Categories ArchivesMarketing Strategies

Case Studies are Key to New Business image

Case Studies

Sure, telling a buyer what your business can do for them is important; but it’s also important to prove that your words are more than just words. Case studies are a great form of proof that tells a potential customer what your business has already done in a compelling way. It also gives a customer a better sense of what can be accomplished for them and establishes a level of credibility and trustworthiness. Here’s everything to know about case studies and creating and marketing one of your own. 4 Benefits of Case Studies Why a case study? Here are 4 important reasons. Evergreen Content Case studies, for the most part, are evergreen. Even if marketing practices have changed, it offers ...

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Captivating Millennials on Instagram image

Millennials on Instagram 1

Millennials are the most connected generation to date. And as marketers, that’s something we need to remind ourselves of every day. The reason being – they use that connectedness as a tool in their shopping and purchasing decision-making process. Our job is to find ways to leverage that characteristic in our marketing efforts. An interesting strategy for reaching Millennials to increase brand awareness and relationship development is to create a campaign on Instagram. Fifty-nine percent of Millennials currently use Instagram and about one-quarter say they plan to spend more time on it over the next year. Furthermore, a survey by Bustle found that 80 percent of those polled said social media is the best way to reach them, and of ...

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Website Page Speed – An Important Search Ranking Metric image

Website Page Speed

Please take a minute and check out your website’s speed at Google’s PageSpeed Insights. It really does only take a minute or two and it is paramount to your business’s success. (And also consider a more in-depth, free website analysis for more actionable tips to improve your complete online visibility.) Why? Page speed is and always has been important to how your website gets ranked in organic search from desktops because people care about how quickly they can find answers to their questions. Now as more people have moved their searches to mobile devices, this metric is now becoming imperative to searches of this nature as well. This was the impetus behind Google’s mobile-first index, which prioritizes how your website ...

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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. ...

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How to Implement Experiential Marketing for your Brand image

Experiential Marketing

The movement towards building a customer centric company is leading marketers to consider a shift toward experiential marketing. Experiential marketing or engagement marketing puts the customer and their needs squarely on center stage. It is a strategy that immerses the customer and engages them to experience a brand in creative and unique ways. This helps customers form memorable, emotional connections with a company’s products and services, creating strong customer loyalty. It also allows for customers to have a conversation with a brand rather than just have messages pushed at them. The event or experience may be offline, but that doesn’t mean it can’t generate online content. You might not think that it can create dialogue, but according to the 2016 ...

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Promo Codes Help Drive E-commerce Sales image

Promo Codes

As more and more marketing moves toward a digital strategy, companies need to continue to delight and entice customers during their online experience. A pervasive and persuasive tactic happening during online shopping are pop-ups that feature promotion codes. Those great quick offers like – Use 4ofJuly at checkout for $20 off your order over the Fourth of July Weekend. Consumers are even going and looking for promo codes on sites such as RetailMeNot or coupons.com, if they’re not provided one. They offer value to marketers to help consumers feel like they’re getting the best deal around. They also offer companies a way to track the ROI of their campaigns. And there is definitely a psychology behind using promotions/coupons. According to ...

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What is the Next Big Thing in Marketing? image

Big Thing in Marketing

It’s important for all marketers to stay on their toes and adapt to the ever-changing marketing climate. At the very least, it’s critical for their survival against rivaling companies; if they aren’t adopting the newest practices, they can easily fall behind. At the very best, marketers can spot a new way to gain an edge over competitors. So, what is the next big thing in marketing? We explore some possible theories. Voice Search Alexa, Google Voice, Siri – voice search is becoming widely adopted, and quickly. Consider that the trend is one of the most quickly adopted trends in history. 40% of US adults are using voice search at least once per day, and 60% of those have only started ...

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How to Win at RankBrain image

SEO

Search engine optimization (SEO) is evolving in 2018 as Google now says 100 percent of its queries are processed through its artificial intelligence (AI) program, RankBrain. RankBrain was actually introduced in October of 2015, but it wasn’t until last year that Google confirmed it is among the top three most influential ranking factors in its overall larger algorithm. What is RankBrain Rankbrain is an AI-powered tool designed to try and understand user intent, to understand what a user is really searching for and present those results. RankBrain is all about making the user experience more relevant. It looks at every user’s search terms, then compares these to billions of other searches and assumes the intent or the interpretation of what ...

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Make Your Email Signature Part of Your Marketing Strategy image

Email Signatures

Don’t miss out on an important marketing tool…..your email signature. Yes, this often underrated feature included in every email is a powerful vehicle for establishing your corporate identity and company brand to a range of diverse stakeholders. To get a handle on why email signatures are imperative to good business communication, let’s consider the following statistics. According to Radicati Group’s 2017 Study, just over 3.7 billion email users send 269 billion emails each day worldwide. That marks continued growth from 2015 numbers that had about 205 billion emails being sent daily. The Study also forecasts an annual growth rate of 4.4 percent over the next four years, estimating that by the end of 2021 a little over 4 billion email ...

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How Marketing Can Ensure Sales Success image

marketing ensure sales success

Companies with strong sales and marketing alignment grow revenue at a 64% greater rate than those a little more fractured. It shouldn’t come as a surprise. In order for a company to be truly successful, you’ll want everyone – from HR to IT to Marketing – to be on the same page. If each department has separate goals, how can they work cohesively towards the company’s vision together? Marketing and Sales, in particular, rely on each other heavily. Marketing’s communications lure the customer in, and Sales ensures they commit to the final purchase. Without Marketing, there are no leads, and without Sales, there are no transactions. Because of their close reliance on one another, it’s important that they work together ...

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How to Use Psychographics to Enhance Your Marketing Strategy image

Psychographics Marketing Strategy

Demographics, although important, don’t provide you a complete understanding of your target audience.  It’s often their interests, values, beliefs that act as explanations for consumer behavior. That’s where the collection of psychographics come in. What are psychographics? If demographics describe who your target audience is, then psychographics explain why. The “why” will tell you what consumers are expecting and looking for, giving you the opportunity to fulfill these needs. Demographic information often includes: Age Gender Race Employment Status Location Salary Psychographics, on the other hand, explore very different categories of information: Activities (work, hobbies, entertainment, etc.) Interests (fashion, food, etc.) Opinions (politics, culture, future, etc.) Psychographics greatly enhance your understanding of your customers, allowing you to improve your strategy. This ...

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Google Local Business URLs: Get Customers to Take Action From Search image

Google Local Business URLs

Google recently released a new feature that will allow searchers to take actions, like making a reservation, right from the search results page or Google Maps. If you you own or work for a website or mobile app which offers restaurant reservations, appointment booking, online ordering, or other similar services which can be directly reserved or booked online by end users then you should leverage these actionable links. Here are instructions for implementing: How to Add Local Business URLS Your Google My Business listing can include links to specific actions which will appear with your listing within Google Search and maps. You can add your own URLs for the following actions: Placing an order Booking an appointment Reserving a table ...

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5 Tips For Promoting Your Mobile App image

5 Tips for Promoting Your Mobile App

  If you think having an app is only for big name brands and Snapchat, then you’re wrong. Creating an app as part of your marketing strategy is one of the biggest trends this year and it’s recognized among all types of businesses. Even celebrities are creating their own apps. If there is a part of your life you wish you could make easier (or more fun), then there’s always an app for that. Almost everyone with a smartphone has a slew of apps that they’ve downloaded for a reason. All marketers need to do is give the customers a reason for downloading your app. Here are 5 tips for promoting your app. Feature the App in a Blog and ...

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7 Habits of Highly Effective Marketers image

7 Habits of Effective Marketers

Stephen Covey published the hugely popular self-help book, “The 7 Habits of Highly Effective People” in 1989. 14 million copies later, a number of copy-cat topics have surfaced across all disciplines, and you know marketing is on this bandwagon! Nevertheless, we think there is still an opportunity for another perspective. Perhaps a modern marketing filter? Thanks in advance for indulging. Of course, to begin such an assignment, a Google search quickly identifies several attempts at the subject. The search also results in some more focused topics like 7 habits of effective digital marketing, content marketing, and inbound marketing. During this exercise, I found, not surprisingly, an email marketing software vendor identifying data and CRM software as highly effective marketing habits. ...

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How to Use Big Data for Marketing image

How to use Big Data for marketing

  What is big data? It’s hard to say when it’s an evolving term in an evolving industry. Big data can be used in a number of different ways, which can be complex for a company with a massive volume of data. Each industry has it’s own structured and unstructured data to analyze, but as the marketing industry has transformed over the years, new software and technology has given businesses of all sizes the ability to reach an audience at lower costs. However, it takes a certain skill in analyzing big data and strategically reach the right customers at the right time.

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Modern Marketing Resolutions for 2015 image

The time has come to reflect on our year of accomplishments and create new resolutions for 2015. As marketers, our resolutions are very similar to personal goals like being better listeners, revamping our image, or simply being more human. For 2015, let’s focus on what’s important in modern marketing. Here are four important marketing resolutions to start focusing on: 1. Focus on Mobile It is now clear that almost everyone is holding a mobile device in hand whether it is a smart phone or tablet. This new way of consuming the digital world has all been transformed to mobile. On social networks alone there has been a 55% engagement in the past year and that number continues to grow into ...

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2014 Marketing Trends That Didn’t Go So Well image

2014 Marketing Trends That Failed

As the end of 2014 approaches, we thought we would take a look back at marketing trends of the year. 2014 was an innovative year for marketing, however, for every successful marketing trend, there were many other trends that were not so good. Here is a look at some failed strategies and tools that are fading into obscurity. 1. QR Codes In the United States, QR codes are going to be next to meaningless in 2015. According to entrepreneur.com, in 2013, only 19.1 percent of consumers had ever scanned a QR code and these numbers have not significantly increased in 2014. One of the main reasons that QR codes are an ineffective strategy is because the majority of mobile users ...

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Marketing Agencies: How to Select the Right One image

Selecting a new marketing agency is one of the most important decisions a company will make. A new resource is now available to help brands and companies understand the best practices needed for successfully identifying and selecting a marketing agency partner. The Definitive Marketing Agency Selection Guide outlines 11 agency types, details a 4-step selection process, identifies key reasons for hiring and firing agencies, and provides several other valuable resources. Our friends from the Amalgamated Marketing Agency Network, an independent network of specialist agencies, have launched this must-read guide for any brand or company in search of a marketing agency of any type. The Definitive Marketing Agency Selection Guide As aforementioned, the Amalgamated Marketing Network is a network of highly ...

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7 Types of Marketing Organization Structures image

When you think of marketing organizations, what structures come to mind?  Do you believe in the strictly traditional marketing structures?  How should one organize their marketing team for optimal efficiency, communication, and customer focus? In this article, we will share the top trends in organizing a marketing team, as defined by a recent HubSpot study, The CMO’s Guide to Marketing Organization Structures.  In this, we will share the key features of efficient marketing teams, the structures that leading organizations use, and quotes from the organization leaders. We hope these generous contributions shed some light on the subject for marketing leaders who are rethinking how to organize their departments to take advantage of changes to all stages at the buying process. ...

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Direct Mail Best Practices: Part 1 image

What do you need to know about direct mail campaigns? Still a viable option to convert potential leads into customers, direct mail provides challenges and campaign structure.  In this three part article, we will teach you the best practices for developing and managing your mailing list, designing your content for direct mail, and the planning and execution needed to succeed in such a campaign. With special thanks to Eric Gagnon, contributor to the Business Marketing Institute, we would like to share the insight provided in Tuesday Marketing Notes: Executing Your Company’s B2B Direct Mail Projects Benefits of Direct Mail Campaigns Next to a promising mailing list and a hard-hitting, effective direct mail package, rapid, timely execution and diligent oversight are ...

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Top 10 Modern Marketing Resolutions For 2014 image

It is reported that only 8% of people achieve their New Year’s Resolutions. Don’t become another statistic. Make 2014 a year of marketing success with the following 10 modern marketing resolutions for your company: 1. We Will Get Visual As attention spans decrease, and the oversaturation of information continues, visual (and micro) content will become even more important. Infographics, videos, pictures. The popularity of sites like Instagram, Vine, or Snapchat is a clear indication of a preference shift towards visual. Visual content will dominate in 2014. Consider these statistics (Wishpond): 90% of information transmitted to the brain is visual, which is processed 60,000 times faster in the bran than text. Videos on landing pages increase average page conversion rates by ...

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3 Ways To Align Marketing & Sales in 2013 image

With increased pressure on both sales and marketing departments to do more with less, collaboration is no longer a pipe dream, but a requirement. The sales and marketing divide has been well documented and experienced throughout business history: “Our campaign was brilliant. It is the sales teams fault it did not succeed” – Marketing “The marketing department has no idea what customers are really like. And they set prices too high!” – Sales And, in the digital information age, the divide is expanding even more! Today, 83% of B2B buyers research and make product decisions online (Brafton). Thereby, communicating with the sales team of a company even less! The digital age has created its own set of challenges and opportunities ...

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Native Ads vs. Banner Ads image

You are more likely to die in a plane crash or win the lottery than click on a banner ad. You may have heard these statistics being discussed around the web, see more here. So, is native advertising any more effective? Lately there has been a lot of excitement surrounding native advertising. Below we will explore the effectiveness of native advertising beginning with the difference between native and banner ads, followed by an infographic that details the effectiveness of each, and an example of a controversial native advertisement from The Atlantic! What is Native Advertising? Native advertising uses text, photo, or video ads and integrates directly within content that is being viewed online, as opposed to banner ads which are ...

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B2B Buyer Personas – Development Tactics and Content image

“A buyer persona is a composite of different factors that affect your buyer and motivate him/her to buy. Your prospect’s buying cycle and buying decisions are situated within a larger context that must be understood in order to motiveate his/her buyer behavior” (MLT Creative). For B2B, buyer personas are especially complex due to typical B2B sales cycles. MarketingSherpa found that 41% of B2B firms have established buyer personas, while 47% of organizations have not (See more). A complete understanding of your buyer is critical in the development of communications, marketing materials, and content. Below we will share tactics in developing buyer personas. In addition, we detail what type of content to develop for four different B2B personas. Effective Tactics For ...

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Paid Search – Advanced Techniques image

In our three-part Paid Search Series, we have shared a variety of tips for winning the search war, including details on both paid search, or PPC, and organic search. Part one covered some the basics of PPC including keywords, placements, and rankings. Part two detailed the differences between paid and organic search. In our final post, we will be discussing more advanced techniques, including 3 critical components of starting a new campaign: choosing a campaign type, keyword match types, and bids and budgets. Choosing the Right Campaign Type The first consideration in any Adwords campaign is to choose the campaign type, which ultimately decides which types of ads you design and where they are seen. When choosing your campaign type, ...

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