So, what’s with the current trend towards huge, animated images on inbound marketing websites? You know it’s happening – every second site you visit these days is dominated by a massive slider with four or five different images. It’s great if your product or service is particularly visual in nature, but it’s a little harder…
DetailsAt one time, company owners and executives considered marketing to be a luxury. Now it’s generally accepted that it’s an essential investment in the growth potential of your business. And, as with all investments, you need to see a return for your money. How do you identify which inbound marketing channels are most likely to…
DetailsEvent marketing has always been a powerful promotional tool for businesses. With the current shift in focus from traditional to inbound methods, virtual, participatory marketing events are becoming commonplace as an alternative to real-life events. But are they equally effective, or is there something about bringing prospects to a physical venue that makes for better…
DetailsYou don’t get a second chance to make your first impression! This means one of the most important aspects of brand marketing is having a compelling value proposition! Your customers won’t buy from you if they don’t understand what your product or service does for them, and they’ll only know that if you have a strong brand…
DetailsI’ve blogged often enough about the value of niche marketing, having strong customer personas and targeting your prospects clearly. So it should come as no surprise to learn that one of the benefits of doing these things is that it puts you in the position to leverage the various stages of the customer’s buying cycle.…
DetailsChange is one of the few things in life you can be sure of. Since the age of the Internet arrived change happens faster than ever, and if you don’t ride the whirlwind you’ll get tossed aside in no time. As we head into 2015, website design is just one area that’s evolving and entering…
DetailsWhen you’re selling family-sized camping tents, you’re far more likely to be successful selling them to families with young children who want to go camping than you would be by trying to sell the same tents to business people who go skiing in the mountains during their vacation. Right? Right. If you want your marketing…
DetailsWith social media giving no signs of slowing as yet, B2B companies that don’t have a marketing plan that includes this aspect are probably losing out on more business than they realize. That doesn’t mean you should rush out and create profiles on every platform you can think of, however. For one thing, there are…
DetailsIt’s one thing to know who your target audience is, and another thing entirely to reach them effectively. All the research in the world won’t help you to do that unless you apply it, and this is where so many companies go wrong. Certainly, you can identify your target market segments and create customer personas,…
DetailsWith all the hype these days about inbound marketing, business owners sometimes overlook a critical aspect of branding – their company’s positioning in their marketplace. The whole point of inbound marketing is that it levels the playing field and enables smaller businesses to compete on an equal footing with larger. Unless your company positioning is set…
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