Smart Marketing Blog

Six Key Factors To A Successful PR Campaign

Public Relations is part of a comprehensive marketing campaign, and an effective way to spread the message of a new product, technology initiative, or other significant milestone or shift for your company.

How to Define and Market to Your Customer's Pain Points...Accurately

Content that attracts and resonates with the right audience must focus on what your customer needs most. Whether you’re creating a headline for your homepage, a topic for your new white paper, or overhauling your corporate brand position and message, if you can’t connect with your customers’ pains and help them see how you or your products can solve them, they’ll move along quickly.  

5 Tips for a Tagline that Sticks

Brainstorm notes on hotel bar napkins. Conversations that take you so far down tangents you’ve forgotten what your company does. You need something that’s memorable but not too off-the-wall, specific but not excluding, and exciting but accurate …

Brand Positioning and Messaging: More Than A Mission Statement

It’s often easy to skim over your corporate brand. Maybe your company has been in business for decades and you assume you have a brand already, or your business is fairly new and three years ago you set out with a mission statement, so you should be set. Right? Let’s try an exercise to see if you are actually set. Who was the first president? George Washington, of course. But who was the fourth president? What about the eighth? The easy way to stick in someone’s mind is to be the first. The hard way is to be second (or fourth, or eighth). In his book, Positioning: The Battle for Your Mind, Jack Trout clearly states, “If you didn't get inside the mind of your prospect first, then you have a positioning problem." Has your positioning and resulting messaging set you up for a first-place seed in the minds of your potential customers? Here are five objectives your brand positioning and messaging should meet if it is done correctly, positioning you for that first-place spot (keep reading through the end to also see what you can expect during a complete messaging project):

Buyer Personas: 8 Questions to Profile Your Customer

During the marketing strategy phase, it’s important to know the different personalities that make up your target audience, what they care about, and what they need so you can communicate with them in the most relevant way possible.

How to Create a B2B Marketing Plan that Drives Results

There is a great saying many marketers use, “If you don’t know where you’re going, any road will take you there.” Without a plan, how do you know what you need to do, in priority order, to get there? In busy times, it is difficult to take a pause from everyday work to stop, breathe, focus, and plan. Instead, many rush down any road that looks promising at the moment. Unfortunately, these unplanned roads lead to mediocre results and higher costs – in time, money, stress, and frustration.

Practical Steps for Creating a Product Positioning Statement

Congratulations! You've created a product, figured out your pricing and distribution model (not to mention a ton of other details), and are ready to bring it to market. Or almost ready. First you need a positioning statement.

5 Marketing Activities for Trade Show Success

Face-to-face marketing such as trade shows and seminars are a powerful way to personify your brand, capture leads, and grow customer excitement and loyalty. But trade shows can be quite expensive, so it's critical you have a clear strategy and well-defined objectives to measure your return on investment.  

Six Characteristics of a Great Spokesperson

During a presentation, your technical spokesperson becomes the voice of your company. While often the person is an expert on the product or technology, they are less often comfortable or experienced telling that story to an external audience. However, the strength of your spokesperson makes a significant difference in how your company, products and services are perceived.

What Others Say About You Matters: Strengthen Your Brand Perception

Brands everywhere come with a reputation, a brand perception comes to mind at the mention of a company name. Just a glance at one of the household logos below evokes a perception – whether the brand is trustworthy or not, whether it’s a company that’s friendly and helpful, deeply technical, reliable, customer-oriented, on the cusp of what’s next – or not.

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