Archive for the ‘Business Development’ Category

How Well Are You Managing Your Personal Brand?

Tuesday, December 30th, 2014
Most of us are familiar with the concept of branding from a marketing perspective. Brands like Nike, Coca-Cola, IBM and Target are well known. Also well known is the time, effort, expense and attention that goes into managing brands. But brand management isn’t just for organizations. Individuals have brands too, and, just as with major companies, those brands need to be carefully managed to achieve desired results.

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Best Practices in Sending Holiday Greetings

Tuesday, December 23rd, 2014

This is the time of year when we reach out to friends, family members and business associates to share greetings of the season. But what was once a relatively straightforward practice has become increasingly complex both because of the growing awareness that not everyone celebrates the same holidays and because of the increasingly cluttered nature of both online and offline mailboxes.

How can you send a greeting that will be both received and relevant but will not inadvertently offend some segment of your audience? (more…)

Are You Competing for Market Share in a Red Ocean?

Tuesday, December 16th, 2014

As marketers, we are constantly trying to assist the clients and organizations we work with to expand and capture market share. And while this goal is fundamental to mainstream marketing and business strategy, it overlooks a key concept often neglected by many organizations: blue ocean strategy. (more…)

Interested in Content Marketing? What’s Your Strategy?

Thursday, December 4th, 2014

Top executives at successful manufacturing companies will tell you that even if you have the world’s greatest product, your business will struggle if you don’t have a great distribution strategy. The same is true for online content. Often, content providers and marketers focus too much on the message and not enough on the delivery of the message. It’s like coming up with a great idea, but not sharing that idea with anyone.

Jayson DeMers discusses this common shortcoming in an article for Harvard Business Review called “Why No One’s Reading Your Marketing Content.” As DeMers says, “Having a smart distribution model is just as important as developing good content in the first place – it’s how you bring in more business.” (more…)

Why Your Customer Surveys Just Aren’t Working

Tuesday, December 2nd, 2014

Customer surveys are one of the most commonly used arrows in a marketer’s quiver. What better way to get an idea of how your customers think than by asking them directly? While the basic idea is sound, the execution of customer surveys is often lacking. (more…)

Engaging Customers in Real-Time Product and Service Development

Wednesday, November 26th, 2014

Traditional forms of marketing often pose a challenge for businesses in that they are often necessarily reactionary. Generally, marketers can’t determine customers’ satisfaction with a product or service until it’s already been created and introduced. By that time, it may be too late. (more…)

The Critically Important Audience You May Be Overlooking

Monday, November 24th, 2014

It’s probably no surprise that poor customer service can have an enormous amount of negative impact on your business. But what about poor service to employees? Does the internal satisfaction of your employees weigh on that metric? A recent article by Christine Porath in Harvard Business Review would suggest that it does. (more…)

Why You May Want to Avoid the Visual When Communicating With a B2B Audience

Tuesday, November 18th, 2014

Like virtually every industry, marketing has been transformed dramatically by advances in technology, particularly the increasing ease with which high quality digital media can be produced and distributed relatively cheaply online. Professional audio and video can be incorporated into a website or distributed through email marketing with ease, and this has led to an increase in the use of such media when marketing for a variety of products and services.

Marketers have taken advantage of new technology and digital content techniques by increasing their use of such material to promote their products and services. According to a dual survey of content marketers and the B2B audiences they serve, (more…)

A Wake-Up Call to the Newspaper Industry

Tuesday, November 11th, 2014

I had an experience recently that made me think: “Hmmm. Maybe this is one of the reasons the newspaper industry is struggling.”

After landing a new account recently, I began setting up my files and processes for gathering information about the client and sources of information that would help me stay on top of issues impacting them externally. This generally includes some combination of online sources, industry trade publications, etc. In this case, because of the type of business the client does, I decided to subscribe to the local paper because I wanted to add it to my morning reading ritual.

So, I went online to their website to subscribe. And that’s when the fun began. (more…)

Content Curation – Getting it Right

Thursday, November 6th, 2014

There has, perhaps, never been a time when the old saying “content is king” was more true than it is today. Why? Because the concept of “content marketing” is taking the world by storm. Marketers have embraced the opportunity to share content with their audiences through a variety of channels including websites, blog posts, social media whitepapers and more.

The big challenge: Continuing to create content that will connect with an audience and connect them to some action–even if that action is simply feeling favorably about an organization and its products or services or considering someone a “thought leader.” (more…)