Marketing With Authority
There are a few ways for marketing to be effective. For example, you can have compelling marketing that resonates through its emotional authenticity. You can have memorable marketing that is funny, or splashy, or groundbreaking. You can also get a lot of results by creating marketing that conveys a great deal of authority. But, obviously, […]
Make Marketing More Than Lip Service
In 2020, more than ever before, it’s essential that companies communicate their stance on important social and cultural issues of the day. Sometimes, that task lives with PR. Often, it remains in the realm of Comms. But increasingly, we see that effort cross over to Marketing. From website ads to television commercials, typical revenue-driving efforts […]
Comfort Marketing: A Return to Basics
It’s a stressful time to work in marketing. But here’s the good news: You don’t actually have to overthink in order to compensate for the challenges introduced by the coronavirus. In fact, for marketers and consumers alike, this is a time for returning to basics. Everyone is seeking the comforts of the familiar. That means […]
Pandemic Planning with the 4 “P”s of Marketing
Having a hard time coming up with new campaigns lately? If you’re like most professionals, many of your meetings are probably spent discussing what’s different, what’s allowed, and what other companies are doing. That’s also true for marketers, but dwelling on these repetitive conversations can lengthen the period of time it takes to complete projects. […]
What’s Safest: Timely or Evergreen Campaigns?
So, you’ve scrapped the marketing campaigns that you had planned for this spring and summer. They no longer had the right tone for today’s climate. As you’re thinking about what kind of marketing to replace those with, you might be facing a common conundrum: Should you create evergreen creative? Or should you create something very […]
How to Share Bad News with Customers and Clients
Often, marketing focuses on sharing good news. You might be highlighting the positive aspects of a brand (like a new community initiative), or you might be advertising news about a special event (like a sale). But what happens when you need to share some news with your mailing lists that they might not be too […]
Why It’s OK to Outsource Marketing: aka, Getting by with a Little Help from Your Friends
Sometimes you feel like you’ve got everything taken care of, and you can do it all yourself. Your company might be running smoothly and handling its business needs efficiently, in-house. You might have a whole department dedicated to marketing, or you might rotate duties among a small staff, piecemeal. Whatever works for you might be […]
How to Create Webinars That Actually Pay Off
In our last blog post, we discussed the rising popularity of webinars for business. They’re an entertaining and engaging way to share ideas and connect with new audiences. But they do require a lot of time and energy to produce high-quality webinars that will actually attract viewers and produce ROI. So, before you get started, […]
Importance of Webinars in 2020
Remember when podcasts came out of nowhere and became the “next big thing”? Maybe your company even temporarily went crazy for video content. Well it’s no surprise that these channels have fully merged into one of the surging marketing trends of the year: webinars. Sure, they’ve been around for years in various forms, so why […]
3 Tips to Improve Your Customer Experience in 2020
Have you heard? We are no longer in the age of the influencer. We are moving ever more steadily to the purest of forms: the age of the customer. U.S. companies are losing up to $62 billion a year due to bad customer experiences, according to a 2016 report by New Voice Media. That means […]