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For a lot of business-to-consumer companies, holiday season is the time of year they rely on to get them through some of the slower months. With just a week separating us from the first day of autumn, now is the perfect time to prepare your employees for your upcoming busy season. Here are three ways your employees should be helping you increase sales this fall:

Customer service

Published in The Marketing Edge

With most people turning to online resources for information on products and services, your web presence is more important than ever. If your website is looking clunky and unprofessional, though, you may be turning customers away. While a complete redesign might be out of your budget, there are still a few ways to modify your website and give it a professional touch without going deep into your pockets. Here are five easy ways to professionalize your website:

Update content often. 

Published in The Marketing Edge
Thursday, 11 September 2014 00:05

Marketing challenge: creating compelling content

Years ago (not to date myself), marketers could use the same content over and over for a year or two. A set of great case studies would serve a sales team for a few years – in fact, during my MBA program, we learned from case studies that were five years old and still relevant to the topics being covered in class.

Those days, however, are long gone. With the explosion of digital technology in recent years, consumers have become tech-savvy. They can gather information at a glance, switch from one venue to another with the touch of a button and tune out anything that doesn’t interest them. Marketers must now strive to keep pace with the constant demand for pertinent, up-to-date content. In fact, content creation has become one of our biggest challenges – which may explain why many marketers still struggle with the task.

Published in The Marketing Edge
Wednesday, 03 September 2014 22:55

How to use YouTube to promote your brand

While YouTube is not often the most talked about marketing tactic for a brand, it can greatly complement your marketing efforts by giving your audience an additional channel to absorb your information. In fact, video marketing may become an even greater channel for your brand as online video users are expected to double to 1.5 billion in 2016, according to The Hayzlett Group. Statistics show that over 1 billion users spend more than 4 billion hours watching YouTube videos each month, which means that maybe now is the time to enhance your brand’s YouTube presentation. Here are a few ideas to get your video marketing rolling on YouTube:

Share big news. Delight your followers by giving them insight with video announcements of new store openings, new products, awards or other happenings in your business. Sometimes a video is the best way to give details without requiring too much of your audience’s time.

Published in The Marketing Edge
Wednesday, 27 August 2014 09:47

How to use YouTube for marketing your brand

While YouTube is not often the most talked-about marketing tactic for a brand, it can greatly complement your marketing efforts by giving your audience an additional channel to absorb your information. In fact, video marketing may become an even greater channel for your brand as online video users are expected to double to 1.5 billion in 2016, according to The Hayzlett Group. Statistics show that over 1 billion users spend more than 4 billion hours watching YouTube videos each month, which means that maybe now is the time to enhance your brand’s YouTube presentation. Here are a few ideas to get your video marketing rolling on YouTube. 

Share big news

Published in Press Releases
Tuesday, 19 August 2014 20:42

How to use Facebook remarketing

Remarketing has been around for a while now, but many small businesses have been leery to try this somewhat advanced online marketing strategy. Now that Facebook has rolled out its own version of remarketing, though, you don’t have to be a Google AdWords pro to reach your recent website visitors. In fact, Facebook has made it pretty easy to get information from your website about recent Facebook users’ interactions with your website.  Below are three simple steps to begin taking advantage of this new tool:

Step One: Go to Ads Manager in Facebook and click on Audiences on the left side of the page. A form may pop up, but if not, simply select the green Create Audience button and choose Custom Audience from the drop down. Next, choose the type of audience you want to create on Facebook. In this case, you’ll want to choose Custom Audience from your Website. Here you can select which of your website pages you want to gather the audience from. You can choose to record anyone who visits your website, or you can track those that visit specific pages. For instance, do you want to target people who have viewed a certain product on your page but didn’t purchase it? You are able to define those parameters here.  

Published in The Marketing Edge
Wednesday, 13 August 2014 14:16

Four ways to show customer appreciation

There are plenty of examples of businesses going above and beyond to make their customers feel special — mostly because when this happens, the results go viral. Customers love feeling appreciated, and when they are hit with a random act of kindness, they are more willing to spread the word. While businesses should always be appreciative of their customers, it’s not always easy to show it. Here are four easy ways that you can show customer appreciation to your most loyal patrons.

Send a thank you note

Published in The Marketing Edge

As a marketer, I often come across small businesses that are unintentionally hurting their brand by trying to handle their marketing “on the go” without paying too much attention to branding guidelines and consistency with their marketing materials. Many businesses are too relaxed with the use of their logo, brand colors, tag line and even with their mission statement. While these everyday mistakes may seem harmless at first, over time they might give your audience the wrong impression of your brand. Here are three reasons why brand consistency is very important for your business:

Differentiate from competitors

Published in The Marketing Edge
Wednesday, 23 July 2014 10:25

Five SEO dont's for 2014

It is important to stay up to date with the latest trends in search engine optimization (SEO), but with Google making changes to their search engine algorithm every so often, it can be difficult. We’ve put together a list of five SEO don’ts that are definitely out of style—and some are even considered to be black hat SEO techniques.

Don’t use unnatural links

Published in The Marketing Edge
Wednesday, 16 July 2014 10:12

Five SEO do’s

Search Engine Optimization (SEO) best practices change so frequently that it is sometimes hard for marketers to keep up. What we did a few years ago can now drastically harm your website’s performance, and what we do now will most likely need to be revisited in a year or two. We’ve put together a list of 5 SEO “do’s” that will are fundamental in increasing your website’s traffic and proving your brand to be a leader in the industry.

Do update content often 

Content is one of the keys to SEO, but in order for it to have a positive effect, content must be done right. To keep content updated and fresh,

Published in Biz
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