Heidi Cohen's Actionable Marketing Newsletter
Published: Mon, 07/20/15
actionable marketing guide
Dear , The summer heat is on. Manhattan has been hazy, hot and humid. Late yesterday afternoon, one of my knitting friends and I took our knitting and headed out to Brighton Beach in the less hip part of Brooklyn.  Brighton Beach is a public beach on the Atlantic Ocean a few short blocks from the Q subway train. It’s
complete with a boardwalk and Russian restaurants. It’s the anti-Hamptons.While a Manhattanite has lots of beach options via car or train, never underestimate the value of time and convenience. The same holds for your marketing. What are your customers seeking that only you can provide? Many knitters, like my friend, have their favorite yarns many of which are created by small producers. These small businesses have grown due to Ravelry, a knitting and crocheting social media site, and Etsy, a crafts marketplace. These small businesses build demand through their weekly offerings and email newsletters. If you want a special color, you must place your order or it’s gone. My friend’s current favorite yarn is Plucky Yarns. For their anniversary sale, they didn’t discount their yarn. Instead they took a page from Charlie and the Chocolate Factory. They put gold tickets in a few select packages. It’s old-fashioned gamification.
As a marketer, how can you be more original about how you engage your customer? Also, consider how to make your best customers feel special. During these hot summer days, we’ll be cutting back our publishing schedule to take some much needed time off. We hope that you’ll have time to get away from your office as well. We’re also in the process of filling our editorial calendar. Are there any special topics that you’d like us to cover? If so, please respond to this email.  This week, we interviewed Adele
Revella, whose new book, Buyer Personas, helps marketers make decisions on what to write about, how to say it, and where to make that information available to their prospective customers. We'll be giving away a copy of Buyer Personas to one lucky reader next week. For details and entry form, check on The Actionable Marketing Guide  Last week, we Interviewed Neal Schaffer, a Forbes Top 30 Social Media Power Influencer. His new book, Maximize Your Social reveals the science behind creating a social media strategy and will help you create and maintain a successful strategy for your business The winner of a print copy of Maximize Your Social is Vivek Rane. Congratulations Vivek! Happy marketing, Heidi |
2015 CONFERENCES
Content Marketing World 2015 (September 8-11, in Cleveland.) This is a MUST attend event for every marketer. I'll be there. Please join
me. Act now and get $100 off of the regular registration fee! Use promo code, Cohen, when you register. Can't make to Cleveland this Fall. Access ICC's recordings
of CMW. Get all the content when and where you want it!
Prime Day, Christmas in July, and How to Drive Sales When No One is Buying
Amazon declared July 15 to be Prime Day in honor of their 20th anniversary. Walmart and other competitors followed suit with sales of their own to get a share of the July shopper’s spending. In the US, July is a notoriously slow period unless you’ve a vacation-oriented business. So it’s no surprise that the biggest retailers created special reasons to entice customers to purchase. Continue reading Buyer Personas – Book Interview July 18, 2015 Marketing Heidi Cohen Interviews Adele Revella
What’s your best piece of advice for readers looking to improve their marketing?Marketers need to have deep insight into what affects their customer’s decision to purchase solutions like theirs. Why is this important? Marketers make decisions every day – what to write about, how to say it, and where to make that information available to their prospective customers. Without these insights, marketing decisions are inevitably based on internal perceptions, historical metrics, and frankly, pure guesswork. |
Content Marketing: 11 Steps to Engage, Entertain,
and Inform |
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