The Future of Marketing

Newt Barrett

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Top Stories by Newt Barrett

Of course you need a website.  But, you need a lot more to succeed. Your website is a primary location for product and service information for which your customers are searching.  Moreover, it should follow the content marketing mandate of customer centricity.  That is, your website must reflect an understanding of what’s most important to your customers in the way that you present content about who you are, what you sell, and why your visitors should care.  But, that’s still just the essential foundation. An effective website is necessary but not sufficient as an online marketing strategy.  Patsi Krakoff makes this very clear in her insightful post, Why Your Website Is Not Enough (…and never will be, sorry) Patsi sets a pretty high bar for your social media involvement, especially if you are a small independent professional services provider. But, if you’re skepti... (more)

Eight Great Content Marketing Takeaways from 2009 Custom Content Conference

Marketing experts shared invaluable insights about how to market in turbulent times through the effective use of content online, in print, and in person. Custom publishing has gone from being an ancillary, add on component of marketing strategies to becoming a vital ingredient.  Why?  Because content marketing is so important to an increasing number of marketers and companies of all sizes. Therefore, creating custom content is no longer a nice to-do, if you have the money.  Rather, it has become an absolute must-do as part of an integrated content marketing strategy. The strategic... (more)

Five Guys Burgers and Fries Really Understand in Person Content Marketing

How They Use Secret Shoppers to Catch Their Team Members Doing the Right Thing If you are looking for great basic meat and potatoes cooking in a casual atmosphere, you can’t do much better than Five Guys Burgers and Fries. While working on a client project, I had the opportunity to learn about the way they operate their restaurants–and how they think about their customers and their employees.  The company launched with a single restaurant in the Washington, DC area in the 1980s and expanded conservatively through the use of 100% company owned outlets until very recently.  The fa... (more)

Why Your Blog Beats Your Website to Your Prospects

Influence them with information well before they are ready to buy from you. I have written before about the many differences between a traditional website and a blog. Your website typically provides timeless information, while your blog provides timely information. Moreover your blog becomes more important as you keep adding more and more content that is relevant to your prospective customers. But a case study about a consulting company, De Novo Strategy, from Bernie Borges’ new book, Marketing 2.0, suggested a new nuanced but critical reason for the power of a business blog.  It... (more)

Take Your Elevator Speech to a Higher Level

CRM on Ulitzer I was inspired again by Jay Baer’s August 12 post about elevator speeches in which he asserted that the typical elevator speech is too long for today’s attention span. As he put it, "Understand that the Elevator Pitch is Dead. You remember the elevator pitch. The notion that you should be able to describe what your company does in the length of time consumed by the average elevator ride. I’m here to tell you, that’s way too long these days. Elevator rides seem interminable." I am in absolute agreement that brevity is essential. But, brevity is just the beginning... (more)