Smart Marketing Blog

Case Study: Hallam-ICS Makes Culture a Key Differentiator

Brand positioning and messaging is critical to your business and marketing strategy because it defines what you do and how you stand apart from your competition. Some companies differentiate themselves with technical expertise, while others use their culture as a competitive advantage. Last year, TREW-client, Hallam ICS called on TREW to revamp their brand positioning and messaging so they would stand out from their competition.  

Video: Basics of Lead Scoring

As your inbound marketing efforts gain traction and you start to capture a steady stream of leads, you will likely encounter new issues. The surplus leads may bottleneck in the marketing > sales lead handoff, aging while waiting for review and follow up, or a drop in sales productivity as your high-value resources spend too much time evaluating leads instead of working qualified prospects. At the same time, you have a significant opportunity to monitor signs that a potential qualified buyer is ready to engage with sales.

Make Sure Your Ad Passes the 2-Second Test

The shift in marketing dollars to online advertising has changed advertising, but there is still a place for traditional print advertising. But it has to pass the 2-second test - the time a user will give to your ad before scrolling past it. 

A Blog About Blogging: Four Tips to Reach Blog Success

Back in 2004, I was fresh out of college and working at my first job as a PR writer. I’d kept in touch with one of my favorite professors, who was the editor of a news magazine, and one day he emailed to ask if I would write a blog for his magazine. Blogs were relatively new back then, and while I’d seen a few of them in my college days, they were nowhere near as ubiquitous as they are now. My former professor was interested in trying out this format as a way to get some different voices and opinions on his site without just having people write a bunch of formal op-eds.

Top 5 Findings from State of Inbound Report

Each year, Hubspot -- an inbound marketing platform -- conducts research on inbound marketing. This year, they surveyed 6200+ marketing professionals in 99 countries from a mix of industries, company sizes, and levels of seniority.  The results showed that implementing inbound marketing is paying off for marketers around the world. We boiled down this report into 5 key findings on inbound marketing and sales strategies for you. 

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.

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