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The Marketing Edge (325)

Wednesday, 16 March 2016 10:14

Three ways to increase social media engagement 2016

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In business, every transaction revolves around human interaction and so does social media. While social media might not always account for direct sales, it can account for a significant increase in brand awareness, traffic to your website or store and more prospects responding to your calls to action. Think of it as a variation of word-of-mouth marketing. The more engaged users are with your profile, the more engaged they are with your brand.

Here are three ways to increase social media engagement:

Wednesday, 02 March 2016 07:56

Five tips for managing your nonprofit's database 2016

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As any nonprofit manager knows, development campaigns generate a tremendous amount of data about prospects, donors and ongoing projects. If not carefully managed, this data can quickly become an overwhelming tangle. A clean, up-to-date database is the lifeline of all nonprofit organizations, but requires careful maintenance and planning.

Here are five simple planning and maintenance tips that you can use to manage your database:

Wednesday, 10 February 2016 14:27

The four Ps of modern marketing

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The four Ps (Product, Price, Promotion and Place), also known as the 'Marketing Mix,' form the basis of classic marketing theory. For more than half a century, these four concepts have served as the pillars on which businesses could lay out effective strategies and plans. Making an impact in today's digital world, however, requires a bit more flexibility. The foundations behind the four Ps still ring true, but modern businesses need to adapt them in order to make the most of a customer-centered market.


Today's consumers are more informed than ever before, with 81 percent researching a product online before making a purchase. Staying ahead of the game means catering to their different needs, desires and purposes in a way that other businesses don't. Consider how your product or service answers questions, solves problems or otherwise meets your prospects' wants or needs better than anyone else. Use the answers to these questions to create a unique selling proposition.

Wednesday, 03 February 2016 16:20

How to develop a buyer persona

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Whether you are a B2B or B2C business, your success depends on the people who are purchasing your product or service. Your clients are just as diverse as their perspectives, needs and wants. This is why it is important to know who these clients are so you know how to best reach them. Before you can decide how to market your product or service, you need to develop a buyer persona a model or prototype of your ideal buyers. To do this you must ask yourself a few key questions and do some research to find the answers:

Who? Who are your ideal prospects based on demographics? Where do they live? What is their income? Their age? Relationship status? Do they share hobbies or interests, motivations or attitudes?

Where? Where are your clients geographically? Where are they digitally? Where and how do they search for information? What social media channels are they using, if any? Where and how do they shop?

Tuesday, 26 January 2016 19:16

Four ways to promote your content (01-27-2016)

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From blogs to videos to social media posts, content creation is essential to marketing your business today. Equally important is promoting your content. You may think that simply publishing a post on your blog is enough, but it's not. There are many different channels on which to promote your content and reach a larger audience.

Here are four ways to promote your content to get the most views:

Tuesday, 19 January 2016 22:29

Six steps to a successful inbound marketing plan for 2016

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To stay on top of current B2B marketing trends, inbound marketing is an essential strategy. Like any other strategy, planning ahead makes it more effective by keeping you and your staff on track to reach your goals for the year. Even if inbound marketing is already part of your overall marketing strategy, it is never too late to make a plan.

Here are six steps to follow to create an inbound marketing plan for 2016:

Learn from the past. Make a list of your marketing campaigns from the past year. Identify the key goals of these campaigns and determine whether or not they were met. From there, you can inform future strategies based on what did or didn't work in the past.

Tuesday, 12 January 2016 22:08

Public relations for beginners

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If you are building your business' brand, you've probably heard the term 'public relations' and been told by your mentors that you need a strategy for it. You may be wondering what exactly is public relations and why it matters. What you need to know is that it is essential to creating and maintaining your business' image to the public through the press or other mediums.

The truth is that public relations is more than just sharing photos and press releases with local media outlets. There are 12 functions that make up public relations:

Tuesday, 05 January 2016 18:36

Five reasons to bet on remarketing in 2016

Written by Lindsay Ouellette

Thanks to analytics programs, today's marketers are more informed about their audiences than ever before. Remarketing allows businesses to 'follow' leads around the internet using strategically placed advertising. Although this is the primary use, there are many others that allow you to personalize your contact with clients and inform your overall marketing strategy.

Here are five ways to use remarketing as part of your marketing strategy in 2016:

Choose where your ads are shown. Remarketing allows you to create lists of visitors to your website. From there, you can follow them where they are going on the Internet. You can choose the types of websites and social media pages to display your ads on. This method can be combined with your other social media marketing to effectively target fellow users.
Choose who sees your ads. Analytics programs allow you to collect information about your clients and potential clients other than their Internet browsing habits. Depending on the products or services you offer, you can choose to target your clients by age, location, gender or any combination of the three. This information can then be used to create a well-researched buyer persona. To learn how to do this check out Pluse Media's 5 Tips to Creating Your CustomerPersona tip sheet.

Thank your customers. Although remarketing is most associated with customers who abandon their online purchases, it can also be used post-purchase. After a customer makes a purchase, you can send them an email thanking them. This can also be helpful in selling the client other products or services related to the purchase in the future.

Give them a test drive. People like to try new things for free. If you offer a subscription service, you can use remarketing to time a trial period for new customers to try it. After the trial is through, you can then send trial participants offers related to the service they tried.
Give them a reminder. People live busy lives and need reminders to keep them on track. If you are hosting an event or offer a service that is part of regular maintenance, like a car wash, you can email your clients to remind them of these events. Many email services offer calendars to help users keep their schedules all in one place, including appointments with you.

Even though it has many uses, remarketing is only a small piece of your overall marketing strategy. To learn how to best market your business in 2016, give Pulse Marketing Agency a call for a free 30-minute consultation today.

Tuesday, 22 December 2015 19:00

Top 10 marketing trends to watch in 2016

Written by Lindsay Ouellette

With a new year comes new trends to follow. Marketing trends are no exception with social media, technology and competitors changing the landscape almost daily. Keeping up with trends is essential to your marketing plan for the new year and beyond. Your staff, your clients and your business as a whole will benefit greatly from following and implementing these trends.

In 2016, your customers will be the focus of more consumer-centered marketing that is expected to become more popular. Collecting information about customers and potential customers is now easier than ever. This information can inform your customer service and marketing strategies.

Tuesday, 15 December 2015 18:14

Plan ahead, stay ahead in 2016

Written by Lindsay Ouellette

The old Scouts' motto is 'be prepared.' This should also be your business's motto when it comes to marketing strategy. With ever-changing technology and a lot of competition, today's marketing world is much like the wilderness that the Scouts face. Your staff, your clients and your business as a whole will benefit greatly from having a set marketing plan.

Here are a few benefits of planning ahead to stay ahead in 2016:

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