Becoming a better marketer
• Are we becoming more memorable ? (Aided and unaided brand awareness surveys)
• Are we more appreciated ? (Brand sentiment surveys)
• Is our brand point of view part of the conversation in our industry? (Share of voice percentage)
• Do more people have the opportunity to interact with us? (Brand reach score)
Shannon Deep • 5 Things B2B Gets Wrong About Brand
What to measure brand awareness on
Brand is emotional. It’s aspirational. It makes me feel like my choosing your brand says something about me . If you're only speaking to logic, you're missing half the brain.
Shannon Deep • 5 Things B2B Gets Wrong About Brand
The best guarantee when building an audience is using tools you can control, and building a brand/product people love – one they won't forget if it suddenly disappears from their feed. One they will seek out on their own.
The DESK Magazine • "You've been banned."
Once you start gathering data about what’s working and what isn’t, you now have a decision to make.
Nicolas Cole • The Art and Business of Online Writing: How to Beat the Game of Capturing and Keeping Attention
Start by writing in different categories
If it can’t be measured, it gets cut.
If it can be measured, it gets over-optimized to death because experimentation is verboten.
The result? Marketing that’s predictable, forgettable, and easy to ignore—and not actually that performant after all.
Shannon Deep • 5 Things B2B Gets Wrong About Brand
Let what’s working in sales dictate your brand, and messaging gets diluted. Strategy gets bypassed. Consistency is nonexistent.
Shannon Deep • 5 Things B2B Gets Wrong About Brand
Apps age. Trends change. New tech changes the game. How do you stay consistent without going stale? It takes more than a good idea and skills. It takes character. Restraint. Nerves.