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Building Buzz: How to Spark Word-of-Mouth Marketing

Posted In MARKETING

Word-of-mouth advertising is 10 times more effective than a traditional ad, asserts Jonah Berger, a marketing professor and author of Contagious: Why Things Catch On. But, contrary to popular belief, less than 10 percent of those sought-after personal recommendations happen online. What makes people likely to talk about your business and share your digital content [...]
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4 Hints That Your Target Market Is Moving (And How to Follow It)

Posted In MARKETING

You identified your target audience when you drafted your business plan, but perhaps since then the market has shifted in ways you didn’t anticipate. In fact, the customers you originally sought may differ greatly from those you attract today. How do you know? Here are four clues your target audience has changed, along with some [...]
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6 Mobile Marketing Tips for Your Small Business

Posted In MARKETING

Nine out of 10 adults in the U.S. has a cell phone — and more than half of those devices are smartphones. The question isn’t whether you should adopt a mobile marketing strategy; it’s what are you doing to reach people who live and die by their mobile devices? Here are six tips for connecting [...]
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Want to Earn More Green? Use the Psychology of Color

Posted In MARKETING

Want to really influence people with your marketing efforts, give some serious thought to the colors you use in everything from advertisements to in-store promotions. Why? Consumers cite color as the reason they buy [PDF] something 85 percent of the time. What’s more, color improves brand recognition by up to 80 percent, and color ads [...]
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Mari Smith on Building Facebook Engagement for Small Businesses

Posted In LEADERSHIP PROFILES

Mari Smith, a Canadian-born Scot who currently lives in San Diego, is widely respected as a social media leader, particularly when it comes to Facebook. She’s the author of The New Relationship Marketing and co-author of Facebook Marketing: An Hour a Day. She’s also one of the top 10 “social media power influencers,” according to [...]
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Barking Up the Right Tree: How PetFlow Went From Zero to $50 Million in 3 Years

Posted In BUSINESS PROFILES

Fifty million dollars worth of pet food is a lot of kibble to deliver. But that’s what PetFlow, a New York City-based startup, expects to do this year. Founded by veteran online marketing execs Joe Speiser and Alex Zhardanovsky, PetFlow brought in $1 million in revenue its first year and closed out 2013 with $39 [...]
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Cater to How Customers Communicate for Greater Marketing Success

Posted In MARKETING

Your customers obviously share an affinity for your business and its goods or services, but they differ in how they communicate. Their methods these days include texting, email, phone, and face-to-face networking. Understanding your customers’ styles and preferences — and aligning your marketing strategy accordingly — helps you foster stronger relationships and encourage greater sales. [...]
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How a Duo Turned a Food Blog Into a Niche Retail Business

Posted In BUSINESS PROFILES

It all started seven years ago with a chance meeting on Thanksgiving in an Oakland, Calif., kitchen. Yoko Kumano, who lived in Tokyo at the time, and Kayoko Akabori, who lived in New York City, decided to start a food blog together. “I knew I wanted to upload something every day, but I didn’t want [...]
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