Insights

A Marathon-Minded Marketing Approach

Successful marketing campaigns require the effort and endurance of an athlete. No wonder so many marketers collapse after the mad dash that carries them across the finish line. Sprinting from one short-term finish line to the next is one way to outpace your competitors. But another is to view the challenges ahead of you, then develop a marketing campaign with, forgive us, “legs” effective enough to set your business apart in the long run.

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Presentation Mistakes Everyone Makes

Planning a presentation? You should know that public speaking is only partially about speaking. “War and Peace” is a brilliant novel, but if you stood at a podium and read it word for word to an audience, no matter how well you read aloud, you’d soon be reading to yourself. Your content and what you say are certainly important, but how you say it and how you present it demand equal attention. Whether you’re using PowerPoint or Keynote, speaking in a large auditorium or a small conference room, you can give an effective presentation by avoiding these common mistakes.

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Communicating Optimism: 5 smart steps

It’s natural to be cautious in times like these. But it’s just not good for your business — or your brand — to scale back marketing or communication drastically during this transitional period. Show your stakeholders that you’re looking forward to what the future holds.

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Focus on Marketing Fundamentals

It’s always a smart decision to periodically review the fundamentals of your marketing strategy. Focusing on the fundamentals makes especially good sense in today’s challenging economic climate when every organization is striving to do more with less. By answering three basic questions you can ensure that your organization is poised for growth.

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Holiday Greetings: Should you?

When it’s time to think about your company’s annual holiday card, do you start channeling your inner Grinch? Or do you go to last year’s card, change the date, and hit send? It’s easy to take your holiday card for granted or simply not send one at all, but is that a wise decision for your business?

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5 Essential Marketing Tools

Your company’s vision, mission, positioning, promise, and value proposition. They’re like the crisply tailored suit that you can’t live without. These essential tools should be durable, well-fitting, and reflect your style. (You may have to try on a few before you find the one that is just right.)

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The Web Experience

How long does it take web users to form an opinion? They arrive at your site, scan the headlines, survey the navigation, and glance at the visuals. What’s the experience you’ve created? And how does that affect what they’ll do next? Take a minute to look at your website — with a judgmental eye. Then answer these six questions.

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The Customer Continuum: Turning Casual Web Users Into Loyal Customers

Sure, your website looks marvelous, but is it doing enough to grow your business? Is it working hard enough to turn casual browsers into loyal customers? Understanding the “customer continuum” can help. The continuum begins with awareness, moves through transformation and engagement, then ends with allegiance. Whether your site is e-commerce, informational, or promotional, it should move customers quickly… Read more »

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Personas: Using fiction to inspire fact

Your communications must speak to audiences in terms as familiar as an instant message, addressing their unique priorities and needs. Otherwise, you’ll never motivate your desired response. Don’t know your audiences that well? That’s where personas come in. Personas can help you discover what will enthuse target audiences and inspire them to act.

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Email Marketing: 7 make-or-break decisions about the subject line

Attention e-marketers: Ignore the small things at your peril. It’s the eve of your latest email campaign. You’ve been preparing for weeks. You feel good about your prospects as you draw closer to hitting the send button and letting the world know who you are and what you have to offer. Then someone asks what the subject line should say. Believe it or not, your response to this question is the pivotal moment in your campaign.

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