The dust is still settling after a pressure-filled holiday season for the retail industry. It always takes about a month or two for me (and my wallet!) to recover and reflect on takeaways that we can apply to our planning for the New Year. Retailers were certainly challenged by the shortest holiday shopping season since 2002,... More »Six Strategies for Fast-Tracking Mobile and Social Commerce
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The more I listen to what Google has to say about SEO, the more I realize they are either clueless about how their own product works, or they are trying to pull a fast one on us. Well, let’s begin with the fact that “Google” doesn’t actually say anything. Google the search engine is an... More »Warning: Listening to Marketing “Authorities” Can Ruin Your Business
Over the last few weeks I’ve noticed a handful of articles discussing the devaluation of brands in a world of near perfect information. It has me thinking about the effect such a change would have on traditional marketing approaches. And, more importantly, the implications on brand loyalty programs, product launches, and small businesses vs big... More »Will Online Reviews & Testimonials Kill Traditional Branding?
Designing an infographic is a great way to repurpose content. Having multiple ways for people to view your content allows you to reach more people and this type of visual content helps drive engagement. Forty percent of people will respond better to visual information as opposed to texts or links. Customers are more likely to... More »3 Basic Design Tips For Designing An Infographic
Marketing automation is a term we hear a lot today. But how does it affect the bottom line? Is it worth the investment? Before diving into those questions, it’s important to establish how automation software ties together your marketing and sales operations. The two often treat their funnels as separate entities, but they’re really parts... More »4 Ways Marketing Automation Helps The B2B Sales Process
At the heart of content marketing is storytelling, the main strategic approach informing the development of content which enhances brand equity and reputation. The telling of stories in business is the prime responsibility of public relations, so it is a natural progression for PR to take the lead role in content marketing. When we talk... More »Should Public Relations Claim Control of Content Marketing?
Whether we like it or not, jargon infiltrates nearly every field. Our doctors diagnose us with “pyrosis” (code for “heartburn”), our kid’s preschool teacher says to work on “spatial reasoning skills” (code for “do more puzzles”), and our neighbor down the street casually mentions the “A&P” (code for “administration and personnel” in the federal government)—and... More »Use Jargon to Educate, Not Obfuscate
Ninety-two percent of consumers say they trust word-of-mouth recommendations above all other forms of advertising, according to Nielsen. Needless to say, customer testimonials are among the most effective marketing tools available, because they: Serve as social proof. Build credibility and trust. Transcend platforms and marketing channels. Allow you to pinpoint your company’s strengths. Below are... More »5 Tips for Getting Meaningful Customer Testimonials
In a perfect world, we’d always be on top of our game. But if anything, human nature has taught us we’re not perfect. We have lapses—some may or may not be our fault. We make mistakes. And we fail. It’s not ideal, but it happens. Organizations—and their brands—are affected in the same way. And what... More »How Organizations Can Turn Customer Set-Backs Into Opportunity
What’s your organization’s brand promise? Do you know? If you do know, is it top of mind? Or is it just printed on a few fancy posters or scrolling through your company-installed screen saver on your laptop? Your brand promise should be a promise to your customers. It should be something they understand before, during... More »Your Brand Promise is Your Customer Experience Mission
Content marketing has risen to become a key component in any marketing strategy, with its success expected to further expand in 2014. Below, we look at four myths about content marketing that you should be wary not to be deceived by: Content Marketing is a Cheap Alternative to Promote a Business A viral hit can... More »4 Myths About Content Marketing
Brush off your skepticism marketers, because the stats are in, and the results are clear — high calibre email marketing produces great results. According to HubSpot, for every $1 companies invest in email marketing, $40 is generated in revenue. There’s just no denying it, as much as some of us may want to. And while composing... More »Debunking the Art of Email Marketing
Talking about your business is easy. As the owner or head of marketing, you likely know the ins and outs of your company and your industry. You know the business’s strengths, and what sets it apart from others, but do your customers? Sharing content on your website, your blog and on social media channels is... More »How Do I Know If My Content Is Engaging?
While it’s true that design plays a large and obvious role in conversion rate optimization, copywriting can deliver similarly huge lifts in conversions. Even the littlest copywriting tweak can drastically improve your conversion rate with far less time and effort than a design tweak. The only way to take advantage of all this potential low-hanging... More »Top 10 Copywriting A/B Tests to Boost Conversions
Before deciding it’s time for a mobile strategy and a responsive website, many business owners are skeptical , continuously reverting back to the big question: is it really that important? The simplest answer: yes. But to truly sway those skeptics, here’s a story about the typical interactions of mobile customers (your mobile customers), and how... More »A Day in the Life of Your Mobile Customer
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