Category Archives: Targeting

7 Tips for High-Power Personalization (Without Sounding Like a Stalker)

personalizationMarketing personalization is very, very important if you want your campaigns to succeed in 2017 and beyond. It shows how well you know your customers, enhances their experiences, and matches people to relevant content. A recent survey reveals that:

  • Virtually all (96%) marketers agree that personalization advances customer relationships. Eighty-eight percent say they’ve realized a measurable lift in business results from their personalization campaigns.
  • Currently one in three marketers (33%) relies on machine-learning personalization; that is, using algorithms and predictive analytics to dynamically present recommendations and experiences at the individual “one-to-one” level.
  • Marketers are using personalization in email campaigns (72%), as well as on their company’s website (57%), mobile site (28%), web app (20%) and mobile app (18%).

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In Depth: New Brand from Scratch (Part 3 of 3)

BrandIn this 3-Part series, we walk through building a brand from scratch. With all the pieces together and a real live business operation ready to sell, serve, and support customers. . . it’s time now to advertise and be ready to serve customers as the brand and by it’s standards. Part 3 walks us through the big follow-through. Click here for Part 1 and here for Part 2.

Marketing Plan

The brand marketing plan has been writing itself as you’ve walked through these steps. Now it’s time to nail it down. Decide on a budget and get the plan off to a solid start so it will manage you, rather than the reverse.

A good content and campaign calendar will span a year or more and take you from launch to sales goals to profitability. The plan may include promotions with respect to seasonality and annual trends specific to your industry. Decide up front who will be in charge of the PR, marketing plan, keeping track of the content calendar, social accounts, sponsored posts, ads, promo item inventory, trade shows, media buys, etc.  Continue reading

In Depth: New Brand from Scratch (Part 2 of 3)

BrandIn this 3-Part series, we walk through building a brand from scratch. In Part 2, armed with a good sense of identity after the intensive self-reflection exercises in Part 1, the brand is now ready to advance to the implementation stage and make some solid decisions.

Get Real

It’s time to level-set and refer to the business plan. Let’s align your brand vision with your revenue source. You need to be able to deliver on your brand promise, which you can achieve  by calibrating your tone and messaging to what you have the time, resources, and budget to actually accomplish within a reasonable time period.

Ask yourself what’s feasible, realistic, and affordable. What can the business afford? What can my team support? How much of an authority do we have to be on this subject? How deep a level of customer service do we need to provide? Continue reading

In Depth: New Brand from Scratch (Part 1 of 3)

BrandIn this 3-Part series, we walk through building a brand from scratch. Part 1 takes us though the planning and conceptual phases with the goal of spinning a compelling business case into an attractive and effective brand image.

To make your product or company really stand out in the marketplace and radiate with supreme power, you must first anoint it with the magic of Brand. Establishing an effective brand takes a coordinated blend of business and creative work-think. Let’s pull the team together and get a lot of input so we can realize the best identity for your business.

But first, congratulations are in order! Welcome to a rare, exciting, fun, creative, and collaborative experience. Building a brand means getting the chance to start something that could generate a ton of revenue and benefit many lives.

Whether you’re a first-timer, vet, or a company expanding into new areas, take this task seriously and consider it a great ground floor investment opportunity. Don’t be afraid to pour an abundance of time, energy, and heart into it up front. Continue reading

What To Do With Info on Your Website’s Content Performance

content performanceAre you paying attention to your Google Analytics? If not, it’s time to start. And if you are paying attention to your Google Analytics, what are you doing with the information on your content performance?

Maybe you’re simply filing it under “good to know,” because you’re satisfied that people are actually visiting your website, reading your content, and your traffic is growing steadily. Perhaps you’re using what you find to learn more about your readers and potential customers. With a little digging, there’s a wealth of information at your fingertips.

But something that I’ve noticed small business owners often overlook is the opportunity to use content performance metrics as actionable feedback. How well your content performs or how poorly it performs can provide a roadmap for what direction to take next.

The following simple tips will help you use the information you discover about content performance in Google Analytics to your advantage: Continue reading

6 Steps to Setting Up Your First LinkedIn Ad Campaign

linkedin-400850_1280LinkedIn’s ad platform is a powerful tool for small business owners who want to reach other businesses or working professionals. LinkedIn is a space where more than 450 million professionals go to network online, so it’s probably in your best interest to take advantage of LinkedIn advertising to get in front of your target customers.

In this post, we will cover 6 steps to setting your first LinkedIn ad. Continue reading

How to Warm Up Your Cold Email Lists

warm email listsYou started to grow your email lists with the best intentions. You heard email marketing is a profitable way to generate leads, convert prospects into customers, and grow your business. So you put an opt-in form on your website, inviting people to sign up for a free offer or to join your newsletter.

Visitors landed on your site, entered their name and email to download their freebie, and started hearing from you regularly. They were warming up to you.

But then you got busy. Your focus turned to running your business, serving your clients, and doing your work. And now the people on your email lists haven’t heard from you in awhile and have grown cold.

You want to reach back out to them, but you’re not sure what to say. Perhaps you’re a little nervous about what they will think and you feel awkward about popping back into their inbox. What if they don’t remember who you are? What if they don’t want to hear from you anymore?

If this sounds familiar, you’re not alone. It’s actually pretty common. Continue reading