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People need to know about your business to buy from your business. It’s a clear, simple reason to promote brand awareness. If you prefer formality, one study found that “brand awareness and brand loyalty have a strong positive association with purchase intention.” Results from another study “indicate strong support for measures of perceived quality, brand loyalty, and brand awareness as antecedents of firm performance, customer value, and willingness to buy.” In other words, people familiar…

Brand marketing isn’t a new strategy. The effort to turn customer loyalty into long-term recurring revenue has been part of capitalism’s DNA forever. What’s different about brand marketing now is that it’s become a different way to make a business profitable. It allows companies to move away from the tactics we would consider central to a good sales strategy. Think about Apple or Nike. These brands don’t push their products. They don’t fill up inboxes…

Video marketing is a critical component of successful digital marketing strategies: Consumers are 4x more likely to watch a video about a product than to read about it, and survey results demonstrate that 25% of consumers lose interest in a company if it doesn’t use any video. But video marketing doesn’t just promote your products — it also connects your brand with your audience and builds trust with viewers.  Let’s explore how small businesses can…

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…