Keeping Your Brand Relevant in a Changing World

Keeping Your Brand Relevant in a Changing World

Most small businesses aren’t offering world-changing innovations. They’re simply offering their own twist on products or services that are already easy to find. So how do your prospects locate you – and why should they bother to try? This is the importance of brand relevance. Here’s how to make your brand culturally relevant, and give consumers a reason to seek you out.  Take a stand What issue are you interested in personally? Whether your focus is environmental, gender-based, local, or international, your brand should have a clear point of view. […]

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Keeping it Real: How Small Businesses Capitalize on Realtime Marketing

Keeping it Real: How Small Businesses Capitalize on Realtime Marketing

Watching the giant brands develop realtime marketing strategies reminds me of a bunch of guys teaching an elephant to tap dance. They spend countless hours consulting with experts in animal behavior, then more hours working with the elephant, and finally, when the elephant is completely trained, they hope a marching band will walk past the elephant so he can do his thing. Realtime marketing doesn’t have to be this complicated, and it sure doesn’t have to be this clumsy. In fact, I believe the key to good realtime marketing is […]

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The Top 3 Social Media Fails of 2013 (so far)

The Top 3 Social Media Fails of 2013 (so far)

We’re only five months into the year, and there have already been some great lessons to learn from the big guys. Put these under your pillow tonight, and enjoy sweet dreams of success in social media. American Air: A conversation with a robot isn’t a conversation. Back in February, a Twitter user commented on AA’s merger with US Airways, calling the newly formed company the “largest, sh**tiest airline in the world.” American Air’s robot response tweet was the same one they sent out to every comment about the merger, something […]

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Tumblr: Say Hello to Your New Sugar Daddy

Tumblr: Say Hello to Your New Sugar Daddy

The news became official yesterday: Yahoo has sealed the deal with Tumblr, offering up an astonishing $1.1 billion in exchange for access to Tumblr’s highly prized base. Since word got out a few days ago that the deal was in the offing, social media channels have been flooded with worries, complaints, and anger from Tumblr users. Longtime Tumblr fans have expressed a sense of betrayal – after saying that ads nauseated him, how could CEO David Karp sell out like this? Tumblr influencers, including a co-editor at TechCrunch, have threatened […]

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Preparing Yourself for Writing Your Industry E-Book

Preparing Yourself for Writing Your Industry E-Book

The quick rise of self-publishing—specifically on platforms such as Amazon’s Kindle Direct program—has made it easier than ever for people to create and distribute content. For small business owners, this has created the opportunity to share their knowledge and ideas in the form of e-books. The reasoning behind writing a book to be distributed via e-book is twofold. First, as long as the book is well thought out and well written, it can make the author seem like an expert in their field. It can be a nice item to […]

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