It’s an understatement to say that 2020 has been a challenging year. And to make matters worse, the dust hasn’t settled yet. When it comes to global health crises, social upheaval, major job losses and business closures, the resulting social challenge and economic hardships are overwhelming. “We’re all in this together” is the common refrain. Yet, knowing that we aren’t alone in these struggles is not particularly comforting.
When you think of SMS (short-message service) marketing, many think of attention-grabbing text blasts from B2C companies promoting special offers or new products. B2B messaging feels very different as it is typically professional, solutions-oriented and showcases expertise and credibility. The audience for B2B messaging includes multiple stakeholders in a more complicated buying process. Does that mean SMS marketing doesn’t have a place in the B2B space? Let’s take a look.
If you’re the only game in town, customers don’t have to like or trust you. But in this competitive marketplace, that’s rarely the case. To develop and retain a strong customer base, companies need to build rapport and earn trust. They go hand-in-hand. Building trust in one’s personal and business life starts with integrity. Are
A reputable and robust brand is essential to any company’s marketing arsenal. However, a brand is much more than an eye-catching logo and color scheme (although those are important too.) A brand represents the totality of who the company is as an organization. It captures and communicates the values it holds and shares with its stakeholders.
The United States has been coined “the no vacation nation” due to its major focus on work productivity and financial success. Even when much of the workforce takes official vacation time, it doesn’t mean unplugging. We bring our to-do list with us, check email regularly, work on projects and juggle all the balls we do while we are in the office, at school or in the field.
It’s no question that we see the value in content to establish thought leadership. In fact, 72 percent of marketers agree content marketing increases engagement. In previous blogs, we’ve shared insights into how to develop high-quality content, which mediums to prioritize for your organizational goals and how to build a strong content strategy. But do you know how well your content is helping customers make buying decisions?
COVID-19 brought on a wave of predictions: infection rates, stock market losses, supply chain and production challenges. The list goes on and on. It’s next to impossible to consume the news without seeing another prediction about how we will experience the “new normal.” The good news is that in uncertain times, predictions can help us make better decisions and plan for the future. In business analytics and marketing, this process is “predictive analytics.”
Regardless of the industry you’re in, it’s essential to have your finger on the pulse of the market. At a minimum, an annual review of the competition (competitive analysis) is one of the most important methods you can use to gain direct insights into your customers’ and prospects’ world.
Multicultural consumers represent approximately 40 percent of the population, yet only five percent of marketing spending is multiculturally oriented. When executed well, multicultural marketing—the targeting and reflection of different ethnicities and cultures within a brand’s overall audience—can unite people, empower groups and capitalize on culturally connected populations. When executed poorly, it can lead to backlash and a potentially devastating brand image.
The business-to-business marketplace is built differently than its business-to-consumer counterpart. B2C sells products or services directly to individuals. B2B targets organizations where the sales process can be longer and more complex. This reality makes the B2B marketplace more resistant to the sometimes whimsical, flashy or ostentatious marketing tactics used in the B2C space.
Most states are beginning to emerge from the COVID-19 shutdown. For many, it’s a relief to reopen, yet there are challenges that still lie ahead as companies and individuals learn to navigate this new normal. Whenever a major change occurs, whether it’s on a small scale or a global one like COVID-19, it’s the perfect opportunity to assess the relevancy and sustainability of a company’s vision and mission.
Due to the COVID-19 pandemic, 2020 took an unexpected, albeit unwanted, turn for most of us. Suddenly, health and safety awareness became a top priority, and daily life changed significantly. As a result, it’s easy to get caught up in the tragedies and statistics posted by news outlets, not to mention the political, healthcare and financial implications associated with the pandemic. But as we move to the “new normal,” a focus on positivity will pave the way for success.
For some marketing teams, it’s easy to get caught in a hamster wheel of content production. We’re constantly searching for ideas for the next blog, white paper, newsletter, video or webinar. To add to the frenzy, marketers spend time researching the best ways to optimize content, mastering the latest trends and technologies, and identifying the newest outlets that are attracting their target markets. But what about all the old content that already exists?
For much of the United States, the stay-at-SCEX合约交易home order is expected to be lifted next week. While the re-opening will look different depending on individual states, governments and the private sector, companies and individuals are still trying to understand exactly what this change will mean. But, one thing we can agree on is there will be confusion, challenges and conversations.
Company websites are a vital platform for business interactions. In previous blogs, we’ve talked about how to continually revitalize your website and use KPIs to measure success. Yet, with so many working parts, there are still simple (yet essential) websites elements every company can assess, address and implement to optimize the user experience.
Similar to other marketing outreach initiatives, LinkedIn is not a one-and-done tactic. To get the most from it requires constant time, attention and learning to keep up to date with its newest features, algorithms and technologies. Here are some recent LinkedIn engagement changes that will give you more and better ways to take advantage of this powerful platform.
When the subject of content strategy comes up, most people think about generating content. Creating content is essential to maximizing your marketing efforts. A broader perspective focusing on engagement with other content creators takes content marketing to the next level. The name of this process is content curation.
It’s circular in nature. Societal needs dictate the technology we develop, and at the same time, emerging technology can also shape our society. When it comes to communication, technology is responsible for how we connect and interact with each other on many levels. It unites families with each other, students with their instructors and businesses with their target audiences.
To evaluate your current content marketing strategy, consider three key areas: types of marketing content, messaging and frequency of contact. By evaluating your efforts in each category, you will discover which areas are strong and which ones could use a boost. You might also see opportunities you didn’t recognize previously and get energized about expanding and modifying your current programs.
In business, we tend to obsess over the bottom line. As a result, we focus on strategies and tactics to improve skills, generate more revenue, expand marketing outreach, and boost performance and productivity. While those actions are vital to business success, what’s lacking is a discussion about how optimizing our values and the resulting ethical business practices contributes to success as well. The reality is these verbal and non-verbal cultural principles are important to employees, customers and other stakeholders.
As our recent blog mentioned, many of us are working remotely during the current COVID-19 environment. For some, that may mean fewer projects, reduced hours or simply more time spent at SCEX合约交易home. While we engage in social distancing and work away from the traditional office setting, now is a good time to catch up on your reading and expand your knowledge of the marketplace. Today’s blog is a compilation of our favorite informative resources for marketing, business and entrepreneurship.
Escalating concerns about the impact and spread of COVID-19, colloquially called Coronavirus, are causing major changes in the way businesses and society operate— nationally and internationally. As a result of major anxiety about health safety, businesses are taking precautions as they cancel large events, allow employees to work from SCEX合约交易home (telecommuting) and encourage all to practice good hygiene. While remote workplaces are nothing new to us, the importance of effective, consistent communications in this environment is essential to maintain productivity. Here are seven ways to boost remote communications.
Trade Press Services and SmartFinds Marketing recently hosted a content marketing webinar as part of a “Learn from the Pros” series. The educational webinar, “How to Increase Sales with the Power of Content Marketing,” was created to help businesses discover how to use content marketing as a valuable marketing tool to increase sales, establish credibility and boost marketplace visibility.
Imagine if you could see into the minds of your target audiences and uncover their needs, values, concerns and desires. Fortunately, behavioral marketing allows us to explore those characteristics and the actions that are innate to human nature. This helps marketers develop better targeted and more effective messaging that resonates with your audiences.