​Marketing is an essential part of any business, and it needs to be given careful thought and attention to be effective. There are many different aspects to marketing, and knowing where to start when trying to improve your marketing strategy can be challenging. However, there are some basic steps that you can take to make sure that your marketing strategy is as effective as possible.

What Makes Good Marketing Strategy?
There are a few key elements that make up a good marketing strategy. First, you need to have a clear understanding of your target market. Who are you trying to reach with your marketing? What are their needs and desires? What motivates them? Once you understand your target market, you can develop a marketing mix that will appeal to them.

​All over the globe, one of the most integral parts of doing business is advertising. Most companies would not be able to function without it. Advertising is a multi-billion global industry because it is not just about informing people about products and services, but also about persuading current and future customers to spend.
 
In this article, we will discuss the numerous benefits that advertising provides.

​There are multiple reasons why building your professional brand and standing out from the crowd can be important for your business or your career. First, your brand is how you present yourself to the world and should reflect your unique skills, values, and personality. 
 
Building a strong brand can help in many ways, including:

• Making you more visible to potential employers or clients,
• Helping you stand out from the competition,
• Boosting your confidence and career prospects, and
• Allowing you to network more effectively.

 
While there are many ways to establish your digital brand, this article will look at LinkedIn, Digital Portfolios, and Social Media.

​When starting a new business, one of the first decisions you'll have to make is what to name it. Picking the right company name is important. It will be the first thing potential customers see and will represent your business in everything from marketing materials to domain names and social media accounts.

As my first anniversary recedes in the rear window, I've spent some time in reflection. 
 
All in all, I've been very fortunate to work with some great clients, each with their own unique set of needs and wants, and I've learned something from all of them.
 
But I've also learned how to apply my trade as a consultant, which is entirely different from when I was an in-house employee.
 
I've grouped my learnings into five areas. 
 
May my experience be of value to others who find themselves just starting.
 

1. The art of the hustle (and patience)
2. Billing & pricing
3. Reviewing deliverables (and learning to love share screen)
4. Paying it forward
5. Relearning time management (even if you are a type-a nut job like me)

​You may have heard that content is king when it comes to marketing, and that's definitely true. But creating quality content can be a challenge - especially if you're just getting started. So, where do you begin? This post will outline some essential tips for creating compelling content marketing campaigns. 
 
Content marketing is an important tool to obtain, engage, and keep a following. This is achieved by generating and distributing relevant material - blog articles, white papers & case studies, videos, and other media. 
 
This technique allows you to position yourself, your company, or your client as an expert while also increasing brand recognition. This ensures that your company remains top of mind for current and future clients.
 
So what are the three important steps? 

​Google the term “branding” and be prepared for over 3.6 billion results. You will discover a wide range of tools, consultants, services, and terminology. It can be completely overwhelming, and it may leave you wondering: where do I even begin?
 
The good news is that branding doesn't have to be overly complicated. In fact, it boils down to one simple question: what is the image you want your business to convey?
 
My practice specializes in helping small to mid-size companies create, or refresh, their brand. I follow a relatively simple 4-part process. Well, simple to write about but not so simple to execute.

​Scroll down to read more or download the presentation here.

How long will someone spend looking at your website before bouncing? Are you utilizing the "above the fold" to keep them interested in scrolling down to read more? How are your major elements positioned to enhance attraction?

Read below for some ideas on how to keep visitors engaged and what key elements should be placed "above the fold."

This is a question that comes up at both cocktail parties and when training new comms staff. Many people are interested in knowing whether they should be "off the record" or "on background."

Most outlets and comms professionals acknowledge "off the record" as information that cannot be attributed or used for publication. "On background" reflects information that can be published but attributed to an unnamed source (most likely at the organization you represent.) 

​Famed Harvard organizational psychology professor J. Richard Hackman, who spent 40 years studying teams, identified the three main conditions of effective teams: direction, structure, and support. 

• Clear direction is the main component of a great team. Teams work towards a common goal and grasp how their work impacts an organization's mission.
• A strong structure ensures that the team balances diversity in knowledge and views while promoting positive dynamics.
• Support includes reward, information, and development. Team members are aware of their roles, know how to obtain the information necessary to complete tasks, and are continuously encouraged and developed.

​If you are just beginning to build your shop, or have recently inherited one, consider creating an office manual for your team. A handbook will be a one-stop for internal information ranging from the history of the office to protocols to the voice mail code. At my first shop 20 years ago, I started a manual to help me consolidate information, and at every shop since then, I bring a copy and adapt it to the new organization. 

​LinkedIn has become so ubiquitous in my life that I never imagined what would happen to be locked out...or deal with the potential of losing access forever.
 
Sure, I realize that LI may not be everyone’s most important tool, and I know people who rarely utilize it. But if you are in the middle of building what one hopes to be a successful consulting gig and rely on LI for networking and ads, losing access just became your worst nightmare that you never prepared for.
 
So here is a quick story and a few tips that you can take right now. 

At some point in the evolution of your business, you will need to start thinking about public relations. But when? 
 
Your new business has limited resources, and your focus is getting your product or service to market. Big PR agencies come with big retainers, and after all, those dollars should be invested into the core business, right?