Archive for the 'Understanding Your Audience' Category

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Why You Must Tailor Your Sales and Marketing to Specific Customer Types

By on March 26, 2014 / Understanding Your Audience / Leave a comment

Why You Must Tailor Your Sales and Marketing to Specific Customer Types

In strategy implementation firm BTS’s recent research paper “Turbulent Skies: Why Customers are Taking Longer to Make Buying Decisions…and What to Do About It”, Lou Schachter and Rick Cheatham explore how to convince customers to buy and to make their purchasing decisions faster. They discuss why today’s customers are slower to buy and explain it’s important to target your approach to the type of customer you’re working with. This is a summary of their advice on how to convince customers who are paralyzed by fear to buy your products and services. Identify Your Customer Types There’s a spectrum of customers […]

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How to Use Pinterest Boards for Customer Research

By on March 17, 2014 / Understanding Your Audience / Leave a comment

How to Use Pinterest Boards for Customer Research

Today’s guest post comes from Allie Siarto, the co-founder of Fare Oak, an online women’s clothing company that donates 5% of every sale toward scholarships to send kids to summer camp. Any experienced business owner or marketer knows that you have to know your customers inside and out if you want to be successful at building and marketing products or services to them. Unfortunately, too many of us come up with product and marketing ideas that appeal to ourselves, rather than product and marketing ideas that appeal to our ideal customers. It’s time to step back and dig in to find out who your […]

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14 Ways to Thank Your Customers and Create Brand Loyalty

By on December 4, 2013 / Understanding Your Audience / Leave a comment

14 Ways to Thank Your Customers and Create Brand Loyalty

Today’s guest post comes from the Young Entrepreneur Council (YEC), an invite-only organization comprised of the world’s most promising young entrepreneurs. In partnership with Citi, YEC recently launched StartupCollective, a free virtual mentorship program that helps millions of entrepreneurs start and grow businesses. Question: What’s your favorite strategy for thanking your customers in a way that helps create brand loyalty? Always Go the Write Way “We send handwritten thank-you cards to each client immediately following a service. In the tech era, anything written by hand stands out. It shows you’re taking the time to appreciate their patronage the right way. Sincerity and gratitude […]

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12 Tips for Pitching Stories to Reporters

By on November 11, 2013 / Understanding Your Audience / Leave a comment

12 Tips for Pitching Stories to Reporters

Today’s guest post comes from the Young Entrepreneur Council (YEC) , an invite-only organization comprised of the world’s most promising young entrepreneurs. In partnership with Citi, the YEC recently launched #StartupLab, a free virtual mentorship program that helps millions of entrepreneurs start and grow businesses via live video chats, an expert content library and email lessons.  Question: Name one tip for pitching stories to reporters about an entrepreneurial venture. Pitch the Story Too “Journalists love to tell a story, so pitch them your startup story rather than just telling them about what your product is. Make it colorful and interesting so they […]

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Marketing to the Credit Union Member of the Future

By on September 30, 2013 / Events, Understanding Your Audience / Leave a comment

Marketing to the Credit Union Member of the Future

This post is part of our ongoing, occasional series on content marketing for financial services. Credit union leaders need to plan to connect with and serve a member base that’s more connected, diverse and engagement-oriented over the next several years, Mark Arnold of On the Mark Strategies, told attendees at the Louisiana Credit Union League Annual Meeting and Convention in August. Demographic changes mean credit union marketers will need to be open to new marketing strategies and tactics, if they hope to engage the member of the future. Consider these traits of the credit union member of the future that […]

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6 Marketing Tips that Stand the Test of Time

By on July 23, 2013 / Understanding Your Audience / Leave a comment

6 Marketing Tips that Stand the Test of Time

Today’s guest post is by Kimberly E. Stone, founder of POSHGLAM.com, an entrepreneur with a knack for recognizing creative talent and pinpointing successful fashion lines. She’s been featured as one of Black Enterprise’s Top 10 Women of Power under 40 and continues to set the standard for social media in the Fashion 3.0 realm. Consumers rely primarily on their instincts when they form brand alliances — instincts that are not so different than the ones that got us all through high school. Here are six golden rules for modern marketers pulled right from a high school yearbook: 1. Popularity Rules In […]

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Cut the Jargon: How to Strip Insider Lingo from Your Customer Communications

By on July 17, 2013 / Understanding Your Audience / Leave a comment

How to cut the jargon from your customer-facing copywriting

At Reputation Capital, we’re marketers who create a lot of content. White papers, blog posts, case studies, website copy, webinars and more — and almost none of  it is about marketing. We create content for companies in all kinds of industries, including insurance, HR technology, healthcare and consulting. You name it, we create it. One of the benefits of writing and creating other content about an industry from a journalist’s perspective — that is, as a third-party researcher who doesn’t work in the industry every day — is having an unbiased perspective on industry jargon. I see insider lingo everywhere: […]

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Healthcare IT Marketing: Think Like a Doctor to Get One’s Attention

By on June 17, 2013 / Understanding Your Audience / Leave a comment

Healthcare IT Marketing: Think Like a Doctor to Get One's Attention

This guest post is by Emily Paulsen, who writes about health and healthcare for publications, healthcare organizations and government agencies. If you’re marketing a healthcare IT product — say an electronic health record system or a mobile health tool — you’re trying to get the attention of physicians. Even if your contact is the practice or office manager, you still have to sell the clinicians on the value of your product — and that’s no easy task. Clinicians are tough customers, and you’ve got some pretty tough competition for their attention— namely, their patients. And that’s how it should be. […]

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B2B vs. B2C Marketing: 6 B2B Content Blunders to Avoid

By on April 22, 2013 / Understanding Your Audience / Leave a comment

B2B vs. B2C Marketing: 6 B2B Content Blunders to Avoid

If you try to sell a business solution the same way you’d sell a car, you’ll drive your customers away. There are some major differences in B2B vs. B2C marketing that you need to take into account when you’re creating content for your company. Consider these six major elements that just won’t work well with a B2B audience: Strong Emotional Appeals B2B buyers are thinking more rationally and less emotionally than B2C buyers. They care less about how you’re making the world a better place and about your vision for the future and more about how you’re going to provide […]

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Live from SXSW: What is the Database of Affinity? — Part 2

By on March 13, 2013 / Events, Social Media, Understanding Your Audience / Leave a comment

Live from SXSW: What is the Database of Affinity?

This is my second post on Forrester Vice President and Senior Analyst Nate Elliott‘s Sunday session “Affinity, Intent and the War for Marketing Dollars”  at SXSW Interactive. Read “Live from SXSW: What is the Database of Affinity? — Part I” for the rest of the story. It’s not the ads on social media sites that present real value for marketers, it’s the data people are sharing through their “likes,” posts and other interactions on those social sites, says Elliott. In the next five years, someone is going to seize on this data and take advantage of the database of affinity […]

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