Marketing

And how they get your emails opened and read.



I’m sure you’ve all seen articles on how to write a killer email that will inspire your readers to take action—whether that’s buying your products and services, making a charitable donation, signing up for your newsletter, or filling out a form to learn more.

But what happens if your readers don’t even open your email?

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Tribal Branding

by Brad VanAuken, BrandForward, Inc.

With declining trust in traditional institutions, people today are increasingly using brands and consumption to express their identity and signal their values. Tribes come together under what they imagine are a shared set of values or emotions. An astute marketer can often help the tribe to link those shared values or emotions to its brand and its products or services.

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But It Tells a Better Story With A Caption

Even a copywriter like me can understand the power of visual images in marketing. After all, a picture is worth a thousand words. But far too often, clients display stunning photographs of their work without captions. Why would you want to make readers guess at what they’re looking at?

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If you have experienced a decrease in your rankings and traffic since the 2013 Google Hummingbird Algorithm shift – you may have spammy links to blame.

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Want a fast, cheap and easy way to increase sales? Add customer testimonials to your website and marketing materials.

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I have written about creating “category-of-one” brands before. Most brands spend their time trying to increase their share of existing markets. They pursue many different tactics to do so, from innovating new product functions and features and offering price promotions (which erodes brand equity) to improving product quality and creating value-added services. Some even create highly entertaining ads hoping this will help them break through the category messaging clutter. The problem with these approaches is that they are incremental and most of them can be very easily matched by the competition.

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A complete brand positioning statement would include the following:

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Today’s successful brands almost always deliver customer benefits that are more than just functional. To gain insight into your brand’s values and its emotional, experiential and self-expressive benefits as perceived by its customers, have its customers complete these sentences:

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You may have seen the ever-growing number of photos showing up in Google search results. Google is allowing you to claim ownership of a website, blog or guest blog post and they will display your Google+ profile photo within your link.

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One can use the Internet to:
• Increase brand awareness
• Reinforce the brand’s unique value proposition
• Tell the brand’s story
• Identify customers and build lists
• Create a dialog with customers and potential customers
Here are the top 15 actions to take to build your brand online:

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