018 - world-class storytelling
1* World-class storytelling
What an amazing piece of content from Apple.
It’s not B2B, but it's truly a wonderful piece of content bang on trend, with The Great Resignation playing as a theme.
Four plucky work friends dream of a better life, a life away from their demanding belittling boss.
Throughout this 9-minute spot, you’ll see four co-workers come together to quit their job, and you watch in awe at how they overcome the modern-day challenges of building a business.
Apple is beautifully intertwined throughout, it’s a wonderful example of brand storytelling.
Please take 9 minutes out of your day to watch this video.
2* Defining what success looks like
There are multiple permutations of metrics that can make up your measurement framework.
This is a list of potential metrics that can help measure the success of your marketing.
Not all of these metrics will be relevant for your business.
But these metrics have a common theme amongst them.
It’s a list of growth and revenue metrics.
There are a lot of metrics that help measure success for you and your organisation, and it shouldn’t be made up of one number, but a variety of different metrics that help measure success.
But one key component of your measurement framework is a metric that you can tie back to business impact, sales, new customers, revenue, a number that clearly represents growth.
For your next marketing campaign, review what metrics you deem successful and understand what metrics could be potentially included that influence business growth.
It doesn't matter if you have a brand or performance campaign, if the goal is to generate demand, all marketing activity can (and should) be tied to some form of metric that influences business growth, either directly or indirectly.
What’s your metric?
3* This post received over 1,000 engagements
A healthy reminder to truly understand the impact of your role.
Our job will all have a dose of necessary administrative tasks, but they don’t truly reflect what we will be ultimately measured against.
What parts of your role are the equivalent of “posting on social” and how much of your time is spent vs “creating content that educates”.
This has made me rethink where some of my time is spent.
4* 8 counterintuitive marketing strategies that actually work
This is an interesting article from the founding team at the SEO giant Moz.
Sometimes logic suggests a way of working just doesn’t make sense, it isn’t scalable, it’s not efficient, and it’s time-consuming.
But sometimes, that’s OK.
Sometimes, the more time consuming and the inefficient task is the right thing to do.
For example, I like No5.
Focus on niche channels to gain greater ROI.
Your more profitable and loyal customers don’t always hang around LinkedIn or wait for a sales outreach message. Your best customers could be a follower of a niche newsletter, a member of a slack community or maybe a member of an activity forum.
Investing time, money and resources into these channels/environments is sometimes hard to justify, hard to measure, it takes a lot of time and effort, it doesn’t always make sense at face value, but sometimes, doing the opposite to everyone else is the right thing to do to find those high-value customers for your business.
Conversations You Should Read
The Top Customer Success Metrics
What’s your marketing strategy?
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Tools & Platforms
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