Conversation Marketing: The Conversation is the Thing

Christine Fife

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Latest Blogs from Christine Fife
Every marketer, and hopefully all business professionals, know that it costs much more to gain new customers than it does to retain current customers. How successful are you at retaining your customers? Are you loosing customers that you aren’t even aware of because your employee...
Yep, I’m blogging about daily deal sites again. When this headline caught my eye in my RSS feed I rolled my eyes so high I hurt myself! 82% of Businesses Are Unsatisfied With Daily Deal Sites (Click image to view full-size at Hubspot. Infographic from BuySellAds.) As I’ve s...
Boiling the ocean takes a lot of time, effort and resources, so don’t try. None of us have time to get involved in everything, so choose activities that are applicable to your business or career and factor in whether you’ll have time to do them well. Just because Facebook a...
There has been so much written in the past year+ about daily deal sites and they seem to still be popping up in droves. Ironically, small local businesses are still getting blindsided by them because they’re not being told by the deal site how to really make it work for them as a...
Seasoned PR professionals know that conflict makes good news. When at least 2 groups of people have opposing views about something a news-worthy story emerges. Novelists can also attest to this. Books make the best seller lists if they have a compelling conflict–man vs. man, man ...
Hi all! Due to back surgery and a big contract I’ve been working on, I’ve been totally MIA for blogging. Shame on me. But I’ve got some great topics coming up. Check back soon. In the meantime, here is a marketing thought for the day. If you have to lie in your market...
I once heard Jeremiah Owyang say that if you aren’t making some mistakes, you aren’t doing social media right. Wise words. In fact, I would extend that even further to include that if you are not doing any marketing communications activities, you’re making the ultimat...
A short post today to point out the importance of project management–details, coordination and planning. Great, innovative, unique or mind-blowing marketing outreach programs or advertising campaigns are a dime a dozen. 90% of marketing success is in the planning and execution. B...
Your company has a business to business product or service so why would you market to consumers? In many cases there would be no reason to market a business product to consumers, but there are a few very important reasons why you should consider it. The most classic example of brillian...
It seems like marketers are always going on and on about brand identity, doesn’t it? Well, there are many reasons for that, but one that non-marketers, or new marketing professionals, may not fully understand is the need for consistency in your brand’s look, feel and voice....
When a startup company first begins to tell the world about them and the product(s)/service(s) they’re developing it’s best to have a framework set up to use as a guide for writing all the pieces you’ll need to use as sales tools, lead generation campaigns, end-user d...
“If you build it, he will come,” only worked for Kevin Costner. This is real business life, not the movies. You can’t simply create a blog—or any other online content—and expect that people will come to read it. You need to proactively invite visitors and be listed on...
Startups are like superheros. You could have the greatest product idea ever, abound with superpowers, but if you don’t have a killer superhero name, a kick ass cape and a tagline your fans can yell when you arrive on the seen you’ll never get anywhere. I grew up on the Mont...
Marketing professionals have long known that commercials that are humorous or evoke another strong emotion in viewers are more likely to be remembered. 47.  Remember Wendy’s Where’s the Beef campaign? Or if you’re a bit older and/or have ever read any marketing 101 bo...
Last weekend I attended a surprise party for a friend’s birthday. The party was held at the home of a 32-year-old enterprise sales professional who is intelligent, outgoing, attractive and an all-around generally nice guy. I’ve known this person for a while and know that he...
I got a glimpse into an amazing company yesterday, which I will be blogging about as soon as I have a formal demo sometime in the next week or so. The company is Prestimedia and they’re looking to duplicate their success in Europe here in the U.S. with their online and mobile int...
I would like to let you know upfront that this post is going to be a bit of rant about medical insurance and the health care “system”, but also customer/patient relations. Through the course of trying to treat a serious back problem, I have discovered what I believe is the ...
I have a bit of an obsession with Deal of the Day sites. Perhaps you’ve read my earlier: Groupon Nearly Killed My Small Business and Getting the Most from a Deal of the Day offer. When these companies really started coming out in droves last year many of the deals were service-or...
Wow. I posted in November and suddenly it’s mid-January 2011! Where did the end of 2010 go? I supposed, like much of the country, I got too busy with holiday parties, family gatherings and general slacking off to come up with anything interesting to write about. That ends now! In...
With the appearance of the Internet the way companies do business and the way they market themselves changed dramatically. And with the explosion of social media platforms things have changed again. Companies now have to view their business and marketing strategies in real-time. No mor...
What if McDonald’s or Burger King showed a real hamburger from one of their franchises in a commercial? Would you buy it? What if every Comcast Cable customer service rep really was nice and tried hard to honestly solve your problem? Would you feel better about paying an arm and ...
While working at my favorite co-working space, NextSpace in San Francisco I overheard two people talking about a new deal–of–the–day (DOD) site. If you read my posts in August that discussed deal–of–the–day sites, you know I have strong opinions about the use of these for small busines...
Just because it’s there, doesn’t mean you should use it. I’m often asked (most regularly by people I meet at social gatherings who have a startup, but also by potential clients) the locations I would use to put their company’s messages out that will draw in new ...
Up until recently it was standard practice for a company to develop their messaging–and all their different types of collateral–based mainly on what their product/service is or does and some basic audience demographic info. Today, consumers and business buyers are too smart...
If you read my blog often you may have noticed that I rarely talk about traditional advertising as a great way to market your company or business. There is just so much noise out in the on and offline world now that few people even see things like billboards or print ads, and I certain...
Last month I wrote a post titled Build An Online Profile for Your Career in which I shared a slide presentation on the subject. Now I’d like to invite you (anyone reading this in the San Francisco Bay Area) to attend a meet-up group on how to market yourself to increase your care...
Since social networks emerged, sales people have been trying to figure out how to use them to increase their sales and shorten sales cycles. Many of these people have been discouraged because they haven’t found value in using LinkedIn or Facebook for networking that actually aids...
As a marketing professional, I don’t look to companies to tell me what’s hot, trendy, working or not working in marketing. I believe it’s best to research top thought-leaders rather than looking to a company who will have a self-interest slant on their information. An...
Last evening I had a wonderful time at my first Linchpin meetup. First off, it was being held at the new NextSpace (co-working space) location in San Francisco. In fact, I saw the meetup on the NextSpace calendar because I was actually looking into becoming a NextSpace member. I’...
Last week I cautioned businesses against jumping into deal-of-the-day promotions until they really understand the full cost involved and what the impact on there business would be. (See Groupon Nearly Killed My Business.) Deal-of-the-day offers through sites like Groupon, Homerun, Deal...
As a consumer I love deal-of-the-day (DOD) sites! Bought 2 Groupons, a Bloomspot deal and a HomeRun this week alone! But as a marketing expert I recommend companies, especially small businesses, to BE CAREFUL! With the explosion of these deal-of-the-day sites I’ve had a lot of sm...
I was just looking at a blog post by Mirna Bard: 15 Categories of Social Media. It’s an older blog post, but Mirna re-tweeted the link today and I happened to catch it. I’ve been following Mirna on Twitter for some time now. Her post opens with: The most popular social medi...
To get noticed today, as a company with a product or as an individual in your career, you need to Connect, Participate and Engage in the right places; with the right people, in the most appropriate ways. Building an online profile is a great way to start. It allows you to connect with ...
This post was inspired by a recent blog post by my good friend Tara Hunt. Oh wait, I’ve never met Tara Hunt! I tend to forget that I don’t actually know her in real life! I’m a fan of her book, The Whuffie Factor, and I follow her on Twitter and read her blog. Anyway,...
No, I didn’t drop dead and I didn’t win the lottery and just abandon writing a blog. I got lazy for a week, had the flu the next week, had too much work for a couple of weeks and then had a revelation. It’s hard to take time out and write a blog post amidst [...]