What is brand storytelling? Brand storytelling is the practice of communicating who a brand is, what it stands for, and what it does through narrative rather than through feature lists, claim bullets, or generic marketing language. A brand story is...
SMART marketing goals turn the vague aspiration of "do more marketing" into something you can actually plan, execute, and measure. The acronym stands for Specific, Measurable, Achievable, Relevant, and Time-bound, and it predates digital...
What is a marketing funnel? A marketing funnel is the visual model marketers use to describe the journey a person takes from never having heard of your business to becoming a paying customer (and ideally an advocate). The model is called a funnel...
Marketing automation benefits real businesses when the conditions are right and creates expensive overhead when they are not. The question is not whether marketing automation is good or bad as a category. It is whether it fits your specific business...
Why marketing is important comes down to a single observation that holds across industries, business sizes, and product categories: customers who do not know you exist cannot buy from you. Marketing is the discipline that addresses that gap, plus...
Creating a brand identity takes more than just a clever logo and a clever name. Your brand is everything–the way you sound, the way you feel, the way you work, even the way you look. Your brand identity is the impression you make on your customers...
What is a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis? The term stands for the evaluation of factors internal and external to a business, organization, or other institution. A SWOT analysis is a valuable method to determine how to...
In business, four words have long been used as the foundation for marketing plans and beliefs: product, place, price, and promotion (Marketing Mix or 4Ps). As a small business owner or aspiring entrepreneur who wants to grow your business, you need...
