The late, great Yankee, Yogi Berra was a prophetic quote machine. One of my favorites has always been, “If you don’t know where you are going, you’ll end up someplace else.” As silly as it sounds, it’s powerful advice. When it comes to measuring marketing performance, it’s imperative to plan your path to success. With that, until you know where you’re starting (setting the benchmark), how do you know where that path will go? Setting the benchmark is important in data-driven marketing campaigns. If you have a program that measures against specific KPI (Key Performance Indicators), but have no benchmarkMore Marketing News →
Ah, yes. The daunting craft of consistent content creation. A promotional video for YouTube. A post for the web site. A photo or graphic or video snippet on Instagram. A handful of tweets. And don’t forget to share them to SnapChat, LinkedIn and Facebook. Post an explainer vid on TikTok. And on and on. It’s exhausting! Or is it? In the decade-plus I’ve been developing content strategies for businesses and organizations, staying ahead of the content creation cycle and maintaining consistency always comes down to one simple thing: capitalizing on good content. So I’m going to give you a littleMore Marketing News →
In a recent conversation with a client, we discussed their struggles recruiting and retaining quality employees. While this is not an uncommon issue these days, we’re seeing companies turn to the marketing communications side to support and augment HR efforts in these matters. Some items we discussed to help gaining traction and retention with new employee recruitment: DEFINE YOUR PRODUCT (Is this the job for them?): Start with the job description. Be upfront with the need each applicant will fulfill as well as the value the hire will provide to the company. The job description and subsequent posting (on yourMore Marketing News →
More than blogging, more than newsletter fodder or search engine optimization (SEO) and keyword depth, the content you develop within a strategic content marketing program has the power to truly impact sales. The more you can tell the story of your company, the stronger your team can present itself to your customers. For your sales team, content marketing provides a voice beyond product specifications, statistics and pricing. It offers depth, knowledge and leverage. While many content marketing campaigns focus on external distribution in a public-facing approach, imagine the value of crafting these stories to empower your sales team. The informationMore Marketing News →
Engaging brands on Twitter and Facebook and other various social media channels have a unique challenge when it comes to truly building community and support behind their brands. Do brand managers monitoring their social media experience engage every tweet and post that mentions their name, product, service or industry? How appropriate is it to “chime in” on conversation streams with advice and “promotions?” And when is the line crossed from Good Social Media Practice to Something Dangerous? Below, we’ve put together four helpful tips to remember when it comes to being a good steward of your social media brand. WhileMore Marketing News →
WHAT IF… and just go with me for a second, here… WHAT IF your current email marketing campaign offered more than a 10% discount on your damn widget? WHAT IF your email marketing, in times of crisis, offered HOPE… offered UNDERSTANDING… offered RELIEF?
Food for thought…More Marketing News →
Weathering a business crisis requires a focus on the long game. When considering your crisis messaging strategy, be firmly focused on transparency, consistency and calm to assure your employees & customers that tomorrow will be a better day with better opportunities.More Marketing News →
We were notified shortly after 3AM that brute force attacks and complex access attacks were increasing exponentially on a few of our client sites. With properly protected sites, we only had to go in and block a few (dozen) IP addresses, but with attacks jumping by MILLIONS, we’re happy to have had the protections in place to begin with. We were able to make quick work of locking down all of our sites and fending off the attacks.
What do YOU do when your WordPress Web site is attacked?More Marketing News →
Direct mail marketing programs are not dead. They should be an integral part of your Direct Marketing Strategy. Contrary to every social media super star’s testimony to the contrary, when you use “Snail Mail” to send something of value to a customer or a prospect, it’s going to get noticed. I don’t care who you are or what your thoughts are when it comes to checking the mailbox, if there’s something in there with weight, or girth – better yet, if it makes noise – you’re going to open it. And for a marketer, that’s 90% of the battle. WeMore Marketing News →
Sometimes I get so laser-focused on the “day-to-day” that I forget the joy in what I do. Outside graphic design, outside web development and maintenance, outside content writing, outside video, outside all of the “tasks,” I love (pronounced “luuuuuuuv”) strategy. As Marie Kondo says, “It sparks Joy.” I love the why. I especially love the how. There’s little more exciting to me than a blank slate laid out in front of me with a goal on one end and a deadline on the other. So, Andy, how do we make the two connect? Today I set aside the “day-to-day” andMore Marketing News →