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Should You Be Podcasting?

Many businesses are adding audio podcasting to the weapons in their marketing arsenal. Whether or not creating and maintaining a podcast to promote your business is worthwhile depends mainly on your capacity for creating new content, your budget, and the nature of your existing marketing. If you’re unfamiliar with podcasts, think of them as on-demand radio shows. Podcasts become more and more popular every year, and businesses can create podcasts to connect with consumers in a unique way. Creating…

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Optimizing a PDF for Mobile Devices

One of my clients is a political organization that wanted to distribute its recommendations to voters on Election Day. Traditionally, this would be a “punch card”—a pocket-sized piece of sturdy cardboard paper clipped from a mailer or a newspaper ad. But we had a short turnaround time and we wanted to do something a little more modern, so we came up with the idea of encouraging voters to use their phones in the voting booth and pull up this…

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Things to Consider When Making a Logo Symbol

My latest logo project was for a new organization called A to Z Consulting & Advocacy. Since the concept of “A to Z” has been used in many businesses and organization logos I wanted to be sure I gave this symbol plenty of thought to ensure its uniqueness. Things I consider to formulate a new idea: What’s been done before with similar components? What is special about this company—what is the company’s essence? How can I keep the overall look simple but impactful?…

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Two Easy Ways to Get Short Links

News broke yesterday that Twitter will most likely stop counting links and photos against the 140-character limit of every Tweet. The 140-character limit has inspired many workarounds such as screenshots of longer messages, but the innovation that has really taken off is the short link.   If you’re unfamiliar with them, short links are, well, short links. Rather than Tweeting a URL that might take up all of your space (http://rothstokes.com/2016/05/two-easy-ways-to-get-short-links/), you can convert it into a short link…

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Do You Need a Newsletter?

Does your company need to be doing email marketing? Does it need to send out a newsletter?   The answer, regardless of what kind of business you are engaged in, is almost certainly yes. In fact, many people think email marketing is the single most effective form of marketing or advertising.   Email marketing puts you directly into the inbox of people who have already indicated that want to hear from you (by giving you their email address). Staying…

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Anatomy Of Great Marketing: The Oreo Eclipse

This is an entry in an ongoing series of looks at successful modern marketing campaigns.    Social media has caused an explosion of “real-time marketing”—that is, marketing done in conjunction with unrelated, independent, or unexpected events. For example, a commercial during the Super Bowl might be about football, but a real-time marketing campaign could react to something that actually happens during the Super Bowl—”Peyton Manning fumbles the football! Don’t fumble your dishes… clean them with Dawn dish soap!”   Though real-time marketing…

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Direct Your Clients to Your Facebook Page On the Mobile App With This Useful Tip

You’re a business owner who’s all over marketing; you know how important social media is, and you’re always encouraging your customers to Like you on Facebook and to share and engage with your posts.   But you probably also realize how difficult it is to get people on the internet to do anything that involves more than two steps (at most!). So you want to make it as easy as possible for them to engage with your social media…

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Why Your Mobile Site Needs Google AMP

Studies show that 40% of people browsing the internet on their phones will leave a website if it doesn’t load within three seconds. Three seconds! That’s why it’s so important to optimize your site to load quickly on mobile phones. The problem is that much of the web is still stuck in the pre-smartphone era. Websites designed for desktops, with their slideshows, ads, and sidebars, struggle to fit onto a small screen. What’s more, web developers usually load other elements onto the…

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Search Engine Optimization vs. Search Engine Marketing

What’s the difference between Search Engine Optimization (SEO) and Search Engine Marketing (SEM)? Both fall under the umbrella of digital marketing, and though they are often confused with each other, they refer to starkly different things. The easiest way to think about how they are different is one word: advertisements.   Organic Results & Paid Results   When you conduct a search on a search engine, the results you see can be divided easily between Organic Results and Paid…

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How to Get People to Actually Read Your Emails

  Whether you’re sending out a newsletter, doing some email marketing, or just trying to get a colleague to respond to you, you’ve surely experienced the perils of writing an email. How do you say the exact right thing, in the exact right way, to get the exact response you’re looking for?   The art of crafting the perfect email is, well, just that—an art. There is no science behind it, and different people respond to different things. Still, there are…

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