12/14/20 – The Marketing Fix

FIXYR’S VIEW: Hinge summarizes the results of their updated study on “Visible Experts”. In this summary they answer questions from the study results including,

– What are the different types of Visible Experts?

– How does becoming a Visible Expert impact ability to attract referrals?

– Earning potential correlation to visible-expertise?

– What does it take to become a high-visibility expert?

– Where do you start?

– How do you know where to focus? and

– What are the best ways to build visibility?

This is a “must read” for any firm that provides professional services.

FIXYR’S VIEW:

Analytics driven case studies are the best way to learn from someone else’s marketing. With examples from a law firm, software company, gym, and pain management physician, Meclabs does a great job of bringing together 4 different case studies, along with supporting analytics, that cover how creative, value propositions, and something as simple as changing call-to-actions (CTAs) can improve marketing performance drastically.

FIXYR’S VIEW: It’s not easy, but it can be done. Local firms can outrank large brands at a local level if they understand the analytics and ranking factors required.

Early in 2020, Renogy approached Tuff (a friend of Fixyr’s) to handle all of their SEO needs for their US and international websites. Tuff analyzed all of their existing websites and put together a comprehensive SEO strategy to increase organic traffic and revenue. This article describes how they did it.

FIXYR’S VIEW: Marketing is a game of attention. You must differentiate your company to get it, yet hardly anyone does.

In this great read by CXL, they discuss why differentiation is so hard, and what differentation strategies can look like.

FIXYR’S VIEW: In this article Customerthink.com summarizes a recent research study from TrustRadius on the B2B Buying Disconnect (full report available at https://www.trustradius.com/wp-content/uploads/b2b-buying-disconnect-2021.pdf).

There’s a number of great takeaways from this study but some of the ones that stood out for us were,

– Due to the pandemic and data security concerns, buyers now spend more time researching products. 33% of buyers spent more time researching products in 2020 than they did before the pandemic.

– The average buyer uses 6.9 information sources to make a purchase decision, a 35% increase from last year.