Category: Tactics

Data Marketing Startups Tactics

Marketing Personas Are Almost Always a Boondoggle (but they don’t have to be)

Rand FishkinBy Rand Fishkin
Boss: “We need marketing personas for each of our customer targets.”You: “Got it. What problems are these personas meant to solve?”Boss: “You know, um… Strategy. Targeting. And, uh… give ’em fun names like Workin’ Wendy and Stay-at-Home Steve, or something.”You: “Oh god, not again…” A few years back, I worked on a 6-month project to collect survey, interview, and industry…
Marketing Psychology Tactics

The Paradox of Content Marketing to Beginners vs. Experts

Rand FishkinBy Rand Fishkin
Over the last 20 years, I’ve done a lot of educational content campaigns, both for my own companies, and to help others. But it’s only recently that I’ve come to grok the odd paradox of how certain types of content earn reach, amplification, and success with the people they’re meant to engage. Here’s the problem: Broadly helpful “Beginners’ Guide” content…
Marketing Product SparkToro Tactics

How to Find Those Hard-to-Reach Audiences in SparkToro… Fast

Rand FishkinBy Rand Fishkin
Updated: April 5th, 2024 (for SparkToro V2) Every day, I help folks in fascinating, unique niches uncover key information about the audiences for their marketing efforts. It’s a fun problem! For a few minutes, I get to feel like a digital Sherlock Holmes, digging into their products and services, trying to understand their customers, and then figuring out how to…

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