You ask the head of marketing how the team is doing and get a giant thumbs up.

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

• One more blog post for a few more views? 
• One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

• Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
• A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
• Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing. 

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

• Growth loop — Awareness Acquisition Activation Revenue Awareness: This is where most marketers start. 
• Impact loop — Results Reviews Retention Referrals Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success. 

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself. 

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads. 

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

The best thing about a phantom offer is that it’s a win/win scenario: 

• Best case: You get conversions even before you create your lead magnet.
• Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.

The post Why The Sales Team Hates Your Leads (And How To Fix It) appeared first on DigitalMarketer.

The Brand Revolution Begins Here

Imagine if a single shift in your approach could revolutionize your brand’s impact. That’s the power of
a meticulously crafted brand strategy. I’m Adrian Boysel, and over the last 17 years, I’ve mastered the
art of brand storytelling, transforming businesses into iconic brands.

In this article, I’ll share insights from my own playbook and reveal how a well-honed brand strategy
can elevate your business from the crowd. You’re not just building a brand; you’re igniting a legacy.
So let’s unravel the secrets to making your brand truly unforgettable.

On your journey of brand building, the foundation is your brand story. It’s more than a narrative; it’s
the soul of your brand, echoing through every product, service, campaign, and every customer
interaction.

It’s about forging an emotional connection with your audience overtime that creates what I call “Blind
Brand Loyalty”. My Purpose Driven Branding Blueprint does exactly that. We dive into the depths of
your brand’s story, exploring its ‘why’, ‘what’, and ‘how’, turning your brand into a living, breathing
entity.

If you are feeling invisible and want to bring your brand’s story to life, consider these three tips: First,
clearly articulate ‘Why’ your brand exists, focusing on the passion and purpose behind your business
idea. Next, define ‘What’ your brand offers, not just in terms of products or services, but in the value
and solutions provided to customers.

Lastly, delve into ‘How’ your brand delivers its promise. This involves outlining the unique processes,
techniques, or approaches that set your brand apart.

As we dive deeper into this article my goal is to take you on a journey and help you lay the foundation
for what will impact not just your own brand but the brands of your clients. I can attribute this process
and the success of my 5000+ past clients, whom I’ve helped generate over $100 Million for since
2007.

Next we are going to cover the “Niche” pillar of your brand, and then finally the Identity pillar. Once
you understand these pillars you will never be able to look at brand strategy or even marketing the
same way again. So let’s jump in and talk about your Niche.

Defining Your Brand’s Niche: Precision in Your Audience Targeting

So, you’ve crafted a compelling brand story, but what’s next? How do you ensure that your brand
doesn’t just speak, but resonates deeply with the right audience? This is where the art of defining
your niche comes into play. It’s about zeroing in on that specific market segment where your brand
doesn’t just serve, but truly connects and thrives.

Identifying your niche means understanding who your audience is, recognizing their needs, and
critically, pinpointing who they are not. This stage isn’t just about market analysis; it’s about carving
out your unique space in the vast expanse of the marketplace.

Who Your Audience Is: Begin by painting a detailed picture of your ideal customer. This is more than just demographics; it’s about understanding their lifestyle, preferences, challenges, and aspirations.

Consider factors like age, gender, income level, education, occupation, but also delve into their hobbies, values, and the social causes they care about. Creating detailed buyer personas at this stage will guide all your future marketing and branding efforts.

A helpful tip for you when it comes to nailing down your audience is the Digital Marketer Content Certification, it contains one of the best trainings on what they call the “Client Avatar Canvas”, I highly
recommend you learn that method as it goes in depth into the demographics, psychographics, wants,
needs, and fears.

Understanding and mapping out the before and after state of your dream customer is where most brands fall short, so make sure you don’t miss this critical step in the process.

Understanding Their Needs: Every successful brand addresses a specific need or desire in the market. What is the unique problem your brand solves? How does it improve your customers’ lives? Understanding these needs isn’t just about the practical aspects of your product or service but also about the emotional outcomes your customers are seeking.

I challenge you to go 7 layers deep into their tangible needs, not just surface level stuff like “Get more leads, get more traffic, or make more sales.”

Think about questions that will take them deeper into what’s driving their behaviors, is a lack of systems, understanding on how business works, or how to communicate in a way that makes people move towards the decision or outcome they want.

Defining Who They Are Not: Equally important is identifying who your audience is not. This helps in ensuring that your marketing efforts are not diluted and are laser-focused on those who will most likely engage with and benefit from your brand.

It’s about exclusion where necessary, to maintain the purity of your brand’s focus and message. Some of the most famous people, and brands would have become obsolete if not for creating content that repelled the type of people that you don’t want to work with.

One of the best examples of that is the brand Lion’s Not Sheep by Sean Whalen. He has been unapologetic in speaking about his political, philosophical, and spiritual, and societal beliefs.

His 7 figure a month clothing brand would not be what it is today if it had not made thousands if not
hundreds of thousands of people during the pandemic upset, Sean’s brand and business grew more from repelling people, getting them to tell people about it, than it did from attracting his dream customers, think about your opposition when you are planning your brand messaging strategy.

To effectively define your brand’s niche, consider these tips:

• Conduct Market Research: Utilize surveys, focus groups, and market analysis to gather data about your potential customers and their preferences.
• Analyze Competitors: Look at how competitors in your space define their audience. Identify gaps or areas they might be overlooking that your brand could capitalize on.
• Align with Your Brand Story: Ensure that your niche aligns seamlessly with your brand’s story and values. Your niche should feel like a natural extension of your brand narrative.
• Be Flexible: As your brand grows and evolves, be open to redefining or expanding your niche. Stay agile and attuned to market changes and customer feedback. Remember you’re in the business or serving others, being able to know what your market’s pains and challenges are is essential.

By clearly defining your niche, you lay the foundation for targeted and effective branding and marketing strategies. This clarity allows you to create messages, products, and experiences that speak directly to the heart of your audience, making your brand not just seen, but truly understood and appreciated.

Identifying Your Brand’s Archetype

A crucial aspect of crafting a resonant brand identity is identifying your brand’s archetype, it’s a practice I’ve used for nearly 5 years that has single handedly transformed my impact in the marketplace, providing more clarity, and consistency in my marketing messages.

Archetypes are universally recognized themes or characters that resonate deeply with human psychology. They provide a framework for your brand’s personality, shaping how it connects with your audience on an emotional level.

Your primary brand archetype is the main character your brand embodies. It could be the Caregiver, striving to nurture and protect; the Creator, driven to innovate; the Hero, overcoming challenges; or any other archetype that aligns with your brand’s core values and mission. This primary archetype sets the tone for your brand’s narrative, messaging, and interactions with your audience.

In addition to the primary archetype, consider a secondary archetype that complements and adds depth to your brand’s character. This secondary archetype supports and enriches the primary one, offering a more nuanced and multifaceted brand personality. For instance, a primary Creator archetype could be complemented by the Explorer, constantly seeking new ideas and inspiration.

To determine your brand’s archetypes, start by reflecting on your brand’s mission, values, and the emotional connections you wish to establish with your audience.

Consider the following:

• Assess Your Brand’s Core Values: What are the fundamental beliefs and principles that drive your brand? Align these with the traits of various archetypes to find a suitable match.
• Understand Your Audience’s Aspirations: What does your target audience aspire to or admire? Choose an archetype that embodies these aspirations to create a deeper connection.
• Analyze Your Brand’s Storytelling: Look at your brand’s storytelling style. Is it more adventurous, nurturing, rebellious, or wise? This can guide you toward a fitting archetype.
• Experiment with Combinations: Mix and match primary and secondary archetypes to find a combination that uniquely represents your brand while resonating with your audience.
• Consistency Across Touchpoints: Ensure that your chosen archetypes are consistently reflected across all brand touchpoints, from marketing materials to customer service.

Identifying your brand’s archetypes is not just about adopting a character; it’s about infusing your brand with a personality that captivates and connects. It’s a journey to discover the heart and soul of your brand’s story, creating a narrative that resonates with your audience on a profound level.

Through this process, you’ll craft a brand identity that’s not only memorable but also emotionally engaging, driving loyalty and affinity among your customers.

Your Mission Matters More Than You Realize

Let’s delve into the essence of your mission statement and the pivotal role it plays in your brand’s culture. Think of your mission statement as the pulsing heart of your brand – a succinct yet powerful proclamation of your brand’s purpose and direction. It’s not just a statement; it’s a rallying cry that unites your customers and team, fueling their passion and advocacy for the vision you’ve set forth.

The process of crafting this statement is more than mere wordplay; it’s a deep dive into the core of
your brand, capturing its aspirations and reason for being. A well-crafted mission statement is your brand’s guiding star, illuminating the path for every decision and action, ensuring they all lead back to what your brand truly stands for.

Start by reflecting on the core objectives of your brand. What change does your brand seek to create? What are its aspirations? This should not just be about the products or services but the broader impact your brand aims to have on its customers and the world.

Consider the emotional and inspirational elements of your brand. A mission statement should resonate emotionally with your audience, inspiring them to connect with your brand’s journey. It should be a beacon that guides every business decision and customer interaction.

Keep your mission statement clear and concise. It should be easily understandable, memorable, and powerful enough to evoke a sense of purpose both within your team and amongst your audience.

Steps for Crafting Your Mission Statement:

• Reflect on Your Brand’s Purpose: Delve deep into why your brand exists beyond making a profit. This could be about making a difference, solving a specific problem, or offering an exceptional experience.
• Incorporate Your Unique Value Proposition: Highlight what sets your brand apart. What unique benefits does your brand offer? How does it improve the lives of your customers?
• Seek Feedback: Once you draft your mission statement, get feedback from team members, trusted clients, or mentors. This can provide valuable insights and perspectives that might refine and strengthen your statement.

Solidifying Your Brand’s Identity: The Power of Core Values

Have you ever wondered what truly anchors a brand in the minds and hearts of its audience? It’s the core values. These foundational beliefs and guiding principles are more than just words on a page; they are the essence of your brand’s identity, shaping every interaction and decision.

Your brand’s core values act as the steadfast pillars supporting its mission, ensuring consistency and integrity in all aspects of your business, from internal culture to customer engagement.

These core values serve as a compass, guiding your brand’s journey and ensuring that every step taken aligns with the fundamental principles you stand for. They are the commitments that breathe life into your brand, making it relatable, trustworthy, and authentic in the eyes of your audience.

Define values that truly resonate with the essence of your brand. They should be more than just words; they should be commitments that are lived out in every aspect of your business, from internal culture to customer interactions.

Ensure that your core values are evident and consistent in all your brand’s touchpoints. This consistency fosters trust and credibility among your audience.

Steps for Defining Your Core Values:

• Identify Key Beliefs and Principles: Consider the beliefs and principles that are non-negotiable for your brand. These could range from quality and innovation to sustainability and community involvement.
• Reflect on Your Brand’s Personality and Culture: Your values should mirror the personality of your brand and the culture you want to cultivate within your organization.
• Involve Your Team: Include your team in the process of defining these values. This ensures a more comprehensive and inclusive perspective and fosters a stronger commitment to these values.
• Communicate and Demonstrate Your Values: Once defined, communicate your core values clearly to your audience. More importantly, demonstrate them through your actions, decisions, and how you run your business.

Bringing Your Brand’s Identity to Life

Your brand’s blueprint is a tapestry woven from your story, niche, and your identity. It’s a comprehensive narrative that defines who you are, what you stand for, and how you engage with the world.

Remember, your brand’s identity is dynamic, evolving as your business grows and the market changes. Regularly revisit and refine these elements to ensure they stay relevant and true to your brand’s journey.

As we conclude this journey, I invite you to delve deeper into the art of brand building. Join me in a comprehensive journey where we fine-tune these elements, crafting an identity that not only stands out but also resonates deeply with your audience.

‘A great brand is a story that never stops unfolding.’ -Adrian Boysel”

The post Unveiling the Secrets of Brand Mastery appeared first on DigitalMarketer.

Businesses come and go. But your personal name, that’s another matter altogether. In the social business world, your name can be leveraged as your personal identifier across myriad social media sites as well as your monetized business brand. 

In creating a new business or online presence, one of the toughest decisions you may make is whether to establish your social business brand by your personal name or a fictitious “DBA” identity, such as a catchy word, phrase, or slogan.

It’s hardly a trivial decision, especially considering your online identity eventually will sprout hundreds if not thousands of backlinks which will need to be well-tended if you decide to do a digital makeover at a later date.

Confused on what to do? Join the club. Do you drop whatever you are doing right now, rush over to GoDaddy, and immediately reserve your-personal-name-dot-whatever, or stake your branding claim on a hot potential digital DBA?

Luckily others have already been down this path. They can offer a variety of business perspectives and advice on the question of building a business brand based on a personal name vs. a domain that can grow and expand into a free-standing business that extends beyond the individual and might someday deliver a lucrative buyout offer that tracks with a business plan exit strategy.

From Startup to Digital Enterprise: DBA Scales

The biggest advantage to going DBA or brand versus your name is that the blog/brand/company can evolve into something much bigger and more valuable than one person’s perspective.

It can grow into a company, media outlet, etc., that can be monetized, bought, sold and so on. Mashable has grown into a powerful media outlet. It wouldn’t have done that if it were just its founder’s personal name, as an example.

The Business Persona and the Person

If you work for another business, you’ll have to consider the delicate balance of marketing your personal brand alongside your business.

I started out with a blog name that combined the industry and my own name (SEO and Smarty). I’ve certainly thought about the potential for a more topic-focused name over the last few years, but ultimately this started out as something for me, to explore my interests and help me learn, and I’ve been thoroughly happy with the way that it has worked out.

You’ve Been Taught SEO ALL WRONG

Become a Certified Search Marketing Specialist and Start Boosting Your Sales by Attracting and Converting Your Ideal Leads Everywhere They Are.

Click here

What if your business fails? The hard facts are that, depending on the study, 50-60 percent of new businesses close in the first year; upwards of 80-90 percent go under within five years. You can dispense with a DBA given a few forms and some signatures. Not so easily done if your brand is your personal name and now a business liability.

From personal experience, it has always been important for my marketing strategy blog to be tied directly to my personal brand. I’ve launched several startups over the last 20 years and my work through the blog has really helped to build my personal brand through thought leadership and has resulted in continued trust with my community. As a result, every business I’ve developed has become a trusted resource, based on my personal brand and reputation.

People Buy from People

The social web offers a unique opportunity to humanize your brand and create a personal connection to customers. How do you create engagement and attachment to a logo? Be human.

Perhaps a morphed version of your personal name and a DBA is the digital sweet spot. If you’re still not sure which way to go, personal vs. DBA for your social business objectives, pay heed to this action list:

1. Lock Your Personal Name Now

Even if you never plan to use your personal name, it’s still prudent to reserve your domain just in case. Locking your personal name everywhere is also important for privacy and online identity. Read any of Hari Ravichandran’s books to get a better understanding of privacy issues these days. He has gone a long way in protecting his personal brand, so he knows what is talking about.

With an open or public profile, your personal information becomes easily accessible to anyone, potentially leading to identity theft, stalking, or misuse of your data. By locking your profile, you regain control over who can see your posts and interact with you, ensuring that only trusted individuals have access to your personal information. 

This precautionary measure helps maintain a safe and secure online presence while allowing you to enjoy social media without compromising your privacy.

2. Consider the SEO Implications

If your goal is to grow your personal brand name, register your domain name as well. Search rankings are enhanced if your real name matches your domain name. On a personal branding level, you have a greater ability to influence what people see when they search for your name. My personal site has long been neglected, and yet it still ranks for my name on top of my more actively maintained columns on more powerful domains. That’s the power of domains:

Additionally, a personal name domain is great for authors in pursuit of book deals and speaking gigs, even though it may not scale to an enterprise-level application. Who are we hiring?Your decision will rely on your plans for your future venture. It is a good idea to find a business name that has something in common with your personal brand. Namify is a great tool for that type of decision-making, and it has very cheap domains, so it is not going to be a huge investment.

It is also a good idea to research your niche associations and keywords when you come up with a business name because it needs to trigger topical connotations, so it’s not just your personal name it relies on. Your potential customers and leads need to quickly guess what your business is about by looking at your brand name or domain. Text Optimizer is a great tool for that:

Consider the Future

If you brand your business venture in your personal name, clients may expect to always work with you, not members of your team. 

Part of your job will be to continually sell trust in your associates. Bait-and-switch doesn’t work; you will have to show up at the table. This will reflect on your customer relationship-building strategy in a big way. When you try scaling it, using technology like AI chatbots or IVR, you will inevitably face an issue of your customers willing to talk to you personally because that’s exactly how they discovered your company. It will be exhausting down the road.

It’s All About the Balance

Over the course of a career, you may transition from a consultancy based on your personal brand to a full-time corporate job and then back to a solo business. You never know when an opportunity may completely change your career course. It’s important to create a plan for your personal marketing and make sure you’re in sync with your business or employer.

The consensus on personal name vs. DBA probably errs on the side if you can never have enough domains in your basket of brands. 

If you rely on your real name, you may never be able to sell your flagship site, but you will be able to leverage your personal identity to project the all-important “human” side to every new business venture you launch under your personal umbrella.

On the other hand, if you start with both (your personal brand and a matching business entity) and have the energy to develop both alongside each other, you may end up with a stronger presence and more visibility. That’s the route I once took and I have no regrets!

The post Striking the Right Balance Between Business Branding vs. Personal Branding appeared first on DigitalMarketer.

In 2023, the renowned toy company Mattel, famous for creating the iconic Barbie doll, faced challenging times amidst a competitive market. However, a recent development has the potential to reshape the company’s trajectory and revitalize its brand presence: the release of the much-anticipated Barbie movie. This article explores how this cinematic venture has impacted Mattel’s stock performance and discusses the potential implications it may have for the company’s survival.

Overview of Mattel & the Barbie Brand 

Mattel is a globally recognized toy company that has been a pioneer in the industry for decades. Established in 1945, the company quickly rose to prominence with its innovative and beloved toys. However, its most iconic creation, the Barbie doll, was introduced in 1959.

Barbie became an instant cultural phenomenon, capturing the imagination of millions of children worldwide and setting a standard for fashion dolls. Over the years, Barbie has undergone various transformations, adapting to changing times and promoting diversity and inclusivity. 

Despite these efforts, Mattel faced challenges in recent years, struggling to keep up with digital entertainment and other competitors.

Mattel’s Struggles & Stock Performance

In the early 2020s, Mattel experienced various setbacks that impacted its financial performance and stock value. 

With the rise of digital toys and entertainment options, traditional toy manufacturers faced stiff competition. Mattel’s revenues were affected as children’s play patterns shifted toward online gaming and virtual experiences. 

The company also faced difficulties with supply chain disruptions and rising production costs. These challenges culminated in a decline in Mattel’s stock performance, raising concerns about the company’s ability to stay relevant in an evolving market.

Mattel Reports First Quarter 2023 Financial Results

Mattel’s Second Quarter 2023 financial results will publish on Wednesday, July 26, 2023.

The Barbie Movie: A Cinematic Triumph 

To rejuvenate the Barbie brand, Mattel embarked on an ambitious cinematic venture – the release of a Barbie movie on July 21, 2023. The movie promised a fresh take on the iconic doll, featuring a compelling storyline and modern themes to resonate with today’s audiences.

Leading up to the premiere, even Google got all dolled up for this star studded movie of the summer, turning shades of pink for the brand’s famous color scheme. As the film hit theaters, it garnered widespread praise from both critics and viewers alike. 

The film exceeded all projections, grossing an impressive $155 million during its opening weekend in domestic markets and an additional $182 million internationally. The movie’s tremendous start was fueled by $22.3 million in previews on Thursday, making it one of the top 25 all-time preview performances and securing the highest opening of the year.

Comparing Barbie’s performance to other recent releases, it outshined the Super Mario Bros. Movie, which had a $146.3 million weekend but also benefited from a $58.2 million gross on Wednesday and Thursday, resulting in a $204.6 million five-day start.

Barbie’s remarkable Friday, combined with Wednesday and Thursday figures, totaled $70.5 million, setting a new record for the highest Friday (including previews) opening of the year.

What makes Barbie’s triumph even more noteworthy is that it boasts the best opening ever for a film co-directed or directed solely by a woman. Notably, both Captain Marvel ($153.4 million) and Frozen II ($130.2 million) had male co-directors, whereas Barbie stands as a pioneering example with a female solo or co-director.

This marks only the second time in cinematic history that a solo female director has achieved an opening weekend gross of over $100 million, with the other instance being Patty Jenkins’ Wonder Woman ($103.2 million).

The Barbie movie’s success was attributed to its captivating storytelling, stunning visuals, relevant play on nostalgia and positive messages promoting empowerment and self-expression. Not to mention all the city wide press this movie has created. 

Market Reaction and Stock Surge

Following the movie’s release, Mattel experienced a significant surge in its stock value. Investors responded positively to the success of the Barbie movie, recognizing it as a game-changer for the company’s prospects. The rise in stock value was not only indicative of renewed investor confidence but also a testament to the movie’s ability to revive the brand’s allure and profitability.

Barbie’s Appeal to Adult Audiences

The Barbie movie unexpectedly found a substantial audience among adults. Beyond its traditional target demographic of children, the film resonated with older viewers, including nostalgic adults who grew up with Barbie.

The movie’s ability to evoke a sense of nostalgia and connect with adult audiences created an unexpected marketing advantage for Mattel. This newfound appeal among adults potentially translated into increased interest in Barbie-related products and memorabilia.

Expanding Merchandising Opportunities

The success of the Barbie movie opened up new avenues for Mattel to capitalize on merchandising and licensing opportunities. With the movie’s characters and storyline capturing the hearts of audiences, Mattel had an opportunity to introduce a wide range of spin-off products and tie-ins. 

Collaborations with other companies for limited-edition Barbie merchandise, such as clothing, accessories, and collectibles, provided an additional revenue stream and reinforced the Barbie brand’s relevance.

Impact on Mattel’s Future Strategy

The triumph of the Barbie movie significantly influenced Mattel’s future strategic decisions. The success of the entertainment-driven approach demonstrated that storytelling and engaging narratives were vital components for the company’s product development. Consequently, Mattel might prioritize partnerships with filmmakers, screenwriters, and animators to create compelling content that goes beyond just physical toys.

Marketing Lessons from Mattel’s Barbie Movie Campaign

The release of the Barbie movie in 2023 marked a turning point for Mattel, reviving the company’s brand image and stock performance. The success of the film not only brought renewed interest from children but also unexpectedly resonated with adult audiences, further bolstering the Barbie brand’s status. 

With this newfound momentum, Mattel now has a unique opportunity to leverage the success of the Barbie movie to explore new horizons and ensure its survival and success in the ever-evolving toy industry.

Take Action

• Understanding the Power of Brand Nostalgia: Mattel tapped into the nostalgia associated with the iconic Barbie brand, resonating not only with children but also with adults who grew up with the doll. Marketers can leverage nostalgia by revisiting and reimagining their brand’s heritage to evoke emotional connections with their target audience.
• Effective Audience Segmentation: The marketing campaign demonstrated a deep understanding of its target audience, recognizing both children and adults as potential consumers. Businesses should segment their target audience effectively to craft tailored messages that address specific needs and preferences.
• Leveraging Cross-Platform Promotion: Mattel maximized the impact of its marketing efforts by employing cross-platform promotion. Businesses can learn to integrate their campaigns across various channels, such as social media, television, print, and online advertising, to reach a wider audience and reinforce their brand message.
• Inclusivity and Diversity in Storytelling: The Barbie movie emphasized themes of empowerment and inclusivity, promoting diverse representations of characters. Marketers can learn from this approach and incorporate diverse and authentic storytelling that reflects the varied experiences and backgrounds of their audience.
• Building Anticipation with Previews: The use of previews to create buzz around the Barbie movie generated excitement and anticipation. Marketers can apply this tactic by offering sneak peeks, teasers, or exclusive content to build anticipation for their product launches or events.
• Collaborating with Influencers and Partners: Mattel collaborated with influencers, celebrities, and other partners to amplify the movie’s reach and create additional hype. Businesses can explore partnerships with influencers and other brands to extend their brand visibility and tap into new audiences.
• Emphasizing Female Leadership: The success of Barbie, directed by Greta Gerwig, highlighted the impact of female-led projects. Businesses can embrace gender diversity and empower female leaders within their organizations, signaling their commitment to inclusivity and equality.
• Storytelling as a Central Element: The Barbie movie’s success was driven by compelling storytelling that resonated with the audience. Marketers can prioritize storytelling in their campaigns, creating narratives that connect emotionally with consumers and elevate their brand message.
• Measuring and Analyzing Results: Mattel’s campaign likely involved thorough monitoring and analysis of marketing efforts, allowing them to optimize their strategies. Marketers should invest in data analysis and performance tracking to measure the success of their campaigns and make data-driven decisions.
• Building a Comprehensive Merchandising Strategy: The success of the Barbie movie extended beyond the film itself, with a robust merchandising strategy. Businesses can learn to capitalize on their campaigns by offering related products and tie-ins to enhance brand exposure and generate additional revenue streams.

By drawing inspiration from Mattel’s successful marketing campaign for the Barbie movie, businesses can apply these valuable lessons to enhance their own marketing strategies and ultimately achieve greater brand impact and success.

The post Barbie Movie Boosts: How the Barbie Movie Redefined Brand Marketing appeared first on DigitalMarketer.

Imagine this: You’re a marketer, and you’re constantly chasing the next big thing. You’re always on the lookout for the latest trend, the newest platform, the freshest idea. You’re running on a hamster wheel of “on-demand” marketing, and it’s exhausting. 

You’re always reacting, never planning. You’re always behind, never ahead. Sound familiar?

Now, what if I told you there’s a better way? A way to break free from the relentless cycle of on-demand marketing and step into a world where you’re in control. A world where you’re not just reacting to the latest trend, but setting the trend. 

A world where you’re not just keeping up, but leading the pack.

Welcome to the world of strategic marketing. A world where you set 90-day plans and watch as your marketing efforts become more efficient, more effective, and more freeing. A world where you’re not just a marketer, but a marketing revolutionary.

In this article, we’re going to explore five ways strategic marketing can set you free. We’re going to show you how to stop reacting and start planning. How to stop chasing and start leading. How to start your own marketing revolution. 

Ready to break free? Let’s dive in.

Meet Hazel & Hems

Hazel & Hems Boutique: the customer avatar is a woman in her mid-20s to early 40s that has an eclectic taste in fashion, wants to stay up to date with the latest trends, and is also sensitive to sustainability and local business support.

Their core product is a locally sourced, polished stone bracelet that is affordable and only sold for limited time periods.

Hazel & Hems was created as a case study for us to explore the process of creating a brand from the ground up and everything that is involved with it. This was a building block for creating our Social Media Mastery Certification and Social Media Bootcamp.

#1. Crystal Ball Marketing: Anticipating Trends and Behavior

Strategic marketing allows you to anticipate market trends and customer behavior, reducing the element of surprise in your campaigns. 

For example, Hazel & Hems, being a sustainable clothing boutique, could anticipate the rise in demand for sustainable fashion due to increasing environmental awareness.

By strategically planning their marketing around Earth Day, they could capitalize on this trend and drive more sales during this period.

#2. The Loyalty Loop: Keeping Customers Coming Back for More

By focusing on customer needs and satisfaction, strategic marketing can improve customer loyalty and retention. 

Hazel & Hems could implement a loyalty program that rewards repeat customers with discounts or exclusive access to new collections. 

They could also use email marketing to keep customers informed about new products, sales, and company news, keeping Hazel & Hems top of mind and encouraging repeat purchases.

#3. The Harmony of Branding: Consistent Messaging Across Platforms

A strategic plan ensures your marketing messages are consistent across all platforms, reinforcing your brand identity. 

Want to get certified in Content Marketing?

Leverage the tools and channels to predictably and profitably drive awareness, leads, sales, and referrals—EVERYTHING you need to know to become a true master of digital marketing.​ Click Here

Hazel & Hems could ensure that their messaging about sustainability and boho-chic fashion is consistent across their website, social media, email newsletters, and in-store displays. 

This consistency would strengthen their brand identity and make them more recognizable to their target audience.

#4. Customer-Centric Conquests: Tailoring Marketing to Your Audience

By understanding your target audience, you can tailor your marketing efforts to their needs and preferences, improving customer satisfaction. 

Hazel & Hems, knowing their target audience is environmentally conscious professional women aged 25 to 35, could tailor their marketing messages to highlight their sustainable practices, quality materials, and versatile designs that are perfect for both work and leisure. 

They could also host events or workshops on sustainable living, further aligning with their customers’ values.

#5. Spotlight Strategies: Boosting Your Brand’s Visibility

A strategic plan can boost your brand’s visibility and recognition in the market. 

Hazel & Hems could partner with local eco-friendly events or influencers who align with their brand values to increase their visibility. 

They could also run a strategic social media campaign, using targeted ads and relevant hashtags to reach a wider audience and increase brand awareness.

How Do You Make a REAL Strategy for Your Marketing?

Creating success is as easy as 1, 2, 3… here’s how we can help!

Are you looking to get more sales? Clicks? Engagement? If you want to improve your digital marketing strategy, you need to understand the Customer Value Journey (CVJ). The Customer Value Journey is an 8-step path that people travel as they discover your brand, build a relationship with you, and become buyers and raving fans.

Alongside the CVJ, advance your career with an internationally recognized certification in digital marketing strategy. Learn the eight critical disciplines (content, advertising, social media, and more) to becoming a full-stack marketer. Get certified as a Digital Marketing Strategist and discover your path to becoming a full-stack marketer.

The post 5 Ways Marketing Strategy Will Set You Free appeared first on DigitalMarketer.

It takes only 0.146 seconds to love your brand, or at least it should. That’s how long it takes for someone to form a first impression of your brand. And if you’re not making an emotional connection with your audience in that fraction of a second, you’re missing out on a huge opportunity to win their hearts and minds.

But here’s the thing: visuals aren’t always the best way to make that emotional connection. In fact, when it comes to hitting emotions quickly, audio can often be more effective than visuals. That’s because sound has a direct line to our emotions, bypassing our logical brains and going straight to our hearts.

Music to Inspire

Music is a powerful tool for inspiring emotions. It has the ability to transport us to different places, evoke feelings of nostalgia, and ignite our imaginations. If you want to inspire your audience, consider using music to create a mood that encourages them to think bigger, dream larger, and reach higher.

Here are some ways to use music to inspire your audience:

Use Uplifting Melodies & Harmonies

Uplifting melodies and harmonies can create a sense of optimism and positivity. They can make your audience feel like anything is possible, and encourage them to dream big. When choosing music to inspire your audience, look for melodies and harmonies that are bright, energetic, and upbeat.

Incorporate Powerful Lyrics

Lyrics are a powerful tool for inspiring emotions. They can tell stories, paint pictures, and convey messages that stick with your audience long after the music has stopped. When choosing music to inspire your audience, look for songs with lyrics that are positive, uplifting, and empowering.

Use Music to Create a Sense of Unity

Music has the power to bring people together. When you use music to create a sense of unity, you can inspire your audience to work together towards a common goal. Consider using songs that encourage teamwork, cooperation, and collaboration.

Music to Activate

If you want to get your audience moving, music can be a powerful tool. It has the ability to energize and motivate, getting people up and out of their seats. When used correctly, music can be a powerful motivator for physical activity, making it a great choice for workout classes, sports events, and other activities that require physical exertion.

Here are some ways to use music to activate your audience:

Use High-Energy Tracks

High-energy tracks are perfect for getting your audience moving. Look for songs with fast tempos, driving rhythms, and a strong beat. When you play high-energy tracks, you’ll find that your audience becomes more energized and motivated.

Use Music to Create a Sense of Anticipation

Music can be a powerful tool for creating a sense of anticipation. When you use music to build tension, you can get your audience excited about what’s coming next. Consider using music to create a countdown, signaling that something big is about to happen.

Use Music to Set the Pace

Music can be a great tool for setting the pace of physical activity. When you use music with a specific tempo, you can help your audience stay on beat and maintain a consistent pace. This can be especially useful in workout classes, where music can help participants stay motivated and engaged.

Music to Agitate

Sometimes, you need to use music to agitate your audience. This can be a powerful tool for getting people to take action, whether that action is making a purchase, signing a petition, or taking to the streets to protest. When used correctly, music can be a powerful motivator for change.

Here are some more ways to use music to agitate your audience:

Use Dissonant or Unsettling Sounds

Dissonant or unsettling sounds can be a powerful tool for creating a sense of unease or tension. These sounds can create a feeling of agitation or even anger, making them a great choice for political rallies, protests, or other events where you want to motivate your audience to take action.

Incorporate Lyrics that Challenge the Status Quo

Lyrics can be a powerful tool for agitating your audience. When you use lyrics that challenge the status quo, you can motivate your audience to take action and work towards change. Consider using songs with lyrics that challenge social norms, political systems, or cultural institutions.

Use Music to Create a Sense of Urgency

Music can be a great tool for creating a sense of urgency. When you use music to create a sense of urgency, you can motivate your audience to take action quickly. Consider using music to create a countdown or a sense of impending danger to create a sense of urgency.

Music to Promote Introspection

Music can also be a powerful tool for promoting introspection. When you want your audience to think deeply, reflect on their experiences, and consider their own emotions, music can be a great tool to create a mood that supports that kind of reflection.

Here are some ways to use music to promote introspection:

Use Music to Create a Reflective Mood

Music can be a great tool for creating a reflective mood. When you use music that is slow, quiet, and contemplative, you can encourage your audience to slow down and think deeply. Consider using instrumental music or songs with gentle, introspective lyrics. You may consider using retrograde technique for melodies introduced at the beginning of the song. 

Use Music to Set a Contemplative Tone

Music can be a great tool for setting the tone of an event or experience. When you use music to set a contemplative tone, you can encourage your audience to approach the experience with an open mind and a willingness to reflect. Consider using music that is peaceful, calming, and gentle.

Use Music to Encourage Self-Exploration

Music can be a great tool for encouraging self-exploration. When you use music that encourages your audience to reflect on their own experiences, emotions, and thoughts, you can help them to gain a deeper understanding of themselves. Consider using music with lyrics that explore the human experience or instrumental music that encourages contemplation.

Become A Certified E-Commerce Marketing Master

The Industry’s Most Comprehensive E-Commerce Marketing Certification For The Modern Marketer. Turn Products Into Profit, Browsers Into Buyers, & Past Purchasers Into Life-Long Customers. 

Click here

In conclusion, music is a powerful tool that can be used to inspire, activate, agitate, and promote introspection. When used effectively, music can be a powerful tool for creating emotional connections with your audience and an incredibly effective way to communicate ideas and motivate action. Whether you’re creating a marketing campaign, organizing a rally, or simply trying to connect with your audience, music is a tool that you should definitely consider and WorkFlora can help! 

The post 0.146 Seconds: The Power of First Impressions on Your Brand appeared first on DigitalMarketer.