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Making Your Brand More “Conversational.”
by Dan Gershenson
So true.
Why can’t we talk to potential customers as if we were sitting across the table from them?
I believe we can. I believe we have to.
Instead, brands look at their audiences as a set of statistics rather than a one-to-one conversation. And it’s little wonder why they often wind up sounding like they’re talking to a set of statistics. Why? Because there’s a fear that your brand might not sound professional?
First of all, if you don’t make it conversational enough, there’s just as much risk that your brand might sound professional and completely non-captivating. Secondly, you can be professional and relate to the audience at the same time. It’s not impossible. Third, conversational doesn’t necessarily mean so loose that it’s off brand in some instances.
It’s time to err on the side of talking like a human and sounding less like an ad. There’s nothing wrong with ads. Just ones that are dead-ends for making meaningful connections with their ice-cold tone.
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The Fractional CMO
Do a search for your name, your company name, your product or service names. Whatever you find on page one in the Google SERPs amounts to a significant collage of how your brand is seen in the wild today. See, it doesn’t matter if your best client tells their best friend you are the most […]
The post Page One on Google Is Your New Business Card appeared first on Caliber Brand Strategy + Content Marketing.
For local businesses, ranking your business in Google My Business (the Google maps 3-pack) can be the difference between thriving and merely surviving. All Google products evolve as they find ways to make search better and, let’s face it, make more money from that fact. There are a handful of factors that Google uses to […]
The post Google My Business: The Key to Ranking Your Local Business appeared first on Caliber Brand Strategy + Content Marketing.
Look, if you’re a local business, meaning most or all of your business comes from customers living in your community, you must get very serious about local SEO. Don’t worry, ranking locally for the kinds of things your prospects are looking for isn’t rocket science, but it does take a serious commitment to a handful […]
The post The Local SEO Playbook – Your Guide to Local Rankings appeared first on Caliber Brand Strategy + Content Marketing.
The conversation was going well. We felt like we were connecting at the same level. The prospect had gotten to know me and appeared to feel great about my understanding of his process, goals, etc. Then came the question. I’ve received it many times before. “Do you have any experience in our industry?” Years ago, […]
The post “Do You Have Experience In Our Industry? No? Cool.” appeared first on Caliber Brand Strategy + Content Marketing.
“The Client Is Always Right,” they say proudly. Nah. If the client is a soul-sucking, verbally abusive monster who makes you feel less than dirt, they’re not right. They’re Energy Vampires and you need to kill them. Not literally, of course. I mean fire them. Tell them to exit, stage left, out of your life.
First, watch this short video on “How To Hire A Marketing Consultant,” from John Jantsch of Duct Tape Marketing. We think it’ll share a great point of view on ten things you should be looking for in a marketing consultant so you can start your search off right. To John’s points, we’d like to expand on […]
The post Ready To Hire A Marketing Consultant? Here’s 10 Things To Look For. appeared first on Caliber Brand Strategy + Content Marketing.
I recently came across a firm that claims supreme expertise in brand strategy, content, graphic design, web development, SEO, advertising, public relations, video and business operations. Oh really. Is that all? Some web development firms say they are also experts in SEO. Fair enough. But oh, by the way, they also do content and graphic […]
The post Agencies Offering Too Many Side Dishes With The Meal appeared first on Caliber Brand Strategy + Content Marketing.
Big or small, traditionally focused or digitally focused, only one kind of agency will be left standing in the future: The nimble one. There is a grim future for agencies that have a process that looks like so: Writer and designer team get Creative Brief. Writer and designer concept, concept, concept, concept, concept… Eureka! They […]
The post The Future Favors The Nimble Agency appeared first on Caliber Brand Strategy + Content Marketing.
There’s a popular excuse that many agencies make for themselves when it comes to developing their own brand that has to do with “the cobbler’s shoes” and basically how we’re all like a shoemaker who makes shoes for every customer except his own children. I should know. I used to make this excuse myself. But […]
The post You’re Ignoring This Client The Most. appeared first on Caliber Brand Strategy + Content Marketing.
There’s a Facebook community I was recently excited to join, led by one of of the people in our industry I truly respect. Within two weeks, I found I had to leave it. It wasn’t largely the group leader’s fault. It was the people who killed it from within. Why? The entire mission of the […]
The post Carnival Barking and Rapid Fire Posting Chaos: Improving Online Communities From Within appeared first on Caliber Brand Strategy + Content Marketing.
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