the Scalability Project Blog

We cover topics across a wide spectrum of marketing strategy, traffic building, lead generation, lead nurturing and marketing analytics. 

A go to market strategy based on technology alone is a poor choice

Posted by Shade Wilson

Sep 14, 2014 5:14:00 PM

Seems like every month another must-have tool for digital marketing or social media launches. Many of these are real advances and can be extremely helpful. If your go to market strategy starts with technology; you’re likely to miss the mark.

We worked with one client a couple of years ago that was a real lover of technology. He was always buying or looking at buying the latest updates to come on the market. Instead of making the work easier, all of these disconnected tools actually slowed the process down. He loved to have as he said “have a lot of plates spinning”, but ended up with more work than results.

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Topics: Marketing Strategies

A Better Promotional Strategy in 5 Steps

Posted by Shade Wilson

Sep 4, 2014 12:21:21 PM

The temptation for anyone working on a promotional strategy for a new product or sales campaign is to shortcut the important planning and strategy steps and jump to tactics.

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Topics: Marketing Strategies

3 questions to ask before hiring someone to manage your social media strategy

Posted by Mike Ward

Jul 24, 2014 9:00:00 AM

There is no denying that companies who skimp or altogether skip on social media strategy may face a virtual wag of the finger from tech-savvy consumers and curious prospects.

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Topics: Marketing Strategies

Why content marketing strategy is a terrible idea for some companies

Posted by Shade Wilson

Jul 20, 2014 7:30:00 PM

Content marketing strategy has gained popularity over the past couple of years as companies look for ways to move beyond a traditional “smile and dial” approach to generating new business. 

Content marketing is not easy.
It takes work and ongoing effort to be successful.

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Topics: Marketing Strategies

Measure Twice, Market Once - Best Ways to Set Marketing Objectives

Posted by Shade Wilson

Jun 5, 2014 11:36:00 AM

Too many campaigns are launched without setting clear marketing objectives upfront. In 6 months when you look back, how will you know you were successful if you don’t have clarity on what you were looking to accomplish from the beginning?

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Topics: Marketing Strategies

Best practice for developing a buyer persona example for your business

Posted by Shade Wilson

Dec 22, 2013 4:37:00 AM

Persona examples are one of the smartest ways you can leverage information to guide your marketing. But let’s start at the beginning. What exactly are persona examples?

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Topics: Marketing Strategies

Comparing Pay Per Click Marketing vs a Content Marketing Strategy Which One is Right for Your Business.

Posted by Shade Wilson

Nov 18, 2013 7:53:00 AM

Content-Marketing-Strategy-vs-Pay-Per-Click-Marketing-617x289

Using search, to draw more traffic to your site is one of the smartest things any business can do. However within search there are two broad strategies than while using similar buyer behaviors are completely different.

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Topics: Marketing Strategies

Improve Your Social Media Strategy With Pinterest Rich Pins

Posted by Christen Barber

Nov 6, 2013 10:34:00 AM

All marketers are constantly reviewing and tweaking their social media strategy in an effort to uncover the elusive holy grail of social media posts that increase engagement and more importantly, increase sales. Recently, Pinterest announced a new feature, Rich Pins, that will allow marketers to increase engagement and re-target pinners.

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Topics: Marketing Strategies

Web Based Marketing Strategies To Use Now

Posted by Christen Barber

Oct 25, 2013 7:58:00 AM

I recently attended the American Marketing Association of Richmond’s October Luncheon Program that featured local Richmond entrepreneurs that was aptly titled “Marketing Innovation Success Stories from Richmond Entrepreneurs.” The members of the panel included Jake Crocker, President & Co-Owner of FWS Group of Affiliated Restaurants, Tiffany Jana, CEO of TMI Consulting and Sean Holmes, Co-Founder of Nectar Sunglasses. While I thought the panel was going to be all about their business, it was actually all about the web based marketing strategies all three are using to grow their business. And, as a digital marketer, I found myself nodding in agreement with a lot of the strategies and tactics they mentioned – enough to share my list of the top web based marketing strategies that you can start to use now.

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Topics: Marketing Strategies

Social Media Marketing Tips to Reach Your Buyer

Posted by Christen Barber

Oct 1, 2013 7:47:00 AM

If I had a dollar for every time I heard someone mention that they are currently using Facebook for marketing because “everyone else is” or “everyone said I should be” I’d be on the first flight to paradise for a week. The problem is that most companies don’t treat social media the same as other marketing tactics such as advertising or direct mail. Thus, they don’t take the time to plan or to think strategically about their presence on social media - which is a major opportunity missed to ensure time and resources are not wasted. So, I’m here today to give you a few social media marketing tips to help you reach your buyer that will save your team time.

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Topics: Marketing Strategies

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