You’ve probably heard the term “content marketing” used from time to time. But just to review, here’s the widely cited definition:Content marketing is “a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”In other words, content marketing means Read More

We have written a lot about planning. Whether it’s setting your overall marketing strategy or simply creating a plan for growing your audience on Twitter, you are always better off by taking the time to plan strategically before you begin.Today, we’re going to apply this concept specifically to the process of promoting any single product or service that you may offer. Below are five key questions that you need to Read More

As you market your products or services, what is your message focused on: features, or benefits?Features are qualities or characteristics that your products and services offer. If you are selling laptops, for instance, features would include the speed of the processor, the size of the hard drive, and the screen resolution.Benefits, on the other hand, focus on the results your customers will get from using your Read More

It pays to be perceived as an expert. No matter what type of law you practice, establishing your expertise will help you to become more profitable and to grow your practice.Why?Because consumers prefer to do business with an expert. And they’re willing to pay a premium for it.(Think of it this way – if you just moved into a new city and you’re choosing a new family dentist, who would you prefer, the recognized expert Read More

Well over 10 million businesses have Facebook pages. Millions more have a presence on Twitter and on LinkedIn. Yet many (probably the majority) of these pages and profiles sit dormant. The business owner or an employee took the time to create a presence and perhaps start using it… but within a few weeks, lost interest.This happens all the time. Business owners hear about the power of social media, decide to dip their Read More

We recently wrote a blog entry discussing the importance of differentiation within your marketplace. Without differentiating your business from the competition, you’re going to find it difficult to bring in new clients—and especially difficult to charge the premium rates you desire. We discussed several effective ways to differentiate yourself—through exceptional service, by establishing a track record of success, by Read More

The field of social media marketing is relatively new and rapidly evolving. Many business owners are hesitant to dive in for those reasons—they aren’t familiar enough with the medium to feel comfortable, and they don’t want to make mistakes that could damage their credibility or their reputation.Today we’re going to identify several of the most common mistakes we see… so that you can avoid them. And one quick word of Read More

It pays to be perceived as an expert. Whether you’re a landscaper, an accountant, a lawyer, or somewhere in between, establishing your expertise will help you to become more profitable and to grow your business.Why?Because consumers prefer to do business with an expert. And they’re willing to pay a premium for it.(Think of it this way – if you just moved into a new city and you’re choosing a new family dentist, who Read More

We’ve talked often about the importance of differentiating yourself from the competition in your market. Another way to think about it is “putting yourself in a category of one.” If you’re successful in differentiating yourself to the point that nobody else can come close to offering what you offer, you’re in a fantastic position. That’s easier said than done, obviously, but it’s a great long term marketing Read More

Most of the time, today's consumers don't pick up the Yellow Pages when they are looking for a business. They go to Google. Or Facebook. Or LinkedIn. So how can you be sure that they'll choose you? There are many elements to a successful  internet marketing campaign, but it all starts with your website.Social media can be very effective – but if your audience can’t click through to your site to learn more, or to get Read More