I've helped marketers and founders grow their business for 20 years. Get weekly tips and tactical ideas that will accelerate your growth.
Not another checklist
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Many marketers treat tactics like a checklist. Social media? Check. SEO? Check. Lead funnel? Check. What they don’t realize is that by focusing on tactics, they’re leaving gaps in the customer journey where it’s too easy for people to exit or engage with your competitor. Every business that’s thriving today is laser focused on their customer: their experience and the path they travel from awareness, to engagement, to acquisition, and beyond. Even more importantly, these businesses are fiercely protective of that experience. They work hard to remove as much friction as they can so customers move smoothly along that path. In the years, I’ve been asked by my clients for a wide range of services: social media, blog content, SEO, product marketing, and customer marketing. But I end up doing much more than the one task I’ve been hired for — because, to deliver results, I can’t limit my scope to just one tactic. If you’re struggling to get results from your marketing, remember this: To drive growth, you must remove every hurdle your customer might experience in their journey with you. You can focus on one tactic or twenty, (Not really, twenty is probably overkill.) But it’s not the tactics that are driving results. It’s your ability to tie them together to create a slippery slope for your ideal prospect. Find your best tactics for driving traffic to your website. Then look for ways to engage that traffic to take their next step, and the next, and the next, until they’re closing a deal. In marketing, tactics aren’t the end game. They’re the means to an end: customers who are excited about buying from you. Focus on their experience, and you’ll win the game. Stay awesome, Kathryn Founder, KA Media and AccessXL |
Growth Marketing
I've helped marketers and founders grow their business for 20 years. Get weekly tips and tactical ideas that will accelerate your growth.
After the fourth stem cell treatment for my spinal cord injury, I thought I’d finally begin regaining my life. So of course, I got a job in Seattle and traveled there once a quarter. I even decided to attend Social Media Marketing World in San Diego, my first big event since before the injury. I obviously believed I was on the mend. And I did great… Until I didn’t. It was the last day of the event. I had walked the length of the San Diego convention center multiple times over the previous two...
In recent years, there’s been a move within companies to consolidate the teams that drive revenue. It makes sense on the surface — get them all on the same page, working together, and revenue should improve, right? But there’s a problem. The focus of this effort is usually on uniting Marketing and Sales. Marketing still has to perform their top-of-funnel activities, but their priority is to drive leads for Sales, making them an ipso facto sales development team. I could talk for an hour about...
“You know what really sets us apart? XYZ. But we can’t say that. Our competitors would hate us!” I’ve heard some variation of this from multiple clients over the years. And it always surprises me. So many businesses are struggling to identify the one thing that sets them apart — if you’ve found yours, why wouldn’t you want to shout it from the rooftops? Clearly, my clients are coming from a place of fear. Everyone else’s website looks like this. We can’t say or do something different! This is...