Robert Carnes
Listen to our podcast on this topic. As a marketer, you’ll always say nice things about your company. Your job is to find the unique selling points and how to stand out from the competition, but you’re a biased perspective. That’s why so many customers (and potential customers) trust other people’s opinions more than yours. It’s not personal—it’s just their way of getting more unbiased feedback. Word-of-mouth marketing is incredibly powerful but difficult to harness. Online reviews are the most common (and scalable) form of WOM in a digital world. Another is customer testimonials. Maybe you’ve collected customer feedback already, or perhaps you intend to. Either way, how do you gather and utilize these valuable quotes in your marketing today? How to Collect Client Testimonials Before we get into how to use the testimonials, let’s spend a few moments considering where testimonials come from. The answer is: virtually anywhere you […]
Read MoreMany modern businesses focus on sustainability and being environmentally friendly because consumers are increasingly concerned about this. You may be familiar with the triple bottom line concept of profit, people, and planet. Marketing is no exception to this trend. Business leaders make marketing decisions partly based on how sustainable that practice is for the environment. For example, they may decide to send out an email campaign rather than doing a direct mail appeal because of the trade-off of a digital medium compared to printed paper. However, did you know that digital marketing has an environmental impact, too? Let’s examine why this is and what your company can do to maintain effective and ethical marketing practices. How Does Digital Marketing Impact the Environment? It may seem counterintuitive to think that online marketing has a carbon footprint and contributes to global warming—but it’s true. Most of this impact is caused by data […]
Read MoreTell us if this sounds familiar: you know what your business does, but you have difficulty explaining it to people. Friends at parties ask you about work, and you struggle to make it sound interesting. You fumble for a succinct pitch to new potential clients or business partners. The good news is that you’re not alone. Inconsistent messaging is a common issue with many organizations. Business owners suffer from the curse of knowledge—you understand things so well that it’s difficult to share that information with other people. The bad news is that this is hurting your business. Clarity is key, and confusion is costing you. People rarely do business with organizations they don’t understand. If they don’t know the value you provide, why would they spend their money with you? Let’s break down this common marketing issue and how we can fix it. Understanding the Problem of Unclear Communication At […]
Read MoreUsing stories of your existing clients and past projects gives your experience specificity. In marketing, we call these case studies—which is a boring name for a very effective tool.
Read MoreIt’s no secret or surprise that artificial intelligence (AI) has taken the world by storm recently. The business world and even small businesses are not immune from these sweeping changes. Ignoring the impact AI will have on every industry is not a viable long-term option. The best choice for each of us is to proactively adapt ourselves and our organizations before we’re forced to do so or go out of business. Researching and writing a set of AI policies is one step in the right direction. This process guides a small business through where AI is used and keeps us transparent with our team and customers. But what’s involved with creating AI policies? Is it necessary in your industry? And what resources are available to help execute this new business documentation? What Are Business AI Policies? AI policies are guidelines and rules that govern the development, deployment, and usage of […]
Read MoreHearing the word “audit” gives some people shivers because of its connotation with taxes and the IRS. However, an audit can be a genuinely beneficial tool when used properly. In this case, we’re considering what an audit can do for your business’s marketing.
Read MoreHow well do you know your target audience? Understanding who you’re trying to reach is vital to effective marketing. So is knowing what information is relevant to your audience and how they prefer to communicate.
Read MoreDigital marketing is an ongoing process. Effective marketing means planning for the long term and sticking with a sustainable effort. However, there are appropriate times when you can invest more than your usual effort and budget.
Read MoreYour brand could benefit from using some humor in marketing.
Read MoreEffective copywriting elevates your entire marketing game. That’s why a strong marketing copywriter is like a superhero.
Read MoreDoes your company have website insurance? Wait, is that a thing?
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