How many times have you visited a website in hopes of communicating with a company directly to ask a specific question, only to be stymied by continued redirection to a FAQ page or a where’s-Waldo search for the “Contact Us” button? These kinds of experiences are all too common, and they don’t encourage consumer trust or […]

When you hear the phrase “branded content,” you may think of cheesy jingles or sponsorship billboards at your nearby little league field. But the twenty-first century world of branded content is a world apart, ripe with opportunities to create branded content in digital and physical spaces and across multiple platforms.   Branded content exists in […]

Let’s talk about improving your business-to-business sales enablement. Various and often imprecise definitions of the phrase “sales enablement” exist, so I’ll offer this succinct version from Salesforce as our working definition: “sales enablement is a collection of tasks and tools that are intended to improve the execution of key sales activities—activities like making sales calls, […]

Looking back, 2016 brought exciting new terrain to the world of digital marketing. But it also brought some complex questions about how the market would take advantage of new technologies and interfaces. This year brings more clarity on those questions, and new opportunities to build on what we know works best. So let’s take a […]

Recently, we looked at opportunities, drawbacks, and best practices for online influencer outreach. As a follow-up, I’d like to take a look at online influencer marketing’s cousin, affiliate marketing partnerships.   Affiliate marketing partnerships basically turn online influencer marketing on its head. Normally, you compensate an influential figure to recommend your brand, without knowing how successful it will be. […]

Paid Search Marketing Versus Search Engine Optimization If you’ve been online sometime in the past five years, you’ve at least heard the term SEO. Most of you recognize this to refer to Search Engine Optimization, what you do to your websites to make them rank better in Google. This is now understood to be a […]

I don’t know about you, but anytime I install a new app, I’m downright gleeful to click “Do Not Allow” when prompted to enable push notifications. My phone makes enough noises on a daily basis. I don’t need to add any more to the chorus. That’s why I’d like to talk about a less intrusive […]

I’ve written many times about how you need to have a plan when it comes to your content marketing strategy. “Come up with a plan”, however, is great item to stay on your to-do list until the end of time. Therefore, I’m going to break down and itemize each step to help you turn your content marketing […]

Discovering Your Marketing Mix Last week, I talked about organic marketing and suggested pursuing a wide variety of digital marketing strategies in line with this approach. This week, I want to challenge you to step back and take a more holistic view by examining your marketing mix. The term “marketing mix” is a foundational marketing […]