How much does your organization spend on your brand? Usually, this question yields answers in the following spending categories: research, logo design, collateral production, messaging, and ads. And maybe content, Social Media, and a few other things. While all of these are important, this list is missing the two fundamental delivery mechanisms [More]
Benjamin Franklin said that there were only two things certain in life: death and taxes. But at the end of every year, if you watch TV news, read magazines, or read a newspaper, you know that there is also a third certainty: the end-of-year retrospective. In the case of the Make It [More]
While websites aren't new, most organizations only redesign their website every 3-4 years - which is just enough time for everyone to forget what needs to be done to properly launch it. So, collected in one place, here is our list of what to do to launch your site: Three months prior to [More]
Influencers are incredibly powerful, not just because of their reach, but because of their trusted relationships. They can bring your name and your services to a completely new audience. They can provide insights into your market - and the market's view about you - that are uniquely valuable. They can [More]
Many marketers use webinars as an important strategy, but given the large investment developing the content, finding (and registering) attendees, and the logistics of production, how can you maximize the return on your webinar investment? Here are ten ideas that can help: Include a clear and easy call to action near the end [More]
Most marketers think of themselves as builders. Their work grows the organization, grows market share, grows the portfolio of products and services. A bit more tactically, the marketer builds page views, conversions, and social engagement; underlying all of these activities, the marketer builds trust, and builds relationships. But is there [More]
Have you ever considered why some emails resonate, and others seem just a bit off? While the general topic of copywriting has been handled here quite well, too often emails - especially ones that form part of a marketing automation sequence - fail because of one thing: voice. Consider these [More]
When you write, does everything that you put down on paper - or come out of your mouth - deliver exceptional value? Or is there a certain amount of low-value filler that invades your communications? There are three strategies that can significantly upgrade your value in the eyes of your [More]
Back in the dark ages of the internet, marketing was simple: send a monthly ezine, sales offers, and any other buzzworthy content down the pipe and a certain percentage of people will “convert.” Money automatically transferred into your account as the list was monetized. Today, it’s no longer that simple. [More]
Have you ever felt that you were being "sold" to? Perhaps an over-the-top marketing campaign, or perhaps a slightly-too-pushy salesperson? If so, then you're not alone; the question, however, is why. And why do organizations so often encourage such off-putting activities? Some of the obvious reasons: The momentum of the [More]
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