Shane Carpenter

What’s On My Mind As We Enter 2022

Here we are in 2022. It’s been an interesting couple of years, to say the least. It’s delivered some challenges that I bet you never expected. I certainly didn’t. I feel like I’ve been running the gauntlet for the last two years and am now limping into the new year. It appears I’m not the only one. Many of the newsletters that hit my inbox towards the end of 2021 had a hint of somberness… Read More »What’s On My Mind As We Enter 2022

Four Unnerving Predictions For Your Marketing in 2022 (And How To Avoid Them)

The year is winding down which means the marketing predictions articles are winding up. These are the articles where a bunch of smart people guess what will happen over the next year in the world of marketing and communication. I’m not going to lie. I read my fair share and while they are interesting they aren’t really that helpful. Not unless the main goal is entertainment. These types of articles really have more in common… Read More »Four Unnerving Predictions For Your Marketing in 2022 (And How To Avoid Them)

Video: Four Issues That Will Derail Your Marketing

The following transcript has been generated for your reading pleasrue. Please reference the video to insure its accuracy. Introduction Hello, and welcome. My name is Shane and today I going to talk to you about four issues that can derail your marketing before it ever gets started. Let’s get going. Confusing Tactics For Strategy This one doesn’t surprise me much as most of the marketing information out there focuses much more on tactics. It’s those… Read More »Video: Four Issues That Will Derail Your Marketing

6 Must-Read Email Newsletters

Plus 6 more you should check out. Like many things in marketing, the email newsletter has been pronounced dead. I beg to differ. I believe the people who have made this proclamation are trying to be either provocative or appear trendy. There is a third alternative that I typed out but it seemed kind of mean so I took it out. I’ll let you guess what it was. I get a ton of emails. I’ve… Read More »6 Must-Read Email Newsletters

Are You Using Always-On Marketing?

Always-on marketing isn’t a new concept but it is one that is often overlooked. The question is why? Maybe it’s because, like many of you, I like the big splashy idea and it’s something that a marketing campaign loves to throw at us. There is more to marketing than this and big splashy ideas don’t grow on trees. Even they did, what appeals to you and what appeals to your potential customer are likely not… Read More »Are You Using Always-On Marketing?

Why Do You Need a Strategic Marketing Plan?

A strategic marketing plan is important to your marketing and public relations (PR) efforts. Marketing isn’t selling. It creates awareness, interest, informs people about your business and its products and/or services while also building affinity and trust. These are all important aspects that need to happen before somebody is willing to do business with you. A strategic marketing plan is a guide that helps you do all things I mentioned so you can get the… Read More »Why Do You Need a Strategic Marketing Plan?

Content Marketing Is Getting Harder

Content marketing has been a popular tactic for those in marketing and public relations (PR). It’s no wonder. There are many great reasons to use content marketing such as driving traffic to your website, developing thought leadership, and building trust. As with everything, content marketing is not immune to change, and boy has there been plenty of change over the last several years. I recently read an article by Rand Fishkin on the SparkToro blog… Read More »Content Marketing Is Getting Harder

Sales Needs Content Too

It’s hard to market without content. It’s no small wonder that they are joined at the hip. Content isn’t just for marketing. It can play a role in other areas of your business. Well, that is if you let it. After all, the world doesn’t revolve around marketing. It just feels that way. Like the child who wants to watch Star Wars for the 103rd time in the last month, it can be easy to… Read More »Sales Needs Content Too

Are Marketing Shortcuts A Folly?

At some point or another you, like me, have likely searched for a tip, trick, or tool to save time. Saving time is a good thing right? After all, there are only 24 hours in a day and you have to balance between work, family, friends, hobbies, and sleep. There are those that will tell you that there aren’t any marketing shortcuts. Others will tell you that there are a multitude of marketing shortcuts that… Read More »Are Marketing Shortcuts A Folly?

Are You Getting a Return on Investment on Your Marketing?

Return on investment (ROI). It’s something you expect to hear when you invest your money in stock, bonds, or mutual funds but not necessarily when it comes to your marketing. For many, marketing is just another cost of doing business. Costs don’t tend to give you a return. You’ve likely never bought a twinkie and woke up the next morning to find that one twinkie became two overnight. If this does happen, I would highly… Read More »Are You Getting a Return on Investment on Your Marketing?