Whether your line of work is business or politics, it pays to know your audience. The world is full of businesses that failed because they did not know their audience. If you don’t, your message, however finely crafted it might be, will be ineffective because it did not appeal. Here are a few facts to dispel some myths about general audience. (more…)
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From Weak to ‘Wow’: Deli Turns Wine Shop
Val’s Deli was typical of the smallest, least remarkable of the countless delis found in Manhattan. The store occupied a tiny space crammed floor to ceiling with various sundries and grocery items.
Like so many other businesses, Val’s offered nothing special to distinguish it from the competition. The owners relied on its location to attract neighborhood customers.
This generic little deli operated for years in its unremarkable fashion, and everything was fine. Until real competition arrived on the same block and changed the deli game for this section of Midtown. (more…)
Benefits of Multi-Channel Marketing
Multi-channel marketing uses a variety of avenues to expose potential customers to your business’s marketing message. Direct mail, advertising, catalogs, telephone sales, retail outlets, websites, email, and more recently social media networks are all ways to reach customers, both new and returning. This has come to be known as “bricks, clicks, and flips,” with reference to brick and mortar locations, mouse clicks on websites, and flips through print materials such as catalogs.
But isn’t trying to cover all those bases expensive? More importantly, what might be the benefits? (more…)
How and When to Write a White Paper
A white paper is an effective marketing tool most often used for B2B communication, especially in the IT industry, although their use has spread to nearly all business sectors. How effective are they? According to TechTarget 2009 Media Consumption Report, 90% of survey respondents stated that white papers were effective tools in buyers’ decision-making processes.
A white paper provides detailed analysis of a complex topic, such as a new technology or process, market trends, industry news, regional information, anything that requires space shorter than a book but longer than a letter, typically 5-15 pages.
Businesses use white papers when they want to:
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Website Traffic and SEO
In this post, I’ll take a closer look at SEO and the process of optimizing websites for better placement within organic search results to improve website traffic.
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