Oct

19

Branding, Small Business

Big Branding for Small Businesses

From local plumbers to Fortune 500 organizations, every company has a brand. Small and mid-sized businesses may feel like they don’t need a brand, but that’s off-base.

Before we dig in, let’s define a brand: it’s a unique statement about who you are and what you stand for. It’s more than a logo or a slogan and cuts to the core of a business.

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Oct

18

Consulting, Content Marketing

The cost of silence in health care client communication

The health care industry is facing a patient loyalty problem. 

According to a study, only 4% of complaints about doctors in online reviews were actually about the health care received. The remaining 96% were about customer service. Poor communication was the biggest problem, racking up 53% of complaints. 

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Oct

12

Consulting, Content Marketing

Ask an expert: Threading the needle of a great email subject line

Emails are a part of every professional’s life, but Tammi St. Angelo thinks about them more than most. St. Angelo is the Manager of Global Marketing Automation and Email Strategy at Genesys, where she moved after being part of the in-house email marketing team at then-ExactTarget, which was bought out by Salesforce to become the email and marketing automation core of its Marketing Cloud. In her role shepherding literally billions of emails, St. Angelo has seen what it looks like when an email subject lines works magic… and how dangerous the word “spam” can be.

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Oct

10

Esports, Sponsorships

Why esports sponsorships matter to me, the player

There are many elements that athletes of all sports have to grow into as they become more and more popular. Things like talking to reporters or dealing with social media may put them into uncomfortable situations where they have to learn and grow.

However, one of these challenging areas can decide whether or not they stay on a team or earn additional revenue: dealing with sponsors. Though it can be uncomfortable, the work is worth it. Good sponsor relationships can be the difference between being a major name in your sport or being “just another player.”

Sponsorships are especially key in esports. Here are a few primary reasons that esports athletes should up their game with sponsors.

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Oct

05

Sports Business, Motorsports

How drivers and leagues are connecting with motorsports fans like never before

Sports entities are constantly working to keep their fans engaged in their sport by energizing fans in new and unique ways. Now, there are more avenues for fans to follow the sport of racing and their favorite driver off the track than ever before. 

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Oct

03

Media Relations, Media Training, PR

How to follow up when courting the media

So, you’ve sent out a press release or a pitch to the media and you know it’s a story they will want to do. You’ve made it relevant, provided editorial context and you know it’s newsworthy, but you haven’t heard anything back. Now what? 

Knowing when and how to follow up on public relations efforts can be key in helping you find success in placing your story.

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Sep

28

Content Marketing, SEO, Social Media

What is Content Marketing?

As buzzwords go, content marketing has been reigning over the marketing world for a while now.

My bet is that is because any new ideas can be rolled into the huge, undifferentiated mass that is content marketing. Sure, ebooks and blog posts are obvious, but email nurture? Yep, that’s creating content to be sent via email. Social? Absolutely- just little bits of content sent hourly. You think we can’t claim events? Try creating a successful booth without designers and writers. Content marketing can grow to encompass anything, because all of marketing needs words or pictures (or both). All roads lead to Oz. 

That breadth is also what makes content marketing tough to nail down. When content means everything, then it functionally means nothing.

Let’s strip it back down.

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Sep

26

Media Relations, Media Training, PR

How to know if your news is actually newsworthy

This scenario happens all the time - your company has what you think is big news to announce so you draft a press release, send it to the media and nobody covers it.

It’s beyond frustrating when this happens but the question you should ask yourself is why didn’t the media care? It’s probably because while you thought it was newsworthy it really wasn’t to the media.

So how do you avoid this disappointment in the future? Here are a couple tips:

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Sep

21

Consulting, Small Business

3 Reasons Your Small Business Idea Needs A Business Plan

This advice seems obvious, right?

You would think so, but sometimes the true value of a solid business plan is undersold. A good business plan helps you navigate through each stage of starting and managing your small business. Your business plan is the element you can use to convince people that working with you or investing in your business is the right choice. Essentially, your business plan is the resume for your small business and helps you…

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Sep

19

Consulting, SEO, Small Business

How to Build an SEO Budget for your Small Business

SEO is a complicated topic to understand, much less to budget for. Good budgets should be based on more than a shot in the dark, but if you’re not familiar with the area, how can you make informed projections?

Of course, there is no one answer for every situation, but there are a few levels of SEO work that cover most small businesses. These projections should let you know if you’re getting a decent deal. A higher price tag may also not be a deal breaker- many SEO companies can charge more, because they have a long history of proving Returns on Investment.

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