Stories about companies failing to do market research are all too common. For instance, the 1990s saw the introduction of a soft drink with little balls of gelatin floating in it. Sounds appetizing – not! Called Orbitz, the product reportedly tasted terrible too. It launched with an incoherent marketing campaign about coming from another planet. Not surprisingly, the product was a bust.

Marketing professionals study such failures and try to learn from them. The point of many lessons is: if only the company had done its market research. Perhaps held some focus groups or blind taste testings. Then the company could have saved its money.

Conducting market research is just a good business move. Research minimizes risk and positions businesses to use precious resources wisely. And picking the right market research tools saves time and money for startups and small businesses. A good market research tool makes it

People are innately social beings. We crave connection and interaction – specifically with other humans. Ten times out of ten, a customer is going to choose to interact with a person over a cold, corporate entity. This puts brands at a distinct disadvantage, but it doesn’t necessarily knock you out of the game.

The most successful brands – the Coca Colas, Apples, and Nikes of the world – don’t allow this inhibiting factor to prevent them from engaging with consumers. Instead of fighting an uphill battle to reset the way people think and interact, they work with the natural tendencies of the human brain. They humanize their brands in ways that make their marketing more relatable and magnetic – and you can, too.

7 Tips to Humanize Your Brand

To humanize your brand is to make your brand feel like a friend that your customers have known for years.

Using video as part of marketing is gaining a lot of traction across businesses of all sizes. The key to their popularity lies in their relative ease to engage with both prospects and clients across multiple platforms. As demonstrations go video is simply the best way to make your customers or prospects be more comfortable towards making a purchase.

With access to broadband internet increasing, businesses are looking to video to engage with customers both new and old in their decision-making processes.  Businesses and probably your competition are joining the bandwagon looking to video to help capture value from their audience. Marketing with video can be both fun and rewarding.

Growth of Video

The current global forecast estimates the average person will watch 100 minutes of online video each day in 2021. In fact, a survey of marketers reveals 88% of them say video marketing provides them with a

Empathy is powerful. The ability to put yourself in another’s shoes to better understand their situation and point of view can build connection and trust.

As your small or medium sized business (SMB) moves into the new normal, it’s vital to connect with your customers in an empathetic way. They already trust your brand, and digital marketing can make it easy to stay connected when routines are disrupted or as your team gets ready to go back to work.

If you want to use the power of digital marketing to engage empathetically with customers, here are four ways:

Email with compassion

You’ve probably received a host of emails from brands you do business with, many of them titled, “Our response to COVID-19.” It does seem like every brand has sent one of those in the first month of the pandemic. But what can you say when moving forward and beyond

A price strategy is every bit as important as what you’ve got to sell. After all, they dictate what you will charge for the goods and services you have on the market. In the end, getting these pricing strategies right is a bit of a balancing act. You’ll need to find that sweet spot between market demand and maximum profits.

Here’s what you will need to consider to put together a good strategic pricing model.

What is Pricing?

Pricing is what you decide to charge for what you’re selling. Sounds easy but there is a little more to it than meets the eye. Any small business that wants to get this right needs to have a plan. Remember, finding the sweet spot is about a lot more than just finding out what customers are willing to pay at any given time. Good pricing strategies are sustainable and flexible.


Have you ever seen an article shared on your news feed, only to scroll a little further down to notice it was shared by someone else as well? This is a common occurrence; the best articles on the web tend to attract a lot of attention, earn a ton of shares, and get seen by even more people.

When all’s said and done, a single article might get thousands of shares, and be seen by millions of people—all with a humble origin on some random publication site.

So what is it that makes a piece of content shareable, and why is that shareability so powerful?

The Benefits of “Shareability”

First, let’s recap some of the best benefits of having a shareable article:

  • Exposure. One of the most obvious benefits is increased exposure for your brand (and your specific pieces of content). Let’s say your work is shared by