Marketing Eye

Marketing - Page 6

With as difficult as 2020 has been for people and businesses across the globe, it might be hard to take the time to set personal and professional goals for ourselves as we get closer to the end of the year. For some of us, the end of the year feels like a sigh of relief after an incredibly difficult period. Still, for others, it only stresses the already complicated challenges and obstacles we are facing. Either way, it's important to set personal and professional goals to plan for prosperity and success for next year, while instilling a sense of hope for the future. Take an objective look at where you want to be personally and professionally, with a plan of how to get there.

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When you hear the word ecosystem, what's the first thing that comes to mind? Ecosystems work in a particular way, wherein the biotic and abiotic components of any particular ecosystem work together to survive. Product ecosystems are not so different! A company creates a product ecosystem when they have several products that coexist to benefit the customer. Apple is an excellent example of a company that's made a thriving product ecosystem, with its synchronized phones, tablets, laptops, televisions, and even headphones. But how is a thriving product ecosystem built? Below, we have a few pointers for any companies that are attempting to establish their product ecosystem. 

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Marketers tend to pour massive amounts of time and effort into specific content strategies, but they don’t always work out the way they are intended. Content is created to educate customers, move them through the customer journey, and relay the industry-specific information they need. But what happens if your content marketing strategy isn’t working? Below, we discuss three ways that your content strategy isn’t working and how you can address those problems.

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When you’re building an SEO report for a client, it probably features a multitude of considerations to optimize their website like the page level traffic, bounce rate, or the amount of time that users spend on the site. All of this is helpful, but is it the most essential information for your report? Hypothetically, let’s say you can only include one piece of information in an SEO report. The one element that should be included in every SEO report is the conversion rate and goal completion.

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Today’s customers have more expectations for the products and services that they purchase than ever before. For companies that are providing products and services, you must understand what your customers are expecting and how to meet those expectations. That comes from listening to what your customers have to say. The connection between you and your customers is an integral part of your relationship with your customers. Marketing and sales can work together to develop a deeper understanding of what their current customers need and how to serve their prospective customers better.

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Content marketing is all about flexibility. Your campaign might be written perfectly, planned to the fullest extent, and performing wonderfully: but sometimes things change! Trends and global events might distract your audience from your campaign, or it might even lose steam after a competitor campaign launches. Whatever the case may be, it's important to have the flexibility and capability to address what's happening with your campaign and make the necessary changes. When something significant disrupts your content strategy, you need to think about how it will affect your business goals. The success of your campaigns and your business all relies on your ability to pivot your content strategy quickly.

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Building a landing page is standard practice for any marketer, but that shouldn’t undermine the importance of building a purposeful landing page to increase conversions. The fundamentals, like compelling copy, form placement, and social media integration aren’t changing; it’s all about the smaller ways to maximize the number of sign-ups the landing page generates. Below, we have several ways to improve the performance of your landing page and generate more conversions for your business.

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LinkedIn might be the first impression that people have of your company, and a great LinkedIn page makes an excellent impression with any potential leads that might be looking for your information. Consider LinkedIn as an extension of your website, making sure all the information is clean, up to date, and understandable. Below, we have four elements that will your company’s LinkedIn page look professional and inviting to prospective leads.

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If you want to capture the attention of your audience, you need to create the right materials to help them become familiar with what your company offers. Marketing collateral pieces are a great way to showcase that you know exactly what you are talking about, giving you a competitive edge in your field. With the right collateral pieces, you can further educate prospects with what your company has to offer.  

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Today’s customer is all about the experience. From the very first interactions with your company’s branding to the final sale, companies need to provide a branded customer experience that will leave a lasting impression. An experiential marketing campaign takes the idea of a customer experience one extra step, by providing an experience. Experiential events can tell you a lot about your customer base, especially regarding what kinds of things they might engage with. Below, we cover the basic elements that your experiential marketing campaign should have.

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Consumer marketing requires a different way of think for marketers who are generally operating in the B2B space. While B2B marketing focuses on the logical process-driven purchasing decisions for businesses, B2C marketing focuses on driving consumer purchasing decisions with emotion. Finding the right approach means tapping into the interests and habits of your customers, using the analytics at your disposal to make the right strategic choice to move forward.

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2020 doesn’t look the way we ever thought it would. Businesses have faced unprecedented challenges this year, creating significant disruptions to the way that everyone does business. Now is the time to focus on prosperity and growth for the rest of 2020, while building a strategic plan for your business to thrive in 2021. For your strategy to be as successful as possible, it needs to include certain action items that are measurable and attainable for your organization. 

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Startups understand the need for marketing initiatives, but they are also working on building a product. With all of the challenges that startups and small businesses face daily, the marketing strategy is not typically high on the priority list. Outsourced marketing is a very lucrative option for startups that are looking to elevate and support their marketing efforts and grow their businesses quickly. How can startups finish 2020 successfully while preparing for 2021? By finding a marketing partner that can elevate and support their marketing efforts.

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Any business that is operating in 2020 deeply understands the need for flexibility and strategy to stay relevant with your audience. Whether you want to continue to be innovative or not, the simple truth is that inaction will do far more significant harm than pushing your business out of its comfort zone. The best way to transform your business and change with the times is by implementing a digital marketing strategy. Digital marketing is the tool to take your business to the next level and keep up with your audience's expectations.

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COVID-19 has drastically disrupted operations for the small business community in Atlanta, necessitating a recovery plan. Invest Atlanta is looking to provide financial support for small businesses in Atlanta that have had to cease operations or radically alter operations due to the COVID pandemic. The Resurgence Grant Fund will award eligible businesses up to $40,000, plus a credit of $10,000 of additional technical assistance, to help reimburse costs associated with any business adaptations. You can apply for this business grant here until August 31.

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