9 tips to improve your email marketing program

Email marketing is a fantastic, low cost, high return lever for marketers. Unlike most marketing channels, email can create valuable, personal touches at scale. This blog is the first in a series to help you with your marketing planning for 2025. Why focus on email marketing? It checks all the boxes! – Creates brand awareness – Generates leads & sales – Builds a connection with customers – Increases website traffic – Offers customer targeting opportunities – Provides…

11

Sep 2024

By Laura SheridanBlog

The golden brand. What the Olympics got right.

The 2024 Olympics won gold. Viewership numbers for TV and digital broke records. 30 million people tuned into NBC Universal’s platforms each day, which is a 74% increase over the 2020 Olympics in Tokyo. Marketers can learn a lot from the Olympics’ success. Lesson #1: Create a community. The Olympics bring people together. People feel a sense of social connectedness through a common goal. Being part of a community can make us feel as though we…

12

Aug 2024

By Laura SheridanBlog

Before you sign that digital marketing contract…

Today, businesses and organizations increasingly turn to digital marketing firms to achieve that elusive first-page ranking and gain a competitive edge. Many of our clients tell us that digital marketing firm contracts are overly complicated and full of gobbledygook! The goal is to build a long-term relationship with a marketing partner. Start off on the right foot by using this primer to help you make sense of a digital marketing firm’s contract. Most digital marketing contracts include…

26

Jun 2024

By Laura SheridanBlog

How to Hire a Digital Marketing Agency

Just last week a client asked if his manufacturing company engaged the right digital marketing agency. It’s a question I’m often asked. Your business has different goals, strengths, customers, and resources than every other company, even ones in your industry. Hiring the same agency your board member or friend did could be a mistake as your business’ needs are likely different. Digital marketing agencies offer a menu of services including digital advertising, search engine optimization (SEO), content marketing, social…

19

Mar 2024

By Laura SheridanBlog

2023 Year-End Marketing Checklist

As the year draws to a close, your plate is likely overflowing. That’s why we crafted this concise end-of-year marketing checklist to make sure you kick off 2024 with confidence. This checklist is about the 3 P’s that are critical to your 2024 marketing strategy: People, Performance, and Partners. #1: PEOPLE. Your customers and employees are at the center of your success. Understanding your customer – their wants, needs, shopping and buying behaviors, and online habits…

13

Dec 2023

By Laura SheridanBlog

Where’s your customer?

Before you sign off on your 2024 marketing plan, pressure test it by checking to make sure it has your customer at the center. Your customer should be at the heart of what you do. Whether it’s signing a new business partnership, choosing keywords for an email newsletter, or building your product roadmap, your first step should be making sure the decision is good for your customer. That means you need to understand your customer. How…

06

Dec 2023

By Laura SheridanBlog

1 Tip for Better Communication

I’m often asked by clients how to communicate news, good and bad, to employees, customers, and partners. The answer can be summarized in one sentence: be honest, and true to who you are. Two recent events are great examples of the power of being candid with your stakeholders. Real Life Example #1: The NFL When Buffalo Bills safety Damar Hamlin collapsed on the field a couple of weeks ago during Monday Night Football, National Football League executives…

19

Jan 2023

By Laura SheridanBlog

Year-End Marketing Checklist

Now’s a great time to reflect on the past 11 months and evaluate the impact of your marketing on your business results. Patterns may reveal themselves about your team or your clients. What worked and what didn’t? Here’s a checklist to help you evaluate your marketing’s effectiveness and plan for a successful 2023. MARKETING CHECKLIST #1: Marketing Team Do you have the right internal talent in the right positions to accomplish your goals for 2023? If…

30

Nov 2022

By Laura SheridanBlog

US Open: Why its marketing is a grand slam

I wasn’t planning on watching night after night of the US Open. Something about it lured me in. I wasn’t the only one. More than 2.7 million people were glued to their seats to witness Serena Williams’ victory over Danka Kovinic in her farewell tournament – up 279% from last year and the largest opening round audience since ESPN aired the tournament in 2009. Serena’s retirement and excellent marketing drove this massive rise in viewership. There…

07

Sep 2022

By Laura SheridanBlog

Featured in Crain’s Cleveland Business by Laura Sheridan, President of Viva La Brand: Five hacks to connect with your customers

Really understanding your customers is fundamental to realizing the greatest return on investment from your marketing and advertising. Here are five hacks to uncover insights that enable you to connect with them. Hack No. 1: Conduct primary customer research. You need to hear from your most loyal customers, your least loyal customers, your newest customers and your most profitable customers. Call them. Better yet, engage a third-party research firm to interview them. A third-party firm will…

15

May 2022

By Laura SheridanPress