Tag Archive: marketing

  1. Get Your Priorities Straight with Agile Marketing

    Agile Marketing

    “That sounds sexy.”

    “I want to be part of whatever that is.”

    “What the heck is that?”

    “No, that’s too out of the box.”

    No, these questions aren’t directed at yours truly. They are often associated with agile marketing and this term has the marketing world abuzz.

    To break it down, agile marketing is a tactical marketing approach. It encompasses a marketing team collectively identifying high value projects that deserve focus and the team’s collective efforts. Agile marketing allows a team to manage complex projects with many unknowns and moving parts and takes inspiration from agile development. It’s something that we find value in over here at Findsome & Winmore and are continuing to focus on more and more.

    Agile marketing allows us to:

    • Respond in a quick manner to changes in the market
    • Produce rapid campaigns that can be tested and optimized over time
    • Experiment with lots of ideas and expand on the ones that succeeded
    • Justify what we are doing with our marketing projects with hard data
    • Collaborate with team members to prevent a tunnel-vision approach to marketing

    When starting the agile marketing process…

    Think of the process in phases. The first phase should be detailed with the following phases more high-level. Going this route allows you to experiment during the first phase, make changes to what you are doing or completely throw out what you’ve been doing and start over! Instead of testing out theories and ideas in the long term, you are testing them out in the short term, allowing you to eliminate what doesn’t work and expand on what does to give you a better return in the long run.  

    Fear not my anxiety-ridden marketing mangers, we’re not saying abandon what you’ve been doing this whole time, the hours of research, the content you know works, etc., we’re just asking that you open your eyes to maybe another alternative in the world of digital marketing. Agile marketing allows you to experiment and do right for your clients. Start small, review what you are doing and evaluate what is right and wrong for you. There are factors that can always come into play (new competitors, new technologies, new trends, etc.) that will affect what you’ve been working on, and that’s the beauty of agile marketing! You can move and work with it and not against it!

    Smart Small

    Note that Xerox has been proactive with agile marketing since 2009. Judith Frey, the VP of Interactive Marketing at Xerox said: “Because of the volume of projects that come up in the Web environment, you’re changing things on an ongoing basis. A way to manage those and prioritize them so you’re always working on the highest value projects is very much congruent with how agile operates.” For Xerox, the biggest improvement in business results for them has been in their ability to prioritize and get the right things done the right way.

    Learning the ins and outs of agile marketing can take time and it might feel like a slow crawl in the beginning, but the benefits at the end can definitely be worth your while. Think efficiency! Think happy customers! Think a better functioning team and process! Think agile marketing!


    Marketer Gizmo

    Harvard Business Review

    Agile Marketing

    Agile Marketing

  2. Company Rebranding: 7 Telltale Signs That It’s Time

    Rebranding Your Business

    Like the first day of school, rebranding your company can be a mixed bag of emotions; equal parts fear of failure and the gut-tingling excitement for a fresh start with renewed hope for success. Though not something easily decided upon, it’s vital to never shy away from the prospect of company rebranding if it seems necessary or appropriate for the needs of your business.

    Telltale Signs That it’s Time to Consider Rebranding

    • Product and/or Service Change: No longer offering just one service to customers? Company rebranding can help your business break away from the perception that it’s a one-trick pony, repositioning it as a one-stop shop for multiple consumer needs.
    • Merger and/or Acquisition (or “Conscious Uncoupling”): If your organization is joining forces with another entity, acquiring another company, or experiencing a “break up,” it may be a good time to embody a new brand that reflects this change.
    • Crisis: In most cases, there is a light at the end of the tunnel (or crisis) when your company finds itself in a sticky situation; however, if the damage is too extensive, a rebrand can help shed a negative perception or event.
    • Revitalization and/or Relevance: It can be difficult for business owners to admit that their brand is outdated. To stay relevant in a rapidly changing marketplace, be honest with yourself and your customers by refreshing a brand that is no longer relevant or could use a reboot.
    • New Ownership or Structure: If you’ve just gained control of an organization, or if the core structure of your company has changed, consider rebranding to put some distance between where the company has been and where it’s headed.
    • Expanding to New Markets: A brand that is associated with a particular region or market can hinder expansion opportunities. In some cases, especially with hyper-local companies, company rebranding can make an organization marketable in multiple locations.
    • Legal or Trademark Concerns: In some cases, rebranding is less about preference and more about necessity. Creating a new brand should be a no-brainer if it means keeping your company out of a legal battle.

    With these considerations in mind, it’s a pertinent practice to regularly check the health of your brand. Never leave out the possibility of a rebrand if the circumstances are right. Having gone through this process ourselves, we find that Findsome & Winmore is all the more clear, inclusive and focused for it. As usual, it turns out those first-day-of-school jitters are nothing to fear at all.

  3. What Can CrossFit Teach You About Growing Your Business?

    It is hard not to notice the phenomenal growth of CrossFit, the international fitness movement that has taken the world by storm as of late. If you’re not familiar, CrossFit is a global network of independent gyms (called affiliates) that focuses on group exercise. You’ve likely seen these gyms (referred to as boxes because of their raw nature and simplicity) in different cities and neighborhoods. Orlando alone has seven or eight CrossFit locations. The concept is growing like a weed across the globe.

    If you ask anyone why they like CrossFit, they usually say that the alternating nature of the workouts (the sessions tend to focus on variety and muscle confusion) keeps things interesting. There is often a competitive component as well, which adds something. But the element you hear most about is camaraderie and community. CrossFit effectively combines exercise with teamwork in order to foster something unique. Naturally, the community component spills over online with social media. Most CrossFit affiliates leverage Facebook to bolster the community component, taking advantage of the network effect.

    Why does this matter to me?

    As a business, CrossFit has exploded. Recently, CrossFit and its founder Greg Glassman were profiled on 60 Minutes in a piece entitled ‘The King of CrossFit.” The 60 Minutes segment was interesting in many respects, but the biggest take-away for me was the part about CrossFit’s use of content marketing: creating and publishing brand-related content in an effort to inform or influence instead of advertising or selling.

    Founder of Cross Fit

    CrossFit Founder Greg Glassman in a recent 60 Minutes segment and referenced content marketing.

    Reporter Sharyn Alfonsi was particularly interested in Glassman’s use of of giving away free online video to users to help them learn more about fitness. CrossFit has a “media office” in Silicon Valley whose primary purpose is to create and distribute free educational content to affiliates and participants.  

    Baffled by the thought of “giving away” educational content that participants should seemingly pay to receive, Alfonsi posed the following question to Glassman: “How does that make sense?” After all, why wouldn’t customers just perform the exercises on their own at home (for free) instead of visiting the gym and paying for them?

    Glassman’s simple yet profound answer was, “it didn’t until we did it. The more video we give away, the more money we make.” That statement bears repeating: “the more video we give away, the more money we make.”

    Cross Fit-Videos

    The CrossFit website features a ton of free videos and instruction guides for users to learn how to get in better shape.

    Why does this work?

    It does seem counter-intuitive for this to actually work, but it does. Here are a few reasons why:

    1. Providing all of these videos positions CrossFit as knowledgeable experts, thereby enhancing the brand.
    2. Incorporating updated video and content helps to keep the CrossFit website fresh and dynamic.  This gives users a reason to return to the site frequently.
    3. Online videos are great for sharing on social media to keep users engaged and involved in the community.
    4. Fresh content (especially video) helps users find the website on Google and other search engines.
    5. Consuming and sharing the video is essentially free advertising for CrossFit. True, there is a cost to creating video, but the media cost is next to nothing compared to running television ads.

    How can I put this idea to work for my business?

    With a little effort and creativity, any business can put this lesson to work. Here are a few simple steps you can take to use content like CrossFit does:

    1. Let go of the fear that publishing content is going to (a) make customers steal your advice and not pay you or (b) give your competitors your playbook. While there may be some of either, the benefits will far outweigh the costs
    2. Think about what specific areas you know something about and publish. That means write, draw, film, animate and/or photograph your expertise in action.  
    3. Solve your customer problems with your content. If you are not sure of topics to use as the subject of your publishing, start with the questions your customers ask you. It’s a great place to begin.
    4. Be consistent and patient. This approach takes time, so don’t expect results overnight. Give it 4-6 months of consistent publishing and sharing. With a little patience, you’ll start to experience the snowball effect. Content that you created months earlier will begin to produce results far into the future.

    In the end, remember that your customers’ eyeballs are on social media. If you want to reach them, you need to be there. And if you want to make a good impression, your content ought to be strong. Creating content that helps customers learn and/or solve problems is your ticket to building a relationship with them.

  4. Grassroots Marketing Done Geeky: What Brands Can Learn from Comic Con

    What Brand Marketers Can Learn from Comic ConSan Diego; “America’s Finest City” and California’s second largest city on the picturesque Pacific Coast. However, for just a few days every year, this city hosts Comic Con — a mecca for superheroes, movie stars and more than 130,000 deeply dedicated fans and press outlets. In fact, dedication doesn’t quite capture the level of fervor, excitement and obsession that these fans often exhibit. From burgeoning blogs to creative cosplay (dressing in costume, for the uninitiated), these fans take fandom seriously.

    Surely, this level of fandom extends beyond the world of comic books, video games, and movies; We see similar instances of sports fanatics when it comes to game day. But the lesson that I believe we can all pull from what is now a mainstream “nerd culture” is this audience’s grassroots marketing impact from a business perspective.

    Aim to produce a product or provide a service that your audience will evangelize.

    This year, Warner Bros. (WB) Pictures had a huge showing at Comic Con, presenting exclusive trailers for wildly anticipated films, Batman vs Superman: Dawn of Justice and Suicide Squad. These sneak previews were meant to be exclusive looks at the upcoming films, only to be seen by Comic Con attendees. However, to no one’s surprise, fans filmed and uploaded these previews, sharing them with the information-hungry masses over the Internet. Overnight, these films received what may be millions of dollars worth of free press, just because their fans are genuinely invested in their product.

    You may assume that WB was thrilled with this publicity — but you’d be wrong. Instead, the company labeled the leak as “piracy” and, with much chagrin, posted the full, high-quality version on YouTube. What WB may fail to realize is that the fans that they have labeled as pirates (rightfully so, arguably) are their biggest cheerleaders and a most valuable, grassroots marketing resource.

    Advertising is the cost of being boring.

    A famous quote credited to writer Andy Sernovitz is, “Advertising is the cost of being boring.” Though we’d like to believe that marketing strategy is most definitely an essential, he does make a point. If you produce a truly unique and high-quality product, your fans just may do much of the advertising heavy lifting for you — but only if you allow them. This is where blogging and an active and responsive social media plan will come in extremely useful, providing a place for your fans to share word of how awesome you are.

    Though “make good stuff” may seem like rudimentary and overly simplistic advice, if you focus on business practices that people can get behind while providing a fertile digital environment for your audience to both champion your brand and interact with you, your marketing dollar will go much further. Never underestimate the power of grassroots marketing from a dedicated, nurtured and respected fanbase, as it’s often your customers that help your brand become truly superheroic.

  5. 4 Summer Marketing Tips to Avoid the Dreaded “Slump”

    sleeping man

    Summer isn’t only associated with fun in the sun, cold frosty drinks and treats, and vacations. Unfortunately, it’s also associated with what marketers like to affectionately call the “summer slump.” Just because things tend to slow down during this hot time (no pun intended) it doesn’t mean your marketing needs to.  Drink some iced coffee, read our list of summer marketing tips below and FIGHT THAT SLUMP!

    1. Ready…Set….Go!

    Your marketing doesn’t need to go on hold just because people might be less active during the summer months. Keep active with your marketing channels like your blog and social media accounts. This all aids in your SEO and just because they might not be paying attention to you now, this content your pushing out will help in your future.

    2. Keep it local

    Although the economy has recovered quite a bit, consumers are still cautious of spending and they’re spending less. Knowing that your customers are tending to stay local and enjoying  what’s around them gives you the opportunity to keep your awareness level high. Try out sponsoring local events like concerts, sporting events, festivals, etc.

    3. Experiment and adjust

    While the traffic is low, why not experiment with your marketing and see what you can do differently and what could potentially work for you? Ideas can start from testing your presence via other media channels, promotions, PR and more. Summer is also a great time to review your marketing plan and make any changes as you see fit, review your current website and see if any changes are needed, and create new white papers, blogs, and other juicy content.

    4. Reach out and touch

    Use this time to get in touch with your customers both old and new to gain feedback on what you are doing right and wrong. Find out what their thoughts are on your products and services.

    Also send out some notes or make some calls to check in with clients and let them know they are top of mind for you. I personally love sending and receiving hand written notes and it can go a long way with a customer. Not many businesses use this old school practice and it can make an impact.

    This season can be fun for everyone, so take these summer marketing tips and enjoy yourself this season both in the office and outside of it!

  6. Why Do Options Attract Clients?

    It’s 2pm and I’ve been waiting eagerly in this L shaped line out the door at Chipotle. I stare ravenously at my soon-to-be burrito bowl as the woman behind the counter finishes layering the corn salsa on my glorious veggie mountain. She starts to reach for the guacamole spoon and before she can even ask, I blurt out “I’d like guac with that!” I take out my wallet to pay, and I feel more than satisfied with the result of that experience. 

     Customize Clients

    Ordinary line at Chipotle Mexican Grill

    In an every day environment, we see a line and feel defeated by the urgency of time. But what makes Chipotle the exception? Their model has shaped success in many industries by demonstrating the benefits of simple, flexible and affordable. In the same respect, Chipotle also thrives on the quality of their food and service. The end result? Enough flexibility to allow the customer to choose what they want and what suits their needs.

    We are seeing a rise in this trend in companies such as McDonalds and Dish Network. McDonalds felt the rigid sting and announced a customizable burger option. Dish Network threw a curve ball to cable companies across the continent with a no-contract service, SlingTV. SlingTV streams live television with devices like Apple TV and Roku and offers ESPN, A&E, TNT etc, for a cheap $20/mo. Throwing out the cable bill and going digital, the customized way, is now the trend. But what makes these models so popular in retaining clients? And how do the concepts resonate with your business and marketing strategy?

    Client value

    When it comes to a marketing strategy, the same models of simple, flexible, and affordable should be put into practice.

    • Simple: Nobody likes complicated. Making your recommendations and offerings clear and to the point to your clients should generate attention to the necessary areas. Get rid of the fluff and be the expert in the areas in which you specialize.
    • Flexible: Tailor your marketing strategy toward your audience’s behavior and what you want your business to focus on. In the same respect, also try to give your clients options and the freedom to customize. Your customers will feel a benefit from your services by allowing them flexibility.
    • Affordable: This can sometimes be a sticky situation, but affordable is a relative term. It’s not necessarily about how much you cost, but how much value you offer your audience. If you can provide the credibility that your service and products are worth the price and you have an audience that recommends you, then you’re affordable.

    These three points can make all the difference in your business strategy. Take the time to think about what works for you. Provide your clients with your knowledge and recommendations and let them make the final decision. You’ll find that in the end, they’ll be the ones standing in your line of success.

  7. The Top 5 2014 List Posts to Ring in the New Year

    It’s my favorite time of year: List time.

    Best of, worst of, top-selling, funniest, weirdest, most viral – I love those compact, summarizing, quick-hit catalogues of cool.

    When I was little, I read The Guinness Book of World Records cover to cover. It was my favorite Christmas gift. As an adult, I’m a grocery store, housework honey-do, holiday shopping, bucket list kind of person, so when you put anything on a list, I will probably read it. I especially can’t wait for those annual who-said-what, who-watched-who and what-sucked-most list posts because they’re a mind-blowing reminder of how fast 365 days actually pass by (the Olympics were a few months ago? Really?).

    List Posts = Efficiency

    How to Enjoy List Posts

    On social media and blogs, list posts are the most read social posts. There is so much content out there that searching for quick answers to your questions can be overwhelming. Because of this, simple, digestible bullet points are rewarded. When sifting through millions of Google results or clicking through to find out the 4 Steps to Creating a Marketing Strategy, people are more likely to take a look at this concise dose of facts than a vague title that…well…sounds loooong. Sad, but true. And when it comes to list posts, laziness is good. It is a promise of efficiency.

    So, my lazy and nostalgic friends, I give you my 5 Favorite “Best of 2014 Lists” List (listception!).

    1. The most popular “word” in 2014 was not a word at all; it was an emoji. A heart-shaped one, to be exact. This “word” barely edged out Ebola, which makes it a little less upsetting that our most popular word wasn’t even a word.
    2. The best advertisements of the year featured people acting “like a girl,” Bill Gates dumping ice water on his head, and Matthew McConaughey acting weird normal.
    3. Of course we were appalled every day on social media about something “important” so why not make an Outrage List? Take for instance, on July 2 we found out that Facebook was doing mood experiments on us without our knowledge and on October 21 we were abuzz by Renee Zellweger’s new eyes! Yes. We. Were.
    4. The Top Ten Viral Videos of the year include a couple of my favorites, such as Emma Stone’s lip sync battle with Jimmy Fallon and President Obama on “Between Two Ferns,” but how did I miss the video with the Lion King cast on the New York subway? Wow!
    5. 2014 was the year many people tried to “break the internet” and the Masters of Photoshop were very bored…I mean…busy.

    What lists are you reading to ring in the new year?

    P.S.: I still can’t believe Pharrell’s hat was 2014. It seems like that was so 2013!

  8. What Is The Value Of A Website?

    “I want a new website, and I want it cheap.” Trust me, many people do.  Plus who doesn’t like a bargain deal?  But, maybe there’s a reason why cheap isn’t always better.

    Maybe you’re a new company, or perhaps an existing company — but you’ve realized you need a new website.  When thinking of the cost and what you might need, it may be something that you imagined to be fairly quick, simple, and low budget. 

    Companies that typically try to get the best bang for their buck end up spending more in the long run.  Why?  Well, that picture perfect website you imagined only ends up working on one platform, such as Internet Explorer, and unfortunately it wasn’t designed to match your brand.

    There are many reasons why investing in a well-crafted website is a must:

    Get it right, the first time.

    Use a reputable company with great experience.  An agency that focuses on design to best represent your brand is a first indicator that you’re on the right track.  Consistency  is key in marketing your company and building credibility.  If your site ends up looking like something completely different then your business, then it wasn’t built for success.  Your website should visually encompass your brand. 

    Using an agency that cares and takes the time to ensure that the design meets your business standards is the first measure in incorporating a well-made site.

    Just because it’s pretty doesn’t mean it works.

    Sure, it looks great.   And yes, I’m sure you’re thinking “didn’t you say it was supposed to match my brand?”

    An innovative and contemporary design is great, but what’s great about a website that doesn’t function on all browsers and devices?  Design and Programming are best friends and work together like Jack and Sally.   You want a user-friendly site that is easy to navigate, fast loading, clean and concise, and works on all supported browsers and devices. 

    A site that was thrown together like paper mache, won’t give you the benefits of programming for all platforms, browsers and devices that our everyday users are consumed with. 

    Building the site with SEO in mind will help in your search rankings.   Web developers that take the time to do this will help you benefit the most with your search by adding title tags, alt-tags, keywords and making the page(s) SEO optimized.

    Testing of the website is another big factor that many businesses tend to forget or don’t think about when factoring in the build of a website.   Just because it’s built, definitely doesn’t mean that it’s perfect.   That’s like building a house but not having anyone check the foundation or inspect the wiring.   Taking the time to view and utilize the website as a user would on each device is important.  Occasionally, the site may look flawless on a laptop, but may be buggy on an iPhone.   Troubleshooting to make all elements correct on each device may take longer than scoped, but it’s worth the time to make it right.

    Why I Ought To.

    A well built, up-to-date site will give your company the validation that it deserves.   Your site can provide information to your clients 24/7.  Being accessible when your clients want to obtain information about your company is key to marketing effectively.  These days, we are instantaneously driven to find out information about a company, place, or thing as fast as we can.  It’s crucial that you’re there readily with that answer.

    Your website can also help you gain new leads by providing an email sign up or contact area.  This is another marketing tool that you can eventually use to your advantage.   Give your customers a reason to want to be on your email list or to provide you with their contact information. 

    A site built with great imagery allows you to demo your office, explain where it’s located and introduce the people that work there.  This helps to promote familiarity.  People like to know that you’re real and who exactly they’re working with to create a trusting relationship. 

    Being able to build your website the way you want, allows you the flexibility to be creative and original – to show off why you’re different from your competitors.  

    So, how much…?

    If you’re wondering how much to invest in building a site or rebuilding a website, there is no clear cut answer.  In fact, a website scope typically alters as the building occurs. However, before assuming what it may cost, have a digital marketing agency give a proper look at your overall needs and see how to best optimize your site to give a proper assessment.

    Keep in mind that the question isn’t always, “how much is the cost?”, the question should be “how much value will my website provide me?”.

  9. Rebranding: You Can Teach an Old Dog New Tricks

    Rebrands can be an exciting, scary and often times necessary “evil”.  It can shake up what you thought was the core of your brand and force you to reevaluate everything from who you were, who you currently are and who you want to be. When a rebrand occurs, sometimes you won’t be ready for it. Heck, you might downright be afraid of it and not willing to embrace it, but something brought you to this point to make you realize that maybe, just maybe, this is necessary.

    For me, rebranding is an interesting process. It’s definitely not easy, but it most definitely is fun and a great challenge. You get to tap into creativity and strategy all the while positioning a brand so that it speaks to its past (if it’s worthy of being spoken to), its present and its future. Who doesn’t want a brand that can stand the test of time?

    When starting on the path of a rebrand, make sure to keep the following in mind:

    1. Position is key.

    The first step in the rebranding process is positioning. Positioning aids in identifying an appropriate market niche for your brand and being known for that. Positioning will lead you to create your “brand positioning statement” which is an expression of how your brand fills a particular consumer’s needs and desires. With a brand positioning statement you are telling consumers how to think of you in terms of what category you are in.

    2. Who’s your target?

    Your positioning will lead you to identifying your target audience. This target audience should encompass your primary and secondary decision-making customers (and influencers) to whom you are trying to sell. Who do you want to sell to and why?

    3. It’s key to have keywords in play.

    Make a list of words that describe your business and focus on expressing your brand to your target audiences. These words aid in influencing consumers and should be used consistently in training and in internal/external marketing. Keywords keep your brand focused on its identity and maintain that identity in consumer’s minds.

    4. It’s all about the experience.

    A brand experience statement defines the overall feeling and ideal experience that you want a customer to have when encountering your brand. This statement helps influence the consumer experience and set expectations for how their interaction with your brand will go. Note that planning is only part of this process; it’s up to you and your employees to deliver on that brand experience statement.


    Lassie (a 76 year-old brand – 532 in dog years) is a great example of a rebrand initiative that is taking place utilizing some of the steps above. Dreamworks decided that instead of reviving Lassie with a movie or TV show, they would instead rebrand her as a merchandising star and market her to adults as a “national treasure.” As soon as early 2015, you’ll see a large rush of products that all showcase Lassie’s good looks and sweet mane. This is proof that you can teach an old dog new tricks and rebranding can occur at any point in a brand’s life cycle.

    Remember, a rebrand signifies change – not only in the look, but also the attitude which is the heart and soul of the brand. So before you can move on with a new look, you must lock down the attitude.

    Happy rebranding!


  10. Focus Your Digital Marketing: From Chaos to Order

    Nearly every day a new app, social network, or technology appears promising to make your job easier and kick your next campaign in to high gear. Thanks to the real-time component of social media, marketers can invest a lot of time and energy in the things that will impress and connect with customers online.

    The function of marketing has evolved significantly as there’s been an explosion new channels – both online and offline – including web, email, social, video, e-commerce, and mobile devices. We build community engagement initiatives, develop content around the objectives of of education and awareness, and hope that we can establish early connections with customers online with the end goal of earning their trust and interest. 

    While new and emerging tools allow us to get closer to our prospects, customers, and fans, the integration of all these digital marketing disciplines can often lead to chaos.

    As our world of marketing has become much more complex, the objectives have ultimately stayed the same and are the connective tissue that brings these tools together into one cohesive strategy.

    Digital Chaos to Order


    New technology and social marketing present an overwhelming array of options to marketers, who have become disillusioned by the allure of “the next big thing” and the endless array of possibilities. So often we take the view that doing something is at least better than doing nothing–How many times have you heard, “Let’s create an app” without first asking why?

    Specific short and long-term goals are essential to creating your marketing strategy.  Any exercise in marketing planning should begin by exploring your expectations of the plan itself. And it doesn’t have to be complicated! Established goals should center on how well the technology aids brand engagement, and whether it helps users consume your content and products.

    Metrics and ROI

    Of course we want to reach the right audience with the right message to drive a conversion, but too often, we waste valuable resources evaluating every metric we have access to, rather than focusing on the metrics that really matter to our campaign.

    Marketo offers this advice: “To streamline your next campaign, make a list of everything you want to measure. How many items are on your list? 20? 30? More? Look at each metric, and ask yourself: ‘What decision would I make differently if I knew this number?’ If you can‘t come up with a clear answer, it’s not a good metric.”

    Solid marketing metrics should make your decisions significantly easier.  Data is everywhere (and very “big” these days), so we need to become increasingly savvy about the best ways to leverage it. Marketing in the digital world is still all about results.

    Stop Doing What Isn’t Working

    As famed author Mark Twain once said, “If you always do what you’ve always done, you’ll always get what you’ve always gotten.” Stop doing what isn't working

    Sometimes a campaign won’t produce the results you were hoping to see.  The trick is learning to identify when these situations just need a few small tweaks to realign with your goals and when the campaign is going to fail, no matter how much tweaking you do. A willingness to risk failure also requires the confidence and resolve to cut and run.

    While this might be a sore topic for your team’s next planning meeting, you must stop doing things that don’t work.

    There can be lots of reasons why something fails, but resources are finite and the correct distribution of resources to achieve the maximum results is what separates mindless execution from strategic marketing.

    Whether you’re brand new to social marketing and technology or a seasoned digital marketing manager, the integration of all these marketing disciplines can often lead to chaos.  If you find yourself lost in the explosion of new marketing tools, don’t forget the bottom line: Why are you marketing in the first place?