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How User Personas Are Like Characters In A Movie

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Photo by Major Tom Agency on Unsplash

Photo by Major Tom Agency on Unsplash

 

User personas are a foundational building block to any successful marketing strategy. They help you identify your ideal customer and how to most effectively reach them. While researching and creating a series of nuanced user personas can sound daunting or like another dry assignment to check off the to-do list, the research can be eye-opening. It helps to inform your positioning, messaging, targeting, and even product development in significant ways over time.

User personas play into everything you create: from your brand messaging and visual identity, to a campaign strategy and content plan. They capture basic demographics like age, gender and location, and go a step further to capture your ideal customer’s background, interests, and character traits.

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The Battle Of Brand Awareness & Performance Marketing

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Photo by James Pond on Unsplash

One of the most valuable and satisfying experiences a performance marketer can have in their career is scaling a growth operation from scratch. At Matrix, we went from spending $0 to a number that represented positive, baseline growth for PowerWatch. As head of marketing, I can attest to how rewarding that experience was and how important the phase was in building foundational growth for our company.

There are all kinds of shortcuts on the road to growth. Shortcuts are by no means fatal, but they do step around the critical early stages where investment in performance marketing is key.

Companies will outsource marketing to an agency, or buy cheap traffic from non-core markets to prove out vanity metrics. They’ll hire a brand-focused CMO to build out a massive marketing team – and discount performance marketing completely. Again, these things aren’t fatal, but long-term growth ultimately means investing in a combination of areas that function together in order to scale a product to its maximum potential.

The growth trajectory for a startup typically looks something like this:

Over time, it looks more like this:

In the beginning, performance marketing acts as a flywheel to push the business from one stage to the next. Later, brand marketing comes in to serve the goals of the company as it begins to grow and mature. (for example, when LTV becomes equally important as conversion.)

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Being Agile

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Your marketing team needs to sync with your dev team. Marketing tools and campaigns need to be updated all.the.time. And often a dev is needed.… Read More »Being Agile

How YouTubers are Changing the Job Market

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Image: Pexels.com

Guest post by Lucy Wyndham

The Internet is revolutionizing the way that we do business in multiple sectors, but few markets have been affected as much as the entertainment industry. The rise of online streaming services has increased the number of cord cutters who are choosing to abandon traditional cable in favor of online content. YouTube was one of the earliest hosting and streaming services available to the general public, launching in 2005 and quickly gained popularity among Internet users. Now, more than 50 million YouTubers create content ranging from amateur instructional videos to professionally crafted animations. Here are some of the ways that the rise of the YouTube age is helping lead to a healthier job market for video editors who are hoping to make it in the entertainment industry.

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Leveraging Digital Marketing Tools to Promote Your Small Business

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Guest post by Lucy Wyndham

Whether you’re a solo freelancer or the owners of a small business, understanding the right way to leverage numerous digital marketing tools will help you achieve success. After all, 45% of small businesses report that they don’t even have a website, which is astonishing when you think about the fact that the majority of consumers search for and find businesses online. Having a website is only one way to reach those consumers, and figuring out how to use other digital tools will leave you and your business thriving in no time.

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6 Simple Growth Hacks to Explode Your Amazon FBA Sales

Photo by rawpixel on Unsplash

Whether you’re a new or an experienced seller on Amazon, your goal is to make more money and run your business more efficiently.

Enter the concept of “Growth Hacking.” The term was minted by entrepreneur Sean Ellis to describe the sustainable growth approach used by hyper-growth companies like Airbnb, Amazon, and Slack.

Growth hacking is a process of analyzation, rapid trial and error, and product development to identify the most efficient ways to grow a business.

We’ve compiled 6 growth-hacking strategies that can be implemented into your business model quickly. These ideas are designed to grow sales, expand branding, and give you a hand up over competitors.

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Apple Search Ads And Mobile Acquisition: A Primer

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An example of how an ad now appears in the Apple App Store

An ad in the Apple App Store

Apple recently launched Apple Search Ads, the first paid advertising channel for the App Store.

The platform has demonstrated notable success to-date. Initial findings show that these types of ads deliver quality users at scale with solid retention.

Bottom line: Apple Search Ads show huge potential.

This is in comparison to other install acquisition channels, for example advertising on mobile ad networks.

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Why Digital Marketing Is The Future (And The Future Is Now)

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Is building a product actually easier than marketing the thing? Some would answer yes. Perhaps it depends on what you’ve set out to build. (Yo, anyone?) On one hand, while marketing has become easier due to more methods at our disposal and advanced tools for measuring impact, the holistic idea of “marketing” as a whole does have its challenges.

For one, marketing departments don’t have a template to follow. There are no feature sets, no assigned tasks in Jira, no testing build to see if the features actually work.

That’s not to say that building a quality product isn’t challenging — it’s been reported that  less than 0.01 percent of consumer mobile apps actually find financial success. The argument is then reversed. Is marketing to blame for this unfortunate rate of success?  Perhaps.

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