TOTALLY UNCORKED ON MARKETING

Elaine Fogel

spending more on sm marketingYes, you read that correctly. There’s very little money in social media marketing.

In fact, in a recent study by Regalix, a majority of B2B (business-to-business) respondents said that less than 10% of their revenue comes from social media marketing! Did you get that? It’s a good thing a majority claim that they allocate less than 10% of their marketing budget on it.

Now, here’s where there’s a big disconnect: Continue reading

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difficult-to-reach-youIs your organization’s telephone number and e-mail address buried deep in its Website? How difficult is it for people to reach you?

The last thing you want is for existing and potential customers and partners to give up on your business (or nonprofit) because you made it too challenging for them to communicate with you. Yet, there are so many organizations doing just that. Tch, tch.

This is especially true for technology-based companies offering Software-as-a-Service (SaaS). If you want technical or sales support, there are generic e-mail addresses you can use like support@ or sales@.

Some prefer those awful contact forms that I abhor! Please, just give me an e-mail address so I can say what I need to say in as many characters as I choose!

What about those of us who want to follow up after initial communications? Continue reading

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budweiser-ads-funny-beer-ads-sexy-girl-king-of-beersFor many years, advertisers thought that using sex or violent themes could influence consumer purchasing. Well, guess what? It ain’t necessarily so!

A new study by the American Psychological Association (APA) says that violent and sexual media content may impair advertising’s effectiveness and ultimately deter purchasing. (Well, there goes the marketing neighborhood.)

We found almost no evidence that violent and sexual programs and ads increased advertising effectiveness,” said Brad J. Bushman, PhD, professor of communication and psychology at The Ohio State University, and a co-author on the study, which appeared in the journal Psychological Bulletin®. “In general, we found violent and sexual programs, and ads with violent or sexual content decreased advertising.”

Continue reading

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Smiling woman holding out world globe.Armed with solid research, effective planning, and wise execution, today’s organizations and independent professionals can find success competing in the rapidly developing global marketplace. What follows are three tips that many professionals and organizations rely upon to expand their reach internationally.

1. Learn What Fits and Where

Before one can evaluate the merits of expanding into global markets, individuals or organizations must first establish that what they have to offer is actually a good fit for the global marketplace in the context of cultural and economic factors. Manufacturers of luxury goods may, for example, encounter stiff sales resistance for their products in regions of the world where the culture frowns upon using wealth to differentiate or isolate themselves from other classes. Continue reading

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shrugging shoulders

“I’m sorry, but it’s out of my control.”

You want to retain and acquire more customers, right?  In that case, read on to learn what NOT to do!

Last week, I needed to purchase 300 x 35¢ stamps to send a small postcard marketing campaign. (I decided to send these manually instead of by machine so I could write personal notes on some of them.) I showed up at my local post office just as it opened and already I was sixth in line.

I waited a half hour for my turn and approached the desk. When I asked the nice fellow for the stamps, he opened an antiquated drawer system that looks like it has been around for 40 years.

He came back with 10 sheets, indicating that he only had 200 in stock. I was astonished. “How can that be?” I asked. “That’s like having a run on a bank (like Greece). Post offices can’t run out of stamps!” Continue reading

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woman-with-hands-upWhether your organization has one or many customer service employees, how do you know they’re not missing sales opportunities? Do you ever wonder how much money gets left on the table because they’re not customer and sales oriented?

Case in point…

One of my company’s promotional products customers asked if we can get her a specific custom imprinted tote bag. She provided the product number and supplier. After doing a thorough search of the supplier’s online catalog, I couldn’t locate that product at all, so I sent an email to the customer service department inquiring about it.

Here’s the response I received:

Good Morning Elaine,
 I apologize, this item has been discontinued.
 Thank you
 Jessie
 [Supplier name]
 Customer Service

What’s wrong with this response? Everything! Continue reading

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Businesswoman using tablet outdoorsIf you’re marketing to businesses (B2B) using content marketing, I’ll bet you’d like to learn how to get prospective and existing buyers to share your content.

According to the recently released, 2015 Content Preferences Survey from Demand Gen Report, buyers are using several channels, but two stand out far above the rest.

But, first, let’s look at some B2B content trends from the survey:

  • About two thirds (67%) rely more on content to research and make purchasing decisions than they did a year ago.
  • As buyers view more content, they want it to be easily digestible, such as packages of related content that they can refer to as they progress through the buying cycle.

Continue reading

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