Your business might consider cutting its marketing, including email marketing, in the face of economic uncertainty. But reducing your email marketing during the next possible recession is both a mistake and a missed opportunity if you plan to thrive during a recession.
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Marketing is far from an exact science. There is no blueprint a bank can follow to guarantee engagement with its audience. Nevertheless, how marketers face a handful of common challenges dictates how successful they will be.
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It’s time for another lesson from the car lot. This lesson is dedicated to our franchisee audience. (If you’re a franchisor, check out our previous post on better franchise marketing.) According to Local Vox, 64 percent of franchisees feel disappointed by the quality of marketing support they receive from their franchisors. It’s not that franchisees think they don’t get any support; however, they feel their franchisors don’t support their individual franchise location. In the automotive world, OEMs provide marketing support to dealerships. However, many of the OEM’s messages market the OEM and its benefits – not a specific dealership and its unique qualities. It seems that franchisees of all types face a similar problem: How can they market their individual location while also taking advantage of and complying with their franchisor’s brand marketing program? Brand compliance matters In the eyes of consumers, franchisees are part of their franchisor’s corporate brand. The actions taken by the corporate franchise brand – and the messages it sends – reflects on the franchisees. The reverse is also true. When franchisees send a message, their […]
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You helped your niece start and finish the Content Marketing Pyramid. Now she understands how content marketing can help her achieve business goals. Then you explained why finding the right audience and the right channel is important. Now when she sends a message, she knows to whom and where to send it. She’s ready for the final test. You ask your niece to define content marketing. “You have a goal for your business, and you can find it on the Content Marketing Pyramid. Once you know your goal, you find the audience that matches it. But you also gotta use the right channel to talk to them. Then you can send your message to make that goal come true.” “Hmm… What if I ask you to define storytelling?” you ask. “That’s easy! You tell a really good story about something cool to someone you know will like the story.” “See, that’s also content marketing.” “Now I’m confused.” Content Marketing: Where Storytelling Meets Selling Hundreds of articles defining content marketing exist. They explain, defend, and debate it. But many of […]
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Content marketing isn’t rocket science. However, it can take some marketers out of their comfort zone to put their audience’s needs above a sales objective. As we showed previously, knowing your audience is only half the battle. You also need to know where to send your message to that audience. Note: If you’re new to the Content Marketing 101 series, we recommend you check out the Content Marketing Pyramid (here are parts 1 and 2). Your latest project is helping your niece develop a content marketing strategy for her lemonade stand. She doesn’t know how or where to find the right audience for her different content marketing goals. “You need to know how your audience likes to receive a message, and where they’re likely to consume messages,” you tell her. “We call that ‘finding the right channel’ in the marketing world.” “I guess I need to find batteries for the TV remote,” she says. “Do you think my audience likes the Disney channel or Nickelodeon more?” “Not that kind of channel!” A channel is a tool used to relay information. Content […]
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