Marketing & Advertising
Ideas for connecting campaigns, channels and content with the customer’s next step and your business priorities.
An advertising pixel is a clue, not a performance result
A list of companies associated with a new advertising platform can make a market look settled very quickly. Before following it, check exactly what the analysis observed. Match the evidence to the question A technical signal can help identify companies worth...
Your best article idea might already be in your sent folder
What did you explain to a prospect this week? Perhaps why a project needs a discovery stage. Perhaps why two apparently similar services have different scopes. Perhaps what a customer needs to prepare before work can begin. Those questions are useful editorial...
Before adding another channel, give it a job
“We should be on that platform” is a starting point for a discussion. It is not a channel strategy. A channel needs a role in the customer journey. Perhaps it introduces the business to a relevant audience, explains a complex service, captures existing demand or keeps...
Plan your marketing around decisions, not just visits
A declining traffic chart can create pressure to buy more visits immediately. Before deciding, ask what changed: discovery, measurement, the quality of visitors or the way customers reach a decision. Separate three different jobs Discovery introduces the business....