Category: White Belt
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Marketing White Belt: Always Be Testing
If there’s one piece of advice, one method of marketing that surpasses all others, it’s simply this: always be testing. One of the greatest mistakes a marketer can make is to assume that things stay the same. I’ve even heard executives of major corporations and agencies say, “We’ve tested enough, let’s just do this” or…
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Marketing White Belt: Basic Marketing Campaign Plan
People are funny. In the absence of any map or plan, they’ll tend to follow the first person who appears to have even a marginally reliable plan of action or map, even if that map and plan is totally wrong. In order to be a successful marketer, you not only need to have a map…
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Marketing White Belt: Basic Methods of Making Money
At the end of the day, you have to make money in order to pay the bills and stay in business. There’s no avoiding that reality: somewhere, resources must be provided in order for you to do what you do, whether you’re a Little League baseball team or a Fortune 50 mega-brand. In order to…
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Marketing White Belt: The Marketing Funnel
If there’s a more time-honored concept in marketing than the funnel, I don’t know what it is. There are more variations on the marketing funnel than virtually any other model as well. The marketing funnel is elegantly simple: illustrate the different stages that people go through to become customers. Most marketing funnels are based off…
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Marketing White Belt: The SWOT Analysis
For the past 40 years, strategists have used a model created by Albert Humphrey of Stanford University called SWOT to determine how achievable a business objective is. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. SWOT is a deeper analysis than it first appears when it’s explained to you. It can be a powerful tool…
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Marketing White Belt: The 4 Ps of Marketing
One of the earliest lessons I learned from my master teachers Ken Savage, Mark Davis, and Stephen K. Hayes was that in order to develop wisdom, you need an even balance of theory and application. Theory provides you with models, frameworks, forms, and methods to learn. Once you’ve gained competency in the basics in their…
