Blog About Marketing

Tips & Advice

What is Effective and Efficient Post?

February 06, 2017
What is Effective and Efficient Post?

Even if these two terms have different meanings, for a post to be effective it must also be efficient. Let’s separate them for a minute and look first at efficient postings. For a post to be efficient it must fit the following 3 parameters.

1. Easy to read

2. Be concise

3. Limit use of abbreviations

Read more by clicking the image below.

 

Read more

Personal Branding

January 26, 2017
Personal Branding

LOVE ME! (Goddamn it)

There have been multiple articles and books written on "Personal Branding" during the last decades, and for some reason they seem to have increased in numbers lately? Perhaps it would be easy to explain it with the digitization and the spread of Internet and Smartphones, but that might be a wrong and too shallow analysis?

"A Brand" is the total reputation of a product, company, organization, person or phenomena, as others perceive it. It means that the same "Brand" can mean totally different things to different people. When companies, journalists and even lawyers (?) claim companies owning "Brands", they really refer to "registered Trademarks". These are often protected by registered "words" and/or "figurative"/"visual elements". But the "Brands" only exist in the minds of the consumers/people! What companies normally do is that they are striving for an as clear and similar Brand Position as possible, in as many people's minds as possible. That is, what they spontaneously say and think about a brand.

 

Read more

Concept of branding and brands

January 20, 2017
Concept of branding and brands

Regarding the article (link below) from Harvard Business Review, I felt the need to write this blog. Nothing new or breath taking in any way, but nevertheless an important reminder for anyone who wants to understand the concept of brands and branding.

The brand only exists in the minds of the consumer, and its brand position is very selldom (never) anywhere close to its "pay-off" or "tag-line" or "brand promise"! These are all the company's inside-out ideas, and have rarely any realistic chance to actually describe the real brand position (what people spontaniously will connect with and express about the brand). CLICK TO READ MORE.

 

  • Tags:
  • Marketing
  • Read more

    Company website

    October 21, 2016
    Company website

    A company website is an important tool for your business, of course, there is no doubt. Many companies underestimate the importance of the website for marketing and this mistake you should not do. A website is important for both - digital and offline marketing. Read more about search engine optimization, better content for the website and more success in your marketing

     

    Read more

    E-mail marketing

    June 11, 2016
    E-mail marketing

    1. E-mail Lists:

    Build up your own email list(s).  Having emails for your clients helps to determine how many ‘interested’ clients you can reach. Use your website and your physical location(s) to collect emails. Create opt-in/opt-out options for specials and newsletters.

    2. E-mail Marketing:

    E-mail marketing is the most effective marketing for the money spent. Studies done in the US show a pay back of 40 USD for every dollar invested.

    Gather emails from your customers and keep them informed of sales, events, special offers and other attractions for your business and related products or services. Send out targeted emails, general newsletters and useful information to your existing and potential client base.

    3. Less is More:

    When email marketing and sending newsletters, it is important to remember that you do not want to upset your best clients with too many emails. Consistent and informative, but not intrusive is the key to keeping clients engaged. Sending emails is not the same as posting on a social media site. No matter how many great offers you have, daily emails will have your clients deleting them without opening them.

    4. Newsletters:

    Newsletters should be informative and consistent. You can add advertisements, discounts and specials, but the main focus of a newsletter should be news and information to keep the client interested. It does not need to only contain your own content, but could include industry or product related materials. Consistency is not the same as frequency. You do not have to send out a newsletter often, but it should be consistent and not erratic.  If you send out a newsletter weekly, monthly, quarterly or even annually, the main point is to be consistent.  You want your loyal clients to look forward to it and expect it.

    5. Mobile adaption

    Everything should be mobile adapted. In today’s social network, the majority of interaction and reading/viewing of social media is done by using mobile devices, smart phones and tablets. Almost half of all newsletters are read on a mobile device. Ensure that your content is mobile adaptable and can easily been read on a mobile device.

     

    Read more