3 Steps to Ease Your Way Into Mobile Marketing

Given the number of mobile devices in the world (over 6 billion in 2012) and the percentage of entrepreneurs who report an increase in business after adding mobile marketing to their advertising (84 percent), don’t you think it’s time to go mobile? Ease into mobile marketing with these three manageable steps:  Step 1: Be locally relevant Tapping into your local …

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5 Great Apps for Small Businesses

Run Your Business While You’re on the Run 2013 has become the year of the mobile device. A great number of business owners in the U.S. and Europe are now virtually running their companies from their smartphones, and more converts are joining every day. So let’s talk today about how apps for your mobile device can help you run your …

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Zeroing in on the True Value of Social Media Marketing

Surveys conducted at the end of last year show a general trend of businesses moving into social media marketing while reducing their advertising in other online and off-line channels. Is the shift paying off for them? The answer depends to a large extent on what goals each company sets for their social media marketing. Visibility is easy to achieve. But …

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How You Can Apply Personal Branding Strategies to Your Dating Life

We’re going to do something a bit different today and a bit tongue-in-cheek as well. I was recently having a conversation with a friend of mine, where he was explaining that he had recently begun to apply certain basic branding principles to his dating life, apparently to great success.  At first, I wasn’t quite sure if he was pulling my …

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Sometimes, the Secret to Success is Failure

It’s a sad fact that not every great idea results in instant success. There are lots of stories about great thinkers and entrepreneurs who failed, started over, and rose from the ashes of their failures to build legacies. Henry Ford had five failed businesses before he founded Ford Motor Company. Bill Gates quit school and started a business called (wait …

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5 Ways to Build Brand Trust

You already know that it’s hard to succeed in today’s competitive marketplace. By creating a relationship of trust with consumers and prospects, you can add value to your brand and differentiate yourself from competitors. The Values Institute has identified five values as major components of consumer trust. Here’s how your brand can build trust by targeting each of these values: …

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Creative Brand Consistency – Hitting the Target

It’s easy – and dangerous – to confuse consistency with endless repetition. Brand consistency should never equate with boring. So how does a brand communicate a consistent message over a long period of time while staying creative and relevant? Let’s take a look at how the Target chain does it. Target is a business behemoth. The discount chain operates more …

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The Importance of Brand Consistency

When a person behaves consistently, we learn to trust them. And when their behavior is arbitrary or erratic, we begin to doubt them. People respond to brands in exactly the same way – consistent behavior builds loyalty and trust. When your brand is consistent across all touch points, a long-lasting bond of trust is established. Consistency is vital to the …

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The New Flipboard and Small Business Marketing

Flipboard was unveiled in 2010 to a nearly unanimous chorus of rave reviews. This nifty app aggregates news, Twitter and Facebook feeds into an easy to read, graphically rich interface that looks like a glossy magazine. Last week Flipboard launched an update for iOS that created a bit of media buzz. Flipboard’s new version allows users to curate and create …

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Refining Brand Personality

By now you should have a deeper understanding of brand personality. Now I’d like to address some specifics about distilling, or refining your brand’s personality so that it reflects your values and communicates them clearly to your target market. Remember that consumers are much more likely to purchase brands whose personalities are like their own. There are five basic types …

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