In 2010, the trendy clothing giant H&M learned a hard lesson about reputation management. When a rather large cache of torn, slashed and mutilated garments found in a dumpster outside one of the company’s stores it made news in a bad way. Ultimately, it led to a revelation that the firm promoted a less than politically correct practice of rendering returned clothing unwearable instead of donating it to charity. Thousands took to social media to share the story, eventually garnering widespread coverage from mainstream media, as well. It took some time for the company to respond. They tweeted simply, “It won’t happen … Continue reading The Critical Importance Online Reputation Management →
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Content marketing is an essential aspect of organic lead generation and attracting sales. In the end, businesses have two options, buying online ads on search engines and social networks or earn traffic by creating content. The advantage of content marketing is the self-sustaining relationship between content, SEO, and social media. A well-written article can feed its own popularity and boost your brand’s authority. However, a statistic every business and marketer must understand is 60 to 70 percent of content goes unused. If an article does not generate search engine click-throughs, comments, social shares, likes, retweets, or linkbacks, then it is worthless. The job … Continue reading How to Make Content Marketing Work for You →
Increasingly, marketers across industries are beginning to embrace inbound marketing as the best philosophy to attract their target audience and grow their business. Content-based marketing allows for a more organic promotion of your brand, while lead generation sends contacts into your database that you can nurture toward becoming customers more easily. But inbound marketing, as the above suggests, is also complex. Jump into it without strategy, and you risk getting confused and ending up with a strategy that won’t actually help your business. If you’re just getting started in switching your marketing strategy to an inbound-focused variety, where should you focus your … Continue reading So Where Should You Focus Your Inbound Marketing Efforts? →
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