Every human has their own "lens" that's been beveled through their past, so if you think you know your audience, you're lying to yourself. So why not consider include your customer in the naming of your startup? Google AdWords, at your service.
I read over 270 marketing job descriptions, found 5 repeated qualifications, and matched them with free certifications from thought leaders like Wharton Business School to give you no buts from getting the role you've always wanted.
Question: what analytics tool is the perfect combination of quick, proves return on investment, and digs past vanity metrics? The cohort analysis. Learn the power of this deceptively simple tactic for your startup.
Horrible marketing rears its ugly head constantly: a homeless man begs for a buck, street vendors harass tourists to buy Crocs, and my favorite, flight attendants sell credit cards during flights, repeating the same, canned opener.
Dare I say, the digital world is no different?
CPO of Adobe joins a regarded design organization and approaches a fellow member to comment on the slow pace of their board meetings.
The member remarks, "Scott, the reason this org has been around for 100 years has been from moving slower, thinking long & hard about our decisions, and building it to last. Things move different around here and I suggest you adapt."
How do you blast past 1 million others who are trying to be an expert, thought leader, or influencer in the same field?
The answer lies closer than you think.
Lifer: a person who has made a lifelong commitment, usually in a certain career.
Some of the most influential humans in recent history have made powerful statements by doing the complete opposite and bestowed powerful marketing lessons along the way.
Like who, you say?
With their sharp marketing and simplistic designs, they seem to have come out of no where: MVMT, Warby Parker, Casper, Everlane.
Where the hell did all these direct-to-consumer companies come from and is there any room to begin your own? There is more hope than you think.
In the early days of a startup, you should deliberately take action to grow your business that DOES NOT scale. Why? Because 1:1 communication is invaluable.
Look, I'm not here to tell you to "go to networking events" but to share some of the more creative yet effective tactics to grow your customer base in a non-scalable, low-cost way.
As much as paid acquisition is powerful, the cost of acquiring customers WILL become more expensive over time through it.
Enter engagement and retention, your saving grace.