Archive for the ‘Strategy’ Category

Intuition vs. Thoughtful Decision: Finding the Right Balance

Friday, September 30th, 2016

business decisions, making effective decisions, business decision-making, intuition

In business even the biggest companies don’t always get it right. Things move quickly in the business world and we’re all operating in a very fluid, and volatile, environment. While it’s easy, in hindsight, to be critical of the blunders that even the most powerful organizations in the world fall prey to, it’s important to keep in mind how pressure often gets in the way of making a thoroughly thought-out decision.

Sometimes, of course, the pace of change prevents the level of research and analysis that some might feel most comfortable with. Business leaders need to have sound instincts for making snap decisions that could have enormous implications for the business, its shareholders, its employees and its customers.

Here are three ways to help find the right balance between intuition and thoughtful decision to boost the odds that you’re more often right, than wrong. (more…)

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Why Profiling is Good For You

Tuesday, August 16th, 2016

diversity, profiling, marketing segmentation, targeting, positioning, writing copy, targeting minority audiences

I’ve been in marketing for many, many years — in fact, I could say for most of my life. I grew up in a family-owned business that I was forced to work in at a very young age. My father had some unique ways of promoting his business that my brother and I were conscripted into. One of those was riding through the streets and neighborhoods of Milwaukee as our dad drove a van painted with do-nut characters, with speakers on the top blaring out Chuck Berry songs. (more…)

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6 Steps and 6 Days to an Effective Content Strategy: Day 4

Monday, July 18th, 2016

content marketing, content management, content strategy, strategic marketing, marketing strategically, strategic communicationsJazz Jones has a clear focus on her goals, objectives and her target audience. She knows who she’s attempting to influence and she’s done thorough research into their AIOs (activities, interests and opinions). Now, she’s ready for the next important step in creating a content strategy. (more…)

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6 Steps and 6 Days to an Effective Content Strategy: Day 2

Thursday, July 14th, 2016

 content marketing, content management, content strategy, strategic marketing, marketing strategically, strategic communications

Jazz Jones is hoping to build business for her leadership development coaching for healthcare professionals. She’s clarified her goals and objectives and is ready for Step 2: (more…)

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6 Steps and 6 Days to an Effective Content Strategy

Tuesday, July 12th, 2016

 There is no shortage of content marketing experts these days, and there’s no shortage of ideas on the best ways for companies to leverage their content to achieve desired results. The problem is that these ideas are often without context–not grounded in real-world examples that can help would-be content marketers get their arms around what content strategy is all about.

Here, through a fictional example of a company that’s interested in gaining clients and driving business through content marketing, we apply the advice of content marketing experts to demonstrate how it can be used in concrete ways. (more…)

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Even Very Small Businesses Can Benefit From Strategic PR

Thursday, June 23rd, 2016

Creative business corporate work concept: tablet computer PC, modern black glossy touchscreen smartphone with news internet web site, stack of newspapers, cup or mug of fresh coffee and metal ballpoint pen on wooden office table

Publicity is key for any business, and while most companies probably think first about paid advertising, there’s no reason you need to spend money to get the word out about your product and service offerings. Savvy marketers are always looking for ways to get free publicity through third parties, such as news outlets or celebrities. For example, having a popular sports figure wear your company’s clothing or shoes can make your brand seem trendy and relevant. An industry publication mentioning an award or positive survey your product or service received can add credibility and a sense of value. A news story about a grand opening of a new branch of your business increases consumer awareness.

And it’s not just the fact that the publicity is free that makes third-party promotion so desirable. (more…)

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Driving Valuable Backlinks Through Exceptional Contributed Content

Tuesday, June 21st, 2016

Keyboard - smallAs a strategic marketing company, we have promoted the importance of marketing for any business loudly and often. At the same time, we understand that small businesses are often operating on razor-thin margins (if they’re even in the black at all) and may not have substantial cash reserves on hand to fund an aggressive marketing campaign. Fortunately, a large war chest is by no means a necessity in successful marketing. (more…)

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In Marketing—Of Any Kind—It Pays to Be Consistent!

Saturday, June 18th, 2016

BrandWhat do your Facebook page, your primary business website, your Twitter feed and your direct mailing materials have in common? Hopefully it’s a lot of things, and not just the fact that they are part of your content marketing and branding strategies. Although these are all different media, it’s important to make sure that your branding standards are both consistent across all social channels, and in alignment with your corporate website and overall branding guidelines. (more…)

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Branding “From the Inside, Out”: Two Important Considerations

Tuesday, May 24th, 2016

Generally, we advise clients to view their organizations, products and services from the “outside in.” In other words, they need to put themselves in the position of their desired audience and consider what is important to their audience, rather than what is important to them. Too often organizations talk about how they need to “communicate our value proposition.” The truth is, it’s not their value proposition that matters– (more…)

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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…)

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