When blog sites like Blogger started in the late 1990s, creators primarily consisted of individuals sharing their research and opinions in word processing-like format with hyperlinks. Early blogs were primarily personal and were often used to share information with friends and family. Commercial blogs quickly followed and the format—text with hyperlinks—remain unchanged. Blogging, which started… Continue reading Content Development Lessons for B2B Marketing
Category: Marketing Matters
Marketing Matters is the KHB Blog that takes a perspective on traditional and digital marketing trends and strategies.
How Referral Marketing Reduces Customer Acquisition Costs (CAC)
Too often, CEOs and business owners overlook an obvious opportunity to grow their business. For a company that has turned media buying over to an agency, it is very easy to ignore the referral marketing channel. After all, the agency is not going to benefit from recommending referrals. They want a higher media spend. But… Continue reading How Referral Marketing Reduces Customer Acquisition Costs (CAC)
How to Avoid Unwanted Clicks in Digital Advertising
Digital ad spending is expected to increase 20.4% in 2021. It will outpace other forms of ad spending this year. While digital advertising is about getting the click, unwanted clicks are driving up ad costs while driving down ad effectiveness. Not All Engagement Is Desirable Some marketers covet social media engagement. Follows, likes, comments and… Continue reading How to Avoid Unwanted Clicks in Digital Advertising
6 Ways to Learn Your Customer Pain Points
Marketplaces grow and thrive by identifying customer pain points and building a better technology bridge to alleviate them. These platforms help providers connect with individuals or businesses who use their products or services. I recently sat in on an investor pitch where a startup marketplace announced that they spent $3 million building the perfect product… Continue reading 6 Ways to Learn Your Customer Pain Points
Do These 4 Things for More Repeat Purchases
It costs more to gain new customers than to keep the ones you currently have. Most business leaders intuitively know this, but many do not take the time to create processes that get existing customers back in the door. Certainly, if you are a new business, you must focus on new prospects. But, with existing… Continue reading Do These 4 Things for More Repeat Purchases
How to Create the Ultimate Gig Economy Brand Experience
In the sharing economy, the customer experience defines a company’s brand. A brand is not just the brand identity and assets that the company creates. It is the feeling that users are left with after interacting with the brand. That interaction encompasses everything from using the product platform to the meeting of the provider and… Continue reading How to Create the Ultimate Gig Economy Brand Experience
Become an Expert on PPC with These 5 Videos
Navigating the world of paid search advertising can be confusing. Maybe your business previously focused on search engine optimization (SEO). Now, you have decided to increase your marketing budget to include paid search. Perhaps you are using paid search but your campaigns are expensive and ineffective. Using paid search (also known as pay-per-click or PPC)… Continue reading Become an Expert on PPC with These 5 Videos
7 Horrible Mistakes You’re Making on Instagram
With one billion active users, Instagram is a great platform to use in your social media marketing strategy. It has a simple user interface, stories for easy daily posting and great ecommerce tools. It can be a perfect place to connect with potential customers. While it is easy to create a business Instagram account and… Continue reading 7 Horrible Mistakes You’re Making on Instagram
9 Reasons Small Businesses Should Start a Blog
A blog can be an asset to any business. Creating blog posts is a great way to set yourself apart as a thought leader or attract visitors to your website. Most major companies have a blog, giving them an avenue to communicate with consumers. Whether you have a blog or are considering establishing one, here… Continue reading 9 Reasons Small Businesses Should Start a Blog
Irrelevant Emails Are Hurting Your Relationships
Relevant emails are the foundation of good email campaigns. Irrelevancy is one of the top three reasons people unsubscribe from email lists. Given that there are 306 billion emails sent and received daily, it is important that you send relevant messages to your contacts. Think of each of your contacts as a relationship that needs… Continue reading Irrelevant Emails Are Hurting Your Relationships