The Dilate Blog

Most buyer persona advice is marketing fluff. There, I said it. Too often, businesses treat creating personas as a checkbox task—design a fictional “customer,” slap a name on it, and forget about it by next quarter. But this lazy approach leaves immense potential untapped. Done right, customer personas are the backbone of your marketing—a living, […]

Marketing is always evolving. A decade ago, data, targeting, and algorithms were so powerful that people wanted to rename the whole category “digital” marketing. They’re table stakes now—an assumed part of a proper modern marketing strategy. But maybe more importantly, they’re also far less effective. When few marketers were highly skilled at getting the most […]

Once, I’d have told you that performance was the key to growing a business, and creativity was just a ‘nice-to-have’—an extra flourish if the budget allowed. Now, my position has changed completely—and so has Dilate. Today, creativity isn’t optional; it’s the spark that transforms placements into persuasion and campaigns into connections. For years, marketers leaned […]

Brand positioning is a crucial aspect of a brand strategy that defines how a brand is perceived in the minds of its target audience—AKA who your brand is for, and what your brand means to those people. It’s about carving out a unique space in the market and differentiating your brand from the competition. Here’s […]

Cracking the code on successful digital marketing starts with truly knowing your customers. Two essential tools to help you do this are customer journey maps and buyer personas. Let's break down what they are and why they matter.

Everyone wants their writing to be impactful. But even the best copywriters don’t get it right every time. Let's explore some areas of weakness that can hold your copy back. By avoiding these you can create written content that truly resonates with your audience and drives results.

Digital marketing can be overwhelming, especially for newcomers. There’s a bajillion new terms and acronyms, and it's easy to feel lost. So let me break down some of the most common digital marketing jargon, so it’s a little easier for you to navigate the digital world.

Creating a brand is like crafting a personality. It's more than just a pretty logo; it's about connecting with people on a deeper level. This guide will help you build a strong foundation for your brand, one that resonates with your audience and drives growth.

A brand strategy is your business's roadmap to success. It's more than just a fancy logo or a catchy slogan; it's the heart and soul of your company. Think of your brand as a person. Your brand strategy is its personality, values, and goals. It's how you want people to feel when they interact with […]

Writing good marketing copy is an art that combines creativity with strategic thinking. Effective copywriting can drive engagement, influence purchasing decisions, and significantly impact a business's success. Here are some essential steps to guide you in crafting compelling and effective copy.