Unfortunately, many companies are focused on the immediate success of digital performance-based tactics while neglecting the brand identity that they worked so hard to build. This imbalance of focus means that many businesses risk damaging or even losing their brand identity. In today’s Plain Talk, we’ll discuss performance marketing vs. brand marketing. We’ll look at ways to strike the right balance between the short-term benefits of performance marketing and the long game—building a brand that will endure.

Several years ago, a marketing professional from a large company told me trade media simply wasn’t worthy of their marketing plan. Talking about their product in trade media before it was available to consumers didn’t make sense to them. They had a sales team to handle getting the word out. No offense to their team, but I’m sure they could use a little help. Trade media should be an ally and resource in your B2B communications mix. In today’s edition of Plain Talk, we’ll talk through the reasons that trade media relationships are a critical component of any marketing plan.

Now that TikTok has had time to prove that it’s in the game to stay, other social media channels are ready to compete in short-form video content—especially Instagram. In August 2020, the Facebook-owned social media app rolled out a new feature—Instagram Reels. Similar to TikTok, Instagram users can now create short-form, vertical videos to share on the platform. TikTok is starting to feel the heat. But are Instagram’s efforts enough to deter users away from TikTok? In today’s Plain Talk article, join us as we explore TikTok vs. Instagram. We’ll start reeling in how these two channels differ and how best to keep your head above water.

Recruiting applicants should be an easy process. You post a job listing, you send it out on all the major job platforms, maybe have your employees share it on social media, and you’re done. Right? Well, not exactly. As many business owners have experienced in 2021, hiring quality applicants is getting harder and harder. In this edition of Plain Talk, we’ll look at how to implement a great recruitment marketing strategy. Learn about the current landscape, what’s changed, and how you can fill the empty positions that are hurting your bottom line.

f you are like many companies, a return to normal means staffing up to pre-pandemic levels as we bounce back. However, in many business verticals, something’s different. People aren’t clamoring to take that job you have advertised on Indeed or LinkedIn. Recruiters are having challenges finding just the right candidate for you, and when they do find the right person, the candidate may have different expectations than what you are offering. If you are having trouble filling critical roles, from production and service jobs to executive roles, it might be time to ask if your company’s approach to recruiting is part of the problem. In today’s Plain Talk newsletter, we’ll talk about poor employer branding and recruitment marketing practices that are slowly starving businesses across the country and how to avoid them.

In today’s Plain Talk, we’ll look at the ensuing panic this faux statistic created and then separate fact from myth to get to the bottom of just how important optimizing for voice search is to your business.

Over the past 18 months, an entire industry built on convenience had to work diligently to make itself even more convenient­­—practically overnight. The addition of delivery services, click and collect, curbside pickup, and changes in store formats, websites, and loyalty programs all had to be executed in months rather than years, and all under steadily decreasing traffic for fuel. Many of the conveniences created and habits formed are expected to stick as increasingly, consumers are expecting brands to operate seamlessly across all retail channels. In today’s edition of Plain Talk, we’ll talk through the role evolving convenience store channels should play in your brand’s omnichannel marketing plan.

For traditional banks and credit unions that enjoy strong name recognition, the value of their name carries equity. For many years, this has been a fixed dynamic that isn’t lost upon anyone in the industry. Over the last few years, traditional institutions have had to compete more and more for customers with non-traditional entrants to the industry. Conventional wisdom has been that this disruption means that traditional institutions should begin investing more in technology. But what should it mean for their marketing investment? In today’s edition of our Compound Interest newsletter, we’ll look at the value of financial services branding for traditional banks and credit unions. We’ll explore why your focus on innovation can’t come at the expense of your brand.

According to the Center for Exhibition Industry Research, there were roughly 9,400 business-to-business trade shows in the U.S. in 2019. These trade shows, by some estimates, represented a $15 billion industry that was forecast to exceed $17 billion in 2021. More importantly, these shows routinely represent critical sales opportunities for businesses of all sizes. Then in 2020, COVID-19 came and not only wiped out the shows, but also the critical sales opportunities they offered. The climb back to trade show “normalcy” is predicted to be slow as shows and businesses scramble for virtual solutions to bridge the gap. In today’s edition of Plain Talk, we’ll discuss the past and future of trade shows and talk about whether the trade show of today or tomorrow will still be your business Super Bowl.

When we consult with our clients and evaluate their lead generation and other marketing practices, we often find that follow-through is their biggest challenge. Much like a great golfer takes a video of their swing and self-evaluates to improve their game, a company needs to frequently take an honest look at its marketing practices—the whole customer journey—and assess if the follow-through is lacking. In this edition of Plain Talk, we’ll give you a step-by-step guide to performing a customer journey analysis for your business.