What Ford Reminded Me About Being A Marketer

Sylvia Anderson, B2C/B2B Writer

I have a secret.

Well, it’s not really a secret, at least not after sharing this blog with you. Let’s start with some backstory…

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Topics: marketing strategy

What Makes Your Brand YOU?

Sylvia Anderson, B2C/B2B Writer

“A brand is more than just a tagline.”

Any savvy marketer would say, “Well, duh.” It’s a mistake to think your brand “is” an attribute, like a logo, product/service, or a name—even though certain brands garner great recognition and respect based on name alone (e.g. Apple). Unfortunately, it still happens and is one of the missteps Darren Gurr discusses in his article, “The 5 Enemies to Building a Relevant Brand.”

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Topics: marketing strategy

Selling A Burger To A Vegetarian

Bari Cener, Director of Client Services

bacon cheese burger, with all the fixings, on a white backgroundAs marketers, we talk about audience as the foundation of all marketing campaigns. Who we’re talking to, why we’re talking to them, when we’re talking to them—it all goes into the mix, not just for building an audience, but for defining and refining a target audience.

Recently, I had an epic fail.

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Topics: marketing strategy

Fast, Good, And Cheap: Pick Any Two

Bari Cener, Director of Client Services

No, that’s not the headline of my Tinder profile.

Fast, good, and cheap is my wish list of every deliverable I’ve ever asked for, and will continue to ask for. Get it to me fast. Get it to me good. And don’t make me pay a lot for it.

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Topics: marketing strategy

How To Get SMEs To Write For Your Biz Blog—On A Budget (Or Lack Of One)

Shina Neo, Editorial Manager

Blogging is a key part of a company’s content marketing strategy, at least it should be. From the effectiveness of compounding content to sales enablement perks, a business blog wields powerful influence for success.

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Topics: marketing strategy

The Psychology Of Testimonials

Ilene Rosenthal, Owner & CEO

When was the last time someone said something nice about you or your business? It felt good, right? Now, think about how influential those complimentary comments could be if they were part of developing your business persona through the eyes of your biggest supporters.

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Topics: marketing strategy

Bottom-Funnel Content: Completing The Conversion Narrative

Shina Neo, Editorial Manager

If you’ve tightened up your middle of the funnel (MOFU) content based on last week’s recommendations, you’re well on your way to completing your journey down the conversion funnel. You’ve laid all the groundwork with top of the funnel “awareness and education” content (TOFU) and moved prospects further down the funnel with MOFU’s continued education and solution-focused materials.

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Topics: marketing strategy

Why Top Of Funnel Content Is No Place For “Buy Now”

Shina Neo, Editorial Manager

In last week’s blog, my colleague Bari Cener spoke about the stages of the sales funnel and how to effectively navigate from one to the next to optimize conversions. Progression through the funnel makes a lot of sense on paper—and the title of her blog, “A Blueprint For Creating A High-Converting Sales Funnel,” was an accurate way to explain how to set yourself up for success.

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Topics: marketing strategy

A Blueprint For Creating A High-Converting Sales Funnel

Bari Cener, Director of Client Services

The buyer journey is not a path that can be scripted. Each consumer’s experience is unique. However, your strategy to converting sales heavily influences where targets end up.

Will they wander off the conversion path or make it through each stage to ultimately become a customer?

Sales success depends on how effectively you guide consumers through the sales funnel. You can pump out creative content all day long--and even find success attracting website visitors by doing so--but if your efforts fail in navigating consumers to the next stage, your marketing will fall short of achieving optimal results.

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Topics: inbound sales, marketing strategy

I Put Spanx On For This?

Bari Cener, Director of Client Services

 A few years ago when I started at White Space, a friend sent us a promising lead. A growing telecom company needed marketing strategy and execution support.  

Ilene and I had just returned from Hubspot’s annual INBOUND conference and we were pumped. The ideas were flowing as fast as our adrenaline. Our initial phone calls with this company were lengthy, lots of indications that we had what they needed, and our meetings were peppered with the appropriate amount of humor.  

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Topics: marketing strategy

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