The way many companies set and manage their ad budgets is suboptimal. If you’ve ever been forced to pause a ROAS-positive ad campaign because you reached your max ad spend, then you get it. Companies risk leaving money on the…
Most people don’t like to stand out. There’s comfort in fitting in with a group, and psychology reinforces this notion. According to Maslow’s Hierarchy of Needs – a theory that explains human motivation – after survival and safety, the No.…
Marketing your brand online is time-consuming, but it doesn’t have to be expensive. Below are a variety of free tools and resources to help you brainstorm, produce, edit, and measure content that you publish online. We’ll continue to add to…
Ask your friends what they think of local business news, and then watch their attention drift away. Can’t blame them. Local business news is stale and formulaic. Few people care, and that’s why we’re stuck with the status quo. That’s…
Why does your brand matter? Articulating this is a challenge, but smart brands realize that the answer lies in why their company exists beyond making money. This is a company’s core value or mission. Storytelling is the best way for…
For businesses that depend on online sales, when sales go sideways or downhill, it’s common for people to immediately look at marketing for the answers. There are many rocks to turn over to identify the source of bad (or good)…
When ad channels report conversions, how confident are you that those sales would not have occurred anyway? We provide a model to help measure the incremental performance of your ad campaigns.
Imagine you lead sales for a company. A conference invites you to speak to thousands of potential buyers. These are people who fit the profile of your existing customers, but they’ve likely never heard of your brand. You choose the…
Ever have a friend who contacts you only when they want something? It’s ironic how this behavior is frowned on in personal relationships, but it’s commonplace for brands you’ve never heard of to repeatedly ask you to buy their product.…