Customer references have always been key ingredient in successful selling and marketing. Nothing differentiates you from the competition as effectively as strong customer references, and nothing but first-hand experience provides better evidence of your claims about what your company delivers.
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Customer case stories are a powerful way to communicate the value of a company, product, or service. Nobody speaks more loudly for you than your customers. But if that’s the case, why do so many customer success stories and case studies fall short?
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The Second Life tidal wave has finally crossed the Atlantic and is leaping on European shores. By and large, communication professionals are perplexed about whether they should surf the hype or not.
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Brands that deliver general interest newsletters filled with tips, tools, and advice—but not unique brand-differentiating content—should rethink their approach. Read the rest of this entry »
Since the last draftee reported for duty in December 1972, Uncle Sam has had to hustle to staff an all-volunteer armed force. In the case of the U.S. Army, that meant recruiting 80,000 new soldiers every year—essentially replacing more than the entire workforce of BellSouth every 12 months.
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I hesitate to single out a handful of “must-have” words for your Web site. It brings to mind the overblown promises of “power words” and the like. “Power words” strike me as being about as useful as “power naps” and “power lunches.” Heavy on hype and light on content. Read the rest of this entry »
Anything you can do in the real world (RW) you can do in virtual worlds (VWs), only more. Numerous separate and independent VWs exist where consumer and business-to-business marketing opportunities lie dormant and underdeveloped. But marketers can now establish a dynamic presence in VWs that can position them for the new and future internet (Web 2.0 and beyond) made up of parallel and eventually integrated social networks and virtual worlds.
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Changes in the way customers buy technology are stressing existing vendor channel and partner organizations, processes, and capabilities. As a result, companies need to rethink the ways they allocate their channel marketing resources and how they use marketing infrastructure to scale their channel operations, particularly as they target the SMB market. Read the rest of this entry »
Attrition, arguably, is a somewhat nascent issue. But it is one that should be addressed.
Whether your company has an ongoing customer relationship, such as a bank or magazine publisher does, or your sales effort is based on single-unit sales and repeat purchasers, attrition affects us all. Read the rest of this entry »
How do you know if your site is search-engine friendly?
1. How do you know if your site is search-engine friendly?
If (1) all pages of your site are indexed by the search engine, (2) each page has a unique title and keyword focus, and (3) your site doesn’t use frames or Flash, then you’re probably on the right track. Read the rest of this entry »
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