Author ArchivesNeil Brown

The Guiding Principles of Agile Marketing image

Agile Marketing

Agile Marketing is a relatively new concept in the world of marketing. It takes its name from agile processes used in software development around the late 90s. The real simple explanation of this approach is that marketing teams identify high value projects, usually centered around providing value to the customer, to focus their collective efforts on, work transparently and cooperatively until the task is completed, and then measure the impact/success or failure. Ever-Evolving Marketing Environment This approach is gaining traction because the marketing climate in so many organizations has become so fast-paced and unpredictable it needs some lean and agile principles to follow in order to remain productive and successful. Principles that take into account this volatility and uncertainty, and manage ...

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4 Steps for Choosing a Successful Company Name image

Company Name

Creating a name for you new company may actually be your first foray into the world of marketing, whether you realize it or not. Your name begins the branding process of your organization and is a crucial first step towards its success. You’re setting the tone for how people will initially perceive your company. And remember the old saying, “You never get a second chance to make a first impression.” Everyone is bombarded with thousands of names daily. Only the really good ones are going to stick in anyone’s memory. So if you’re a start-up, you need to put some time and effort into creating a name for your company. You’ve got to hit the right chord in your market ...

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Analytics New Role in Website Design image

Website Design

Companies are embracing the digital transformation and looking for marketing initiatives that drive customers to their online channels. Website optimization, including site redesigns are topping the list of must dos for many marketers this year. And they’re looking to be guided by analytics that are aimed at improving the customer experience. Using real-time customer data and analytics allows for decisions to be made based on customer needs and provides a foundation for continuous optimization. With tools like Google Analytics, heat maps, and feedback surveys, design and digital strategies can truly be made based on real data. Taking this approach means moving away from redesigning based only on intuition or company leadership input. For many organizations this requires a cultural shift to ...

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Nonprofit Marketing Requires New Fundraising Techniques image

Nonprofit Marketing

Nonprofit marketing in the U.S. today must contend with stock market results, government reform initiatives, and an uncertain political environment. This makes nonprofit financial performance a strong indicator of an organization’s impact and sustainability throughout 2018 and beyond. Therefore, organizations must consider how to effectively scale and fundraise while continuing to deliver on their missions. While nonprofit organizations have a range of priorities, studies show their primary focus looks to expand fundraising and to develop operational efficiencies. Organizations of all sizes will have an opportunity for growth this year and need to raise essential funds through new and innovative approaches. This is saying that it is essential that the right revenue streams and expense models support nonprofits’ goals. Recognizing the need ...

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Good Marketing is Like Dieting image

Good Marketing

No pain, no gain. Dieting and marketing actually have a lot of similarities. Primarily, success doesn’t happen overnight; it takes place long-term. Finding out what works for the brand and implementing a plan to do those things is key to good business. Check out some dieting idioms and how they compare to marketing below. Set Realistic Goals 10-year high school reunion in September? It’s the end of the summer, so it’s unlikely you’ll be able to drop 50 pounds. 5 pounds? That sounds like a realistic, achievable goal. Same goes for marketing strategy. Your brand won’t achieve 100k new follows over the next month, but 50-100 is definitely doable. Set goals that the company can realistically reach, then take the steps ...

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4 Types of Business Blogging Content image

Types Blogging Content

Business blogging requires genuinely engaging prospects and customers. The thing is people are all different. This means you need to have some different types of content on your blog to attract and retain readers. You must also have diverse content to help you accomplish the various goals of your blogging program. You need the right blend of content to grab the attention of visitors, gain rapport with readers, educate them on your approach, and establish your expertise in the industry. A tall order, really, but doable. Many posts about blogging list anywhere from 10-80 different types of content you can utilize. It may almost be overwhelming to think about blogging if you start with this approach. However, there are probably about ...

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Simplifying Marketing in a TMI World image

Simplifying Marketing

In the age of information, it’s easy for a company’s audience to feel overexposed to marketing and ads. It’s also a lot of extra work for an organization’s staff to keep up with a multitude of platforms. It’s time to simplify marketing efforts, for the benefit of both the organization and purchasers. 6 Tips for Simplifying a Marketing Plan There are a number of ways to simplify your organization’s marketing process. Follow any of the following tips below for a simpler process. Zero in on Who Your Business is Selling to 50% of marketers use 10 or fewer profile segments, while the other half use up to 100 segments. Clearly, many businesses aren’t as focused as they believe they are on target audience. ...

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Blogging Challenges and Tips for Success image

Blogging Tips

Your company started a blog maybe a year or so ago for all the right reasons. As a marketer you know the value of having new, relevant content on your website. You created a posting schedule, worked hard at writing many of blogs, maybe even found some company guest bloggers, and now the whole process seems, well, a bit melancholy. Many companies experience some bumps in the road regarding their blogging efforts. Here are five common challenges and tips for getting your blog back on track: Challenge: Missed deadlines. Tip: Everyone at your company is busy, including you. Your posting schedule may get off track. Energy suddenly becomes low around writing more blogs. Initially, the interest was there, but now other priorities ...

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Six Healthcare Marketing Tactics to Empower Patients image

Healthcare Marketing

Creating the ultimate customer experience is a goal that organizations across all types of industries are talking about. In fact according to Gartner by 2018 more than 50% of businesses will focus their efforts on customer experiences. Healthcare organizations should be at the top of the list, working to make their practices positively connect with their patients. Healthcare marketing clearly revolves around patients’ needs and wants and as they have moved more online, so must marketing to reach and engage them effectively. And they are looking for help with everything including education, option evaluation, condition management, and so on. To serve patients better, marketers need to step-up their role and consider implementing these six strategic marketing tactics. Re-imagined Patient Portal. Clinical ...

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Event Marketing Preshow Tips image

Trade Shows

Trade shows offer a unique way to connect with your target audience for a little face-to-face time. Businesses in a range of industries including technology, construction, electronics, health & wellness, medical, business services, entertainment, etc. use trade events as a part of their overall marketing strategy. They provide an incredible opportunity to influence decision makers during a quick, in-person presentation or conversation. There’s really nothing like it today. Businesses of any size get to experience exposure to a large number of potential customers with the ability to interact with them personally. Customer engagement is at its highest when attendees and company representatives have some time to begin communicating and building relationships. Many companies understand that in order for this to happen ...

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Beyond AI: Marketing Makes Way for Machine Learning image

Machine Learning

So many of our everyday marketing decisions are driven by data. Companies have caught on to the importance of gathering data, and do so now from across multiple platforms. In fact, so much data is being collected these days that by 2020 it will have quadrupled what was accumulated in 2015, according to the market research firm, International Data Corp. Data’s value though comes from using it to garner insights and then putting those insights into practice to improve your business. That’s why artificial intelligence has made its way into marketing lingo over the past few years. Something needed to be done to harness all the data. Today, sites like Pinterest use AI to program their systems to assist with ...

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Short & Simple: Infographics are a Marketer’s Dream Tool image

Short Simple Infographics

Developing online content creation is an important marketing objective for almost any company in any industry. In fact, the goal today should really be on delivering the best content possible to really engage customers and drive sales. And one of the best tools available to marketers to accomplish this is still the infographic. Indeed, marketers have been using infographics since at least 2010. The use of infographics goes back further than that though if you think about it. Remember picking up a copy of USA Today 20 years ago and seeing the colorful little graphic organizer in the lower corner on the front page of every section? When USA Today first began publishing in the early 80s it differentiated itself ...

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How to Write Compelling Customer Success Stories image

Customer Success Stories

Looking for a way to nudge a prospect into purchasing and becoming a valued customer? A compelling customer success story can do the trick. Clearly communicating how your product or service has helped solve a real world problem for a customer makes your company’s offerings relatable and tangible to others in a positive and effective way different from all other types of marketing and advertising. No matter whether you use the term case study, testimonial or customer success story, it is one of the most powerful content marketing approaches companies can use today. A customer success story demonstrates the benefits of your products, your services, your company -- rather than just tell about them. Delivering this type of differentiation during ...

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Incorporate New PR Metrics to Measure Meaningful ROI image

Public Relations

Public Relations (PR) has often been treated as this stand alone category that marketers know has value, but have had trouble justifying when it comes time to report on its return on investment (ROI). No, PR isn’t a real easy concept to understand because it is often intangible. There’s no widget at the end of the day that you can hold up and say, “I made this.” The results are often more long-term in nature to track and don’t fit into a neatly laid out set of common reporting metrics. So it might surprise you to learn that companies spend an estimated $11 billion on PR annually. While both small and large companies recognize its significance to varying degrees, both struggle ...

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Salesforce and Dropbox Partnership to Enhance Collaboration and Customer Experience image

Salesforce Dropbox Partnership

Dropbox and Salesforce announced a global partnership agreement last week to help customers of both companies get more from the joint use of their products and services. Salesforce has the No 1 marketshare in customer relationship management products and Dropbox Business is the largest collaboration network in the world. According to Salesforce, the idea is to enable companies of all types and sizes to work with their value chains to better understand and serve their customers’ needs across sales, service, marketing and other commerce channels. Increase Brand Engagement & Productivity The companies wanted to focus on two main areas – brand engagement and digital asset management and productivity and collaboration for teams working in a cloud environment. The integration will allow customers ...

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Conduct Small Market Research Projects to Help Your Business Grow image

Market Research

Market research is important. There’s no way to get around it. Whether you’re in start-up mode or an established company, it provides an important foundation for your marketing decision-making. It helps you learn about your market, potential customers, and the competitive environment. Additionally, it offers valuable insight that can help minimize risks associated with managing your marketing mix and the various elements of more long-term marketing planning. There are several key marketing tactics that businesses can make with market research information, such as: Establish price Emphasize selected product features Choose type of advertising Design promotional messages Understanding the consumer and your product’s position relative to the competition will produce the results you’re looking for. That’s why from the onset market research ...

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The Dos and Don’ts of IT Marketing image

IT Marketing

Gone are the days where IT can practically sell itself. Demand for IT is there, but so are competitors. In order to succeed, you’ll have to stand out from the crowd. Want to create IT marketing that wows? Then heed these important dos and don’ts. 3 IT Marketing Do’s Create a target audience, be ethical, and become an expert: 3 important IT marketing do’s. Read on for some solid advice. Do Find Your Target Audience As with all marketing, you need to establish a target audience before anything else. As traditional marketing loses favor, we’re moving away from mass, non-personalized marketing and into more niched and focused marketing. Who are you trying to sell to? What are they looking for? How can ...

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Use Local SEO Content to Stand Out From the Pack image

SEO Content

Gone are the days of using Yellow Pages to find local business; that search has moved online. With the ever-increasing importance Google places on local search, marketers will need to up their SEO game, namely within a certain region. We’ll look at on-page local SEO elements to include, important link building strategies, customer reviews, and the creation of solid local SEO content. Local SEO Must-Haves Before you can get to the local content, you’ll need to ensure that both your website and the pages within it are locally search optimized. Some important elements to include: Add NAP (Name, Address, Phone Number) to the header or footer of your website. Use the name of your city and its suburbs throughout site pages. Include ...

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Press the Send Button Now image

Email Marketing

Email marketing. Some may consider this to be old-school already. But we’re here to tell you, it’s alive and well and you should be doing it too. While it may not be the shiny new toy on the shelf, email marketing has a proven track record of consistently working. It is an affordable tool that more times than not provides a better ROI than Google AdWords and Facebook ads. For small businesses and start-ups in particular, it’s become a lifeline to growing their business. According to Forrester data, small businesses allocate about 10 percent of their marketing budgets on email marketing, which totaled approximately $2.8 billion in 2017. That’s a good thing because Forrester also reports that consumer email attitudes ...

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5 Keys to Marketing Success for Manufacturers image

5 Keys Marketing Success Manufacturers

Marketing is evolving rapidly, and becoming more complex for manufacturers of all types. At the same time, traditional marketing is becoming less effective, if not obsolete. So what are the most effective marketing initiatives and tactics for manufacturers? Following are 5 Keys to marketing success for manufacturers including branding, digital excellence, content, lead generation, and sales support. Branding 2.0 When the author started his career, advertising, collateral (ala brochures/catalogs), publicity and trade shows were all the marketing required to win. Today, advertising is all but obsolete for most marketers. Collateral is all digital, and trade shows and publicity may or may not be viable communications channels. No question, for leading manufacturers strong branding is still critical, including brand names, logos, messaging, ...

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Is the Google Maccabees Update Real? How You Should React image

Google Maccabees

There’s been murmuring of a recent Maccabees update on Google. Is this update as major as everyone thinks or normal maintenance? Who’s affected? And how should they respond? We explore all the details below. Why is everyone freaking out over Maccabees? It all happened between December 12-14 when multiple sites noticed 20-30% site traffic loss. It didn’t appear seasonally related and left business owners and marketers scratching their heads to find an explanation. What does Google have to Say? A Google spokesperson explained that this wasn’t a major Google update. Rather, it was a series of minor updates made to the core algorithm as “part of regular and routine efforts to improve relevancy.” Danny Sullivan, Google’s public liason for search, also responded on ...

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Trends in Healthcare Marketing image

Healthcare Marketing Trends

Healthcare marketing, like other forms of marketing, is becoming increasingly consumer-friendly. Rather than talking at consumers, marketers are starting conversations with them. Want to create healthcare marketing that resonates? Keep the following trends in mind when marketing. Have a Clear Mission in Mind Make sure your healthcare organization has a clear mission statement in place. If one doesn’t exist, it’s critical to create one. It should align with your business’s values and make sense with the services you provide. You will then use this mission statement to plan your marketing strategy. Succeed in B2B and B2C Being involved in the healthcare industry will likely mean you will need to market to not only patients, but their insurance providers. Have consumer and business facing ...

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How to Select a Content Marketing Agency image

content agency selection

No question, content marketing is likely the hottest topic in, well, marketing! Want proof? A 2016 study identified that 88% of business-to-business (B2B) marketers, and 76% of business-to-consumer (B2C) marketers are using content marketing (Source: Content Marketing Institute). This “How to Select a Content Marketing Agency ” blog considers some top thought leaders perspectives on the subject, along with a Top 5 Content Marketing Agency Selection Checklist, and some relevant content marketing resources. Before diving into the subject, consider the same study identified that B2B marketers use an average of 13 content marketing tactics out of a total of 25 possible, while B2C use an average of 12 out of a total of 24 tactics. That’s a lot of content! Our latest ...

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Content Marketing Guide: Best Practices, Tips & Trade Secrets image

content marketing guide

A new content marketing guide is available that details 3 phases of the content marketing process:  planning, implementation, and measurement. Both business-to-business (B2B) and business-to-consumer (B2C) content marketing scenarios were considered. Numerous content marketing examples and resources are provided. The Guide starts with the premise that content marketing is the hottest topic in all of marketing. Why? Because according to a 2016 study by the Content Marketing Institute and MarketingProfs, 88% of B2B marketers and 76% of B2C marketers are using content marketing. The content planning phase includes defining objectives, determining content topics, and identifying content types or tactics. Regarding tactics, the aforementioned studies identified both B2B and B2C content tactics in the charts below. No question, there are major differences in content types ...

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Blogging Best Practices: Top 10 Tips image

blogging

According to a recent study, blogging is used by 81% of business marketers, and 77% of consumer marketers (Source: Content Marketing Institute). No question, Blogging is now a proven marketing tactic for most marketing scenarios. Why? Because effective blogging can drive significant and measurable website traffic, build search engine authority, improve social media engagement, reinforce a thought leadership image, and even generate sales leads. So how can a marketer blog more effectively? Following are Top 10 Tips for Blogging Excellence with explanations of each, along with some additional resources. Top 10 Tips for Blogging Excellence: 1. How to Plan a Blog 2. Key Content Considerations 3. Properly Integrate Blog and Website 4. Employ all possible SEO 5. Blog Titles are Critical 6. Lead Generation Techniques 7. Use relevant ...

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