When a high profile B2C brand like Nike or Red Bull posts online, it might get thousands—sometimes even millions—of...
Marketing Communications Articles
Use Selfies to Build Your Company Brand
Like many Americans, I visited a National Park this summer. And like many Americans, the crowds overwhelmed me. (Read...
Every Brand Story Needs a Hero
In content marketing, the brand story is everything. While content marketing is relatively new, storytelling has been...
Your Customers: The Only Marketing Measurement That Matters
“Half of the money I spend on advertising is wasted. The problem is that I don’t know which half.” – John Wanamaker (1838-1922) John Wanamaker opened his first store in 1861 and is considered by many to be the inventor of the modern department store. He was a...
Relationship Marketing Wins over Price and Promotion
Savvy business owners know that relationships are essential for success. In their bestselling book The Go-Giver, authors Bob Burg and John David Mann use a business parable to make the point that, all things being equal, people prefer doing business with people they...
No Small Tomatoes: How to Maximize Social Media Value
If you’re busy running your business, you may not feel that you have time for social media. Believe me, I get it. It’s easy to fritter away hours on Facebook and other social media platforms like Twitter, Pinterest, LinkedIn, and Instagram without seeing immediate...
Monitor Your Word of Mouth to Keep Your Business Growing
Word of mouth is a powerful force. It can help your business grow—or it can keep it from reaching its full potential. As a business owner, you need to understand exactly what word of mouth is doing for you. An organization called TARP conducted research that found for...
Make the Most of Your Social Media Effort (and Stay Sane)
If you run an independent local business you may be questioning the value of social media—especially now that the days of organic (i.e., “free”) likes are over. Even with the support of a much larger parent brand, some independent operators are finding it difficult to...
Leverage Word of Mouth Marketing for Your Business
The best way to grow a businesses is through word of mouth marketing. It is nearly impossible to succeed with an advertising-centric approach, and here’s why: You need over-the-top creativity—today’s ads are expected to educate, entertain and enthrall (the “Wow!”...
10 Questions to Ask Before Hiring a Content Marketing Firm
Thanks to rapidly evolving technologies and new content marketing outlets, anyone can produce their own content without relying on traditional media to get the word out. Of course, therein lies the opportunity and the problem. Barraged with data, consumers are showing...
A Content Marketing Strategy to Maximize Your Company’s Time and Resources
Creating and producing high quality content are essential tasks for any marketing department seeking to build brand visibility and drive consumer engagement. Yet the time and resources required to produce great content and to build a strong social brand are why many...
Even Unsexy Brands Can Hit Pay Dirt on Pinterest
If you’ve thought of Pinterest as a platform for food and fashion brands, type in the word “fungicide” and see what pops up. Granted, fungicide doesn’t automatically come to mind when most people think about the popular picture-sharing site. But when you need to...