Posts Tagged ‘digital marketing’

The Power and Potential of Local Search

Thursday, November 17th, 2022

Think about how you use search engines (most likely Google) to find information about goods and services you are planning to purchase. Chances are, in most cases, your searches are local. Sure Amazon is a top consumer site when purchasing things, but since the pandemic and in a tight economy, there’s a growing interest in “buying local.” (more…)

Digital Marketing and the Small Business: A Perfect Match

Thursday, November 10th, 2022

Most small businesses don’t have the big budgets that big brands have. Yet they need to make an impact through their marketing and communication efforts. That, obviously, can be a challenge.

Digital marketing, though, represents significant opportunity for small businesses.

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Generating Responses, Followers, and Referrals—An “A-ha!” Moment

Monday, September 26th, 2022

17877227 – social media

A while ago I experienced an interesting phenomenon related to the release of my monthly e-letter. I’d gotten into the practice of posting notices to various LinkedIn groups when a new e-letter was available, inviting new subscribers. I had been doing this for about 14 months and (more…)

When It Comes to Hyper-personalization Use Your Spidey Senses

Thursday, September 1st, 2022

Digital technology available today makes it possible to hyper-personalize communications with customers and prospects. But, just because you can, doesn’t mean you should. I think the biggest mistake that marketers can make in pursuing hyper-personalization (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…)

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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Use Digital Platforms to Drive In-Store Traffic, and Vice Versa

Tuesday, January 19th, 2021

In the modern retail landscape, digital is no longer a threat to the in-store shopping experience. In fact, smart retailers have come to see e-commerce as a tool to boost in-store foot traffic. This represents a new phenomenon called ROPO (research online, purchase offline), where consumers start their shopping journeys online but complete them in-store.

This is a strategy used by 82 percent of consumers, according to Retail Customer Experience. Because of this, experts stress how important it is for retailers to have a strong presence in both physical and digital environments. (more…)

Best Practices in Repurposing Content

Tuesday, January 5th, 2021

It can be extremely expensive to feed the constant demand for content from a wide range of audiences. Content marketing has become a major industry in the 21st century, with companies of all types and sizes working hard to produce content to help them distinguish themselves from competitors as they attract and engage audiences that can represent potential customers.

The costs of content creation can be positively affected, though, if companies work strategically to repurpose content in various ways. The mantra of any efficiency-oriented content creator or team should be “Create once, use many times.” Why let valuable content become buried as new content is created? Here we take a look at some practical advice from content creators who have learned to make the most of what they create. (more…)

Communication Lessons From COVID That Will Last Long Past the Pandemic

Saturday, December 19th, 2020

It’s fair to say that few, if any, companies—or their communication staff—were prepared to respond quickly and appropriately to the impacts of the COVID-19 pandemic. As millions of employees suddenly found themselves working remotely from their homes and millions of customers found themselves suddenly shut off from the companies and brands they typically engaged with, communication professionals began grappling with important questions, including the following: (more…)

Following the Trends in Influencer Marketing

Friday, November 27th, 2020

While it may seem like it’s a 21st-century thing, influencer marketing has been around since the early 20th century. One of the earliest influencers was Santa Claus, a character modernized and reinvented by Coca-Cola. Today’s influencers tend to be real people—PewDiePie, Logan Paul, Zoella, and others—many who leapt to fame thanks to the wide reach of social media channels, such as YouTube and Instagram. But influencers today come in a lot of forms depending on the target audience. Business-es, products, and services of all types leverage the audience, reach, and endorsement power of influencers to grow awareness and preference for what they have to offer. (more…)