A company’s brand is more than just its logo. It is what the company outwardly projects and how the company tells us as potential clients and consumers what they are about, what they value, and what we can expect from their product or service.
It is also what sets a company apart from the competition and how they tell their audience why they should pick them and not someone else. I believe Jeff Bezos aptly summarized it when he said, “Your brand is what people say about you when you’re not in the room.”
Maybe your agency has asked you what you like/don’t like/hope to see/want more of? Sometimes it helps to look outside of your brand, campaign--even industry altogether.
So where do you look to reinvigorate your ideas and shake up your senses? There’s a ton of things to keep in mind, as marketing is not a hard and fast science.
“Sitting is the new smoking”, is the new catchphrase in the medical community. But just as a sedentary lifestyle is detrimental to health, a static online presence is unfavorable for healthcare professionals, especially those looking to grow the number of patients coming through their doors.
Today´s competitive environment demands doctor´s offices, dentists, plastic surgeons and physical therapists, to adopt and adapt dynamic inbound marketing techniques traditionally used by small businesses.
If within budget, key branded photography for your marketing materials is a winning marketing tactic. Never underestimate the power of a good visual...as they say, a picture is worth a thousand words!
Photography and visuals help to quickly communicate with your target market and can create a magical, speedy sense of connection.
With a photograph, a consumer can quickly understand why they should be interested in something, how they make connections with it, where it fits into their life and, essentially, whether or not they should take that call-to-action to keep reading, click, sign up or more.
Have you ever joined a social media site, watched an online video or downloaded a free document from a website, just because you read that it’s free and beneficial to you?
Those are examples of a call to action (also known as a CTA). And they’re ALL over the Internet.
Why? Because they work. They are a necessary tactic to gain leads.
A CTA uses text and a link to persuade an audience to do an immediate action that is in the best interest of the company, while also benefitting the audience.
If marketing were a Medieval Kingdom, the marriage of Neuromarketing and Social Media would be akin to an alliance between England and Spain. And while neuroscience has been around for a while, like a quiet heir waiting in line for the throne, social media has come of age with glory and pomp.
This alliance has granted us social media marketers, the possibility of better engaging our potential customers and increasing conversion rates.
Most business owners, large or small, do not really understand why journalists write about some topics and not about others. It’s also common for business owners to think that many happenings within their business should be turned into a press release (and eventually, into a news article.)
As a previous journalist and editor, and as a current PR professional, I am here to clarify and help your business with its press release distribution efforts.
The New Year is coming, and nothing could be more helpful than taking a good, over-arching glance at your content strategy and aligning it with your marketing goals. With a good plan laid out, you’ll always feel at-the-ready when it comes to a key arm of your marketing plan: content! So plan to build--and keep--your readership in 2016 with valuable, consistent content.
For starters, it’s important to look the the year ahead, as well as your goals ahead.
Don’t just pull things out of a hat or think of what you may be most interested in reading. Really get strategic! Who is your audience? Who are you speaking to? How can you content help warm them to your goals, and shape your plans? How can you lead them through your conversion funnel with interesting content? These are the types of things that will help make your content work for you!
I recently met a friend of mine, whom I had not seen in years. So much so, that he did not know I had founded an online marketing agency. He had married his college sweetheart and moved to the East Coast. As we were catching up, he shared that he had recently launched a business and hired a local online marketing agency. Then he asked me to take a look at their proposal, since he valued my opinion and “knew nothing about the Internet”.
The incident got me thinking about how hard it for a small business owner to evaluate an online marketing proposal. Though savvy businesspeople know that moving their advertising dollars from print and traditional media to the digital arena is necessary, they often lack the tools to assess what they are being offered and what to expect. If you have been looking for an online marketing agency and reading proposals, this is what you should consider…
Hopefully, before you were presented with any strategy or quote, you met with the agency. On that meeting, you should have had the opportunity to share information about your business and the goals you wish to accomplish with the campaign. The agency must describe their services and explain how they can help you achieve your vision. Though I am evidently a tech fan, I really prefer to meet any potential clients in person, which lets me get a better sense of the business and the people behind it.
The early bird gets the worm.
Or, at least, you have much better odds of getting the worm than those who procrastinate.
Now that the end of the year is approaching, this might naturally feel like a good time to slack off. Alas, there is pivotal research and planning to be done!
When you take the time to plan ahead, you are more likely to budget wisely, use your time more efficiently and think up creative tactics to beat out your competition.
A new year brings new opportunities, new obstacles and new goals. Do some brain storming and figure out what those are for your business!
Read my below-mentioned ideas about what you should do in December 2015 to get ahead for 2016.