The Creative Edge Posts

Why the cornerstone of any effective campaign is understanding your marketing audience

understanding your marketing audience

Everyone knows that the marketing landscape is ever-changing. What you do to reach customers can be impacted by social shifts, technological advancements, and even economic fluctuations. With so much going on, yesterday’s audience insights might not apply today. So, investing time and resources into understanding your marketing audience is an ongoing non-negotiable, especially if you want to stay ahead of the competition.

When you identify what matters most to your target audience, it’s easier to customize your marketing efforts to unlock untapped potential. And what’s the best way to do that? Persona research.

These insights can prove invaluable when you need to analyze what you’ve been doing and find ways to optimize, too (like when you’re making new goals and setting your budget for the new year).

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What should you be doing to improve your website in 2023?

woman using a smartphone

Websites are an important part of your brand. They are available 24/7. They serve as a salesperson for your company all day long, every single day. A website is often the first presentation to prospective buyers, and it may also be the last touchpoint to close a sale. The world of web design is continually changing and growing. Here is a question to think about: What should you be doing to improve your website in 2023? 

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Can you truly humanize marketing, or is it just another gimmick?

humanize marketing

Simon Sinek says, “People don’t buy what you do. They buy why you do it.” The “why” is a story, and the best marketing is supported by the stories we tell. With so many new AI tools right now helping marketers produce generic content quickly and cheaply, telling authentic and engaging stories is even more important. Given this new reality, what can you do to humanize marketing efforts to ensure your campaigns connect?

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An introduction to brand reputation management

brand reputation management

“A brand is what people say about you when you’re not in the room.” I love this quote from Amazon founder Jeff Bezos because it perfectly explains how brand reputation management is so much more than just setting up rules about the use of your company’s logo, color palette, or design system.

Your brand identity is shaped by every touchpoint. As you consider your upcoming marketing plans and your brand in the years ahead, here’s a question to consider:

What are you doing to ensure your marketing efforts enhance your brand reputation and make management easier?

Keep reading to learn more about brand reputation management, and check out some curated articles we recommend to spur your brand strategy thinking.

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An introduction to growth marketing

using data for growth marketing

Entrepreneur and marketing guru Seth Godin once said, “The only way to consistently grow in B2B is to be better than very good.” If you must be “better than good” to grow, how can marketing help you stand out? One proven method to maximize your ROI is campaign optimization with growth marketing.

When you make customers the center of your business and focus on forming better relationships, loyalty increases, and growth happens more organically.

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