If you’ve found your way to this post, you’ve likely heard the term Search Engine Optimization (SEO), or have some interest in SEO. This post covers the top 4 things to know about SEO and the Google algorithm. So whether you are just starting with SEO, or managing optimizations for your company, you will likely […]

Download a PDF version of this infographic, “The Importance of Paid Search”, here.

As in the television program, Cheers, everyone wants to belong somewhere.  Everyone wants to call some place home. Nuclear and extended families have always been tribes. Often, churches are tribes. Some times, towns are tribes. Schools can be tribes. Increasingly, political parties are tribes. Is your state a blue state or red state? You may […]

When people first started to use SEO for business, it was viewed as a completely separate tactic from public relations. As time goes on, however, we’ve seen a relationship form between the two. Now businesses are seeing the benefit of using PR in SEO to get better results. How so? Public relations puts a company […]

It was the seventh day of a dream vacation to Italy, roughly 4,300 miles from Rochester, and I was still wearing borrowed clothes from my travel companion. An evening gown, makeup kit, undergarments and other items neatly packed in my luggage were somehow lost by Delta Airlines. I was left to borrow many things from […]

The world of marketing is turning to digital for a lot of reasons. Ease-of-use, convenience and speed are three simple ones that come to mind right away. However, there’s a stronger pull that digital marketing is leaving on businesses. Digital marketing serves as an effective method when creating authentic, relevant relationships with consumers. The constantly-evolving, […]

Today, consumers are incessantly bombarded with messages—which has made them incredibly adept at quickly ascertaining whether any particular one is of interest. This means that the penalty for less-than-relevant, poorly targeted marketing messages is swift and severe: the dreaded scroll-past, swipe-left, or click-away. Your product, service, or brand is dead to them. So it’s more […]

A brand is owned in the minds of its customers. So, what is your brand in their minds? Do you know?  If not, do you know where to go to find out? You can always use marketing research, but today, the Internet provides an unfiltered ongoing look into your customer’s minds. And it is as […]

Influencer marketing is quickly rising in the ranks as a top B2B marketing strategy. At a time when audiences are more distrustful of brands than ever, influencer marketing stands out as an effective and lucrative alternative to traditional marketing. Before we discuss how to incorporate influencers into your B2B communications strategy, let’s review a comprehensive influencer […]

Don’t we all wish we had a crystal ball? The truth is we never know where marketing will take us year to year. We only know it will change, which leads many organizations wondering where to focus their marketing. If you’re still struggling trying to figure out what to do differently in 2018 or what… […]

The digital world has been telling us for several years now that “this will be the year of mobile.” We get it. Everything is going mobile, and if you’re not, you should start. But how many more mobile-focused years should we anticipate until the next trend finally takes precedence? Well, maybe there’s been a new […]

Sometimes, in brand research, one must continue to “peel back the onion” to better understand what the consumer is really saying. Recently, a client of mine (a heath care system) discovered that it was delivering well against convenience and accessibility. They discovered this through a quantitative brand equity measurement survey. Multiple data points pointed to […]

A thought leadership strategy is a blueprint for industry success. Not only does it boost your credibility, but it also puts your brand on the map. But thought leadership doesn’t happen overnight. It takes careful planning to position yourself as an industry star. PR and thought leadership strategy go hand in hand. In fact, public […]

On October 24, 2017, the FCC voted 3-2 to eliminate the main studio rule, which has been in place for almost eight decades. This rule required local TV and radio broadcasters to maintain a physical studio location in their community, or primary local coverage area. The change is largely attributed to the continued rise of […]

  Virtually every sport has its own playbook — an amalgamation of the best plays and strategies. In much the same way, marketing has its own set of strategies. And B2B influencer marketing is at the top of our list. Why do we say that? Because audiences have changed. There’s an ever-growing distrust of traditional […]

Our display frames have a “Lifetime” warranty, no matter what! Here is one, found by Bill, our lead designer, enjoying a second life as a photo backdrop at a wedding he recently attended. What a unique idea!!

In the world of marketing, we are currently undergoing one of the most impactful changes yet; the digital transformation. For businesses to evolve, it’s necessary to accept and embrace the changes that sculpt business landscapes. With digital leaving such a mark, it’s important to embrace digital in your organization if you’re not already. The digital […]

One of the first steps in a brand repositioning project is to determine the current brand position. While this is often done through a brand audit in which the brand’s website and its collateral materials are studied along with those of its competitors, this only identifies what the brand in question and its competitors are […]

Tipping Point Communications – a full service communications agency founded 12 years ago – has made the Greater Rochester Chamber of Commerce’s Top 100 list ranking companies for the largest amounts of growth over a three-year period. The agency landed at No. 34 on the list. 

  Still on the fence about influencer marketing?  Consider this stat: 49% of people say they rely on third party recommendations before making purchase decisions. This illustrates why B2B influencer marketing is growing in power and popularity among many marketers. But how does this power and popularity translate to ROI? Can you measure the results of […]