Why is there such an obsession with stories in marketing? The answer - organizations that are powered by a well-crafted brand story grow more than those with any other communication approach. Brand stories aren’t just a method; they connect to the core of how the human mind works. When we connect with people using a brand story, the message stays with them longer and moves them to take action more quickly.
Def: hac·tic
ˈhaktik/
noun
Everyone loves a shortcut—but as you know from sitting in the back seat while people refuse to use a map—they don’t always lead you to where you thought they would. It’s easy to get busy with lots of tasks that others have used, or that have been suggested to us as shortcuts for growth. When you begin to dabble in marketing, you can start to get a dozen emails a week with “marketing hacks” (read that as quick shortcuts) with each one promising to address every challenge you are facing.
Authenticity is now a core concern of growing companies. Millennials and consumers want to see true integrity and are pushing for real experiences. They want long-term relationships with organizations that bring meaning to their lives rather than simply a paycheck or something delivered in a box. This goes beyond commodities—they want to be connected to organizations with a purpose that anchors the very center of their story.
Keywords are like VHS Tapes; if that’s all you have, you’re going to miss out on better opportunities.
Some things that you thought you knew about Search Engine Optimization (SEO) aren’t true anymore.
In the beginning, there was only one form of marketing. This marketing focused on pushing out advertising that interrupted people (think TV commercials, radio/magazine ads). Called outbound marketing, it used interruption as the primary tool and placed a product or service in the way of the actual information or entertainment that people were consuming. This form of marketing began to shift with the introduction of the internet. In 1999, Seth Godin published a book called, "Permission Marketing," during the era in which search engine optimization (SEO) and inbound marketing began to take shape. But is inbound marketing alone, enough to create growth?
The promise of technology for business is its ability to make big resources available for everyone. It’s an equalizer. The personal applications have changed entertainment, personal networking, finance, job hunting, and many other parts of our lives. In business, we look to technology accelerators in ecommerce, cloud services, software that is developed through broad crowdsourcing, and other systems that allow us to do more with less time and money.
You have many choices for marketing and advertising - social networks, digital ads, print ads, email, direct marketing. Which one rises to the top? If you are in healthcare, technology, education or just about any industry, you may have thought your website was not that valuable because it hasn't been bringing you customers. If this is you, you need to think again. 2017 research reinforces the fact that people who are on their way to becoming customers because they want to expand their learning will go to your website more than any other resource.
A company's online presence has become vital to how its customers and potential employees perceive their brand. From the look and feel of the website, to its content, to where your company come up in their Google search results, people care how you present yourself. So just how are home health and home care agencies doing online? Numbers don't lie, so let's take a look at some statistics on the subject. Do you know where you stand as a company? The results might surprise you.
There are more than 5,000 options for Martech (marketing technology). Add that to what you need for customer service, CRM, scheduling and payment systems and it creates a dizzying array of options. Growing companies have large tech stacks and need a complex set of strategies to compete. But how do they integrate the technology and the information in a way that creates business growth?
What people see when they search for a term that has local services attached is different than what they get when they are searching more globally. Local and global search are both beneficial, and it's important to know how they work to connect someone to your home care marketing. Think of this as two kinds of web searchers:
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