Fractional CMO & Growth Consultant | Tweets about marketing & growth | Prev @Mozilla, @99designs | Retired AeroPress competitor ☕️ 🏆
Berlin, Germany
Joined May 2012
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Building a brand is hard.
Teams often have different understandings of where a brand stands and lack common language around how it differentiates itself.
Everyone might think they are aligned, but until you get something down on paper, there’s a lot of room for ambiguity.
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Being able to communicate clearly and authentically is a skill that can be cultivated over time with practice.
As an introvert, I tend to listen more than I speak and focus my energy on where I can have the greatest impact.
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An underrated growth hack for most marketing decisions is taking a moment to consider:
- What’s the intended impact?
- What’s the estimated effort?
- How does this weigh up against the rest of the backlog?
This will keep you and your team focused on the right priorities.
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Does it resonate?
This is where marketing frequently goes wrong.
If your message doesn‘t connect with your audience‘s desires and level of awareness, it won‘t make an impact.
It might sound clever and please stakeholders, but it won‘t bring you forward.
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What's the impact? How much effort is required? Does it help us get closer to reaching our goals?
Taking a moment to consider these questions really helps you to stay focused on the things that matter.
Growth hacks often act as distractions.
They provide little value if you don't have the right foundations in place.
Building solid digital foundations > Searching for wishful silver bullets
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Blue Ocean Strategy is a game changer in competition mindset.
Best takeaway: Consider the context in which your product or service is used.
What happens before, during & after? What are the painpoints? How can you can you eliminate these through a complementary offering?
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Timeless advice on persuasive messaging:
„The way to get people to care is to provide context“
- Chip & Dan Heath, Made to Stick
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Do your homework.
Timeless advice from Ogilvy on Advertising:
1. “Study the product you are going to advertise.
2. Study your competitors' advertising.
3. Get to know your consumers."
This is essential to creating a successful campaign & connecting with customers.
Remember your first side-project?
My first foray into digital marketing was an SEO internship back in 2009.
In the beginning, I knew very little beyond what I could find on blogs such as SEOmoz (now Moz).
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“It’s just a brand campaign, you can’t measure it.”
It’s a popular (yet inaccurate) maxim that I’ve heard repeated over the years.
Setting channel-specific KPIs, tying them to budgets, establishing goals, and measuring progress is the only way to learn & build better campaigns
@Avis After years of loyal custom, I’m sincerely shocked and disappointed by the lack of customer care and service. I’ve waited two months, had three ignored emails and still no response to a serious claim of dishonesty at one your branches in Bari. #20653177.
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Less is more! teapaw.org/buzzsumo/status/834053…
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