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Marketing Strategy

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As a brand, there’s nothing more authentic than a customer taking time out of their day to share a thought or feeling. That’s why user-generated content (UGC) is such an integral component of a marketer’s strategy: Customers are promoting your brand for you, and to top it off, it encourages brand trust and is an excellent way to build customer relationships organically.  Let’s explore best practices on how to leverage user-generated content for maximum results. …

Today’s marketers are facing a complex and fragmented landscape. With the influx of different markets, channels, and products, consumers are becoming desensitized by the constant exposure of ads. So, how do companies — particularly direct-to-consumer (D2C) brands — break through the noise? How can they engage new customers, while also saving time and money? After all, not every business has the means to spend hundreds of thousands or even millions of dollars on multiple marketing…

Since 2009, thousands of business owners have appeared on Shark Tank to pitch “million dollar” ideas to the sharks, a group of investors who provide funding for a percentage ownership share of a company. Now a worldwide phenomenon, the show features inventors, entrepreneurs, and everyday people seeking funding for their direct-to-consumer (D2C) product or service.  While each episode may only feature a handful of segments, not every company gets funded, mostly due to a lack…

Black Friday and Cyber Monday generate almost half of all holiday shopping traffic, so does it make sense to run holiday ads during the remaining several holiday weeks? The answer is a resounding “yes!” Most holiday shopping happens before the actual holiday while people rush to buy Christmas gifts and beat the shipping cutoff, but people still want to buy stuff on Christmas, Boxing Day, and New Year’s. Think of all the gift cards! Don’t…

In the dark ages, before the first dot-com bubble of the 1990s, making a stock trade was an arcane process. You needed a broker — a physical human being with an office and a license and access to the infrastructure that powered securities transactions. You also needed a large amount of money because reputable brokers didn’t have time to waste on people making $100 trades on their lunch hour. Trading meant calling your broker, letting…

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…

While creating video was once considered a luxury that only big companies could afford, it’s now easier than ever to inexpensively film and publish your video. However, before you unfold your director’s chair, you need to have a strong video marketing strategy in place. This part of the process is critical because video isn’t just one piece of your overall marketing plan — it’s central to your outreach and campaign efforts. Set the Goals of…

When you think of popular brands, the first ones that come to mind are probably “Coke,” “Apple,” and “Nike.” While their branding is world-renowned, these companies didn’t get to where they are today without heavy promotion and brand awareness efforts. In order to maintain a competitive edge in a saturated market, it’s important to build a strong brand marketing strategy. Brand vs. Brand Marketing Let’s begin by distinguishing “brand” from “brand marketing.” While they may…