I’m sure you’ve heard at least one or two people talk about digital marketing, and maybe you’ve heard mention of a decision-making sales funnel too. But how are the two related and what do they mean for your business?
The sales funnel is a way of visualizing a potential customer’s decision process. At the top of the funnel, you have customers researching a vague problem and discovering potential solutions. In the middle of the funnel are customers who have defined their problem and the sort of solution they need. At the bottom are customers who are ready to make an informed purchasing decision.
Ideally, you want customers to discover your brand as a potential solution for their problem right at the ...
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A Google Business Profile is a powerful way to help your business on search — and it’s easier to manage than you think.
You know that moment when you’re searching for something on Google and you see a business profile card pop up? That’s a Google Business Profile page in action. A built-in feature on the search engine, these free profiles offer businesses the chance to develop a strong first impression online. And, since more than 83% of the global population uses Google as its primary search engine, according to Statista, chances are high that a Google Business Profile will get more than a few eyeballs on it.
So how can you set up your Google Business Profile?
1 | Google Your ...
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Whether you’re a membership association, a nonprofit or an employer in the education or healthcare space, you have important messages to communicate — and stakeholders who need to hear that message.
What better way to keep potential members, donors or alumni engaged with your mission and vision than with a magazine that highlights your needs and accomplishments?
For one, the consistent publication schedule of a magazine means your stakeholders are reminded of both your existence and your value on a regular basis, whether it’s monthly, bi-monthly or quarterly.
Also remember that a beautiful magazine can be a keepsake, lending your message the kind of staying power that’s difficult to achieve in the digital age.
1 | Consider Print vs. Digital
Your magazine could be ...
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Chambers of Commerce, visitor bureaus and other membership-based organizations need member dues to thrive. To recruit more members and keep the ones you already have, you need to offer perks. One great way to highlight existing members and win new ones is your annual print directory.
Here are a few strategies to consider:
1 | Feature a prominent member on the cover.
If one of your members is a major local employer or a significant supporter of your organization (e.g. via event sponsorships), you may want to consider giving them prime placement on the cover of your directory. The cover photo provides great exposure to the member, especially when paired with an article about the member inside the publication. It also elevates ...
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You’ve heard the term “SEO” tossed around, but chances are you’re not 100% sure what it means. It stands for search engine optimization, and it’s a critical technique to ensure you’re taking steps to help your content perform as well as it possibly can online. Here are a few best practices to get you started on optimizing your content for websites, social media or membership directories.
1 | Consider length and structure.
Sure, you want the quality of what you’re putting onto the internet to be top-notch. What’s just as important, however, is making sure it’s optimally structured. Start by making sure your content is the right length for the platform on which it will be hosted. If it’s a social ...
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Search engine marketing, often referred to by its acronym SEM, is a way for businesses to appear higher in search engine results.
While search engine optimization (SEO) is an organic digital marketing strategy (meaning it creates traffic to your business over time rather than using paid methods), SEM is a “pay-per-click” (PPC) method of advertising in search engines. PPC means that a business will pay anytime a consumer clicks on their search engine listing.
SEM involves identifying keyword phrases and trends in a target market and utilizing those keywords to show your advertisements on search engine results pages via Google Ads, Bing Ads, etc. It’s important to understand your audience and use pertinent keywords so that the most relevant consumers are ...
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While consumers do turn to the internet for much of their information about travel destinations, printed guides remain relevant in the digital age.
For example, a Destination Analysts study has found that more than 50% of U.S. travelers consult printed materials before making travel decisions.
That said, you still need to find a way to help your publication (and destination) stand out from the pack. Here are three tips for doing just that.
Embrace Magazine-Style Writing
While newspapers have been losing readers, magazine readership has held strong, with the total number of magazine readers in the U.S. remaining above 220 million every year between 2016 and 2020. And when it comes to travel, research by the University of Massachusetts Amherst demonstrates that travel ...
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Curious about AI, otherwise known as artificial intelligence? There are many ways this oft-discussed technology can benefit businesses of all sizes… if you know how to leverage the tools properly. Here are a handful of AI platforms that might be useful.
ChatGPT
Arguably the most discussed of all AI platforms, ChatGPT is an OpenAI chatbot that can do many things for businesses. Sales professionals can use it to help draft pitch letters, while marketers can use it to brainstorm copy for everything from email blasts to posters to social media posts. For writers and editors, ChatGPT can serve as a proofreading tool to help catch spelling errors and make text more concise. To use it, simply create an account, enter a ...
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It seems like every day there is a huge tech breakthrough of some sort — whether it’s artificial intelligence, medicine, space exploration, energy or any other number of areas. It should come as no surprise that things are the same with digital marketing.
As a brand in search of new customers, you’re always looking for new and better ways to generate brand awareness, establish yourself in your market and capitalize on consumer shopping habits. Ways to reach your target audience digitally have been around for decades now, but the old ways are fading. That’s where CTV and OTT come into play.
What are CTV and OTT?
In short, CTV and OTT are internet-connected devices and platforms that allow a user to ...
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Having a well-designed website and an active social media presence is a great start. But if you really want to keep customers interested, you’ll need to get creative — and interactive.
Here are some tips to get you started.
1 | Get Your Name Out on TikTok
TikTok is having a major moment as the place to be for brands, but getting it right and getting noticed can be a challenge. Luckily, TikTok itself has put together a guide to success, with tips on how to come across as authentic and creative.
2 | Launch a Customer Loyalty Program
One of the simplest ways to reward loyal customers is with a points program. Let customers earn points for actions like following you on social, ...
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