“Excellent insight on the power of emotional branding.”

– Glenn Baruck, The eDot Family of Companies

The following article written by: Branding Strategy Insider

Transactional brands offer the right product at the right price at the right time. People pay a fair price, they are not particularly loyal, and the relationship is completely rational.

Emotional brands, on the other hand, create irrational relationships-irrational in the most positive ways. They generate irrational enthusiasm. They charge irrational prices. They have customers who ignore the competition. They have evangelists who proselytize with clothing, online reviews and impassioned conversations around the dinner table.

While rational brands purchase 30-second interruptions and hope to God that somebody actually watches one, while emotional brands like Yeti, can brand with a series of videos that extoll the virtues of outdoor adventures ranging from kayaking to fly-fishing. Passionate fans of Yeti and these activities are mesmerized for minutes at a time by these videos. Yet the only time the Yeti brand is clearly displayed is at the very end of the video on the hat of a competitor who passes out in the grass after the event.

That’s the power brands have when they shift from a rational, transactional relationship to an emotional relationship. Because of this power, irrational brands are popping up in the most surprising of categories.

Looking back on the last 100 years of advertising literature, most people consider brands a promise or a story. The audience knows that if the brand understands them at a fundamental level, then it’s a brand they can have a relationship with.

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“Today, good websites and marketing strategy must include video.”

– Glenn Baruck, The eDot Family of Companies

The following article written by: Impact

You’re ready to crush video and make it a full part of your organization’s sales and marketing efforts? Great.

Assuming you have the right content approach and the videos have been produced, you may be wondering as to the best places to put videos on your company website. At this point, most companies do, but unfortunately, more often than not these important areas of a website generally lack the all-important video content necessary to truly “Show” the story at hand.

More and more consumers today only do their buying research through video, in fact 64% of people are more likely to buy an item online after watching a video, which is why we’re getting to the point where every website needs to have a “Video library”-a place where video content lives but is organized, searchable, and displayed in such a way that the visitor can immediate find, and see, what they’re looking for.

For more in-depth information read the rest of this article. You will discover the seven places to start incorporating videos on your website which will play a key role in the success of your marketing strategy.

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“Excellent acumen from across the pond. When you need professional services in the US, give us a call.“

– Bill Kerth, Movere Teleservices

The following article appears in, Virtual-Sales

Telemarketing can seem like a leap of faith, and nowhere is this truer than in the software industry, where every day is a constant battle to get your name heard in the mass of businesses and brands.

Along with sector jargon and acronyms galore, B2B software telemarketing can be a huge obstacle for some. You’ve been on the receiving end of B2B telemarketing before, and were immediately annoyed that they had interrupted your time for something you didn’t ask for, frustrated at their lack of product knowledge and eventually you just hung up the phone when they refused to accept no as an answer. This is not uncommon with B2B telemarketing, and this perception has led people to lose faith in the strategy when it comes to generating leads for software companies.

If executed professionally, telemarketing will increase your leads and create positive and lasting relationships with your prospective software clients. This is historically where B2B telemarketing falls short in generating brand awareness and is one area in particular where software companies can build on their B2B communications. In B2B telemarketing; companies that don’t put much thought into their telemarketing campaigns or their phone operators’ skillsets usually experience poor results. Used correctly, B2B telemarketing can bring in legions of leads, which through careful communications become fertile prospects.

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“Selecting the right targets can make or break your marketing campaign.“

– Bill Kerth, Movere Teleservices

The following article appears in, MarketingProfs

Most marketers face the same questions in planning a new campaign: What customers or prospects are you marketing to? What are the customers’ motivations? Why are the customers in the industry you are marketing to?

Marketers have long looked to the SIC system and its successor, the North American Industry Classification System, to simplify the processes behind identifying, segmenting, and targeting potential customers and prospects.

What if you don’t have a lot of marketing experience in an industry? Perhaps you are just starting out and need to quickly understand the makeup of your potential customers and prospects, and profile them. Understanding SIC and NAICS can seem like a daunting task, but having a cursory comprehension of these systems can help you support various marketing activities. Though NAICS has largely replaced SIC, some areas of government and business still use SIC codes, so it is important to understand both classification systems.

Even though the SIC classification system, and to a lesser extent NAICS, was developed in an era of relatively little technology, they provide an accepted framework for categorizing the hundreds of industry verticals that marketers address every day.

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“In B2B, many websites trumpet client / customer testimonials, but rarely bring these statements to life in other media. That’s just the beginning of what User Generated Content can look like.”

– Mark Ingraham, Image Perspective

The following article written by: Marketing Land

User-Generated Content is the rising star in integrated, multi-channel marketing in 2017. UGC includes any story or piece of content created by a person about a brand that they share with their networks. The fact is, user-generated content about brands is being created and shared by their customers, whether those brands or consumers recognize it or not, the key is finding a way to integrate it into your marketing program. “Marketers can now usher in a new era of customer-centric marketing where consumers drive the brand’s message,” says Peter Cassidy, co-founder of Stackla. Why should your brand implement UGC? Simply stated, UGC is ideal for any content marketing strategy. The users of your brand create the content anyway, and if you’re not curating it and showcasing your customers, you’re missing out on brand equity.

Using UGC to create brand advocacy is commonplace today for a majority of major brand names. If you’re in doubt about the effectiveness of fostering brand advocacy, just think about a company called GoPro and the brand equity they continue to build with the thousands of videos they share from their brand advocates.

UGC enables you to enjoy the benefits of brand advocacy by making it easy for your customers to share what they love about your brand with the world. 2017 is shaping up to be the year that brands allow their customers to be the voice of their brand.

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“Laura Forer does a good ( and visual ) job of reinforcing the important email campaign basics that can be forgotten in the rush to launch.”

– Mark Ingraham, Image Perspective

The following article written by: MarketingProfs

As marketers, we’re often looking at the result of our email campaigns: How much revenue did the email drive? But we can’t get to purchases without clicks, and we can’t get to clicks without opens.

This infographic by email marketing company Campaigner is an excellent resource to keep handy for improving your open rates in the future…

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