Tag: advertising

The measurement trap

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There are many myths in marketing, that marketers would do better forgetting about. Or at least, putting them in the right context.

A/B testing is one such myth. Not because it doesn’t work, it’s a fantastic idea. But the organisations and the marketing teams that can do A/B testing effectively are only a few.

For that, you need a high enough traffic, a high enough budget, a set-up that allows you to track and compare things, and most importantly consistency and patience. And even when you have all of that, more often than not you will get misleading or contradicting results.

Instead of falling in the measurement trap, focus on basics: who is your customer, what they care about, where do they hang out, why should they pick you. This is going to deliver far more solid results than any weak testing you might be wasting your time with.

And the winner is

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What is the value of:

  • An award that has your name on it?
  • An award you have paid money to get?
  • An award that is given to everyone who participates?
  • An award that nobody knows about?
  • An award you and your team have worked hard to achieve?

In the end, most people who visit your website can’t really tell the difference. That’s why awards as marketing tools are little more than organizations talking about themselves.

Early stage marketing

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If you are a start-up, with a single product, and you sell to other businesses, then product marketing is basically the foundation of your whole go-to-market.

The way you talk about the product, the way you differentiate from other alternatives, the unique point of view that makes you worth considering, the material you need to go out there and influence people, the knowledge of you target customer and of their pains.

Perhaps you can’t afford a product marketer. But make sure that whoever is doing marketing will focus on those things for at least 80% of their time. It will pay off.

Connecting the dots

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See the opportunities to connect the dots.

A colleague might be working on a project that is related to the work a person in a different department is doing.

Your campaign’s results might be an important learning for those who come after you.

The feature that is ready to be released might be a fantastic opportunity to create new content about your key differentiator.

The outcome of a workshop organised by the management team might be relevant to share with your external partners, so they can also see what your company is about.

The point is that most of the things that are achieved in a business do not end there. They open up new opportunities, they are linked to other initiatives, they can be repurposed in various circumstances. That’s why auditing what is happening at any given time is much more important than pursuing something new.

The lock and the key

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First, you need to figure out what story you have to tell.

Second, you need to figure out who might be interested in the story you have to tell.

Third, you have to tell the story.

One and two might be interchangeable, and actually it is generally a good idea to search for a lock and then fashion a key.

But the problem is that most just go with three.