marketing strategies

At recent networking events, I’ve been mingling with other small business owners and professionals who are interested in advancing their brand online. From financial advisors and real estate brokers to web service providers, wellness coaches and more—most are flummoxed by how to begin to gain attention and traction from prospects while on a tight budget. One piece of advice I offer to jump-start marketing for either their company or personal brand: Create an active blog. ...

How to Begin Marketing Your Brand Using Blogs

For women seeking leadership roles in the workplace, getting noticed for your talents, skills and connections requires a marketing plan … much like a company would promote its brand, products and services. After listening to a podcast featuring Sally Helgesen, I realized budding business leaders should apply many of the same marketing tactics we use at Twirling Tiger Media to advance our clients’ brand. The intention is to engage, attract, acquire and create loyalty to...

Aspiring Business Leaders: Why and How to Market Yourself

Which content marketing resources by B2Bs selling pricey technology solutions should be available to customers on demand? First, marketers must realize that their target decision-makers still span three generations (Millennials, Gen Xers and Baby Boomers)—dominators of the U.S. labor force. Second, marketers must understand buyers’ unique decision-making process based on their generation. MarketingSherpa reports that Arketi Group recently surveyed managers and executives from telecommunications, technology, education, finance, healthcare, manufacturing, government and business services industries. The...

Selling Tech: Understanding Each Generation’s Decision Process

In 1905, an 11-year-old Frank Epperson mixed a soft drink powder with water and then accidentally left the sugary liquid and stirring stick outside on his family’s San Francisco porch overnight. The youngster woke the next morning to discover an ice pop, which some years later became the frozen treat now trademarked Popsicle. (So named by Epperson’s children, who called him “Pop,” after rejecting his first eponymous suggestion: the Eppsicle.) It’s a lovely origin story....

What’s Your Story: Tips for Creating Origin Stories

Whether you are interacting in a sales capacity with a prospect for the first time, or pitching a complex proposal to an existing client, you are the face of your organization and should always adhere to best sales practices.  In order to authentically solve your customer’s problems with your company’s solutions, it’s best to align yourself with your company’s values and mission to effectively promote products and services to your end users. If your marketers...

The Impact of Sales Approaches

In recent weeks, I’ve read and watched tales of two very different entrepreneurs who both led their companies to calamity. They marketed a product or event well before it was ready in order to gain publicity and investors. In both instances, a contractor (among many others) hired to do marketing eventually challenged the CEOs to prove they could do as advertised or pull back on claims. This is perhaps one of the prickly parts of being...

Marketers vs. Makers: What Happens When They Don’t Play Well Together

Last month, The Atlantic published an article on luxury resorts struggling with requests for free stays from so-called Instagram influencers. Such exchanges are nothing new; in fact, the FTC mandates that bloggers and other social media users disclose if a product or service is given gratis in exchange for a review or mention. Typically this disclosure comes at the onset or closing of a post with a line letting the reader know this post is...

How to Pitch Like a True Influencer

While everyone was fixating on hurricane coverage over the past several days, another storm was brewing—a massive data breach announced at Equifax. And unlike those living in the Caribbean, Gulf Coast and Eastern Seaboard, this one impacts up to half of the U.S. population. It’s OK if you didn’t realize that one of the nation’s largest credit reporting agencies failed to keep cybercriminals from stealing vital data on up to 143 million consumers. Equifax leaders...

Why Equifax Gets an F for Incident Response

When I was asked to give my thoughts and perspectives on the next generation of marketers, I thought it would be easy to describe them. I’ve been teaching at the college level for the past 17 years (yikes!). As a practitioner faculty member at a small, private college for the past four years, I’ve seen the youngest of the millennial generation in my most recent marketing classes. And to be honest, they live up the...

The (Mostly) Pros and Cons of Working with Millennial Marketers

“Oh, not that ad again!” The repetitiveness of advertising is never more apparent than during a televised Super Bowl game. The eagerly anticipated Super Bowl commercials, at first blush, are seen as novel. By the time the same commercial has been countlessly aired over the ensuing months, the audience may feel annoyed, or, if all goes according to plan and science, captured by the advertiser’s message and ready to make a purchase. Rule of Seven...

In Advertising, More Frequency = More Effectiveness