Marketing

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Three Easy Fixes for Your LinkedIn Profile

By |2021-04-05T07:13:05-04:00March 29th, 2021|Categories: Marketing, Marketing Assets|Tags: , , |

While LinkedIn celebrates its 18th birthday on May 5, few people realize that LinkedIn was launched nine months before Facebook launched at Harvard – making it one of the oldest social networks still in use today. With 55 million companies as members, LinkedIn is clearly a driving force in the economy as evidenced by 61 million [...]

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How Do You Know if Your Marketing Efforts are Successful?

By |2021-01-23T15:02:12-05:00January 21st, 2021|Categories: Key Performance Indicators, KPIs, Marketing, Strategy|Tags: , , , , |

It happens frequently, and it always puzzles me. During an initial conversation with a CEO or company owner, I’ll ask how well their marketing is working. And they’ll reply with something like “I guess okay” or “it seems to be” or “I’m not sure” or even just a shrug. These are companies that invest significant sums [...]

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How Do You Sustain Trust with Customers?

By |2020-12-15T04:26:05-05:00December 1st, 2020|Categories: Marketing, Strategy|Tags: , , |

In my last column, I described a variety of effective ways for building trust among those who don’t know you. Once you’ve started the process, how do you maintain and grow that trust? A recent experience with a prospective service provider helped me think about the steps I take to strengthen trust among my customers and [...]

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How Do You Create Trust with Prospects?

By |2020-12-13T12:37:57-05:00October 15th, 2020|Categories: Marketing, Strategy|Tags: , , |

There was a time when cold calling was the mainstay of the sales process. Successful salespeople were those who had the courage to pick up the phone and call prospects, knowing that nine out of ten would reject them outright. Cold calling no longer works for a variety of reasons. For one, people rarely answer calls [...]

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I’ve Never Seen this Before!

By |2020-09-08T16:09:53-04:00September 8th, 2020|Categories: Creative, Marketing|Tags: , |

As a marketer, I’m always on the lookout for cool advertising – new or retro. Lately, I’ve been binge watching Mad Men – a television drama series about the lives of advertisers and creatives who work at an advertising agency on Madison Avenue in the 1960's. It’s visual style and historical authenticity down to the smallest [...]

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Why Your Company Must Have a Responsive Website

By |2020-08-21T11:34:07-04:00August 18th, 2020|Categories: Branding, Website Design|Tags: , , , |

Think about how much money your company has invested in your website and how important that online presence is to your business. Would you be shocked to learn your site is frustrating four of every five users? Today, most adults in the U.S. access web content through mobile devices such as phones and tablets. How big [...]

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Smart Marketing Starts With a Sales Perspective

By |2020-07-24T15:33:23-04:00July 7th, 2020|Categories: Marketing, Strategy|Tags: , , |

I’m not sure why sales and marketing have developed a relationship just as contentious as IU and Purdue. They’re equally important functions that serve the same organizations, and each offers expertise that could benefit the other. But put them in the same arena -- even if that arena is just an average conference room -- and [...]

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You Don’t Really Need a Marketing Agency, Do You?

By |2020-07-24T15:35:01-04:00April 27th, 2020|Categories: Branding, Marketing, Strategy|Tags: , , , |

You’re a smart businessperson who runs a successful company. You oversee production, product development, hiring, finances, and all the other elements needed to run a healthy business. Why in the world would you need to hire an outside marketing agency? No matter what business or industry you’re in, it’s simply impossible for you to know everything [...]

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The Dartboard Approach to Marketing

By |2020-07-24T15:35:18-04:00March 10th, 2020|Categories: Branding, Marketing, Marketing Assets, Strategy|Tags: , , , , |

Grab a handful of darts, close your eyes, and let them fly across the room. You’ve just demonstrated the marketing strategy far too many companies use. I’m not saying those companies are run by stupid people. In fact, they’re usually remarkably bright people who have outstanding products or services to offer in their marketplaces. But when [...]

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Marketing is a Balancing Act

By |2020-07-24T15:35:43-04:00January 13th, 2020|Categories: Branding, Marketing, Marketing Assets, Strategy|Tags: , , , , |

As a marketing and advertising agency, it makes sense that our primary contact at most clients is the individual who oversees marketing. But we usually find ourselves navigating around many masters. When a company draws upon outside accounting expertise, that firm normally works with the controller or the CFO. If legal help is what’s needed, the [...]

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