Fad, Fiction, or Fact?

Posted by Alexa Oliver

Jul 29, 2015 11:30:15 AM

The Internet is an ever-evolving place. Since the beginning of the week, Google has announced it’s rolling back use of Google+ and Instagram is boasting record ad sales projections. As a marketer, it can be difficult to know what to follow and what to write off as nothing more than empty promises and passing trends that’ll have no real impact on the media landscape.

Here are some tips on what to follow and what to take with a grain of salt. 

Credit: iStock/Minerva Studio

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Topics: trends, social media

What to Consider When Writing for Web vs. the Page

Posted by Scott Vetter

Jul 17, 2015 7:00:00 AM

Is all content created equal? Our team has done a lot of writing for clients over the past couple decades. When PROSAR first started, we wrote content primarily for printed material: brochures, magazines, posters, ads, reports, even a national literacy program for students. Now, most of our content is used online: website, e-newsletters, banner ads and CTAs, whitepapers, and infographics.

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Topics: website, writing

I Have a Website, Why Do I Need Branding?

Posted by Dave Auten

Jul 14, 2015 3:24:36 PM

I have a website, a logo, and a mission statement, why do I need branding?

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Topics: branding, marketing strategy

[Do Not] Insert Catchy Blog Title Here

Posted by Alexa Oliver

Jul 9, 2015 4:06:00 PM

Aka, why forcing content will never get you anywhere (at least long term).

Content creation has a lot of benefits. It drives SEO, gives prospects and clients a reason to revisit your site, and helps establish you as an authority in your field. However, this content has to have a certain amount of authenticity to it for people to really resonate. If you try too hard, your audience will notice— and stop coming.

 

Credit: iStock/Mark Airs

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Topics: trends, social media, content

3 Important Considerations for Engagement

Posted by Sandy Benoit

Jul 3, 2015 8:28:53 AM

There are certain words related to social media that people tend to use without really knowing what they mean. Working within an international setting these days, I have come to realize that certain words can become unclear or lost in translation. ENGAGEMENT is such a term

We all want to engage our community, we want to increase our engagement online, or what about that engagement statistic on Facebook, what does that mean?

And what does engagement represent? 
  • Will it drive more sales?
  • Will it create a community of loyal customers?
  • Will they spread your brand and promotions like wildfire?

The short answer is probably not. But... why not?

Although I am a strong believer in social media, engagement and community, I have come to realize that other factors need to be considered in order to build the right strategy. Here is my list of critical components: Your Customer, Your Offer, Your Goal and Your Industry.

 

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Topics: social media, engage customers, customer engagement

3 Best Practices for Online Lead Generation

Posted by Dave Auten

Jun 30, 2015 2:24:31 PM

Lead generation is a popular phrase in modern sales and marketing, and justifiably so. A number of traditional techniques such as cold phone calls or creative advertising can be used to focus interest and draw attention to a company’s products and services. Wrap a strong company or brand around that attention and interest and you have leads to pursue. Leads are the lifeblood in providing a continuous supply of new business to a company, as any sales manager can attest to.

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Topics: Inbound marketing, lead generation

Why Marketing Automation?: Eliminate Blind Spots with Smart Lists and Lead Scoring

Posted by Claire Phillipowsky

Jun 25, 2015 10:52:00 PM

Your current situation: you have a database with your company’s contacts, leads, including past and potential customers. This database contains a bit of contact information about each one but, have you ever asked yourself: What do you truly know about them? In particular, what do you know about them that is meaningful to your company?

For example, what is their current interest (and degree of interest) in your products/services, and do they have the potential to ever be or should they be considered a qualified lead? These questions might leave you at a bit of a loss. 

Lastly, how do you avoid wasting company time on a long list of contacts (by sending out generic bulk emails or cold-calling, for example) that might not be ready to buy, and instead identify and refocus most of your attention on those with the greatest potential?

 

 

 

Credit: iStock / Rawpixel Ltd

 

Forget Cold-Calling:

Use Smart Lists and Lead Scoring to Automatically Gather Meaningful, Actionable Information About Your Contacts’ Interests and Behaviour

 

Lead Scoring and Smart List are two features offered by many marketing automation platforms that help you to automatically and dynamically collect valuable information about your contacts' online behaviour (e.g. what they click on, pages they visit from an email you send, forms they fill out etc.) resulting in actionable information for you and your company. Among other things, Lead Scoring and Smart Lists can let you know who is ready to buy, when they are ready to buy, and will provide you with the information you need about a contact’s behaviour and interests so you can tailor the appropriate message to close the deal.

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Topics: marketing automation, Leads

The ABCs of Tone

Posted by Alexa Oliver

Jun 23, 2015 4:03:00 PM

“Tone” is an abstract but critical concept for marketing. Just like perfect pitch is rare in singing, perfect tone is equally rare. In general, tone refers to how you’re delivering your message to the audience, and it’s important to understand the importance of the right tone. In the end, tone is the reason people keep listening.

While it’s impossible to create a sure-fire formula for the perfect tone every time, there are considerations to improving your tone across all platforms. Just remember ABC and you’ll be well on your way to better marketing.

Image credit: kadirkaba / iStock / ThinkStock

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Topics: social media, marketing, branding, engage customers

Add Your Website to Your Sales Team with these Steps

Posted by Scott Vetter

Jun 18, 2015 11:28:00 AM

 

Organizations have come to realize that websites are not static, however many continue to treat their websites as a passive, though pretty, information piece. Your website is always available to anyone with Internet access. Wouldn’t it make sense to treat your website as your virtual salesperson, always at the ready to engage with any viable prospect who browses by.

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Topics: inbound marketing strategy, website design

How to Find Your Ideal Client

Posted by Donna Kind

Jun 11, 2015 10:00:00 AM

Or, perhaps more to the point, how to make sure your ideal client finds you. All organizations face this issue, and it can be especially challenging for small businesses. But done right, online inbound marketing puts you in the driver’s seat – you just need a roadmap for success.

Oleksiy Mark/iStock/Thinkstock

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Topics: buyer persona, Inbound marketing, online marketing, market segment, customer engagement, target marketing

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