How to customize your PR measurement.
PR continues to tie results to outdated vanity metrics like advertising value equivalents (AVEs) and inflated impressions, but there’s a better way. Measure the ROI of your PR efforts by creating a proprietary reporting system that measures what’s important to the bottom line. Customizing your reporting takes some upfront thinking and planning, but it will […]
4 tips for a successful video shoot.
The concept is approved, the dates are booked, and you’re ready to head to the shoot. There is a lot of work that goes into a video shoot before cameras start rolling to ensure the shoot and the final videos turn out well. Our team recently headed to Kansas City for several days where we […]
If you’re only using Google Analytics to track website user data, you’re doing it wrong.
Do you remember the first time you successfully set up a Google Analytics profile and installed the UA tracking code on a website? I do. It was exciting to see the visitor data start to trickle in; I felt like I joined a special group of digital marketers who have insight into where website users […]
Managing paid search campaigns to reach business objectives.
Whether you’re in financial services, SaaS or hospitality, chances are you want to increase revenue. And, this will happen by getting more people to exchange money with you for goods or services. But, what happens before that exchange of money? A customer makes a deposit into an investment account or a prospect requests a demo […]
A modern approach to press releases.
It sounds nice; you write a news release, distribute it on the wire, kick up your feet, and wait. But the reporter calls never flood in. The fact is, that’s not how PR works anymore (if it ever really worked like that). Distributing a news release via a wire was standard practice a few years ago. However, […]
The benefits of video marketing (and the pitfalls).
As the use of social media rises and our attention spans shrink, video content has become more important than ever. And while written content will always be a key component of your overall marketing strategy, ask yourself: “What can video marketing do for my business?” And what traps do you need to avoid? Here are […]
3 truths of website redesign.
It seems that no matter how proactive, interactive or innovative your overall marketing is, a website redesign project will need to happen at some point in your company’s marketing life. As a veteran team of web redesigners (strategists, developers, designers and interactive project managers), we all agree that these projects are tough. They take work. […]
Post-launch strategies to ensure the success of your website.
If you’ve recently launched a new website for your business, I am here to give you a virtual high-five and congratulations! But now that it’s live, do you find yourself asking, “what now?” Websites are the hub of the customer experience online and while having a new or refreshed website is crucial to connecting with […]
Why modern marketing requires a marketing automation solution.
One of the most common reasons an inbound marketing or digital marketing program fails is the ineffective use of marketing technology. (The other is the lack of strategy.) The selection, implementation and on-going use of a marketing automation tool is critical to your program’s success online. The platform you choose will ultimately impact the way you […]
How to make your lead generation strategy more meaningful for your sales team.
With the buying process and customer journey changing so quickly, brands are continuing to explore new channels and creative strategies that will help teams meet their lead generation goals. As marketers, we work really hard to plan, write, design, publish and advertise content to ensure we’re filling the funnel with qualified leads. But a challenge […]