When is the best time to improve an existing product or service? When customers are complaining about it? When sales wane? When it has become so predictable it blends into the background of the industry? When analysts start writing off your company as yesterday’s news? Let’s think about this from a different angle. La Maison […]
Ask any digital marketer if they’ve been able to set their strategy on autopilot over the past decade, and I bet you’ll get a laugh or two—as well as an emphatic “No.” If we’ve learned anything it’s that the digital landscape is simply too fast-changing to keep the business as usual mindset. But while the […]
The measurement of customer sentiment has evolved over time. We are constantly searching for more accurate methods of understanding what customers will do in the coming days, months and years. For a long time we tracked mainly customer satisfaction (CSAT) scores, thinking that a happy customer is a long-term customer. After finding that satisfaction didn’t […]
All successful businesses have a niche, and they focus their attention on this niche in order to establish and maintain a competitive edge in the marketplace. The term laser-focused marketing describes the ability to narrow the focus of your marketing efforts to a very specific person and to create a message that is tailored specifically […]
The operators of the restaurant chain’s Twitter feed talked about their process during a Reddit AMA.
As our world becomes increasingly driven by digital technologies and the workforce experiences generational shifts, employee engagement is rising as a top focus area for many companies. After all, according to Gallup’s 2017 State of the American Workplace study, just 16% of the American workforce is “actively” engaged. Of course, when employees aren’t engaged, they’re […]
Everyone knows the value of planning ahead of time, but very few of us think about how effective working backwards in business can be. With so many new technologies at our disposal, beginning with the outcome we desire, then reverse engineering the milestones needed to achieve that outcome, has become easier than ever before. Take […]
When the private sector merges with the public sector to empower women, the focus should be dignity — not charity.
Content is everything. Learn how to create and promote solid messages.
Today’s driven success-minded professional strives to “have it all” — and do it all — with respect to his personal and professional life. However, all too often, this shotgun effort leads to disappointing results on many, if not all, fronts. The complexity lies in creating abundance in your professional life while still being able to […]
I know, I know you have all the data you could ever need, blah, blah blah. And I know you know that ours is a cross channel world where a whole lot of us use multiple channels as we make our way to the checkout line – be it a real checkout line or of […]
As a community, content marketers have experienced some significant ups and downs over the years. For every step forward we take toward content success, it sometimes seems like we take a couple backwards. But perhaps, this will be the year that changes. Content Marketing Institute and MarketingProfs just released their annual report–The 2018 B2B Content […]
Before I get to the aforementioned steps, if you're in marketing and are reading this and are not convinced the majority of people AKA consumers AKA your customers (yes this applies to you B2B marketers) use more than one channel to do pretty much everything — well, you may want to sit up take note of […]
Unless your goal is to be a spammer, sending emails to defunct addresses is a waste of time.
Today marks the birth of American independence. While it took collaboration, respect and strategic thinking to persuade Continental Congress to formally adopt the Declaration of Independence 241 years ago, the impact and importance will forever be remembered throughout history. This is a lot like influencer marketing (although, Congress will not be involved). Starting over 200 […]
[Editor’s Note: Please join me in welcoming Anne Leuman to TopRankBlog.com. Anne is a Copywriter that joined TopRank Marketing earlier this year and specializes in creating awesome B2B content for some of our amazing Enterprise clients.] I’d venture to guess that you’re no stranger to content marketing. Content Marketing Institute reports that 89% of all organizations use […]
We all have the same number of hours in each day. But every once in awhile you find someone that come across a content marketing maven that seems to have the amazing ability to slow down the clock. It’s amazing to witness the things they are able to accomplish before you’ve even finished your morning […]
No business relies more on reputation than restaurants do. All it takes is one bad review or negative social media post to ruin your customer base. No restaurant owner wants to find out their food has sickened a customer, which can send the local health inspector in to do a full inspection for food safety […]
Marketing today is a fast-moving, highly competitive landscape where a proliferation of content from multiple brands competes for customer attention on a plethora of channels, platforms and technologies! Brand loyalty is ever more elusive as customers are faced with seemingly endless choice, and interactions with companies are often brief and low-commitment. What’s the answer to […]
It wasn’t too long ago that many brands were hesitant to truly incorporate content into their marketing mix. Instead, they focused solely on website copy, SEO, PR and Digital Advertising. Today however, if someone told you that they aren’t “doing” content, they’d likely receive a befuddled look in response. Content (and especially great content) have […]
Social media has become an important and necessary tactic within the digital marketing strategies of companies large and small—and it’s not hard to see why. Social media is part of the fabric of our daily lives, which gives brands and marketers the opportunity to create important connections with their desired audience. But with nearly every […]