As a digital or content marketer, you and your team will be tasked with creating social media posts, blogs, websites, advertisements, videos, and more. The task of ideating and executing on content can be an exhausting one, especially if you have to start from square one every single time, without a strategy to help you get going. Luckily, we’re here to help you with the strategy component.
Marketing in many ways is theater–it’s a big show, designed to entertain, educate, and drive sales. The best types of marketing do all three. It’s always helpful to start with a reminder of why marketing is cool. Here’s one of our favorite videos:
If that doesn’t make you want to a razor subscription box, we don’t know what will. Now, let’s dive into how you and your team can work better together to brainstorm and ideate compelling content for your clients, while also not boring yourself to tears in the process.
1. The bottom up approach
A common and traditional approach. Like Drake, we start from the bottom (and hopefully, now we here). You lay the foundations for what types of content you want to create, what the big idea is, and you start building pieces on top of this until you have a finished, cohesive final product.
So, how do you start from the bottom? First, the content strategist brings a list of keywords that your client can potentially compete for. Let’s say you’re trying to help an artisanal basket weaver become the top basket weaver in his area (at least in the SRPs). Your strategy guy brings in this list:
- Basket weaving for fun and profit
- Basket artisans
- Baskets for bread
- Baskets for blankets
From here, we can create a link between all four of these things. For instance, a blog post that highlights the differences between baskets for holding food and baskets for holding household goods, while also highlighting the different artisanal styles that different basket weavers take, and what separates a cheap basket from an expensive, well made one.
A silly example, but it’s a good one for thinking about how you can start thinking about a base and building from it.
2. The top down approach
An equally valuable strategy for ideation is starting with what the final product should look like. What’s the mood, feeling, or theme that you want your content to have? This method is very helpful when you already have a product or service ready to go. Go ahead and mine that product for information. What is it called? What does it do? How does it look? Any answer to one of those questions can give you a top of the pyramid idea to work towards.
For example, if we’re selling a new type of bird seed called Munch, we have 18 different top-level things that we can work towards and emphasize. There’s the sound of the name, which can create all sorts of content ideas. Or, we can go bird-heavy, with lots of imagery. Once we know what we want to do, or what the product is, there’s all sorts of ways we can build toward that, with text, graphic design, and clever product placement.
3. Who is our audience?
It never hurts a content team to think about who their content is in service of. Many marketing folks miss this, in the constant hustle to hit the moving target that Facebook and Google are setting for them. Content is meant to bring value into the life of the customer it is targeting, through education and information. Marketing is linking customers with services and products that they will find fascinating or useful.
So, your team should ask–who is this product for, and how does that person think and feel? It’s an exercise in empathy. When you know who your audience is, there’s many different tools and strategies that you can use to ideate content. On a very simple level, for example, if you know that your audience doesn’t respond well to animated GIFs, don’t use animated GIFs!
4. Why this product or service?
A great strategy and one that folks often miss pivots around a crucial question: why our product over our competitors’? Let’s say you’re one of 10 million lifestyle coaches out there. What do you offer to clients that nobody else does? And, if you’re like a lot of other lifestyle coaches, how can you distinguish yourself.
Your ideation team shouldn’t look at this as a challenge to justify your product. That can lead down an unproductive road. Instead, focus on thinking about what makes your product or service great, and lead with ideas for content that emphasize and draw attention to that positivity. That’s the path to success.
5. Rules of the road
Every good content strategy session starts with some rules. Many ideation sessions can get mired in gridlock or analysis paralysis because someone doesn’t take the time to lay down some ground rules. You always need to take this sort of thing with a grain of salt, but many studies have found that how brainstorming happens is often more important than who is doing the brainstorming. That’s why it’s usually a good idea to have someone with institutional knowledge and organizational skill set up some guardrails beforehand. Style guides can be enormously helpful in this regard.
Building a helpful structure to help people stay on track and decide what kind of content needs to be created is enormously valuable. Here’s a few questions to answer before jumping into an ideation session with your team:
- What’s our budget–what are we reasonably able to afford and, therefore, achieve?
- What kind of content did we like in the past? Can we iterate?
- What types of content will not be used in this project (this can be a helpful focusing tool)?
- Are there projects/products/ideas that we want to emulate? What parts of those things were successful, and are they transferable to our current project.
For most people, ideation is either the most fun or the least fun part of a project. But remember, this can be serious business. Moz says it best:
Putting time and energy into a bad idea is a waste of your resources and has the potential to turn your audience off. Plus, if your decision maker sees too many resources invested in too many ideas that fail, you could lose credibility, autonomy, and—worst case scenario—your job.
Utilizing these strategies will help you get going on a new project and can serve as a consistent and reliable method of brainstorming new marketing magic going forward. Good luck! And, get in touch with us if you’d rather we handle the tough stuff for you.
Struggling to bring your team together and brainstorm new exciting content? Read on to discover some of the best methods for content ideation.
A lot of people love social share data. It’s not as available as it used to be ever since Twitter dropped it off its roster, a lot of other people have basically responded in kind by limiting the information. StumbleUpon has gone the way of the dinosaurs as has Google Plus.
Right now, if you type in a URL, you’re basically left with Facebook Comments and Shares, LinkedIn Shares, Pinterest Pins, Buffer Shares, and Reddit Upvotes. Those are basically the big social networks that still give this information out.
Social shares are clearly an important part of SEO in 2019. But with the focus on this metric, what is getting left out? In this article, I’ll examine five different key performance indicators (KPIs) that matter more than social shares.
- How to Use Keyword Ranking Info
It’s very unusual that the majority of your site’s traffic will be coming from social. Of course there are always going to be businesses that build their entire model around a social network, such as Instagram. Generally speaking, though, you’re going to get the most of your free traffic through organic searches. The thing you need to be looking at is keyword rankings.
SemRUSH is an excellent SEO tool for understanding the way that your website is ranking for different keywords. I’d recommend SEMrush, it’s a great tool that features historical data warehousing. It’s easy to use: just plug in your URL and watch as data from your traffic and keyword ranking populates the page.
In this example, a piece targeting the keyword “prisoner’s dilemma” is being crawled by SEMrush. By visualizing your search traffic and positioning for different keyword searches, SEMrush allows you to adjust how you are targeting different keywords. You can also see the metrics for related keywords, helping you broaden the content funnel you are creating for your topic.
If you see rankings that are very low it’s an indicator you may be missing core topics that could be easily added to improve your rankings. The first KPI you need to look at is keyword rankings. Determine if you are getting keyword rankings and if those rankings are generating traffic for you. Far and away, this is the best KPI for content marketing. That being said, it’s always possible to get a viral hit on social. The downside of it may be that your traffic is short-lived and difficult to sustain.
Jump into a tool like aHrefs, or the Link Explorer at Moz.
With the knowledge of your backlink profile in hand you can reach out to businesses that link to your site, building relationships that will nurture traffic in the future.
While backlinks and keyword rankings will undoubtedly help you understand your site’s performance, to get the full picture you will need to dive into Google Analytics and see the hard numbers. In the next section of this article, I’ll walk through three other important metrics, all of which can be accessed through Google Analytics.
- Location Data
Ever wonder where most of your traffic is coming from? Understanding the geographic breakdown of your site’s users is a great way to begin optimizing your content for strong traffic around the world.
- Referral Data
Referral data is a great way to figure out whether or not you are actually getting a serious amount of traffic from social media on a recurring basis. You will be able to see a breakdown of your traffic origins, giving you a chance to determine where the most efficient place to focus your resources will be.
- Conversion Goals
If you’ve set up conversion goals in Google Analytics it will help you see not only the traffic on your site, but what traffic is actively leading to. Success is not traffic, but the way traffic translates into form submissions, phone calls, and purchases. Go to the “Reverse Goal Path” section of Google Analytics, which will help you see how much meaningful traffic is being generated from your site.
Keeping track of these 5 KPIs will elevate your marketing game. Stand out from the competition
by digging deep into your data to find the metrics that will drive your business into the spotlight.
Hello. This is Shaheen over at WebUpon, and this is episode number three of Chalk Talk Thursday. Today I want to do something a little bit different and talk about a point that I think is pretty important when you’re actually building out your social presence and your content marketing really. If you’re trying to execute a content marketing strategy, I think this is a very important point.
00:21 A lot of people love social share data. It’s not as available as it used to be ever since Twitter dropped it off its roster, a lot of other people have basically responded in kind by limiting the information. StumbleUpon has gone the way of the dinosaurs as has Google Plus. Right now, if you type in a URL, you’re basically left with Facebook Comments and Shares, LinkedIn Shares, Pinterest Pins, Buffer Shares, and Reddit Upvotes. Those are basically the big social networks that still give this information out. Obviously, Twitter is cool with bots but not with sharing social info, so we’re left with this. If you look at this URL here, I have 14 shares on Facebook. I don’t promote this at all so that’s completely organic, and that’s just happened recently since they don’t actually share data that’s historical anymore.
Social Shares Aren’t the Whole Story:
01:13 The point that I would really make to business owners is that even though it’s cool to know what our social share count is, and it can actually be helpful to track it down in these tools that draw from APIs because you get more information than you might be able to just see from your profile, but again, a lot of things that happen privately you can’t really see still. All that said, social share counts are cool, but to me the really big question is, what are the success metrics that you should be looking at besides social share counts?
1) How to Use Keyword Ranking Info
01:41 :Let’s hop over to SEMrush real quick. This one to me is really the biggest KPI or potential for opportunity that you can have as you’re trying to grow out your presence in search, and what I mean by that is social is nice, but given the way that the algorithms are working, and they’re highly restrictive of organic reach for any individual business on their platform. What I mean by that is if you look at a site’s overall performance, you’re not really going to see … it’s very unusual unless you’re built on the platform in the same way that a business like Upworthy is or BuzzFeed, that you’re going to consistently see the majority of your traffic happening on social.
That said, there’s obviously some very successful businesses that have based their model almost entirely on Instagram. That’s like where they actually get their search traffic from. To me, if I look at the vast majority of businesses out there, the people that I interact with, the successful businesses are making most of their traffic off of organic. I don’t think that’s necessarily a sample set thing just because I base most of my business off of SEO. I think that just tends to be an industry trend. Most people are getting the majority of their traffic every month in and month out through direct and organic. And you could spend a lot through paid and make it happen that way too, but generally speaking, you’re going to get the most traffic and the most free traffic through organic.
The first thing you should really be looking at is your keyword rankings. What I did is hop over to SEMrush. This is my favorite keyword search tool out there. There’s a million of them so you can really use whatever you want, but I would just recommend this one because you do have the benefit of historical data warehousing. We’ve only been around for a few months, so you can see the immediate bump that we have going on. But, this is just super-useful because you can see where you’re actually ranking for keywords within the algorithm, and then you can say to yourself, “All right. This is how I’m doing for my Prisoner’s Dilemma piece. What can I expand on, or what can I add to my targeting here so that I can perform even better than I currently am?” Right?
There’s also some handy tools in here where you can actually get in and filter by specific keywords, or you can just go down to include URLs that are containing, and in this sense we’re going to do ‘dilemma’ because that was the actual original social share value that I was checking out. Hop back here.
We’re going to see every keyword that’s ranking on that, and again, this is very helpful because it lets us know okay, if I’m able to rank on this page for a tit-for-tat game, maybe I can write another article about that, and that just gives me another leg to add or another spoke to add in this overall, essentially, content funnel that I’m creating on this topic. Or, if you see a bunch of rankings that are really low, and you don’t know why you’re not ranking or why you’re not getting more traffic, it’s probably a good indicator that you’re missing some core topics here that you should be posing, so what is the prisoner’s dilemma? I should probably add that question in here somewhere because as you can see, I’m able to rank for what is a very short term here. Right? ‘Prisoner’s dilemma,’ 22,000 searches. Highly competitive, but I’m not ranking for this question here, “What is the prisoner’s dilemma?” at only 590. Right there, that should just let you know that my coverage of the topic is actually pretty weak. I need to get in here, and I need to actually introduce these keywords.
The first thing that I would look at, and the first KPI you should really be looking at as a business owner, when you’re thinking about the success of your content, is whether or not you’re generating keyword rankings for your content, and whether or not those keyword rankings are actually generating consistent traffic for you. And if they’re not, you should either add and expand to the article that you’re working on, and if they are, you can just use that as a leverage point, a jumping off point, to add even more content into your ecosystem. Far and away, looking at keyword rankings is probably the best KPI for the success of content in my opinion, especially over social.
Why Social Can Be Deceiving:
05:42 That said, you can sometimes get a viral hit on social that’s not going to have any recurring search traffic on organic, and the down side of that is that you may get a million visits from a bunch of social networks, but over time you’re going to basically drop back down to zero because there aren’t these keywords with recurring traffic that are going to feed your site’s ability to perform over time.
2) The Importance of Looking at Ranking Data:
06:05 The second thing that I’ll tell you, you should look at actually is jump into a tool like Ahrefs, there’s actually a bunch of free backlink tools out there as well that actually work pretty well. Give a special shout out to Open Site Explorer from Moz, OSE, or Link Explorer Now. They still have some free capability in there. You can type in your URL, and you can see what sites are linking to your content, and this is huge for the ability of you to understand how your site is performing.
If you jump over here, type in the URL, you can see who’s linking to your site, and if you don’t have a good relationship with these people, you can actually go out and go and talk to them more, and basically figure out oh, okay. I don’t actually know this guy. I should probably reach out, build a relationship, and maybe I can get him to feature more of my content. And at a macro level, the backlinks are just useful because they enable more ranking, and just tell you that you’ve actually built something with some clout and usefulness because people are willing to link to it.
3-5) The Importance of Using Analytics for Real
07:07 All right. Let’s get into some hard numbers here. This is my Google Analytics. This I think is probably the most important thing that most business owners are missing, right? The keyword rankings you may or may not be aware of these, but you understand their importance. The social shares are super-obvious. You can tell when something’s taking off on social, but when it comes to the hard numbers, I think the really important work to do is just to dive into your actual Google Analytics account, and figure out what’s going on. You’ll probably see something like this.
Google is trying to make this screen more and more helpful over time, and I recommend that all business owners just jump through these so they get a sense of what’s going on. There’s some highly useful information here like where are my visitors coming from? That can answer a lot of questions you may have, especially if you wanted to just ratchet down in the US like okay, in the last week, where was the majority of my traffic coming from, and you might find something surprising like oh, I didn’t know I was blowing up in Florida. That’s the kind of information you can get from Google Analytics that I find extremely helpful.
What I’ll tell you that you should definitely do if you’re trying to evaluate whether or not you have a viral hit on social is jump into the left pane over here, and you’re going to click on ‘acquisition,’ and then you’re going to go down and click on ‘all traffic,’ and then you’re going to click on ‘referrals.’
There are a few different ways that your Google Analytics may be calibrated, but this is actually a great way to figure out whether or not you’re actually getting a serious amount of traffic from social on a recurring basis. I just posted a job for a graphic designer. We’re getting tons of visits from the local Portland Craigslist, so we’re blowing up on referrals there, some sites I haven’t heard of, and then we’re getting some Facebook search, some Pinterest search, another marketing tool site I have, some mobile Facebook search. I don’t know what Facebook is but more Facebook search. This will actually tell you if you’re doing well or not, and you can click down a level as well and see which particular pages people are visiting.
The majority of my Facebook traffic is actually people bouncing back from that page, and going onto the home page. If we look at the actual … sorry, go back to ‘all.’ I’m starting to get a little laggy here. If you click on the Portland.craigslist, we can actually see what pages people are checking out. That basically just lets you know what the referral path is looking like as people hop onto your site. I find that extremely useful. Again, if you think you have a viral hit on your hands, you want to click on ‘referrals’ and see what your breakdown is.
The other thing I’ll caution is if you have a fairly large site with a lot of traffic, you may not actually be able to see through the noise. Again, in this instance, you may just want to see, okay, what are my individual breakdowns of traffic? We’re getting tons of direct. We’re getting a good chunk of organic from Google, which is awesome. We’re getting some good referral from Pinterest and Facebook, which is exceptional as well. You really want to be able to evaluate your performance by looking at these metrics. There’s actually a social tab here as well, so under acquisition and then social, and then you can get a good sense there as well as to what’s happening on some of these social networks and how it may or may not be affecting your overall traffic.
The final thing I’ll note is hopefully you have conversion goals set up, so one thing that I’ll really caution you to … I don’t even have goals set up because it doesn’t matter yet. Just get all phone calls, but you should be able to hop in here and see whether or not people are converting and by clicking on ‘conversion goals’ and then ‘reverse goal path,’ you should actually be able to see that viral hit I have, how much traffic is it actually contributing in a meaningful sense to my site, and that’s really the most important question at the end of the day.
You should hop into Google Analytics if you think you have a viral wonder on your hand, and actually check out how much traffic it’s generating. Check out if it’s actually leading to form submissions or phone call clicks, all that good stuff because that’s really at the end of the day what defines success. These keyword rankings are also extremely helpful because I’m sorry, but if you build it, they will not come.
Viral Success Is Not Enough
11:15 If you have a social success, if you have a viral success, it’s unfortunately going to end up a pretty big spike and a flash in the pan unless you create and coin your own term. It’s not going to provide consistent traffic. What does provide consistent traffic and leads is organic rankings like these ones here, and if you know what you’re ranking for when you have a tool like this, you can figure out what to optimize for.
If you go below in the social share count checker, this URL right here, there’s actually a seven-day free trial link for SEMrush. Best company out there again, and it’s super-legit. They need credit card info, but I’ve never had an issue getting a refund with them. Wink, wink. And again, final steps to this long term. If you’ve been around, you should be in a tool like Ahrefs to see what your backlink profile’s looking like because at the end of the day, that’s still going to have the highest correlation with success in search of any other metric out there, and yeah, just circle back because at the end of the day, if it got you goals, that’s good. Search is cool, and social’s cool, but we all want leads, and we all want real eyes on our website, and that’s really what matters at the end of the day.
I hope you enjoyed this video. I hope that was helpful. Please subscribe and like. If you have any other questions or you just want to make fun of the fact that I don’t have any goals set up in my Google Analytics yet, please just add that in the comment section below. I hope you have a wonderful day. Bye Bye.
“What’s in a name?” asked William Shakespeare more than 400 years ago, and the question continues to be one of the most defining ones in the business world.
Just like auditing a consultant, you have to audit your business to ensure that it has the best possible name for use in the real world and the online world. If you haven’t named your business yet, or if you’re considering rebranding to get better play online or with your customers, this guide will help walk you through the steps to creating a good name.
Brainstorm! Brainstorm! Brainstorm!
Every good name starts in the brain. More specifically, the non-judgemental brainstorm. Just start with a bunch of free association. What pops into your head when you think of your business? Write down everything, and never judge any of it. That’s not for right now. What’s for right now is coming up with every last possible idea for naming your venture.
Need a little bit more guidance? Here’s a few models for brainstorming ideas that might jumpstart the process for you.
- Round Robin – The round robin approach is a method that involves bringing in the whole team to help. Maybe you don’t have a team yet, but that’s ok, bring in some friends! Just have everyone take turns submitting one name and write them all down. Then after about 10-15 minutes, take stock of what you’ve got, and do the process again, this time building from the group’s favorite names.
- Mind Mapping – Mind mapping is a classic technique that involves creating visual connections between ideas. Ask yourself what your business does, and what its goals are. Ask who potential customers might be. What names connect with those concepts?
- Steps from Point A to Point B – Think about your customer. They’re at Point A, which is knowing absolutely nothing about your business. Point B is them knowing everything they need to know about you and what your company does, or at the very least, they want to know more. What are the steps necessary to get them from Point A to Point B? What kind of names will help get them there? No name will be perfect, but some might lend themselves to better explanation than others.
- Let’s Do the Opposite – Pick a competitor, or even more extreme, imagine the farthest, most opposite thing you’d want customers to associate with your business. Then, work backward until you’re at a place that feels like what your business is. It sounds odd, but it can be a very useful tool that allows you to work backward and come up with a name that sings.
- Music Time – Speaking of singing, having some musical accompaniment for your brain jam can help lubricate the thought process. Brain.fm is a great place to start.
Test It and Vet It
Once you have several candidates for your business’ name, testing and vetting is the next stop.
There’s a number of ways you can test out your new name. Focus groups are a business world classic, and there’s plenty of ways to do them, both in the real world with a focus group company, or online. Depending on your budget, one might be superior to the other. Also, think about social media. Can your name be shortened, or made into a cool acronym that makes for easy tagging on Facebook or Instagram? Preparing that might seem silly, but social media is an enormous driver for many small businesses, and you don’t want to neglect it.
Once you’ve found a name that many people like, and feels good, it’s important to get in touch with a trademark search firm or a trademark attorney so you can ensure there’s not going to be any copyright issues with the use and deployment of your brand’s new name.
Now, let’s say you’ve got your name. It’s time to create a few potential mockups for how that name will look on logos and other marketing materials.
This is a step that a lot of folks miss, and is an integral part of naming your business. A clever name might not be so clever if you can’t find a good way to visualize it. Another entire blog post could be devoted to logo design, so we won’t do that here, but it’s important not to neglect this step. If you just want to try a few logos out, see how your new name looks in print with some snazzy graphic design, 99 Designs is a great way to make this happen affordably.
Showcase Your Work
It’s time for the big reveal! All of the work you’ve done is about to pay off as you introduce your new business name to the world. Make sure to create catchy social media accounts that play off the name and capture the imagination of your audience. Be flexible and tuned into the way that people talk about your name.
After launch, do some research. Set up Google Alerts for your name, and do the occasional Twitter and Facebook search for possible mentions that may have gone untagged. You’ve created a moniker for yourself, and it pays to see how your audience is responding to it.
Web Upon provides a full suite of digital marketing services, and we’re always available to talk and brainstorm ways to help you take your brand to the next level. Contact us, and see where your business can go next!
What does it mean to be first to market? Well, the term means being the first to lay a foundational piece of a given area of the market that you’re working in. Simple, right? It’s a lot more complex than that, however, and in this Chalk Talk Thursday video, we’re going to give you some tips and guidance on how you can carve out some nice real estate for yourself.
While it might not appear to glamorous at the beginning to compete for a less competitive keyword, if you predict where the customers will eventually travel, when you are the first in that keyword area, that will give you a strong foundation to compete in more contested areas later.
So, without further ado, here are some strategies for becoming first to market for content.
The Four Benefits of Being First to Market with Content:
1. Establish the niche while it’s in reach
When you’re exploring niche markets to create content for, the idea is simple: if there’s a whole bunch of people competing in a particular niche, it’s going to be difficult to compete. In areas where there are few competitors, it’s more likely that you’ll rank #1 or #2. However, there is a gamble here, as you’re banking on that search term becoming more popular over time.
2. Get the links and media mentions
It feels good to be the person that other people reference as an expert, and adapting this mindset to your content creation can be enormously beneficial. Essentially, if you’re ranking first in the Google results, other people (be they other marketers or media professionals) are likely going to link to your content, which elevates you as an expert in the eyes of the almighty Google search engine. That’s where you want to be.
3. Avoid being also/and in the market
When you think about ride sharing, the name Uber is likely the first name to pop into your head. This demonstrates the power of being first. Even though Uber is facing a lot of difficulties in the market right now, even competitors like Lyft are often referred to as “grabbing an Uber.” Thinking about how people search for information, and how they’ll come across your content, you want to be the first idea in people’s minds for that particular thing, not the first or second.
4. Be responsive to customers
If you’re plugged into what your customers want, you’re going to have a much higher likelihood of success. While that sounds obvious, it can sometimes take a second to wrap your head around. For instance, as the cannabis industry becomes more and more mainstream, HVAC companies that want to get noticed by a new niche (companies that have cannabis grow rooms) want to compete early for the grow room eyeballs that are searching around for proper ventilation for their products.
But how? Tips for Going First to Market With Content
But how, you ask, do we become aware of these opportunities? Glad you asked. There’s an art to discovering new pathways to becoming first to market, but here are some general tips to get you started.
- Monitor social media and be a true friend to your customers – This is an intuitive factor that is surprisingly often ignored. Marketers can often get so caught up in PPC that they forget to think about people, and what their complaints and desires are for a given product or topic. Pay attention to this!
- Use Google trends and study keyword rankings – Google Trends can be a useful tool for tracking the waxing and waning of various popular concepts and ideas, but it can be a bit of a blunt instrument. It’s better to focus on keywords, and try to predict when tangentially related terms or variations on a keyword might be preparing to blow up. But, as an additional side note, utilizing Google Trends’ “related queries” function can be a powerful tool when trying to find alternative niches and avenues for targeting.
- Find topics that competitors haven’t covered yet – Luckily, there’s a pretty easy way to start researching this one. Related to the social media tip above, heading to Wikipedia, subreddits about the topic you’re competing for, and good ol’ internet forums can be a great way to see what the information landscape looks like for a topic, as well as what the community wants.
- Reach out to the front line sales and customer service people for client questions – Being helpful to your salespeople and customers is often the best way to figure out what the needs of your customers are. Salespeople talk to customers daily, and they know the ins and outs. Use their expertise.
- Coin your own terms – This is a risky one, because you’re not going to have a ton of data supporting your choice, but sometimes creating a term can pay off. If you’ve got a good one, try it out.
But…is it better to be second-to-market? (The Downsides of Being Second to Market)
Peter Thiel is famous for noting that while many of the most successful companies didn’t invent the thing that they’re doing, they found a way to do it better than the first to market folks. (Think Xerox inventing the Graphical User Interface, and then Apple making it sing).
Attempting to go second to market is a far more conservative approach, and may provide some benefit for companies that have a limited budget and want to go for a sure thing. You’re exploiting a sure thing (you have a better idea of what works and what doesn’t), and you also have the benefit of hindsight–you can see where the first to market went wrong.