Bradley H. Smith >

My marketing booklist (go grab your readers)

I met with the leaders of a large marketing team yesterday, and the topic of favorite marketing blogs and marketing books came up. Sure, we all dropped names, like they were peanut shells at a ball park, but on the drive back home -  it did make me consider my favorites in a sincere manner. Here are the books currently on my shelf. 

Here they are in no specific order other than subconsciously. 

While technology might change, the rules of smart marketing never do. These books are classics and are must reads. Ogilvy had great respect for the customer and the content. He believed in the power of creative. 

Our online marketing DNA is based on the principles in this book – if you haven’t read it, you should. It marked a turning point in marketing... stopping the incessant hard push of information to your audience.

Both these books are 100% relevant today. As a marketer, you must break through and get your audience’s attention.

Another classic. It's about out-thinking competitors. 

If you know me, you know I go guerrilla on occasion. You have to when you're building your brand up from underdog to top dog. 

Clean. Concise. Polite. 

You damn well know my view on THIS leading book. 

These three were generally good train reads. I tag them as "good reminders" on what we need to do. 

Not a marketing book. Just the first "mature" book I ever read that was not assigned in school. Read it this summer. 

8 wicked pissah smart marketing tips for startups

These past few months, I have been meeting with Boston based incubators and VC firms. We’ve shared ideas and tales of success and woes of failures. Transparent insights to help startups.

As a startup, the biggest mistake you can make when building your company is failing to develop or implement a clear marketing strategy. As you probably already know, you can’t build a profitable business by simply conceptualizing, creating, and launching a great product. It takes much more than that to succeed. You have to connect with your audience, tell your story, build trust, nurture leads, and ultimately convince people that your product or service can help make their lives better or their jobs easier. To do it, you have to invest serious time, energy, and money into developing effective marketing strategies. 

You don’t need to be Boston-centric genius-savant to work these wicked pissah smart marketing startups tips. 

WP Smart 1: Set goals that are hard to achieve. Easily achievable goals are great morale boosters for your team, but they won’t help you scale your startup.

WP Smart 2: Know and listen to your audience. Let your customers guide your marketing strategy. Know what matters to them, where they spend their time online, what problems they need help with, what they think about your company and the product and services you provide, etc.

WP Smart 3: Don’t do what everyone else does, do what works. It’s tempting to go where every other startup is going and implement the same strategies as everyone else, but don’t do it. Instead, implement strategies that work. If Facebook isn’t right for your business, don’t sweat it. Invest your resources where they’ll make the most impact.

WP Smart 4: Hire people who are smarter than you. It’s the best way to build an amazing team of marketers. As a founder, you can’t do it on your own. Go out of your comfort zone and learn to trust people who know more than you do.

WP Smart 5: When you see an opportunity, don’t miss your chance to double-down. You might be presented with an opportunity to spend $10K on a marketing campaign, and that can be scary. But if you have the budget and you think you’ll get the return you’re looking for, do it. Don’t hesitate—when it comes to growth hacking, content marketing, paid advertising, and PR, opportunities can often disappear as fast as they arrive.

WP Smart 6: Alway go lean first, then spend time and money refining. When it comes to marketing a startup, the key is to spend as little resources as possible when testing tactics. This allows you and your team to launch more tests in less time in order to land on opportunities that can move the needle and spark growth. Once you have proven a tactic or idea to be successful, you can then invest more resources and time into refining and doubling down on your efforts.

WP Smart 7: Don’t be afraid to fail. Marketing moves fast. Each day there are new ideas and strategies being introduced and written about by companies everywhere. As a startup founder, it’s important to understand that testing a lot means failing a lot—and that’s OK. The key is to walk away from every test—successful or not—with learning that you can apply to your overall strategy going forward.

WP Smart 8: Be authentic and show people that you actually care. You can launch all the marketing strategies and tactics you want, but at the end of the day, if people don’t trust you or think you’re being genuine, you’re never going to get anywhere. Become a master marketer, but never forget the golden rule.

Remember: I am Good Brad (job) Hunting. www.iBradley.com 

Truth makes B2B transparency the opposite of invisible

Driven by my investor relations evangelism, I have written a lot about transparency, especially digitally speaking.

One of the foremost modern business thinkers on the topic (other than me, of course) is Donald Tapscott, who first wrote about it the digital economy in 1997 in his book simply entitled The Digital Economy. He has advised many global organizations on the economic and social impact of truth and openness on today’s innovations in digital technologies.

Take a coffee break and listen to Tapscott’s momentous TED Global talk in 2012 on the concept of Radical Openness.

He offers a compelling perspective on why the world and businesses must embrace — as oppose to resist — radical openness and transparency.

There are several elements B2B leaders can begin to implement to foster openness and transparency with their customers and potential buyers:

• Drop the old push versus pull mindset. The conventional mindset regarding push versus pull in marketing is prevalent. However, most of this mindset takes place outside of the wall representing openness and transparency.

• Develop a porous collaboration mindset. Develop organizational thinking around how to engage customers and buyers in open collaboration. Open collaboration means the wall comes down and there is a sharing of challenges as well as multiple networks to arrive at solutions.  Collaboration is not a fanciful idea.  An IBM Global C-Suite Study showed that 72% of CEO’s in outperforming organizations have built organizations, which collaborate closely with customers.

• Practice true transparency. As Tapscott points out, there is a difference between collaboration and transparency. Which involves the open sharing and communications of relevant information to customers and buyers.

• Conduct immersive research with buyers. To truly help as well as empower customers and buyers, via collaboration and transparency, B2B organizations should be involved in in-depth, immersive understanding of their customers and buyers.

• Rethink how to communicate with customers. Shifting from a push versus pull mindset means shaking loose from conventional means of communicating with customers and buyers. Embracing the creation of open as well as immersive experiences – allowing customers and buyers true paths of honest and open dialogue.

As we look ahead towards more radical changes in the digital economy, B2B organizations can look ahead to more openness and transparency demands by their customers. One thing we can be sure of, as the mentioned McKinsey survey points out, is buyers will be placing more emphasis on trust and openness in their evaluations and purchase decisions.

Now is a good time to start the process of openness and transparency. Otherwise B2B businesses may inadvertently create an immovable wall between themselves and buyers.

 

Get a wide variety of titles and perspectives when collecting professional recommendations.

Whether you create a personal CV site (like my site here) or use LinkedIn, be VERY strategic on who you ask for recommendations. Get a true blend of people you reported to, people that reported to you, people you were peer to and key business influencers. Ask folks for detailed thoughts on working with you, not general platitudes.

 

If you're in marketing, creativty is the "unspoken" testomonial. Don't let LinkedIn be your style.

Small businesses need a big purpose, too

This morning, taking my annual May Pilgrimage* to one of my favorite shops, the Grafton Country Store, I was again overcome with pleasure for the success of this small business.

Each time I walk into the shop, I viscerally feel its success. I am always cheerfully greeted by the store owner, we chat it up – leaving me always impressed with her grasp on the business. It’s so refreshing. She bought the business and is now in her third year of revitalizing a once sloppy and uninspired brick & mortar “brand.”  

She is obviously executing to plan. She is creating their brand.

^{_{*May Pilgrimage = 1.) Wedding Anniversary, 2.) Mother in-law's birthday, 3.) Wife's birthday, 4.) 5.) 6.) Mother's Day, 7.) My Mom's birthday. (Grafton, MA.)}}

Every business must have a clear purpose, no matter their size. 

There’s a snobbery in thinking that purpose, mission and vision statements belong to the realm of senior managers in big organizations.  

Of course, large organizations have a larger challenge of communicating a clear focus and purpose - to their swarms of employees - in a manner that creates a consistent company culture where everyone pulls in the same, defined direction. However, that’s only about the scale of the team, not the actual vison. Small business owners need to think about vision, at par, with big business.

The benefits of having a purpose for your business 

What is the purpose of your business? What did you set out to achieve at the beginning? For me, purpose comes down to finding the right balance between two forces:

• What you want to do for your customers and clients.
• What you want to do for yourself. 

Your mission and vision help to bring those two forces into alignment.

You want to give your customers great value for money but you also want to charge a high enough price to give you a big profit. (You also want to differentiate your business.)

How to create a purpose for your business 

First, you need to agree on your purpose in terms of customers and your business. Also, you need to consider it that is sufficient. It is for most small business owners, however, your purpose may need to include influencers including other stakeholders i.e. employees, investors or the community environment.

The purpose statement for your small business defines your company's core goals and purpose. The statement also forms the basis for your small business's brand and the promises your company intends to make to consumers.

A purpose statement is not a vision statement – which states says what the organization wishes to be like in some years’ time. It’s usually drawn up by senior management, in an effort to take the thinking beyond day-to-day activity in a clear, memorable way.  A purpose statement isn't as broad as a mission statement, which seeks to incorporate business strategies and procedures into the document as well as describe what business the organization is in (and what it isn’t) both now and projecting into the future. Its aim is to provide concentration for management and staff.

Instead, a purpose statement focuses primarily on the short message that will guide your company in formulating its business practices and procedures, without spelling out what those methods will look like when your business opens its doors.

 Don’t be vague 

Just because your small business's statement of purpose doesn't include your company's plans for business operations, doesn't mean you should be vague in crafting its language. Create a concise, sharp sentence that captures your purpose statement. Make sure that it is meaningful and specific.

It’s not… “Our purpose is to have many happy customers and for the owners to become rich.” That is meaningless and gives little or no direction.

The statement of purpose should describe the way in which your small business wants to become successful while carving out a place in the local business community. Focusing the statement with specific language can help your management team come up with strategies and methods to accomplish the goals your statement of purpose sets.

• What do we do?
• For whom do we do it?
• Why do we serve our clients in the way that we do?
• Why are we in this industry?
• Why did we start this business?
• What image of our business do we want to convey?

If you haven’t taken the time to sit down and figure out your business’ why statement, I highly recommend that you do so.  Having a clear purpose and focus for everything your business does is key making the shift from business to brand.  From how you speak to customers, to the connection your employees feel within the organization, to the decisions that are made along the way, an engaging purpose statement will bring it all together and insure your business’ success.

If you’re crafting a purpose statement, my advice is this: To inspire your staff to do good work for you, find a way to express the organization’s impact on the lives of customers, clients, students, patients — whomever you’re trying to serve. Make them all feel part of the success.

The operation (M&A) was a success, but the patient (brand) died.

I have lived through both sides of mergers and acquisitions, and from a marketing perspective, it’s both exciting and risk fraught at the same time.

In 2017, according to Thomson Reuters, deal-making hit $3.6 trillion - a record number of deals. And for 2018, Deloitte reports an accelerations of M&A activity is underway.

Yet, with all that energy, even the most reputable and profitable companies have their mettle tested during M&A. Year in and year out, KPMG research reports that shareholder value drops or remains flat for almost 70% of the deals signed. Think about that. Hours and hours of time, vast resources on finances, operations and logistics… for a flat result. Was marketing and brand adeptly worked into the models?  

The “deal makers” have sucked all the air out of the room to close the deal: calculating the marketing impact on the remaining brand is either neglected or placed low on the to-do-list. That’s more a reality than a critism.

Understanding the value of brand within monumental change is hard. Yet successful deals show it can be done. Whether a company is facing its first merger or final acquisition, the resulting organization will benefit as a brand and a business from upfront thinking and brand planning.

Brand strategies can clarify the business intent behind a deal, protect that intent throughout the process, and release new brand potential after the ink dries.

Asking questions in these six areas will protect and enhance brand value.

• Brand and the Bottom Line. In the event of a deal, find data to back up decisions on brand elements to carry forward. Working with facts vs. long-held beliefs is always better. Knowing how much a brand contributes to the bottom line helps determine—and justify—many things, including whether logos are removed, names are changed or products are retired.
• Strategy and Architecture. Times of change present opportunities to tell a fresh story and clean up portfolio overlaps that occur because of a deal. A brand’s experience will guide how much change is needed. CMOs who take defensive postures for fear of disrupting the status quo may miss opportunities.
• Names help companies tell a new story. Often, merging companies keep the name of the stronger brand. Other times, a new name conveys transformation.
• Visual Identity. Graphic changes reflect new vision, purpose and promise.
• Brand Experience. Create consistent experiences across all channels. Deliver clear, simple and relevant messaging for each audience. Customers are not investors, and vice versa. Some companies deploy acquisitions to help drive growth—uniting subsidiary brands under an overarching brand experience.
• Engagement and Activation.Employees champion brands and can be the most important audience during a merger or other deal. However, an estimated 20% of employees voluntarily leave companies soon after merger announcements. Losing valuable talent at vulnerable times endangers your ability to deliver on new as well as old strategies. To reduce unwanted talent losses, help employees embrace new visions and keep them engaged post-deal. 

Never Too Late

When corporations go through a major corporate merger or acquisition , CMOs must speak loudly about protecting and enhancing brand value. And they must speak early in the process.

A brand (new or combined) communicates the value of the enhanced company and serves as a focal point to simplify, amplify and transform. Companies cannot move forward without knowing where they are going. Brand helps companies get there with focus.

Which came first, the content or the SEO?

One of my clients and I had a fundamental chicken / egg disagreement. She wanted “blogs and content” and I repeatedly emphasized that I needed your SEO and keyword strategy first, otherwise “I am blogging without a goal.” Of course, thought leadership is always a blogging goal, but for a small company like hers, my position was that it’s best to set an objective and measurable goal of creating content for SEO first. Her niche was already deep in more established voices.

Content and SEO form the basis of content marketing, and you can’t have one without the other in a content marketing strategy.

The content side is your authority-builder, your trust-maker, and your relationship-forger. The content is what brings your potential customers, audience, and prospects closer to your brand so they’re more likely to engage in profitable action.

The SEO side, meanwhile, is your workhorse. It makes your content discoverable via search. It helps drive traffic to your content, bringing your potential audience and customers straight to your front door.

Just as content and SEO work together to form a content marketing strategy, they also work together to create the best possible SEO strategy. SEO doesn’t work without content. The connection between the two is reciprocal, so once you have both in place, they bounce off each other, build on each other, and can make your web presence climb.

How Content and SEO Work Together

Why does SEO need content marketing to thrive? As you’ll see, the relationship is mutually beneficial. You need both to move upward in organic search results.

A.) Content quality is an SEO ranking element

For your site to rank in organic search, there has to be something there on your site to warrant it.

Without content, a website serves no purpose. It has nothing to offer anyone. High-quality content provides the gasoline that keeps your site rolling in the rankings. It’s information, entertainment, or inspiration for your audience, sure, but it also provides fodder for SEO. After all, how do you rank for certain keywords? By inserting them into your content. How do you get people to link to you? With your awesome content that helps or enlightens them in some way. According to Search Engine Journal, content quality is a top ranking factor. If you don’t have it, you won’t earn a place in the search results.

SEO is nothing without content. That’s why sites with thin pages and shallow content do not usually rank well.

B.) Keywords drive SEO... and content has "all the best words"

Keywords are basic, topical indicators that tell search engines what your site is about. You used to be able to rank by simply inserting random, long lists of keywords on your pages, but Google eventually caught on to this practice and cracked down on it with multiple algorithm updates, including Penguin in 2012.

Now, your keywords and your content must intertwine seamlessly. You can’t have keywords on your page without relevant, SEO-friendly content.

Content provides the vehicle for your keyword usage, which sends signals to search engines about how to rank your pages and which terms to use. Think of it like this: Content is the container that carries your keywords. No content means no on-page keywords, which means no SEO.

C.) Optimizing your content gives your technical SEO its fuel

Pages with content that’s not optimized may rank accidentally, if at all.

For example, just writing a thorough, high-quality blog post without any thought for SEO may include natural keywords about your topic, but it won’t have them in optimal places. Ranking for a piece of content like this will be entirely up to chance. On the other hand, pages with optimized content are much more likely to rank, and rank well, depending on the topic and your competition.

Optimized content is a rocket booster for SEO. This must include:

• Using keywords correctly and in the right places
• Organizing the content clearly and logically with subheaders
• Making it easy to read on computer and device screens
• Optimizing your title and meta description

SEO needs content – and content needs SEO

You can’t separate SEO and content. They need each other to drive leads. Content provides the fodder that SEO needs for ranking your site pages. When you provide that content with a sprinkle of optimization, the search engines can latch on and position you advantageously.

One point, SEO optimization is very dull and nerdy – contract it from a firm if your budget allows. I’d suggest that before jobbing out your content.

Synch up with sales. (marketing automation byte 9)

Don’t make the mistake to think that marketing automation software replaces sales. Work, hand-in-hand, with the sales leaders to understand the traditional sales cycle and THEN devise how MarTech will prep prospects to seamlessly slide into the sales-to-close cycle. 

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About Bradley:

"Bradley Smith is one of only a few marketing leaders I’ve worked aside who truly partnered with sales, strategically and tactically. Together, we had the responsibility to rebuild the Vintage brand while continuing to propel it forward as a valued PR Newswire division.

One initiative converted our annual client contact renewal from a tedious phone and manual email process into a streamlined automated email process. Not only did his campaign generate over $2,000,000 with a single email, this saved my sales team hundreds of hours so they could focus their efforts on developing new opportunities.

Bradley’s consistent and creative thought-leadership, messaging and communication positioned my team for daily success. He is an incredible asset to any sales leader and made Vintage an eventual gem for acquisition."

Trevor Loe
Senior Vice President, Sales Manager - Toppan Vintage
https://www.linkedin.com/in/trevorloe/

PROFESSIONAL HISTORY: VP, Sales ~ PR Newswire/Vintage

Decide when to stop. (marketing automation byte 8)

Make sure that your marketing automation programing allows you to add or remove an individual from any campaign based on their behavioral data. This will prevent you from paying for unnecessary retargeting for prospects well into the active sales cycle and for obvious endless tire-kickers.    

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About Bradley:

"Bradley Smith is the most dynamic and dedicated employee ever in my charge. His marketing leadership and niche expertise was a keystone for the acquisition of Shareholder.com by the Nasdaq as well as the product, marketing and sales integration of the subsequent acquisitions that became Nasdaq corporate services.

He was vital to our internal communications, keeping staff and employees informed and connected with both positive as well as frank, hard messages. This was a critical function throughout our extremely aggressive M&A activities. Bradley drives transparency.

A fair but fierce competitor, he is extremely attuned and excited by top-line growth. In addition to an outstanding marketer, Bradley is a true sales enabler. During our working tenure at Shareholder.com and into Nasdaq, our corporate services revenue grew from $6 million to $72 million."

Douglas A. Ventola
Managing Director ~ Consilio LLC
https://www.linkedin.com/in/doug-ventola-a83b893

PROFESSIONAL HISTORY: CEO, Shareholder.com, SVP, Nasdaq, Inc.

Paid has a key role. (marketing automation byte 7)

Marketing automation should be combined with retargeting so that you can use the data collected to segment prospects on an individual basis and nurture each through the customer journey.

Equally essential - you’ll also learn where to STOP paying.

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About Bradley:

"The consistency and excellence of Bradley Smith’s marketing leadership and ingenuity played a very significant role in reshaping our brand and the business itself. Bradley’s day-after-day ability to create original and compelling content in a highly-regulated niche not only differentiated our brand, which he masterly re-launched, but also generated thousands of leads for the sales executives.

He became a true subject matter expert across our niche, communicating at par with securities lawyers, CFOs and key stakeholders within public companies. From a content marketing perspective, he expanded our influencer base from a few hundred to tens of thousands. Perhaps most importantly, he moved from concept to planning to execution without delay.

Bradley was an essential strategic element to our success and eventual acquisition. Every president needs a Bradley on their team."

Liam Power
President ~ Vintage, SVP ~ Cision
https://www.linkedin.com/in/liampower/

Measure. ROI. Duh. (marketing automation byte 6)

If you’re not measuring, you’re just sending spam – and you will lose funding (and support) from your CEO.

Use your marketing automation and/or MarTech stack software to calculate the return on investment (ROI) on your marketing outreach activities. Period. You must have the data to create the insights regarding what does and doesn’t work effectively.

Use your marketing automation dashboard to parse your outreach strategy and analyze individual campaigns in depth to adjust, define new A/B tests, etc.

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About Bradley:

"In my career, I have literally worked with hundreds of marketing and communications professionals worldwide and without a doubt, Bradley Smith is the most collaborative and confident executive I have had the pleasure to partner with.

His contributions to our industry events - Think Tanks, seminars, best-in-practices award galas – not only continually raises the bar his for brand, but for our brand as well. It also important to note that my editors and writers trust him as an unbiased industry expert. He is outstanding at maximizing the marketing opportunities and relationships placed before him."

Ian Richman
President and Publisher ~ Cross Border Ltd. / IR magazine
https://www.linkedin.com/in/ian-richman-60b22a11

Use a soft gate form. (marketing automation byte 5)

I am pro-gate, for most deep content, but keep the form VERY light… collect only the data you need for “the next step” in that persona’s journey. One option is to use progressive form methodologies: each time a cookie-identified individual returns for more content, the system recognizes them and requires one or two new questions.

PET PEEVE: do not deny content to “gmail” type email addresses. It’s not a lead qualifier nor will you prevent undercover competitors from getting your content. It’s rude to people who use gmail/yahoo for their own reasons.   

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About Bradley:

"I worked for Bradley on several projects and found his energy and enthusiasm to be infectious. My favorite attribute about Bradley is his strength to take responsibility and to fearlessly make a decision.

The entire company looked to Bradley for guidance."

Katherine Howe
Product Specialist ~ Nasdaq, Inc.
https://www.linkedin.com/in/klhowe

PROFESSIONAL HISTORY: Senior Account Manager, North America ~ Shareholder.com and Nasdaq, Inc.

Simplify the social. (marketing automation byte 4)

Social media is a Clear & Present component of marketing… your social media strategy must be integrated with your marketing automation. Work with marketing automation software that offers social media post scheduling. This will simplify campaign planning and workflow as well as free-up your social media team to focus on more real-time, personal engagement. Certainly, any CTA in social will be tagged, attributed and measured to that channel.

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About Bradley:

"Bradley has a passion for great execution that is both refreshing and often rare in a rigid matrix-based corporate structure. He exhibited sophisticated prowess for building consensus from other business units – especially considering he was thrown into our politics via the acquisition of his (Shareholder.com) company.

He is very clever at thinking outside-the-box yet somehow still remaining within the lines of a strict corporate structure. A team player and, frankly, fun to work with."

Blair Shelby
https://www.linkedin.com/in/blair-shelby-2b338a6

RELATIONSHIP HISTORY, Managing Director ~ Nasdaq, Inc

Get very personal. (marketing automation byte 3)

Personalization does not mean dropping in <FIRSTNAME> in an email. Content Automation enables you to systematize the curated content to present each email recipient materials specific to their individual browsing (owned media and paid media) behavior. This takes great effort and patience to set up. 

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About Bradley:

"Bradley’s expertise delivering complex topics clearly and succinctly is top-notch. Together, we deciphered the intricacies of the Sarbanes-Oxley regulations to create and market an entire new suite of products. It was an extremely successful launch, due to Bradley’s talent of packaging the product and the message together.

One of the most creative people I have ever met."

Stephen Schultz
Vice President, Investor Relations ~ GW Pharmaceuticals
https://www.linkedin.com/in/steve-schultz-222040b

PROFESSIONAL HISTORY: Director of Corporate Governance ~ Shareholder.com

Set goals, not hopes. (marketing automation byte 2)

Obviously, create marketing automation that work aside the company’s business goals. Be sure to base goals on previous results – don’t just make a wish list. Do you want to improve the number of leads or the quality of leads? Are you measuring raw count or percent increase? Do you need to amp-up conversion rates? Do you want to enrich visibility? Pimp your brand? Find a wider audience? You need defined targets to measure with efficacy.

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About Bradley:

"As my manager, Bradley was patient, accessible and loved to hear to new ideas – even if opposed to his own.

His nurturing and guidance expanded my financial opportunities and broke the professional ceiling for my entire career. I always felt that my growth was very important to him." 

Heather Palmer Shyne
Director Sales NE & Mid-Atlantic ~ JMA/Teko/CSS
https://www.linkedin.com/in/heather-shyne-09a65323

PROFESSIONAL HISTORY: Corporate Communications and Training ~ InfiMed, Inc.