Ideas from books, articles & podcasts.
Outbound marketing entails advertising, cold-calling, and other tactics we commonly think of as “marketing.” This approach is also called interruptive marketing: the idea is that you capture consumers’ attention and create an urgency to buy from you. Outbound marketing can be quite expensive because you must purchase advertising space or pay for labour to perform outreach.
Inbound marketing is also called attraction marketing because it draws customers to you. Inbound strategies include content marketing (social media, blogs, videos, etc.), opt-in-based email lists, and earned media.
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The nice thing about paid advertising is that it’s relatively easy. Select your audience and keywords, upload your creative, and wait for results. Inbound marketing, by contrast, requires a lot more time even if it’s cheaper. You may gain a higher ROI and more revenue from high-value blogs, video...
Small businesses must start with a thorough understanding of their potential customers. What makes them tick? Once you know that, you can start promoting your business in a way that resonates with your target audience.
To optimise your content before it goes out to your audience, check out these helpful tools:
Your value proposition is a concise statement of what your business uniquely provides to your customers and how it benefits them. Don’t confuse this with your company’s values or mission. The value proposition defines your relationship with your customers. What can they expect from you, and why i...
Sales enablement is an emerging field that entails better coordination of marketing and sales teams. The idea is to share data from website analytics and social insights with sales reps, as well as CRM data and service requests with marketers. This allows a small business to better understand its...
Today’s consumers are averse to ads. If they’re not actively blocking them with browser plugins, they’re simply tuning them out. This isn’t to say ads never work, but for small businesses, they can be a wasted expense.
Instead of focusing on “campaigns,” think about your overall business goals and how you can turn them into sustainable efforts. More often than not, you’ll have ongoing results you want to achieve. Perhaps you want to generate at least 500 new leads per month, but you also want to increase your c...
Paid media advertising — the bread-and-butter of big brands — can be cost-prohibitive for small businesses. Ad budgets can quickly become bloated without contributing to growth.
Social listening tools take the guesswork out of content creation and brand monitoring. Even the most thorough audience research can’t predict which topics, keywords, and links will resonate most with your target audience. Pay attention to these so you know how to optimise your marketing content....
A marketing automation platform such as SharpSpring takes care of repetitive tasks and helps your team build stronger relationships with both leads and customers.
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