Test, measure, tweak, repeat: Maximizing the ROI of your marketing efforts
Test, measure, tweak, repeat: Maximizing the ROI of your marketing efforts

Having a marketing strategy means you should be aware of and in touch with your ideal client: understanding what platforms they’re on, what questions they’re asking, and what solutions they’re looking for so you can speak directly to them.

It means you should have a clear marketing message: one that reflects your business values, your mission, and what your company stands for.

It means you should set appropriate goals, aligned with the metrics that matter most for your company.

And it means that you should be actively testing different methods, campaigns, and approaches to see which give you the biggest return on investment (ROI).

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MarketingKaren WilsonmarketingComment
Match your message to the moment: 5 things to consider when reviewing your brand activism marketing strategy
Match your message to the moment: 5 things to consider when reviewing your brand activism marketing strategy

In recent years the tendency of brands to speak up about subjects like racism, human rights, equality, and other social justice topics has increased. This tendency, sometimes referred to as brand activism, might have you questioning whether you should shift your messaging, as well as when and how to do it.

Social media has created an environment where anyone with an account (okay, pretty much everyone) has direct access to brands. People can easily get in touch in real-time, comment or share their experience, and create buzz surrounding a particular brand.

Your marketing strategy should take into consideration your business values and company mission, and focus on matching your message to the moment.

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MarketingKaren Wilsonmarketing, activismComment
What's your point of view and why do you need one?
What's your point of view and why do you need one?

Your point of view is how you see the world. Your point of view is an expression of the problem you solve, your approach to solving it, and why people should work with you. Having a documented point of view will give you a tool to center these ideas in content so you can help your customers understand the big picture of what they get when they choose you in every piece of content you share. It makes your content consistent in sharing your point of view, regardless of the topic you’re taking on.

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MarketingKaren Wilsoncontent, messaging, point of viewComment
Small But Mighty Episode 14: Sherry Crummy on marketing and business lessons learned
Small But Mighty Episode 14: Sherry Crummy on marketing and business lessons learned

There comes a time in the life of every business (even a marketing business) when you need marketing help. Sherry Crummy, of Crummy Media Solutions, is one of my go-to people for digital marketing advice and it's great that she's my first guest of 2021 on the podcast.

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PodcastKaren WilsonCrummy Media Solutions, marketing, social media, google, search marketing, digital marketing, web design, websites, search engine optimization, Sherry CrummyComment
Marketing is an ongoing conversation! Here’s how to keep it going
Marketing is an ongoing conversation! Here’s how to keep it going

Whether you’re posting on social media, writing a blog post, or any other type of content, there’s a tendency to lean towards information overload.

Even when it’s the first interaction, I often see people trying to include all the details of their product or service in their content, with the intention of telling their audience anything and everything they can think of to make a sale.

The problem is that this approach rarely creates the intended impact. In fact, more often than not it results in the opposite effect: overwhelm and disconnection.

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MarketingKaren Wilsonmarketing, content marketingComment