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Strategy Is Fun Too, You Know (Well, Fun-ish) by Pete Gaioni
It may be boring, but a thorough discovery and strategy-development process is essential before a website redesign. Here are five important elements of a redesign plan you should have in place and readily available... before the fun design stuff starts.
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Content Marketing Trends for 2012: What's in and What's Out by Pawan Deshpande
No doubt about it: 2011 was a big year for content marketing. Twice the number of marketers implement content marketing vs. the number of those who use print, television, and radio advertising. But what's in store for 2012?
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What Every New Business Should Know About Google's Ranking of Namesby Ann Smarty
Picking your brand name is crucial, and making sure that it's Google-friendly is even more important. Before you choose your brand name, learn three major facts about how Google rates and ranks personal and business names.
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Why Your Influencers Matter Now More Than Everby Gary Lee
In today's social climate, influencers are more important than ever in shaping impressions and customer actions. Connect with those powerful voices. Learn three steps to locating and engaging your key influencers.
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Is Your 'About Us' Page Effective?by Kevin B. Levi
For a small B2B business, the second most important page on its website after its homepage is its "About Us" page. Learn a highly effective formula for creating content for your "About Us" page, and how to track its effectiveness.
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The Value of Face-to-Face Marketing in a Virtual Ageby Rob Murphy
Both face-to-face and virtual marketing are essential components of any company's communications strategy. Learn the benefits of both approaches and how they can be combined to maximize return on investment.
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The Future of Marketing Is Crowdsourcedby Brandon Evans
Your customers will soon wield more and more power, becoming the most powerful communications channel. Are you ready for the new world of marketing? Learn the five keys to building a crowdsourced future..
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Customer Service Can Make or Break Your Brand: Eight Steps for Successby Barbara Bix
What's the use in receiving stellar product reviews and making lots of sales if you can't pick up the pieces when something goes wrong? Here are eight ways to protect your brand when tackling customer problems.
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Seven Simple Ways You Can Strengthen Customer Relationshipsby Stephanie Phillips
A company can successfully build its brand name in many ways, but perhaps the factor most important for its continued success is its relationships with clients. Learn to keep the magic alive—and get results.
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Embrace Irrationality: A Human- vs. Customer-Centric Approach to Marketingby Jeremi Karnell
Are you ready for the new marketing paradigm that's emerging? It's human-centric marketing, an evolution of the current customer-centric approach. And it will change the way we are introduced to and form relationships with brands.
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Why You Should Match a Brand's Marketing to Its Stage of Lifeby Dave Matli
Like living things, brands pass through life cycles. Marketing approaches that worked well when a company was in its growth phase may not work later in its life. Learn how the four stages of a brand's life dictate its marketing ...
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Tradigital Values: Reconciling Traditional and Digital Marketingby Rob McCready
Respecting traditional branding ideas in the face of an increasingly interactive marketplace may best be described as "tradigital." Here are four ways to marry traditional and digital values at your organization and get results.
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How to Use Customer Experience to Differentiate Your Brandby Wayne Marks
Differentiating a brand today requires expanding brand management from a traditional product, price, place, and promotion focus to a focus on customer experience as well. Here are four strategies that'll make your brand shine.
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Five Ways to Use Social Media Chatter in Your Email Campaignsby Hal Licino
Increasing social media chatter about your brand is almost always beneficial and can help drive sales. Take it a step further: Highlight the social buzz around your brand in your email campaigns using these five tips.
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Marketing to Motivate: The Secret of Intrinsic Rewardsby Ethan Whitehill
If we've learned anything in the last few years, it's that the old marketing model is broken. As a result of a seismic shift in influence, marketers are just now learning the big secret about motivation—people respond more favorably to ...
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Four Questions With Guy Kawasaki: Enchantment, Influence, and Marketing to the Rest of Usby Stephen Denny
Having been neck-deep in the psychology of influence and the business of marketing while launching my own book, I had the opportunity to ask Guy Kawasaki about succeeding by embracing the "nobodies," thinking differently about demand generation, and enchanting your ...
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Pitfalls of Corporate-Rebranding Implementation (and a Helpful Checklist)by Christine R. Valeriann
Corporate rebranding is intricate and time-consuming; but with the mergers, acquisitions, and ownership changes of the current dynamic business environment, it's a necessary endeavor. Avoid these pitfalls and use this checklist to ensure uniform, integrated distribution of your new brand/name.
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Killing Giants: Three Rules for Toppling the Goliath in Your Industry by Stephen Denny
We all face giants, those competitors who have more people, budgets, and resources than we can ever hope to have. And despite the uphill fight, we're asked to not only compete but also win. It's possible. Here are three ways ...
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How to Rebrand a 10-Year-Old Company in Six Weeksby Kathy Saenz
After laying out an 18-month plan for rebranding our 10-year-old company, we learned we had only six weeks to do it. Here is how we shifted from "OMG, they're crazy" mode into high gear, accomplishing the unthinkable in 42 days.
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Brand Beckham: Five Lessons on International Marketing From David and Victoria Beckhamby Gary Muddyman
Brand Beckham —the husband-and-wife team of soccer star David Beckham and former Spice Girl Victoria—is worth an estimated £145 million ($226 million). How are they worth so much years after their prime? Here's how.