7 Reasons Your Audience Isn't Connecting With Your Brand

7 Reasons Your Audience Isn’t Connecting With Your Brand

With the growing prominence of digital marketing, customers are coming to expect a more personalized experience, and today’s savvy brands are doing everything they can to measure up. If you don’t connect with your customers in a personal way, you’ll fall behind competitors that do. That’s just the way business works these day. So whether you’re a startup or an …

5 Content Marketing Trends To Watch In 2017

5 Content Marketing Trends To Watch In 2017

When psychologist Dr. Paul Ekman visited the Fore tribe in the highlands of Papua New Guinea in 1967, he probably didn’t imagine that his work would become the foundation for some of the latest developments in artificial intelligence (AI). After studying the tribe, which was still living in the preliterate state it had been in since the Stone Age, Ekman …

How audience profiling

How audience profiling, based on real-time online customer interactions, reveals the faces in the crowd

Today’s scattergun approach to targeting, based on wide demographic assumptions, overlooks an important fact for marketers: Target audiences are made up of real people. Getting to know customers and prospects on a personal level is the only way marketers can truly understand what will be relevant to them, what they want and need and what will motivate them to buy. …

B2B Marketing expertise: Identifying your Target Audience

B2B Marketing expertise: Identifying your Target Audience

To write compelling copy in B2B Marketing, you need to know your target audience – your VIPs. You already know your copy needs to speak to them – but who exactly are they? We’ve included two lists of questions below to help you target your copy; be as specific as possible when answering. If you aren’t sure of the answers, …

3 Key Characteristics of the Best Startup CEOs

3 Key Characteristics of the Best Startup CEOs

When you look at the world’s top startups and then at their CEOs, you find similar characteristics across the board. Startup CEOs are crazy enough to start a company from scratch and strong enough to build a rock-solid team around their idea. As a startup CEO, you’ll likely feel that your company’s weight is on your shoulders, while every decision you …

How to Create Personas for Content Marketing with Ardath Albee

How to Create Personas for Content Marketing with Ardath Albee

Knowing your audience is a critical element of any content marketing strategy. Your content needs to speak to your audience’s wants and needs; it must provide enough value to capture and hold their attention. That level of relevance can only come from a thorough knowledge of who you’re targeting and what they want. As we put together The Sophisticated Marketer’s …

9 Ways to Turn Visitors Into Fans With Engaging Content

9 Ways to Turn Visitors Into Fans With Engaging Content

You may feel like a success as you watch how many visitors come to your site and the metrics just continue to climb and climb. Unfortunately, these numbers mean nothing if those visitors don’t actually transform into buyers. Think of it in terms of a retail or department store. The store wouldn’t last long if it had thousands of visitors …

To Build Trust as a Leader

To Build Trust as a Leader, Inspire With Words Backed by Action

In Braveheart, Mel Gibson’s character (William Wallace) cries “Alba gu bràth” as he and his men forge boldly into battle. The Gaelic phrase, which means roughly “Scotland forever,” gave the troops something to rally around and inspired them to remember why they were fighting. Such a rallying cry is useful in the battle of day-to-day business as well because it …

How influencer marketing helps break through the clutter

How influencer marketing helps break through the clutter

Influencer marketing is not new. But, it is substantially better with today’s social media world. Pre-social media, I launched a confectionary product, where we sent samples (in the mail) to every captain of the high school football team, every head-cheerleader and every student body President. It worked like a charm. Within the first month of our launch, we were the #1 brand in the …

5 Reasons Why Animated Explainer Videos Could Boost Your Social Media Campaigns

5 Reasons Why Animated Explainer Videos Could Boost Your Social Media Campaigns

Animated videos are everywhere! The reason why is that consumers can easily become entranced by a short animated video (who doesn’t love a good cartoon, right?). And businesses are using videos to their full advantage on their social media marketing campaigns. If you want to create a memorable and effective video that will dazzle your online followers, then hiring an animated …