Does the Marketing Funnel Apply to Developers?

The Reason It’s Called a Funnel The Attention – Interest – Desire – Action (AIDA) funnel is a guide to purchasing behavior, just like the buyer’s journey. The AIDA funnel encapsulates a process; its steps are adjustable filters designed to qualify and nurture prospects along their buying journey. By customizing the 4 filters in the funnel, you can achieve your campaign goals and address the needs of your developer audience. It is important to understand the analogy of the funnel — your leads start at a big opening at the top and are filtered through a small opening at [...]

By |2022-11-30T12:59:48-05:00November 30th, 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 |2022-10-03T19:44:06-04:00October 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 |2022-09-10T00:21:58-04:00September 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 |2022-08-24T16:33:09-04:00September 14th, 2022|Content Marketing|

Make It Real – Brand Awareness and Developers

Who Cares? Why does anyone care about a brand? And what specifically about a brand would a developer care about? For an informed consumer, a brand equates to value. If we’re familiar or aware of a brand, then we can instantly position it in our minds by reputation, quality, price, and value. While quality remains the responsibility of the production arm of your organization, you (marketing) control the perception of your brand. You do this using tools like brand building, price, positioning, and communicating value to the consumer. Creating Brand Awareness Brand awareness sits at the intersection of creating [...]

By |2022-08-02T19:19:32-04:00August 24th, 2022|Content Marketing, Marketing to Developers|

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 |2022-08-02T19:08:28-04:00August 10th, 2022|Content Marketing|

How to Create the Most Effective, Engaging, and Targeted Email/Eblast

Introduction Email remains an important and effective means of connecting with your audience. Email is so ubiquitous that constructing a promotional email may seem like a no-brainer. But if you’ve fallen into a rut and your latest emails have not generated the expected results, it may be time to review some email content creation fundamentals, and consider some alternatives to what you’ve been doing. Defining Your Audience Targeting developers? Which ones? Front-end, back-end, UX, UI? While your product may be applicable to all developers, perhaps there are incremental benefits to a subset of developers who can be micro-targeted with [...]

By |2022-07-06T11:07:31-04:00July 13th, 2022|Content Marketing|

The Essence of Email Marketing

Cutting Through the Clutter You may live with clutter in your house, garage, or cell phone (overwhelmed by notifications?), but the clutter that’s most concerning to marketers is the advertising clutter competing for the attention of the developer audience. How do we cut through the clutter? By rising above it. We rise above the clutter by offering solutions to their problems in a context which supports credibility. We create a connection with the developer that is built on trust — the essence of successful email marketing. Creating the Connection According to the Evans Data Corporation Developer Marketing Survey 2020, [...]

By |2022-05-09T20:33:57-04:00June 1st, 2022|Content Marketing|

Does Your Landing Page Match Your Advertising?

All Together, Now... How do you feel about harmony? Are your marketing efforts in coordination, exhibiting uniformity, and are they immediately recognizable by your developer audience? Do you end each workday in deep satisfaction knowing your systems are in balance? When you consider your advertising in the context of harmony, do the elements support each other to deliver a message that is recognized, accepted, processed, and engaging to the viewer? If the answer to any of these questions is a defeated, “No,” or if your advertising results do not meet your expectations, perhaps something is in discord. Let’s start [...]

By |2022-03-29T12:07:59-04:00April 20th, 2022|Content Marketing|

Make Sure Your Landing Page Works

Hello, Captain Obvious Despite the importance of landing pages, often, simple things are overlooked, including making sure everything on a landing page works correctly. Landing pages are an integral part of your marketing and advertising campaigns. While landing pages shouldn’t be do-it-yourself projects, they should be test-it-yourself to make sure everything works as advertised (pun intended). 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. What’s In It For You? It’s all about your brand. With [...]

By |2022-02-14T20:29:33-05:00March 16th, 2022|Content Marketing, Marketing to Developers|
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