only send physical books to people with a US address due to customs issues.   The winner of last week's book giveaway, a print edition of Experiences: The
Seventh Era Of Marketing by Robert Rose and Carla Johnson, is Tifffany Smith. Congratulations Tifffany!We encourage you to sign up to get related goodies even if you don’t have a US postal address for delivery. Happy marketing, Heidi |
How To Succeed With Earned Media: 34 Case Studies
While marketing and PR experts may disagree, earned media is broadly defined as getting other people to talk about your company and/or brand regardless of where it appears – especially customers, influencers, and other media entities. Like other forms of marketing, Earned Media must support your business objectives, yield results that are measurable and show that you’ve contributed to achieving your goals.Continue reading Internal Content Curation: What Most Marketers Miss10 Steps To Maximize Your Internal Content Curation
Most marketers believe content curation means: “How do I legally add to, enhance or provide new context to other people’s content (OPC) to create new information that improves my results?” They miss the major content curation opportunity. Do you? Continue reading 7 Blogging Superstars Reveal Their SecretsHow To Build Your Blog To Drive Measurable Results
Anyone can blog. Create text, audio or video content and distribute it via feeds (aka RSS), email and/or social sharing to become a media entity. However, blogging underscores the need to developquality content that lays the foundation for thought leadership and builds an audience that leads to business success. Continue reading Stand Out – Book InterviewHeidi Cohen Interviews Dorie Clark
What’s your best piece of advice for readers looking to improve their marketing and why is it so important?The most important thing you can do to enhance your marketing is to start creating content, whether it’s blog posts, a Twitter feed, a podcast, videos, etc. The most powerful form of marketing is inbound, because people have already decided they like what you have to offer and are looking for more. But to get them coming to you, you first have to begin sharing your ideas. Continue reading |
2015 CONFERENCES
Content Marketing World 2015 (September 8-11, in Cleveland.) This is a MUST attend event for every marketer. Get your ticket today and save big! I'll be there. Please join
me.
Likes are Great: Leads are Better - |
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