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Alyson Phillips

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Marketing to Hispanic Millennials: 3 Key Takeaways for Marketers

Posted by Alyson Phillips on September 25, 2017 at 2:23 PM

It can be tempting to play it safe with a marketing strategy, sticking with a well-established audience that is already familiar with your product or service. However, new data suggests that marketers who don't reach out to one very specific demographic in the next few years could be missing out. Big time.

According to MarketingLand, there are 59 million Hispanic-Americans living in the United States, and more than 40 percent of that total population falls into the millennial demographic. And not only are Hispanic millennials extremely well-connected — a report from Viant found that the group spends 25 percent more time on their smartphones than their peers — they also make up a significant percentage of the $1.5 trillion purchasing power of U.S. Hispanics.

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Topics: Digital Marketing Strategy

3 Website Conversion Rate Mistakes You Need to Know

Posted by Alyson Phillips on September 18, 2017 at 2:50 PM

Though boosting website conversion rates seems like a straightforward task for marketers, there's some nuance to crafting a strategy that includes this goal. In fact, while it may sound a little strange, some of the efforts you may take to get customers to convert could actually end up having the reverse effect, driving them away from your website. Here are three mistakes you might be making that could adversely affect your website conversion rate.

1. You're Trying Too Hard to Educate Your Customers

It's no secret that today's customer is well-educated. But don't underestimate just how educated your average customer is. According to Forbes, 82 percent of customers research something online long before they're ready to purchase, meaning they've already done their homework. Additionally, they likely know exactly what they want and are just looking for the right business to help them accomplish their goal.

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Topics: Website Design & Development

How Fall Sporting Events Can Be a Catalyst for Local Marketing

Posted by Alyson Phillips on August 28, 2017 at 2:43 PM

Whether you love college football, the NFL or both, the end of summer means one thing: Football season has arrived. These fall sporting events are a huge part of American culture, drawing large crowds who often turn these games into all-day events.

Given their popularity, these events are a local marketing opportunity that businesses can't afford to ignore. While only deep-pocketed organizations can afford commercial air time, in-stadium sponsorships and paid partnerships with the team, there are several steps any local business can take to use sporting events as a tool for engaging the local community. Here are some cost-effective ways to capitalize on the buzz.

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Topics: Integrated Marketing

Why Multichannel Marketing is a Must for Healthcare

Posted by Alyson Phillips on August 2, 2017 at 11:32 AM

In general, marketing isn't a "life or death" career. But for healthcare marketing professionals, that's not necessarily the case. Knowing how to successfully connect doctors with patients isn't only important for physicians trying to build their practice — it could save someone's life.

One of the most recent trends in the healthcare industry is multichannel marketing, which is the practice of reaching patients using a combination of indirect and direct communication methods. An example of this type of campaign might be a combination of social media posts, TV commercials and email campaigns that all share similar imagery and messaging. And though this type of marketing is effective across many industries, adoption of multichannel strategies has been slow, according to eMarketer.

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Topics: Digital Marketing Strategy, Integrated Marketing, Healthcare

Audience Personas: What They Are and Why They Matter

Posted by Alyson Phillips on July 26, 2017 at 10:27 AM

For many, the concept of a persona likely conjures up images of false or created identities, often used in fictional stories to help super spies, evil villains or even dashing heroes foil their opponents. And while this concept is fascinating in this context, marketers know there are real-world applications for personas as well.

Known specifically as audience personas, this marketing tool can make your business more efficient, bring in more conversions and even help you make decisions for your business that extend far beyond just marketing. With all this considered, it's no wonder why 63 percent of marketers surveyed in a study by Curata noted that they create content with the use of buyer personas. But first, let's start off with the basics.

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Topics: Digital Marketing Strategy

Why an Explainer Video is a Powerful B2B Lead Driver

Posted by Alyson Phillips on June 23, 2017 at 9:58 AM

Imagine you order a piece of furniture online. Much to your chagrin, it arrives unassembled in a box filled with various parts, dozens of tiny nuts and bolts and an instruction pamphlet the size of "War and Peace." But before you dive in, you search online and discover the manufacturer has created an easy-to-follow, step-by-step video. Less than an hour later, you're admiring your new piece of furniture from the couch with a cold drink.

Convenience is just one of the many reasons people love videos and why YouTube has more than one billion users, the video website explains. An explainer video or a short clip that gives a simple and concise description of a company's product or service helps break down complex topics and makes brands more memorable.

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Topics: Video Advertising

Marketing Personalization: What It Means to You Today and Tomorrow

Posted by Alyson Phillips on June 5, 2017 at 10:32 AM

Personalization is a key part of the human experience. We're constantly finding ways to express ourselves and make our surroundings unique to us. And while this tendency manifests in many forms, new technology has presented marketers with exciting opportunities to connect with customers by capitalizing on our innate desire for personalization.

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Topics: Digital Marketing Strategy

Holiday Marketing: It's Never Too Early to Make Plans

Posted by Alyson Phillips on May 15, 2017 at 10:45 AM

It might feel like the last holiday shopping season just ended, but there's no rest for the weary because this year's is coming up fast. Retailers depend on a strong holiday shopping season to bolster their annual revenues, and success requires a smart, well-planned holiday marketing strategy.

Even though the true start of the holiday shopping season is still months away, retailers can't afford to wait. They need to start strategizing now so there's time to prepare for a multi-pronged, engaging retail strategy. The time to prep is now, and we've put together a quick guide to help you get started.

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Topics: Digital Marketing Strategy

Measuring Your Content Marketing Effectiveness: 4 Key Metrics

Posted by Alyson Phillips on April 19, 2017 at 1:04 PM

Content marketing strategies don't unfold overnight. Once an organization commits to a long-term comprehensive strategy, it takes time for their campaigns to take root and flex their cumulative value.

Even so, the question of content marketing effectiveness needs to be answered on a continual basis. Management needs an indication that these various campaigns and strategies are moving toward solid returns. For that matter, marketing managers feel the same way. Marketers need evidence that their efforts pay off, even if those larger strategic goals remain far off in the distance.

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Topics: Content Marketing

4 Lead Generation Tips for Small Businesses

Posted by Alyson Phillips on March 22, 2017 at 1:12 PM

What business doesn't want more leads? But wanting more is the easy part. Getting leads is hard work, and acquiring high-quality leads from strong prospects is even more of a hassle. Reaching leads means finding the right place to make yourself visible and available. There are a number of ways to do this, even on a small budget, but it takes careful planning and a strong understanding of your audience.

If you're up to the task, here are four methods for capturing new leads for your business.

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Topics: Paid Search Engine Marketing, Digital Marketing Strategy, Social Media Marketing

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