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I like a good metaphor. It makes it easy to translate the often-ethereal nature of web development into something relatable to everyone.

After years of developing sites, I’ve found most business owners don’t care which version of which software I am using to make their awesome new website. They just care about the awesome part. Likewise, many don’t understand why having all the content ready before your website developers touch a single line of code streamlines the process and gives you better results.

Published in The Marketing Edge

When talking with the media, credibility is everything.

Your credibility either as an interview subject or calling journalists to pitch or correct a story can have a significant impact on the result.

Credibility doesn’t just happen overnight. Sometimes credibility is simply earned by how you handle yourself in an exchange you deem insignificant.

Published in The Marketing Edge

While you want your website to rank well in Google, you also want to make sure that the traffic coming to your website sees something valuable and meaningful when they get there.

How? Here are some basic tips on how to create pages of content that will help you connect better with your prospective customers.

Published in The Marketing Edge

Pop quiz!What do the words “energy” “environment” “guns” “poverty” “civil rights” “taxes” “values” “education” and “terrorism” all have in common?

If your answer was: “Some topics Facebook considers ‘national issues of public importance’ that will require advertiser authorization and labeling for ads targeting the US.” — congrats! You passed! (Visit Facebook for the complete list)

In an effort to increase transparency, those paying to advertise content on “issues of public importance” on Facebook and Instagram will have to prove that the ad purchaser is an actual person with a U.S. mailing address. The ad will also have to include disclosures about who’s paying for it and viewers will be able to access a large quantity of data about it and other posts which are being run.

Bonus question:Does this affect nonprofits, grassroots advocacy groups, news agencies, and other organizations, in addition to clearly political entities and individuals running for office?

Yes. No matter who you are — if part of your social media strategy involves boosting or advertising content (we’ll call them ads) that may fall within the range of topics of importance — your ad could be rejected until someone in your organization goes through Facebook’s authorization process. The authorization process is not immediate, so if this is a way you communicate with targeted audiences, it’s important to be prepared.

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

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

You’ve done it.

Your business or organization has a wonderful thing happening and you’ve drafted a news release that you are SURE will attract more attention than you had ever dreamt possible. All you have to do is use the handy Spell Check tool, and then hit send to as many people as possible, right?

Wrong.

There are plenty of things you can do to help your media release generate attention. But perhaps more important than that, there are things you should not do when contacting the media as well.

Here are five to get you started:

Published in The Marketing Edge
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