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When you look online and see stars, many or few, you’re given a unique opportunity for engagement with your customers.

Published in The Marketing Edge

For many people, the idea of appearing on camera is enough to leave them a sweaty, panic-stricken ball of stammering nerves. After all, you didn’t get into this business to be an actor. No one said anything about speaking in articulate sentences on a high definition camera and sharing that footage publicly!

Well … not until now.

Published in The Marketing Edge

We all know the story of the “One That Got Away.” We’ve heard it over and over. Whether it’s a tale about your best friend losing that beautiful rainbow trout after a long, sun-dappled day on the water or the Great Big Fish stories that are their own cultural currency, we are drawn to these and other stories.

Published in The Marketing Edge

Getting noticed is hard. When you have exciting news to share, you want everyone to be as enthusiastic about it as you are. Right?

The problem is that any number of the 142,000-plus small businesses in Maine, or 8,000-plus non-profits in Maine, or dozens of State agencies and departments, or hundreds of elected officials on a local, state or regional level might also have exciting news to share.

Published in The Marketing Edge

It’s no secret that people like talking about themselves, some more than others. Add to the mix a situation where you are trying to make a good impression and really get someone to like you, and we tend to lay it on pretty thick.

You’ve probably been on that really bad date where the person on the other end of the table shamelessly goes on and on about themselves, not even stopping to see if you are still interested and listening – or if you’ve started dozing off over your surf and turf dinner (we hope they were at least buying).

If it wasn’t on a date, you’ve likely seen it at parties and networking events. Or in a business meeting. Or, even worse, in marketing.

Published in The Marketing Edge

Often, when people think of email automation, they think it’s a cold, impersonal experience with the recipients. However, nothing could be farther from the truth!

Effective email automation can offer your potential customers a better experience with you, your company and your brand.

Email automation can give interested parties exactly what they want when it’s relevant to them, while helping reduce email clutter from the inboxes for those who aren’t interested. While this is a pretty large topic, here are some starting points to help you start thinking about how email automation might benefit your business.

Published in The Marketing Edge

The Fourth of July has hit and it’s the height of summer! 

You may be wandering the internet as you plan your celebrations for Independence Day and beyond - the time-honored summertime tradition of feasting outdoors with family and friends. There’s often a festival atmosphere and for holiday happenings, the day maybe ends in fireworks. With later summer fun, perhaps an evening swim or a nice campfire.

In many key ways, preparing for a BBQ (on the Fourth or otherwise) is a lot like developing a marketing campaign. 

To have a successful BBQ you have to know a few things: who will be attending, what makes your guests happy and meets their expectations and, if you’re hosting, what kind of budget you have for the party.

The same is true for a targeted marketing experience.

Published in The Marketing Edge

If you have been reading tech news recently, you may have heard about the GDPR - the General Data Protection Regulation which was enacted on May 25, 2018 in the European Union (EU).  It affects websites which collect any sort of personal data on its visitors who reside in the EU. For example, if your site is collecting data through an analytics program or with cookies, there’s a chance that a member of an EU country could visit your site and have their data saved. Compliance with GDPR is especially important to anyone who’s directly doing business with residents of the EU, like ecommerce or tourism.

But don’t worry - while it’s important to be compliant, it’s also not an impossible request.

Published in The Marketing Edge

If you have a website but you’re not using analytics to assess how it’s working, you’re missing a fantastic opportunity to gain insight into your visitors.

Understanding what your website visitors are doing can significantly help your small business website marketing efforts. One quick way to judge the impact of your marketing efforts is to see it’s impact on your website’s use. Web analytics tools measure activity and value for website visits. (Google Analytics, the most popular of these tools, is free, powerful, and magnificently simple to set up and use.)

By reviewing the data collected, you can see what pages are being used as well as how much and for how long, commonly used search terms that brought someone to your site, what sites visitors came from, how many pages visitors look at, and even what kind of device and browser they used when accessing the site.

This is helpful information because it shows how successful your site is at meeting your goals. Some typical issues and quick fixes include revising content on pages people quickly leave, fine-tuning your site to give your visitors a better experience.

Published in The Marketing Edge

One of the most interesting parts of my job is having the opportunity to speak with owners of businesses - big and small, new and old - about the goals they have and the problems they face. Most of the issues they communicate come down to time and priorities. Many are so busy working “in” their business that there’s not enough time to work “on” their business.

Without creating an overwhelming task list, here are some simple considerations and small improvements that can make a big impact.

Published in Local Business
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