You hear a lot about analytics these days: how brands need to use “the numbers” to create content and advertising campaigns.

It’s supposed to make you more efficient: analytics tell you what worked and what didn’t so you can create more of what worked.

Sounds logical– what’s not to like?

I’m not going to argue against analytics. It’s useful to know what’s resonating with your target audience. You’d be foolish to ignore that information.

But numbers aren’t the whole story. If you follow them slavishly, you’ll limit yourself to what’s worked before. You’ll shy away from breaking new ground.

Without consciously thinking about it, you’ll be more averse to risk, more apt to play it safe– and that’s the biggest risk of all for a brand.

Ogilvy UK’s Rory Sutherland writes that data doesn’t always reveal the truth.

What looked like gender bias in admissions at UC Berkeley, wasn’t. … Read more

Disrupting Disruption

Today I want to talk about a great marketing system can overcome disruption in business. Now, I don’t know about you, but I’ve seen a lot of disruption over the last handful of years. I was in a networking meeting this morning with a handful of people. And one person said, “I really do need to market more, but I’m too busy. What I really need is to just find some leads.”

Many businesses, when they get disrupted immediately say, we need more leads. We need to create more sales. Well, there’s a big difference between leads and sales. So let me explain.

Buying or Earning Leads

There are two different ways to find leads. A lead is obviously something that could lead to a sale. You can buy leads or you can earn leads. Now I belong to a group, a networking group, and it was a … Read more

Brand is the perception of your company in the eyes of the world. It’s shorthand for who and what you are.

Getting branding right gives people a reason to love you, which they’ll reward with loyalty. Getting it wrong, however, can create an impression you may never be able to change.

In this article, you’ll learn what’s required to create a branding campaign that strikes the right chord. We’ll look at the importance of strategy and cover the key ingredients a campaign needs to increase brand awareness. We’ll also give you creative fuel by breaking down how Lemonade has used branding to disrupt the market.

Branding strategy is more than a series of gimmicks

When we start in business one of the first things we’re encouraged to do is nail the branding: come up with a memorable brand name, a good logo, and a striking visual brand identity. … Read more

I’m sure we have all seen companies updating their company logo to support different causes- whether it be for Pride Month or Black Lives Matter. But is this really the future of diversity and inclusion marketing though? It can’t be.

The facts:

  • Diversity marketing tactics can come in the form of educational resources, videos, policy hubs, and more.
  • Search interest surrounding Diversity & Inclusion topics is increasing YoY at a steady incline (Source: SEMRush)
  • Inclusivity marketing is multifaceted and evolving. By truly listening to what your audience is asking about, you can begin to glean what resonates with them and what resources you should build-out.
  • People are interested in how your company navigates sensitive subjects, so providing additional resources is critical to a holistic marketing strategy.

In the past couple of years, online social engagement and activism have been at an all-time high. With this onset of important causes, companies … Read more

Whether it’s your homepage copy, your Facebook ads, or the CTA in your latest ebook, anytime you communicate with people through words, you have an opportunity to make an impact through your marketing messaging. The stronger, more consistent your messaging, the more people are compelled to learn more, click around, sign up, download, etc.

Unfortunately, many brands either miss the mark or don’t make the impact they should. Whether their messaging is too inconsistent or too generic, it’s a lost opportunity. We hate to see bad messaging happen to good brands, so today we’re sharing our best tips to craft messaging that really converts.

How to Write Better Marketing Messaging

Strong marketing messaging is about communicating who you are and what you offer in a way that resonates with the people you’re trying to reach. Here’s how to make your messaging stick—no matter your industry.

1) Know who you’re talking

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