Competitive Messaging Benefits at the Expansion Stage

Key benefits of competitive messaging. This article is part of an ongoing series on competitive messaging for startup and expansion stage companies. Once you have a good understanding of what competitive messaging really is, it’s important to go through the process of identifying your competitive advantages, conduct research to see how customers and prospects rate those advantages in terms of importance, and craft competitive messages based on your findings. These practices will help you: Understand exactly what your target prospects care about. You’ll find out what your target prospects want by hypothesizing important purchase criteria and then testing it until you get it…

Competitive Messaging Defined

This article is the first in an ongoing series on competitive messaging for startup and expansion stage companies. Prospects buy from you — and customers buy more from you — when they perceive that your company, products, and/or services are better than those of your competitors. One of the best ways to enhance this perception is to develop competitive messages that will truly resonate with your customers and prospects. Effective messages convey your competitive advantage – all of the things that create unique value and set your company apart from the competition. To develop effective competitive messages, you must: Segment…

Perfecting the Art of Guest Content

As I’ve written in the past, influencer marketing is all about marketing to, with, and through your target audience’s key influencers. Of course, that’s much easier said than done.

Image provided by: WonderFerret

Developing a relationship with those key influencers doesn’t happen overnight. You have to first identify the right influencers, prove your worth to them, gain their trust, and produce content that’s compelling enough to encourage them to share it with their audience. Quite simply, that can take a lot of time. The good news is that there’s a fairly simple way to speed up that process,…

Roundtable: What Qualities Make for a Great Company Founder?

Last week, we asked our VC panel to share their best advice for startup CEOs. In part two of this short series, venture capitalists Phin Barnes, Brad Feld, Rob Go and Alex Taussig discuss the top qualities of the best company founders and weigh in on whether they should extract equity upon receiving funding. What makes for a great founder or co-founder at startup or early stage organizations? Phin Barnes, Principal, First Round Capital Deep integrity and the self-awareness to know your weaknesses, combined with the ability to attract a team to support you in these areas. What is your…

How Customer Engagement Fuels the Content Marketing Fire

Think for a second about the way you converse with your closest friends, family, and coworkers. You swap stories. You talk about the problems you’re having and exchange ideas that address them. You discuss big news, controversial topics, and relevant trends. Now, as a marketer, think about the way you’re conversing with your customers through content marketing.

Image provided by: RachaelVoorhees

Are you selfish, focusing mostly on yourself, your big news, and why you’re so great? And when you measure the value of those conversations, do you rate quantity over quality? If either of those things…

Top Content Marketing Tools of the Trade

Every business discipline has its own unique tools that help people accomplish tasks more efficiently and measure their progress more accurately. For marketers like myself, there are a plethora of Web-based services and crafty new tools that help our content marketing and social media programs thrive. Whether it’s a tool that automatically optimizes your corporate blogs and content for SEO or an online platform that allows you to stay connected to your followers, each one serves a very valuable purpose.

So which content marketing tools are my favorite? There…

Market To Influencers, Through Influencers, and With Influencers

This is a part of a series that was created to help you define build the practice of influencer marketing into your company. This series will walk through the process, necessary roles, in addition to guides for each role to get started with influencer marketing quickly. In this final post, let’s focus on the core of influencer marketing. Marketing to… Once you have a solid understanding of your company’s influencers, you are ready to begin targeting them. Start reaching out to the prioritized influencers on the phone and via e-mail. Explain why your company is different and why they should…