Social media can be a great tool to help drive traffic to a company website, engage and develop relationships, and offer an online experience that helps communicate a brand. Many business owners believe they need a presence on every social media network, while others don’t see the value in any. The truth is, not every … Continue reading Strategic Choices: Which social media networks should my company use?
By Kelly Borth, Chief Strategy Officer at GREENCREST In nearly every marketing conversation, I am asked how to measure return on investment (ROI). It is a fair question, but the answer is not always simple to address. ROI and equally important return on opportunity (ROO), are measured differently for most companies and are calculated on … Continue reading ROI & ROO: How to measure your marketing spend to get the best of both
Media relations opportunities have greatly expanded. With nearly all publications having a print and online version of each issue, e-newsletters that get distributed daily or weekly, blogs and information repositories on the websites, a reporter’s need for quality information to share with his or her readers is insatiable. What hasn’t changed is a reporter’s desire … Continue reading Media relations and new media — what’s different and what isn’t?
A merger or acquisition is a sensitive process for all parties involved. Misinformation can abound, egos can be bruised, and business relationships can be damaged. One major cause of problems for companies entering a merger or acquisition is rumors and misconceptions that are allowed to run rampant through all levels of employees and stakeholders, as … Continue reading Communication plans are key to a successful merger or acquisition
Obtaining perfect alignment of culture and brand is a moment in time—the gauge is a moving target, and like a pendulum it sways to the left and right continuously. The point is, once you achieve what feels like the perfect balance, it shifts. Maintaining a culture … Continue reading ALIGNING BRAND AND CULTURE: How investing in culture drives brand delivery and customer satisfaction.
Storytelling is the hottest trend in marketing today, and it’s no wonder. In a world that is moving at the speed of sound, it is nearly impossible to get your message heard. To do so takes imagination, creativity and enchanting your audience in a way that draws them in … Continue reading How to drive customers to action through the persuasive power of narratives
As the economy slowly recovers, you need to adapt to the times when marketing your products and services. What worked in 2008 no longer applies in 2013. It’s a new game, and the few businesses doing it right are driving conversation, engagement and loyalty — and winning new business. It is not about abandoning what … Continue reading Why what worked in 2008 is no longer applicable in 2013
Building a strategy to earn name recognition in the marketplace is more complex today than ever, and increased competition breeds more choices. The Internet feeds prospects’ desire for 24/7 access to information and, at the same time, has changed the face of publishing. Email provides messaging directly to someone’s personal mailbox. Smartphones connect us around … Continue reading How to ensure everyone knows your name so prospects are already familiar with you
The ability to articulate your message of differentiation or value proposition is half the battle in getting prospects to understand what you have to offer that the other guys don’t. The other half is getting noticed so that your message gets the appropriate attention and … Continue reading How to get your sales efforts to stand out with a strategy and effort to be memorable
I have worked with CEOs for more than 30 years, and one constant that I have seen is a lack of clarity about goal setting. CEOs know what they want and usually have a growth number or percentage in mind, but they don’t have clear vision or a plan for how they will get there. … Continue reading How to establish from where your company growth will come
According to Wikipedia, “bang for the buck” is an idiom meaning the worth of one’s money or exertion. The phrase originated from the slang usage of the words “bang,” which means excitement, and “buck,” which means money. My “best bang theory” is that for companies to take advantage of and benefit from a best bang … Continue reading How to analyze certain factors to see if your marketing offers all that it should
I love sponsorships, and if structured right, they can be one of the most strategic marketing partnerships for your company’s new business development efforts. I have used sponsorships as a part of a successful marketing strategy for years. Here are some of the most important lessons I’ve learned as well as tips to get the … Continue reading How the right structure pays off for supporting a cause or organization
If I did a Google search, I am certain there would be numerous authors who have written about building lasting customer relationships, yet as I speak to CEOs around the country, this question inevitably surfaces. I have built my business on valuing a long-term customer relationship over a short-term gain. If your goal is to … Continue reading Eight keys to developing long-term customer connections
“ Value-added ” has become one of those terms that has grown in ambiguity in recent years. The term has been overused, improperly used in some cases and often misunderstood by marketers. At the 2012 Columbus Presidents’ Forum hosted by The Entrepreneurship Institute, the question of how to use the concept of “value-added” was asked … Continue reading How to consider the concept of ‘ value-added ’ in your marketing — and does it work?
Whether or not your message gets heard has a lot to do with the way you present it to the market. We can all relate to how challenging it is to take in all the communication we receive on a daily basis — television, radio, billboards and other outdoor messaging, signage at the drive-through, e-mail, … Continue reading How breaking through the clutter is a matter of how it is presented
Understanding what transpires at every point of contact with your company can provide some great insights into why prospects and customer may or may not engage with your company. Sometimes it has more to do with the experience someone has than what solutions you have to offer. The Recruitment Phase Recently I needed to hire … Continue reading How analyzing points of contact with your customers can lead to more successful sales
While listening to a representative with a local food manufacturing company talk about his company’s success with leading innovation and being first to market, it piqued my interest and led me to do some research on whether or not this was a winning strategy across the board. What I didn’t realize is that this concept … Continue reading How to relearn some lessons by considering what it takes for dominance
December’s Smart Business features GREENCREST Chief Creative Officer, Kelly Borth, who shares with readers her insight on how to provide the information that customers search for. Your potential customers are searching online for information to solve their problems. They’re looking for relevant content – and more often than not, they find it. The question for … Continue reading Making custom content work for your business