Outbound marketing was good while it lasted, but with inbound marketing customers have the ability to find you. Organizations spend a large amount of their annual marketing budget on outbound marketing, missing out on valuable leads and customer engagement that inbound marketing can achieve. Inbound marketing uses a variety of paid and natural search- engine marketing efforts to be successful.
For someone in charge of spending a company’s marketing budget it is logical to pay for the most budget-friendly, effective solution available.… Read the rest
So, you have more digital-marketing budget this year. Congratulations! You’re probably not alone, at least according to recent history. Just last year (2013), 55% of marketers across the globe increased their digital marketing budgets. Here’s hoping you’re one of the lucky ones.
What to do with this money? The answer depends on your company’s needs, including its current priorities, the industry you’re in, the audience you’re trying to attract, and the size of your budget. However unique your situation, let me help you generalize with some food for thought:
First off, if you’re looking to outperform competitors, you need to be capturing data accurately and using it to cultivate customer relationships (IBM: “From Stretched to Strengthened,” 2013).… Read the rest
If you’re immersed in the education marketing space (specifically -K-12) the words “Common Core” spark some heated debate. And if you’re marketing to administrators, teachers or parents, you know that you need to address the topic. However, it is important to think before delving into this space. There are strong opinions around these standards, so keep in mind that you’ll want to educate and relate to your audience, while being mindful of expressing opinions.
Before we dive into how you should tackle the topic, let’s cover the basics.… Read the rest
First off, in case you work for a Big Brand (or lest we get lost in abbreviation city), SMB stands for ‘small-to-mid-sized businesses.’ I don’t think I need to explain coffee or alcohol.
I discovered today something really interesting about SMB professionals. First, here are their top 4 marketing priorities for 2014:
- 28%: Increase online presence (further developing a website/online store).
- 27%: Adopt email marketing automation to easily and efficiently reach customers.
- 14%: Adopt mobile marketing best practices
- 11%: Ensure email marketing isn’t thwarted by spam filters or the new Gmail tabs.
… Read the rest
I don’t make New Year’s resolutions, but I do generally adhere to certain principles throughout my daily and professional lives. One of them applies to writing … in this case, writing about marketing. The philosophy is simple: Avoid marketing-speak. How do you write about marketing without using all these popular expressions, some may ask. To them I say: Very carefully. The following words and phrases I have banned from my marketing vocabulary in order to write with more clarity.… Read the rest