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…)
Archive for the ‘Business Development’ Category
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…)
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…)
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…)
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…)
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…)
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…)
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…)