What do potential customers think about, what do they feel, what do they experience when they come across your brand? Whether it’s their first impression or a return visit, their takeaway is always a narrative – something that happened, a story.
As your content coach, I promise you this: You will create and publish high-quality content that furthers your brand and business goals, according to plan, on spec and on time, every time.
In the 2012 movie ‘Flight’, pilot Whip Whitaker, played by Denzel Washington, saves a flight from crashing by turning it upside-down. “We’re gonna roll it, okay?” he says. That’s what I intend to do in this article.
The other day, as I was helping a customer to (1) plan, (2) build and (3) run her digital marketing & sales machine, she cut me short and asked: “So, Jos, can you send me an example of a landing page, so I can start tweaking it?” That's how I came up with the idea of the Landing Page Landing Page. I'll explain to you the purpose of a landing page, how to create one, and I'll show you my example in action.
Holland is the 4th largest trade partner for Finland and the 3rd most significant destination for Finnish exports. The Dutch market is also considered a natural step for many Finnish businesses on their way to enter larger, surrounding European markets. I am thrilled to contribute to the ‘Software from Finland to European markets’ programme as a coach in the areas of content excellence, inbound/allbound marketing, and internationalisation.
How does a brand acquire an audience? Not just by fulfilling a need. Not even just because people fall in love with the product. A loyal audience, the first 1000 fans, fall in love with the company because of the people behind it. Because of the human story: their genius, their passion, their care, their courage, their integrity, intellectual honesty, their journey. But also: their flaws and failures.
Many companies have a great opportunity to grow their business with a more integrated marketing & sales programme, whereby salespeople benefit from the intelligence that marketing gathers about leads, and marketing benefits from the intelligence that salespeople feed back from their conversations with customers and prospects.
When salespeople start feeding back the intelligence they gather while talking with prospects and customers so that the marketing team can create more valuable content and more meaningful online interactions, those salespeople become important contributors to the marketing effort.
In order to discover and formulate a focus and a strategy, businesses should identify (1) what their people (would) most love doing, (2) what they are – or could become – better at than anyone else, and (3) where market demand for their output is – and will be – the greatest. So, next time you iterate on the direction, positioning and focus of your business or brand, I suggest you take a good look at what your people love and could excel at.
The buying process is changing so radically that the selling process has to evolve with it. Service design has to be tuned to the digital market place. Efficiencies of scale change pricing structures and give birth to entirely new categories. So, how could this not touch the C-suite?