online marketing strategics

Marketing is strategic. To succeed, you need highly focused goals. You need a framework for a scalable, replicable framework. It doesn’t matter whether you’re a beginner or an advanced marketer — this fact will always hold true. If you run without direction, you’ll end up wasting two of your company’s most valuable assets: time and money.
The first step of successful online marketing is an understanding of your company’s exact needs and goals. You need relentless self-discipline. And laser focus.
This chapter is going to take a drastically different approach from most marketing guides that you’ll read. We’re going to start backwards, with the lessons that most experienced marketers take years to learn. We believe that this approach is the best way to:
(1) move your organization forward while
(2) saving time and
(3) saving money.
Here’s what you need to know, before you even think about running your first online marketing campaign. This chapter will put you light-years ahead of the crowd.

Average marketers think in campaigns. They work all week, push out a campaign, then start again from scratch next week. That will only take you so far. To get to the next level, you need to start thinking in systems and build a marketing machine. This is the only way to 10x your growth and then 10x it again.

Marketing Starts with Your Customers

Every marketing strategy should start with your customer base. Who are the people using your product? What do these individuals value, what do they feel, what products are they currently using, and what will it take to sign them on as paying customers?
Before jumping into your online marketing strategy, have a conversation with your existing customers.
How did they find out about your product or service? What was the process that transformed them from interested prospects into paying customers? What do your customers value or care about?
Chances are that the answers to these questions have little to do with whether your customers found your company online or in-person. What you’ll likely hear and find most compelling are stories about how your business solved some of your customers’ most pressing problems.
Marketing is about human-to-human relationships and can happen through any online or offline medium. At the end of the day, your customers probably won’t remember whether they found your company through a click on a Facebook ad or through a referral from a friend.
How have you found some of your favorite companies, products, and services?

Develop Your Customer Personas

There is no such thing as a one-size-fits-all customer. Your buyers are highly diverse and will demonstrate their own unique preferences, personality traits, and needs. Your online marketing initiatives need to reach each and every one of these customer segments.
The first step to any marketing strategy is to establish your customer personas.
These are the behavioral, demographic, and psychological characteristics of your buyers. A quick way to get started is to complete the following worksheet.

Know Your Buyers’ Paths to Sales

Knowing your customers is not enough. You also need a thorough understanding of how their values, behavioral characteristics, traits, and personality traits translate into sales with your company. A key place to start is with your organization’s sales team. Even if you do not yet have a marketing strategy in place, you can start to identify areas where connection-building efforts are already strong. Here are some key questions to address:

1.    What are the most common ways that prospects find out about your company?

Word of mouth? Referrals?

Choose marketing initiatives that amplify what’s already working. If you’re noticing significant growth due to personal or professional references, you may decide to implement a formalized referral program to incentivize more opportunities for connections.

2.  What are some of the initial questions they’re asking?

Incorporate answers to these questions into your company’s marketing messages, sales pitches, and value propositions up-front. Anticipate what your prospects want to know. This strategy will help you build a strong, mutual connection.

3.  What is the typical decision-making process for buying? What kinds of follow-up questions are they asking, and what types of stakeholders are involved with conversations about your brand?

Expect this process to happen incrementally, over some period time. Your marketing materials should guide your prospects through each stage.

4.  How long does the overall process last? About how much time does each stage take?

Every marketing initiative should be measurable to assess ROI. You need to make this judgment call at just the right time. If you measure too early, you may not have enough data to truly understand the success of your initiative. If you measure too late, your organization may lose money due to a delay in responding quickly enough. The best approach is to be realistic about your timing. That way, you won’t risk making decisions too late or too soon.

5.  What are common reasons why sales don’t happen? Cost? Lack of fit between your product or service and your prospects’ needs?

Customer drop-off can happen at every stage of the buying process. By addressing these problem areas, your company will be well-positioned to keep prospects engaged longer.

Evaluate Your Company’s
Conversion Funnel

The conversion funnel is one of the most important concepts in online marketing. It is, in a nutshell, a diagram that paves your buyers’ paths to sales. This concept is so important that even though we’re introducing it now, we’ll be devoting an entire chapter to it (chapter 5) later on.
Keep in mind that conversion funnels vary between organizations and user segments. Your business will likely have more than one.

This tool will help you visualize and understand user behavior at every stage of your marketing. A portion of your website visitors will continue on to reach your final marketing goal. An even bigger portion won’t.

Drop-off at every stage of the funnel is normal. The key is to understand why drop-off happens and to minimize it.

So get together with your sales team, and go back to the drawing board (literally). Conversion funnel diagrams are invaluable tools for piecing together a comprehensive view of your prospects’ psychology and path to sales.

Whatever you do, don’t copy other companies’ diagrams. Your conversion funnel should be something unique to your company that your marketing leads develop in tandem with your sales team — if you’re a business owner or entrepreneur, you’re going to need to wear both hats.

One word of caution is to be connections-minded. Whatever you do, don’t get bogged down by anatomical details. The conversion funnel describes a process, but more importantly, it’s a lens into the human-to-human relationships that your company is building with your prospects. No matter what you read or what advice you hear, remember that you are always, absolutely, and undoubtedly talking about people.
Conversion funnels are just as much about emotions as they are about logical decisions. Make sure that you evaluate, analyze, and pay close attention to both.

Know Where Online Marketing Fits In

Companies leverage online marketing to accomplish the following types of goals:

1.     Build brand awareness about products, features, or services

2.   Engage prospects at both ends of the interest spectrum – when they’re most intrigued and when they’ve gone cold.

3.   Grow business with existing customers and clients.

All three of these aims funnel into the end goal of customer acquisition and growing revenue.

Know Your Marketing
Framework

Shooting darts in the dark is not a marketing strategy.

In the last chapter, we introduced you to the most important rule in marketing. Know your customers. Who are they? What do they value most? What inspires them? What brought them to your brand? The list of questions goes on.
Take off your marketer-goggles, and start perceiving the world through your most important stakeholder. Your buyer. That means listening more than talking — learning more than teaching or marketing.
It’s this vision that drives the web’s most successful marketing campaigns.
And after reading the last chapter, you’re more than convinced. You’ve deployed customer surveys and hopped on the phone with your most engaged buyers. You’ve written the most in-depth user personas on the planet.
What comes next?
Now, you need to build a scalable, sustainable marketing engine. Think about it:

• You wouldn’t build a house without a blueprint.
• You wouldn’t start a business without a business plan.
• You wouldn’t take a road trip without your navigation system.
• You wouldn’t build an online app without wireframing the UX.
• And you wouldn’t spend six figures on a house without knowing what you’re buying.

Why should your marketing plan be any different?
Whether you’re spending $100 on Facebook ads or $100K on customer education videos, you need a carefully planned strategy. Trust what we say when we tell you that spray and pray is not an effective approach to marketing. Every marketing plan needs to start with the results that you want to achieve. ROI is not a guessing game.

Ignore the Stereotypes, Think Like a CEO,
and Trust the Numbers You See

Marketing suffers from a pretty big problem — cost. More often than not, C-suites are risk averse to spending money on new initiatives with tough-to-quantify returns. CEOs and CFOs perceive limited value in the ‘money sink that is marketing. Customer acquisition? Well that’s a crapshoot. How is it possible to find out whether your campaign generated any sales?
Here’s the thing. Online marketing is profit-driven. It’s not an investment, and it’s not an expense. When executed correctly, it works. We know it works because it’s possible to track anything and everything, all the way down to the source of the click that generated the sale. With the right tools and a little bit of creativity, you can prove the value of your marketing. Web analytics are just that robust.
Marketing should command the same amount attention and respect as any high-value business function. You just need to structure your programs around the goals that CEOs and CFO care about most — profits and revenue. As your company’s marketing team lead, the ball is in your court to communicate the value of the results that you’re generating.
The thing about executives is that they don’t care how much web traffic you’re driving. They care about the sales and new business that resulted from your marketing spend. That’s it. If you focus on reporting click data, social media shares, and email open-rates, you’ll have trouble inspiring buy-in from your executive team.
So here what you need to do:
Build a strategy that positions your marketing initiatives as an ROI generating, critical business function.
The problem is, marketers struggle to make this mission-critical connection. Take what marketing leader Andeas Ramos says about content marketing, a technique that we’ll review in chapter 7.

So far, I have not found a single case study that shows content marketing is successful. I’ve searched the web; I’ve looked at dozens of “leading websites”; I’ve talked to many people, incl. heads of agencies and published authors. None of them have been able to give me an example of a content marketing campaign that showed it was financially success, i.e., profitable. Not one.

He summarizes the steps that a meaningful content marketing study should include. Even though he’s talking specifically about content marketing, we feel that his tips are channel agnostic and can help boost the success of any type of online marketing. Here’s what you do to prove your marketing program’s ROI:

1.     State the campaign costs

2.   State the revenues that resulted directly from the campaign

3.   Describe the tracking process

4.   State the number of leads and sales generated from the marketing initiative

5.    State the maximum profitable cost-per-lead (maxCPL) or cost per acquisition (maxCPA)

6.   Use statistically meaningful numbers — small sample sizes generate misleading analyses

7.    Establish a control group to benchmark the success of your campaigns

Spaner’s team deployed an email marketing program. Whenever a magnet tool was downloaded, an e-mail series on that topic was automatically deployed on a pre-determined schedule.
Here was the outcome of his marketing initiatives:

But let’s not get ahead of ourselves. If you’re reading this guide, you may be running a marketing campaign for the very first time. You don’t even have a strategic plan, let alone results that you’re ready to report.
The reason why we’ve walked you through this methodology and example marketing campaign is because we want you to have a full, 360-degree view of what to expect from your marketing strategy. We want you to fully understand the types of results you should expect to see from your investment, so we won’t be shy about throwing information your way.
We want to teach you how to start with your big vision and work backwards to deploy the right initiatives. Keep reading to learn how.

Step 1: Understand the Value of Timing

Marketing success comes from reaching the right customers at just the right time in their decision-making process.
Put yourself in place of a customer, and think about the last time you shopped with your favorite online store.
Imagine that you’re shopping for an upcoming vacation. Weeks ahead of schedule, you have plenty of time to make a decision about what you need, but you still see some items that you like.
Within 24 hours, you begin seeing ads for those exact items in your Facebook feed.
It’s game on. You’re ready to buy.
To a casual observer, these promotional efforts seem like convenient coincidences. The reality is the polar opposite.
On the other side of the computer screen is a marketer who is carefully analyzing and responding to your behavior patterns. And it’s not just one marketer. They’ve built entire enterprise systems around the goal of moving customers through the purchase funnel.

The idea is simple: figure how to promote the right products and brands to the right customers, maximizing revenue in the process. That’s not a simple problem when you’ve got a busy website along with 225 stores doing about $10B in sales annually

Whether you’re working for an enterprise brand or running a small business, you need to remember one key lesson — that timing is absolutely everything.

Banner advertisements perform better when shown to audiences who’ve already expressed interest in buying your product.

Coupon codes are most relevant to customers who are interested in shopping with your brand but reluctant (for some reason or another) to pull the trigger on the purchase.

• 
  

Email marketing campaigns are most compelling for customers who’ve subscribed to your product or brand.

When strategizing your timing, you need to think beyond basic metrics like time on site, time of day, day of week, or month of year. What you need to do is sync the timing of your marketing campaigns to your buyers’ perspectives and psychology.
That level of analysis will help your team deliver the right marketing message at just the right time.
Our recommendation is to study your favorite brands across the various marketing channels that they’re leveraging to connect with you. Before you keep reading this guide, try to answer the following question:
How are these marketing programs fitting together to effectively reach you and fellow prospective buyers?
We want you to answer that question before your keep reading this guide. Consider this to be your last exercise from the perspective of a consumer.

Step 2: Establish
Your Core Marketing Goals

Every marketing program needs a carefully defined set of goals. Otherwise, you’re basically throwing arrows in the dark.
Without clear goals, marketing campaigns have the potential to be dangerous for your business.
If you’re not sure about what you want to achieve with your marketing, you risk wasting time and money — both of which are incredibly scarce resources for your organization.
So what are the types of goals that your business needs to achieve?
You need to focus on objectives that translate directly into ROI for your business.
For example, you may set a goal to acquire new users. Why? Because your business needs paying customers to remain sustainable and grow.
Another goal you might set is to boost shares and follows on Facebook. Why? Because social media engagement generates exposure for your brand. That’s why TOFU Marketing runs facebook ads. To build awareness and interest around its brand.

How do social media shares translate into direct revenue for your business’s sales pipeline? Well, it’s free marketing. And presumably, if you connect with the right audiences, exposure boosts the likelihood of bringing in more leads. Branding has a very clear place at the top of the sales funnel (a concept we’ll address in the next chapter!). To build a customer base, you need visibility around your products and services.
Let’s take a step away from social media. We’ll get to a more in-depth conversation in later chapters and don’t want to get too ahead of ourselves now.
Goals should be custom-tailored to your business’s revenue objectives. There is no such thing as one-size-fits all approach to determining marketing ROI. You need to really dig deep to understand what objectives your executive team cares about most. Revenue and sales. Your goals can be as straightforward as lead generation, a key framework for moving prospects down the sales pipeline.
Here is an example from NewsCred, a company that helps organizations license content from premium publishers. The company has published an informative homepage to educate audiences about its product. At the bottom of the page is a call-to-action to encourage interested prospects to request more details. This is the absolute first step required to convert interested audiences into paying customers
For CrazyEgg, a core goal of the company blog is to drive free-trial sign-ups. This banner follows users as they scroll through blog content:

In the last chapter, we drove the point home that customers are the lifeblood of your marketing efforts. To be effective in reaching them, you need to truly understand their needs, values, personalities, and interests.
But you can’t ignore your business either. To select the right goals, you need to take the following three steps:

1.     Identify your customers’ needs

2.   Identify your business’ needs

3.   Connect the dots so that your company and customers are seamlessly aligned

Here is an example of how Speak2Leads, a platform that helps sales teams respond to their leads faster, has established that balance into a cohesive brand positioning (which they call a pitch). I (Ritika) helped the company prepare this to help unify the company’s messaging across communication platforms. This is a concept we’ll cover in chapter 3.

Step 3: Start by Asking Questions

Not sure what your company’s marketing goals should be? Start by asking questions and listening as actively as you can.
In research, statistics, and analysis-driven classes, professors call this concept ‘the research question”, a concept we’ll talk about in chapter X when we dive into your analytics strategy.

There are certain types of questions that you need to answer before diving into any marketing strategy. Consider the following:

1.    What are your company’s strategic goals right now?

Are you hoping to promote visibility or generate leads to your business? Or maybe, you’re hoping to do both. What’s important to consider is that some marketing programs are better fits for your specific goals than others. That’s why you should understand what your company needs right now. It may make sense to focus on traffic generation efforts first and then invest in an explainer video in a few weeks. Especially as you’re just starting out, you may need to stagger your marketing spend.

2.  How much can your company afford to invest in marketing upfront?

It’s very rare that you will get your marketing system right on the first go. You need to run tests to see what works before committing to scaling your programs (chapter 7). The good news is that you can get started with $100 or less. This level of spend will help you generate actionable learnings, which you can reinvest in refining your marketing strategy. The bad news is that without direction, $100 here and there can quickly add up. At the very beginnings of your marketing program, you’ll be taking an upfront loss to gather learnings.

3.  Who are your internal stakeholders?

Answer this question to help your team understand what results you need to drive and how to communicate results as effectively as possible.

4.  What types of results can we realistically expect to achieve?

If you think that marketing with transform your brand into an overnight Hollywood success story, you’re dreaming. Viral campaigns don’t happen by accident. They require careful, behind-the-scenes planning. Marketing isn’t magic. You need to set direct and tangible expectations that align with the resources you’re willing to commit to your marketing programs. A good way to start answering this question is to research case studies from brands with business models and budgets that similar to yours. Remember that you need to do more than just replicate campaigns that you like. You need to adapt your marketing approach to your business’s exact needs.

Take the case of Speak2Leads. This company is trying to solve a key problem in the CRM world — that organizations take too long to connect with their leads and prospects.
As an early stage startup, Speak2Leads as one core need — to acquire as many high-potential leads as possible.
A key challenge that Speak2Leads faces is that the product is relatively novel. Many of the company’s prospects are problem-aware but don’t necessarily know which solutions are most valuable to pursue. Speak2Leads is tough to describe into a few short and sweet sentences, which is why the company’s marketing team has decided to send prospective customers directly to the product demo page:
Rather than leaving your customers hanging to simply ‘figure it out,’ take a lesson from Speak2Leads to make the customer acquisition process as interactive as possible.

The Speak2Leads team very much understands that there are a range of marketing options available. From paid channel advertising to content development, it makes sense for Speak2Leads to run a range of marketing tests. Regardless of campaign medium, however, one challenge is clear — the company needs to make their product digestible and relevant to their customers. A key way to take marketing beyond marketing and to generate leads is to demonstrate the product in action.

Step 4: Connect the Dots with Your Customers

Here is where the components of your marketing framework come together.
Marketing should follow the consumer purchase cycle. These are the steps that prospects take to become customers and that customers take to become repeat buyers.
It’s best to compartmentalize campaigns into the following key categories:

Awareness

• Connect new prospects with your brand.
• Make sure that existing customers are looped in regarding new products and services.

As an example, Harvard Business Review keeps its subscriber base informed of new products through email marketing:

Here is a banner ad on Slate to drive awareness about the Samsung Galaxy Tab 3:

Engagement

• Keep new prospects interested in your company, products, and services.
• Make sure that existing customers continue to re-engage with your marketing materials and rely on your company as a trusted resource.

Decision

• Reach new prospections at the key points of decision, when they may be considering a competitor over you.
• Reach prospects when they are considering a product but unsure of whether to buy it now or later.
• Connect with existing customers when they are shopping around for add-on products and services.

Retention

• Promote long-term brand loyalty.
• Connect with existing customers when they are shopping around for add-on products and services.
• Prevent drop-off and churn at all stages of the purchase cycle.

Last-minute hotel booking app HotelTonight recently gave its app users $15 in credits and sent an email reminder about it.

Remember this framework, as we’ll use it to guide our marketing channel discussions in later chapters. Feeling lost? Fear not. This discussion is a segway to the next few chapters, which focus on traffic acquisition and conversion optimization. Let’s get to it.

Key Takeaways

Before you move on to the next chapter, be sure to remember the following concepts:

• Every marketing campaign needs to be part of a goals-driven framework. Know what your company wants to achieve before just jumping in with a test or marketing spend. Be as educated and strategic in your decisions as possible, even if your intent is to simply try something new or learn.
• Remember that timing is everything. Strong marketing frameworks are built around delivering the right message to the right audiences at exactly the right time. Do not underestimate the power of this statement.
• Start by listening and asking questions. Learn what your customers need, and take the time to understand your company’s most pressing priorities. The marketer’s job is to create connections between your brand and customers.
• Remember that your marketing initiatives will fall into the following core areas: awareness, engagement, decision, and retention. Understand which of these four functional areas are most important to your business and why. Make sure that your marketing campaigns align with the goal that are most important for your business to achieve right now, in the medium term, and down the road.

The Beginners Guide to Online Marketing

Tell Your
Brand’s Story

Human-to-human connections are the heart and soul of business. At the end of the day, you’re dealing with people — your company is solving problems, alleviating pain points, and providing delightful customer experiences. Revenue is something that happens as a byproduct of a sound business model and a positive customer experience.
Storytelling is a powerful technique for building relationships. It’s an age-old concept that brings people together and keeps them engaged. It doesn’t matter where in the world you’re based or how much funding your startup has.
Good stories give big voices to small ventures. That’s why it’s mission-critical that companies take the time up front to fully develop their approaches to storytelling.
Good writing and content strategy makes products, and the marketing of those products, much better. When we do our jobs well, the things we launch are easier and more fun to use. We’ve seen how changing copy can positively impact sign-ups, engagement and sentiment.
Storytelling and marketing go hand-in-hand. Just think about it. Whether you’re producing infographics, writing copy for a Facebook ad, or writing a free online guide (like this one), you need to capture your audience’s attention.
On a daily basis, consumers (yourself included) face advertising overload. Marketers are constantly competing for their prospects’ and customers’ attention. More likely than not, your brand will be buried under spammy advertising messages.
How can you make your brand stand out? Storytelling.
Chapter 3 is an all-inclusive guide that explains why your brand should prioritize storytelling and how your organization should get started. This is not fluffy stuff, either. Storytelling is a powerful and actionable marketing technique. Convinced? Let’s get to it.

Forget about marketing

This may sound counterintuitive, but it’s the key to successful marketing. Stop thinking like a marketer. Stop trying to sell your product, and instead, focus on developing human interest. Answer the question of why people should care about what your company has to say.
That means being persuasive and appealing to emotion.

Brand stories are not marketing materials. They are not ads, and they are not sales pitches. Brand stories should be told with the brand persona and the writer’s personality at center stage. Boring stories won’t attract and retain readers, but stories brimming with personality can.

Whatever you do, don’t be boring. Do not let the words on your page hide the personalities behind your organization.
Share more than what you sell. Share your strengths, weaknesses, and how you arrived at where you are today. One way to do this is by participating in the storytelling ecosystem. Just as you’re looking for customer testimonials and case studies, make sure to pay it forward — like what Buffer did for KISSmetrics:

Be conversational

Authenticity is crucial to copywriting. If you’re overly formal or on guard, you’ll lose trust with your audience. And that’s because consumers can sense disingenuous messaging from miles away. From awkward stock photos with fake customers to false promises, empty messaging can only hurt your brand.
Be real instead. Be human.
Pretend that you’re talking to a new friend over drinks or coffee — not giving an academic presentation in 1862. If you talk down your customers and prospects (or show any indication of lack of respect), they’re going to stop listening immediately.

Honesty and transparency are important in brand storytelling. Yes, you’re crafting ‘stories,’ but they need to be rooted in the reality of your brand, products, and industry.

Don’t dwell over whether or not you’re using perfect grammar. You can always hire a copywriter for that. Stop worrying about the occasional misplaced commas. Focus on developing your messaging instead.
Conversational writing also means keeping it short. Write what you want to say. Get it all on paper. Then cut it. And cut it again. Stop trapping yourself into the mentality that you need a minimum word count to convey information effectively.
Write what you feel like writing — with the exception that you can’t let your stories get too long and unwieldy. Too much writing on a blog post or webpage will make your readers feel distracted or lost. Say what you need to say in as few words as possible. There’s no need to try to sound smart. If you build a great product, your customers and prospects will perceive your company as incredibly smart.

The main culprit, in my view, is the loathsome college essay. Only in college are we forced to write a paper at a certain length. We develop strategies that balloon our paragraphs so we can fill out eight, 10, or 12 pages. You don’t need to write a lot or use big words to sound smart.

Choose Your Words Wisely

What you say is just as important as how you say it. Make sure you’re using the tone, voice, and communication style that your audiences value most.
How do you know what this should be and what words you should choose?
Jump back to chapter 1, where we walk through the art meets science of knowing your audience.
If you’re speaking to an audience of millennials, for instance, they tend to embrace a casual, conversational tone and style — more so than an audience of baby boomers would.
Again, unless you were a college English major (like Ritika was), the concepts of voice, tone, and style are really vague. How the heck do you put it all on paper?
What you need is a styleguide to provide instructions for all of your on-site and off-site brand communications. Get started by completing the following template:

Example Brand Styleguide

1.    

Goal of website section:

Jot some notes about what your website visitors should hope to accomplish when visiting your website.

2.  

Audience:

Who do you expect to be engaging with these specific website sections?

3.  

Core concepts to be reinforced:

What do you want your audiences to feel after visiting this section of your website or piece of writing?

4.  

Tone:

What emotions should come across after somebody reads this story or section of your website?

5.   

Perspective:

Do you want your writers to communicate in the first, second, or third person? Who is telling the story?

6.  

Voice

Should the language be conversational, formal, or somewhere in between?

Your brand styleguide and message architecture can be custom-tailored to any form of multimedia, beyond writing. Whether you’re producing infographics, brand videos, e-books, or blog posts, your plans will ensure that your messaging is consistent across mediums. Writing is only one form of online communication. Make sure that you invest the time in energy in creating structure behind everything that you produce online.

Key Takeaways

• Human-to-human connections are the heart of marketing. Brand storytelling is a technique that can reinforce these bonds.
• Stories can give your brand a powerful voice, regardless of whether you’re running an enterprise organization, small business, or startup.
• Storytelling is medium-agnostic. Tell your story through blog posts, customer help centers, about pages, videos, or infographics.
• You need to formalize your brand story to build connections both on and off your site, especially if your company is actively building a PR strategy.
• Storytelling is more than what you say explicitly. It’s how you communicate your message and how you connect with your target audiences.
• Storytelling concepts are vague, abstract, and tough to plan. Rely on card sorting exercises, message architecture maps, and brand styleguides to articulate your strategy and scale it across teams.
• Brand stories are cross-functional commitments that should guide your entire organization. Your sales team, engineers, product managers, executives, and entry-level professionals should all have a hand in articulating your brand’s messaging.
• Who defines your brand? Your customers. Study and truly understand what they’re saying about you. Identify patterns, and hold these concepts as close to your heart as possible.