Three Keys to Marketing Sustainable Brands
Why do so many sustainable brands fail? They ignore these three keys.
Entries by Tim Young
How to Use Growth Models in Your Marketing Strategy
Marketing strategy’s fundamental goal is to drive growth. The challenge has always been figuring out exactly how to do so. Tactical changes like ad spend increases or audience targeting refinements can spur incremental growth, while product development investments can drive bigger (but riskier) returns. So how do you decide where your marketing strategy will focus? […]
Marketing in the Time of Coronavirus
So what’s next? At this point in the coronavirus pandemic, you’ve no doubt adjusted to remote operations, updated your customers on your status, and you’ve probably even sent out a tip or two about social distancing. But in many ways the hard part is just beginning: seeking growth amidst a slowing economy. So what should […]
What, Exactly, Does a Marketing Consultant Do?
Companies hire marketing consultants for many reasons: to support initiatives outside their existing team’s scope, to bring an expert perspective to a particular challenge, or to improve execution in daily operations. The job requirements can be quite broad, which is why so many marketing consultants spend so much time clarifying their scopes of work! But […]
Five Tips to Market Good Causes in a Negative World
Negativity is an attention magnet. These days, you could be forgiven for thinking that the world is falling apart. The worst of humanity seems to fill our newsfeeds on a daily basis, to the point where all that bad news appears to be seriously affecting people’s mental health. But in reality, the world is safer than […]
Four Ways to Survive the Death of the Digital Marketing Middle Class
Although you might not be aware of it, your business is locked in a digital marketing arms race. And there are increasing signs that the ultimate victors will be those companies that can afford ever-increasing marketing investments. A few examples: The declining reach of organic social media efforts, as social media companies grow revenue by prioritizing […]
A (Marketing) History of Valentine’s Day
The history of Valentine’s Day goes back thousands of years (you can skip to the end of this post to see just how far). But in the more recent past, marketers have been a driving force in society’s celebration of love. Greeting Cards – Inventing a New Category Legend says that Saint Valentine himself sent […]
Six-Step Year-End Marketing Checklist for 2018
It’s hard to believe, but 2018 will be over in a few weeks. Before the new year arrives, it’s worth taking a step back to assess your marketing performance in order to build your marketing strategy for 2019. Let’s take a look at six steps you can take to make sure your marketing stays on track […]
The 10 Commandments of Marketing Copy for 2019
Let’s try an experiment: take out your phone and open your email app. Count the number of words that show for each email’s subject and first line. Now visit Google, perform a search, and count the words that appear for each entry on the search engine results page (known as a SERP). We did this […]
How to Nurture Leads Based on Website Behavior
In putting together lead conversion research for one of our clients recently, we ran into some interesting performance data. According to Salesforce, only 13% of captured leads ever progress to become a sales opportunity. With lead nurturing being a fairly common practice, this means that the typical nurturing campaign is leaving significant opportunity on the table. […]