Several years ago, I decided to improve my health. I set clear goals for weight and fitness. Then, I began tracking meals, workouts, and progress each week. However, the plan did not stay fixed. As I reviewed results, I made adjustments. I changed my diet when progress slowed. I modified workouts when performance stalled. Over time, those changes produced better results. Advertising works the same way. Successful marketers know you use Advertising optimization for the win. Like improving your health you begin optimization with clear goals and a structured plan. Then, you track performance across campaigns. However, the real gains [...]

When lead generation is going well it is easy to forget about it and assume the process will continue to produce. And if lead generation is not going well, we often point to a specific problem area. However, lead generation is usually dependent on the sum of the parts, understanding how inbound and outbound tactics work together. A regular lead generation audit is necessary to really create your best media mix. It might seem like a waste of time to perform a lead generation audit when business is good. That is actually the best time. Make good better. And if [...]

The purpose of advertising and networking are the same, build connections. One reaches audiences through media channels, the other through personal interaction. Both require clarity, consistency, and trust to succeed. The similarities are numerous. When you think about it, networking vs advertising - more alike than you think. Good advertising campaigns are carefully planned, tracked, and refined. Networking, when done well, should be executed the same way. When you apply advertising principles to your networking efforts, you increase your chances of stronger relationships and more opportunities.   Setting Clear Goals No advertising agency would launch a campaign without clear objectives. [...]

Audit Your Current Marketing Strategy: Identifying Opportunities for Growth Most of us avoid something that we should do. Some people avoid going to the doctor. Others avoid the gym. Some entrepreneurs avoid taking time off. And many marketers avoid doing a marketing strategy audit. It seems time consuming and difficult. Well, it does take some time and thought. But done correctly, when you audit your current marketing strategy you usually identify opportunities for growth. The good news about performing a marketing audit is done correctly, a third party does the work. Because it is a process you should not flounder. [...]

In his book Influence: The Psychology of Persuasion, Dr. Robert Cialdini explains that social proof is one of six key principles that guide how people make decisions. When others approve of something, we instinctively trust it more. It’s a shortcut our brains use to decide what’s safe, what’s popular, and what’s worth our time. That’s why social proof in advertising plays a critical role and why client testimonials, reviews, and ratings are powerful tools for lead generation. It is one of the strongest tools an advertising agency can use. Marketers work hard to get impressions, but impressions alone don’t close [...]

People love choices, as do most marketers. But too often, marketers see media planning as a choice between traditional and digital. They pick one and they ignore the other. That thinking leaves money and leads on the table. Advertising shouldn’t be either/or, it should be digital and traditional. As my dad used to say, “A rising tide raises all ships”. In marketing, we know that people make decisions with both emotion and logic. The heart and the brain work together. That’s true in advertising too. You can’t afford to rely on just one channel or one tactic. Both traditional and [...]