Archive for the ‘Business Development’ Category

Are You Creating, or Removing, Barriers for People to Buy Your Product/Service?

Tuesday, May 10th, 2016

Sometimes I think the most simple thing that we can do as businesspeople and marketers is to “put ourselves in the shoes” – literally – of our prospects and customers. Are we making it easy to buy? Or are we setting up unintentional barriers, however “slight,” that may interfere with – or obliterate – the purchasing process? (more…)

Being (Appropriately) Social Online: The Etiquette of Social Media Engagement

Thursday, April 21st, 2016

As the name suggests, social media is often a very informal means of conveying information. It’s familiar, colloquial and often has a personal touch – it’s social. So, when you’re using social media to support your business’ marketing needs, how should you behave? What’s the appropriate etiquette? (more…)

What South Park Can Teach Us About Transparency in Advertising

Tuesday, March 29th, 2016

As we’ve discussed so often, content is king when it comes to modern online advertising. One of the best ways to drive traffic to your site is to provide fresh, relevant content that is interesting and desirable to your target market. This isn’t advertising, because you’re not directly promoting your product or service. The goal is to entice audiences to visit your site and keep coming back because you provide a useful service. Hopefully they’ll look around your site a bit and start to develop a strong impression of your brand, whether it’s because they see you as an expert or because they feel that you represent the same values they do.

But there’s a line between content and advertising that is often crossed, and when that line is crossed, we end up with what is commonly referred to as native advertising. (more…)

Rebranding? Make It Pay!

Tuesday, March 22nd, 2016

Recently, we discussed the sincere contemplation and soul-seeking that should go into any decision to rebrand your business. Entrepreneur’s infographic “The 8 Must-Follow Rules for Rebranding Your Company” notes that competition and a changing audience are two primary reasons for rebranding, and points out some successes and failures among a few big-name brands.

So, even though we’ve covered this, it can’t be overstated: think long and hard about rebranding. Still want to rebrand? Ok, here’s how we suggest going about it. (more…)

Building Your Personal Brand

Thursday, March 10th, 2016

For many people, recognizing that they have a “personal brand” may be a foreign concept. After all, products have brands, right? Yes, that’s true but so do you! And, if you’re a business professional, you should realize that your services, whether as an entrepreneur, or an employee, are not commodities. To set yourself apart from your competition, it’s crucial to develop and promote your own, unique, personal brand. So how do you do it? We’ve covered the topic of personal branding in the past, but it’s one that’s certainly worth revisiting. (more…)

Twitter: Beyond Promotion

Thursday, March 3rd, 2016

Like most forms of social media, Twitter is largely used by businesses to promote a message, product or service. However, there are a number of uses for Twitter beyond purely promotional activities. Twitter, and other social media tools, can actually provide big benefits to businesses in multiple ways. Some of the ways we have used Twitter outside of traditional marketing include the following: (more…)

The One Thing You Need to Do to Build Your Brand: Walk the Talk!

Thursday, February 25th, 2016

PricewaterhouseCoopers U.S. chairman Robert Moritz has discussed the issue of engaging younger employees in an article for Harvard Business Review titled “The U.S. Chairman of PwC on Keeping Millennials Engaged.” While the article contains a number of intriguing insights, one point that stood out from a marketing perspective was a comment Moritz made in relation to how an organization and its leaders are perceived to reflect the stated values of that company. (more…)

What Defines an “Expert” in 2016?

Thursday, February 18th, 2016

In the “old days” finding experts was largely limited to identifying them through academic circles or highly regarded trade and professional publications. Experts were, in essence, “vetted” and those seeking their input could rely upon their veracity, authority and credentials. But, things have changed. Today, quite literally, anyone can be positioned as an “expert”–whether they really are or not. This has become possible because of the World Wide Web and a plethora of online communication channels, including websites, social media, blogs, etc. This is both a good and a bad thing. Interestingly, it is both good and bad for experts and non-experts. Here’s why: (more…)

Understanding the Changing Nature of Public Relations (PR)

Tuesday, February 2nd, 2016

As we move further into 2016, it’s an appropriate time for PR firms to reflect on the changing nature of their industry. What’s changing in the tools available and the expectations of customers? (more…)

Direct Mail Part II: Tips and Tricks for Making Direct Mail Work for You

Thursday, January 28th, 2016

In a recent blog post we discussed the great potential inherent in the oft-overlooked marketing strategy of direct mail. We discussed how direct mail has a more personal feeling and how it can grab the recipient’s attention more effectively than an email, which may be ignored or filtered into junk mail or spam folders. Hopefully we converted some skeptics.

Now we’d like to take a deeper dive to look at specific tips and tricks for making direct mailing campaigns work for your organization, something covered in greater depth in our book “Direct Mail in the Digital Age.”  (more…)