Industrial manufacturers might not have the advertising allure of consumer brands, but they still need a cohesive marketing strategy to compete for customers. While most manufacturing leaders understand the importance of marketing, some industry giants are plagued by mistakes and misconceptions. Don’t let these shortcomings bring your success to a grinding halt: Thinking your brand […]
It doesn’t take flashing neon “Look at me, look at me!” signs to make your startup health care software as a service (SaaS) firm stand out in a crowded market. You can gain momentum with three tried-and-true marketing strategies: Provide targeted solutions. Health care executives don’t buy products – they buy solutions for specific problems. […]
Competition in the health care software as a service (SaaS) market is wicked. The good news is that demand for these cloud applications is soaring. How can your fledgling company edge out prominent competitors? One solution is branding. Branding is how customers perceive your company, your products and your services. Apple’s iconic branding focuses on […]
Online news wires are great for building brand equity. The look and feel of an official press release will always hold merit, and the journalistic nature of press release writing will challenge your team to convey company news – minus the marketing fluff. Press release distribution platforms are also catching up to the targeting and […]
When I was in fourth grade, our teacher tasked us with writing our “autobiographies.” Given that a compelling and lengthy personal narrative is a rarity among 9-year-olds, she also told us to write a chapter about what we thought our futures would hold. I wrote that “I will be a linebacker for the Chicago Bears […]
What is brand advocacy? It’s another way of saying word of mouth. When a satisfied customer endorses your company without compensation, congratulations – you have a brand advocate on your hands. Want to know how many customers are singing your praises? The No. 1 question to ask your customers is: “On a scale from 0 to 10, how […]
In any business, ads are important for brand awareness, engagement and survival. Even with a small adverting budget, you can maximize your customer reach by reinforcing your message. The key is to repeat the overall theme or tag line throughout your marketing program. The more you repeat your advertising message, the stronger it becomes – […]
Just because you build it, doesn’t mean they’ll come. New websites don’t promote themselves – people do. If you’re not getting the kind of traffic you expected, you’re probably not marketing the new site, or you’re relying on Uncle Henry to spread the word. Big mistake. Killer landing pages, blogs with bells and whistles and […]