Designs are more than subjective interpretations of what looks good and what doesn’t. There are many different principles that contribute to making a design truly good. On today’s episode of Marketing Matters, Morgan and Sarah will be discussing design principles. We’ll focus on the Gestalt principles and how you can incorporate them to improve designs, without formal design training, and questions to ask yourself to gain the best feedback. Tune in to learn how to make sure your designs...

The rise of TikTok and YouTube has seen an explosion of growth for the influencer industry. However, using an influencer in your marketing strategy is more complicated than many people think. On today’s episode of Marketing Matters, Morgan and Sarah will be discussing influencer marketing. We’ll focus on what makes influencer marketing so effective, as well as tips on how to get started. Tune in to learn how to leverage influencers to boost all the stages of your marketing...

Podcasting is a complicated, expensive, and time-consuming process. But in a world with so many podcasts, how do you make yours stand out amongst all the noise? On today’s episode of Marketing Matters, Morgan and Sarah are joined by Greg Dunn, Marketing Coordinator at EnerACT Energy Services, to discuss podcasting and how to navigate the twists and turns of creating a podcast. We’ll focus on all of the different aspects that go into creating an effective podcast and finish with some...

Video makes up 65% of all content online, but how can one format account for such a large percentage of content on the internet? There are many different types of videos, all of which have different strengths when trying to achieve specific outcomes. On today’s episode of Marketing Matters, Morgan and Sarah discuss videography for marketing. We’ll focus on all the different types of videos within B2B marketing along with their strengths and weaknesses. We will end with some budget-friendly...

Your typical consumer journey is going to differ whether you work in a B2C business or a B2B business, but why? What makes the traditional consumer journey effective sometimes and the account-based/inbound journey effective at other times? On today’s episode of Marketing Matters, Morgan, and Sarah are discussing the marketing funnel and how the B2B funnel may look different from your typical B2C funnel. We’ll focus on the different aspects of each funnel, as well as how to implement the...

The psychology of marketing is often overlooked, but the truth is that people act on instinctual behaviors. Learning how to harness the power of these biases can contribute to major growth of your business. On today's episode of "Marketing Matters," Morgan and Sarah are discussing what consumer behavior is and how you can implement different aspects into your marketing strategy. We'll discuss a few different biases that humans have, and give examples of how they are seen in businesses...

You have been pushing out advertisements for a while now but your business and sales aren’t growing. Sound familiar? In order to pinpoint what you are missing, you need to understand all the aspects of marketing and how each one brings value to your business.  On today's episode of "Marketing Matters," Morgan and Sarah are discussing what marketing is and everything that it encompasses. We'll focus on how each aspect of marketing is different and how they work together to help achieve...

So, you have a sales team— but you can’t seem to close with any of your potential clients OR the sales process feels particularly hard. Why? In a day and age where information on any company is available at the push of a button, it is vital to understand why content marketing drives business.  On today's episode of "Marketing Matters," Morgan and Sarah are discussing the key aspects of content marketing and why it is effective in the B2B business world. We'll focus on what content is and...

We’ve all been there—an inbox full of unwanted emails that are immediately deleted. To avoid the virtual trashbin, it’s vital to know the fundamentals of effective email marketing. On today’s episode of Marketing Matters, Morgan and Sarah are discussing the key aspects of email marketing, so you don’t become the very thing you avoid: an annoying marketing email. We learn how to bring value through emails, then test and segment to improve your strategy. Tune in to learn how to make your...

When credibility matters (like it always does in B2B marketing), who is spreading the message matters just as much as what they are saying. That is where paid, owned, and earned media comes in. On today’s episode of Marketing Matters, Morgan and Sarah are diving into the powerful trio of paid, owned, and earned media. We break down what each term means, why these distinctions are vital for your media strategy, and the pros and cons of each type. Join us today to tailor your media strategy...

In today’s data-driven world, understanding the performance of your marketing efforts is crucial for success – but how do you know if your marketing is driving results? Join Morgan and Sarah on this episode of Marketing Matters, as they dive deep into the world of marketing analytics and explore the art of benchmarking. They introduce what benchmarking is, why you should do it, and how to get started from ground zero. Whether you’re a seasoned marketer or just beginning, this episode will...

Welcome back to Marketing Matters! On this episode, Lina and Sarah sit down to discuss the burning question: can artificial intelligence really help with your marketing? With so many different AI platforms claiming to perform magic, how can you be sure that AI is truly useful? Join us as we dive into the various AI platforms, their usefulness, and their pitfalls. Whether you’re an active AI user or just hearing about it, you’ll learn what AI is, and the key advantages and disadvantages of...

Marketing Matters is back! Welcome to the first episode of season 3, where Lina and Sarah discuss one of the most critical aspects of any successful business: managing your budget. With so many things demanding your money as a business owner, how do you find space in the budget for effective marketing? In today’s episode, we’ll explore practical strategies and best practices for managing your marketing budget. Whether you're just starting or a seasoned marketer, you'll discover valuable...

In today’s episode of Marketing Matters, Lina Adams and Sarah Roberts discuss which comes first – the chicken (aka sales) or the egg (aka marketing). Marketing and sales exist as two separate funnels, but they work closely together. Knowing which to focus on first when growing your team can be difficult. Lina and Sarah discuss the importance of defining business objectives upfront to determine which area needs your attention.    Highlights: Marketing and sales are more like cousins than...

In today’s episode of Marketing Matters, Lina Adams and Sarah Roberts discuss which comes first – the chicken (aka sales) or the egg (aka marketing). Marketing and sales exist as two separate funnels, but they work closely together. Knowing which to focus on first when growing your team can be difficult. Lina and Sarah discuss the importance of defining business objectives upfront to determine which area needs your attention.    Highlights: Marketing and sales are more like cousins than...

In today’s episode of Marketing Matters, Lina Adams and Sarah Roberts sit down to discuss the differences between B2C (business-to-consumer) versus B2B (business-to-business) marketing. They begin by defining B2C and B2B marketing and then discuss why the two need to be treated differently within the business world. Then, they explain the contrast between account-based marketing and inbound marketing within B2B marketing.     Highlights:  The difference between B2C and B2B...

In today’s episode of Marketing Matters, Lina Adams and Sarah Roberts sit down to discuss the differences between B2C (business-to-consumer) versus B2B (business-to-business) marketing. They begin by defining B2C and B2B marketing and then discuss why the two need to be treated differently within the business world. Then, they explain the contrast between account-based marketing and inbound marketing within B2B marketing.     Highlights:  The difference between B2C and B2B...

It’s conference season. Whether you’re attending or exhibiting, there’s so much more to a conference than just being there. In this episode of Marketing Matters, Lina and Sarah break down the various things you should do before, during, AND after the conference to maximize your marketing efforts.   Highlights: How to set event goals Don’t forget about your current clients Does your business need a large booth? Or do you even need a booth at all? Should you get a speaking slot? Follow...

It’s conference season. Whether you’re attending or exhibiting, there’s so much more to a conference than just being there. In this episode of Marketing Matters, Lina and Sarah break down the various things you should do before, during, AND after the conference to maximize your marketing efforts.   Highlights: How to set event goals Don’t forget about your current clients Does your business need a large booth? Or do you even need a booth at all? Should you get a speaking slot? Follow...

Lots of companies get stuck after step 1 – building a website. But, just because you have a website doesn’t mean you’ll automatically get any visitors. It’s not 1992, after all! So, how can you start generating web traffic in 2023? Join Lina and Sarah on today’s episode of Marketing Matters to discover the importance of maintaining an effective website. They discuss the role of a website for your business (especially if you're business-to-business or B2B) and its significant effect on your...

Lots of companies get stuck after step 1 – building a website. But, just because you have a website doesn’t mean you’ll automatically get any visitors. It’s not 1992, after all! So, how can you start generating web traffic in 2023? Join Lina and Sarah on today’s episode of Marketing Matters to discover the importance of maintaining an effective website. They discuss the role of a website for your business (especially if you're business-to-business or B2B) and its significant effect on your...

On this episode of Marketing Matters, Lina and Sarah sit down to discuss the keys to creating marketing messages that speak to YOUR clients. They explain the importance of utilizing B2B messaging rather than B2C, as well as the necessary steps to create a quality marketing message.   Highlights: Don’t message like B2C Your core marketing message should be grounded in your future objectives Be value-oriented and customer-centric How to balance between being responsive and being...

You set your business goal in December. It's January, and you're ready to start working on achieving it. But how? Marketing. In this episode, Lina and Sarah explain how marketing goals can and should help you achieve your business goals. Be sure to tune into this episode!   Highlights: You set your business goals. Now, how are you going to achieve them? Steps to creating a marketing goal Marketing goal examples   Follow us! Instagram LinkedIn Facebook   Be sure to subscribe and leave a...

On this episode of Marketing Matters, Lina and Sarah sit down to discuss what's next in energy marketing! They dive into what makes energy marketing different and explain the components of an efficient and budget-friendly campaign. They also examine emerging trends and give insight into how important agencies are to building a successful campaign.   Highlights: What are the key components of a successful campaign? How to plan for emerging trends and channels in 2023 What does marketing mean...