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With a bit of strategic know-how, your brand can be everywhere and more impactful than ever before — at a fraction of the cost.
As a marketer, we’re sure you’re aware of brand positioning. But could you quickly and easily tell us your brand’s position if put on the spot? When brand positioning is done right, you know instinctively what your brand’s value is and how you stand out from the competition. In that same way, your customers have a deep sense of who you are, and why they would (or do) choose you over other options.
As more users turn to answer engines like ChatGPT, Perplexity AI, Microsoft Copilot and similar tools for answers to their queries, it will become increasingly important for your business to show up as the expert in your industry on these platforms. Just like optimizing for search engines, to establish your expertise on answer engines, you need to optimize your content to be read and served up by them. This is called answer engine optimization or AEO.
Everyone knows the importance of search engine optimization (SEO), but have you heard of answer engine optimization (AEO)? Let’s take a closer look at how answer engines are changing search and why this might be a good time for your business to pay attention.
![How to Humanize Your Healthcare Brand [Tips to Start!]](https://b-y.net/wp-content/uploads/2025/04/04-2025_Humanizing-Healthcare_2000x400-1080x384.jpg)
The world is fast-paced and increasingly consumers are looking for more opportunities to connect with others. While your brand itself isn’t a human, the people behind it are, as are your patients. And those patients or potential patients want to feel a trusting relationship with your healthcare brand.
“Health equity” and “social determinants of health” can feel like buzzwords when you work in healthcare, but these terms are used so often because they are addressing real phenomena that affect millions of Americans. To prioritize health equity in your marketing, here are a few steps to take to create strategic campaigns that reduce disparity among your target audience.
Let’s take a closer look at how you can effectively personalize healthcare communications so that HIPAA compliance is kept at the forefront while balancing the perception from patients that you’re being helpful and not invasive.
In the past couple of years, the healthcare sector has seen a lot of change with the rise of more retail-oriented healthcare solutions like telehealth and online prescription services. If you are a health system or a provider practice, you’ve likely found yourself competing with these new healthcare delivery systems.
Most Americans are familiar with political ads filling our airways during an election cycle. In a presidential election this year, the advertising market is on track to be more crowded with political spending than ever before. With all of those ads pouring into the market, how should the average business approach advertising through the fall?
There’s no doubt that we all want to be able to attribute conversions to our marketing and advertising efforts. But if everyone who has heard of your brand today converted, then what? If you find yourself focusing the majority of your efforts on one piece of the funnel, here are a few perspectives on how to strike a more balanced MarCom strategy.
When creating your annual strategic marketing plan, it’s easy to get tied up in the details. But it’s important to not lose sight of the big picture either. To help you create the most effective marketing plan that you and your team can successfully execute this year, we’re sharing five common pitfalls and what you should do instead.
The marketing landscape for B2B software solutions and SaaS products is changing. Here are our tips for how to keep up with trends, reach the right people, and nuture leads into customers.
If you’re a B2B business with the opportunity to attend an industry trade show, they are worth making room for in your budget. Trade shows provide a unique opportunity for you to interact with a large number of qualified prospects who also get the chance to interact with your products.
If you were put on the spot, could you describe your brand’s target audience? How much detail could you give? If you feel like you might be at a loss for a quick answer, we can help!
Have you ever thought of the power of using videos for your internal teams like you do for customers? When we heard about the trend of microlearning, particularly when utilizing videos, our gears immediately started turning. Videos with targeted, compact information could be helpful for HR departments onboarding and training new employees, internal communications teams disseminating updates with coworkers, or sales and marketing teams sharing training and product overviews with dealers and distributors.
In our current culture of connectivity, it’s not uncommon for brands to face a public relations crisis at some point. Product recalls, bad online reviews, negative press coverage—these can all be stressful, make-or-break scenarios for brands. Do you have a plan in place for how to handle a situation like one of these? Let’s talk through a few recommendations for how to help your brand best handle an adverse situation.
While economists disagree on whether the economy is heading for a full recession or if we’re just entering a downturn, the effects are being felt in the business community. Many companies turn to their marketing budgets as a place to cut and save money—however, during times of economic stress, it’s more important than ever to stay engaged with your loyal customers. History has shown that brands who continue to invest in marketing and innovation during recessions and downturns are the ones who come out ahead when the economy picks back up.
Attract new customers and expand your brand’s reach with brand ambassador or influencer marketing. These relatively newer marketing tactics have staying power, not to mention a serious amount of clout with consumers. A 2020 consumer survey by Matter Communications found that 61% of consumers trust recommendations from friends, family members or influencers on social media compared to only 38% who reported being likely to trust a brand on social media.
Do you feel like you’re not seeing the return on investment you were hoping for with your marketing efforts? Occasionally we’ll hear from businesses that they feel like their marketing spend just isn’t paying off the way they’d hoped and they’re not sure why. This tends to be particularly true in regard to digital advertising. If this struggle sounds familiar to you, let’s get to the bottom of it. There are many places to look when your marketing is proving less than effective but, as a start, let’s dig in to five of the most common issues.
In our over thirty years as a marketing and advertising agency, we’ve seen first-hand how strong partnerships are built, as well as which pitfalls can strain a relationship between a business and their agency. Today we’re offering our seven top tips for creating a strong, successful working relationship with your agency, right from the first meeting.
If you’re feeling like your healthcare company’s marketing plan could use an overhaul for the new year, now is the perfect time to start reassessing. With the pandemic having put the healthcare industry in a state of flux for the past few years, you might find that your marketing strategy moved off of center – and necessarily so – and now’s the time to recommit to executing on a growth trajectory.