How To Leverage Community To Build A Great Brand
Are you doing enough to tap into your community? Columnist Joanna Lord explains why community is key to building a memorable brand.
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Joanna Lord's latest articles
CMOs, Keep Your Company On Track And Avoid “Communication Debt”
It happens. We get busy and all of a sudden we realize that the words we’ve been using to talk about our products or brand internally weren’t quite right and somehow made it up on the website, into our marketing material and ultimately into the minds of our consumers. This is communication debt, and it’s […]
20 Traits Of Successful CMOs
Being a CMO is… well, a lot of things: amazing, hard, exhausting, fun, challenging and about a million other adjectives. While I’ve only carried the title for just over half a year, I have spent those 8 months researching what it means to be a “successful CMO.” It’s been quite the learning curve and an […]
Don’t Give Up On Past Customers, Re-Engage Them With These Tips
Let’s face the facts: customer lifecycle marketing is hard. Traditionally, the acquisition stage of the customer funnel kept marketers busy, but it appears the tides are turning — the majority of marketers interviewed in a recent 2014 State of Marketing survey said retention and re-engagement are now a key focus. So, how can we re-engage […]
8 Often-Overlooked Opportunities To Authentically Thank Your Customers
First impressions are important. We all know that. Marketers spend a great deal of time on improving that first impression. They build beautiful websites, gorgeous campaigns, and pick their words specifically to capture interest that very first time a consumer finds them. But what about after they convert? Are you spending as much time improving […]
How To Conquer The Age-Old Marketing Buy-In Challenge
We’ve all been there. We have the big idea. We are sure that if we just created it and launched it, this marketing campaign could make a huge difference for the company. We’ve done the research, we’ve built the spec, and we’ve got the rest of the marketing team stoked to give it a try. […]
5 Ways To Be More Transparent In Your Marketing
We all understand the importance of transparency — this past year alone, we’ve seen the titans of tech have transparency wars, and Google itself has committed to transparency as a core value. At this point, companies know they need to be honest to build trust with consumers and, hopefully, that translates into brand loyalty. But […]
How To Get The Most Out Of Your Customer Analytics
We marketers love our data. What surprises me is the percentage of us ignoring one of the most valuable data sources we have available to us — our customers. Too often, we mistake our site visitors for our customers. While site behavior is important, it’s not all our customers have to tell us. The rise […]