We’ve talked about how to define your identity and use it to lay the foundation for your brand. Now, we want to share a tool to equip your brand for healthy, intentional expansion in conjunction with your evolving identity. When you’ve decided which elements reflect your identity, it’s time to document your decisions within a brand guide. A…
DetailsOnce you’ve defined and documented your identity with a mission and vision statement, how do you find your voice? Once you’ve taken due diligence in documenting what your business is about, you’ve earned the pleasure of sharing your identity with your target market. It’s time to build your brand. Like many elements of business, building your brand is…
DetailsWhen we sit down with clients, one of the first things we want to know is how well they know themselves. Have they defined who they are, what they do, and why and how they do it? Before you start any marketing, make sure you’ve documented your identity with a mission statement (what do you want to…
DetailsWhen it comes to converting, engaging, and selling to consumers or business clients, what’s the most effective medium? If you had to guess, you’ll probably pick the medium that most recently or powerfully struck you. If you’re like many, you picked video. Video Done Right While a poorly-produced video makes your brand less attractive to consumers, videos produced…
DetailsWhether your goal is brand awareness, lead generation, sales, or another specific result, your mission is to build trust with your target audience. Present the same consistent quality with your marketing media as you do with your products and services, and you’ll show consumers that, whatever you put your hand to, you’re never a one-and- done type of business.…
DetailsIn order for your marketing to succeed, you need to define what success looks like. You need to pinpoint the results that you want your business to obtain from content marketing. According to industry research, four of the five items shown below are the most important results to B2B marketers in North America. The fifth in this list–…
DetailsIn this series, we’ve explored some of the tools involved with planning and executing a good marketing campaign. We can either produce content because “that’s what we’re supposed to do,” or we can use effective tools to define our “who, what, where, and when” so that our media accomplishes our “why” and connects with our audience. You’ve created…
DetailsPart Three: What to Produce? The previous post in our Marketing Tools series helps you find your “who.” Identifying your audience based on your customer data equips you, in turn, to produce targeted media that fits specifically with your audience and your goals. Media that speaks to your Who In preparing to reach out to your market,…
DetailsZooming in on your “Who” Who do you want to reach with your marketing? “Everyone!” We believe you– but an effective marketing campaign is filled with purpose on every front. When it comes to people, each of your campaigns should be like a camera zooming in on one or two faces. Others will be caught in the frame,…
DetailsTools for your Marketing Campaign Part 1: Defining your goals In our Fundamentals series, we discovered that establishing your marketing homestead involves your goals, your website, your media outreach, and your strategy. In this series, we’re diving deeper into furnishing each area within your marketing homestead with specific, documented answers to key marketing questions. We’ll start by equating…
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