Posted by advantagemarketing on December 6, 2016
Your logo is the visual image of your company. Is it time to refresh yours to better reflect your company’s brand?
When I start developing a marketing program for a new client, the first thing we tackle is branding. This often means creating or updating their firm’s logo. Here’s what I tell new clients about branding…
Your company logo is the cornerstone of your branding. It is a visual reminder of everything your firm stands for. Some elements of a good logo, according to Duct Tape Marketing:
- It has lasting value – trendy logos don’t hold up over time. Make sure your logo will stay iconic and reliable even if the design of your website changes.
- It is distinct – some amount of uniqueness, as long as it doesn’t confuse, is valuable. A distinct logo will stand out among a crowd of dull ones and generate more sales.
- It appeals to your target audience – if your target market is partial to blue, then it doesn’t matter that you’re not. Your design should consider what your audience values first.
- It supports your core message – if you’re trying to communicate your low, low prices, then your logo should support that image. Your customers should be able to understand the heart of your company philosophy just by looking at your logo.
- It is legible – This seems pretty obvious, but many people use typefaces and images that can’t be printed or carried to a large sign. Your logo should clearly identify your company, and it can’t do that if people don’t understand it.
Test Your Logo
I advise clients to get several outside opinions, preferably from clients or prospects, before selecting a final logo design and using it on their email templates, letterhead and website, etc. This helps ensure that the logo is effectively communicating their brand message to the target audience.
Don’t skip this crucial step! When we tested a lighthouse-themed logo for an HR client, for example, we discovered it did not resonate with the senior executives who were his clients. This valuable insight caused us to take the logo concept in a different direction, resulting in design that better reflected the value these executives received from my client’s work.
A logo should be more than eye-catching, it should represent your company’s brand and appeal to your target audience. If your current logo hasn’t kept up with how your firm’s brand has evolved, then it’s probably time to update it.
Posted in B2B marketing, Marketing, Professional service firm marketing, small business, Traditional marketing | Tagged: brand building, build company credibility, business, marketing, marketing professional services, New Jersey | Leave a Comment »
Posted by advantagemarketing on October 4, 2016
Insights gained from market research can help your company bring more value to its clients and stay ahead of the competition.
Recently, a CEO of a mid-sized firm, for whom Advantage Marketing had proposed a much-needed market research project, asked how he should justify the project to his Board of Directors. Here’s what I told him:
Are any of your board members pilots? Ask them if they would fly blind, without the indicators on the plane’s control panel. Market research is just like those indicators. It keeps you aloft as a business, and prevents you from crashing and burning. Right now your company is flying blind – how close are you to crashing and burning without valid market insights? If you’re not crashing and burning, you’re at least wasting fuel (money) by running inefficiently with things that won’t bring value to clients or get you new business.
With market research, the return on investment is almost always positive.What would be the value if this project netted you just one new client? Or, even better, if it enabled you to develop a new product line for a new market? It’s not certain that you’d get either, but you certainly aren’t getting either now.
Other benefits of market research include:
- Maintaining and improving the sales team’s focus.
- Pointing you in the direction of the most lucrative opportunities.
- Keeping your company relevant and future-oriented.
- Improving your decision-making and reducing your risk.
- Keeping you ahead of the competition.
It also avoids negative consequences such as:
- Plunging blindly ahead and investing money where it doesn’t provide value for customers.
- Staying the same as always and losing market share to others who innovate and come up with a better, faster, or cheaper way of doing what you’re doing now.
- Losing money because you’re caught sleeping while the market is changing.
Is your company considering market research? What do you see as the benefits of research for your company?
Posted in B2B marketing, Market research, Marketing, Marketing Strategy, sales and marketing, small business, Traditional marketing | Tagged: business, business owners, developing marketing plans, Market research, marketing, marketing insights, New Jersey, running a business | Leave a Comment »
Posted by advantagemarketing on September 8, 2016
Read any good marketing books lately? Here are 7 that you won’t want to miss.
Duct Tape Marketing
As a small business owner, you are really in the business of marketing. The problem for most small business owners is that they suffer from “marketing idea of the week” syndrome instead of implementing a systematic approach to the problem of small business marketing. In Duct Tape Marketing, renowned Small Business Marketing guru John Jantsch shows you how to develop and execute a marketing plan that will give your business the life and longevity you knew you could have when you made that decision to go out on your own. Buy It Now
Professional Services Marketing
Written by John E. Doerr, Mike Schultz, and Lee Frederiksen, Professional Services Marketing is a fully field-tested and research-based approach to marketing and client development. The book covers five key areas that are critical for firms that want to grow and become more profitable. It includes real-world case studies that illustrate major points, as well as quotes and stories from well-respected professionals in the industry. Buy It Now
RESULTS! is based on years of experience and learned knowledge and is a powerful business tool. It contains the top tips and insights for getting results in your own business from 17 seasoned business experts, including marketing strategist Loraine Kasprzak. Their mission is to inspire more business owners, entrepreneurs, managers, and salespeople to achieve the results they want, so they can lead the life they desire. Buy It Now
To Sell Is Human
To Sell Is Human offers a fresh look at the art and science of selling. As he did in Drive and A Whole New Mind, Daniel H. Pink draws on a rich trove of social science for his counterintuitive insights. He reveals the new ABCs of moving others (it’s no longer “Always Be Closing”), explains why extraverts don’t make the best salespeople, and shows how giving people an “off-ramp” for their actions can matter more than actually changing their minds. Buy It Now
In Content Inc.
, one of today’s most sought-after content-marketing strategists reveals a new model for entrepreneurial success. Simply put, it’s about developing valuable content, building an audience around that content, and then creating a product for that audience. Notice a shift? Author Joe Pulizzi flips the traditional entrepreneurial approach of first creating a product and then trying to find customers. It’s a brilliant reverse-engineering of a model that rarely succeeds. Buy It Now
Buyer Personas is the marketer’s actionable guide to learning what your buyer wants and how they make decisions. Written by Adele Revella, this book provides comprehensive coverage of a compelling new way to conduct buyer studies, plus practical advice on adopting the buyer persona approach to measurably improve marketing outcomes. Readers will learn how to segment their customer base, investigate each customer type, and more. Buy It Now
The result of thousands of conversations about web marketing with hundreds of companies, this handbook is a compilation of the most important and effective lessons and advice about the power of search engine optimization, social media, and email marketing. The first and only comprehensive guide to content marketing, this book explains the social, analytical, and creative aspects of modern marketing that are necessary to succeed on the web. Buy It Now
What marketing books can you suggest as worthwhile reads?
Posted in Book marketing, Business, content marketing, Marketing, Marketing Strategy, Professional service firm marketing, small business, Traditional marketing | Tagged: business, content marketing, marketing, marketing books, marketing professional services, marketing tips, Westfield. NJ | Leave a Comment »
Posted by advantagemarketing on August 11, 2016
Let’s face it: marketing can get awfully tedious, especially when you have to do the same tasks repeatedly. Marketing automation can be a lifesaver because it allows you to set up automated workflows that handle many admin or routine tasks, so you don’t have to. These marketing automation tips from my Twitter feed can help you get started with marketing automation for your own small business.
Marketing Automation Leading to Shorter Sales Cycles, Post-Sale Focus
Marketing automation software is all about automating the customer interaction process from campaign formation through lead generation, all the way to initial sale and repeat business. It can take the time out of tedious tasks and greatly increase efficiency. Read More
How to Ensure Your Marketing-Automation Project Does Not Fall Flat
Benefits of marketing automation cannot be overstated. The following 5 tips are meant to provide you some ideas about how to improve your marketing automation and obtain better results. Read More
59% of B2B Fortune 500 Companies Use Marketing Automation
The growth of marketing automation adoption within the Fortune 500 segment is continuing — and for good reason. Read More
Why Predictive Software Is Key To Marketing Automation
It is time to reinvent marketing automation. Read More
How Automation Will Change Content and Native Ads
Nearly nine in 10 say tech will improve content marketing and native advertising. Read More
Why Do B2Bs Use Marketing Automation? Leads, Leads, Leads
Marketing automation is important throughout the leads process. Read More
5 Reasons Sales Teams Should Embrace Marketing Automation
Salespeople want more and better-qualified leads, and most don’t realize or appreciate the value they get from good marketing automation. Read More
6 Ways Marketing Automation Saves Time
When I first heard about marketing automation, I was running demand generation programs for an economic research firm. One year after I’d implemented it, marketing automation had saved me 1,832 hours across the entire team — the equivalent of one full-time hire. Read More
Vital Features to Look for in Marketing Automation Software this Year
The single most important improvement companies can make to their marketing strategies is investing in marketing automation software. Automation is the fuel that allows businesses to stay one step ahead of the game. Read More
Give Your Marketing Automation Database Segments a Rest: Ideas to make sure you are engaging your contacts.
Continually sending messages on weekly webinars, white paper downloads, call-downs, and recycled nurture campaigns will burn out your database and create a level of exhaustion. Read More
Posted in B2B marketing, Business, Internet business, Marketing, Marketing automation, small business | Tagged: business, marketing, Marketing automation, marketing tips, New Jersey, Westfield. NJ | Leave a Comment »
Posted by advantagemarketing on July 14, 2016
Content marketing is a powerful, but often underutilized marketing tactic for B2B firms. These Twitter posts share helpful tips for putting content marketing to work for your small or mid-size business.
5 Reasons Your Small Business Needs Content Marketing
Constantly clamoring to grab the attention of prospective customers, small businesses are competing with a lot of noise. To avoid getting skipped over or ignored, savvy digital marketers must craft messages that their target audience wants to see. Read More
Content Marketing Is On the Rise – But Less Than 1/2 Of B2B Marketers Think Their Strategies Are Somewhat Effective.
Though everyone agrees that “content is king,” only 2 percent of marketers believe their strategies are highly-effective, according to new research by the CMO Council. Read More
Content Marketing And Its Influence On SEO
If I want better visibility for my business and increased conversions from site traffic, which is better — content marketing or traditional SEO (search engine optimization)? The short answer is both, but they involve very different processes and technology. Read More
How to Leverage Content Marketing for Lead Nurturing
Most people think a successful content marketing strategy is one that collects a lot of leads. While that might be the case, if you can create a content marketing strategy that effectively moves leads through your sales funnel, it’s likely more valuable than the longest list of leads. Read More
The New Content Marketing: How to Create Successful Content For Today’s Audience
Successful content marketing depends upon your audience. This is just one of the first things we ever learned about marketing. The audience is what drives the success of your marketing campaign. Read More
Analysis: There’s More To Content Than Just Marketing
As the line between content and content marketing blurs, columnist Rebecca Lieb shares thoughts about what lies ahead for content professionals. Read More
6 Tips For Communicating Content Marketing ROI To Your Executive Team
Executives want to know a marketing strategy’s expected ROI before they commit money and resources to it. But content is a different animal than other marketing initiatives. Read More
When, How and Where to Promote Your Content on Social Media
Promotion is just one part of the process, but it’s a complex machine of its own. Learning when, how and where to promote on social media takes knowledge, skill and testing. Read More
Complement Your Content Marketing with Social Media
Let’s think about how social media fits into the B2B content marketing landscape. Read More
Valuable Tools for Better Content Marketing
Make the most of your content marketing efforts and strategies by using time-saving tools. Read More
For more content marketing tips, follow me on Twitter: @LMKasprzak.
Posted in B2B marketing, brand building, Business, content marketing, lead generation, Marketing, small business, Thought leadership | Tagged: b2b marketinig, business, content development, content marketing, marketing, marketing tips, Westfield. NJ | Leave a Comment »
Posted by advantagemarketing on June 16, 2016
I recently had the pleasure of attending and speaking at the Union Catholic Business Networking Luncheon. This second annual event took place at Shackamaxon Country Club in Scotch Plains, NJ, and featured a panel discussion moderated by Joe Connolly, WCBS Newsradio 880 Business Reporter. It was a fun opportunity for members of the business and non-profit communities to come together.
The event was recorded, so if you want to hear all the great advice the panelists gave to audience members, check it out here: http://livestream.com/unioncatholichs/events/5276120. Enjoy!
Posted in Business, Networking | Tagged: business, marketing, networking, thought leadership, Union Catholic Business Networking Luncheon | Leave a Comment »