Archive for the ‘Marketing and Branding’ Category

Making an Offer They Can’t Refuse—or Use

Monday, December 2nd, 2019

by Justin Grensing, Esq., MBA

The tension between the marketing function and the operations function has a well-established history. Marketing wants to sell, but operations has to deliver. Sure it’s great to come up with an idea to sell custom-built widgets at a low price with quick delivery. But, ultimately,  someone (operations) actually has to deliver. (more…)

Please follow and like us:
error

Important Marketing and Branding Takeaways From Krispy Kreme and a Youthful Entrepreneur

Wednesday, November 27th, 2019

by Justin Grensing, Esq., MBA

Every once in a while, a real-life situation comes up that lends itself nicely to some core marketing concepts. These serve as great teaching tools and discussion points because they actually happened, and they’re relatable. Here’s a recent example involving Krispy Kreme and an entrepreneurial college student. (more…)

Please follow and like us:
error

Every Employee a Brand Ambassador: A Message for Healthcare Providers (and others)

Thursday, October 10th, 2019

Think your clinical staff members—primarily doctors and nurses—are the only ones, or the most important ones to impact the patient experience? Think again. Every single one of your employees and volunteers has an opportunity to influence the patient experience while on the job, and off. In fact, every single one of these individuals has the opportunity to influence patients’ choices when they are considering a new provider or care facility.

While on the job, and off. (more…)

Please follow and like us:
error

Use Your Boilerplate to Sell, Your Content to Tell

Tuesday, October 1st, 2019

by Linda Pophal

 

best practices for copywriting and content marketing

Strategic Communications has been working with clients for a number of years now (since 2008). We’ve helped dozens of clients establish themselves as thought leaders and/or drive traffic to their websites to generate leads and drive conversions. Long before then (I won’t even say how long because it scares me!), I was writing features for business and professional trade publications and spent a number of years as a copywriter, writing marketing copy as part of my full-time job.

(more…)

Please follow and like us:
error

Could Holographic Tech Change the Way We Communicate?

Friday, August 30th, 2019

by Justin Grensing, Esq., MBA

Communication is key to any business, whether it’s a meeting with potential clients on a sales opportunity or coordinating and staying in touch with staff. Distance is becoming less and less of a hindrance to effective and meaningful communication. New technologies introduced over the last two centuries have greatly enhanced our ability to stay connected; from the telegraph to the telephone to internet and video conferencing we can now see and hear people from anywhere in the world in real time. And a recent strategy by a 2020 presidential hopeful is demonstrating the increasing development of the latest iteration of long-distance communication. (more…)

Please follow and like us:
error

Keeping Your Awareness and Engagement Efforts Focused

Tuesday, August 13th, 2019

market research, marketing researchWe’ve written before about the sales funnel—the process through which potential customers become aware of, engage with and, hopefully, ultimately become actual customers of your company. The first part of this funnel is typically referred to as “awareness.” This is the stage at which the market—as you’ve defined it—becomes aware of your product or service. They may never be interested in making a purchase or even learning more about you, but they are aware you exist and have entered this first section of your funnel.

At the heart of the sales process is the drive to move potential customers through the funnel from awareness to action—i.e., making a purchase. A lot of resources are put into measuring the losses at each stage of the funnel and figuring out the sources of that attrition and how to reduce it. Unfortunately, a lot of these resources may be wasted. (more…)

Please follow and like us:
error

How Businesses Often Fumble with Customer Feedback

Thursday, August 8th, 2019

Hiring marketing or content marketing talent?Businesses spend a lot of time and money trying to gain insights into how customers perceive their product or service offerings. This might involve conducting surveys and focus groups to hear directly from customers. Or, it might involve efforts to ascertain customer preferences based on online behavior and purchase decisions. And yet, despite the general accessibility of this type of information, so many businesses still misread customers. That lack of awareness limits their ability to improve the customer experience.  (more…)

Please follow and like us:
error

Benefits of Better Tracking for Marketing Spend

Tuesday, August 6th, 2019

content marketing, content management, content strategy, strategic marketing, marketing strategically, strategic communicationsOne of the persistent challenges for marketing departments is the ability to determine a reliable and justifiable return on investment for their marketing spend. One common reason given for this challenge is the difficulty in attributing revenue to specific marketing activities. But in an article for Forbes, Stephen Diorio argues that there is a need for improvement in how the money that is spent is categorized and tracked. (more…)

Please follow and like us:
error

That’s Irrational! The Weird Ways Consumers Behave and Why

Thursday, August 1st, 2019

Economic theory has some fundamental assumptions underpinning it. One of the most important is that people behave rationally. In other words, that the decisions we make are designed to fulfill our best interests.

But we know this is not always the case. (more…)

Please follow and like us:
error

No-Cost, Low-Cost Ways to Boost Your Brand

Tuesday, July 30th, 2019

We’ve previously discussed the challenges many companies face when trying to calculate an ROI on their marketing efforts. For small and medium-sized businesses, this can make it difficult to justify increasing spend on marketing efforts.

But, just because you feel like you can’t spend more money on marketing doesn’t mean you can’t invest in your brand. (more…)

Please follow and like us:
error