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The Marketing Edge (308)

A few months ago, I was scrolling through YouTube and landed on a video by a YouTuber that I watch every so often. Her name is Zoe Sugg and she’s a popular United Kingdom-based beauty and fashion vlogger with over 12 million subscribers. She started her video with a friendly “hello, everybody!” much like most of her other videos, but soon after she launched into a passionate plea to her subscribers to celebrate her birthday by donating to a cause that was close to her heart.

“World’s Most Popular Search Engine” I typed into Google (the default search method on Chrome, also owned by Google), knowing full well the answer I’d be given. It’s Google, of course. With 72.48% of the world’s market share of search according to Search Engine Watch, Google is a powerhouse when it comes to finding information on the internet.

As most of you probably know, using Google’s search engine is free – but some of you may not be aware that it’s not the only free tool that Google offers. As a matter of fact, there are quite a few helpful free Google tools to market your business. Here are five of them:

The next time you get the opportunity to present at a conference, it is very important that you put adequate time and effort into perfecting your public speaking skills. The quality and appeal of your presentation reflect both you and your brand; therefore, it is important to take note of these public speaking tips to improve your brand image and impress your audience.

If you haven’t heard the news, a scandal is currently dominating discussions concerning Facebook. Here’s a quick rundown: Cambridge Analytica, a data analytics firm, was recently exposed by whistleblower and former employee Christopher Wylie for harvesting data for political purposes from more than 87 million Facebook users (the numbers have been climbing since the news broke, hence the varying numbers about how many were affected throughout the cited sources).

You’re four years old and riding in the backseat of your parents’ car. Much to your delight, they plan to stop and grab a quick bite to eat before they bring you to play with a friend. You glance up through the window as the car slows down and see golden arches. You know what those mean!

“McDonald’s!” you say. Whether it has been 20, 30 or even 40 years since you were a small child, you probably still know exactly what those golden arches mean when you see them. Even when you were young, you were probably able to associate the symbol with a happy meal.

Logos are powerful. They can fill you with nostalgia, recognition, and even happiness. More importantly, they tell someone who you are and what you do through thoughtful design and carefully selected imagery. Your logo is only one aspect of your brand, but some would argue it’s the most important part. Creating brand recognition and helping form positive associations with your logo requires consistency, great marketing, and a great logo to start.

Here are a few reasons why forgoing a DIY logo and working with a designer to create your brand is an important choice for your business:

With the advent of spring comes the urge to spruce up, tidy, and fix things within your business that may have been neglected throughout the cold winter. You may already be working away at the interior of your store or meeting with employees about fixing up internal processes to make things run smoother. Your website could also benefit from a nice once-over to ensure everything is running properly within your digital storefront.

Here are some tips to give your website a spring cleaning:

Happy first day of spring! It doesn’t seem like spring with the towering snow banks all around us, but the days are getting longer, the sun is still up after 5 p.m. and many people have warmer weather on their minds. With a new season comes a renewed sense of purpose for some business owners. Many are feeling reinvigorated and ready to tackle the new season with new ideas. If you’re one of those people (or if you anticipate you will be one of those people once the snow melts a little more), you may be searching for helpful marketing ideas to welcome spring.

Here are five ideas to get you started!

As the world becomes more digitally oriented, it’s easy to assume that print is dead and useless when it comes to marketing. That couldn’t be farther from the truth. Even though digital marketing is an extremely successful way to market your business, you should consider a few things if you’re planning to cut print from your plan. Marketing is a balancing act and knowing where to invest can either spell out success or failure for your strategy.

When was the last time an engaging video captured your attention?

Maybe you watched one of your favorite chefs share a recipe by capturing the cooking or baking process ingredient by ingredient. Or you went on an adventure with a travel vlogger who had already been to the incredible place where you plan to vacation. No matter the case, video has a way of drawing us in so that we pay attention to the person, place, or product being showcased. Perhaps you’re aware of this and you’ve already created a great video for your business, but how have you used it for marketing?

Here are three ways to use video for marketing if you’ve been wondering how best to get it in front of as many eyes as possible:

Do you feel overwhelmed by all the noise going on in the marketing world? If so, you are not alone. The marketing industry has changed dramatically over the past decade and none of us can afford to remain uninformed of the new technologies and opportunities available in the marketplace. But with so many avenues available, how does one prioritize and keep up with current marketing activities?

The fact is, there are many more marketing opportunities available nowadays than there were a decade ago. It is hard enough for a full-time professional like me to keep track of it all – never mind if marketing is not your primary task, as may be the case for many small business owners.

With that in mind, here are a few suggestions to help you manage your marketing activities more effectively:

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