Archive for the ‘Internet Marketing’ Category

Are You Making Your Customers Work Too Hard? They May Just Give Up.

Thursday, August 25th, 2022

Sometimes I think the most simple thing that we can do as businesspeople and marketers is “put ourselves in the shoes” 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?

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Avoiding Paralysis by Analysis: How Much Research Do You Really Need To Do?

Tuesday, August 2nd, 2022

Moving forward with communication tactics without a good understanding of the target audience, their current attitudes and beliefs, and the drivers that might lead them to positive action relative to your product or service is never a good idea.

On the other hand, many companies—particularly small companies—don’t have the time or resources to invest in expensive research activities.

It’s a conundrum—but one that can be addressed (more…)

You’re Using LinkedIn the Wrong Way—Here’s What We Recommend Instead

Tuesday, June 7th, 2022

social media marketing, how to use linkedin, twitter, facebook and other channels to achieve marketing results

I’ve had a LinkedIn profile since 2009. It has become the top source of referrals for my content marketing and marketing consulting services. Not because of the “brilliant” posts I share. Not because I get tons of likes and shares. Not because I write clever copy.

So how have I successfully leveraged LinkedIn to generate leads—and new clients—consistently? (more…)

How Can You Find the Right Focus For Your Marketing Messages?

Friday, May 13th, 2022

A prospective client contacted us recently wanting to produce a white paper to serve as a promotional tool. The white paper needed to include: a focus on the new national campaign theme, a focus on the new local campaign theme, a focus on the areas served, a focus on the organization’s new direction for the coming year, a focus on…OK, hopefully, you get the point.

If you focus on everything, you’re focused on nothing!

It’s tough to focus. Any organization has multiple objectives and messages that need to be conveyed and there can be a tendency to try to “do it all” in one message. The trouble with that, though, is (more…)

Brand Ambassadors vs. Influencers – What’s the Difference?

Friday, February 11th, 2022
We hear a lot about influencers in today’s digital marketing environment, especially related to such channels as Instagram and YouTube. Influencers leveraging these sites include well-known names (in certain circles) like MrBeast, Jake Paul and others who not only have massive followers but are making a massive amount of money from those who want to leverage those followers.
While most small businesses aren’t likely to either build or gain access to these top influencers, they do have the opportunity to leverage another powerful group– brand ambassadors.

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Must-Have Skills for Today’s Marketers to Excel

Tuesday, January 11th, 2022
The field of marketing is vastly different today than it was even three to five years ago. While the basic principles and concepts of effective marketing, from an academic standpoint, really haven’t changed much, what has changed is the ways marketers do their work and the kind of work they do.

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5 Simple Website Mistakes That Many Businesses Make

Tuesday, January 4th, 2022
market research, marketing researchWe work frequently with clients to evaluate/audit and make recommendations for improvements to their websites and write website content. In addition, Linda serves as a digital marketing specialist with the State of Wisconsin’s Business Intelligence Team and Purdue University. In this role she reviews and makes recommendations to websites of small but growing companies.
Through this work, we tend to see some very common (and, fortunately, easy to fix) mistakes being made. Here we take a look at “5 Simple Website Mistakes That Many Businesses Make.”

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This is Why LinkedIn Isn’t Working for You!

Tuesday, December 7th, 2021

We’ve been managing our own, and client, LinkedIn profiles and company pages for several years now. I’ve always been a big LinkedIn fan and I’ve seen interest in using LinkedIn for business development grow significantly during the pandemic as opportunities to connect in person with clients and prospects has diminished, or disappeared in some cases. As we work with clients who are new to LinkedIn we tend to see a lot of the same issues that are hindering their ability to use this powerful business-to-business (B2B) social media channel most effectively. After working with a couple of new clients to help them develop and fine-tune their strategy, I thought I’d share some of the most common missteps I see and offer some advice for others who don’t feel they’re getting enough traction on LinkedIn (or other social channels—the same best practices apply there as well). (more…)

Challenging the Notion of TOFU, MOFU, BOFU – What Does Today’s Buyer’s Journey Really Look Like?

Tuesday, November 16th, 2021

17543135 - hand drawing website marketing concept with white chalk on blackboard.

First there was AIDA, then the notion of a sales “funnel” emerged and the concept of a buyer’s journey that began at the top of the funnel (TOFU), moved to the middle of the funnel (MOFU) and ultimately ended with a sale at the bottom of the funnel (BOFU). But is this concept too simplistic—and too linear—to truly represent today’s buyer’s journey? Was this model ever relevant in a business-to-business environment? Are content marketers wasting their time attempting to create copy that focuses, discreetly, on TOFU, MOFU, BOFU?

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Social Media Tips to Drive Sales for Small Businesses

Thursday, October 7th, 2021
social media marketing, how to use linkedin, twitter, facebook and other channels to achieve marketing resultsSocial media has become a very cost-effective way to connect with, and influence, various audiences including customers and potential customers. In fact, over the years, we have come to rely less on more traditional forms of marketing communications (e.g., print or broadcast advertising, direct mail, etc.) and more on digital channels of communication, like social media.