Is Your Brand Relevant?

Posted by Scott Vetter

May 21, 2015 7:10:15 AM

Many years ago, we dealt with a local retail clothing chain that catered to a young demographic. They were very aware of their market’s needs and wants, and the importance of how well their brand reflected that market. The owner was relatively young himself, but a very intelligent fellow with valuable experience and good business instincts. Often, when we presented a campaign, he would stare at it for a while and muse over the creative or messaging. He would say something along the lines of “This isn’t anything like I had in mind… but let’s consider how it might play out and what it can do for our brand.” Nine times out of ten he endorsed the campaign. Only part of the credit goes to our team. A large part of the credit goes to the client: first of all for providing us with the insight to fully appreciate his market; and then to remove any ego from his decision and apply his business and market knowledge to best support his brand.

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Topics: branding, business development, strategy

S.M.A.R.T Marketing Goals

Posted by Alexa Oliver

May 13, 2015 10:49:00 AM

It should come as no surprise that goals are important for your business and marketing strategy. They drive you forward and act as the X on the proverbial map to the buried treasure of success. However, it’s never quite so easy to stick to that advice. Day to day operations shorten your vision, making it hard to keep goals in mind. If you’re not constantly engaging with your goals, then the old adage “out of sight, out of mind” applies — and your business suffers.

That’s why S.M.A.R.T. goals are so important. By breaking them down into specific, measurable, attainable, relevant, and timely steps, you’re more likely to keep them in mind and put them on place when looking at your business processes. As a result, you make strides towards them and reap the rewards.

 

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Topics: marketing strategy, goals, business strategy

The New Mobile-Friendly Website Imperative: What All Top Businesses Already Know

Posted by Claire Phillipowsky

May 6, 2015 1:28:00 PM

A mobile-friendly website is more important for businesses now than ever. To be mobile-friendly, a website must be designed with Responsive Web Design (RWD) in mind – meaning the content is designed to automatically adapt and restructure itself to work on smaller mobile screens.

 

Until a couple weeks ago, it was simply considered good business practice to become mobile-friendly, but Google has officially made it an online imperative. A couple weeks ago, Google’s search engine made a change that strongly and automatically prioritizes mobile-friendly sites over those that are not. This means that those without a mobile-friendly site will be pushed down the search results pages, making them not only harder to find, but also potentially landing them beneath their mobile-friendly competitors. This change can result in less web traffic to non-mobile-friendly sites, potentially resulting in lost sales.

 

A non-mobile-friendly site now says one of a few things about a company, either: it cannot or will not spend the money to go mobile, it doesn’t care, or that it is completely oblivious to the needs of its market. The future is changing and its time to adapt or face losing out on missed opportunities.

 

If this hasn’t convinced the undecided, here are a few more of the many other reasons to become (and suggestions for becoming) mobile-friendly.

 

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Topics: mobile devices, RWD

5 Things You Need To Know When Writing Ad Copy

Posted by Scott Vetter

Apr 30, 2015 8:32:04 AM

With 25 years in the marketing business I’ve had the privilege to work with some very talented individuals and savvy clients. Working with truly brilliant minds can be thrilling, gratifying and humbling all at the same time. One thing that has always impressed me is a well written ad. Good ad copy, be it for print, radio, television or online, captivates and informs the audience, positions the brand, and compels the audience to react in a favourable manner. That’s asking a lot of some text — even if it is dressed up with some nice photos, videos or sound. 

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Topics: advertising, Inbound marketing, content

Don’t Ignore Those Smaller Conversion Steps

Posted by Dave Auten

Apr 29, 2015 8:38:10 AM

Conversion is an often-used sales and marketing term that can cover a lot of ground in today's internet powered world of small and medium sized enterprises. Sales conversions are straight forward enough but marketing conversions are less direct and more subtle. Marketing conversions are the smaller conversion steps necessary to reach those bigger sales conversions.

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Topics: Inbound marketing, online sales conversions

Google’s Rolling out Their Mobile-Friendly algorithm. Are You ready?

Posted by Doug McCaffrey

Apr 24, 2015 8:45:16 AM

This week Google released a significant new algorithm change that’s meant to better promote mobile-friendly websites.

 

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Topics: Google, mobile devices, website design

Why Marketing Automation Makes Sense for B2B and B2C Ecommerce

Posted by Claire Phillipowsky

Apr 20, 2015 3:27:16 PM

Marketing Automation allows marketers and businesses to maximize the effectiveness of their online marketing efforts. There are many great platforms out there, but they all offer the ability to better target, engage, and nurture your prospects into loyal, paying customers.

 

Marketing automation is a particularly good choice for both B2B and B2C ecommerce because it allows you to better engage prospects and customers based on their online behaviour, ultimately increasing online sales.

 

If some of your problems include:

• Being unable to derive meaningful, real-time online campaign performance data and ROI

• Decreasing email campaign results

• Little or no growth with online marketing sales

 

I suggest looking to marketing automation for your solution. Here’s why.

 

 

 

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Picking the Right CMS for Your Business

Posted by Alexa Oliver

Apr 16, 2015 10:55:00 AM

A content management system (CMS) does exactly what the name implies: it will help you manage all the content you’re producing for your website or blog. Some systems go beyond that, and help you manage every part of your marketing process. When you’re creating a marketing strategy, it can be easy to get caught up in what you’ll fill the system with and how you’ll use it. While all that is important, you have to consider where you’ll post the content. Different CMS systems fit different needs. Here’s a list of things to consider before you start posting:

 

  

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Topics: blogging, content, CMS

5 Components for a Successful Strategic Marketing Plan

Posted by Scott Vetter

Apr 10, 2015 7:06:00 AM

A little while back, I had lunch with a couple of communication executives, each working for a different national association. One was a client. The reason for the lunch was to introduce me to the non-client and provide some insight into a PR issue they were having. Their issue concerned a lobby group that was spreading some mis-truths. The association wanted to come out heavy and refute the erroneous claims, which is an understandable reaction, but one that could well fan the flames and create a much bigger fire.

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Topics: branding, marketing strategy, strategic plans

Business Blogging: How to Develop Blog Topics

Posted by Dave Auten

Apr 8, 2015 9:06:00 AM

Blogging is one of the cornerstones in attracting quality leads to your business online. Coming up with relevant and interesting blog topics, however, can be challenging over the long term. Here is some advice on how to develop a supply of helpful topics that your target audience will appreciate.

 

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Topics: blogging, business development, lead generation

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