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Laura Smous

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How do you know if your marketing strategy is working? By measuring the success of your marketing tactics against the goals you’ve set. Measurement uses metrics and key performance indicators (KPIs) to figure out how your efforts are impacting your business. Measuring your marketing efforts is more than just figuring out how you’ll define success for your marketing campaigns. It involves using powerful analytics tools that can help analyze your campaign data, figuring out what…

Marketers understand that to compete in today’s business environment, it’s essential to form bonds and connections with your audience. Some experts estimate that consumers are exposed to as many as 4,000 to 10,000 marketing messages every day. To cut through the noise, brands must appeal to the unique interests and needs of their audiences and connect with them in a way that they appreciate. This is where buyer personas come in. Over half of modern…

A common misconception is that your ads need to be perfect before they go live. However, a big part of marketing is testing and changing your methods accordingly. If you create something that you are reasonably happy with, pull the trigger and start promoting. Interactions with your initial ad will provide feedback you can use to iterate upon throughout your digital advertising journey. Before you begin testing, it’s important to understand the three most common…

Since direct-to-consumer (D2C) brands directly communicate with their customers, creating quality content assets has never been more important. Content assets are ads, blog posts, videos, and other visual or written pieces that will engage your target audience and convert them into customers. Keep in mind that every piece of content needs a goal: to highlight new products, create some buzz, or encourage visitors to buy from you. You can create a lot of different types…

A marketing strategy is your overall game plan for reaching your audience and turning them into your customers. For D2C brands — who have the end-to-end control of making, marketing, and shipping — this is particularly crucial because it establishes where you can allocate your resources for maximum growth, and helps you understand what leads to success. As with any game plan, you’ll need to know the players, your strengths, how to “score,” and how…

Unlike your strengths and weaknesses, key differentiators separate you from the competition. They can be an advantage for you and should also be something that your team can rally around, like your startup story or your core values as a company. For D2C brands especially, it’s critical to have defined key differentiators because it’s a way to stand out in a saturated marketplace. Let’s delve into how to identify your key differentiators and examples of…

Competitive research doesn’t have to involve hiring professionals to track and assess your competitors, like straight out of a spy movie — there’s plenty of data on the internet to collect. By investing even a small amount of time, businesses can gather intelligence on business rivals,  identify opportunities and threats in the marketplace, and refine their messaging.  To build an effective framework for competitive analysis, we’ve included a basic step-by-step process to follow as well…

You’ve probably heard of the phrase, “Shoot for the moon — even if you miss, you’ll land among the stars.” An uplifting sentiment, but it definitely doesn’t apply to your marketing strategies. It’ll be like shooting into the black abyss of space if you can’t define who your target audience is. One of the essential first steps in business is understanding the people who are interested in your product or service, and where they come from. This…

You’ve probably heard or seen the term ideal customer profile (ICP) thrown around at some point and get the general gist of it. An ICP is a hypothetical customer who would get the most out of your product or service. In a lot of cases, the ICP is either poorly understood or vastly underdeveloped. For more qualified leads, improved user experience, and overall lifetime value (LTV), follow the guide below. The Dreaded “Optionality Tax” Before…