If the internet is that crowded downtown bar, the chatter that fills it is often about marketing best practices. Frequently, it’s dedicated to defining the difference between inbound and outbound efforts. This hubbub applies opposing descriptors to inbound and outbound: old vs. new, imminent vs. fading. Unlike other sources, we believe that both inbound and outbound marketing have a rightful place in effective strategy, with two caveats: they must be well-balanced, and work together toward your brand’s objectives.
In other words, inbound is gin and outbound is dry vermouth. Apart they’re fine, but when they’re shaken or stirred? You craft the perfect mix.
Continue reading The Master Mixologist’s Guide to Inbound and Outbound Marketing
As the “middle man/woman” between clients and the media, the role of a PR team is to launch campaigns that help clients gain exposure and maintain a positive image with the public. But this can’t be done without solid media connections and impactful coverage. Here are the four fundamentals of media relations that help Element launch successful campaigns and elevate our clients.
Continue reading The Four Fundamentals of Media Relations
Element recently welcomed graphic designer, Ava Gretzinger, to our growing team. Years of design experience in various industries have polished the Wisconsin native’s ability to deliver innovative designs that help our clients stand out amongst competitors.
We sat down with Ava to learn about her heart for art, shrinking bucket list, and upcoming trips on her 2015 Indian Vintage cycle!
Continue reading Drafting up Ideas with Element’s New Graphic Designer
Ten years ago, Bridget opened a yoga studio in her small, Midwestern hometown. Back then, yoga’s popularity was on the rise and she was among the first to introduce it to her community. Before long, she had a waiting list of students.
Flash forward to today …
There are dozens of yoga studios and other places to attend classes. Moms in yoga pants are everywhere you look, and Bridget is far from the only yogi in town. Lots of people saw the same opportunity, and even though the potential customer base for yoga has grown, her market is oversaturated. Bridget needs a way to differentiate her business from the competition.
I bet you think we’re about to suggest content marketing as the solution? Nope. In fact, digital content creators have the exact same problem as Bridget.
It doesn’t matter if it’s a coffee shop, commercial construction, or your content marketing plan, when you’re not the only player in the game, you need to find a way to stand out from the crowd.
Digital marketing strategies often fall flat because companies fail to analyze the competition’s efforts before jumping in. You must look for ways to add value and break through the noise. But how?
Continue reading How to Create Content that Cuts Through Clutter and Crushes the Competition
We’ve all heard of the Americans with Disabilities Act (ADA). But what most people don’t know is that it applies to both in-person and online opportunities. Just like contractors need to consider ADA compliance when building a new facility, website developers need to consider it for website accessibility.
Continue reading Is Your Website ADA Compliant?
With more than 15 years of experience in publicity and PR, Element’s new public relations manager, Kristen Schremp, is no stranger to the world of perfectly-crafted pitches and cutting-edge campaign strategies. We sat down to learn more about the Seattle-born caffeine junkie’s favorite destinations and what makes a great public relations campaign.
Continue reading An Exclusive with Element’s New Public Relations Manager
Picture this: you live in a small town where everyone knows everyone and nothing’s a secret. One day, Nancy has a bad experience with a clerk at the grocery store. Tales of the rogue clerk spread through book club and golf league like wildfire, and the grocer soon sees his sales plummet.
In this digital age, the web is much like that small town. Rumors take root on sites like Google Places, Yelp, and Angie’s List, and, if left unmanaged, spread and endure, damaging sales like Negative Nancy’s comment did to our poor grocer.
What to do? Some may tell you to ignore the haters and focus on what you do well. We’ll argue the opposite. The first step to effective online reputation management is embracing the negativity that comes with a digital presence.
Continue reading Online Brand Reputation Management: The Good, The Bad, and the Trolls
Today’s buyers don’t want to hear from you until they say so. That’s why, at Element, we preach the gospel of permission-based marketing. The content marketing programs we run on behalf of our clients aim to ease buyers along the journey to purchase with the right materials at the right time. We’re successful when customers get what they need to inform themselves, decide our client is the solution, and, only then, initiate contact. Information is the oil that keeps the modern buying process running. And, make no mistake: buyers are in charge, not you. If you aren’t providing a great buyer education experience, someone else will.
To help your customers learn about your brand, culture, products and services, follow the three rules of buyer education: Continue reading Are You Following The Three Rules of Buyer Education?
When you think about what makes up an effective content marketing program, a lot of moving pieces come to mind:
- Blog posts
- Video and animation
- Branded graphics
- Social media
- eBooks, case studies, and other premium content
…And so on. The workflow goes like this: get a great idea, create content around it, and publish. You get your content finished and you’re good to go, right? Not so much.
There’s a very important step missing above that can slow down even the most incredible content marketing: Continue reading Six Ways to Accelerate Your Content Marketing Approval Workflow
If you visit Element on any given day, you’ll likely see car windows smudged by dog noses and offices filled with cute cat photos. You may even see some fresh eggs in the fridge. It’s obvious that we’re pet people, so before you can truly know us, you need to familiarize yourself with the furry faces of our pets.
Continue reading Pets of Element