As an inbound marketer, I’m always trying to put myself in the shoes of my client’s buyer personas. As HubSpot often states, “buyer personas help you understand your customers (and prospective customers) better.” So if I’m writing an email subject line, for example, would I open something in my inbox if it had a short, vague title? Or, if I’m promoting a video, would I want to watch an ad before it starts? There are countless scenarios like this and they all come with a big question:
Should you do what the buyer persona wants or what’s best practice?
Known as “The Father of Advertising,” David Ogilvy is the founder of Ogilvy & Mather, one of the largest and best-known advertising agencies in the world. He was an ad man from the 1940s to 1980s. Born in England, he later started his agency in the United States in 1948. The agency’s client list included huge names, such as Sears, Shell, General Foods, American Express and Lever Brothers.
Unless you’ve been living under a rock, chances are pretty good that you’ve heard of Netflix’s creepy-cool 80’s throwback show Stranger Things. (Full disclosure: I unashamedly binge-watched the entire season a few weekends ago.) It’s been more than six weeks since the show made its debut and it now has a 95% rating on Rotten Tomatoes. While the show’s quality and almost-universal praise are remarkable, what’s truly impressive is the way it’s been marketed.
There you are, scrolling on Instagram, occasionally throwing out a like or two (and feeling oh-so-generous for doing so). As you make your way through the feed, you admire witty captions, laugh at posts of dogs looking nothing less than adorable and generally begin to unwind as you catch up on what’s happened in the world the last ten minutes. But wait, you’ve been scrolling for a while now; shouldn’t you be caught up? The answer is no. You’ve been bombarded with sponsored posts from actors and actresses, athletes and wannabe models. What’s happening?
You’ve just crossed over into… The Influencer Zone.
Whether your company employs an outside marketing agency or does everything in-house, you’ve likely heard of the term “agile marketing” — if you haven’t, even more reason to read on! Implementing the scrum methodology through agile marketing is creating a buzz in the marketing world, and with good reason. If you’re wondering whether the conversations are something you should tune into, ask yourself the following questions:
If you’re a small business owner, keeping your list of email contacts up to date and tagged with attributes can be daunting work… but never doubt how important it is! According to HubSpot, the average list degrades by 22.5% per year. This means that Joe Smith is no longer with ABC Company, so his email is no longer any good. And it’s easy to see why: in April 2016 alone, 5 million employees separated from their employers, according to the Bureau of Labor Statistics (BLS). That’s 3.5% of the population.