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Your marketing resource for trends, tips, industry news and inspiration.

Why Denny’s Social Strategy Continues to Be a Grand Slam

With so many brands today trying to define themselves and find ways to connect with customers—constantly switching things up to see what sticks—Denny’s has remained unwavering in its approach. And for good reason—it works.

When they reinvented themselves years ago and implemented an ingenious social media strategy, they understood it might take some time for people to catch on. Their strategy is worth noting, considering they’ve continued to stay relevant and buzzworthy.

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How to Make an Impact with Purpose-Driven Marketing

 

These days, everyone wants to feel as though they're part of something bigger. They're driven to connect, to grow, to make a difference. Customers are passionate about their causes and they love the idea that your brand has one, too. 

When the heart of your brand narrative becomes a cause that your customers also support and get behind, it creates a new tone to your marketing that's sure to capture potential customers and turn them into passionate brand ambassadors. Purpose-driven marketing takes your brand's cause and makes it available to your customers, helping them to connect more fully with the brand as a whole.

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The Value of Growing Your Company's Blog

 

Your blog is a valuable marketing tool for your company. Getting it off the ground might have been challenging and slow moving, but now that it's up and running, you need to utilize it to its full potential. In order to bring in the traffic your business needs to be successful, you'll want to grow your blog's presence and reach.

If you stick with it and dedicate real time and resources to its development, your blog could become a top lead source. Wondering how to grow your blog? Try some of these strategies.

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Why Calculating Your ROI Is Always Important For Growth

 

It's been consistently reported that marketing departments that are able to accurately display their ROI have a higher marketing budget than those who don't. In fact, marketing departments that measure their ROI are 1.6 times more likely to have the higher budgets that they want and need, according to the State of Inbound 2016.

Showing a return on investment is critical for your marketing budget. Marketers who are able to display the return of each investment are able to guide their budgets based on their actual needs and ideas for growth, rather than being stuck with what the finance department thinks they need. 

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The Effective Marketing Strategies You Need to Know For 2017

 

It's clear that businesses who want to remain competitive will need to make some sweeping changes as 2017 approaches. To most marketers, this isn't news. In answer to this shift in customer perspective, marketing professionals will need to make substantial changes to keep up.

Marketing professionals have been losing faith in their current marketing strategies for quite some time—they need fresh tactics to bolster their current strategy and keep up with consumer trends and preferences. As we head into 2017, the time for developing and implementing a new strategy is imperative. 

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How to Overcome the Disconnect Between Sales and Marketing

 

Let's face it—sales and marketing don't always see eye to eye, which creates a lot of challenges for the effectiveness of your marketing strategy. There are a number of key changes that today's marketers need to make in order to build customer engagement and source better leads. Luckily, inbound marketing is becoming the unifier for sales and marketing teams.  

HubSpot's State of Inbound 2016 report revealed a number of these top challenges with comprehensive data and insights into solutions. As an inbound marketing agency, we consistently see the growth, results and impact of these solutions for our clients once they abandon focusing only on out-dated tactics and adopt inbound strategies. Here are some of the steps your marketing team must take if you don't want to be left behind.

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Choosing the Best Platform for Your Videos

 

By 2020, it's estimated that video will make up around 82% of consumer internet traffic. Two giants in that arena are Facebook and YouTube. In 2015, Facebook users were watching 8 billion videos every day and 5 million hours of news is currently being watched everyday on YouTube.

It's obvious that video marketing is becoming an increasingly critical method for reaching interested consumers. The development of newer channels like Snapchat, Instagram video/stories and Vine have made it clear that video marketing is more popular than ever with no signs of slowing down. As a busy marketing professional, you might find yourself wondering one simple thing—what's the right platform for my videos? With all the rising platforms out there, Facebook and YouTube remain the two constants that are worth your time and resources.

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Think Podcasts are Obsolete? Why You Should Think Again

Only a minority of American users actually know what podcasts are, and even fewer have any interest in listening to them. With only 21% of Americans listening to podcasts each month, it seems like this fairly unpopular form of content won't stand a chance of reaching your audience. 

But if you think podcasts are obsolete, it's time to take another look. In fact, podcasts are on the rise—and you can utilize this valuable form of content for your business.

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ads, inbound marketing, ad blocking, pop up ads

The Rise of the Pop-Up Blocker: What You Need to Know

 

Every year, inbound marketing industry leader HubSpot surveys thousands of the world’s leading marketers and salespeople. They ask them about their biggest challenges, laundry list of priorities and the strategies they plan to add into their mix for the year ahead. All of these insights are then consolidated into a master report: the annual HubSpot State of Inbound 2016 report (i.e., the report I drool over getting each year).

As a HubSpot Partner, we got a sneak peek of the 2016 report and were fascinated to see the existing trends and projections for 2017. While we could talk about every chapter in the report (and we probably will over the next few weeks), we were particularly interested with ad blocking because it's on the rise. In 2015 alone, ad blocking cost publishers around $22 billion. More than 500 million users around the world have downloaded Adblock Plus. But it's not that people universally hate ads no matter where they appear—their effectiveness is in their details.

Users want to watch their videos, visit their websites and check out their social media accounts without ads interfering with the experience. Unfortunately, bad advertisements are more common than good ones—and all too many users are turning to ad blockers as a result of those negative experiences.

Mobile ad blocking, in particular, is growing by 90% each year, according to the State of Inbound 2016 report. Many customers are turning to ad blockers in an effort to get back control of their browsing experience, not because they don't like all ads, but because of the intrusive or negative ones that get in their way. 

“Mobile #AdBlocking is growing by 90% each year #FutureOfInbound” TWEET THIS

 

Since inbound marketing accounts for a huge chunk of most companies' advertising—and the State of Inbound 2016 report shows only 17% feel that outbound marketing strategies are the most successful lead generation for their team—it's more important than ever that companies find ways to make their ads the ones that don't frustrate consumers.

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The Best and Worst of Native Advertising

 

The more popular native advertising becomes, the more the debate continues over its place in the marketing sector. Savvy consumers have no trouble differentiating between paid advertising content and content that was created for their benefit.

The biggest factor separating native advertising from many other forms of advertising is simple—it is paid advertising that is meant to look like part of the content on the page where it is displayed. While this might initially seem worth avoiding in favor of content marketing, there are a number of both pros and cons to native advertising worth considering before making a decision. 

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