Tag Archives: Marketing

How to keep your marketing e-newsletter in the spotlight

Email newsletters are back – or maybe I should say are still – in the spotlight. And whether sent by large companies, media giants or solo entrepreneurs, email newsletters can be a powerful marketing tool. For example, the content marketers at Copyblogger get massive amounts of traffic every day. But the biggest day every week […]

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3D branding from the inside out

Branding is more than a logo or a tagline; it’s a promise. That’s the basic message of a recent panel discussion on “3D Branding” for IABC/Toronto’s Professional Independent Communicators (PIC). Here’s a brief look at what each speaker said about the three dimensions of branding, particularly for our group’s small businesses: 1. DEFINE You can’t […]

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You still need a business card! Here are 9 reasons why

I recently met someone whose company had “gone totally digital” — no business cards. She admitted it was often awkward. Yes, a business card may seem unnecessary in a digital world where your contacts are easily found on LinkedIn. A business card may seem old-fashioned. You still need one. Here’s why: 1. You don’t have […]

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How to harness the power of the inbox

Email marketing is a powerful tool. As proof, digital marketing expert Javed S. Khan shared these statistics at a recent meeting of IABC/Toronto’s Professional Independent Communicators: 91% of people check their email daily 88% regularly check email on their smartphones Email gets delivered 90% of the time or better, compared to Facebook posts that reach […]

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Answer my email, it might be urgent

If you wanted to reach someone urgently, would you rely on email? Increasingly, it seems, you would. Well, you might not. I certainly wouldn’t in a business situation*– I would pick up the telephone and call. Yet at a professional development event earlier this week, a young millennial (27, she announced to the group she […]

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Why Pinterest is big business for small business

If you’re researching home renovations, planning a wedding or looking for recipes, chances are you have a Pinterest account. Big brands also have Pinterest boards, encouraging customers to “engage” with them by pinning photos of their products in use. But is this image-sharing site useful for small businesses that provide a service? Apparently so. Those […]

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Enough with the labels!

Address labels may once have been a nice way for a non-profit to say thanks, and encourage a donation. Not any more. I am drowning in labels given me by charities. Even though I do occasionally send cards or notes by snail mail, I will never be able to use all the labels sent to […]

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Birthdays: How marketers get them right, and wrong

When you were a kid, you probably loved birthdays. Cake and presents and being king or queen for the day made you feel special, didn’t they? These days, when you hand over your birth date to marketers, they have a chance to make you feel special, too. Of course, they’re hoping that warm and fuzzy […]

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Set the tone with words

Anything worth doing is worth doing with WOW. So says online retailer Zappos, which for years has been a name synonymous for great customer service. At least, that’s what I had heard. I hadn’t experienced it myself because Zappos no longer ships to Canada (after a brief trial where they discovered how painful cross-border shopping […]

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Don’t play ‘bait & switch’ with your links

Have you had this experience? You’re on a website, intrigued by what looks like great content in a tip sheet or a newsletter. You enter your email address to “get your copy” or maybe just “find out more.” Next thing you know, a “Thanks for subscribing!” or “Subscription confirmed” pops up. Wait, what?! I subscribed […]

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