Marketing Must Be Remarkable

This week I was searching online for some inspiration and was lucky enough to find it.  As is usually the case, I found more than enough to get me thinking about today's post:  Social Media, SEO, Search Marketing, YouTube... I mean, where should I begin?  The good news is that I found the inspiration I was looking for.



One of the biggest challenges we all face as marketers, online and offline, is cutting through clutter.  This has always been a challenge but has grown increasingly complex with the addition of social media and portable devices.  I don't know about you but I'm pretty much addicted to my gadgets.  I always feel the need to be plugged in and I know that I'm not alone.



Cutting Through the Clutter

Okay, so back to my online search for inspiration.  I came across a video of a well known marketer (name omitted on purpose) who had a great solution for cutting through the many messages that our target segments hear on a daily basis.  I was amazed at how simple the solution truly is to this growing issue. 



To reach your target audience and stand above all the "noise", you need to do one thing, be REMARKABLE.  That's right, be remarkable, stand out from the crowd by being different.  Think about the brands that capture your attention.  One of the reasons that Starbucks has such a strong brand is because it charges almost four bucks for a cup of coffee.  Some of the "marketing gurus" will disagree and say that Starbucks can charge that amount of money because of other factors (quality, store experience, etc.) but the reality is that Starbucks does it differently.  

Another great example is the Mini-Cooper.  When you look at the car, it's different, unlike virtually anything else on the road.  The lesson is clear, to cut through clutter you must be different, you must stand out from the crowd.  Me too brands and me too marketing won't get the job done in today's market where we must compete for just a few moments of someones attention.  



Mee Too Marketing

How can you make your marketing different?  Remarkable?  It all begins with a big idea and some original promotions. Once you pick a theme for your campaign, a big idea - something outside the box, you can use different media to communicate your message over and over again.



Whenever rolling out a new promotion it's always a good idea to test your campaign with a small portion of your target audience before you make any significant investment.  Once you work out the bugs, go big!  And think remarkable.  Even if you're hanging on to the traditional letter, stick something in the envelope:  a pen, a cube, a button.  How often do you get an envelope with a bulge in it?  See my point?



The last thing I want to mention is that you should start paying attention to other promotions, products, and experiences, that you notice - that capture you.  Notice what they all have in common and think of ways that you can differentiate your marketing, your products, and your campaigns to get people to stop and take notice.  It's my belief that what you pay attention to are the things that are different and unique!

For more free marketing advice, visit the marketing experts at http://www.MarketingScoop.com.

Marketing Magazines: A New Approach

Not too long ago I was approached by a publisher who aggregates and sells subscriptions to Marketing Magazines for a partnership opportunity.  As the owner of MarketingScoop.com, I get approached by dozens of vendors on a weekly basis to showcase and promote their products.  And truthfully my process of evaluation, should I work with them or not, is rather simple.  

If I don't use the product, have never bought from the company, or wouldn't purchase the product for personal or professional use, I simply move on.  Of course the next step is to discuss terms, business philosophy, and so on, but you have to start from a good place.  I think this is one of the reasons why the site has become so popular over the last few years - readers see through the promotion and see that I provide real value.

Marketing Magazines?

Okay, so what's the deal with marketing magazines and why is this the topic of today's post?  The reason I chose this vendor to showcase is because I liked their approach to marketing so much, that I actually partnered with them via MarketingScoop to feature their marketing magazines.  Not only do they provide a comprehensive offering, but they have enhanced their business model to offer a number of cost-free magazines and marketing white papers to prospective customers.

For example, check out the following offer for a free report from IBM on "11 Key Marketing Trends for 2011".  By giving away valuable information, TradePub builds long term relationships and delivers for customers. This is a great marketing tactic and one that earns Kudos in my book:

  

Receive Your Complimentary Survey Report NOW! "11 Key Marketing Trends for 2011" See how marketers are looking for ways to turn more marketing possibilities into better marketing results. “More” is certainly the key word for our times. But, as the results of IBM's annual survey of marketers reveal, the proliferation of marketing channels and the concomitant explosion of data pose a wealth of challenges for marketers in 2011. Offered Free by: IBM Corporation Other Resources from: IBM Corporation

Attract Customers With Free Offers

This is a great example of a great way to attract new customers.  Not with some useless gimmick, but to actually provide something of value.  In exchange, people are often willing to give you something in return.  This may be their name and/or permission to market to them.



You can do this with more than informational products.  Think of the ice cream store that offers a free sample or the software solution that gives you a 30-day free trial.  What can you offer to attract customers to your business?  Maybe its a portion of the service you offer for no cost or a reduced fee.  Or, it could be access to information that you possess based on your years of experience or expertise.



Regardless of what it is you have to offer, focus on providing something of true value.  As I mentioned before, consumers are not easily fooled.  Additionally, word will spread quickly in either direction.  If your offer is good, people will share it on Facebook, Twitter, and Google+.  This is also true of a bad user experience or an offer that doesn't live up to its claims.



Move From Idea to Practice

As a take-a-way from today's post, consider what you will be offering in exchange for customer information in the form of a newsletter sign-up or registration.  If it's something you already have available, how will you host and deliver it?  Do some research online to find the best way to package and distribute your offer.  The goal is to ask for something in exchange, even if it's just an email.



As always, once you launch a campaign, be sure to measure the outcome.  You may also want to test different offers.  Basic A/B split tests or running campaigns one week at a time, and comparing the results, is essential for improving campaign effectiveness.

For more free marketing advice, visit the marketing experts at http://www.MarketingScoop.com.

Marketing Jobs: Can I Get Me Some?

This morning I received an email from Tim Ferris.  Well, not directly from Tim but from his blog.  I recommend following him if you're looking for some really great business and marketing insights.  Tim has written a number of top selling books, launched dozens of businesses, and continues to be an innovator in the Internet marketing space.  Although his blog post was really about generating ideas for starting a web-based business, it took me in a completely different direction.

Two of the resources that Tim mentions in his post were Google Trends and Google Insights.  What blew my mind was that after I entered "marketing" into the Insights tool to see what people have been searching on over the last year, the number one result was marketing jobs.  If you use the tool, be sure to page down to see the most popular terms.

At first it surprised me to see this result, but then I realized just how important marketing has become to any business, especially companies doing business online.  Add the ailing economy to the mix and you can see why people are searching for marketing jobs in large numbers.  When I look at Google Trends, it appears that people have been searching consistently over the last year for "marketing jobs".  I guess this means that there is, and always will be, a need for marketing professionals.

Keep in mind however that the skills required to effectively market your business, or someone else's, are continually changing and evolving.  Another piece of information that I found interesting were the emerging trends.  This is true validation of what marketers are interested in (things like Facebook marketing for example) and and indication of where you should be spending your time learning and expanding your skillset.  Consider using Google Insights to gain a true understanding of emerging trends and actual behavior.

Back to Marketing Jobs

You may be new to marketing or a marketing veteran and thinking about your next move.  If you're ready for a new marketing job, I recommend the following three resources for starting your search and finding the job that's right for you.

1.  The Ladders.  The Ladders job board now has a board that specifically caters to marketing professionals.  The Marketing Ladders offers top quality jobs in your target area.

2.  Linked In.  The way to get a new job in today's market isn't through a traditional job board.  Your best bet is networking.  In addition to getting acquainted with other marketing professionals or joining a marketing related group on LinkedIn, I recommend  expanding your network to include people from your target companies.  Do the research, find companies you'd like to work for, and start building connections.

3.  Marketing Websites and Forums. You'd be amazed at what's available via niche specific websites.  The goal is to connect with other marketers and people who are connected in the marketing space.  Start a conversation, engage in the community, and opportunities will arise. If your looking for a marketing job then search Google for terms like 'marketing forum', 'internet marketing forum', etc.

Marketing jobs are clearly on everyone's mind.  Google trends, Google Insights, and other online resources confirm this.  If you are one of the thousands of professional marketers searching the web for a new marketing related position, then use the resources noted above to find the job that's right for you. 

If you have addition marketing related resources you can share, please do so by leaving a comment.

For more free marketing advice, visit the marketing experts at http://www.MarketingScoop.com.