Category Archives for "Strategy"

Strategy

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5 Tools to Make Your Email Smarter, Faster, Better

I believe that email is with us for a while longer. Despite the attempts of well-meaning app makers and social networks, email is not dead. In fact, I get a ton of email from those same social networks that were going to kill email off. Email, like it or not, is the one tool that […]

How to Put Your Website At the Center of All Your Marketing

Your website is the heart of your online marketing presence. It’s the one place on the internet over which you have full control of visuals, messaging, and content. Everything else that you do online should drive visitors to this website. But that’s just it, there are a lot of other online channels to consider, from […]

Important KPIs for Each Phase of the Customer Journey

The customer journey is often a long and winding road. And that means it can be difficult to track your business’s effectiveness at each phase of the journey. The easiest way to gain greater clarity around your customer journey, and to identify strong points and weak spots, is to pinpoint and evaluate key performance indicators […]

The Relationship Between the Marketing Hourglass and Maturity Model

The Duct Tape philosophy is that marketing is a system. There are so many moving parts that go into creating a great marketing strategy that, without a guiding framework, it’s easy to get tangled up, twisted around, and lost completely in the weeds. Over the years, I’ve developed two systems that inform all of the […]

How To Write an Effective Brand Story

Every business has competitors. No business will ever be the only option available to a client or customer. So every brand has to do some work to differentiate themselves from the competition. Why would someone pick you over that other guy or gal down the street? What unique value are you bringing to the table […]

The Role of Your Website in Guiding the Customer Journey

Today’s customer journey is more complex than ever. From social media to paid search to offline marketing, there are dozens of ways someone can discover your company. The main role of your website in this twisting journey is to be a solid central point. While prospects may discover your brand anywhere, you want to be […]

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If you know your small business needs marketing, but don’t have the time or resources, look no further. The Duct Tape Marketing podcast covers everything from earning referrals to managing time and being more productive.

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A Quick and Effective Approach to Facebook Advertising

Facebook remains the dominant social media platform. In a recent earnings call, CEO Mark Zuckerberg shared that there are more than 2.2 billion monthly actives, with almost 1.5 billion using it every day. That means that small business owners who are not advertising on Facebook are missing out on an opportunity to connect with about […]

How to Find Success as a Podcast Advertiser or Sponsor

People love podcasts. According to Podcast Insights, there are over 660,000 podcasts, which means that no matter what topic or area you’re passionate about, there’s probably a podcast out there that covers it. Outside of the breadth of content available, podcasts are also a seamless way to consume information. Whether you’re doing the dishes at […]

Tips for Getting Your Audience to Stay on Your Website Longer

You put a lot of time, effort, and money into developing a website for your business. So you want to be sure that it’s capturing people’s attention and giving them the information they need to feel good about doing business with you. But no one can learn what you’re all about in a second or […]

Why You Should Focus on Designing an SEO-Friendly Website (And How to Do It)

Your website is the heart of your online marketing efforts. So it stands to reason that it should be built with marketing, rather than aesthetics, in mind. Yes, there is something to be said for having an appealing website, and you should certainly aim to design one that has both form and function. But the […]

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