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Ensure That Strategy, not Tactics, Drives Your Social MediaRachel DiCaro Metscher
Before you can use a new channel, you must create a strategy around it. But many marketers struggle to create strategies. So, how can you begin to chart a successful ...
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How to Use Content to Build Customer Loyalty and RetentionCraig Fitzgerald, C.C. Chapman
Many marketing professionals are having serious challenges in executing a content marketing program at a very basic level. How can you address those challenges and implement a successful content marketing ...
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From Nine to Known (Part 1): Nine Nine-Minute Tips for Building Your BrandWilliam Arruda
Being visible and available is something you must do every day so you can attract ideal opportunities and advance your career. Here are nine activities you can easily slot into ...
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Four Steps for Using Images in Your Brand's Social StrategyStephen Shepherd
As a marketer, how can you effectively use brand images in social marketing? What are some proven tips and tricks to incorporate images into your social content mix? Here are ...
Brand Awareness,
Brand Management,
Brand Positioning,
Branding,
Content,
Content Marketing,
Creativity,
Customer Engagement,
Customer Loyalty,
Facebook,
Instagram,
Pinterest,
Social Media,
Twitter
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Wherefore Art Thou, J. Peterman? The Quest for Social EngagementDilip Venkatachari
J. Peterman is a brand with far more personality than most. However, somehow, it got lost along the winding road to the social Web, and it's a tragedy that's costing ...
Brand Awareness,
Brand Management,
Brand Positioning,
Branding,
Content,
Content Marketing,
Copywriting,
Creativity,
Customer Retention,
Facebook,
Instagram,
Social Media,
Twitter,
User-Generated Content,
Websites
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Manage Your Marketing Career in 3DWilliam Arruda, Deb Dib
Many career-minded marketing professionals we coach tell us they are too busy working in their career to work on it. Sound familiar? If so, it's time to switch from autopilot ...
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Mobile Innovation (Part 6): Innovating Value Propositions Through MobileChristina "CK" Kerley
Value propositions are the heart, soul, and epicenter of a business. They reflect its market positioning while communicating the core promises it makes to its customers. Let's look at three ...
B2C,
Brand Positioning,
Content,
Customer Experience,
Customer Relationships,
Digital Theory,
Inbound Marketing,
Marketing Strategy,
Mobile Marketing,
Positioning,
Smart Phones,
Value Propositions
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Five Steps to Improve Your Marketing to Generation-YJoeri Van den Bergh
Millennials grew up with the Internet, and they are used to having everything at their fingertips. After interviews with 21 global marketing executives, we defined a five-step plan for improving ...
Advertising,
B2C,
Brand Loyalty,
Brand Positioning,
Community,
Customer Behavior,
Customer Engagement,
Customer Experience,
Customer Insight,
Customer Relationships,
Demographics,
Gamification,
Integrated Marketing,
Millennials,
Mobile Marketing,
Positioning,
Product Marketing,
Retail Marketing,
Social Media,
Social Networking
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B2Bs Struggling With Online Marketing Mix; Sales Cycle Gets LongerVahe Habeshian
US B2B marketers are struggling to optimize their online marketing mix, with many unable to segment and target the right decision-makers or measure program success across the entire marketing funnel, ...
B2B Marketing,
Brand Positioning,
Branding,
Channel Marketing,
Lead Generation,
Marketing Challenges,
Marketing Strategy,
Measurement,
Positioning,
Research Summaries,
Sales
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Four Ways to Create an Army of Fans for Your BrandMack Collier
Why do rock stars have fans but companies have customers? The short answer: that's what rock stars and companies want to have. But if you think like a rock star, ...
Brand Ambassadors,
Brand Loyalty,
Brand Positioning,
Community,
Customer Acquisition,
Customer Advisory Programs,
Customer Behavior,
Customer Engagement,
Customer Evangelists,
Customer Insight,
Customer Loyalty,
Customer Relationships,
Customer Retention,
Positioning
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A Weight Watchers Case Study: How Smart Marketing Pays OffMatthew Denos
Weight Watchers is clearly the dominant company among weight-loss centers and programs. So what are the company's marketing secrets? Let's take a look at six savvy principles Weight Watchers has ...
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How to Tell a Visual Story (Even You, B2B): A Marketer's GuideAnn Handley, Nick Westergaard
As storytelling becomes more and more part of marketing, another trend is coming clearly into focus: Brands are becoming more visual. Businesses that aren't ready for this visual revolution will ...
B2B Marketing,
Brand Positioning,
Branding,
Community,
Content,
Content Marketing,
Digital Theory,
Facebook,
Google+,
Inbound Marketing,
Integrated Marketing,
Lead Generation,
Location-Based Marketing,
Marketing Strategy,
New Media,
Pinterest,
Positioning,
Social Business,
Trade Shows/Events,
Twitter
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Three Things You Need to Know When Building Your Brand in ChinaMark Tanner
China has become one of the most competitive consumer markets in the world. In such a dynamic market, building a strong brand is imperative if you are to be picked ...
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Six Principles of Great Content BrandsDoug Kessler
The torrent of content is increasing by the day. It's a good sign: Marketers are getting hip to the power of content. But the only way to survive the coming ...
B2B Marketing,
Brand Awareness,
Brand Positioning,
Content,
Content Marketing,
Customer Acquisition,
Customer Engagement,
Customer Relationships,
Inbound Marketing,
Lead Generation,
Marketing Challenges,
Marketing Strategy,
Sales,
Thought Leadership,
Writing
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Pavlov's Dog, or How to Develop and Deliver a Consistent Brand ExperienceMichael DiFrisco
When we hear a name, see a logo, whiff a particular scent, or encounter a sensation, we are conditioned—like Pavlov's dogs—to respond in a specific way.
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Lead Nurturing and Marketing Automation: 15 Key Questions Answered (Questions 2-4)Sid Smith
The second article in this series answers three questions: How do we get started with lead nurturing/marketing automation? What is lead nurturing and how does it work? How long till ...
B2B Marketing,
Brand Positioning,
Content,
Content Marketing,
Customer Acquisition,
Inbound Marketing,
Lead Generation,
Lead Nurturing,
Marketing Automation,
Positioning,
Sales,
Value Propositions
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The Seven Pitfalls of a Modern-Day BrandMatthew Turner
Reaching people is easy these days. For all intents and purposes, we no longer have technological barriers and geographical boundaries to worry about. Brand awareness is easy to come by. ...
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Seven Rebranding Lessons Learned: A Road Map From a Newly Merged CompanyMark Durrett, Alicia Smith
Working through a six-month rebranding effort, we learned seven key lessons we deemed worthwhile to share in the hope they can help others who might face similar challenges.
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How to Tell Your Brand's Story: Four Questions You Must AnswerBeth McKenna
Whatever happened to Cinderella's shoe? Who knows? It didn't go viral. Put another way: Story generation and the way we develop content have changed, so you must change, too—and answer ...
Brand Awareness,
Brand Positioning,
Content,
Content Marketing,
Customer Engagement,
Digital Theory,
Inbound Marketing,
Marketing Strategy,
Public Relations,
Social Media,
Writing
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Three Tips When Naming Your Company or Product
A note to our readers: MarketingProfs has decided to cease publication of the Get to the Po!nt (GTTP) newsletters, and this issue of the Small Business GTTP is the last ...
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