Strategic Planning

Content Strategy: Why Your Business Needs One

The latest trends say that content is an effective way to build brand awareness, increase sales, and retain your customers. And you think, so I’ll start a blog, add a video to my Facebook page, and post a topic of interest on my LinkedIn profile. That should do it. Ah, if only it was that easy. The truth is, good content can help you achieve all these goals BUT only if it is based on a well-planned and executed content strategy. Basically, this means creating compelling and valuable content (and by content, we’re talking anything that’s visual, audio, or written—online and in print) to a target audience and distributing that content through a variety of channels on a regular basis to capture the readers’ interest and prompt them to action. And a good content strategy isn’t a one-time solution but an ongoing process. 6 Steps to Developing a Successful Content…
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Google Analytics For Small Business (video)

Here is the video of Jann Mirchandani at iCAN-Global‘s September Forum. iCAN-Global links global business and technology resources with innovators worldwide. Jann was honored to be invited to speak at their September Forum, help at Westchester Community College and broadcast worldwide. Jann’s discussion covered the basics of Google Analytics and how to use it to evaluate and improve your online marketing.

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marketing silos

Marketing Silos: Targeted Marketing Strategy Vs. Shotgun Approach

I see it all the time; folks implementing some whiz-bang trick for marketing their business. You know who you are. You’re at a networking event and talking to an SEO guru who told you something about optimizing your website. You’re having lunch with a social media expert who talked about leveraging YouTube for your business. It all sounds so good…and so easy. And they do you a favor because they are nice and set up your this or that for you so you can get started. And it’s all good. Except that now you have silos where you should have a field. Not that these techniques are bad; you should have an understanding of search engine optimization for your website, and social media is a given to help get the word out about your business. Rather than taking a shotgun approach, however, you will be better served by a targeted…
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ColumbiaDoctors Of The Hudson Valley

The Challenge ColumbiaDoctors of the Hudson Valley, with offices in Suffern and Monroe, needed a website that would appeal to seniors, the practice’s primary patient load, with a younger demographic, an area in which they hoped to grow. In collaboration with DesignWorks NY, CoCommunications and MarketingWorks NY we provided a cross-discipline approach that addressed the variety of needs on this project. Solutions We built a comprehensive strategy integrating the doctors’ expertise and communication skills in addressing patients’ concerns. A blog and email campaign were key components of the strategy. That content was used again as part of a social media campaign designed to broaden their reach and introduce the practice to new markets. Key Successes Segmenting the email list allowed subscribers to select just the news they want to receive, increase engagement, and minimize “overexposure.” Branded social channels took the engagement to where the audience was already gathering, and driving traffic back…
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Content Marketing: Building B2B Content

“Content is King” as the saying goes. But creating content consistently over the long haul is an investment no matter how you look at it; an investment in time and money. So how does your content marketing strategy stack up to the typical B2B? Check out this infographic and see.

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Social Media Statistics: What’s Really Happening With SM?

I came across this great infographic and thought I’d share. These social media statistics can give you some insight into how people are – and aren’t – using social media. Customer Care I found it particularly telling that 56% of customer tweets to companies are being ignored! Yikes!! Setting up tools to monitor social media channels can help ensure this doesn’t happen to your customers. The Plusses of Google What about Google+? Websites using the +1 button increase traffic 350%? Active Google users are on for over an hour a day; this includes Gmail, Google calendar, Picasa, etc. Mark Twain Listen, you and I both know the Mark Twain quote; “There are lies, damned lies, and statistics.” The point isn’t to get you to stop everything else in favor of social media marketing. The point is to help you see where there is an opportunity to improve how you use…
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How A Blog Helps Your Business

You know you need a website to reach the 50%+ of customers who begin their research online. A blog may seem like overkill. It’s not. Here’s how a blog helps your business. 1. A blog provides information to your readers. Your standard pages are great and talk about who you are and what you do. But your blog pages are what provide information about your industry, trending topics and latest best practices/products. This is important information especially for those who might be in the early stages of the buying cycle. They might not be ready to buy yet because they just don’t know enough. Give them what they need to get ready to buy. 2. A blog provides information to search engines. As you write articles around your primary business and industry you will be providing information to the search engines about your site. Even if you don’t write with…
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piggy bank

When Is A Bargain Not A Bargain? Qualifying your marketing budget.

Budgets are tight and marketing is often the first line item that gets cut. Marketing budgets need to earn their keep but how do you know if they are doing so? Let me share with you some real-world scenarios and the lessons that can be drawn from them. A bargain isn’t a bargain if you don’t need the service. I got a call recently from a prospect. He is in a very competitive industry and knows he needs to be “out there” with respect to online marketing. To that end he began working with a vendor who specializes in his industry. They were going to take care of everything for him; hosting his website, content creation, analytics, etc. He contracted with them for their complete package. But that vendor only focused on one aspect of his business, so he contracted with another vendor to flesh out  his sub-specialty. They were…
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