The document provides 25 marketing tips in under 140 characters each. The tips cover various aspects of marketing including strategy, content creation, social media, events, and analytics. They advise focusing on customer needs over products, testing assumptions, using multiple channels to distribute content, and optimizing campaigns based on customer searches and conversions.

1. 25 Marketing Tips
in under 140 characters
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2. Don’t think about what you’re selling, think about what the market is buying.
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3. Nothing is ever single-purpose – get creative about uses, formats, vehicles and distribution channels.
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4. Avoid “me-too marketing” – build your plans based on biz need, not what your competitors are doing.
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5. “That’s how we’ve always done it” isn’t a marketing strategy. Test your sacred cows. Make it your #NewYearResolution.
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6. First impressions matter – make sure presentation and packaging match the offering. It’s a critical investment.
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7. You are doing A/B testing right? Check out the great resource @WhichTestWon. #optimization
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8. Set your project up for success – develop a creative brief to help your project stay organized, on time, and on budget.
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9. Don’t confuse skills and tools. Quality #content & compelling delivery come first – the tool is just an enabler.
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10. Make sure your #PowerPoint presentation tells a compelling story – outline first, THEN build your slides.
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11. Find a #content balance between “free” for #SEO and gated for #leadgen – both are important.
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12. No resources to create a full #infographic? 1-2 stats/charts can make a shareable graphic that tells a good story.
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13. Need to freshen up your #leadgen #content? Instead of a lengthy white paper, create a to-the-point tip sheet.
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14. #B2B writing doesn’t have to be boring. Make it easy for your audience: be clear, be concise, and be human. #content
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15. Need new #content fast? Summarize an existing white paper and transform it into a handy checklist.
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16. Maximize your content’s value: build a #content map to align your collateral w/the sales process (and ID holes).
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17. Don’t let typos detract from your message. Proofreading out loud is the best way to catch errors. #content
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18. Chunk up your long-form #content and re-purpose it for email, #socialmedia, and other channels.
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19. Improve your product demos. Don't show features – tell your story with user scenarios that show how needs are met.
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20. Don't skip #webinar rehearsal even if presenters know the topic cold; transitions can trip you up – practice makes perfect.
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21. Don’t have the time/resources to manage a full-blown #webinar? Produce a short #podcast instead.
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22. When it comes to #events, absolutely everything shapes the experience – do sweat the details.
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23. #PPC ain’t cheap anymore. Invest in it as an ongoing program and continuously manage & optimize for max ROI.
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24. Provide a reason to follow your #LinkedIn company page – use status updates to promote your news and #content.
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25. Prospects don’t #search on your messaging – optimize based on how THEY think. #SEO #SEM
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26. Maximize ROI from #PPC campaigns: don't just link to your home page – build targeted landing pages & track conversions. #SEM
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27. Want more?
Follow me on Twitter for a new marketing tip every week:
@j_a_scheer