Category Archives: Brand Management

The Benefits of Business Marketing Automation

By | B2C Marketing Communication Strategies, Brand Management, Research and Trends | No Comments

Business man pointing to transparent board with text: Automation

While marketing automation is still in its early stages, more and more businesses are opting to use this marketing style. As companies now have to work harder than ever before to keep their brands in the minds of consumers, the optimization of marketing automation can help make the entire process easier. Below are some of the benefits of business marketing automation.

  1. Productivity

One of the primary benefits of marketing automation is the elimination of routine marketing or organizational tasks. By removing them, employees and staff are better able to focus their efforts on projects that require more manpower and monitoring.

  1. Increased revenue

While investing in any new software is never cheap, the increased revenue created by marketing automation can offset – and overcome – the costs. More than 78% of marketers identified automation as the key to their improving revenue. Even B2B businesses see the difference; when compared to nurtured sales, automation increased sales by more than 20%.

  1. Customer retention

Using marketing intelligence, businesses can work to keep the customers they have while continually working on acquiring new ones. By gaining more insight and information on customers, automated marketing can help target products or promotions to the right consumers and the right time.

  1. Monitor campaigns

Although data analytics are an important part of marketing, automation provides the ability to instantly measure and monitor the data collected by a campaign. This, in turn, helps you determine the success or failure faster and adjust future marketing strategies accordingly.

  1. Improve accountability

The data collected by marketing automation creates an impartial picture of your company. This not only improves the accountability of departments such as marketing and sales, but can also identify areas that need improvement. This impartial feedback can help insure that all areas of your business are operating effectively.

Marketing automation can provide businesses with unprecedented amounts of data about their customers, while at the same time increasing productivity and identifying areas that need improvement. Because of these benefits, marketing automation can help businesses improve, grow, and better serve the consumer.

The Benefits of B2B Social Media Marketing

By | B2C Marketing Communication Strategies, Brand Management | No Comments

Social Media Background

While many consumer brands have begun to shift to a more digitally-focused style of marketing, many B2B companies have been making a much slower transition. Because social media relies heavily on consumer engagement, many B2B companies have felt that social media marketing tactics do not apply to their business or target audience. 

As social media platforms like Facebook, Twitter, Instagram, and LinkedIn have become a more ingrained part of our daily lives, more and more B2B businesses have begun using them. Companies like Cisco, IBM, and Intel have all run successful recent social media campaigns. By embracing social media, these companies are expanding their potential client base and helping to ensure future success. Below are just some of the benefits of B2B social media marketing.

  1. Increased exposure
    Social media offers unprecedented exposure. Facebook has more than 1.3 billion users per month, with even less popular sites like LinkedIn still boasting an impressive 187 active monthly users. While not every contact will lead to a business deal, the exposure social media provides can help expand your network of contacts. Likewise, a greater social media presence can also help companies stay relevant in the changing digital marketplace.
  2. Increase engagement
    B2B companies are finally catching on to what consumer brands have known for years – social media offers unprecedented access to customers. Media such as video tutorials and customer stories can help increase interest and build loyalty. Likewise, customer service can now occur one-on-one across a variety of platforms; because social media users tend to be vocal about their experiences – whether good or bad – this gives companies a unique opportunity for engagement.
  3. Increase traffic
    Every update, post, blog, and tweet contributes to your website’s search engine ranking. This, in turn, brings more traffic to your site. Next, because the B2B sales cycle is longer, it is important to continue producing consistent, compelling content that will lead to future sales. The better quality content that is either curated or created, the more it will be shared; this further expands your business to customers that might not have been reached before.
  4. Increase market insight
    Using social media can help you get to know your target audience better. Doing so can help you create content that is relevant to them, continue to increase traffic, and lead to future sales growth. Likewise, analytics can be used to evaluate user data like never before in an effort to learn more about your target audience.

Digital Marketing Terms Everyone Should Know

By | Brand Management, Business Management and Leadership, Entrepreneurship | No Comments

Market Business Global Business Marketing Commerce Concept

In the modern market, digital marketing is an important part of advertising campaigns. For those new to digital marketing, however, the field can seem unnecessarily confusing due to the prevalence of unfamiliar terms and jargon.

No matter how much you currently use digital marketing, it is important to become familiar with the abbreviations and terminology being used. According to reports, businesses are projected to have enormous increases in their digital marketing budgets over the next four year, jumping from $57 billion to a whopping $103 billion by 2019.

The following are some of the most important digital marketing terms that can help you understand current marketing trends.

  1. CTR: Click through rate. CTR identifies the number of people who click on a link, such as those sent out in emails or placed on webpages.
  2. Domain Authority: Domain authority refers to the 1-100 scale of how authoritative search engines view your website to be, with 1 being the lowest and 100 being the highest. The higher your domain authority score, the more likely your page is to appear higher in search engine results.
  3. Keyword Stuffing: Keyword stuffing is the idea that putting more keywords on your page will increase its SEO. However, the opposite is true; keyword stuffing can cause you to be penalized by many search engines.
  4. Landing Page: The landing page is the page people are directed to as the entry point for the site.
  5. META Description: The META description is the 1-2 lines of text that appears in search engines beneath the title tag.
  6. Organic Traffic: Organic traffic is created when people find your website through a search engine. Because they are organically finding your page, there are no advertising costs involved.
  7. Paid Traffic: In the broadest terms, paid traffic refers to any form of paid advertisement that leads people to your website. Paid traffic can be generated in a number of ways, including keyword and search engine ads.
  8. PPC: Pay-per-click. PPC ads are often shown as top results on search engines and can also be imbedded into blogs or YouTube channels. Advertisers are only charged when an ad is clicked, meaning you’re only paying for those interested in your ad.
  9. SEO: Search Engine Optimization. SEO helps a website appear higher on search engines such as Google. Rank is determined by complex algorithms that include factors such as backlinks, keywords, organization, and quality content.

Best Quotes About Business

By | Brand Management, Business Management and Leadership | No Comments

A Goal Without A Plan Is Just A Wish

Inspirational quotes can provide sage advice, be powerful motivators, and have the ability to help us persevere through difficult times. Whether you’re in the beginning stages or creating a startup, working through a difficult project or assignment, or simply need some inspiration, these quotes can help encourage you to keep working and moving forward towards your goal.

1.  “Be undeniably good. No marketing effort or social media buzzword can be a substitute for that.” — Anthony Volodkin, founder of Hype Machine

2. “Don’t worry about people stealing your design work. Worry about the day they stop.” — Jeffrey Zeldman, A List Apart Publisher

3. “There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.” — Sam Walton, founder of Wal Mart

4. “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” —Warren Buffett, Berkshire Hathaway CEO

5. “Everyone is your best friend when you are successful. Make sure that the people that you surround yourself with are also the people that you are not afraid of failing with.” — Paula Abdul, entertainer 

6. “If you don’t drive your business, you will be driven out of business.” — B. C. Forbes, Forbes founder

7. “An organization’s ability to learn, and translate that learning into action rapidly, is the ultimate competitive advantage.” — Jack Welch, CEO of GE

8. “Failure is simply the opportunity to begin again, this time more intelligently.” — Henry Ford, Ford Motor Company founder

9. “If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.” — Jeff Bezos, founder of Amazon

10. “If your actions inspire others to dream more, learn more, do more and become more, you are a leader.”  — John Quincy Adams, 6th President of the United States

11. “Innovation distinguishes between a leader and a follower.” — Steve Jobs, co-founder of Apple

12. “The biggest risk is not taking any risk. In a world that’s changing really quickly, the only strategy that is guaranteed to fail is not taking risks.”  — Mark Zuckerberg, Facebook founder

13. “Timing, perseverance, and ten years of trying will eventually make you look like an overnight success.” — Biz Stone, Twitter co-founder

14. “As long as you’re going to be thinking anyway, think big.” —Donald Trump, President of The Trump Organization 

15. “If you can dream it, you can do it.” — Walt Disney, co-founder of Walt Disney Productions

Unique Marketing Ideas for Startups

By | B2B Marketing Communication Strategiesv, Brand Management | No Comments

Smartphone with finance and market icons and symbols concept

While traditional marketing works well for established companies, many marketing strategies are not designed for new businesses. Instead, startups need innovative marketing ideas to help get their name recognized and their sales going.  

The right marketing can get your business started and set it up for long-term success. These unique marketing ideas for startups are ways to kick start your company and get your business going.

1.       Encourage customer involvement
A loyal customer base can help spread your brand to those who may not normally see your product. Encourage consumers to share your product on various social media sites using hashtags or handles. Likewise, creating a contest in which users submit photos or posts on social media is an excellent way to generate posts, tweets, likes, and shares for your business.

2.       Build name recognition
One of the biggest challenges faced by startups is brand recognition. Get your name out there by giving out bumper sticks or t-shirts to employees or as freebies at events. Likewise, murals, paintings, and chalk on the street can all be used to create name recognition. 

3.       Engage on social media
Social media is one of the least expensive – and most effective – forms of marketing. It also gives brands a unique opportunity to engage their customers one-on-one. Interacting with consumers like this can help build a loyal base one customer at a time.

4.       Identify your target customers
As a startup, you may not have the resources to advertise to the entire market at once. Instead, identify two to three groups of target customers and focus marketing efforts in these areas. Facebook, for example, started for students at specific universities before expanding; now, everyone from middle school students to their grandparents uses the social media service.    

5.       Outsmart – not outspend
While you may not be able to outspend your competition, being a startup gives you the ability to outsmart them. Most large companies are set in their ways and major changes are rarely undertaken. As a startup, you can morph and adapt your business model, product, or marketing to outsmart your competition.

Marketing a startup can be difficult, but it also gives you the unique opportunity to be both flexible and creative. By using these unique marketing ideas, you can help get your startup off the ground and on the road to being successful!

The Benefits of Custom Graphics

By | Brand Management | No Comments

Graphic Tablet Drawing

Through television, smart phones, tablets, the internet, and social media, we are constantly bombarded with images. Because of that, it can be hard to make an impact in the sea of other information.

One way to help your business stand out from the crowd, is through the use of custom graphics. While many view custom graphics as an unnecessary, or frivolous expense, the cost may be justified if they can help boost your business.

Below are some of the benefits of having custom graphics created for your business.

Unique to your business
Generic logos, photos, or other graphics can make your business blend into the background, rather than helping it stand out. Likewise, these all-purpose images often don’t fit the message your business is trying to convey. Custom graphics, however, are uniquely created for your business and your business alone. With custom graphics, you don’t have to worry about another business – or a competitor – having similar materials.

Create a recognizable brand
Even if your business is in its early stages, custom graphics are a great way to invest in your business’s future. Well-designed custom graphics can help create the impression of a more professional, successful brand. Likewise, creating a memorable logo will help your existing and future clients easily recognize – and remember – your brand.

Add warmth to your office
Custom graphics can be used in many different ways throughout your business. In addition to logos and designs for things such as business cards or letterhead, custom graphics can also be used to bring your mission statement to life, create realistic looking windows in windowless work spaces, or bring warmth to break rooms, hallways, or public spaces.

Cohesive branding
Working with a designer to create custom graphics for your business often leads to more cohesive branding. Using the same colors, fonts, logos, or designs, can allow material to be quickly and easily recognized as part of your business.

Whether you need a logo, new letterhead, or a full rebranding, custom graphics can help take your business to the next level!

Business Innovation: How to Stay Ahead

By | Brand Management, Entrepreneurship | No Comments

Business People Jigsaw Puzzle Collaboration Team Concept

In the social media age of going viral and trending topics, staying relevant is often one of the greatest challenges company’s face today. However, it is not an impossible task. Business innovation is one way that companies can ensure their continued and long term success.

While innovation can sometimes seem like an impossible task, there are a number of ways in which businesses can help themselves stay ahead of the competition. These three business innovation strategies may seem simple, but they can help you change and improve your business model and operations.

Don’t reinvent the wheel
While innovation is important, it doesn’t always mean a ground breaking, or earth shattering, discovery. Instead, business innovation can be as simple as a shift in outlook or strategy. Too often, businesses invest time, energy, and resources into projects or research that never come to fruition, because they are trying too hard to come up with “innovative” ideas. Instead, work within your established principles, and core values, to find ways to adjust your perspective and keep moving forward.

Encourage collaboration
Companies like Google, Samsung, and Amazon are often considered the industry’s top innovators. However, it is not because they have more time or money; instead, they provide their employees with better platforms for brainstorming and sharing new ideas. By giving people room to cultivate, explore, and experiment with new ideas, their employees can work together to find creative solutions to pressing problems.

Listen to feedback
Oftentimes the most innovate ideas can come from vendors, employees, or customers. Because they regularly use and interact with your business or product, these people often have the best insight as to how to improvement it. Likewise, frontline employees are often the most equipped to tell you what is working, what isn’t, and what new trends can be expected in the future.

Unique Ways to Use Your Company Logo

By | B2C Marketing Communication Strategies, Brand Management | No Comments

Car Branding Specialist Puts Logo With Car Wrapping Film On Auto

Your company logo is one of the best representations of your brand, your products or services, and your company. More often than not, it’s also the first impression customers have with your brand.

If you have run out of ideas of creative ways in which to use your company logo, it can be good to remember that sometimes simple is better. After all, images do speak louder than words. Perhaps it’s time to turn to a little guerrilla marketing for some innovative and inspiring uses for your logo.

Here are a few ideas for unique ways to use your company logo:

As part of graffiti art. Perhaps you are seeking something eye-catching, and you happen to have large amounts of space on your building where you would like to market. Hire a graffiti artist to incorporate your logo into an art piece (as per local signage laws) that fits your brand.

Sponsorship on public transportation. Some cities with modern light rail systems sell sponsorships to put your company logo on the rail cars. The same can be true in other cities with street cars. What better place to publicize your company logo?

On company vehicles. There’s no better place to display your logo and brand than your own company vehicle. For a relatively low cost, you can have wrap-around professional graphics installed on your vehicle fleet. If you want to get creative, partner with other companies who have vehicles (such as radio stations) to create co-branded graphics.

Bottom of the glass. A branded pint glass adorning your company logo is always a great way to reach potential customers while they are unwinding at local pubs. Now, promotional companies will even print your logo at the very bottom of the glass.

Creative door handles. There’s no better (or obvious) way to get someone’s attention easily than when they reach for a door handle to enter a building. Incorporate your logo into the handle of the door with marketing graphics like this.

A Quick Introduction to Marketing Automation

By | Brand Management, Uncategorized | No Comments

Web And Seo Analytics Concept

Marketing automation has become a trendy buzzword after an explosive rise in popularity. You may have heard of it, or know at least enough to know that marketers and sales folks alike have spent considerable time hyping it as a technology tool.

Still, you might still be left with some questions and asking what exactly marketing automation is really all about.

In layman’s terms, marketing automation refers to platforms and technologies which allow businesses to create, deploy, and automate online marketing campaigns and activities in an effort to increase revenue and maximize efficiency.

Conceptually, marketing automation allows marketers to more efficiently market on multiple online channels while automating repetitive tasks. In its most simple form it is the technology that simplifies the most time consuming tasks and processes of modern marketing and sales programs. It’s all about simplifying and automating a business tool that quickly grew very complex.

Marketing automation is looked at as a segment of customer relationship management (CRM). It focuses on the definition, segmentation, scheduling and tracking of marketing campaigns and customer segmentation of consumer data, often putting marketing and sales efforts on the same page. The technology allows for efficient collaboration between marketing and sales campaigns at the hub of the lead qualification process and buying cycle.

Marketing automation is used to create a target population and measure the efficiency of allocated resources, as well as to inform potential customers of business products and services. By displaying data both graphically and statistically, it provides marketers with information and key performance metrics to measure which campaigns are most effective. It allows for key consumer data such as customer behavior, retention, transactions history, product views, email open rates, ROI reporting, and much more.

By collecting and utilizing such consumer data, marketing automation platforms allow for a more complete and comprehensive profile and segmentation of valuable data on a large scale, and thus the ability to make smarter and strategic marketing and sales decisions.

In an ideal scenario, marketing automation provides data and solutions to convert prospects to customers and turn customers into long-term satisfied customers, generating significant sources of revenue and return on investment.

Seven tips for effective cold calling

By | Brand Management | No Comments
Some view cold calling as a behind-the-times, antiquated tactic that is no better than a waste of time. But cold calling still has its proponents, those who view it as an effective, tried and true source of lead-generation if done correctly.

Make no mistake, cold calling can be daunting. But in the digital age where the decision makers you want to reach are maxed out with hundreds, and even thousands, of emails a day, a phone call can cut through the clutter. With a strategy and a methodology, cold calling can still be targeted and effective.

Read More