Cintia Miranda

Cintia Miranda

edge contributor

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Wednesday, 06 March 2013 15:41

Agency angle: What makes a loyal customer?

It stands to reason that when prospects finally reach the sale stage after months of careful nurturing, they're pretty well-informed (and confident) about what they're buying. The trick, though, is keeping them satisfied after that first sale so that they keep coming back for more, and become brand ambassadors. Loyal customers stick around because they find value in their experience be it the product or service by itself, convenience, price, customer service or simply a combination of all the above. 

Wednesday, 27 February 2013 14:00

Customer retention: a marketing goldmine

In the complex, competitive cycle of recruiting new customers, many businesses make the huge mistake of overlooking the valuable customers they already have. According to 'Forbes,' it's nearly seven times less expensive to retain an existing customer than to gain a new one. Customer retention is an ongoing process - a constant cycle of building relationships. On the other hand, businesses only gain customer loyalty by continually proving value and measurable ROI. The 'secret' is as simple as the following:

Wednesday, 20 February 2013 14:22

What does your packaging say about your brand?

Packaging is more than simply a container for your product. A well-executed package communicates key information about your brand to a prospective buyer, encouraging them to select your product over a competitor's. On the other hand, a poorly implemented package creates confusion, and the buyer may pass it over in favor of another. Whether a simple paper box or a fantastic, embellished parcel, packaging includes a few consistent Do's and Don'ts. Here are some tips to help you nail your product's packaging the first time around:

Wednesday, 13 February 2013 14:54

The four P's of modern marketing

For more than half a century, the four P's Product, Price, Promotion and Place have formed a cornerstone of marketing theory. However, today's IT-savvy consumers are informed and empowered, with nearly endless options in fact, through research and online dialogue, they carry out much of the marketing process on their own. To keep up, businesses need to adapt and integrate the four P's in order to make the most of a customer-centric environment. So, let's take a look at these four classic pillars of marketing as they pertain to today's market.

To some, the distinction between an inquiry and a lead is simple. To others (especially those new to marketing), the terms seem to be used interchangeably. And to both groups, determining the quality of leads can be tricky. So, for both newcomers to the profession and those veterans already running through the difference in your minds here are some useful tips to help the process.

Many of our small-business clients approach us with a similar challenge: How to make the transition from small, one-time sales to larger clients with repeat business? The good news is, a new year means a new marketing plan. January can be a great opportunity to revamp last year's strategies and a chance to redirect efforts toward new markets and more sustainable prospects. If you're still unsure how to pave your way for 2013, here are four simple tips to get you started:

Wednesday, 23 January 2013 15:24

Fueling growth: keeping clients happy

B2B organizations don't sell one item - they sell long-term relationships. Furthermore, a successful sales cycle is truly a cycle. It doesn't end; it evolves. The past two articles in our B2B demand generation series have covered the B2B lead conversion process: generating interest, educating prospects, providing solutions to their challenges and finally converting the sale. What remains after conversion is the last (and perhaps easiest) stage: maintaining client satisfaction and loyalty.

Wednesday, 16 January 2013 13:45

Nurturing leads: the road to B2B sales success

Although driving demand is crucial to the success of inbound business to business (B2B) marketing, it doesn't guarantee conversion. Most B2B prospects visit websites to research, not to buy in fact, only a small percentage will close a deal within the first 48 hours of contact. However, studies show that undecided and fickle prospects can make up a significant portion of future sales. For marketers, this means that each unconverted prospect potentially stands at a different point of the decision-making process and should be accordingly - and carefully - cultivated.

A new year means a new marketing game plan. With ever-increasing access to online, mobile and social networking platforms, decision makers' purchasing habits have changed drastically over the last five years. Prospective clients now face a nearly endless array of options. What's more, they can switch from one vendor to another with the touch of a button. Inbound marketing has never played such a crucial role in B2B business strategy as it has in recent years. To capture leads in a buyer-driven market, the question has become not one of how to covert, but how to evangelize your prospects though effective content that sets your brand apart from the competition.

Wednesday, 02 January 2013 16:39

Where will your business go in 2013?

A marketing plan will help it get there!

The last months of the year are critical for marketing professionals. At this time of the year, we look back on previous months to see which types of activities have helped our organization grow, which efforts have yielded the highest return on investment (ROI) and which ones should not be repeated. Based on this analysis of what's worked and what hasn't, we can then make our forecasts and take our most crucial step toward success in the new year: developing a solid marketing plan.

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