Why ‘Start With Why’ by Simon Sinek is Great

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our CEO, Lisa Maier, discusses an Inc article by one of her favorite authors, Simon Sinek.

Simon Sinek has a great TEDx talk, Start with Why – How Great Leaders Inspire Action. The main message is that most of us have it backwards: the most loyal customers don’t buy what you do, they buy why you do it. What you do simply proves what you believe. And when they buy from you, when they interact with you, they do so for themselves, because their ‘why’ is in resonation with your ‘why.’ This creates the most loyal relationship possible because it is based on identity.

What is interesting is that this is a treatise on attraction vs promotion in many ways, as it speaks to why and how we make … Continue Reading

How Social Media Is Beneficial For Non-Profitable Businesses?

Do you think maintaining a presence on social media is completely a waste of time because you are running a non-profitable business? If yes, then you need to give it a second thought. Whether you’re into a profitable or non-profitable business, social media has something to offer for everyone. It suits all kinds of business models and gives them an opportunity to take the maximum benefits of it. So, why there is a misconception that social media is not made for non-profitable businesses?

All problem lies in figuring out the differences between these two models, however, in reality, both the models should follow the same approach when it comes to promoting their business on social media networking sites. Below are the 5 major reasons explaining why it is worth for non-profitable businesses to invest time & efforts in social media platform.

Social Media is Growing Three Times Faster than Email Continue Reading

Rank Higher In Search Engines With Paid Search Advertising

As the web continues to grow, an increasing number of websites compete for the same digital real estate on search engines and they compete using search engine marketing tactics (SEM) that can be either paid or organic. A well optimized website can help your business to rank high in organic searches and appear on the first page of search engine results, but organic search tactics are rigid and you can’t control how far or how fast your website will move up in the rankings. This is why a website can benefit immensely from paid search advertising. It is only through an effective paid search strategy using a variety of tactics, that a website can gain adequate exposure to the right people at the right time with the correct messaging. This is because with paid search you have the flexibility to pivot and make continual changes to impact search results. … Continue Reading

Surviving the Elections with the Right Media Mix

A couple weeks ago I commented on an article, Clinton v Trump: Why the 2016 Presidential Election will turn Social Media into a War Zone, regarding the presidential election and social media. As promised, here is the follow-up to my article that contains social media statistics you should be aware of as well as how to minimize risk during the election season or any other external factor that may influence the success of your campaigns.

Since we are ending the election season, I did use the presidential election as the main example throughout this article. However, the points made within and the tips are applicable to almost every if not every external factor that impacts consumer behavior.… Continue Reading

Connecting With Your Customers: Building A Strong Brand Backstory

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our CEO, Lisa Maier, discusses a Brand Strategy Insider article by Mark Di Somma,“ How To Build A Strong Brand Backstory.”

In this age of social media ascendancy, it is essential to think about the personalization of your brand, and its ability to connect palpably to your target segments. The thesis of this article is that one of the underused ways to build a brand that really connects is to use a backstory approach. This approach is completely different than the usual brand-building done by companies because it looks backwards – instead of forward – and connects seemingly unrelated dots to build a coherent story of who you are.

Because it is a story of discovery, it can be a much more engaging approach, which is a real positive … Continue Reading

How to Create a Remarkable Digital Marketing Program

Hint, hint: It’s about planning.

In a previous blog, Marketing Definitions 101, one of LocalDirective’s team members wrote an article that discussed the differences between various marketing terms – as we use them – in an attempt to call out more subtle nuances.

I’ll be extending that effort in this post. Though my main goal is to discuss methods you can use to devise a remarkable digital marketing program, I want to first speak to the difference between a marketing strategy, plan, campaign and program, specifically how they relate to and build upon one another. Each option has an individual set of requirements and each has its own methods to meet those requirements.

Definitions of Marketing Strategy, Plan, Program, Campaign and Tactics

Below are the definitions we use here at LocalDirective. We make distinctions because we have a laser-focus on achieving the business goals we collaboratively develop with our … Continue Reading

3 Ways To Video Boosts Your Internet Marketing

We all know that video platforms like YouTube and Vimeo are monsters in the internet space. Content creators have been releasing YouTube videos for years that generate amazing value for their brand, so why can’t you jump in on this as well? Video platforms are just for amateur movie makers or mega corporations! Consider these three reasons why you should be leveraging video today:

1) Subscriptions – Most content creators are able to serialize their content and generate a userbase. These subscribers will follow your brand and watch the content you release on a continuing basis. Much like email marketing campaigns establish drips, you can do the same with your video marketing campaign.… Continue Reading

Why and How to Identify your Target Market

Whether you are only now starting your business, or if you’ve been around a little while, chances are you are following one of two courses of action when it comes to selling your product or your service.

You may be one who thinks simply because you have an offering your customers will come. After all, you reason, “I’ve got a good thing here. No doubt customers will break down my door and step over one another just to get to it.” So, you’re putting little-to-no energy or resources into your marketing efforts.

If you haven’t yet noticed, the response is probably not what you had hoped for. In reality, not everyone is buying what you’re selling; though, some are most definitely in the market. Others may one day, but today may not be that day.

Or you might have the pasta mindset – throwing handfuls of spaghetti against the wall … Continue Reading

Marketing Definitions 101

Do you experience a certain level of confusion when it comes to the myriad of marketing terms?  How about something as simple as the difference between the term ‘marketing’ and ‘advertising?’

You’re not alone. A good many use various related terms interchangeably. But, although they are similar, they refer to different actions.

It’s a good idea to distinguish the difference in order to communicate effectively with others in your organization and to better comprehend the nuances of your marketing strategies and activities.

While researching, I discovered the perfect analogy for this topic at Free Management Library. There, the writer cited a Reader’s Digest quote, which is the ultimate marketing alchemy and makes this subject very simple. I don’t know about you, but I like simple.

“… if the circus is coming to town and you paint a sign saying ‘Circus Coming to the Fairground Saturday’, that’s advertising. If … Continue Reading

Top 5 Reasons Marketing Strategies Will Dominate Marketing In 2016

StrategyAs we prepare for 2016, we are all busy evaluating this past year, critiquing our success, and making plans for how to make 2016 an even better year.

However, it’s not the marketing plans that will make companies stand out in 2016, but rather it will be the marketing strategies. Here are the tops 5 reasons why to focus on strategy as a way to build your business.

  1. Strategies take into account interdependence of systems and channels. Building business is about giving the right information at the right time. Sometimes this happens on the marketing side, and sometimes on the sales side. The point is, these systems are no longer discreet, and are greatly dependent on each other. To further complicate things, there are dozens of sources people go to for information, and you must be present wherever your target audience is. A strategy takes all of this into account.
Continue Reading