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How to Create a White Paper to Market Your Business, Part 1

If you market to business decision-makers, there’s a powerful marketing tool that can help you stand out from competitors and demonstrate your expertise: A white paper. Part 1 of a three-part blog post explains why white papers are so effective in business-to-business marketing and how to create a high-impact white paper for your smart marketing strategy....

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How Breaking a Customer Promise Can Hurt Your Brand

our company’s brand represents the value customers receive when they interact with your business. It's a promise: When you choose to purchase from us, this is what we will deliver to you. When you break that promise – through defective products, shoddy workmanship, or poor service – you might lose the customer. But in this age of social media, you might also lose your reputation. Remember the musician who made a YouTube video about United Airlines breaking his guitar? It got more than 12 million views and spawned a whole culture of...

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7 Misconceptions about Marketing that Can Hurt Your Business

A smart marketing strategy is critical to the success of your business. But many companies have misconceptions about marketing that can hamper their ability to successfully promote their products and services in a competitive marketplace. Here are seven marketing misconceptions I often see in my work as a marketing consultant that can limit the effectiveness of your marketing plan and cause you to miss sales opportunities....

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5 Reasons to Build Your Social Media Marketing Around a Blog

Should you be blogging? If you’re marketing via social media, the answer is yes. Almost every successful social media marketing strategy has a blog as a core element. Blogging offers marketers many powerful advantages. Here are five reasons blogging is crucial to a smart marketing strategy for every marketer using social media. 5 Ways Blogs Help Social Media Marketers Blogging creates natural opportunities for social media updates. Every blog post is something new and valuable to share with your followers on Facebook, LinkedIn, Twitter, and other social media. Blogging makes you more than a content...

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Why There’s a QR Code on Your Banana

QR codes – those funny-looking, square-shaped symbols with pixelated, black-and-white patterns – are showing up everywhere in advertising, signage, and product packaging. I even found a QR code on my Dole banana this morning, advertising the movie Madagascar 3. Our Cleveland, Ohio marketing agency is now using QR codes in nearly all marketing campaigns we create for our clients. Here’s why QR codes are becoming ubiquitous in marketing and 7 tips for using QR codes in your smart marketing strategy....

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