Speaking at tradeshows, conferences, webinars, podcasts and other events provides many opportunities for thought leaders to showcase their expertise. By sharing engaging, empowering and authentic stories, speakers gain name recognition and credibility with prospects, customers and other influencers. Not only does public speaking build brand awareness, but it’s also a direct way to create a good first impression, build trust and establish opportunities to develop ongoing relationships.
Over 409 million people view more than 20 billion blog pages each month. Despite these statistics, headlines such as “Is Blogging Dead?” resurface again and again. Why do so many marketers question the value of blogs in today’s marketing communications arsenal? In part, the answer might have to do with changes in how blogs are defined, which blog practices are followed and how this specific tactic fits into a company’s overall marketing strategy.
When it comes to marketers, there are two basic groups of professionals. The first, considered the “old guard” takes a traditional approach with marketing values, tapping into the subconscious of their target audiences, digging deep into buying motives and psyche. The newer generation of marketers was raised with the internet and has been trained in a digital-first era. But what would happen if we could combine both skill sets?
In today’s digital marketplace, an organization’s website serves as the headquarters for company information, products and services as well as thought leadership. As such, the search engine visibility of your website directly impacts how noticeable your brand is. Marketing tactics like search engine optimization, link building, advertising, content and media mentions contribute to increased website traffic.
True professionals embrace lifelong learning. As busy as we get—no matter what our role is—it’s still important to stay up to date with the latest industry information, trends and technologies. That makes prioritizing professional growth through continued education an essential habit to help us improve job performance, boost innovative thinking and capitalize on marketplace changes.
Business leaders have discussed the differences and similarities between sales and marketing for years. Too often, the conversation ends there, without any clear and actionable takeaways. Yet, there are many insights to be gained that can lead to better sales results, deeper understandings of one another’s needs, and more camaraderie, collaboration and engagement. This process is known as sales enablement.
Most companies understand the importance of the marketing planning process. They create plans that include quantifiable goals, activities to engage in, assignment of responsibilities and a budget to fund the plan. That process, however, overlooks one key element: a strategic approach to marketing. When it comes to marketing, strategy should be the foundation or cornerstone of the marketing plan.
As consumers, our time spent on virtual platforms continues to grow. Not surprisingly, video has become an essential tool for garnering marketplace attention. With 92 percent of marketers saying that video is an important part of their marketing strategy, the types and functions of video marketing have evolved. Further, marketers using video grow revenue 49 percent faster than non-video users. Have you incorporated video into your marketing strategy yet?
Every industry has its own jargon, buzzwords and acronyms, and content marketing is no exception. To be successful, marketers need to know what these terms are, how to use them and why they matter. Here’s a list of 31 commonly used content marketing terms to help you evaluate your marketing acumen.
The number of podcasts is on the rise. Podcasts, which are digital and conversation-based series, are popping up in countless categories. Whether you are considering starting your own podcast or being featured as a guest on an established show, a podcast strategy should be an essential component of your marketing communications plan.
Recently, the mandate to make diversity and inclusion initiatives a corporate priority took center stage in business, government and society. But these key programs are not as simple and straightforward as hitting HR minimums and ensuring marketing images represent a mix of genders, ages and ethnicities. On the contrary, an effective strategy listens to, engages
In 2020, we faced significant challenges in the way we communicated, engaged and conducted business. From a marketing perspective, trade shows, conferences and other events were among the traditional initiatives that suffered the greatest losses. Cancelations due to the COVID-19 pandemic negatively affected revenue and profits for hotels, convention centers, restaurants, transportation, travel and others that sell at these venues or support events on a global scale. To compensate, event marketers needed to adapt quickly. And one of the solutions that evolved was the shift from in-person to virtual events.
The compilation of frequently-asked-questions (FAQ) pre-dates the internet. Salespeople and others have used it for years to learn and communicate what’s on the minds of others. In fact, the acronym FAQ was developed between 1982 and 1985 by Eugene Miya of NASA for the SPACE mailing list as a way to keep up with the common questions of system users. FAQs, whether they exist in print or digital format, help prospects and customers better understand your brand, your products and services, and your corporate distinction.
Marketers are expected to be experts in branding, advertising, direct marketing, content development and much more. And, in an increasingly digital environment, they need technology as an added skill set. Technology is a mainstay in our daily business lives, and it’s what fuels many marketing initiatives. Yet, staying on top of all the advances in technology is an ongoing task.
The essence of marketing is communication. This requires content developers to understand the minds and behaviors of their target audiences. With knowledge of interactive trends, social phenomena and human nature, marketers can achieve two goals. The first is to recognize why buyers make the decisions they do. The second goal is determining the best ways to give buyers what they are looking for when they need it.
Marketing’s role has evolved over time. In some organizations, marketing has become so important that the position has evolved into a C-level role. Marketing is responsible for creating and monitoring everything a company says and does to build and maintain a loyal, enthusiastic and engaged customer base.
Today, the terms “digital” and “marketing” go hand in hand. Digital marketing is how today’s businesses are reaching the right audiences, with the right messages, through the right channels. And that goal is becoming increasingly complex as the pace of change and increased competition flood the marketplace. Venn Diagram in Digital Marketing Think of digital
An excellent service or product is a huge accomplishment. Yet, this isn’t enough to make sure your business will grow and thrive. There are many moving parts to any business, but the fuel that keeps it all moving is your customers. A company culture that values customers, cares about their experience and focuses on building
The foundation of successful marketing requires a complete understanding of the audiences and industry sectors companies serve. By developing deep insight and knowledge, marketers address pain points, propose solutions and communicate effectively with prospects and customers. Accomplishing this goal, however, can be a daunting task. Where do you begin? One place to start is with a stakeholder analysis.
There are four categories of media that help shape and define multichannel marketing—an essential strategy to use to expand marketing outreach. While 95 percent of marketers say they know how important multichannel marketing is for reaching their target audiences, only 73 percent say they have a multichannel program in place.
The American Marketing Association defines a brand as, “a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” While a brand is about distinction, it’s not just differences in products or services. Instead, a brand is about the unique perceptions and experiences you want to be known for in the marketplace.
A recent Kaiser Family Foundation study found that nearly 40 percent of Americans believe the stress of the COVID-19 pandemic has negatively affected their mental health. While recognizing the need to encourage good mental health in the workplace is not new, it has become more complex.
Since the introduction of the first public relations agency more than 100 years ago, public relations (PR) has evolved significantly. Our communications channels shape and reshape public relations. These channels include traditional mediums such as newspapers, radios and television. Newer channels used by PR include the internet and digital communications.
It’s a fact. Content sharing vital and relevant expertise is one of the best ways to connect and engage with prospects and clients. A surprising 96 percent of successful content marketers say content marketing helped them build credibility and trust with their audiences. The best marketers know that great content has compounding benefits. These benefits