Browsing Tag

strategy

Blog, Marketing

The Future of Organic Marketing and Facebook

January 31, 2018 • By

The internet marketing world collectively panicked when Mark Zuckerberg announced changes to how Facebook would display content to users. You should read the post in its entirety, but this paragraph is likely what triggered worried phone calls and emails:

“As we roll this out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people.” (emphasis is mine)

For many businesses, social media marketing—and therefore Facebook, given its size—is a key element of their marketing mix. The idea that an algorithm change would automatically make your Facebook marketing less effective is naturally alarming, but the unbridled panic may not be justified. Your business can still leverage social media marketing to drive retention, acquisition, and revenue, but your social media strategy is going to have to change.

Blog, Marketing

Content Marketing Everything You Wish You Could Say

January 16, 2018 • By

Content marketing is an extension of your sales process.

Content marketing is a broad term that can describe everything from television shows to email campaigns. For someone working in this space—hello, that’s me!—this makes content marketing exciting and interesting. The variety makes each marketing mix unique and opens the door to a huge swath of creative potential.

For clients, the folks deciding whether or not use content marketing, that same broadness can be confusing and crippling. Many times, when there are so many things that you could do, the response can often be to do nothing. Analysis paralysis, feeling overwhelmed—however you describe it, more choice is not always a good thing.

Blog, Marketing

5 Reasons Why Your Blog is a Failure

October 24, 2017 • By

When I talk to business owners about content marketing, their initial reaction is often to say, “Oh, like blogging?” which is shortly followed by “We tried blogging. It was a waste of time.” They aren’t being mean. Running a blog is a time-consuming process, and for it to produce no measurable return is understandably frustrating. The reality of blogging—a small facet of what content marketing encompasses—is that the vast majority of business blogs are abject failures.

To blame for these failures is a range of common mistakes and misconceptions of what a blog should do or how it should add value to a business. Even if blogging is a clear opportunity for your business, executing a blogging strategy incorrectly will do nothing but drain budget.

Blog, Marketing

Content Marketing Case Study: Inverted Gear Tells a Personal Story about Cancer

September 11, 2017 • By

Despite its prevalence, the power and purpose of content marketing still perplex many business owners. They equate content marketing with blogging, and they just can’t see how blogging could help any business grow, let alone theirs.

Content marketing is far broader than blogging—though blogging is sometimes included—and the goal is to build and strengthen relationships between your brand and your target audience. The best way to do that will vary dramatically from brand to brand and audience to audience, but the core of content marketing comes down to leading and participating in conversations that are emotionally important to your audience.

Blog, Marketing

The Power of “Cost Per Acquisition”

August 16, 2017 • By

A range of metrics can impact your marketing strategy and how you run your business (and we have done a few blog posts on this topic), but few metrics are underestimated and underutilized as much as cost per acquisition.

Cost per acquisition (CPA) is how much your business spends, on average, to acquire a customer. When you define this metric, you can use it to optimize multiple facets of your business. If you run your business without knowing your CPA, you might be missing significant revenue and growth opportunities.

Before we get there, let’s talk about how to calculate CPA.