Inbound Marketing: Why I Should Care

magnet attracting people

What is Inbound Marketing? Inbound Marketing is an evolved marketing strategy based on the real-time habits and interests of your customers. TV ads and cold calls are less effective in today’s marketplace because clients are more educated and tech savvy. They can and do actively search and compare products and services. Basically, it boils down to this: you provide your …

Let the Fun Begin!

Elementary school art lesson

Now the real fun begins! Internally, we determine two different visual directions or themes for your project.  Two different designers are responsible for two contrasting paths.  At this point, each designer begins exploring typography, inconography, photography and color, pulling together a combination of visuals that will suggest or foreshadow the focus word and messaging. This board is not a layout …

Campaign Development Process: Solutions

Man hand turning a knob

Enough questions!  You’re looking for answers.  These are beginning to evolve in Step III.  Our solutions board tells you “here’s what we recommend.” At this stage we identify what your differentiator is—your USP (Unique Selling Position).  This is important, because it becomes the focus of your messaging and answers member, donor, and client questions like, “What’s In It For Me?” …

Campaign Development Process: History

Multiethnic Group of People Planning Ideas

© Thinkstock How often do you interact with creative firms? Do you outsource to a creative firm or agency for your business’ graphic and website design? How has your experience been, working with creatives? Do you find them unpredictable, inconsistent? Since 2004, we have polished an approach, called the Campaign Development Process, to take the mystery out of the creative. …

Top 3 Live Streaming Apps to Humanize Your Organization [Part I]

twitter tv

  Feeling overwhelmed with all this talk about the “next big things” in marketing and social media? First Facebook, then Twitter, Instagram and Snapchat popped up. Lately BigData and the Internet of Things has created a lot of buzz for marketers. But nothing has taken off with as much speed and intensity as Live Streaming apps. Recently, I’ve been watching …

A-ha Moments from Hubspot’s Inbound Marketing Conference

Ever have that lightbulb moment when all the dots align and you suddenly see the solution that was right there in front of you? I have been sympathizing with clients and prospects for the last year or more, saying that social media and online marketing are here to stay, and that we’re all still trying to figure it out. Last …

12 Best Practices for Twitter Cards

twitter logo on building

There are three basic elements to all Twitter cards: the image, the Call to Action (CTA) and the tweet copy.  Your image should show off the business.  The headline and CTA together call out the offer.  The tweet copy generates curiosity and interest. In order to maximize the value of all three elements, it’s important to keep the following best …

HOW TO USE TWITTER 4 BUSINESS

Friends partying on balcony

  I once heard someone compare the conversation on Twitter to that of a cocktail party—short interactions meant to make a quick impression.  Where’s the value in that? There may be more than meets the eye.  Consider some of these facts gathered by a recent survey released by Edison Research.  The full study of over 1,700 respondents is 49 pages …

Member Engagement vs Engaging Your Members

Business People Crossing the Winning Line

© Moodboard Which questions sound more like your association’s internal conversation: How can we get members to buy more of program X, product Y or service Z? OR How can we enable members to achieve the outcomes that matter most to them? How can we get members to help us accomplish this goal? OR How can we better understand the …

Lapsed Membership: What You Can Learn

smiling businesswoman in office

Nobody likes looking at stats that paint a negative picture.  But you won’t have the full picture if you’re not willing to look at everything.  Remember, when it comes to marketing, you don’t know what you don’t know! Three primary reasons for lapsed membership Sherry Jacob has conducted lapsed member surveys with a wide variety of organizations, from small to large, …