Is There a Marketing Funnel for Developers?

Long Live the Funnel Traditional marketers love the marketing funnel. The Attention – Interest – Desire – Action (AIDA) funnel is a guide to purchasing behavior. A newer, linear, version of the funnel called the buyer’s journey added more context to the marketing aspect of the sales process. The newest version of the funnel, commonly called “The Flywheel” takes the concept of the funnel and adds a return path to indicate that while the journey is the same, the path is not linear, but an infinite loop capturing the fact that the sales process does not end with a [...]

By |2023-06-08T14:46:59-04:00June 8th, 2023|Content Marketing, Marketing to Developers|

Five Steps to Aligning Your Landing Page and Your Advertising

#1 Address Your Audience Step one of aligning a landing page and advertising is pretty basic, but it requires awareness and review. Gather examples of your landing page(s) and advertising, and look to see if they address your target audience, both in content and visually. You may have different segments, so messaging can be different, but it has to be deliberately different. If your messaging has veered off track over time, determine what’s needed to bring it back on track. Consistency has a force-multiplier effect because it reinforces your brand and message. Inconsistency has a force-divider effect because it [...]

By |2023-05-25T06:57:46-04:00May 25th, 2023|Content Marketing|

The Essence of Email Marketing

Means, Motive and Opportunity Email marketing still remains one of the best marketing tactics for Return On Investment because: As a marketer to the developer community, you have the means to reach your audience. While it may be easy to develop a campaign, and easy to deploy one, it's also easy to work with experts in the field and execute a brilliant campaign that gets results. Of course, profit motive has to fit somewhere in the equation, but people still want to help people. The desire to support fellow developers is strong in the developer community, and that extends [...]

By |2023-04-26T17:35:21-04:00April 27th, 2023|Content Marketing|

Brand Awareness and Developers

Who Cares? No one doubts the importance of a brand. Your brand is your company personified because it evokes a complex image from a simple name and equates it to a value. The brand image positions the brand in the public’s mind by the recall of reputation, quality, price, and value. Quality is principally the responsibility of the production arm of your organization. Still,  marketing controls the perception of the brand using tools like price, positioning, and reputation to communicate the brand’s value to the consumer. Creating Brand Awareness Brand awareness sits at the intersection of demand generation and [...]

By |2023-03-08T05:10:02-05:00March 8th, 2023|Content Marketing, Marketing to Developers|

The Secret to a Successful Landing Page

Think ConversionsDespite the importance of landing pages, simple elements are often overlooked, including making sure everything on a landing page works correctly. Landing pages are an integral part of your marketing and advertising campaigns. Landing pages shouldn’t be do-it-yourself projects, but they should be test-it-yourself to make sure everything works as advertised.Any interaction with your brand should be frictionless for your audience. These interactions are the interface through which your audience commits to an action that will move your relationship forward — or not. Remember, your marketing reflects on your brand. Every interaction is a chance to win a prospect [...]

By |2023-03-06T10:03:40-05:00January 27th, 2023|Content Marketing, Marketing to Developers|

How to Use Developer Curiosity to Reduce Developer FUDA (Fear, Uncertainty, Doubt and Anxiety)

The Stress of Decision-Making Research has determined that there are seven steps we typically go through in the decision-making process. First, we must recognize that a decision needs to be made. Then, we need to gather information, identify alternatives, evaluate possible outcomes, make a choice, implement that choice, and evaluate our decision. The amount of thought we put into the process and the amount of associated stress is directly proportional to the costs involved and the magnitude of the outcome. Specifically, decision-making developers who have responsibility for big projects feel the weight of their decisions long after the decision [...]

By |2023-03-06T10:03:41-05:00December 14th, 2022|Content Marketing, Marketing to Developers|

How Does B2D Compare with B2B and B2C Marketing and Advertising?

Defining the Target Audience Where does the developer audience fit in the B2B world? While many of the attributes of the B2B, B2C and B2D markets overlap, there are significant differences which should be taken into consideration when developing your marketing and sales strategy targeting developers. You may think that marketing to B2B consumers would be considered a more personal interaction since you are appealing to them on a highly emotional level, but because those sales are more transactional (low cost and high volume), a personal relationship is never fully developed.  In contrast, in business sales to developers, the [...]

By |2023-03-06T10:03:44-05:00October 12th, 2022|Content Marketing|

Understanding Google’s Helpful Content Update

Attention: Marketers, Content Managers, Creators On August 28, 2022, Google began rolling out a “Helpful Content Update,” which is a new method they are using to evaluate content and the way web pages are ranked. Google is using this to improve results for searchers so they can find helpful, original content, as opposed to content which is posted for the sole purpose of ranking high in search results. The rollout will start out with English language web pages, and is expected to take two weeks to complete. This new update is intended to support Google users with more original [...]

By |2023-03-06T10:03:46-05:00September 15th, 2022|Content Marketing|

Funnel Logic – The Intersection of Advertising and Search

Advertising and Search Advertising and search should be viewed as complementary tactics which can be used to move your target customer from peripheral interest to purchase-ready. Using the Attention – Interest – Desire – Action (AIDA) funnel as a guide, we can see how both fit into the buyer’s journey. The AIDA funnel encapsulates a process; its steps are tunable filters designed to qualify and nurture. By customizing the four filters in the funnel for developers (as we have below), you can achieve your campaign goals and address the needs of your developer audience. Funnel Vision The function of [...]

By |2023-03-06T10:03:47-05:00September 14th, 2022|Content Marketing|

Successful Brands and Their Advertising Strategy

Why Bother Advertising? Humans rely on repetition to learn, and successful advertising is all about frequency and repetition. Promoting your brand through advertising is a core function of marketing. Iconic brands like Apple, IBM, Nike, and Coca Cola earned their status by curating their brands through consistency and by maintaining a presence in front of their audience through advertising. Uber-icon brand status is achieved when the brand becomes genericized (think products like Kleenex, Xerox, and Coke).  However, genericized status is not necessarily a good thing. What’s important to recognize is that advertising is necessary for the success of your [...]

By |2023-03-06T10:03:48-05:00August 10th, 2022|Content Marketing|
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