marketing

Balancing Public Relations in the Age of New Media

It’s difficult to balance new media such as digital and social with traditional media such as TV, radio and print. While it’s easy to grab on the next “shiny” idea, doing so may not improve your revenues and profits. One method of doing so is using public relations. “Public relations (PR) is work that helps …

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5 Digital Marketing Innovations and Trends for 2019

Marketing has come a long way since newspaper and television advertising only days. Shoppers are searching for products and services more and more on the internet, and some search exclusively on mobile devices. In fact, it’s hard to keep up with the changes and innovation in technology because it changes so quickly. But the truth …

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5 Must-Read Books To Boost Your B2B Brand Voice

While many aspects of marketing have changed little over the years from a theoretical or fundamental perspective when it comes to execution tactics, marketing campaigns, and digital marketing strategies, much has and continues to change at seemingly breakneck speed. Keeping up-to-date with the best marketing resources will help you get your head around the ever-changing …

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Close More B2B Sales With This Tried-And-True Type Of Video

When it comes to online content, business-to-business (B2B) buyers have recently begun to resemble consumers more and more when it comes to watching videos. In fact, 70 percent of prospective B2B customers rely on videos to inform their purchases, according to Google, and over 75% of companies surveyed by the Content Marketing Institute reported using …

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Want A Winning B2B Brand Voice? 3 Lessons For Success

B2B brands have historically positioned themselves as the more serious older sibling of consumer-oriented B2C brands, but that can present challenges when you are trying to differentiate your brand from competitors. One powerful way to do that is to develop a distinct identifiable brand voice that also forges an emotional connection with your audience. When it comes …

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The 3 Costliest Mistakes When Launching A New Website

When you design your new website, you generally have two options: a good design geared to create customer loyalty and increase conversions, and a bad design that will turn off your target audience. Of course, if you want your B2B site to be successful you have to have a thoughtful design, and the easiest way …

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How to Know When It’s Time to Revamp Your Marketing Strategy

Your marketing strategy isn’t a set-it-and-forget-it concept. Because the marketing and sales landscape changes so quickly, it’s important to constantly reassess your strategy to learn what’s working and what needs to be tweaked or cut out altogether. It’s easy get caught up in the daily tasks that a business requires, but it’s also important to …

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4 Reasons You Should Ditch Your First Marketing Strategy

Many companies rely on improvisation and general ideas when first approaching a new marketing plan, and fail to formalize a roadmap to follow. If you have written out a specific marketing strategy, you’re off to a good start, in theory. However, the fact is that the first draft of that strategy probably isn’t going to …

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Effective Marketing Content: What Is Emotional Marketing?

As a B2B marketer, you’ve no doubt heard about the need to use emotional marketing to connect with your target audience. Emotional involves telling a story about your brand that will connect with your target in a personal, human way. Because consumers tend to make purchasing decisions based not on logic, but on feelings, emotional …

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What is Inclusive Marketing?

The global market is becoming a more diverse place, one that is inclusive of more cultures as it matures. Inclusive marketing is content creation that reflects this new, global marketplace. Inclusive marketing balances its output based not only on the message in the marketing, but also with the voices that are relaying that message. There is a responsibility that inclusive …

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