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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.

Published in The Marketing Edge

If you want your pay-per-click campaign to succeed, you need to consistently monitor and manage it. Because the bidding auction is continuously changing with the addition of new advertisers and keywords, managing these campaigns can require some additional knowledge. There are multiple ways to ensure that your campaign is performing its best.

Here are five tips to help manage your pay-per-click campaign:

Published in The Marketing Edge

If you’re new to pay-per-click advertising and want to get started on a campaign for your business, the first and most important step is learning how to do keyword research. Keywords are relevant words to help people find the products or services your business offers.  Your selection of keywords can include a combination of single words and search phrases like “coffee” and “gourmet iced coffee.”

Published in The Marketing Edge

Paid search advertisements are a form of marketing within the sponsored listings of a search engine. These can be charged in one of two ways: by paying each time your ad is clicked or each time your ad is displayed. Pay-per-click, also known as PPC, is the most common form of paid search advertising and charges advertisers each time their ads are clicked, while cost-per-impression charges advertisers each time their ad is displayed.

Paid search advertisements are an effective way to market your business online, but if you’re not sure how they work, how to set them up or how to track their effectiveness, this is for you! 

Here are the three key points to know:

Published in The Marketing Edge

When you rotate the dial on the radio on your way home from work, turn on your television to watch the local news in the morning or open your local paper to scope out the yard sales in town over the weekend, you're bound to be exposed to advertising.

Published in The Marketing Edge

My first boss (and my most memorable) used to say, 'Achieving success is easy. The hard part is sustaining it.' 

Businesses can sometimes become complacent about their success. When things go consistently well for an extended time, it's easy to develop a false sense of security, to assume that things are running smoothly because we've 'mastered' a system and that the current growth momentum will just continue. Unfortunately, though, the drive to excel goes hand-in-hand with the perceived need to improve. When companies become successful at a larger level, they can sometimes forget about the smaller things that helped achieve that success.

Published in The Marketing Edge

I have been a marketer for close to 15 years now. A large portion of my experience as a marketer has been on the client side, while I worked for both non-profit and for profit organizations in a marketing capacity. Now, as the owner of a small marketing agency for the past three years (happy anniversary to us!), I can offer a few tips on how to reap the rewards of a healthy client-agency relationship.

First, clear your mind of terrible stereotypes created by TV shows like 'Mad Men.' Modern marketing is not about smoke-filled conference rooms, scotch and infidelity (and if you happen to engage with a firm that meets that description, run away as quickly as you can!). Instead, think of your marketing agency as an extension of your own internal marketing department. If you don't have a marketing department, think of your new partners as your personal marketing department.

Published in The Marketing Edge

The job of a tagline is to communicate what your brand represents in a clear and concise manner. Therefore, creating a memorable tagline is very important step in positioning your brand and of course, it can evolve along with your business to reflect changing market trends and industry focus.

Taglines are extremely valuable. An effective one can be a great marketing tool that helps keep your brand on peoples' minds. A few examples of memorable taglines include:

Published in The Marketing Edge

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