Marketing

Opinions expressed by Entrepreneur contributors are their own. The marketing landscape has shifted dramatically over the last six months. The ongoing pandemic coupled with a struggling economy has only accelerated those changes. Anytime there is a swift change in consumer behavior, marketers must adapt and pivot. The challenge is that most of you reading this

Opinions expressed by Entrepreneur contributors are their own. In the marketing spend budgets of most franchisors, PPC – “pay-per-click” – advertising is a vital part of their overall digital strategy to enhance lead-generation efforts. To the untrained eye, and even a few of the trained ones, PPC can be a study in contradictions. Is it

Opinions expressed by Entrepreneur contributors are their own. The decision to trust your brand and company reputation to an outside company can be a bit terrifying. As entrepreneurs, we tend to be control freaks (who knew?) The fact is, you can’t do it alone and at some point, you’ll need to bring in outside help.

Opinions expressed by Entrepreneur contributors are their own. “It is not what you know, but who you know.” This adage is an honored rule of business success, and particularly true for startups. Networking has been the gold standard of relationship building for decades, of course, but the coronavirus pandemic made attending in-person events virtually impossible,

Opinions expressed by Entrepreneur contributors are their own. In 2019 rock band The Who released an album titled, “Who,” 55 years following their debut. They did this despite only having two members left of their original foursome, Pete Townshend and Roger Daltrey ⁠— but the Who was always a collection of huge personalities who somehow made it

Opinions expressed by Entrepreneur contributors are their own. I recently bought a plane ticket to attend my sister’s wedding in India. After two Covid delays (and just before Omicron resulted in heightened restrictions), she decided to go ahead with her event and we had to book our tickets fast. Unfortunately, my experience purchasing tickets on the airline’s

Opinions expressed by Entrepreneur contributors are their own. Leveraging YouTube means being able to know and understand the users of the platform, what metrics to track and what to create content about in the first place. When you have these pieces of the puzzle down, your channel will become a natural extension of your lead

Opinions expressed by Entrepreneur contributors are their own. Email traffic has surpassed 300 billion per day and will increase even more by next year, but several industry reports show that up to 17 percent of all emails sent by marketers never make it to the proposed recipient’s inbox. They either land in the spam folder

Opinions expressed by Entrepreneur contributors are their own. The number of companies using AI has grown significantly in recent years, from small companies up to giants like Google and Facebook. The rise of AI can be attributed to advancements in machine learning, big data analytics and cloud computing. But there is a lot of misinformation about

Opinions expressed by Entrepreneur contributors are their own. Discounts may get customers through the door, but those same customers are often robbing you of profits then leaving you without their long-term conversion to a lasting customer base.  While the temptation to see a spike in short-term revenue is tempting and sometimes seemingly necessary, discounts create

Opinions expressed by Entrepreneur contributors are their own. For franchisors, acquiring quality leads for their candidate pipeline is a top-tier priority and a line item of every brand’s marketing spend. For more than a decade now, franchise sales portals have become an increasingly popular avenue for prospective franchisees looking to find the right concept. The

Opinions expressed by Entrepreneur contributors are their own. Entrepreneurship is one of the most exciting journeys anybody can embrace. When we start with our business, we assume everybody will love and understand what we have to offer. But the main challenge in sales is not money or the price but not making our value clear

Opinions expressed by Entrepreneur contributors are their own. Social media is primarily a mobile device activity. For brands looking to determine the percentage of eyeballs comparing mobile to desktop, the latest statistics from StatCounter reveal the tale of the tape. Almost 55% of usage occurs on mobile vs. 42.5% on desktops. Hootsuite, a platform for

Opinions expressed by Entrepreneur contributors are their own. Franchise industry professionals simply love the power of data and statistics. They can often make or break a convincing argument about the validity of a particular industry, concept, market or business model ⁠— which is why it’s important to focus on franchisee referrals in your system. Referrals are

Opinions expressed by Entrepreneur contributors are their own. What’s Nike’s symbol? What’s its slogan? Unless you’ve been cryogenically frozen for the past 50 years, you can probably answer both of these questions without thinking. Nike is one of the most well-recognized brands on earth — it even earned a place in the Smithsonian Institution for

Opinions expressed by Entrepreneur contributors are their own. While the business world has always required a certain level of adaptability from big and small businesses, it’s become increasingly important to be able to shift not only your approaches, but also your measurements of success. What could have been a huge success 10 or even five years ago, like

Opinions expressed by Entrepreneur contributors are their own. Because of mediums like social media, digital marketing has evolved. However, we are still at the earlier stages of its development because no one has yet tapped into its true potential. Some businesses have used influencer marketing, but it is an unexplored space with so much to

Opinions expressed by Entrepreneur contributors are their own. If there’s anything I’ve learned as a business leader during the pandemic, it’s the concept of adaptive innovation — creating an agile, collaborative and creative model within your business to meet the needs of your customers. To be truly amenable to adaptive innovation, leaders must also understand the underlying

Opinions expressed by Entrepreneur contributors are their own. Have you ever released a new product or offer and heard crickets? You’ve spent all this time making sure that you deliver the greatest thing out there, but when you release it to the world, people barely pay it any attention. That can not only be frustrating and

Opinions expressed by Entrepreneur contributors are their own. A recent survey found that 68% of consumers spend a quarter or more of their time on social media watching videos. This is great news for marketers who want to find ways to connect with their target audience. But simply putting content out there is not enough — you