Effective Digital Marketing
Marketing terminology really hasn’t changed over the years—even though consumers, the market, technology, and expectations have.
In my experience, there are gaps between formal, traditional marketing statements, the pillars of marketing success, and the actual application and results of these structures. The statements are either too formal and wordy or too slapstick and trendy. The pillars used to build and define marketing efforts were based on consumer behavior of the 1950s at best.
While there are elements of a brand that need consistency, the overall strategy of building a brand needs flexibility. Your customers, the market, our society, and our culture are not the same as they were—and are not the same as what they will be in the future. Needs change. Wants and desires change, and your brand needs to be able to adapt.
Luckily, modernizing your brand online isn’t as difficult as you might think. Here are just a few tips to help you get started.
The Art of Social Media…
I was in a meeting the other day when the conversation came up about how much a small-to-mid-sized business should pay to have their social media managed. This owner had been given a range all based on a per-post pricing model and wanted to know what my take was.
Well, to answer that question in a way that was comparable to the responses she had already been given was, well, impossible. It’s like saying you want to pick something up at Target and want to know what it will cost. Target carries a…
I remember having a conversation with a business owner years ago about branding. He was trying to convince me that a brand’s logo should NEVER, EVER change. At the time I had been in the industry for over a decade and knew that his intention was correct, but the reality couldn’t be more wrong. As I sat there listening to his reasonings—which completely contradicted each other, but that’s another story—I was taken back to my days in college and my History of Graphic Design book. There was an enti…
With the everlasting pandemic and urgent need for continuous digitization, it has become evident that buyers are savvier than ever—whether they realize it or not. Smartphone use for daily transactions has had a significant impact on the increasing digital trends. A recent survey has proposed that mobile users account for approximately 61% of the US population, while 187.5 million users will likely make a purchase using mobile or web by 2024. For digital marketers, it is vital to find effective w…
Did you know it only takes 100 milliseconds to form an impression of someone from just looking at a photo of their face? Or, 80 - 90 percent of that first impression is based on just two qualities—trustworthiness and competence?
Your goal on LinkedIn is to establish credibility and give your connections a reason to trust you, this is done psychologically just by your profile picture. Also, profiles that have a professional photo get 14 times more views than those that don’t.
Those data points …
Traditionally, recommendations were written using a format that validated the credentials of the person writing them first, then talked about the recipient. These are very “me” focused in their approach and oh so 90s.
Blah blah blah…
Today's business recommendations require a new format to accommodate the new methods of how they are utilized. When you leverage this new format, it builds your credibility as the writer without having to spit out all your resume credentials and it puts the focus …
You’ve probably heard that you should “always” include a custom message when you send a connection request on LinkedIn. While that is a good intention, the reality is that not every opportunity to send a connection request on the platform allows you to customize it. For example, if you are going through the LinkedIn suggestions after you just sent someone a connection request, and decide that you want to connect with someone, LinkedIn doesn’t give you the option to include a customized message w…
I was in a meeting the other day and the topic of digital disruption came up. The person I was meeting with described it as something that should almost be feared, which surprised me. I dove deeper into why he felt this way, what I learned was it was a response to some media-driven content that he was exposed to. So, I want to share with you how I explained digital disruption as an opportunity for him.
“Digital” is not a thing—it’s just as much a part of our lives as going to work, figuring out…
Unless you are engaging with your connections or with the LinkedIn community, LinkedIn is nothing more than the world’s largest Rolodex® and you will receive nothing from it.
I know that was harsh…and well it’s true.
Remember, every aspect of LinkedIn is searchable so the more you can engage, the more relevant you are, and the higher you appear in search results. The best way to do this is by engaging on others' posts in the news feed and their articles. I guarantee you, that you will build mo…
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