Wednesday, 13 August 2014

How can a marketing idea or bit of advice stand
out from the crowd?
We’ve certainly been eager to experiment with
answers to this question— headlines , timing ,
frequency , etc.
In this post we’ll explore 12 unique ideas to
improve your marketing especially on social media, each with a distinctly
memorable name and concept.

1. Pomodoro Marketing

It’s fitting to start with this marketing idea
because it forms the basis for the rest of the ideas
to come. If you want your idea to be
memorable, give it a name.
On the Help Scout blog, Gregory Ciotti points out
just how useful Pomodoro Marketing can be,
using the example of the Pomodoro Technique for
time management. The technique, which has you
split your time into stretches of activity and rest,
is much like many other timeboxing methods, yet
Pomodoro has gained a foothold because of its
memorable name.
This concept of “coining an idea” helps readers
better remember what you’re sharing. Coined
phrases can be simple, visual, distinct
interpretations of an idea. When given a name,
these ideas become sticky.
Famous examples of coined ideas include:

1) Growth hacking
2) Inbound marketing
3)Permission marketing
4) Content shock

The other marketing ideas in this list all share
the same trait: Each has its own coined phrase
that makes it memorable.


Noah Kagan coined this marketing idea as a
helpful reminder to make your marketing efforts
with social, with content, and with email as easy
as possible for your customers. The idea is that
people want to share cool things with their
friends but they might be too lazy to do so (in the
words of Samuel L. Jackson, they’d be “lazy
Kagan’s hack is to make sharing—specifically,
sharing via email—a complete no-brainer. Instead
of asking someone to forward an email to a
friend, you write the email out for them and make your links shorter with hyper links or tiny URLs

3. Blue Ocean Strategy

The book Blue Ocean Strategy by W. Chan Kim
and Renee Mauborgne teaches a way to create
uncontested markets that reach new customers
and render competition irrelevant. The idea
carries over to your social media marketing and
content marketing, too.
Garrett Moon of CoSchedule does a great job of
digging into this idea. There are two types of
oceans: the red ocean, which is bloody with
competition, and the blue ocean, which is clear,
uncontested space. You want your marketing
efforts to be in the blue ocean. Here’re some
differences between the two oceans:
Blue ocean / Red ocean
Take a unique approach and stand out /
Compete in existing markets
Free from competition / Beg for attention
Capture a new demand / Slow and/or
stagnant growth
To find a blue ocean strategy for your marketing,
you can begin by tracking what others in your
industry are already doing (identifying the red
oceans), then asking yourself, “What makes me
unique? What can I do better than anyone else?”
Your answers could lead you to an outside-the-
box, blue ocean strategy. (There’s a tool offered
by the Blue Ocean Strategy authors to help
cement your idea, too.)

4. The Burrito Principle

When is the best time to post to social media?
During someone’s downtime—say, when they’re
eating a burrito.
That’s the basis behind the Burrito Principle, an
idea brought forth by Darian Rodriguez Heyman
of Social Media for Nonprofits.
The basic idea is that you want to
reach people on Facebook and
Twitter during their down time,
when they’re most likely to log in .
Your Facebook posts and tweets should
be timed to catch people when they have
time on their hands.
Heyman even goes so far as to suggest a handful
of downtime windows that could be ideal
moments for catching up on the latest social
media postings. (The lunch time window is
where the principle gets its name; people like to
eat burritos for lunch.)
8:30 a.m.—commuting to work
12:30 p.m.—eating lunch
5:30 p.m.—commuting home
10:00 p.m.—after the kids are asleep

5. The Late-Night Infomercial

Another way of looking at the best time to post to
social media (or to send emails or to publish blog
posts) is the Late-Night Infomercial Effect. The
idea comes from an in-depth blog post by Moz’s
Peter Bray about the lifecycle of a tweet, wherein
Bray suggests a number of different theories for
the optimal time to post.
The Late-Night Infomercial Effect suggests that
the best time might be late at night when fewer
people are posting and there is lower volume of
content. The less content there is, the more likely
your post might stand out.
I can also make a case that the best
time to tweet is when the least amount
of your followers are online. Why?
Because it’s kinda like watching TV at 3
am versus 9 pm. At 3 am you find
yourself watching infomercials because
there is nothing else on. So, perhaps
tweeting at 3 am, when few of your own
timezone followers online, will more
likely catch those night owl’s attention,
versus tweeting in the middle of the day
when your audience has many other
tweeters drawing their attention?

6. P.O.S.T. Method

Charlene Li and Josh Bernoff introduced the
P.O.S.T. Method for social media campaign in
their book Groundswell. The acronym covers four
essential parts to success on social media.
People – Understand your audience
Objectives – Set clear, measurable goals for
Strategy – Have a plan to achieve your objectives
Technology – Understand and utilize appropriate
tools that fit your strategy

7. The Pac-Man Effect

Mention‘s study of more than 1 billion small
business mentions on social media revealed the
extent to which customers interact with
companies on social media. A small percentage of
interactions—only 6 percent—are negative. The
remaining 94 percent are positive or neutral,
with neutral conversations—your average, every
day, run-of-the-mill interactions—accounting for
76 percent of total mentions.
When plotted on a pie chart, these conversations
look a bit like Pac-Man. Hence, the Pac-Man

8. White Bread vs. Wheat Bread

Thinking of marketing in terms of bread is an
idea first floated by Hubspot’s Pamela Vaughan
and detailed out by Gregory Ciotti. White bread
vs. wheat bread describes the distinction
between two different types of content or two
different types of social media updates. Basically,
White bread content is the easy, snackable,
shareable content that aims to get into the
hands of everybody
Wheat bread content is the deeper, tougher,
solutions-based content that is highly
valuable for a smaller group of people
It’s important to have a mix: white bread content
can grow your traffic and social shares, and
wheat bread content can grow your authority and
reputation. The same goes for white/wheat bread
on social: Your updates can be fun and shareable
(white bread) along with updates that are deeper
and helpful (wheat bread).

9. Skrillex Content

We coined this one ourselves , thinking of how we
create content on the Buffer blog. Ideally, we aim
for a waveform of in-depth, detailed guides to
social media marketing along with shorter, lighter
reads on marketing topics. Together, these
content types create balance.
We feel that our blog content should ebb and flow
—or, in the world of dubstep and Skrillex, our
content should build and drop. One way we’ve
found to describe Skrillex content is this:
All blog posts should be awesome. Not all can
be epic.
It’s important to strike a good balance by
avoiding a big run of epic content all at once.

10. The 2 Pizza Rule

To show that coined phrases exist even on the
outskirts of marketing ideas, I thought I’d
highlight one of the more popular marketing/
team-building rules out there: Jeff Bezos’s two
pizza rule .
If a team can’t be fed with two pizzas, it
is too big.
This rule came about as Bezos built teams at
Amazon. He strived for a lean approach to team-
building, understanding that there are costs
involved in expanding a team too rapidly or too
far. You might consider the same idea as you
build a marketing team or as you scale your
content and social strategies.

11. The Hedgehog Concept

Jim Collins covers the rise of exceptional
companies in his book Good to Great, highlighting
the qualities that separate amazing companies
from their competitors. One of those qualities is
the Hedgehog Concept.
The concept gets its name from an essay by
Isaiah Berlin where he compares the tactics of a
fox to the tactics of a hedgehog. As an ancient
Greek parable states: “The fox knows many
things, but the hedgehog knows one big thing.”
Every day when the fox uses its cunning to attack
the hedgehog, he gets rebuffed when the
hedgehog rolls into a spiky ball—the one big
thing the hedgehog knows how to do, every day,
every time. The fox accumulates a myriad of
strategies, but the outcome is always the same.
Foxes are scattered, spread out, moving in
many different directions at once.
Hedgehogs are focused, simplifying their
strategy to a single organizing idea.
Can you see how this might relate to marketing?
According to Jim Collins, “Hedgehogs see what is
essential and ignore the rest.”
To arrive at a Hedgehog Concept in your
business, your marketing, your content, or your
social media, Collins created a Venn diagram of
the three circles of a Hedgehog Concept.
When you find a concept that fits all three
qualities, you’ve found your Hedgehog Concept.

12. The Drafting Technique

This marketing idea for getting press comes from
Derek Halpern of Social Triggers . The Drafting
Technique (think race cars drafting behind one
another for speed, not writers drafting different
editions of copy) advises three ways to find press
1. Draft behind competitors: Find where your
competitors have been published and pitch
yourself to the same press.
2. Draft behind a topic : Search for similar
coverage of your chosen topic and pitch those
authors and sites.
3. Draft behind people : Find where your peers
have been interviewed and covered and pitch
yourself to the same outlets.
Over to you
Hopefully you’ve found several takeaways from
this list of unique ideas. The ideas themselves
should be helpful as you plan your marketing
strategies, and the concept of a coined phrase
could be a neat way to help your next great idea
become even greater—more memorable, more
helpful, and more shareable.
Now that you’re aware of these coined phrases
for marketing ideas, you may even start to notice
them more and more out there in your vicinity.
What marketing ideas and coined phrases have
you noticed, or invented yourself? I’m sure
there are plenty I’ve missed! Share them here
in our comments box.

compiled and posted by:@djshyluckjimmy

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