FedEx. Commentators are forever saying how dumb corporate name and logo changes are. Well, they're clueless. As with anything else, name changes range from dumb to brilliant and everything in between. Adopting the viral conjunction "FedEx" allowed Federal Express (FDX) to capitalize on its leadership in express mail while diversifying into ground and other business services. It was brilliant. And its advertising has been groundbreaking, as well.
Marketing has changed more in the past 10 years than it had in the previous 100—launching us out of the age of TV spots and print ads and into the age of websites, online video, social media, and Google. Consumers today are connected to the web 24/7—U.S. adults now spend upwards of 6 hours per day consuming digital media, and that doesn’t count those whose jobs are internet-dependent.
What's the relationship between your marketing plan and your business plan or vision statement? Your business plan spells out what your business is about--what you do and don't do, and what your ultimate goals are. It encompasses more than marketing; it can include discussions of locations, staffing, financing, strategic alliances and so on. It includes "the vision thing," the resounding words that spell out the glorious purpose of your company in stirring language. Your business plan is the U.S. Constitution of your business: If you want to do something that's outside the business plan, you need to either change your mind or change the plan. Your company's business plan provides the environment in which your marketing plan must flourish. The two documents must be consistent.

This Texas-based company was founded in 1999 and has evolved to help their mostly small business clients adjust their marketing strategies to seemingly ever-changing trends. They focus on SEO, PPC, and social media marketing. The team of 6+ has experience with clients from a range of industries, including consumer products, healthcare, hospitality, and information technology.

You might remember a time when keywords seemed to be the end-all, be-all of content. Writers and editors would twist themselves into knots trying to get the right keyword in a blog post the right number of times. These days, the focus is more on the reader and less on keyword stuffing. BUT, content marketing keywords still matter. Here’s how and why you can use them to take your content marketing to the next level.


“It’s easy for an agency to double their revenue by becoming full-service. But Hanapin’s goal isn’t to double what we make from each client; our goal is to double what clients make from us. We do this by solving pressing problems with a unique blend of people and technology. This focus allows us to stay ahead of industry changes and drive goal-crushing results for complex businesses.”
" Their level of sophistication in terms of design profile is strong, and it’s definitely a distinctive factor about Crowd, compared to other designers and agencies I’ve worked with in the past. They have a good sense for sorting through the clutter and figuring out what’s right for my project. " - Director of Marketing, San Francisco commercial development

Thanks Asim! I know agencies still list themselves on local directories even though they are providing services nationwide or globally. So even if you don't have a physical store or place that customers go, that can still be listed to get those directory listings. If you have no address at all, it would be better to focus on niche-specific directories as opposed to local directories. But I'd only go for those that appear in search results for keywords that you are targeting or ones that are linked to reputable organizations in your industry.

To bring some clarity to the global agency marketplace, Agency Spotter has put together the 50 largest marketing agencies according to estimated yearly revenue. This list represents the 50 biggest agencies and not the agency networks or groups like WPP, Publicis Group, Dentsu Inc, Interpublic, and Omnicom Group. If you’re looking to find your next marketing partner, keep in mind that the most helpful agency may not be the biggest or most well-known one your budget can afford you… Thankfully, Agency Spotter allows you to search for an agency by size.

Today’s buyers are tech savvy, and want to find the best products and services at the best prices. You better believe they are going to shop around until they find what they feel is the best deal. If your business isn’t utilizing the latest technology and as many channels as possible to reach your target audience, you risk not being found in today’s online market.

HUNTER is a digital marketing and online optimization agency located in New York, NY. Founded in 2010, HUNTER is expert in SEO, PPC, social media marketing, digital strategy, and conversion optimization. The team of nearly 10 employees works with businesses ranging from e-commerce retailers to start-ups to established brands. They're committed to supplying clients with the digital marketing techniques that get the results they need to succeed and stand out in a crowded, competitive environment.
A marketing plan requires the involvement of all levels of management in the planning process. So, sharing a Marketing plan proposal among executives helps ensure that everyone is on the same page. Smooth communication and a common path for a cross-functional team are really essential. This will also help reduce the number of conflicts among individuals and departments.
Social Diva Media is a boutique agency creates digital campaigns and integrated web strategies. Founded in 2009, Social Diva Media specializes in social media marketing, mobile app marketing, and digital strategy. Comprised of fewer than 10 employees, Social Diva Media is a full-service agency that uses outreach, engagement, and analytics to deliver quantitative results to its clients. 
In the traditional use of these terms, there was a real difference. Agencies were typically made up of a collection of “agents,” or independent individuals who operated under one brand for their own marketing and support services. Think about insurance agents who all sell State Farm services but run their own separate businesses. The same is true for real estate agencies and investment services. All sell one brand’s services, but in the traditional sense act as their own companies doing so. Firms, on the other hand, tended to include individuals all working for the same company as employees (or partners). Yet, this hasn’t been the cases in marketing for several generations.

Niswey provided digital marketing services for a web development company that was looking to raise brand awareness and increase sales. The team at Niswey implemented social media marketing, targeted ads, and persona validation in order to meet the client's needs. The firm also provided graphic design and marketing collateral for the client, who's now generating about 30 new sales a month. The campaigns yielded a 90% conversion rate overall.

Our cutting-edge, targeted solutions help you attract the right customers, convert leads and grow your business. How do you know your marketing program is efficient and cost-effective? Straight North, a top Internet marketing company, creates measurable marketing campaigns — tracking every click, every call, every lead — so you know that your advertising dollars are working hard to bring you more business.
Do you want to create a strong brand for yourself or your business? If so, you need to think of the one keyword phrase that sums up your core offering and make sure it's what you use everywhere you go, online and offline. I don't mean in the anchor text kind of way, but in more of a "I am a freelance writer" or "Moz is a marketing analytics software" kind of way.
Content is all of the written words used to convey your brand, from the copy on your site to the landing page users arrive at, to the blog posts, newsletters and emails you write. But it’s not just having content that matters, it’s having quality content that is consistent. Content marketing is about providing useful information to your customer base. It’s not about selling but about informing.
You may be a sales genius and love selling and creating advertising pieces. Though, no matter how good you are, there are many channels and factors to master in this area of business alone. It’s hard to be a true master on top of all these trends and best practices, and run the business and raise funds well too. Your time may be best spent on other higher level tasks. Even in the beginning your time will be better spent simply closing hot leads than on marketing material.

IBM. I never thought I'd say this, but the evidence is irrefutable. When Big Blue avoided bankruptcy by combining its hardware, software and consulting businesses to become the world's first vertically integrated IT services e-everything company, by creating a ginormous market out of thin air, IBM (IBM) became a de facto marketing company and an awesome one at that. After all, who doesn't want a smarter planet?
A restaurant chain hired Imagine Media Consulting for their social media marketing services. Imagine Media Consulting managed the client's social media posting schedule and their e-blast programs. The restaurant chain's social media followers and engagement increased due to Imagine Media Consulting's work. The client felt that their team was easy to work with and appreciated their sense of humor.
Every Houston business is different, so your web marketing strategy should be, too. There are no cookie-cutter strategies here! We'll work with you to figure out what your business would most benefit from, and build our strategy around that. Whether you just need an SEO campaign or a combination of multiple of the below, you'll fit with us here at Thrive.
This introductory section contains an overview of your situation as it exists today and will provide a useful benchmark as you adapt and refine your plan in the coming months. Begin with a short description of your current product or service offering, the marketing advantages and challenges you face, and a look at the threats posed by your competitors. Describe any outside forces that will affect your business in the coming year--this can be anything from diminished traffic levels due to construction if you're a retailer or a change in law that could affect a new product introduction if you're an inventor, for example.
Marketing plans and strategies are often used interchangeably. This is because a marketing plan should not exist without the overarching strategy as a framework. In some cases, the strategy and the plan may be incorporated into one document particularly in smaller companies that may only run one or two major campaigns in a year. However, the plan outlines marketing activities on a monthly, quarterly or annual basis. The marketing strategy outlines the overall value proposition.
In an earlier example we considered a case where “inexpensive widgets” had 10 times the search volume of “high quality widgets.” Nevertheless, some widget makers would completely ignore the higher volume term in their keyword strategy because they do not want to be perceived as low price or cheap. In many cases this thinking is shortsighted. If a widget maker captures demand (i.e., attracts traffic) for the “inexpensive” keyword, it has captured a lead – one that can be sold on a high quality product. without the traffic, there are no opportunities to upsell.
For instance, if you are the owner of a hair salon, you may choose to search the term “sulfate-free,” which is a trending topic in the beauty world. For those of you who are in the beginning stages of search and email marketing keyword research, the most useful pieces of information are the number of times the term has been used and who has been using it.
The final section of your plan includes a brief breakdown of the costs associated with each of your tactics. So if you plan to exhibit at three trade shows per year, for example, you'll include the costs to participate in the shows and prepare your booth and marketing materials. If you find the tactics you've selected are too costly, you can go back and make revisions before you arrive at a final budget.
Targeting: Evaluate the attractiveness of the customer segments and the projected commercial success. Choosing your segments wisely is really important. One segment might be more financially stable than another at the given moment in time, but maybe in a few months’ or years’ time this segment changes. We need to anticipate where our customers are and customize our product and communication accordingly.
Buyer personas are fictional representations of your ideal customers based on demographic data, online behavior, and your educated speculation about personal histories, motivations, and concerns. For example, you may define one of your personas as VP of Engineering Vince, a business executive who cares most about cost and long-term support. A second persona could be Engineer Elliot, an engineering manager or senior staff engineer who is an expert in your technology area and wants to do a deep dive into the technical capabilities of your product or how you deliver a service. Elliot greatly influences Vince, but Vince makes the final decisions. Vince and Elliot have very different concerns.
Paid search is another crucial tool of digital marketing. Take, for example, Google AdWords, the dominant platform for pay-per-click (PPC) advertising. Basically, you get ad space on SERPs, and Google gets paid whenever someone clicks on your ad. It’s a great way to complement search engine optimization (SEO) tactics, especially if your business is new and you want to see instantaneous returns on your marketing budget. AdWords is a highly flexible and measurable tool, and you can expect profits to outpace costs as you continue to increase your budget.

Mediaforce helped a health clinic create and execute a digital marketing strategy. They assisted with SEO and social media marketing, as well as redesigned the clinic’s website. Mediaforce also trained the clinic's staff so they knew how to maintain the website. After working with Mediaforce for two years, the health clinic has seen a high return on investment (ROI).
How are client collaboration and communication handled? Expect a response like, "You'll be assigned a day-to-day point person who will report to the No. 2 person on your team. Your day-to-day contact will be responsible for all communication, but all members of your team receive all two-way communication. You'll also be communicating with the VP on your business in your monthly client meetings. Collaboration begins when you provide us with the necessary information we need to implement the program and then we work jointly on an as-needed basis. For example, if you're launching a new product at a brick-and-mortar outlet we would work with you from the inception of the marketing strategy to being present at the event." 
Jacob Zimmerem suggested that the definition should cover three dimensions: "customer groups" to be served, "customer needs" to be served, and "technologies" to be used.[6] Thus, the definition of IBM's "corporate mission" in the 1940s might well have been: "We are in the business of handling accounting information [customer need] for the larger US organizations [customer group] by means of punched cards [technology]."
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