Your Marketing and Design Reading for The Weekend
Back to Basics: Defining Your SEO Strategy
This was a good reminder to stay focused on why your company exists so you can set website goals, develop your SEO strategy, connect with new customers, nurture loyalty and retention, attract and acquire talent, build industry credibility and demonstrate the values of the business. We're going through this process right now as Affinity Express refines our positioning and messaging.
When I was asked by the team what are the next steps, I explained we need to answer some key questions about who we are speaking to, how we describe what we do and which differentiators we want to stress. It seems very simple the way Outspoken Media frames it out. Of course, it really involves making some brutal choices and living with them. However, the alternative of being all things to all people and trying to prove it is overwhelming and ineffective in most cases.
Marketing Hall of Shame: HubSpot's Worst Marketing Mistakes, Revisited
How cool of HubSpot to share some of their worst marketing mistakes! I'm just not that evolved. Nevertheless, Unmana would tell you that I have been guilty of publishing a blog post on the wrong day. Tinna might say that I'm dangerous around distribution lists. Not that I'm admitting to anything, but I enjoyed reading about blog, email, sales, website, webinar, social media and other problems that people have been committed because the article didn't include me. Plus, it reminds us all that this kind of stuff happens.
If you worry about it, you won't strive hard and dream big with your marketing. I'm not saying you shouldn't test, plan for issues and check your work thoroughly. But I think you should spend more time on creativity and meeting goals than on covering your back.