Author: Joseph Schaefer, PhD

Press releases are a great way to entice an audience while summarizing major facts. It’s key that these tidbits be eye-catching and straightforward. The following tips will help you to write a successful press release.   Use a headline that is straight to the point. This will eliminate any guess work from the client. A headline that is too wordy is distracting and causes confusion on what exactly the story is about. ‘Do’ vs. ‘Applaud’ press releases. These are the two different types of press releases. ‘Do’ depicts stories or organizations that did something and showcases their accomplishments. ‘Applaud’ commends other’s achievements. While forming your press release, it’s best to decide which of these descriptions you want to go with. Keep it to one page. It’s recommended that every press release fit on a single 8 ½ by 11 sheet of paper. Lots of white space is...

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A picture may be worth a thousand words, but a video is worth 1.8 million according to Dr. James McQuivey of Forrester Research. To put it into perspective, that many words are approximately 3,600 web pages of text. If you were to spend the next 150 days writing an average of one web page per hour, you will have accomplished what one minute of video does in comparison. Online video marketing is a valuable investment of your marketing strategy. The percentage of web surfers who view at least one online video over the course of a month is 45.4%. On average an internet user will be exposed to approximately 32 videos in that same time frame. By having an online video presence, your marketing message has a substantial opportunity to get noticed. Each and every day as many as 100 million internet...

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More consumers are turning to their mobile devices than ever for shopping. Each year the increase in consumers taking advantage of online purchasing that isn't sitting in front of the computer screen sees no signs in slowing. With apps for smartphones and tablets, having a shopping cart in your hand no matter where you are simply is too convenient to pass up. The digital experience provided by CMOs, their marketing departments, and the technology team needs to pay careful attention to how the mobile crowd is accessing online browsing for goods and services, turning clicks into revenue. Here are some practices to keep in mind for the mobile experience. Simplicity in the mobile access is critical. A customer using a mobile device is on the move and needs an easy interface to make selections. Time might be of the essence as they...

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Oftentimes, companies will use cost per lead (CPL) as a performance metric. It is simple to measure the CPL and use it as a driving force, though what people sometimes fail to recognize is that a successful marketing strategy is much more complex. It requires a well managed and thoroughly thought out plan in order to be effective and efficient. Organizations that typically focus on CPL have the singular goal of obtaining leads. They believe that getting more leads means getting more sales. Quantity over quality. However, once the lead has been obtained, oftentimes through an independent group, it is then up to the sales group to close the sale. What's the problem with this? It lacks the cohesiveness necessary to deliver the sale. Remember, the goal is to gain good  leads. Furthermore, leads are not all the same. Different substance calls...

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Sometimes we don't know why we make decisions. It's odd, but the smallest things have the ability to impact where we direct our attention and how we perceive our consumerist surroundings. It's up to the marketers to understand the intricacies of this kind of ebb and flow and it's not quite as black and white as it may seem. In fact, recent experimental research shows that reusable shopping bags may have a large impact on the way consumers grocery shop. Imagine how pro-active it makes you feel to do something positive for the environment. It seems to be that that positive energy reflects in the shopper's decision making. The basic gist: people feel positive and pro-active when they use a re-usable shopping bag and, as a result, they tend to treat themselves with sweets and shop organic. The new research shows...

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When it comes to live tweeting, having informative content in a timely manner is critical for a successful marketing effort. The purpose of live tweeting is to build an audience, increase target engagement and connect with your user-base so you need to keep a few best practices in mind before you set out to conquer the twitter-sphere. Live tweeting happens during an event like a tradeshow, major public gathering or even a popular television show. In this world of instant information, audiences are looking for a deeper experience and live tweeting is the opportunity for discussion through social media to feel as if participating in the event. Perfect examples are during the Oscars or season finale of a show such as The Walking Dead. When live tweeting, use a hashtag associated with that event if it already exists, such as #Oscars2014 or...

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Recent studies by Scarborough demonstrate that while many people are receptive to being marketed to through their mobile devices, ads are not favorable as the medium for that audience. It was found that only 13% of consumers are considered “mobile ad-friendly shoppers”. That means that large swaths of mobile shoppers are not conducive to the ad appearing on their portable devices. This means that reaching out to audiences requires a method that goes beyond the simple banner ad or pop-up in the mobile experience. Reaching the majority of a target audience that skews to younger, more tech-savvy shoppers requires a social media presence. These shoppers are 26% more likely than older adults who own a smartphone or tablet to spend at least 5 hours per day on social network sites. And to further prove the point of needing a social networking marketing...

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The traditional method of marketing in which a company will engage their agencies with typical briefings, the agency then spins around some ideas, concepts get developed based on those ideas, which then leads to media purchased, ads run, results measured, and congratulations go around… doesn’t necessarily work as much anymore. It’s the way that it has always been done, however, and that makes it a hard practice to steer away from. The heart of the change is going from standard advertising and promotions behavior to what the CMO of CVS, Rob Price, describes as “Insights to Action function”. As a result, Price explains that CVS is reducing the level of traditional advertising they have done in the past. Traditional advertising focuses on frequency and reach: how often a potential customer views your brand and how many of those potential clients can be...

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Creating and maintaining a blog as part of your online sales effort requires work. However, if you can create timely and relevant content, then you will attract more readers. More readers translate to more prospects and potential sales. Therefore, it is essential to create content that attracts readers. Here are five tips to that effect. Create Compelling Stories Find the narrative thread in what you are trying to communicate. Use metaphors and analogies to drive the message. Remember, facts tell, but stories sell! Customers First Put yourself in your customers’ shoes and empathize with them. Find common ground and avoid a focus on you. Interaction Get your readers involved with your work. Find ways to get them to interact with each other. Provide incentives for specific interactions. People like to contribute and have recognition. Create a community. You can connect your blog with other social media...

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A well crafted video can effectively increase your business's productivity, profit, and over-all image. The video can serve a variety of purposes, depending on how you'd like to utilize it. It can raise brand awareness, explain a product, build trust, serve as a kick starter, recruit, provide customer support, etc. What are your goals? How do you see your company as a brand? A video can serve these goals and more, if you'd like. Keep in mind the importance of minimalism. An overbearing video with convoluted messages and poor direction will leave your audience scratching their heads. In fact, there are a number of things to consider when tackling this kind of project. Here are some tips for developing worthy content for your video. Know Your Audience. Be sure you know who you are speaking to and why. What kind of...

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