by Margaret Johnson | Buyer Personas, Lead Segmentation
It seems counter-intuitive, doesn’t it? How could narrowing your niche actually broaden your reach? If I had a dollar for every time I’ve heard a marketer say “But if I get too narrow, I might miss someone who will buy my stuff,” (or words...
by Margaret Johnson | Buyer Personas, Lead Segmentation
If you are a person who throws all the clothes into the washer without sorting out colors, temperature requirements, and dirt levels, you might not get this post. If, on the other hand, you wash your whites only with other whites, and your fancy delicates with cool...
by Margaret Johnson | Buyer Personas, Email Marketing, Engagement Marketing
Do you respond to every email you receive? Of course not! But let’s be honest – so many marketers put the same kind of message out, time after time, hoping that some sort of result will occur. Well, it’s true – you will get some responses. But...
by Margaret Johnson | Buyer Personas, Lead Generation
What do you do when you want to attract leads who are perfect for you or your business? Leads who could become your customers? And not just any customers, but the kind of customers you really want to have? You know, of course, that everything starts with traffic....
by Margaret Johnson | Buyer Personas, Content Marketing, Engagement Marketing
In my last blog post, Sales and Marketing – Explaining the Disconnect, I introduced you to the Why Chain, a concept that I originally developed as a way for organizations to understand the difference between real outcomes and red herrings in a decision process....
by Margaret Johnson | Buyer Personas, Content Marketing, Content Strategy
Throwing spaghetti against the wall to see what sticks doesn’t sound like a great idea, does it? In fact, it can really mess things up. Without a good, solid content strategy, content marketing becomes an exercise in throwing content at leads, hoping something...
