Effective Digital Marketing Strategy

Brand storytelling has changed. It used to be that your brand was the hero of your story, and your features and benefits are how it “won”. Not anymore. Now, brand stories need to make your target audience the hero of the story.

The storytelling method even has science to back it up. In a study at Princeton University, scientists found that, when you listen to a well-told story, the parts of your brain that respond are those that would if you were inside the story. Even more impressive: this eff…

Which is more important, quantity or quality? It seems like everyone has their own opinion about which one is “more” important. I think it’s asking the wrong question and seeks to justify an excuse. Yes, you need quantity because not every prospect is a good fit for your organization and yes, you need quality to ensure that your leads are qualified and likely to convert. It’s not one or the other, it’s both.

Most of your client journey is outside of your control. With all the modern technology …

Our client was a highly successful serial entrepreneur with a solid track record of starting new businesses, building them up, and selling them off after 4-5 years. The secret to her success was her ability to develop a product to fit a targeted niche, make initial sales, and then create a scalable, repeatable sales model. 

While growing a company handling expenses for business convention providers, she spotted a new opportunity. So she did what she always did: Launch a new product, and sell, s…

Our client, a 50-year-old membership organization had a small group of members with intense brand loyalty. These members would describe their relationship to the organization as “I owe my whole professional life to them”. There was a bigger group that expressed the sentiment “we know we can depend on you for only this”. These members would come and go based on when they needed one specific service that this organization was really good at.  

While they had some members who were very loyal, they…

MVP. Sounds exciting. You want that title. Right?

Well, unfortunately, I am not going to talk about being the most valuable player. Instead, my thoughts are about a minimal viable product (MVP). I know that is nowhere near as sexy. And as you know, you don't want me talking sports. LOL!

Anyway, I want to draw attention to the words--minimal...viable...product—MINIMAL in particular.  

The concept is great, you spend as little as possible and generate the most revenue (and hopefully profit too)…

Holiday marketing is often assumed to be only for B2C or D2C brands. After all, it can be up to 30% of their annual sales, according to the National Retail Federation. But for B2B companies, the holiday season tends to be more of a snooze than a sleigh ride. Even if potential clients are at the end of their yearly budget, they are simply too busy dealing with the holiday rush to worry about finding or committing to new deals.

But just because holiday marketing can be a challenge, it doesn’t mea…

Creating content is essential for growing your brand. It's a key marketing tool, helps with SEO, and creates the possibility to engage with your audience in multiple ways. Content can be made in different formats, from blog posts to videos, from memes to infographics, or from websites to promotional products. The content you create will also usually have different purposes--which can make creating a strategy feel overwhelming. Let's take a look at four different types of content and how they can…

Are you looking to enhance your brand impact, drive sales, and achieve your revenue goals? Harnessing the power of brand messaging with category design is the key to unlocking growth and scaling your business.

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. These statements are either too formal and wordy or too slapstick and trendy. The pillars used to build and defi…

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

As a B2B executive, the quest to find the ideal social media manager can significantly impact your company's digital marketing success. To streamline this process, it’s crucial to establish a clear understanding of your company's short- and long-term goals, its marketing goals, the necessary internal setup to support your inbound efforts, and the specific qualities to look for in a social media manager.

Establish Your Company and Marketing Goals

Before meeting potential candidates, it's cru…