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Three examples of companies, their special cause marketing initiatives, and keyword phrases pivotal for winning their battles for meaning.
Posted in: Cause Marketing, The Battle for Meaning
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This three-part blog series considers how companies and cause marketing can mature beyond nourishing brand loyalty and secure keyword phrases linked to bedrock principles.
Great marketers are a rare breed. They are shapeshifters who play these ten crucial roles and gracefully switch between them.
Posted in: Marketing, Marketing Strategy
As an agency that has served more than 250 corporate, higher education and non-profit brands, here is what we have concluded: successful brands invest in cultivating and nurturing these seven powerful habits with fierce intentionality: 1. Keyword Habit: The SEO Keyword Lexicon includes a variety of keywords that prospective buyers will use on Google to search for your products and services. It includes groups of keywords related to your brand, decisioning, reputation, thought leadership and products and services. Great brands develop an Institutional SEO Keyword Lexicon which informs creation of new content based on keywords of strategic importance. Successful colleges and universities include keywords for brand positioning, signature academic programs, areas of thought leadership, college search by prospects and institutional reputation. After all, what’s the use of creating new content if it’s going to become a lotus flower in the Himalayans, which only a few people can enjoy? 2. Data Habit: Great brands develop an institutional data framework that includes sales funnel and metrics that measure … Continue reading
Posted in: habits of successful marketers, Marketing
A familiar Chinese proverb instructs: “To know the road ahead, ask those coming back.” The current situation in higher education defies that enduring wisdom. Change arrived suddenly, with little regard for institutional history or might. In this respect, all colleges stand on relatively common ground. All college presidents, to a degree, have become new college presidents. It might be tempting in this moment of great uncertainty to think that successful colleges/presidents will be those that summon deeper reserves of managerial will or command with greater “corporate turnaround” intensity. More likely, how you and your college navigates this public health crisis and its aftermath will come down to something as fundamental — albeit elusive — as how effectively and artfully you communicate. Every college has crisis communications plans in place, and these plans have served everyone — especially students — well through the initial weeks and months of this crisis. We know that eventually, the urgency of this moment will give way … Continue reading
After two decades of brushing aside concern for how digital would disrupt higher education, college presidents recognize that the wolf may be arriving in the form of large, gold-plated public universities investing hundreds of millions to capture a winner’s share of the adult/online and military market. Penn State Global, Arizona State University, and Purdue Global will soon be joined by the University of Maryland Global Campus, which plans to increase its marketing budget by $500M to grow online students from 90,000 to 120,000. The University of Massachusetts system vowed to become a leader in online education by investing heavily in marketing, as has the University of Missouri system looking to invest enough marketing dollars to grow their online enrollment from 75,000 to 120,000 by 2023. They’re pursuing a digitally savvy market of over 8 million non-traditional students — working professionals, active-duty military personnel and veterans — either starting or re-starting progress toward a degree. Welcome to the marketing arms race … Continue reading
Posted in: online education
Great marketing campaigns are powered by a brand-inspired strategy followed by the creation of high-fidelity content. The attention-grabbing content is presented to right-fit prospects using micro-targeting by placing it in the right channels at the right time. Campaign teams measure the performance, and adjust the campaign based on the insights gleaned from analytics data. 1. Brand Inspired: Campaigns are infused with brand essence. 2. Strategy Directed: They are informed by research insights that steer the campaign in a direction most likely to succeed. They don’t meander. 3. High-Fidelity Content Powered: In the age of “show, don’t tell”, they are comprised of authentic high-fidelity content to win hearts, minds and bots. 4. Micro-Targeting Aimed: They are personalized, then adjusted based on A/B testing of the creative. They lean on algorithms to augment human judgment. They result in little “ad waste”. 5. Multi-Channel Deployed: In an era of rapid media channel growth, the campaigns are released in the fewest – but best … Continue reading
Posted in: integrated marketing campaigns
Well-capitalized, community banks often grow new customer relationships by acquiring other banks. However, as their geographic footprints expand, many find it challenging to also grow new customer relationships organically. As their DMAs widen, their marketing budgets are spread thinner and thinner. The idea of spending money on television, radio and outdoor grows more untenable, and digital becomes more important than ever.
Posted in: community bank marketing
After 25 years of generating prosperity for clients, we have learned that successful digital marketing initiatives must have these 7 fundamentals: 1. Start with Strategy: Ready-aim-fire, not ready-fire-aim. Lead with strengths. 2. Build Your Brand: In the sea of sameness, brands win. Build it. Fearlessly guard it. Imbue it at every touch point. 3. Develop Your Keyword Guide: Before you bake your product/service, reputational, decisioning and geographic keywords into every content asset, you must first discover them and know them. 4. Fortify Your Website: It’s your conversion machine. All roads lead to it. Bake in your SEO Keyword Guide. 5. Surround and Engage Prospects with an integrated campaign: On search, social and mobile, where the prospects live. 6. Invest in Marketing Technology: Know what truly performs, so you can feed the winners. 7. Measure, Test, Adapt: Measure what matters. Know what works. Tease out stories. Change boldly. Learn more about our digital marketing and integrated marketing services.
Posted in: fundamentals of digital marketing
Craig Otto, Director of Brand Development at Elliance, talks about digital strategies to overcome the talent shortage in the manufacturing industry.
Posted in: talent shortage in manufacturing