Introduction: Lynk’s ‘ThinkTank Marketing’ Blog covers various aspects of marketing for small to medium size businesses.
Lynk is a strong proponent of educating clients on the basic principles of ethical, modern marketing techniques. We believe that knowledge is the ultimate key to success – and, with shared knowledge, we can work together as an unstoppable team capable of achieving great things for our clients.
Posted by Laurie Decosse, President, Lynk Marketing Solutions
Technological advances have traditionally been a crucial tool for the development and continuing success of any business. From the wheel, to the steam engine, to the automated assembly line, technical innovation and business growth have always gone hand in hand.
The advent of the internet was the beginning of a major technical revolution, and it has evolved to a point where it is no longer a simple means of convenience, but rather a controlling force in modern culture and business. Visibility and effectiveness on social media, search engine optimization and PPC (Pay per Click) campaigns not only control whether a business thrives, but if it even exists for all intents and purposes.
Many small to mid-size businesses owners find traditional marketing media (print, radio and TV ads) financially unrealistic and difficult to justify. In contrast, online marketing tools are accessible by almost anyone. On one hand, the medium is highly cost effective, targeted and measureable – on the other hand, it is infinitely more complex than traditional media.
Success of tech and software giants like Apple, Google and Facebook is proof that our society is driven by technology, and effective utilization of these online platforms is no longer optional – rather, integral for businesses of all sizes. Continue Reading »
An internationally-renowned branding strategist once defined brand equity as: ”a set of assets (or liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service…”
We like this definition because it emphasizes that branding can often be a double-edged sword; if a brand is poorly managed, it can become a liability instead of an asset. Branding that is inconsistent and/or out of touch with the needs of customers can have a significant negative impact on your business.
With that in mind, here are a few key points that can help you develop a strong, recognizable brand:
Know your customer. Always ensure your branding is focused on the mindset, needs and values of your target audience. Do your research and make sure you know everything possible about them.
Study the competition and your industry. Study your competition’s branding and positioning. What are their strengths and weaknesses? How are they marketing, and what are you doing that’s different? Do you see any new emerging trends in your industry? Technology and the internet has changed everything – stay on top of it, or you will get left behind. Continue Reading »