Lead Generation vs. Digital Presence
A pure lead gen focus leaves you a slave to natural demand cycles, and Google advertising auction prices, which is neither consistent nor affordable.
A pure lead gen focus leaves you a slave to natural demand cycles, and Google advertising auction prices, which is neither consistent nor affordable.
In 2004 my boss excused our poor sales performance on the Iraq war. Before that, it was a hurricane. And before that, it was the dot com bubble.
Netflix better take care not to fall for the same mistakes Mr. Goizueta made with the launch of New Coke.
When we understand that objections come from 1 of 6 things that are missing, we are better equipped to fill the appropriate void. The trick is to read between the lines.
Imagine somebody wants to document your (presumably) unique company culture. You invite her to one of your morning meetings. Now, does her observation confirm or contradict your ads?
Some of you are trying to achieve a goal. That goal has an aspect of time. To double the sales volume by 2025… To buy our biggest competitor by the end of year…
When almost no one is in the market for what you sell — i.e., when it’s slow season — then almost no one is searching on relevant keywords.
Don’t try and beat your competitor at their game. Change the rules.