Customer Acquisition

  • A significant content insight if you’re marketing personal services

    … By Mark Schaefer I recently helped an HR company with a sticky business problem. They were following the “best practices” of content marketing — answering questions, publishing consistently, sharing on social networks — but nothing was happening. In fact their business was in a tailspin. As I reviewed their situation, here are some…

    {grow}- 21 readers -
  • Five reasons using controversy as a content strategy backfires

    … By Mark Schaefer Some time ago I listened to a young guy on a webinar pontificating on the best strategies to build an audience for your content. A pillar of his presentation was “be controversial.” This struck me as odd. Is “controversy” really a sustainable position for a content marketing strategy? The more I thought about this, the more I…

    {grow}in Content- 22 readers -
  • Social media engagement is a lousy metric

    … By Mark Schaefer Thank you for your social media engagement through your generous tweets, blog comments, and likes. I have just one question: Why aren’t you hiring me? Let me unpack this unusual question … I’ve been creating content consistently for nearly 10 years and have built an amazing community that has generated 60,000 blog comments…

    {grow}in Social- 19 readers -
  • Customer success: 3 Off-beat tools for small businesses

    … By Kiki Schirr, {grow} Contributing Columnist On March 6th I launched my own web-based video chat platform. So on that same day, I also became the company’s sole customer success agent. I thought my time working at Geek Squad and Apple would assist me, but there’s a difference between being a customer-facing employee and guiding the whole…

    {grow}- 16 readers -
  • Achieving escape velocity: The content discovery challenge

    … By Mark Schaefer My Marketing Companion co-host Tom Webster told me that within a few weeks, three of his clients all came to him with the same question: How do we get our content discovered? The answer you typically hear in our space is “create quality content and it will rise to the top” but that does not work any more. Perhaps it never has…

    {grow}in Content- 16 readers -
  • 19-Year-Old Shows Anybody Can Become Known With Commitment

    … also been a long-time fan of Toronto Blue Jays pitcher and fellow Long Islander, Marcus Stroman. I love his motto height doesn’t measure heart.” When he was 16, Josh discovered a world of baseball on Instagram … and he wanted in. He saw an opportunity to create an engaging Instagram community centered around the love of the game. During his…

    {grow}- 19 readers -
  • Three proven tips on finding niche markets hungry for your work

    … your new (unknown) product, it helps to compare it to other works in the niche so potential customers get a basic idea. Once you’re more established, you can drop that marketing ‘crutch’. I started with a low price point ($2.99) to entice new readers to check it out. The lower the price point, the smaller the investment (risk) for a new reader. I…

    {grow}- 12 readers -
  • The 30 possible ways you can create customer value

    … of our brand, it is part of our ongoing war for attention. And to win that war, you better provide extraordinary value. Can you define precisely HOW you add value? The question may be more complicated than it seems. Here’s some research findings to help you sort it out. 30 ways to create customer value There was a very fine article in Harvard…

    {grow}- 34 readers -
  • Three ways to turn client email into new business value

    … clients stand out online and reach their customers. You can find his homebase at and connect with him on Twitter @marsdorian Original illustration by the author. The post Three ways to turn client email into new business value appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}. …

    {grow}in EMail- 18 readers -
  • Content monetization, brocial media, and the role of love in business

    … into the Navy Seals than you have becoming Gary V. He is a singular case study. He’s Zappos personified. You don’t have to be famous to be successful. When I walk down the streets of New York, nobody knows me. But I am perfectly happy. I’m getting calls for business and consulting gigs, and workshops. My books are selling well, all over the world…

    {grow}in Content- 35 readers -
  • 10 Epic Shifts that are Re-Writing the Rules of Marketing

    … By Mark Schaefer I’m often asked: “What is the next big thing in marketing?” This seems like a simple question, but I’m not sure I know any more. I started thinking about this and came up with at least 10 “big things” that will profoundly impact my career, and yours. I first posted this list on Facebook and it provoked some interesting…

    {grow}- 33 readers -
  • What does digital transformation mean to marketing?

    … of change? In this new episode of The Marketing Companion, Tom Webster and I interview Bryan E. Jones, VP North America Commercial Marketing for Dell Technologies. I have known Bryan for four years and I always learn something from him. In all my travels, I’ve never met another executive who is more tuned-in when it comes to the integration of technology…

    {grow}- 26 readers -
  • Data-driven attribution: the cure for discount code abuse?

    … they do traditional marketing spend. On the one hand this seems appropriate; the cost is a percentage of top-line revenue at the point of conversion rather than upfront speculative spend. But viewing them as nothing but a conversion lever can lead to a dangerous disconnect in understanding the true cost of customer acquisition and retention…

    Search Engine Watch- 27 readers -
  • Three New Year Business Resolutions You Should Steal

    … followers who lost their accounts forever. The number one customer acquisition tool got wiped out on a whim, killing their biz. Ungh. To avoid that from happening, I’m reworking my income sources for 2017. Here’s my current basic diversification: Book sales from Amazon (single marketplace, but only one part of my income) Illustration customer…

    {grow}in Social- 31 readers -
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