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Your website is your business' storefront on the Internet. To attract potential clients, it must be easy to navigate and visually appealing - especially considering that these prospects are using a variety of devices to view your website on including smartphones, tablets, and desktop computers. If your website's content is not optimized to be viewed on these devices, nearly 80% of users will click away to a website that is. It is essential for the success of both your business and your website to be mindful of current web design and usability elements.

Published in The Marketing Edge
Wednesday, 29 June 2016 12:30

The Marketing Edge (06/29/2016)

Writing marketing content that sells and tells your story

Today's consumers are more informed than ever before thanks to the wealth of information available online. In fact, over half of consumers say that offering free content on a topic they're interested in is effective in attracting their business. This means that creating engaging content that both sells and tells your brand's story is essential to your success. Finding ideas for this content can be challenging, but can be done with a bit of creativity.

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

Communication is key in marketing in fact, inadequate content can be a great flaw in an otherwise solid campaign. Today's market world is driven by a wide variety of customer interests, backgrounds and needs, and every piece of content you produce be it a social media post, blog or white paper is a reflection of your brand. With that in mind, it's important to dispel a few common misconceptions about content creation. 

Published in The Marketing Edge

No marketing campaign lasts long without a way to assess its return on investment (ROI). With social media, though, accurately measuring ROI can be tricky. ROI is a basic mathematical formula:

Profit (or Gain) Cost

Just like any other formula, however, it needs real numbers in order to work correctly and this is the challenge in measuring the ROI of a social media. How can marketers and small businesses transform likes, retweets, pins, comments and other engagement markers into concrete numerical values - or better yet,  into dollars? 

Published in The Marketing Edge

Pinterest may not be the largest social media platform out there - but it's quite possibly one of the most valuable for businesses. According to a study by Simply Measured, Pinterest drives more traffic to websites and blogs than Twitter, Linkedin, Google+ or YouTube and one in five of those visitors will purchase something from that site.

At the same time, however, the platform's overwhelmingly visual focus poses a challenge for many traditional text-based companies. How can businesses find the optimum balance between trendy eye candy and professional presentation to make the most of Pinterest's marketing opportunities? Here are a few tips:

Published in The Marketing Edge

1. Complete your entire profile. Your LinkedIn business profile is often the first place customers and other users land when they search for your business. Make sure you put together a solid, detailed and accurate first impression. 

2. Stand out from the crowd. Your profile is your chance to showcase what your business is all about, as well as the talented people behind your brand - so be adventurous! Use video, stories and other creative elements to provide insight into your products, services and personality. 

Published in The Marketing Edge
Wednesday, 24 April 2013 14:57

Building productive connections on LinkedIn

LinkedIn hosts some 200 million global users as of January this year, making it the world's largest and most popular professional network. If correctly leveraged, it's also a powerful tool for B2B businesses to expand their brand awareness and generate leads. The most important component of a successful presence on LinkedIn is your business page.

More than 2.6 million companies maintain business profile pages on LinkedIn. These profile pages often serves as a background check of the legitimacy of a company, its expertise and its employees. They also provide your business with a chance to showcase your distinctive attributes and expertise in a professional platform outside your website. Here are a few tips to help you make the most of your company's business page:

Published in The Marketing Edge

Earlier this year, Facebook launched the beta version of a revolutionary search function called Graph Search. Driven by user activity and engagement, Graph Search allows more specialized searches of Facebook information, with results that are personalized for each user based on their friends, behavior and location.

Published in The Marketing Edge

How to get the greatest impact from your donor database

Maine is filled with amazing nonprofit organizations, making a huge positive impact in our communities. This month, I invited some experts in the field to share their perspectives on effective nonprofit marketing. 

Karen Schaller is an independent database consultant in the Bangor area. For over a decade, she has been helping nonprofits optimize their campaign efforts by better utilizing their fundraising software. Karen shares some words of wisdom this week about how nonprofit professionals can make the best use of their donor databases. 

Published in The Marketing Edge
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