Tag Archives: marketing

How AI Is Making Marketing Smarter

It’s no secret that artificial intelligence (AI) has become an integral part of our everyday lives. No longer just the stuff of science fiction, a recent episode on CBS’s 60 Minutes was devoted to this topic. “The Oracle of AI,” Kai-Fu Lee, said that he believes, “…it’s going to change the world more than anything in the history of mankind. More than electricity.”

Own an iPhone X? Its facial recognition system is powered by AI. Ever been redirected by Google Maps or Waze because of an accident or construction ahead? Ever used Spotify’s voice interface to make your personalized music selections? You guessed it: AI. These are just a few small examples. Forbes tells us, “By one estimate, AI contributed a whopping $2 trillion to global GDP last year.” By 2030, it could be as much as $15.7 trillion, “making it the biggest commercial opportunity in today’s fast changing economy” (more than the combined output of China and India), according to a recent report by PwC.

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Email Marketing Automation for Beginners

Small business email marketing has come a long way in recent years. As email service providers (ESPs) continue to expand their features, small businesses are gaining access to functionality formerly only available to enterprise-level marketers. With automation, email marketing is an old dog up to some relatively new and exciting tricks that you could be tapping into without breaking the bank.   Continue reading

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

5 Marketing Automation Tips Any Business Can Use

Video marketing strategy line style illustrationIf your business isn’t automating some of your marketing efforts, there’s a good chance you’re missing out on practical and powerful opportunities to better connect with your leads and customers and generate more revenue for your company.

Marketing automation technology helps to free up time and enhance the efficacy of marketing activities by eliminating repetitive tasks and leveraging data to your advantage. You can put software to work for you in smart ways to boost the results of everything you do to promote your business.

If you’re willing to invest in robust tools, such as Infusionsoft, marketing automation technology offers even more sophisticated options than what I’ll cover here. However, with recent innovations within simple and affordable tools, such as MailChimp, these suggestions are too easy and accessible for any small business owner to overlook.

Here are 5 marketing automation tips any business can use: Continue reading

7 Tips for Advertising on Twitter

Depositphotos_24842955_s-2015Have you ever considered advertising your small business on Twitter? Twitter advertising doesn’t get as much buzz as Facebook advertising, but it’s an option you may want to add to your marketing mix.

Twitter has more than 310 million active monthly users, and its advertising platform provides powerful targeting capabilities that can get your business in front of the right people. You’ll find that the Twitter ad space is not quite as saturated as Google or Facebook ads, so it tends to be less competitive and it gives you a greater opportunity to stand out from the crowd.

Here are 7 tips for advertising successfully on Twitter: Continue reading

7 Tips for Advertising on Pinterest

pinterestIf you’re a Pinterest user, you may have noticed lately that Pinterest ads are showing up in your feed. They appear alongside the pins of the accounts you follow and the pins Pinterest suggests for you. You’ll recognize them by the note at the bottom that simply states, “Promoted by” and the business name.

With the right strategy and a reasonable budget, your promoted pins could gain this valuable exposure too. As with all social advertising, the trick is getting the right promoted pins in front of the right people to drive more traffic and greater conversions.

The good news is, Pinterest has been working to develop a platform that is user-friendly for small business advertisers to help them create better results. As most of Pinterest’s content is generated by businesses, the social media company recognizes the potential benefit of making tools available that allow more businesses to see greater return on the time and effort they are investing in the platform.

Pinterest ad campaigns allow advertisers to target specific interests and keywords. Pinterest users tend to use the platform to seek out content specific to their interests, particularly things that they may potentially buy. People often use Pinterest as a tool to research and plan for future purchases, which is something advertisers can tap into, especially as part of a lead generation strategy.

Here are 6 quick tips to get started with Pinterest ads: Continue reading

Making Sense of Google Analytics

google-analytics-iconHow do you know if your online marketing is working? What are you using to track and calculate the ROI of your online marketing efforts? The answers to these questions may not be simple, but Google Analytics should be part of the equation. However, for many small business owners, the mere mention of terms like analytics and data related to marketing online can seem overwhelming.

Google Analytics is a tool that allows you to track traffic to your website, see where it’s coming from, what brought it there, and how visitors behave after arriving. When you better understand how your marketing is performing and which marketing efforts are producing more leads, conversions, and sales, you’re able make more informed decisions about investments of time and money in your marketing.

With information that you gather from Google Analytics, you can assess whether your social media strategy is effective, which blog topics are favored among your readers, which landing pages get more sign ups or buyers, which search terms are most popular, and that’s just the tip of the iceberg.

By diving into the data GA tracks, you’ll be able to gather important insights about your site visitors; and the more comfortable you get working with Google Analytics, you will see that the data offers a wealth of information to refine your marketing strategies and optimize results.

To start making sense of Google Analytics, you’ll first need to become familiar with the 4 main reporting sections: Continue reading