How do you know if you’re charging the right price?
“You have the right price when people complain, but they still buy.”
MJ Peters explains how to get there in this LinkedIn post.
Single-product Company VS Multi-product Company Positioning
April Dunford, positioning pro and author of Obviously Awesome, says it breaks it down like this:
For a single-product company, your company positioning equals product positioning.
Once you grow to become a multi-product company, you have some choices to make. She walks through some examples of how it can be done—including a cascade approach, a suite approach, and a lead product approach—here.
My takeaway: There is danger in overcomplicating positioning.
Looking Forward And Looking Back
It’s that point in the year when people predict the next year’s marketing trends and challenges.
Looking Forward
If you could narrow down marketing trends that have the potential to make the greatest impact on marketing in 2023, what would they be? Shann Biglione, writing for The Drum, says they’re:
Similarly, Caroline Forsey lists 7 challenges you can expect in the coming year (as well as how to prepare) in this HubSpot article.
Looking Back
The Marketoonist has officially been in publication for 20 years now. Tom Fishburne shares a little of what he’s learned as well as some of his iconic cartoons here.
Best insight?
“Marketing is constantly in a state of flux, with an endless stream of shiny new things to distract us. But the more things change, the more they stay the same.”
Do you know the difference between branding and brand identity? In this Marketing Profs article, Tanhaz Kamaly explains the 5 key differences. Note: You may need a free subscription (worth it) to read this.
Align Marketing, Product, And Sales
This issue of Lenny’s newsletter introduces Emily Kramer’s framework for ensuring marketing drives more impact.
Learn what the GACCS framework (Goals, Audience, Creative, Channels, Stakeholders) is and how to make it work for your team here.
Discovered via Really Good Emails.
As marketers work to explore the metaverse, “phygital” marketing (or the blend of digital and real-life experiences) is emerging. Asa Hiken expands on the idea in this Ad Age article. Note: you might need to subscribe to read the full article.
Discovered via Smart Brief on Social Business.
Zapier became profitable 2 years after launching, and now it’s worth millions. In this LinkedIn post, Camille Trent shared 4 early-stage marketing takeaways:
Be Inspired
Needing some marketing inspiration? Here are 3 resources that may give you the spark you need:
Fix Your Flawed Marketing Plan
Can you summarize your marketing plan in one slide? Cassidy Shield reveals how most marketing plans are flawed and offers a framework for creating one that is actionable and actually worth implementing.
Is your marketing strategy still based on the funnel? Brian Balfour explains why it may be time to ditch the funnel and focus on growth loops.
The example he offers:
“The driving force behind Pinterest’s growth is the following loop:
- User signs up (or returns)
- They activate you on the product with specific/relevant content
- You save new content or repin existing content which gives Pinterest quality signals
- Pinterest distributes the quality content to search engines
- A user finds the content via search engines and either signs up/returns (see step 1)”
Discovered via Raisin Bread.
