Customer Relationships
Do You Know the Difference Between Content Marketing v. Inbound Marketing?
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As the terms "content marketing" and "inbound marketing" gain greater traction, it's important to note the ways they are the same and different from previous types of marketing and how they relate to each other.
Smart companies understand that everyone in their organization is in the customer service business and everyone helps market the business through their daily interactions with customers and prospects. So, the end goal of marketing has not changed. We are still in the business of connecting the right people with the right product or service.
While some of the basic units of effective marketing are the same, the strategy and process of getting to the end goal are a bit different. And of course, we're calling it something new. Continue reading
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3 Reasons to be Hopeful for Better Business in 2012
For me 2011 was a tumultuous year and I am happy to move on. As I thought about why I was more optimistic about 2012, three things came to mind that have nothing to do with whether or not the economy improves (although we all hope it does).
- A fresh perspective. Most of us have had some down time during the holidays, and whenever we spend time away from the day to day, we can examine what we’re doing in new ways. Even if the only change for you is the New Year itself, take this opportunity to evaluate your work for an opportunity to bring a fresh perspective or to try a new strategy or tactic. If you’ve been dreaming of something different, this could be the time to activate that dream. Continue reading
3 New Rules of Branding
Traditional branding focused on push-out messaging via advertising, marketing and sales. In the traditional model, the publisher or the manufacturer controlled the conversation around the brand.
No more.
Here are 3 new rules of branding:
It's relationships not transactions.
The power position has shifted to the customer. Continue reading
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Back to Basics
First published November 7, 2008
Post-election and the financial meltdown continues. Discretionary spending is down. The worst October in forty years. Layoffs are increasing. Everyone is holding tight to personal and corporate checkbooks. What should K-12 publishers and service providers do?
The truth is that educators, schools, and districts are still buying – investing in what they think is most necessary to maximize student learning. However, they are giving purchases more scrutiny. So what should we do to make sure that we get our share of what is being spent? Continue reading
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