Actionable Marketing Guide Newsletter – 2018: To Life!

Published: Tue, 01/02/18

actionable marketing guide

Dear ,

Happy New Year!

I’m totally excited about 2018! I look forward to it as a year of rebirth. In Jewish tradition, eighteen is a lucky number because hebrew uses the first letters of its alphabet for numbers. The letters for 1 and 8 make up the word for life.

In the last days of 2017, I shopped gym memberships before the annual January price hike to support my goal of getting more exercise. Instead of making a quick decision between 2 nearby options, I found myself confused.

The one I thought would be less expensive had streamlined its purchase options making it pricier by a few hundred dollars. Further the additional fees and cancellation policies didn’t make sense.

What surprised me was that neither of the membership specialists (aka: sales people) cared about whether I signed up or not. I asked one about how he was compensated and learned that he had met his quota for the year end promotion a week ago.

The result: I put off the decision.

Marketing lessons:

Make your pricing too confusing and you risk that potential customers don’t buy.
Give your sales people additional incentives to bring in new customers.

Before I close, I want to give a shout out to Content Marketing Institute’s Joe Pulizzi as he starts his one month sabbatical after leaving the company he started 10 years ago. Pulizzi transformed how we approach marketing from pushy selling to trusted content. If you haven’t read one of his thought changing books, I suggest that you do.

If you’re seeking to expand your knowledge of social media and related content creation, please join me at Social Media Marketing World in San Diego. This year, Social Media Examiner is celebrating content creators with a special, lower priced option (that includes my content creation session!)

Happy marketing,
Heidi.

Heidi Cohen
Actionable Marketing Guide

Social Media Marketing World 2018 Join me at:

Social Media Marketing World 2018

Brought to you by Social Media Examiner, this is the conference for anyone wanting to learn how to make the most of social media and meet the companies and experts in the field.

Join me at this exciting event. I’ll be speaking about Content Creation.

This year you have a wider choice of attendance options:

All Access Pass. Allows you entry to all of the sessions and parties. It’s the traditional offering. This is good for people interested in social media who want all the networking benefits of the parties and gatherings. Learn More.
Content Creator. Is tailored to content creators. Its lower price point helps content creators on a budget. It limits your attendance to creation sessions (including mine) and the general sessions. Learn More
Virtual Ticket. Gives you all of the conference content from the comfort of your computer. You don’t need to leave home. It saves you on travel as well as other live expenses. Learn More

Don't delay – Register Now and Save! (affiliate advertisement)

RECENT POSTS ON THE ACTIONABLE MARKETING GUIDE

5 Top 2017 Marketing Trends And 2018 Marketing Implications

Posted by Heidi Cohen in Marketing Strategy

To understand the 2018 marketing implications, let’s examine the 5 Top 2017 Marketing Trends.

The 2017 Top Marketing Trends were driven by 3 key challenges (Hubspot 2017):

Generate traffic and leads
Prove marketing ROI
Secure sufficient budget

Continue reading

Chief Marketing Officers at Work – Book Interview

Posted by Heidi Cohen in Marketing

Heidi Cohen Interviews Josh Steimle

Chief Marketing Officers at Work

Q: What’s your best piece of advice for readers looking to improve their marketing?

Get empathy.

The CMOs I interviewed in my book “get” their customers in a visceral way that allows them to create marketing campaigns that could never come from a focus group, market research, or data. Not that those tools aren’t valuable, but empathy trumps all.

Continue reading

HEIDI COHEN AROUND THE WEB

For those readers interested in content marketing, please check out the 2018 list of forecasts.
Need a boost with your social media marketing, then check out this roundup by Social Media Examiner’s Lisa Jenkins.
Heidi Cohen offered her predictions for 2018 in Content Marketing Institute's annual roundup post: Are You Ready for Content Marketing in 2018? 60+ Predictions.
Scroll to the end of Steve Rayson's Buzzsumo article: The Most Shared Facebook Content 2017. The Top Viral Posts, Videos and Articles to find Heidi Cohen's "Expert Reflections" on Facebook along with some useful actionable marketing tips.
Heidi Cohen makes an appearance in LinkedIn's video: LinkedIn Presents the Future: B2B Marketing Edition.
Heidi Cohen contributed her 2018 marketing predictions to BrandWatch's article: Marketing Trends for 2018.

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Photo Credits: Working New Years Eve by Anthony Quintano via Wikimedia Commons | cc-by-2.0